Ruth P. Stevens

Ruth P. Stevens

Ruth P. Stevens consults on customer acquisition and retention, and teaches marketing at companies and business schools around the world. She is past chair of the DMA Business-to-Business Council, 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 is the author of Maximizing Lead Generation: The Complete Guide for B2B Marketers, and Trade Show and Event Marketing. Ruth serves as a director of Edmund Optics, Inc. She has held senior marketing positions at Time Warner, Ziff-Davis, and IBM and holds an MBA from Columbia University.

Ruth is a guest blogger at Biznology, the digital marketing blog. Email Ruth at ruth@ruthstevens.com, follow her on Twitter at @RuthPStevens, or visit her website, www.ruthstevens.com.

A Case Study in Data-driven B-to-B Customer Acquisition Marketing

While preparing case studies for my new book, I had the fun of interviewing a bunch of very smart B-to-B marketers to learn how they were applying data and analytics to their marketing objectives. One of the most compelling stories came from Doug Sechrist, vice president of demand marketing at Five9

5 Strategies for Picking the Right Marketing Automation Tools

Selecting solutions and integrating them with your existing technologies is only half the battle. Life with marketing technology gets even more interesting once you start putting it to use. Marketers are still having trouble deploying these systems to their maximum value.

Marketing Technology Liberates and Enables

Marketing technology has exploded in the past three years. According to Chief Marketing Technologist, as many as 1,876 tech companies are battling it out for your dollars in 2015, nearly doubled in number from last year. The largest single category in marketing tech is marketing automation, with no fewer than 211 solutions available today.

Navigating the Marketing 'Stack'

Marketing technology has evolved in multiple ways, originating in spreadsheets, databases, contact management tools, graphic design software and word processing. The Internet accelerated the process, turning an evolution into a revolution. And the result was a jumble of tools and systems, each seemingly dedicated to solving a section or two of the marketing process. Some of these tools are known in the tech world as “point solutions” and focus on a single activity or segment of what marketers do. Email, for example, or lead scoring. Others attempt to automate large swaths of the process.

The Role of Marketing Technology: A CEO Explains

Dawn Zier, CEO of the weight-loss firm Nutrisystem, Inc., and 2014 Target Marketing Marketer of the Year, shares her views on the role of marketing technology in her company’s future.

What Tech Enables Mobile Marketing?

When we think of mobile marketing, what comes to mind is apps and SMS text messaging. But the biggest opportunity in mobile lies in smartphone’s increasing role as the preferred channel for access to digital marketing of all types.

Where Is B-to-B Data-driven Marketing Headed?

Data drives B-to-B marketing today. And it's a fast-evolving arena. New tools, new technologies, and most important, new buying behavior among businesses—these changes are accelerating the pace and driving new directions for B-to-B data-driven marketing. In preparing my new book on the subject—to be published in June 2015—I had a chance to speak to a variety of brilliant thinkers about where things are headed. Here are some of their predictions.