About
Do you have all the customers you need? My consulting practice can help. I will assess…
Articles by Ruth
Activity
17K followers
-
Ruth Stevens shared thisWhat if marketing's obsession with the customer is actually the problem? Tim Parkin consults with marketing executives at some of the world's biggest brands and rates most large corporate marketing teams a 3 out of 10. It's not because they don't understand their customers, but because they've completely neglected the internal teams doing the work. No clear processes. No real collaboration. No alignment. And all the customer focus in the world can't fix that. He joined us on Marketing Horizons with a specific action plan for how to turn it around: https://lnkd.in/e6PQvzPi Co-hosted with Cyndi Greenglass and sponsored by WVU Marketing Communications Online Programs
-
Ruth Stevens shared thisIn the early 1970s, Shelly Lazarus was one of a handful of women to graduate from Columbia Business School with an MBA. Thirty years later, she was Chairman and CEO of Ogilvy & Mather — one of the most powerful advertising agencies in the world. Shelly joined Cyndi and I to share career war stories, hard-won lessons, and the philosophy that carried her to the top of an industry that didn't exactly roll out the welcome mat. Her advice on authenticity alone is worth the listen: https://lnkd.in/e7DX-kN7 Co-hosted with Cyndi Greenglass and sponsored by WVU Marketing Communications Online Programs #MarketingLegends #GlassCeilingMarketing Communications | Shattering the Advertising Glass CeilingMarketing Communications | Shattering the Advertising Glass Ceiling
-
Ruth Stevens shared thisExpert witnessing can be a profitable and satisfying extension of a consulting practice — and can also be a humiliating disaster. I've experienced both ends of that spectrum personally. The difference came down to preparation, self-knowledge, and understanding the dynamics of a deposition that most experts completely misread. Professor Brian Peter Brinig's book that lays out exactly what it takes to survive and thrive in the expert witness role. Here are the lessons that resonated most: https://lnkd.in/gtpAUy_2
-
Ruth Stevens shared this#B2B marketers, I urge you to read this brief excerpt from Scott Gillum's new book about how our audiences' behavior is changing--and fast. I wish I could meet and learn from this character Ben one day. He's breaking through the clutter. https://lnkd.in/evvHr-VT
-
Ruth Stevens shared thisHealthcare marketing is one of the most complex channel strategies in any industry. The end-user isn't the buyer. The buyer isn't always the decision-maker. And everyone — physicians, insurers, patients, regulators — has a different agenda. Sound familiar? It's basically B2B, with higher stakes and a lot more compliance lawyers. Jean-François Denault, 20-year healthcare and life sciences marketing veteran, joined us on #MarketingHorizons to break down what's changing fast, from AI-driven patient engagement to the shift from cost-based to value-based messaging: https://lnkd.in/e5p9EyZX Co-hosted with Cyndi Greenglass and sponsored by WVU Marketing Communications Online Programs #healthcare #marketing #ai
-
Ruth Stevens shared thisFred Reichheld invented Net Promoter Score. And he thinks most companies are using it wrong! The man The New York Times credited with putting loyalty economics on the map joined us on Marketing Legends — and he didn't come to talk about metrics. He came to talk about why enriching customers' lives, not making shareholders rich, is the actual purpose of a company. His case is more rigorous than you'd expect. And his critique of how NPS has been misused is something every executive should hear: https://lnkd.in/gna5MCYp Co-hosted with Cyndi Greenglass and sponsored by WVU Marketing Communications Online Programs #Loyalty #Marketing
-
Ruth Stevens shared thisCan AI create the "big idea"? Not yet. And that's exactly why the intuitive marketer still has a future. Susan K. Jones has spent 33 years training the next generation of marketers — and she believes AI won't kill gut instinct, it'll sharpen it. The marketers who learn to combine data fluency with creative judgment will be the ones who win. She joined Marketing Horizons to explain why — and what it means for anyone building a career in marketing right now: https://lnkd.in/dKKEm85F Co-hosted with Cyndi Greenglass and sponsored by WVU Marketing Communications Online Programs #IntuitiveMarketing #marketing #ai
-
Ruth Stevens shared thisB2B marketers have avoided TV advertising for decades. Too expensive. Too much waste. Zero accountability. Connected TV changes all three of those objections at once. Precise targeting by company size, job role, and intent. Direct attribution back to site visits and form fills. And your competitors are barely paying attention yet. Here are seven reasons this is the moment to test CTV — and one real campaign result that made me a true believer: https://lnkd.in/eKXbE2A4 #B2Bmarketing
