David Dodd

Marketers Get Better At Strategic Content Management

Marketers have made noteworthy progress in managing content strategically, but still have work to do to match content with the right audience segments and customer expectations, and to fully leverage content management technologies. That is the major...

New Insights on Real-World ABM Strategies and Practices

SiriusDecisions recently published an e-book that describes some of the major findings from its 2019 State of Account-Based Marketing Study. The 2019 study involved 120 "ABM leaders" drawn from several industries. Forty-two percent of the study resp...

Why B2B Buying Cycles Are So Long

(The following is a post I published about two years ago. Since then, the number of people in the average B2B buying group has increased, and buying cycles are getting longer. New research by the Aberdeen Group explains why long buying cycles are st...

Two Ways to Make Personalization Welcomed

In my last post, I discussed the inconsistent and often contradictory attitudes of consumers and business buyers regarding personalized marketing. On one hand, numerous research studies have confirmed that most consumers and business buyers want pers...

The Growing Personalization Conundrum for Marketers

For more than two decades, the value of personalization has been largely unquestioned in marketing circles. Most marketing leaders now view personalization as essential to marketing success, and providing personalized marketing messages and customer ...

Marketing Myopia Revisited

(The following is a post I published more than six years ago. Given the recent focus on marketing's responsibility for managing customer experiences and driving growth, the topic is as relevant and timely today as it was in the fall of 2012.) The Ori...

Three Ways to Make Your Case Studies More Persuasive

Customer case studies have been a staple of the B2B marketing content mix for decades. According to 2018 research by the Content Marketing Institute and MarketingProfs, 73% of B2B marketers are using case studies for content marketing purposes.Recent...

B2B Buyers Remain Skeptical About Vendor Content

Last month, TrustRadius published the findings of its third annual B2B buying disconnect research. The 2019 B2B Buying Disconnect report is based on a survey of 712 individuals who were involved in a significant purchase of business technology during...

The Key Characteristics of Business Technology Buying

TrustRadius recently published The 2019 B2B Buying Disconnect report, which provides several important insights regarding the sale and purchase of B2B technology solutions. The report is based on a survey of 712 individuals who played a key role in a...

[Research] The State of Marketing Automation – Adoption, Usage, Benefits, Challenges

Recent research by CleverTouch Marketing, a marketing technology consultancy and service provider based in the UK, provides an interesting snapshot of the state of marketing automation adoption and usage.Expectations vs. Reality:  The State of Ma...

The Growing Influence of Compelling Thought Leadership

Business buyers broadly agree that thought leadership content impacts their purchase decisions at every stage of the buying process. And recent research by Edelman and LinkedIn shows that the influence of thought leadership is growing. The research a...

The Benefits and Limitations of Look-Alike Modeling

Demand Gen Report recently published a white paper describing the benefits of using look-alike modeling powered by artificial intelligence (AI) to improve lead generation performance. The white paper argues that B2B marketers can use "AI-fueled" look...

B2B Highlights From the Latest CMO Survey

The findings of the latest 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 323 marketing leaders at U.S. B2B and ...

What’s Required for Effective Demand Generation

CSO Insights (a division of Miller Heiman Group) recently published its 2018-2019 Sales Performance Report. This report describes the findings of the 2018-2019 sales performance survey, which generated responses from nearly 900 global sales leaders.S...

Where Customer Experience Stands in 2019

Two recently-published reports paint a decidedly mixed picture of the current state of customer experience (CX) management. Most business leaders now recognize that providing great customer experiences is a critical source of competitive advantage an...

Don’t Rely Too Much on Marketing Best Practices

More than two decades ago, Michael Porter warned about the dangers of relying on benchmarking and "best practices" to produce business success. In a landmark article in the Harvard Business Review, Porter drew a sharp distinction between operational ...

ABM Supports (But Doesn’t Create) Better Sales-Marketing Alignment

Some pundits contend that account-based marketing will create better alignment between marketing and sales. In reality, ABM can be a catalyst for improving sales-marketing alignment, but it won't cause such improved alignment to magically materialize...

Marketers Are Embracing Advanced Marketing Measurement

Demand Gen Report's 2018 Marketing Measurement & Attribution Benchmark Survey makes one point abundantly clear:  Measuring marketing performance is both a top priority and a major challenge for most B2B marketers.Eighty-seven percent of the ...

Salesforce Study Identifies Major Marketing Trends

Salesforce recently published the fifth edition of its State of Marketing report. The new report is based on a survey that was fielded between August 13th and September 23rd of last year, and produced 4,101 responses from marketing leaders ...

Focus on “High-Yield Behaviors” to Drive Revenue Growth

In my previous two posts, I've discussed the expanding role of marketing in driving business growth. Recent research shows that many marketing leaders now believe they are primarily responsible for leading growth efforts in their organization, and tha...

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