Have you noticed how marketers are focusing on attribution these days? Which media channel is really driving the sale, they ask. What touch sequence is most productive? Where should we…
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Ruth Stevens
Ruth Stevens advises clients on customer acquisition and retention. Ruth serves on the boards of directors of the HIMMS Media Group, and the Business Information Industry Association. She is a trustee of Princeton-In-Asia, past chair of the Business-to-Business Council of the DMA, and past president of the Direct Marketing Club of New York. Ruth was named one of the 100 Most Influential People in Business Marketing by Crain’s BtoB magazine, and one of 20 Women to Watch by the Sales Lead Management Association. She serves as a mentor to fledgling companies at the business accelerator in New York City.
Ruth is an author and contributor to many notable business publications. Her books include B2B Data-Driven Marketing: Sources, Uses, Results and Maximizing Lead Generation: The Complete Guide for B2B Marketers, Trade Show and Event Marketing, and co-author of the white paper series “B-to-B Database Marketing.”
Ruth is a sought-after speaker and trainer, and has presented to audiences and business schools in Asia, Australia, and Latin America. She has held senior marketing positions at Time Warner, Ziff Davis, and IBM.
Prospecting to IT buyers: How nine data vendors stack up
Buyers of information technology (IT) are one of the most valued audiences targeted by business marketers. Globally, these professionals spend $3.6 trillion on hardware, software and technology services. My colleague…
Read MoreHow performance marketing accelerates B-to-B prospecting
Every time you turn around, a new “performance marketing” opportunity turns up for B-to-B marketers. What a treasure trove! And on the face of it, a real boon, because you…
Read MoreTo gate or not to gate, that is the B-to-B content marketing question
There’s a spirited debate in B-to-B marketing about whether it’s best to give away information (aka “content,” like white papers and research reports) to all comers, versus requiring web visitors…
Read MoreDigital developments in event marketing
Event marketing has long been a staple in B-to-B, where the face-to-face conversation enabled by a trade show or corporate event plays a valuable role in launching or deepening a…
Read MoreCraft a compelling offer for paid search marketing
The best way to motivate a click online is to make a compelling offer and provide an urgent call to action. This is not news to Internet marketers. But when…
Read MoreFive ways to “get real” with B-to-B social media
Today, 89% of B-to-B marketers in the U.S. are using social media, says a study conducted by iTracks and the Business Marketing Association (BMA). In fact, B-to-B use of social…
Read MoreLights, camera, action: Video helps you stay in touch with customers
One problem that plagues B-to-B sales and marketing is coming up with relevant, timely messages for nurturing customer relationships. A territory-based sales rep may be trying to keep in touch…
Read MoreFive ways B-to-B marketers need to change their game
The Internet has driven dramatic changes in business buying behavior. Just as no one buys a car anymore without first checking prices and features online, business buyers now research and…
Read MoreTesting for B-to-B marketers: How hard is it?
B-to-B marketers are often guilty of laziness when it comes to testing their communications, whether it’s testing the copy approach, the layout, the offer or the target audience. Well, to…
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