-
Ruth Stevens shared thisWhen ABM came along, I was genuinely hopeful. Finally, something that would get sales and marketing working together — and get marketers involved in key accounts where the real profits live. That promise has never fully materialized. And I have a theory about why: we turned a strategy into a software category, and the culture problems that were always underneath never got solved. ABM tool adoption just fell 10% in a single year. But the companies doing ABM right are reporting 30% revenue growth and larger deal sizes. So what separates the two? I asked the experts: https://lnkd.in/ex66uCgJ #B2Bmarketing MarTech ConferenceABM isn't the B2B salvation we were promised | MarTechABM isn't the B2B salvation we were promised | MarTech
Ruth Stevens commented on a post
2d
That's amazing, Scott. That's the "culture eats strategy for lunch" factor again, right? People hire people like themselves, and the company ends up being led by a gaggle. So much for diversity of thought, experience and behavior, eh? But for selling purposes, it does give us an advantage.
-
Ruth Stevens liked thisRuth Stevens liked thisAI adoption isn't binary — it's a spectrum. Airtable's Human-Agent Collaboration Framework maps out five stages of AI maturity so your team knows exactly where it is and what comes next. Download the free framework guide.
-
Ruth Stevens liked thisRuth Stevens liked thisA strong laboratory is foundational to the financial stability of the entire health system. Download our white paper to learn more.
-
Ruth Stevens liked thisRuth Stevens liked thisAward-winning energy. Dynamic duo mentality.🔥 Ajay Gupta and Vincent Pietrafesa are heading to CelebrASIAN 2026 after Stirista was recognized as a FAST 100 Asian American Business Award winner. Catch them in Plano, TX, June 2–4 as they connect, collaborate, and continue stirring up the conversation around innovation, marketing, and growth. #CelebrASIAN2026 #FAST100 #Stirista #MarketingLeadership #BusinessGrowth USPAACC
-
Ruth Stevens liked thisRuth Stevens liked thisProviding a platform for multi-stakeholder dialogue on the theme ‘Accelerating India’s Pathways to Net-Zero for Viksit Bharat’, the Supply Chain Management Centre (SCMC) at IIM Bangalore, in partnership with NET ZERO THINK, hosted day one of the Climate Innovation Summit 2026 today. Conceived as a forum that convenes ideas, experiences, technologies and solutions to realize the immense potential that climate innovation brings us, the summit was inaugurated by Prof. Dinesh Kumar, Director-in-charge, IIMB; Prof. Vasanthi Srinivasan, Dean, Alumni Relations & Development, IIMB; Prof. Rajeev R. Tripathi, Chairperson, SCMC at IIMB; Mr. Krushna Chandra Panigrahy, Director General, Bureau of Energy Efficiency (BEE); Mr. Manu Srivastava, IAS, Joint Chief Secretary, Department of Energy, MP; Mr. J Santosh Kumar, Former Rajya Sabha Member and Founder, Green India Challenge; Dr. Manoj Kumar Singh, Founder, Net Zero Think; and Dr. Aditya Gupta, COO, SCMC at IIMB. The summit also marked the launch of the Business Responsibility and Sustainability in India report developed by SCMC, which presents a comprehensive analysis of BRSR disclosures by India’s top 1000 listed companies for FY 2024–25. It offers deep sector-wise ESG insights and highlights emerging trends, challenges and opportunities shaping India’s sustainability reporting landscape. Welcoming policymakers, industry leaders, researchers and students to the summit, Prof. Rajeev R. Tripathi reflected on the shifting global climate discourse and the urgency of sustaining momentum around climate action. Prof. Dinesh Kumar drew attention to the interconnected challenges of energy, biodiversity and AI shaping climate transition discourse during his opening remarks. During his keynote, Mr. Krushna Chandra Panigrahy observed that the path to Net Zero would require substantial investment, policy reform and infrastructure development, adding that overcoming these challenges would depend on coordinated action between governments and industry, along with national and international partners. Delivering the second keynote address, Mr. Manu Srivastava, argued that renewable energy has now moved beyond the realm of climate justice into one of clear commercial viability. "Renewable energy today is commercially viable by itself. One need not depend only on the argument of climate change to push for it”. 🔎For the day one debrief, read: https://lnkd.in/g6PAQiCg #IIMB #SCMC #ClimateInnovationSummit #NetZero #SupplyChain #SupplyChainManagement
-
