David Dodd
David Dodd
David Dodd is a B2B business and marketing strategist, author, and marketing content developer. He works with companies to develop and implement marketing strategies and programs that use compelling content to convert prospects into buyers.
It’s Time to Reset Marketing for the Balance of 2020
After languishing in coronavirus purgatory for the past three months, the U.S. economy is coming back to life. All fifty U.S. states have now begun…
The Critical Importance of “Unrealistic” Thinking
In 1960, Theodore Levitt wrote a landmark article for the Harvard Business Review titled, "Marketing Myopia." When it was republished in 2004, HBR editors said…
How to Approach Marketing Planning for the Balance of 2020
Developing sound marketing plans is never easy, but it becomes a herculean task when a global pandemic turns the business world upside down. Scenario planning…
It’s Time for Senior Leaders to Begin Planning for the “Next Battle”
In his 1989 best seller, The Seven Habits of Highly Effective People, Stephen Covey wrote that effective people practice the habit of "putting first things…
A Temporary Change of Direction
For only the second time in over five years, I did not publish a post here last week. Over the past few weeks, I have…
Should Sustainability Be Part of Your Brand Story?
The political debate surrounding climate change has been raging for the past two decades and is likely to continue for the foreseeable future. However, several…
How to Make Personalization Work in a Privacy-Conscious World
In my last post, I wrote that it's time for marketers to rethink their approach to personalization. The value of personalized marketing has been widely…
Why It’s Time to Rethink Personalization
Today, most marketers view personalization as essential for success, and many companies have made personalization a top priority. But the marketing environment is changing, and…
The State of Trust in Business
The global communication firm Edelman released the 2020 edition of its "Trust Barometer" survey during the World Economic Forum in Davos, Switzerland last month. The…
Unconventional Views on B2B Growth
Last fall, The B2B Institute (a think tank funded by LinkedIn) published a research report that every B2B marketer should read. The 5 Principles Of…
Remembering the “Disruptive” Work of Clayton Christensen
The business world lost one of its leading thinkers last month when Clayton Christensen died on January 23, 2020. He was 67. Professor Christensen joined…
What “Professional” B2B Buyers Want
For obvious reasons, B2B marketers have always craved insights about their current and potential buyers. Such insights can enable astute marketers to craft more compelling…
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…
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…
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…
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…
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…
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…
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…
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…