The 10 Most Fascinating People in B-to-B Marketing
Marisa Edmund is among a relatively rare circle of marketing professionals who rise in their firms to supervise both sales and marketing. After running marketing at Edmund Optics, a global manufacturer and distributor of industrial optics components, in 2015 Mari was promoted to EVP global sales and marketing. Let’s hope there are many such promotions henceforth. This certainly serves to address issues around sales and marketing alignment in one step!
Joe Pulizzi understood the power of content marketing way earlier than the rest of us, and built an entire business around it with the Content Marketing Institute. I was especially fascinated to hear Joe speak about his strategic vision for the business, which recognizes that the subscriber file is the core asset, around which all products revolve, whether it’s Content Marketing World, or the road shows, magazine, blogs, consulting, books and all manner of services to help B-to-B marketers refine their strategies around educating customers and prospects for marketing purposes.
Theresa Kushner is a leader in an area that many B-to-B marketers shy away from: data administration. With a long career at Texas Instruments, IBM and Cisco, Theresa is now at VMWare managing a team of data professionals across the globe. Her fascination for me is how easy she is to work with as a co-author. Our new book, "B2B Data-Driven Marketing: Sources, Uses, Results," was a pleasure to produce, thanks to Theresa’s knowledge and ability to explain complex subjects with clarity.
Joel Harrison, editor in chief at B2B Marketing in the UK, deserves our warm appreciation for managing to survive — and thrive — in a world where B-to-B trade pubs and conferences have dropped like flies on this side of the Atlantic. His organization provides a host of publications, lively events, training and networking opportunities serving the B-to-B marketing community. I wish I could explain why the U.S. has struggled to sustain similar businesses.
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.