Ruthless B-to-B Marketing

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, follow her on Twitter at @RuthPStevens, or visit her website,

Okay, we’re in the maelstrom. But what is on the horizon for data-driven marketing? Here are some predictions, culled from interviews with several very bright observers who contributed to my new book, "B2B Data-Driven Marketing: Sources, Uses, Results."

Data is all the rage in marketing today. Everyone is talking about it. “A carefully considered data strategy must be a CMO’s top priority,” says AdAge. Data has been called the “new oil” that fuels marketing today. But B-to-B marketers still struggle to get their full share of value from data.

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

B-to-B data continues to challenge marketers, who need to identify and communicate with customers and prospects, but who run into thorny issues every day. Problems range from duplicates, to key-entry errors, to missing data elements, and beyond. Recently, Bernice Grossman and I worked with a group of savvy B-to-B marketers at a DMA conference to compile a list of difficult data problems. Here are six that will bring tears to your eyes—but don't worry, we also offer some solutions.

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