Ruth P. Stevens

To motivate business buyers, especially in digital, it helps to base your message on powerful, proven B-to-B copy platforms that encapsulate the key benefit to the prospect. They answer the questions, “Why should I care?” and “What’s in it for me?”

Okay, we’re in the maelstrom. But what is on the horizon for data-driven marketing? Here are some predictions, culled from interviews with several very bright observers who contributed to my new book, "B2B Data-Driven Marketing: Sources, Uses, Results."

Data is all the rage in marketing today. Everyone is talking about it. “A carefully considered data strategy must be a CMO’s top priority,” says AdAge. Data has been called the “new oil” that fuels marketing today. But B-to-B marketers still struggle to get their full share of value from data.

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