Mike Volpe

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.

B2B sales and marketing people have always understood that it’s an account that buys, not an individual. And further understood that certain key accounts will produce the lion’s share of any company’s revenue. So, going to market through account-based strategies is standard B2B operating procedure.

Due to the wealth of real-time analytical information now available through today’s software, being a marketing director is much like being a bookkeeper during horse racing season; jubilation can shift to humiliation pretty darn quickly. Months are no longer tracked and measured on the 31st. Instead, each day stands alone as a projection of your business goals, acting as a small part of a bigger picture that we can now analyze, pixel by pixel. This is great when things are going well and goals are being hit, but when they’re not, you’ll often find yourself on the wrong side

The future of our beloved marketing industry is changing fast—the good news is, we don't even need a crystal ball to see where it's headed! HubSpot CMO Mike Volpe, when sharing his story on how he came to be HubSpot's fifth employee, says the problem he faced as a marketer was finding an integrated marketing software solution that allowed him to see how his various marketing efforts impacted his website and revenue. Little did he know when yearning for this marketing system that it was in the process of being built.

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