Todd Lebo

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.

Top 10 lists are everywhere this year. I even ran across a top 10 list of top 10 lists—hilarious! My list is about the most interesting people that I came across in B2B marketing during 2017. I find them fascinating not only as interesting people, but also for making valuable contributions to our business and our world. So, meet this year’s fascinating B2B marketers.

By Irene Cherkassky Any good direct mail package has to stop the consumer as he shuffles through his stack of mail and make him want to dive into the envelope to learn more about the offer inside. So how do you know if yours is an effective mailing? How about a package that boosts a marketer's net response rate by 34 percent? That's exactly what a subscription mailing for Kiplinger's Retirement Report news-letter accomplished for the Washington, D.C.-based financial publisher (Archive code #270-179455-0410). Along with the response rate increase, Todd Lebo, product manager for Kiplinger, says, "We were also able to increase

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