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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.

 

Reinventing Direct

Gary Hennerberg
5 Tips for Successful o2o Channel Leaping
May 27, 2015

The most strategically planned offline direct marketing effort can be sabotaged by weak links in an online sales order processing...



Keeping Search Profitable

Amanda G. Watlington, Ph.D.
#Mobilegeddon Is 2015’s Y2K for SEOs
May 26, 2015

Missed in all of the hysteria around Mobilegeddon was the arrival of another algorithmic change, one with a very serious...



The Power Punch

Carolyn Goodman
Marketing Awards: What Are They Good For?
May 22, 2015

When I first started in this business, I remember that our new business pitch at Ogilvy & Mather Direct always...



Here's What Counts

Chuck McLeester
Why Won’t Millennials Call Me?
May 21, 2015

Maybe it all started with AOL Instant Messenger when they were teens. They created acronyms like PIR (parent in room),...



Search Made Simple

Phil Frost
How to Double Your Landing Page Conversion Rates With 6 Easy Tune-ups
May 20, 2015

One of the biggest mistakes you can make with your Google AdWords campaign is failing to optimize your landing page....



The Data Athlete

Mike Ferranti
Target Marketing Analytics Isn't Reporting
May 19, 2015

Today, virtually all organizations have challenges in effectively leveraging analytics to drive business performance. Odds are pretty good that when...



Creative Caffeine

Dani Cantor
10 Marketing Clichés I'd Challenge to a Fight if I Met Them in the Street
May 18, 2015

There you are, minding your own business, when it rounds the corner and rams into you full speed: the copywriting...



Making Social Sell

Jeff Molander
Is InMail Worth It? 3 Reasons It May Not Be.
May 15, 2015

Is InMail worth it? LinkedIn wants you to think so. But is it a good investment for you, in your...



Direct Mail for the Modern Marketer

Summer Gould
Direct Mail: A New Perspective
May 14, 2015

The key to effective direct mail is perspective. Perspective is a particular attitude toward or way of regarding something; a...



Big Data, Small Data, Clean Data, Messy Data

Stephen  H. Yu
How to Outsource Analytics
May 5, 2015

In this series, I have been emphasizing the importance of statistical modeling in almost every article. While there are plenty...



Psychology-Based Marketing

Jeanette McMurtry
Dysrationalia and Other Consumer Disorders
May 12, 2015

It's true. Most consumers suffer from a bad case of dysrationalia which, according to Keith Stanovich, emeritus professor of applied...



Marketing Sustainably

Chet Dalzell
Benchmarking: There's No Such Thing as an Average 2% Response Rate
May 11, 2015

It seems easy enough to answer the question: How to know if a marketing campaign measures up? But managing client...



IMM-Possible ROI

Stephanie Miller
Your Secret Weapon for Amplification: Employees!
May 7, 2015

There are sales enablement programs, partner and channel enablement programs and even influencer enablement programs. Why are there then, so...



Brand Matters

Andrea Syverson
I Dare You: Create a Brand Challenge!
Mar 17, 2015

Challenging something we do quite naturally and easily is indeed the perfect challenge. We all get into ruts—some even good...



The Integrated Email

Cyndie Shaffstall
Google Announces Significant Changes
Mar 9, 2015

As a marketer who uses email, you know as well as I do, your campaigns do not stand alone. Without...



Mobile-First Marketing

Greg Hoy
5 Mobile Marketing Trends You Can't Ignore in 2015
Jan 14, 2015

I don't have to tell you that we are living in a mobile-first world that continues to drive brands to...



Muscle Marketing

Wendy Montes de Oca
Converting Your Social Media Triple-Fs: Friends, Followers and Fans
Dec 16, 2014

I've heard many gurus, marketers and publishers brag about their social media followers. They'll say things like, "Isn't it great...



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...



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  Read More >>

Companies Mentioned:

6 More Thorny Data Problems That Vex B-to-B Marketers, and How to Solve Them

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.  Read More >>

Companies Mentioned:

6 Thorny Data Problems That Vex B-to-B Marketers, and How to Solve Them

B-to-B marketers are plagued by data problems. Business data is complex and fast-changing. Customers interact with us through a variety of channels, and often provide us with conflicting information. Our legacy databases are not as robust as we need. New tools and technologies emerge and must be evaluated. It's a never-ending battle. To shed some light on B-to-B data problems, Bernice Grossman and I compiled a working list of problems and solutions. Here are some of the thorniest.  Read More >>

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Exciting New Tools for B-to-B Prospecting

Finding new customers is a lot easier these days, what with innovative, digitally based ways to capture and collect data. Early examples of this exciting new trend in prospecting were Jigsaw, a business card swapping tool that allowed salespeople to trade contacts, and ZoomInfo, which scrapes corporate websites for information about businesspeople and merges the information into a vast pool of data for analysis and lead generation campaigns. New ways to find prospects continue to come on the...  Read More >>

Named Account Marketing: New Tools and Techniques to Reach a Limited Universe

Some B-to-B marketers know exactly what accounts are in their target market. What a luxury! These marketers can eliminate the old "spray and pray," and focus all their attention and investment in a finite universe of prospects and current customers. It's almost like mass customized selling  Read More >>

Companies Mentioned:

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 >>

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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 >>

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 >>

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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 >>

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 >>