The world of business has long sought a comprehensive, practical guide to managing and executing business marketing plans and strategies.
Theresa Kushner has written extensively on B2B marketing and data analytics. She has a new book available called B2B Data Driven Marketing: Sources, Uses, Results. Theresa has written exstensive on the topic.
Here are six of her articles on the topic to help drive small business:
Data – whether big or small – is the hottest topic in business today
Marketing database, the recorded memory of your relationship with your customers. It tells you not only what they bought, but when and how.
Seven marketing database strategies which can help your business
Evaluation and communication is the key
Cross border business has it's benefits and challenges- six questions to help prioritize
Here are a few questions you should answer when trying to manage this important resource across country borders and different languages even within countries.
A quick guide to securing the right data resource
No matter what resource you choose to help with the various data challenges you face, remember that the No. 1 quality you are looking for in a resource is integrity. Choose wisely.
A successful small business data management plan requires a sensible balance between data, insight and energy
Take a few words of advice from these experts and remember that technology is designed to help us do our jobs – not be our jobs.
The key is to enrich your data sources for increased Insight
Enriching your current data sources is a great way to better understand exactly who your best customer really is.
A new data analytics book to help drive business:
B2B Data-Driven Marketing: 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 at hand.
Available on Amazon...more information on B2B Data-Driven Marketing: Souces, Uses Results
B2B Driven Data Resources video featuring Ruth Stevens
About the author
Theresa Kushner is a journalist-turned-marketer and currently Executive Vice President at Dell leading their state of the art nalytics initiative. Formerly she was Vice President of Enterprise Information Management at VMware responsible for master data management, business intelligence and advanced analytics. She and Maria Villar co-write a column for LatinBusinessToday.com. They are co-authors of Managing Your Business Data: From Chaos to Confidence, published by Racom Books in 2008.Website