Ruth Stevens

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 in rec...

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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