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Ruth P. Stevens

Ruthless B-to-B Marketing

By Ruth P. Stevens

About Ruth

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.

 

The Power Punch

Carolyn Goodman
Hottest 2014 Marketing Tip for Small Business? Put Aside a Budget!
Oct 24, 2014

Over 50 percent of the working population (120 million) work in a small business, and that trend is growing. According...



Here's What Counts

Chuck McLeester
Don’t Get Lost in a Maze of Metrics
Oct 23, 2014

There's a lot of data out there. More than any one marketer needs at any one time. The new frontier...



The Integrated Email

Cyndie Shaffstall
Focus Group of One
Oct 22, 2014

If you're sending your marketing campaigns without benefit of A/B or multi-variant testing—most companies admit to fewer than five tests...



Muscle Marketing

Wendy Montes de Oca
A Few of My Thoughts on SEO
Oct 21, 2014

This is going to be a short post. First, a caveat: No one SEO tactic is the end-all be-all, in...



Mobile-First Marketing

Greg Hoy
Mobile Advertising Isn't Just for Big Brands Anymore
Oct 20, 2014

The increasing use of mobile devices, mobile Web, multiple advertising platforms and the advancement of network technologies creates new opportunities...



Making Social Sell

Jeff Molander
Why You Aren't Getting Appointments on LinkedIn
Oct 17, 2014

Ninety-five percent of sales reps using LinkedIn are getting few—if any—appointments. They're using premium services, Sales Navigator, sending InMail, joining...



Direct Mail for the Modern Marketer

Summer Gould
Stand Out With Texture
Oct 16, 2014

How can you get your direct mail to stand out in the mailbox? Have you considered using texture? Coatings do...



Reinventing Direct

Gary Hennerberg
5 Copy Approaches to Influence Gut Reaction
Oct 15, 2014

Call it a gut reaction, but oftentimes our prospects and customers make decisions and respond based on intuition, a hunch,...



Marketing Sustainably

Chet Dalzell
Truly Greening Digital: The DMA ‘Green 15’ Gain a Digital Edge
Oct 13, 2014

With little fanfare, the Direct Marketing Association just published a "refresh" of its "Green 15" sustainable marketing practices first announced...



Big Data, Small Data, Clean Data, Messy Data

Stephen  H. Yu
Missing Data Can Be Meaningful
Oct 9, 2014

No matter how big the Big Data gets, we will never know everything about everything. Well, according to the super-duper...



Marketing Nuggets

Michael Lowenstein
Marketing Success Is (Almost) All About the Data: Optimizing Customer Loyalty Behavior Initiatives
Oct 7, 2014

Much of what I've learned over the years about sales, marketing and customer service has to do with the critical...



Keeping Search Profitable

Amanda G. Watlington, Ph.D.
6 Keys to Search Success in 2014
Sep 30, 2014

What if someone gave you scientific data on what hundreds of sites are doing to get thousands of top keyword...



Brand Matters

Andrea Syverson
Is It Time for a True Goodbye?
Sep 16, 2014

As I reflected on a client interaction I had this week, I thought about how helpful it is for organizations...



Triple Venti Dolce Data...

Vince Pickett
Clue Me In, Please
Aug 21, 2013

So here we are, halfway through 2013. You, along with everyone, are still trying to find that magic formula to...



Who's Your Data?

Rio Longacre
Instagram: Does It Matter That It Will Make Money on Your Pics?
Dec 19, 2012

Instagram announced the company will soon begin using your content to sell targeted advertising products to the highest bidder. Does...



SEO & Content Marketing Revue

Heather Lloyd-Martin
5 Tips for Top Positioning (And Converting) Page Titles
Aug 11, 2010

Wondering about a SEO content strategy that offers the biggest impact in the shortest time? Try tweaking your page titles....



Yblog

Yory Wurmser
Privacy in the Age of Big Data
Jul 10, 2013

Consumers reveal more than ever before consciously through social media and, just as importantly, unconsciously through their behaviors. This data...



