B2B Data-Driven Marketing
Sources, Uses, Results
Ruth P. Stevens
Theresa C. Kushner
The world of business has long sought a comprehensive, practical guide to managing and executing business marketing plans and strategies. And now it’s here. B2B Data-Driven Marketing: Sources, Uses, Results, by Ruth Stevens and Theresa Kushner, meets that need. In 220 pages the book lays out basic definitions and applications by identifying data sources, setting up an organization’s data architecture to best advantage, and managing that data and keeping it clean. The book then shows how busi-ness marketers use their information, how to manage that data on a global scale, and how all companies, from mom-and-pops to multinationals, can manage their data within reasonable cost parameters. The last chapters discuss trouble-shooting problems (with solutions), case studies showing all of the book’s principles in ac-tion, and speculation on the future of B2B database marketing. It is the one book that B2B marketing managers and owners will keep close athand.
Ruth P. Stevens consults on customer acquisition and retention, teaches marketing at business schools in the U5. and abroad, and is a guest blogger at Biznology and Target Marketing Magazine. Crain’s BtoB magazine named Ruth one of the 100 Most Influential People in Business Marketing. Her newest book, 328 Data-Driven Marketing: Sources, Uses, Results, is being published in May 2015. She is also the author of Maximizing Lead Generation: The Complete Guide for B2B Marketers, and Trade Show and Event Marketing, and co-author of the white paper series, "B-to-B Database Marketing." Ruth is a director of the HIMMS Media Group and the Business Information Industry Association. She also serves as a mentor to fledgling companies at the ERA business accelerator in New York City. She is past chair of the DMA Business-to-Business Council, and past president of the Direct Marketing Club of New York. Ruth has held senior marketing positions at Time Warner, Ziff-Davis, and IBM and holds an MBA from Columbia University. Learn more at www.ruthstevens.com.