Jon Miller

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.

Have you noticed how marketers are focusing on attribution these days? "Which media channel is really driving the sale?" they ask. "What touch sequence is most productive?" "Where should we assign credit?" There is much confusion and gnashing of teeth on this subject. But I say in B-to-B these are the junior questions, and just building blocks to the bigger issues.

B-to-B marketers face myriad barriers to accurate measurement of marketing programs. But lucky for us, some help arrived last summer with Marketo's popular Definitive Guide to Marketing Metrics and Analytics. In it, Jon Miller offers five sequential methods for building a "sensible framework" to answer the age-old marketing question, "Did this program deliver results?"

A new study on an often overlooked subject is fresh off the presses: Demandbase and Focus.com 2011 National Website Demand Generation Study.

The B2B company website is growing in importance as buyers spend more time researching and selecting the information they use during a complex buying process. ... To get the inside scoop for you, I tracked down Craig Rosenberg, Leader of the Focus Expert Network and Funnelholic extraordinare to get his reaction to the survey results.

Target Marketing: What steps can direct marketers take to increase the value of their CRM initiatives while containing costs? Jon Miller, senior director of marketing and analytic applications, E.piphany: As marketers have relied more and more on traditional outbound channels, they are becoming less and less successful. The problem: Direct mail, e-mail, telemarketing and similar channels are only effective if they interrupt whatever the customer is doing at the time to gain his attention. The result is a growing consumer backlash. A recent study by Yankelovich Partners indicates that 65 percent of consumers feel constantly bombarded with too many marketing messages, and 61

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