Ruth P. Stevens
Contributor at Freelance
#B2B marketer, consultant, educator, speaker, author of 1. B2B Data-Driven Marketing 2. Maximizing Lead Generation and 3. Trade Show & #EventMarketing
Articles
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2 weeks ago |
martech.org | Ruth P. Stevens
When account-based marketing (ABM) came along in the early 2000s, I was really excited and hopeful. I thought it would finally get B2B sales and marketing teams working together. I also knew that we marketers needed to move off our maniacal obsession with new-account lead gen and invest in adding value across the entire customer relationship. Key accounts have been the source of most B2B profits forever, but they have traditionally been sales’ province.
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2 weeks ago |
harro.com | Ruth P. Stevens
When account-based marketing (ABM) came along in the early 2000s, I was really excited and hopeful. I thought it would finally get B2B sales and marketing teams working together. I also knew that we marketers needed to move off our maniacal obsession with new-account lead gen and invest in adding value across the entire customer relationship. Key accounts have been the source of most B2B profits forever, but they have traditionally been sales’ province.
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2 months ago |
martech.org | Ruth P. Stevens
B2B tech stacks are becoming increasingly complex, with too many point solutions — some rarely used — and mounting SaaS subscription fees. Even worse, many stacks aren’t fulfilling their intended purpose. Only 17% of companies feel their tech stacks meet all their needs, a recent Webflow report reveals. New and promising tools are emerging almost daily and deserve a closer look. After all, shiny objects often shine for a reason. Here are 13 B2B marketing tools that have caught my attention.
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Nov 4, 2024 |
martech.org | Ruth P. Stevens
Digital natives aren’t like the rest of us. They are bringing entirely new behavioral patterns into the B2B buying process, and experienced marketers and sellers ignore this at their peril. Call it “the consumerization of B2B.” We must treat buyers like the consumers they are in their personal lives, and develop new expertise in the media channels and messages that tend to work in consumerland.
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Aug 26, 2024 |
martech.org | Ruth P. Stevens
Like just about everything in marketing, B2B marketing is changing — and fast. Some of the trends I’m seeing have been developing for a while, but now they’re really taking off. What’s going on? Here are five of the most important developments. Gen X and Y are entering the buying group, in droves. And they roll their eyes at the old “OK Boomer” generation’s buying behavior. Theirs is distinctly digital. Digital first: apps, mobile, social media, video, podcasts, ecommerce — the works.
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