James Obermayer

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.

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...

What “Managing Sales Leads” (The Thompson Corporation, $39.95) lacks in style, it certainly makes up for in substance. Pick it up for its action-oriented checklists and chapter summaries as well as a thorough (three chapters worth!) analysis of why sales leads are “the lifeblood of every company.” Bear in mind, however, that giving it a full read will be a commitment—its information-packed but sometimes repetitive sections require complete attention and engagement on the part of the reader. There’s no denying that author James Obermayer is a true authority on the subject of lead management, however, his scope of knowledge is so dense that it

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