The B2b Revealed Podcast | B2b Sales | B2b Marketing | B2b Leaders

If you don’t take care of your data, your marketing campaigns will have a lower ROI, sales teams will be starved for leads, and your company will miss it’s revenue targets.   On today’s episode, I chat with Ruth Stevens, who has spent the last 20 years helping enterprise and mid-market companies take better care of their data. Ruth has also co-authored an excellent book on the subject named B2B Data-Driven: Marketing, Sources, Uses, and Results.    Ruth and I chat about several important topics.    First, we tackle the challenge of data degradation. When the rate of change on nearly any customer or prospect data set is 4% to 6% per month, all companies have to address the problem, this presents.    Second, we cover some thorny problems, out of a full set of 20+ in the book, that bedevils anyone who tries to deal with B2B data.    We also talk about why she is “opt-out” vs. “opt-in” and why this is not just the correct legal position but the appropriate one for B2B marketing leaders to consider.   Finally, we