Ruth Stevens liked thisRuth Stevens liked thisOur Fordham Gabelli School of Business Global Business Honors Program (GBHP) students wrapped up a very productive week in Santiago Chile, focused on learning about the country, culture and business innovation. Our Jesuit host, Universidad Alberto Hurtado, provided three great lectures. Professor Andres Suarez offered insights / challenges faced by the Chilean economy, Professor Carolina Sepulveda focused on Social Innovation, and Professor Narea Palma covered the history of Chilean Politics. Thank you Daniel Castillo Mauna, Catalina Labra Alemany & Sebastian Salinas for your support and hospitality! See my other posts for info on our company visits and cultural experiences. The Fordham Gabelli Global Business Honors Program (GBHP) is a highly selective, four-year undergraduate track for top-performing students at Fordham University's Gabelli School of Business. It equips students for leadership roles through rigorous specialized coursework, two intercontinental international trips, and an original year-long senior research project. Wish you were here? So do we. Join us! Fordham. For What Matters.
-
Ruth Stevens liked thisRuth Stevens liked thisLast week, I went back to school. It was awesome. Mazen Fadel invited me to guest lecture to his marketing students at the University of Washington's Foster School of Business. On a sunny Thursday before Memorial Day, I shared a few slides about AI media and why AI-infused platforms and experiences are becoming the newest advertising channel. And then, I opened it up to discussion. What do these students -- the social media generation, most of them born after Facebook was founded -- think of AI? How do they use it? How do they think marketing will change? Nearly all the students said they were familiar with AI. But only about a third to half said they used it to research or find a product to buy. Many said they still relied on Google or social media for that. Tucking that one away for future pondering... Trust was also a big topic of conversation. One student asked me what happens when ads appear near organic responses. Another asked about bad actors and hallucinations. I've seen a lot of research lately about Gen Z's skepticism toward AI, and the students in Mazen's class are clearly also skeptical. At the end of the hour, one student asked me one of the smartest questions I've heard lately: "Where do the ad dollars come from? Do they come from search or social or something else?" My response: Search first, since that's the most similar thing in advertisers' minds, but retail media could also be a source of funds. Less likely: social media or video (at least until AI video platforms have a second coming). It's been a while since I lectured to students, and you know what? I really enjoyed it. Mazen, thank you for the opportunity!
-
Ruth Stevens liked thisRuth Stevens liked thisAt the Forrester B2B Summit North America held this April, attendees were able to watch session recordings for a limited time through the app, including CEO George Colony's keynote address. At the beginning of his speech, in front of 1,800 people, he said, "Ichiro is somewhere in this room. He flies in from Tokyo every year for this conference—12 times in a row. That's amazing. Thank you, Ichiro." He mentioned my name four times! I was truly surprised. Over the next three days, people throughout the venue kept coming up to me and asking, "You're that Ichiro, aren't you?" I felt both embarrassed and happy, but thanks to that moment, I was able to make many new connections. When I showed the recording to my colleagues back at the office, they said, "Wow, it's real—that's amazing!" See? I told you so! Life is wonderful. #ForrB2BSmmit #B2BMarketing #Japan
-
Ruth Stevens liked thisRuth Stevens liked thisDelighted to be asked to address American Advertising Federation #ADMERICA2026 on the Digital Advertising Alliance. This is a terrific event with some of the industry's most passionate and enthusiastic advertisers. Their great work with brands big and small, multi-nationals and local businesses, and causes central to all of our communities, reminds us of the need to empower advertisers to continue to be creative, engaging and relevant. We, at the #AdChoices program, are proud to help support and empower responsible brand-consumer engagement. Thank You to AAF for including us in your program, and thank you to the thousands of brands, agencies, publishers and adtech companies who participate in this critically important initiative to provide consumers with transparency and control for targeted advertising. Steve Pacheco Clark Rector Carla Michelotti Anne Kierig Rob Hartwell Drew Goesl
Experience & Education
-
eMarketing Strategy
View Ruth’s full experience
See their title, tenure and more.
