David Dodd

Three Critical Steps for Thought Leadership Success

It's now abundantly clear that compelling thought leadership content has become a vital component of effective marketing for most B2B companies. Numerous research studies have demonstrated that business buyers are relying on thought leadership conten...

Moving Beyond Mere Sales-Marketing “Alignment”

In my last post, I discussed some of the findings of a 2019 survey about sales and marketing alignment by LeadMD and Drift. In this survey, over 90% of the respondents described their marketing and sales functions as well aligned or very well aligned...

Why Superficial Sales-Marketing Alignment Isn’t Enough

Astute B2B marketing and sales professionals have long recognized the importance of having a productive relationship between marketing and sales, and many B2B companies have been working to build such relationships for more than a decade. So it's und...

Four Keys to Strong Customer Relationships

A recent report by Accenture Interactive provides several interesting insights on both the fragility of B2B seller-buyer relationships and what B2B companies need to do to strengthen long-term customer relationships. Service is the new sales was...

Think “Close and Deep” to Maximize Growth

During the Cold War, U.S. Army leaders in Europe faced a disconcerting situation. Their mission was to defend NATO member nations in the event of an attack by the Soviet-led Warsaw Pact. The problem was, U.S./NATO ground forces were greatly outnumber...

How to Identify Revenue Growth Opportunities

Driving consistent, profitable revenue growth is one of the most persistent challenges that business and marketing leaders face. The key word in that sentence is "consistent." Many companies can produce substantial revenue growth sporadically or over...

How to Address the Growth Challenge

Growth is to a business organization what oxygen is to a living organism. It is the life force of the organization. For decades, sustained profitable growth has been the linchpin of long-term business prosperity. Profitable growth creates a virtuous ...

Why Your Marketing Content Should Be “Job Focused”

The first step to designing an effective marketing strategy and creating compelling marketing content is to understand what your potential customers are trying to accomplish when they purchase products or services like those you provide. In most case...

Two Ways to Improve Your ROI Credibility

With the fourth quarter of 2019 well underway, many marketing leaders will have already started planning for 2020. In most cases, the planning process will include an analysis of how well marketing performed in 2019. and many marketing leaders will u...

A Fresh Look at Millennial B2B Buyers

The role of millennials in B2B buying decisions, and their distinctive attitudes and behaviors as business buyers have become major topics of interest for B2B marketing and sales professionals over the past five years. Since 2014, numerous research s...

Two Observations on the New CMI/MarketingProfs Content Marketing Survey

A few days ago, the Content Marketing Institute and MarketingProfs published the findings of their latest content marketing survey. The B2B Content Marketing 2020:  Benchmarks, Budgets, and Trends - North America report is based on 679 survey re...

New Insights on the State of Marketing Technology

A recent survey by WARC and BDO (with interviews by the University of Bristol) provides more evidence that the role of technology in marketing is continuing to grow. Martech:  2020 and Beyond is based on a survey of more than 750 brands and agen...

Three Key Takeaways from Gartner’s New CMO Spend Survey

Gartner has just published the results of its 2019-2020 CMO Spend Survey. The research report is based on survey responses from 342 marketing executives in North America and the U.K. at companies with $500 million to $5 billion or more in annual reve...

Where Marketers are Missing the Mark with Customers

The New York chapter of the American Marketing Association has just published a research report that should be required reading for marketers. The Techlash is Here report addresses several aspects of marketing in the world's two largest economies - th...

When “Prove You Know Me” Personalization is Essential

A few months ago, I published a post arguing that marketers who want to improve the effectiveness of personalized marketing should focus primarily on making personalization pragmatically useful to recipients. This argument was based on the results of...

Why It’s So Hard for Companies to Change

In 2013, Scott Brinker, Hubspot's VP Platform Ecosystem, and the author of the widely-read Chief Marketing Technologist blog, published a post that introduced Martec's Law. In essence, Martec's Law states that technology changes at an exponential (v...

The Power and Peril of Performance Metrics

Measuring performance has been a major feature of the business landscape ever since double entry accounting made its appearance in the 14th or 15th century. "You can't manage what you can't measure" is one of the most widely-repeated cliches in the b...

B2B Highlights From the August CMO Survey

The findings of the August edition of The CMO Survey by Duke University's Fuqua School of Business, the American Marketing Association, and Deloitte were published a few days ago. The latest results are based on responses from 341 marketing leaders a...

How to Address the Marketing Measurement Paradox

One of the marketing thought leaders I pay close attention to is Mark Schaefer. Mark is the author of several highly-regarded books and the principal author of the widely-read {grow} blog.Last month, Mark published a blog post arguing that today's ma...

Think Beyond Surveys for More Effective Research

In my last post, I discussed some of the major findings from the State of Original Research for Marketing 2019 survey by Mantis Research and BuzzSumo. This research found that a substantial number of companies have made original research an integral ...

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