Ruth Stevens

B2B CMOs: Shift Your Priorities Beyond Leads

It seems like every week I see a new research report naming leads as the top priority of B2B marketing departments. It’s no wonder CMOs focus an estimated 85% of their efforts on acquisition. Ask any sales person, “What do you want from marketing?’&nbs...

B2B Senior Leadership: It’s Time to Face the Truth About Sales and Marketing

The yawning gulf between sales and marketing is a fact of life in B2B companies. What needs to be done?

Why B2B Marketers Should Try CTV Advertising

Over the last couple of years, Connected TV, via channels like Hulu and IMDB, has emerged as a productive new advertising medium. CTV offers two key benefits: precise household-level targeting, and accurate tracking for attribution.  Which is exac...

How to Find B2B Prospects Worldwide

Do you know of a growing B2B company that sells only domestically?  I can’t think of one.  U.S. producers of products and services for other companies and institutions are highly likely to be selling abroad, whether through distributors or di...

How to Perfect Your B2B Marketing Message

We often think of marketing messages as springing from serendipitous breakthroughs, big ideas that come in a flash of creative brilliance.  And that may be true, sometimes.  But like many aspects of B2B marketing, message strategy can be deve...

Don’t Be a Jerk on LinkedIn

LinkedIn is one of the greatest business tools ever, but it can be misused—even abused. Your reputation is perhaps your most valuable business asset.   So your behavior on LinkedIn must reflect the way you want to be perceived. Here...

Six Ways to Connect with your B2B Website Visitors

Website visitors are among your most valuable prospects. They have found you, searching around for a solution. They’re clearly interested in your category and it’s very likely they are in the market for an offering like yours. The only problem is ...

Fresh Prospecting Ideas for B2B Marketers

Always on the lookout for new ways to identify prospects and generate leads in business markets? This year I’ve come across a handful of services and tools that demonstrate and welcome creativity and innovative by using digital marketing. Here are...

What is Sales Enablement, Anyway?

The other day I was invited to speak on retention marketing as part of a 3-webinar series on sales enablement.  It got me thinking:  What is sales enablement, anyway?  I remember the term in general use when I worked at IBM in the ‘90s.&...

The Ongoing Challenge of B2B Multi-channel Attribution: 7 Practical Workarounds

B2B marketers have long struggled to demonstrate results along the complex path from a campaign investment, to a sales lead, to a closed revenue deal.  Digital campaign channels make things easier on the front end.  We can track a click to a ...

10 B2B Marketing Strategies for a World Without Face-to-Face Events

The pandemic has taken away one of B2B marketing’s steadiest, most reliable sources of lead generation and customer engagement, on a global basis.  What’s to be done?  It’s not easy to replace a marketing channel that represents on average 20...

Covid-19 Lessons for B2B Marketers

The global pandemic is affecting every area of our lives and our businesses today.  I reached out to my longtime colleague and friend Roger McDonald, a seasoned sales and marketing executive and thoughtful observer of things B2B, to gather up his ...

New Technologies Drive Trade Show Marketing Productivity

How to explain my longtime fascination with trade shows and business events?  It’s because events often comprise the single largest portion of B2B marketing budgets, averaging 22%.  And because, when done right, events can be the single most ...

Six steps to success in B2B seller marketplaces

Amazon Business is expected to reach $52 billion in sales by 2023, and is growing faster than its consumer side. Alibaba and eBay are also competing actively in the B2B space. But these giants are only part of the story. Complex categories like oi...

Where is B2B marketing headed in 2020? 7 predictions

Forecasting the future is a dangerous but irresistible practice for observers like myself.  So let me plunge ahead with 7 bets on likely new developments in the world of B2B marketing.  Just don’t look at my predictions from last year to chec...

Five ways business buying is changing: Ignore these at your peril

If you’re a B2B marketer, especially a services provider, your environment is about to be upended.  Customers are changing, and so are the ways they buy. I’ve been struck recently by five glaring developments in business buying that you need to k...

12 tips for successful lead qualification

B2B marketers understand the importance of qualifying a lead before it goes to a sales person, but sometimes the qualification process can get tricky.  Today, most established companies assign the qualification role to an SDR, or sales development...

Big B2B ideas from the #B2BSMX conference

Last summer, I picked up a score of great ideas from the FlipMyFunnel conference in Boston.  This year, the conference has joined forces with two other B2B niche conferences to form the B2B Sales and Marketing Exchange, held at the opulent Vegas-s...

How to Turn Anonymous Website Visitors into Leads

Collecting information about website visitors, a standard practice in B2B marketing, is now becoming available to consumer marketers. I recently had a chat with Karl Van Delden, who heads product management at Stirista. His latest product is Visitor ID...

Prospect Experience Marketing: Find the Gold in Your Lead Generation Program

I recently caught up with Dan McDade, longtime B2B practitioner in lead qualification and nurturing.  I’ve been a fan of Dan’s for years.  Having sold his call center business to a colleague and started a new venture, Dan offered me some fres...

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