or
Volunteer Experience
-
Emeritus Trustee
Princeton in Asia
Education
PiA sends over 150 recent college grads to Asia to live and work for a year or two. Founded 125 years ago, PiA fosters international understanding and expands world views.
-
Publications
-
B2B Data-Driven Marketing: Sources, Uses, Results
Racom Books
Other authors -
-
Maximizing Lead Generation: The Complete Guide for B2B Marketers
Pearson
See publicationThe hands-on, up-to-the-minute guide to generating better-qualified, quicker-to-close leads.
-
Trade Show and Event Marketing: Plan, Promote, Profit
Thomson
The complete guide for B2B marketers on how to get the most value from trade show and event marketing.
Projects
-
B-to-B Database Marketing series of white papers
- Present
The State of B-to-B Prospecting Data Accuracy (2016)
13 Thorny Data Problems that Vex B-to-B Marketers, and How to Solve Them (2014)
A Deep Dive into B-to-B Prospecting Databases: How Seven Data Suppliers Compare (October 2013)
B-to-B Technology Industry Prospecting Databases: A Comparative Analysis of Nine Data Suppliers (July 2012)
B-to-B Response Databases: A Comparative Analysis (April 2011)
Online Sources of B-to-B Data: A Comparative Analysis, 2010 Edition (March…The State of B-to-B Prospecting Data Accuracy (2016)
13 Thorny Data Problems that Vex B-to-B Marketers, and How to Solve Them (2014)
A Deep Dive into B-to-B Prospecting Databases: How Seven Data Suppliers Compare (October 2013)
B-to-B Technology Industry Prospecting Databases: A Comparative Analysis of Nine Data Suppliers (July 2012)
B-to-B Response Databases: A Comparative Analysis (April 2011)
Online Sources of B-to-B Data: A Comparative Analysis, 2010 Edition (March 2010)
Online Sources of B-to-B Data: A Comparative Analysis (January 2009)
What B-to-B Marketers are REALLY Doing With Their Databases (October 2007)
Enhancing Your B-to-B Database with Data Append (January 2007)
15 Thorny Data Problems That Vex B-to-B Marketers, and How to Solve The(January 2007)
Outsourcing Your Marketing Database: A "Request for Information" is the First Step (March 2006)
Keep It Clean: Address Standardization Data Maintenance for Business Marketers (February 2006)
Our Data is a Mess! How to Clean Up Your Marketing Database (October 2005)Other creators -
Honors & Awards
-
One of 20 Women to Watch
Sales Lead Management Association
-
One of the 100 most influential people in B2B marketing
Crain's BtoB Magazine
Languages
-
Japanese
-
Recommendations received
10 people have recommended Ruth
Join now to viewOther similar profiles
-
Josh Kampel
Josh Kampel
Senior executive with a passion for helping executives and companies understand how technology and innovation are transforming business. Proven track record of driving sustainable business growth by building successful partnerships, products, and services. <br><br>Specialties: Traditional and Non-Traditional Media (Web, Mobile, Events, Print, Radio, Digital Signage) • Market research and analysis • Integrated marketing • Product design and development • Strategic partnerships and alliances • Consumer research and insight • Project Management and Operations • Shopper Marketing
Explore more posts
Explore top content on LinkedIn
Find curated posts and insights for relevant topics all in one place.
View top content