Ruth P. Stevens

President, educator, and author

Ruth P. Stevens consults on customer acquisition and retention, and teaches marketing at business schools in the United States and abroad. She is a guest blogger at Biznology, AdAge, HBR.org, and Target Marketing Magazine. Crain’s BtoB magazine named Stevens one of the 100 Most Influential People in Business Marketing. Stevens is the author of B2B Data-Driven Marketing: Sources, Uses, Results (Racom Communications, 2015) and Maximizing Lead Generation: The Complete Guide for B2B Marketers (Que Publishing, 2011). Stevens has held senior marketing positions at Time Warner, Ziff-Davis, and IBM, and holds an MBA from Columbia University.

Tue, 06/14/2016 - 13:10
How to Find Your Best B2B ProspectsRegular updates keep prospect data clean, correct, and valuable
Mon, 08/27/2018 - 12:01
Lead generation is a major preoccupation of the typical B2B marketing department. Indeed, most B2B marketers report that leads—with an emphasis on quality leads—are their primary goal. So, let’s review the top prospecting tools and techniques that…
The World’s Greatest B2B OfferInformation is key for people trying to get the job done
Tue, 05/01/2018 - 12:03
In business-to-business (B2B) direct marketing, I’m often asked about what kind of response rates to expect about the most productive media channels, the best lists, the best time to conduct a campaign, the most effective qualification questions. I…
The Case for Customer ReactivationStimulate the relationship with your dormant customers and reduce customer defection
Mon, 07/10/2017 - 12:02
As marketing advances, most professionals are well aware by now of the importance of retention and reactivation in optimizing the value of the customer base. The facts are clear: We know that it costs far less to reactivate a dormant customer than…
Managing Email Addresses in B2B How to increase email coverage of your customer base
Mon, 04/03/2017 - 12:01
Everyone is looking to do more with less these days. When you compare the cost of postal mail—about a dollar a piece—to the cost of email —about a penny a piece—any B2B marketer is going to prefer using email as the medium for staying in touch with…
Seven Strategies for B2B Customer RetentionWhen loyalty represents the source of all profits
Wed, 01/25/2017 - 12:02
Business marketers have much to gain from retention marketing. Business customers tend to be fewer in number, and each is more valuable—meaning you can’t afford to lose even one. But how do you keep your customers active and buying from you, vs.…
Keeping High-End Customers With Old-Fashioned Problem SolvingA successful loyalty program is not about points and rewards
Tue, 07/26/2016 - 09:20
A s the document and imaging industry evolves, imaging workflows become more sophisticated, and products increase in complexity. But with innovation, the industry has faced a new problem: customer confusion. Workflow management now involves both…
Measuring the Results of CRMBest benchmarks to put in place
Tue, 06/14/2016 - 13:10
As the initial wild enthusiasm for customer relationship management (CRM) begins to plateau, and companies become increasingly skeptical of inflated claims for success, it’s time to take a hard look at how CRM projects should be measured. What is “…