Ruth Stevens

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...

Ratings and reviews sites: The new B2B marketing channel

A new mechanism has emerged to help B2B buyers who are searching online for products and solutions:  Ratings and reviews sites, where searchers can find out what their peers are saying about prospective products and suppliers, and compare product ...

Where is B2B marketing headed now? 7 predictions for 2019

I am adding my voice to the chorus of observers who predict various developments in 2019 for B2B marketing.  My policy is to avoid reflecting on my past predictions, which are likely unrealized and full of errors.  Instead I shall bold...

B2B Marketing in India: Interview with Sudhi Seshadri

This fall, I enjoyed a few months of teaching at Indian Institute of Management Bangalore, and learning much about Indian business and life. To get some insight into what’s going on in B2B marketing here, I tapped the brain of Sudhi Seshadri, who is ...

What B2C marketers can learn from B2B

There’s a lot of talk in the B2B world about what we can learn from consumer marketers.  We need to treat business buyers as individuals, with their own personas, analyze their digital buyer journeys, and use social media to communicate with the...

Keeping up with ABM: tips from the FlipMyFunnel conference

I attended my first FlipMyFunnel conference this month, and picked up some fresh insights into Account Based Marketing (ABM).  I’ve explored ABM before— with interviews here and here, for example.  But this event helped me understand how AB...

Automating your marketing through the B2B customer journey: an interview with Rich Herbst

The other day, I had the chance to meet with Rich Herbst, founder and managing partner of Ascend Marketing, which is based in Dallas and Austin. Rich agreed to discuss what he and his team have been doing in B2B, and share what they’ve learned…

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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