Content by Ruth P. Stevens

Ruth P. Stevens's picture
Ruth P. Stevens
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...
Ruth P. Stevens's picture
Ruth P. Stevens
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...
Ruth P. Stevens's picture
Ruth P. Stevens
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...
Ruth P. Stevens's picture
Ruth P. Stevens
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...
Ruth P. Stevens's picture
Ruth P. Stevens
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...
Ruth P. Stevens's picture
Ruth P. Stevens
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...
Ruth P. Stevens's picture
Ruth P. Stevens
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...