B2B Data-Driven Marketing: Sources, Uses, Results

by Ruth P. Stevens, Theresa C. Kushner

The world of business has long sought a comprehensive, practical guide to managing and executing business marketing plans and strategies. And now it’s here. B2B Data-Driven Sources, Uses, Results, by Ruth Stevens and Theresa Kushner, meets that need. In 220 pages the book lays out basic definitions and applications by identifying data sources, setting up an organization’s data architecture to best advantage, and managing that data and keeping it clean. The book then shows how busi-ness marketers use their information, how to manage that data on a global scale, and how all companies, from mom-and-pops to multinationals, can manage their data within reasonable cost parameters. The last chapters discuss trouble-shooting problems (with solutions), case studies showing all of the book’s principles in ac-tion, and speculation on the future of B2B database marketing. It is the one book that B2B marketing managers and owners will keep close athand.

Genres: Nonfiction

294 pages, Hardcover

First published July 1, 2015

Reviews

[Mark Muckerman · Rating 3 out of 5]

A challenging read to get through.

It has a lot of good information, but the format, content, layout and writing style makes it a VERY difficult read to get through.

There is a LOT of content, but crammed together in a seemingly endless run-on stream of consciousness writing style. For me, it was almost overwhelming or difficult to find natural "pause points" to reflect, digest and absorb the content before being rushed into the next topic.

I almost DNF on several occasions, and overall it is not an information asset I'll keep on my shelf.

[Luis · Rating 4 out of 5]

Very empirical and useful from a practitioner's perspective. Very detailed view of the data vendors, processes and of what and how one could buy, rent and sell data. Very specific for the US market, so the details are difficult to translate to countries with less developed vendors ecosystems, still a great and useful read.