The Whole Magilla

Ken Magill
What Marketers Can Learn From Maine's Political Email Idiocy
Feb 24, 2012

It finally happened. Politicians' idiotic email practices had a measurable negative effect. "Maine Republican Party chairman Charlie Webster has admitted...



Online Video Marketing Deep Dive

Eve Grey
Are Your Videos Champions of Your Brand?
Feb 3, 2014

If you advertise in an ordinary way, it's safe to expect ordinary results. However, when you take the extreme and...



Think Mobility

Greg Hickman
‘I Can't Because, I Need ... ’
Oct 7, 2013

Does this sound like you? Have you ever set up a goal, but then realized (either quickly or too late)...



Denny Hatch's Blog

Denny Hatch
The Internet Can Make You a Chump—Forever!
Sep 25, 2010

Trouble is, the Internet is rife with misinformation and if you get caught advertently or inadvertently propagating this nonsense in...



6 Great Blogs for B-to-B Marketers

In our fast-changing marketing world, a smart B-to-B practitioner keeps up to date by learning from thought leaders. While this used to mean reading business books and magazines, today it means blogs. We've all heard the stats about blog proliferation. A new blog launched every six seconds—or whatever. And there is no dearth of blogs on B-to-B marketing. So I would like to share my favorites, the blogs where I find inspiration, new ideas, and provocative stories, to keep the gray matter...  Read More >>

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Fresh Insights in Selling to SMBs

Despite the attention given to large enterprise marketing, it's small and medium businesses (SMB) where the bulk of marketing investments go. SMB is where there's enough volume to do plenty of testing. Plus, you've got a tighter decision-making unit and shorter sales cycles. And you've got a lot of company  Read More >>

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B-to-B Marketers Still Struggle With Lead Nurturing

I thought it was widely understood by now that staying in touch with a prospect who has shown some interest in your product or service can triple, even quadruple, lead-to-sales conversion rates. But a new study from Bizo and Oracle Marketing Cloud suggests that business marketers are still struggling to get the most value from lead nurturing programs. Disappointing, since the value of lead nurturing was clearly demonstrated years ago...  Read More >>

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B-to-B Marketing Is Falling Down on the Job

I heard a horror story the other day—a consumer packaged goods executive ranting about a meeting with a vendor. "I gave the guy an appointment, and he spent the whole time presenting his product," she said. "Never asked me a thing about my situation, and what I needed." Another exec chimed in, "Yeah, when I hear about an interesting new solution, what I need most is to sell it internally. I'm not getting the help I need from the vendors these days." I am cringing. What is going wrong...  Read More >>

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5 Steps to Customer Data Hygiene: It's Not Sexy, But It's Essential

Are you happy with the quality of the information in your marketing database? Probably not. A new report from NetProspex confirms: 64 percent of company records in the database of a typical B-to-B marketer have no phone number attached. Pretty much eliminates phone as a reliable communications medium, doesn't it? And 88 percent are missing basic firmographic data  Read More >>

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How Big Should Your Campaign Budget Be?

How do you set a budget for a multi-touch, multi-target B-to-B digital campaign like the one Michelle was describing? The short answer is: Spend as much as delivers your threshold level of ROI. But, in B-to-B, it's not so simple. Large enterprise sales cycles are long, as much as 18 to 24 months, so sales results won't be available until long after she needs to make campaign decisions  Read More >>

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How Many Leads Do You Need?

One key to successful B-to-B lead generation programs is to calculate exactly the right number of qualified leads to provide to sales—as part of your campaign planning. If you generate too many leads, you'll be wasting precious marketing dollars. If you generate too few, your firm may be at risk of missing its revenue targets, with potentially disastrous financial implications. Moreover, you'll annoy your sales team by not supporting them properly. So, let's look at a neat way to ...  Read More >>

Beware of Dubious Data Providers: A 9-Point Checklist

Are you hounded by email pitches offering access to all kinds of prospective business targets? I am, and I hate it. As a B-to-B marketer, I am always interested in new customer data sources, so I feel compelled to at least give them a listen. So, over time, I have come up with a nine-point assessment strategy to help marketers determine the likely legitimacy of a potential vendor, using approaches that can be replicated by anyone, at arm's length.  Read More >>

Marketing Automation Is Not Marketing Strategy

Too often these days, I hear B-to-B marketers mouth claims like, "We got this new [fill in the brand] automation tool, so now we can reduce headcount." Or, "Once this automation system is installed, it will take our marketing to the next level." This worries me. Marketers sometimes see automation as a silver bullet. But it's only a tool  Read More >>

Marketing ROI in B-to-B: Why Is It So Hard, and What Can We Do About It?

