Marketing Automation Is Not Marketing Strategy

By Ruth P. Stevens | Posted on February 07, 2014 Too often these days, I hear B-to-B marketers mouth claims like, “We got this new [fill in the brand] automation tool, so now we can reduce headcount.” Or, “Once this automation system is installed, it...

Building Your B2B Marketing Database

By Ruth Stevens · Your most important tool in B2B is, arguably, the marketing database.  Without a robust collection of contact information, firmographic and transactional data about customers and prospects, you are adrift when it comes to customer segmentation,...

The myths of marketing databases unraveled

There are a variety of systems that are often considered to be marketing databases, but they are not a marketing database. However, the fact is most of these systems were created for a specific purpose and that purpose is not marketing. Many of the following systems...