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Ruth
Stevens
Associate Professor, Marketing and New Product Development
NYU Stern School of Business
Ruth Stevens is a B2B marketing advisor, educator, and author with decades of experience helping organizations strengthen customer acquisition, retention, and pipeline performance. She is an Adjunct Associate Professor of Marketing and New Product Development at NYU Stern, and a frequent speaker on modern B2B buying behavior, lead generation, and data-driven marketing. Ruth has held senior marketing roles at Time Warner, Ziff-Davis, IBM, and startups, and has been recognized as one of the most influential voices in business marketing. She is the author of multiple books including B2B Data-Driven Marketing, Maximizing Lead Generation, and Trade Show and Event Marketing, and also co-hosts the “Marketing Horizons” and “Marketing Legends” podcasts.
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12 March 2026 15:45 - 16:30
How B2B buying has really changed, and what PMMs need to do differently
B2B buying behavior has shifted dramatically over the past decade — and many go-to-market strategies haven’t kept up. In this session, Ruth Stevens breaks down how modern B2B buyers research, evaluate, and decide today, and what that means for product marketers responsible for messaging, positioning, and pipeline impact. Drawing on decades of experience across enterprise and growth-stage companies, Ruth will explore where traditional lead-generation and funnel thinking falls short, how emotion and narrative increasingly influence “rational” business decisions, and how PMMs can better align product stories with real buyer behavior. Attendees will leave with a clearer understanding of how to adapt their messaging and GTM strategies to match how B2B buying actually works now — not how we wish it did.