Presenter: Ruth Stevens
Broadcast on
Thursday, April 13, 2006
Duration: 90 minutes
Cost: $129
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Direct Marketing is huge, and growing fast. That's because it is effective, efficient and accountable. This seminar will discuss all the applications of DM across the entire B-to-B marketing spectrum, from analyzing customers and market opportunity, to sales lead generation programs, to penetrating accounts and stimulating customer loyalty.
Using examples from companies like Oce North America, SPSS, IBM, and Staples, the seminar will explore how DM can supercharge your B-to-B marketing mix.
Professionals in B-to-B marketing at all levels in all industries. The principles covered apply to all companies of all sizes and budgets.
Ruth Stevens is author of Trade Show and Event Marketing: Plan, Promote and Profit, published in 2004 and The DMA Lead Generation Handbook, with a second edition published in 2005.
Ruth consults on customer acquisition and retention for both consumer and business-to-business clients. She began her direct marketing career in 1986 at Time Warner, where she spent seven years in marketing, new business development, and general management at Book-of-the-Month Club and Time-Life Books. She then went to Ziff-Davis as Vice President of Marketing for Computer Library, the electronic publishing division. From 1996, she spent three years in direct marketing management at IBM, and then worked in senior marketing positions at two Internet startup companies in New York City before starting her consulting company in 2000.
Crain’s BtoB magazine named Ruth one of the 100 Most Influential People in Business Marketing in 2002. She teaches marketing to graduate students at Columbia Business School. She has studied marketing management at Harvard Business School and holds an MBA from Columbia University.
Of the participants who evaluated this seminar, 88% would recommend it to a colleague. Some of their comments:
"Ruth is very knowledgeable. She could have split the program into three sessions: Lists, Offers, & Creative and lectured for a whole day. For a broad overview of B2B DM marketing, this was an excellent presentation; very tight, very insightful, very helpful."
"Great overview of the direct marketing process which will help ensure all of the pieces are in place."
"Ms. Stevens covers a lot of ground AND in enough detail to be actionable - terrific job."
"If you want a primer on B-to-B direct marketing from a real pro, this is the seminar for you."
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