Ruth Stevens has been assisting B2B marketers through her consultancy, eMarketing Strategy, for 20 years. In this episode, she breaks down the three common mistakes B2B marketers make, from focusing too much on sales lead generation to passing unqualified leads to sales partners to not taking responsibility for accurate customer data record keeping.

Ruth talks about keeping the human element as part of outreach to business prospects, how the pandemic has put the focus back on better connecting with B2B customers, and the challenge of long sales cycles and multiple touchpoints B2B marketers face. She references this article as well: The Ongoing Challenge Of B2B Multi-Channel Attribution: 7 Practical Workarounds.