Ruth P. Stevens consults on customer acquisition and retention, teaches marketing at Columbia Business School and blogs at HBR.org. She is past chair of the DMA Business-to-Business Council, and past president of the Direct Marketing Club of New York. Crain’s BtoB magazine named Ruth one of the 100 Most Influential People in Business Marketing in 2002. She is the author of The DMA Lead Generation Handbook, and Trade Show and Event Marketing. Ruth serves as a director of Edmund Optics, Inc. She has held senior marketing positions at Time Warner, Ziff-Davis, and IBM and holds an MBA from Columbia University.