Guest: Ruth P. Stevens

SLMA Week: Why is there so much lip service and so little action in Marketing ROI Reporting?

Is there really a marketing ROI?  Ruth P. Steven's tells the truth!" This is a replay of a show that is evergreen. The problem still exists.How do you weigh in on it?SLMA Radio host Jim Obermayer interviews Ruth P. Stevens about the reality of the holy grail of proving marketing's return investment. Is it as easy as some say or as difficult as some others say;Why aren't more marketers skilled enough to prove the ROI for lead generation (or branding for that matter).What are the consequences of a marketer not being skilled in ROI reporting? What are the most often used tools for proving the return on results for marketing plans.About  Ruth P. StevensRuth P. Stevens's expertise in customer acquisition and retention derives from a decade and a half of hands-on marketing for both large enterprises and start-up companies. Just prior to beginning her consulting practice, she served as chief marketing officer at an Internet company in New York City. Before that, she had broad responsibilities for direct marketing at three corporate giants – IBM, Ziff-Davis and Time Warner.She has been listed as one of the 50 Most Influential in Sales Lead Management in 2011, one of the 20 Women to Watch in Sales Lead Management in 2012 and 2011. Since going independent in the late 90's, Ruth has had a lot of experience with people who are on the fence with the decision of whether venturing out on their own is for them, or are they better staying with or seeking a firm to work for.She will also help alert you as to the common mistakes people make when making this change without thinking it through all the way. This mistakes can make the difference between success and failure.------------------This episode is generously sponsored by The Vanella GroupThe Vanella Group, Inc. is the only firm that delivers telebased lead generation programs exclusively for enterprise technology providers. They achieve results 5 times higher than industry standards for outbound lead generation based on the research published by implementing their unique Telesales 2.0 methodology. We are an award winning leader in this space and get results like no other firms.The Vanella Group supports firms from Fortune 500 companies to startups.To learn more, visit BuildPipeline.com or call 888-335-0340and by ValidarWhether you’re producing a seminar series, user’s conference, lunch and learn, or exhibiting at a tradeshow, Validar has a solution.  From capturing leads at tradeshows to managing onsite registration, tracking session attendance, gathering feedback, and providing sponsors lead retrieval we have a full suite of solutions for you.  Since 2005 Validar has been turning Corporate Events and Trade Shows into Better Business. Call 888 784 2929 or visit us at www.validar.com 

Maximizing Lead Generation: The Complete Guide for B2B Marketers

Book Review with the Author: Maximizing Lead Generation: The Complete Guide for B2B MarketersAuthor Ruth P. Stevens is interviewed on August 13, 2015, 10:30 Pacific time by SLMA Radio Host Jim Obermayer about her book Maximizing Lead Generation.   We will discuss her step by step lead generation recommendations, see if the top media options have changed in the time since the book was published and if her predictions on the ways lead generation is going to evolve has started to come true. About the book: Maximizing Lead Generation: The Complete Guide for B2B MarketersPaperback, 11 Chapters, 199 pages plus indexThe Case for Lead GenerationCampaign PlanningThe Marketing DatabaseCampaign DevelopmentCampaign Media SelectionResponse Planning and ManagementLead EqualizationLead NurturingMetrics and TestingThe Fast Evolving Future of Lead GenerationAvailable on Amazon and Que PublishingList Price: $44.95  Que $26.99  Amazon: $15.85  Also available as a Kindle book.About Ruth P. StevensRuth P. Stevens consults on customer acquisition and retention, teaches marketing at business schools in the U.S. and abroad, and is a contributor to HBR.org, AdAge, Biznology and Target Marketing Magazine.  Crain's BtoB magazine named Ruth one of the 100 Most Influential People in Business Marketing.  Her newest book is B2B Data-Driven Marketing: Sources, Uses, Results.  She is also the author of Maximizing Lead Generation: The Complete Guide for B2B Marketers, andTrade Show and Event Marketing, and co-author of the white paper series, "B-to-B Database Marketing."  Ruth is a director of the HIMMS Media Group and the Business Information Industry Association.   She also serves as a mentor to fledgling companies at the ERA business accelerator in New York City.  She is past chair of the DMA Business-to-Business Council, and past president of the Direct Marketing Club of New York. Ruth has held senior marketing positions at Time Warner, Ziff-Davis, and IBM and holds an MBA from Columbia University.  Learn more at www.ruthstevens.com.