Ruth Stevens

How well do you know your customer data?

Some marketers seem to keep their distance from customer data.  When I ask what kind of customer information they are working with, I hear things like, “Oh, Mary is in charge of our data.  I leave it to her.”  This is unfortunate.&nbsp...

The B2B marketing ironies of our time

I’ve been noticing some ironies in the world of B2B marketing lately; you know what I mean. When the common wisdom is one thing, but the reality is another. I get annoyed, especially when the so-called common wisdom is driven by the profit motive, or...

Deepening B2B customer relationships with “the funnel beyond the funnel”

I’ve long observed that B2B marketers focus too much on lead generation, and not enough on current customer expansion and retention, which is, after all, where the bulk of profits lie. When asked, the typical B2B marketer will say that 80-85% of thei...

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