Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 
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.

 

Marketing Sustainably

Chet Dalzell
A Postal Wish List for 2015 - I Wish I Could Say I Am Thankful
Nov 24, 2014

We are amid the Holiday 2014 mailing season, based on my home address catalog count of 33 so far (since...



Making Social Sell

Jeff Molander
Sell Chief Executives With This Email/InMail Template (Part 3 of 3)
Nov 26, 2014

The "experts" say executive officers aren't open to being pitched via email and LinkedIn InMail. But they're wrong. You can...



Reinventing Direct

Gary Hennerberg
2 Tips to Write More Readable Copy
Nov 26, 2014

When was the last time you checked your copy's grade level reading scores? American's reading ability is declining. And you...



Keeping Search Profitable

Amanda G. Watlington, Ph.D.
If Your Site Is Not Mobile-Friendly—Fix It Now!
Nov 25, 2014

If you rely on search to assist new users in finding your site, you must now make sure that your...



Direct Mail for the Modern Marketer

Summer Gould
Direct Mail That Worked on Me
Nov 25, 2014

I admit that I am very interested in direct mail. So I like to look to my mail box both...



The Power Punch

Carolyn Goodman
Death of the Salesman
Nov 21, 2014

There's no question that the Willy Lomans of this world have been dying a slow, agonizing death—only instead of losing...



Here's What Counts

Chuck McLeester
How Do You Spell ROI?
Nov 20, 2014

Return on Investment: Everybody's talking about ROI, but not everyone agrees on what it is. Given the various ways that...



Mobile-First Marketing

Greg Hoy
Tracking Mobile Ad Effectiveness With Real-Time Data
Nov 19, 2014

The volume of mobile data and the speed at which it is created continues to increase as the global population...



Muscle Marketing

Wendy Montes de Oca
The Power of Interstitials … Are You Using Them?
Nov 18, 2014

Whether your goal is cross-selling or lead generation, interstitials are a great way to get your website visitors' attention and...



The Integrated Email

Cyndie Shaffstall
Moving Upstream on Cart Abandonment
Nov 17, 2014

After speaking at a conference on the topic of email automation for your online store, I was approached by more...



Brand Matters

Andrea Syverson
Take Along, Share and Simplify: Essential Verbs to Enhance Your Brand Strategy in 2015, Part 2
Dec 9, 2014

Back in November, I shared with you two essential verbs to enhance your brand strategy: amaze and respect. Now I...



Big Data, Small Data, Clean Data, Messy Data

Stephen  H. Yu
Not All Databases Are Created Equal
Nov 6, 2014

Not all databases are created equal. No kidding. That is like saying that not all cars are the same, or...



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...



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...



What the Growth of Inside Sales Means to B-to-B Marketers

I heard an arresting comment at the LeadsCon conference in New York in August. The speaker claimed that inside sales has outstripped outside sales in B-to-B, a statistic that both surprised me and got me thinking. Turns out, the statement was based on a recent study showing that inside sales is growing 7.5 percent, compared to field sales at only 0.5 percent, and that as of 2013, 53 percent of the B-to-B sales rep population sells by phone, instead of face-to-face. It strikes me that this

...  Read More >>

Companies Mentioned:

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 >>

Sections:

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 >>

Sections:

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 >>

Companies Mentioned:

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 >>

Sections:

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 >>

Companies Mentioned:

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 >>

Companies Mentioned:

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 >>

Companies Mentioned:

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 >>

Companies Mentioned:

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 >>

Companies Mentioned:

Sections: