BRANDHIT MARKETING SUMMIT: A HIMSS EVENT
LAS VEGAS, NV - JUNE 15 - 16, 2017
Ruth P. Stevens consults on customer acquisition and retention, for both consumer and business-to-business clients. She has held senior marketing positions at Time Warner, Ziff-Davis, and IBM, as well as two startups. Ruth teaches graduate students at NYU and Columbia Business School, and lectures at business schools around the world. Ruth is past chair of the Business-to-Business Council of the DMA. Crain’s BtoB magazine named Ruth one of the 100 Most Influential People in Business Marketing. Ruth is the author of B2B Data-Driven Marketing: Sources, Uses, Results; Maximizing Lead Generation:The Complete Guide for B2B Marketers; and Trade Show and Event Marketing: Plan, Promote, Profit. She serves on the boards of HIMSS and the HIMMS Media Group, and the Business Information Industry Association. She serves as a mentor for the ERA New York business accelerator. She has studied marketing management at Harvard Business School and holds an MBA from Columbia University. Please visit www.ruthstevens.com.
As with most industries most HIT vendors have found religion on focusing on deeper insight from specific target accounts. While ABM strategies are a great way to curry favor with the sales department, simply providing prospect contact information may not be enough. In this session, we will discuss how account based marketing is evolving to provide greater insight about the collective personas of “collaborative buying groups” that share influence in HIT buying decisions.