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.
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…
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…
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,…
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…
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…
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…
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…
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.…
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.…
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…
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…
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…
Effective B2B Marketing Demands Original Research
A few days ago, Mantis Research and BuzzSumo published the results of their latest survey regarding the use of original research in marketing. The State…
Expert Advice on How to Communicate Marketing’s Value
In the February 2019 edition of The CMO Survey, senior marketing leaders were asked what marketing leadership activities they find most challenging. The top challenge…
Have the Differences Between B2B and B2C Marketing Disappeared?
Recently, it's become popular to downplay the differences between B2B and B2C marketing. Some industry analysts and commentators have forcefully argued that all marketing should…
What Communication Channels Do Customers Prefer? It Depends!
Last month, the CMO Council in partnership with Pitney Bowes published the results of a study that sought to identify what communication channels consumers prefer…
Why One Strategy for the Status Quo Isn’t Enough
B2B purchases come in all shapes and sizes, and B2B buying decisions are made under a wide variety of circumstances. The context of a buying…
Measuring the Maturity of Marketing Operations
A recent survey conducted by Econsultancy in partnership with Sojourn Solutions provides several valuable insights regarding the state of marketing operations (MOPS) at large and…
New Research on the Attributes of Complex Buying Decisions
Demand Gen Report recently published the findings of its eighth annual B2B Buyers Survey. The 2019 survey received responses from more than 250 B2B executives…
McKinsey on How CMOs Can Effectively Lead Growth
Last month, McKinsey & Company published an article that discussed the evolving role of marketing - particularly the role of the CMO - in driving…