Ruth P. Stevens | B2B Marketing Consultant, Author and Professor

Ruth P. Stevens | B2B Marketing Consultant, Author and Professor

• Ruth is a B2B marketing consultant.
• She is the author of a book titled, “B2B Data Driven Marketing Sources, Uses Results.”

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In the dynamic realm of business, where transactions extend beyond the consumer sphere, Business-to-Business (B2B) marketing takes centre stage. The landscape demands a unique set of strategies, encompassing everything from building strong brand identities to navigating global markets. Establishing a robust digital presence, understanding the diverse challenges of global markets, and harnessing emerging technologies like artificial intelligence are integral aspects of staying ahead in the B2B marketing game. As we navigate this complex terrain, experts like Ruth P. Stevens, a seasoned B2B marketing consultant, shed light on the intricacies, innovations, and trends shaping the future of B2B marketing. 

[00:34] – About Ruth P. Stevens

• Ruth is a B2B marketing consultant.
• She is the author of a book titled, “B2B Data Driven Marketing Sources, Uses Results.”

[03:34] – How has the landscape of B2B marketing evolved in recent years? What are some trends shaping this industry?

• B2B marketing has transformed due to the maturation of digital channels.
• The younger committee members are comfortable with digital communications. 
• Social media, once deemed unnecessary for B2B, has become essential. 
• The role of salespeople has faced challenges as buyers increasingly prefer transacting through digital channels. 

[06:37] – How important is it for B2B businesses to define their target audience and create buyer personas?

• Segmentation is crucial for efficiency in marketing. 
• Defining a target audience and creating buyer personas ensure that marketers focus on prospects likely to buy. 
• Effective segmentation enables personalized and relevant messaging, improving the overall effectiveness of marketing efforts.

[11:53] – How can businesses effectively nurture their leads through the sales funnel?

• By using marketing technology to set up a series of outbound communications, often through email. 
• These communications should deliver value and gather information about the prospect’s needs, budgets, and potential buying behaviour. 
• Staying in touch efficiently is crucial, and the messaging should be helpful rather than focused solely on sales pitches.

RESOURCES:

You can connect with Ruth P. Stevens: LinkedIn

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• Ruth is a B2B marketing consultant.
• She is the author of a book titled, “B2B Data Driven Marketing Sources, Uses Results.”