Data

3 Obstacles in the Way of B-to-B Data-driven Marketing

Headshot of Ruth P. Stevens
By Ruth P. Stevens

Ask any business marketer about the importance of data, and you’ll get plenty of good answers. “It’s essential,” they’ll say. “Data drives everything we do.” And that’s a good thing, since marketers are under increasing pressure to manage, collect and make use of data, according to a recent CMO Club/Gartner study. But in my experience, answers like this are just lip service. Most B-to-B marketers really struggle to get their arms around the reality of customer and prospect information.

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Headshot of Ruth P. Stevens

Ruth P. Stevens

Ruth P. Stevens consults on customer acquisition and retention, and teaches marketing at companies and business schools around the world. She is past chair of the DMA Business-to-Business Council, and past president of the Direct Marketing Club of New York. Ruth was named one of the 100 Most Influential People in Business Marketing by Crain's BtoB magazine, and one of 20 Women to Watch by the Sales Lead Management Association. She is the author of Maximizing Lead Generation: The Complete Guide for B2B Marketers, and Trade Show and Event Marketing. Ruth serves as a director of Edmund Optics, Inc. She has held senior marketing positions at Time Warner, Ziff-Davis, and IBM and holds an MBA from Columbia University.

Ruth is a guest blogger at Biznology, the digital marketing blog. Email Ruth at ruth@ruthstevens.com, follow her on Twitter at @RuthPStevens, or visit her website, www.ruthstevens.com.

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