Home » Tag Archives: Ruth P. Stevens

Tag Archives: Ruth P. Stevens

Troubleshooting Your B2B Marketing Data Problems

Business-to-business data continues to challenge marketers, who need to identify and communicate with customers and prospects, but who run into thorny issues every day.  Problems range from duplicates, to key-entry errors, to missing data elements, and beyond.  Recently, Bernice Grossman and I worked with a group of savvy B2B marketers at a DMA conference to compile a list of difficult data problems. Here are ... Read More »

6 Thorny Data Problems that Vex B2B Marketers, and How to Solve Them

Business-to-business marketers are plagued by data problems. Business data is complex and fast-changing.  Customers interact with us through a variety of channels, and often provide us with conflicting information. Our legacy databases are not as robust as we need.  New tools and technologies emerge and must be evaluated.  It’s a never-ending battle. To shed some light on B2B data problems, Bernice ... Read More »

Named Account Marketing: New Tools to Reach a Limited Universe

Some B2B marketers know exactly what accounts are in their target market. What a luxury! These marketers can eliminate the old “spray and pray,” and focus all their attention and investment in a finite universe of prospects and current customers. It’s almost like mass customized selling, with maximum coverage and minimal waste. Best of all, a number of new tools ... Read More »

5 Steps to Customer Data Hygiene: It’s Not Sexy, But it’s Essential

Are you happy with the quality of the information in your marketing database? Probably not.  A new report from NetProspex confirms: 64% of company records in the database of a typical B2B marketer have no phone number attached.    Pretty much eliminates phone as a reliable communications medium, doesn’t it?  And 88% are missing basic firmographic data, like industry, revenue or employee ... Read More »

B2B Marketing: How Big Should Your Campaign Budget Be?

At the ClickZ Live 2014 conference in New York, Michelle Killebrew presented an interesting case study of an IBM campaign called Rethink Business.  It got me thinking (or, should I say, rethinking?) about campaign budgeting.  My question is: how do you set a budget for a multi-touch, multi-target B2B digital campaign like the one Michelle was describing?  The short answer: spend as much as ... Read More »

B-to-B Customer Retention: Seven Strategies for Keeping Your Customer

Business marketers have much to gain from retention marketing.  Business customers tend to be fewer and valuable – meaning you can’t afford to lose even one.  But how do you keep your customers active and buying from you, versus the competition?  How do you prevent defection? The attached White Paper defines retention marketing and explains its importance to business marketers. ... Read More »

How Many Leads Do You Need to Generate? Use This Simple Calculator

One key to successful B2B lead generation programs is to calculate exactly the right number of qualified leads to provide to sales—as part of your campaign planning.  If you generate too many leads, you’ll be wasting precious marketing dollars. If you generate too few, your firm may be at risk of missing its revenue targets, with potentially disastrous financial implications.  ... Read More »

Marketing Automation Is Not Marketing Strategy

Too often, these days, I am hearing B2B marketers mouth claims like “We got this new [fill in the brand] automation tool, so now we can reduce headcount.”  Or, “Once this automation system is installed, it will take our marketing to the next level.”  This worries me.  Marketers sometimes see automation as a silver bullet.  But it’s only a tool.  ... Read More »

B2B Prospecting Data just Keeps Getting Better

The most reliable and scalable approach to finding new B2B customers is outbound communications–whether one is using mail, phone, or email, or using rented or purchased lists.  B2B marketers typically select targets from prospecting lists based on such traditional variables as industry, company size, and  job role/title. But new research indicates that B2B prospecting data is much more detailed these ... Read More »

Where to Get an Education in B2B Content Marketing?

I recently got my hands on a copy of Joe Pulizzi’s new book, Epic Content Marketing, and I can’t say enough good things about it.  Truth is, as content marketing has exploded in the last couple of years, a jillion books on the subject have come along.  But this is the one to acquire for your marketing library, for two ... Read More »

Building Your B2B Marketing Database

Your most important tool in B2B is, arguably, the marketing database.  Without a robust collection of contact information, firmographic and transactional data about customers and prospects, you are adrift when it comes to customer segmentation, analytics, and marketing communications of all sorts, whether for acquiring new customers or to expand the value of existing customers.  In fact, your database is ... Read More »

Seven Steps to a Better B2B Landing Page

Despite years of practice with digital campaigns, B2B marketers still have trouble getting their landing pages to work as hard as they could.  I am not sure why, since there’s nothing more important to capturing the responses from outbound messages and kicking off a relationship with prospects. You could say it’s the landing page is where your campaign pays off.  ... Read More »

Five Essential Functions for Every B2B Website

“If you don’t have a website, you don’t have a business.”  By now, this maxim is well understood–and it is just as true for B2B businesses as for B2C ones, if not more so.  But what kind of functionality does your B2B website really need?  What website strategies should you pursue for business marketing?  Here are five must-haves for every B2B website.  The elements ... Read More »

Push versus Pull Marketing: In B2B, You Need Both

The other day, a marketing colleague told me she was feeling under pressure to move all her efforts to inbound, or “pull,” marketing.  “Outbound is bad,” she said.  What?  Well, I guess her feeling is understandable.  Inbound marketing is all the rage today.  Hubspot promotes it.  Marketo promotes it. Seth Godin promotes it.  With the new popularity of pull marketing, B2B marketers may be under ... Read More »

B2B Marketing Lists: A Buyer’s Guide for B2B List Acquisition

For reaching cold prospects among business audiences, sales and marketing teams begin with a list.  But how should you develop your prospecting list? What are the best sources for prospecting names?  In this white paper, one will find a thorough review of the steps that sales and marketing people should take to identify and gain access to their top prospects. ... Read More »

What B-to-B Marketers are REALLY Doing with Their Databases

B-to-B marketers are using their databases for a wide range of marketing applications. The leading uses are prospecting, campaign selection, inquiry management and querying. Marketers also conduct modeling, import and export data and use their databases for campaign response tracking.  This paper reveals the results of a survey of 192 marketers on what they really do with their databases. To ... Read More »