David Dodd

Does Your Content Create the Right Kind of Halo?

If you've ever sold a house, you've probably heard about curb appeal. Curb appeal is the visual attractiveness of a house as seen from the street, and it is what creates the first impression of a house in the minds of potential buyers. Real estate pr...

Why Social Sharing is a Poor Measure of B2B Content Performance

About a year ago, I published a post arguing that B2B marketers need to set realistic expectations for their content marketing efforts. This turned out to be our most widely-read post in 2017. The main theme of my post was that content marketing per...

New Research Tracks Progress on B2B Customer Experience

In 2013, Walker Information published the results of a study regarding the emerging importance of customer experience for B2B companies. Customers 2020:  The Future of B-to-B Customer Experience focused on how B2B companies should be preparing t...

How Marketers Can Nurture Buyer Trust, and Why That Matters

B2B buyers are conditioned to view vendor-provided information with a healthy dose of skepticism, and this makes lack of trust an elephant-in-the-room issue for B2B marketers. Lack of trust produces a major drag on marketing performance. If buyers do...

Why Proving the Impact of Marketing is Difficult

For several years, marketing leaders have faced growing demands from the C-suite to prove the value of their activities and programs. Marketing accountability has...

Two Ways to Boost the Impact of Personalization in 2018

Delivering outstanding customer experiences has become a primary strategic objective for both B2B and B2C marketers. In the 2017 Digital Trends report by Econsultancy...

Research Says B2B Buyers Want Strategic Partners

For decades, the basic approach to B2B marketing and sales has been to identify a prospect's "pain points," and then demonstrate how your...

Why Sales Content Management Needs More Work

There's no longer any doubt that content has become the currency of marketing and sales for virtually all kinds of B2B companies. According to...

Debunking a Myth About Millennial B2B Buyers

In 2015, Millennials became the largest generational cohort in the US population and the largest generation in the US labor force. Research studies by...

What Sales Needs from Marketing

The business case for marketing-sales alignment has never been more compelling. According to the Aberdeen Group, companies with strong alignment grow revenue at a...

Look First to Existing Customers When Selecting ABM Accounts

Account-based marketing is often described as an effective way to acquire new customers. And that description is accurate. But ABM is also a powerful...

New Research Shows the Evolution of B2B Content Marketing

Last week, the Content Marketing Institute and MarketingProfs published the first report relating to their latest annual content marketing survey. B2B Content Marketing:  2018...

Research Says “Bullies” Dictate Most Buying Decisions

The conventional wisdom is that B2B buying decisions are made by buying groups that must reach a consensus. New research says the conventional wisdom...

Surveys Show the Growing Commitment to Sales Enablement

SiriusDecisions recently published the results of its 2017 Sales Enablement Study. The 2017 research was based on a survey of 250 B2B sales enablement...

How to Make Your Content More Credible, and Why That Matters

Credibility is the single most important attribute of great marketing content. Effective content must also be relevant and valuable, but if potential buyers don't...

Beware! Thought Leadership is a Double-Edged Sword

There's no safe middle ground with it comes to thought leadership. It's a classic double-edged sword. Great thought leadership makes a positive impact on...

Why You Need to Be Careful With One Feature of the New Demand Waterfall

The new SiriusDecisions Demand Unit Waterfall has received lots of accolades since its introduction this spring, and the accolades are richly deserved. But one...

Say What? Producers of Thought Leadership Undervalue Its Impact

Business buyers broadly agree that thought leadership content has a significant impact on their purchase decisions at every stage of the buying process. But...

B2B Customer Experience Still Requires a Human Touch

Customer experience is the new competitive battleground in B2B, and many companies are making big investments to deliver great experiences via digital channels. But,...

Why B2B Buying Cycles are Getting Longer

New research reveals what influences B2B buying decisions and explains why the B2B buying process is getting longer.Earlier this month, Demand Gen Report published...

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