The other day, I had the pleasure of discussing the challenges of marketing ROI with Jim Obermayer, CEO and executive director of the Sales Lead Management Association, on his Internet radio show. Our conversation got me thinking: Why is the Holy Grail of marketing ROI so tough to achieve in business markets? And what can we do about it?  Read More >>

B-to-B Prospecting Data Just Keeps Getting Better

The most reliable and scalable approach to finding new B-to-B customers is outbound communications, whether by mail, phone or email, to potential prospects, using rented or purchased lists. B-to-B marketers typically select targets from prospecting lists based on such traditional variables as industry, company size and job role, or title. But new research indicates that B-to-B prospecting data is much more detailed these days, and includes a plethora of variables to choose from  Read More >>

5 Great Ideas in B-to-B Content Marketing

I recently got my hands on a copy of Joe Pulizzi's new book, Epic Content Marketing, and I can't say enough good things about it. Pulizzi has figured out how marketers can apply publishing techniques to marketing objectives, and, along with a couple of other leaders in the category, like Ann Handley and Joe Chernov, has articulated an entirely new type of marketing. One that really works, especially in B-to-B  Read More >>

Lead Qualification: The Secret Sauce of B-to-B Lead Generation Marketing

The No. 1 rule in B-to-B marketing: Never, ever, pass an unqualified lead to your sales force. If the role of B-to-B marketing is to provide leverage to sales, then burdening a sales rep with a prospect who is not a realistic potential buyer is no help. Enter the concept known as lead qualification  Read More >>

Building Your B-to-B Marketing Database

The single most important tool in B-to-B is, arguably, the marketing database. Without a robust collection of contact information, firmographic and transactional data about customers and prospects, you are at sea when it comes to customer segmentation, analytics and marketing communications of all sorts, whether for acquiring new customers or to expand the value of existing customers. In fact, you might call the database the "recorded history of the customer relationship." So what...  Read More >>

7 Steps to a Better B-to-B Landing Page

Despite years of practice with digital campaigns, B-to-B marketers still have trouble getting their landing pages to work as hard as they could. I am not sure why, since there's nothing more important to capturing the responses from outbound messages and kicking off a relationship with prospects. You could say the landing page is where your campaign pays off. But I am still seeing obvious errors
 Read More >>

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5 Essentials for Every B-to-B Website

"If you don't have a website, you don't have a business." By now, this maxim is well understood. But what kind of functionality does your website really need? What website strategies should you pursue for business marketing? Here are five must-haves for every B-to-B website.  Read More >>

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B-to-B Marketers Should Take Another Look at E-commerce

E-commerce opportunity is evolving fast, but only 25 percent of B-to-B marketers are taking advantage of it, according to a 2012 Oracle study. Time for another look. The typical B-to-B companies selling online are classic catalogers like Edmund Optics and Seton, which were fast to supplement their print catalogs with e-commerce. But with the new functionality now available, just about any business marketer can find ways to reduce selling expense and attract new customers by integrating...  Read More >>

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Push vs. Pull Marketing: In B-to-B, You Need Both

The other day, a marketing colleague told me she was feeling under pressure to move all her efforts to inbound, or "pull," marketing. "Outbound is bad," she said. What? Well, I guess her feeling is understandable. Inbound marketing is all the rage today. Hubspot promotes it. Marketo promotes it. Seth Godin promotes it. With the new popularity of pull marketing, B-to-B marketers may be under the mistaken impression that push marketing is dead—or should be. How wrong they are. And...  Read More >>

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