Ardath Albee

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.

Katie Martell is CMO and co-founder of Boston-based marketing software provider Cintell.

What constitutes a useful buyer persona? What should you include in a buyer persona for your organization? There are differing opinions on the exact recipe. The field of persona development is similar to the art world — different practitioners have models and styles that work for them and their clients.

The world of content marketing is full of mystery and intrigue with companies leveraging every possible resource to achieve a competitive advantage. In the fast changing world of digital marketing, no resource is more valued than the coveted “content marketing secret agent.” These covert content operatives perform their customer segmentation, persona development and editorial planning in the dead of night while most marketers are asleep, snug in their beds. ... You can download the e-book pdf file directly here: Content Marketing Secrets eBook.

"Email is used by most B2B marketers for a variety of purposes—many of which are executed distinctly, sometimes without visibility across the organization," writes Ardath Albee at Marketing Interactions. "There's brand awareness, lead generation, customer retention and loyalty, driving Web traffic, promoting sharing with colleagues and on social networks, lead nurturing, newsletters and more." But such broad usage of email can cause problems if departments don't coordinate their campaigns. For instance, Albee notes, you might unwittingly create a frequency nightmare like this: Your prospect receives a message from your carefully designed nurturing program.

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