David Dodd

B2B Marketers, Be Careful What You Ask For

For the past few years, B2B marketing thought leaders and practitioners have been advocating that marketing should play a larger role in the demand...

Alice, the Red Queen, and Content Marketing

In Lewis Carroll's classic, Through the Looking Glass, the Red Queen takes Alice on a run in a forest. Alice and the Queen run...

How to Avoid Lead Genocide

Several days ago, I came across a great blog post by Jill Konrath. If you're not familiar with Jill's work, she is a well-respected...

An Inconvenient Truth About B2B Demand Generation

If you're a B2B marketer, describing the major attributes of your lead-to-revenue funnel and measuring the dynamics of your funnel are critical to understanding...

Using ROI to Evaluate Marketing Technologies

(Recently, I had the opportunity to write a guest post for the ADAM Software blog. ADAM is a provider of marketing execution software that...

How to Boost the Performance of Channel Marketing

Every day, thousands of companies sell products and services through independent or quasi-independent channel partners such as franchisees, independent agents, or value-added resellers. Most...

Can Your Marketing Content Meet the Burden of Proof?

The CMO Council recently published a white paper - Better Lead Yield in the Content Marketing Field - that contains both good news and...

Stop Thinking in Terms of Marketing Campaigns

For decades, marketers have thought in terms of campaigns when planning their marketing efforts. The campaign model provided a useful way to organize marketing...

Why Marketers Need a Revenue Growth Theory

For the past several years, marketers have faced growing pressures to prove the value of their activities and programs. In a 2011 survey of...

When Listening to Customers is a Bad Idea

Over the past three decades, dozens of books, magazine articles, and blog posts have been written about the importance of listening to customers. Becoming...

Passing the Baton Without Missing a Step- Sales Enablement, Part 3

This is the third of three posts that are discussing the role that marketing plays in helping the sales team sell - what is...

Create Content that Helps Sales Reps Sell – Sales Enablement, Part 2

Business buyers do not distinguish between marketing and sales activities. From the buyer's perspective, there is one problem-solving process that may result in a...

Why Sales Enablement Matters More than Ever

In most B2B companies, your success as a marketer depends to a significant extent on your ability to help the sales team sell. By...

Kill the Friction Gremlins to Accelerate Buying Decisions

In a recent survey by CSO Insights, almost three out of four respondents (73%) said that their average sales cycle for new customers requires...

Why Sales Winners Win (And What It Means for Marketers)

Last month, the RAIN Group, a respected sales training and consulting firm, published a research report titled What Sales Winners Do Differently. The report...

New Posts