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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.

The Right (and Wrong) Way to Listen to Customers

"If I had asked my customers what they wanted, they would have said a faster horse." Henry Ford (Attributed) "We don't ask consumers what they…

Original Research Powers Compelling Thought Leadership

It's now clear that thought leadership content is having a major impact on B2B buying decisions. Several recent studies have confirmed that business buyers are…

What Abraham Maslow Can Teach Us About Customer Experience

In 1943, the psychiatrist Abraham Maslow introduced a theory of human motivation which proposed that people are motivated to satisfy several needs, and that some…

How Customers Really Feel About Personalization

Over the past several weeks, I've published posts that reviewed the major findings of two recent research studies - one by Dynamic Yield, and one…

Where B2B Companies Stand With Marketing Measurement

Measuring marketing performance is both a top priority and a persistent challenge for most B2B marketers. That's the primary theme of Demand Gen Report's 2018…

Why Revenue Growth is Best Pursued Indirectly

Most marketers will say that the "prime directive" of marketing is to drive revenue growth. But in reality, revenue growth is a by-product of creating…

Why You Need a “Systems” Mindset to Optimize Martech

At the recent MarTech West conference in San Jose, California, Scott Brinker unveiled the new version of his famous (or perhaps infamous) marketing technology landscape…

B2B Buyers Prefer to “Do-It-Themselves” – Except When They Don’t

One of the major themes in B2B marketing and sales over the past decade has been the emergence of empowered and independent buyers. Numerous research…

New Insights on Personalization – Usage, Value, and Challenges

A few weeks ago, I published a post discussing the major findings of a survey by Dynamic Yield regarding the current state of personalization in…

Decoding the Vital Attributes of Great Customer Experiences

Most senior business leaders understand the strategic importance of customer experience (CX). They recognize that providing great experiences has become a key means of differentiation…

The Missing Pieces of the Sales-Marketing Alignment Puzzle

Research continues to show that marketing-sales alignment remains a significant challenge for many companies. Earlier this year, for example, InsideView published The State of Sales…

Six Ways to Gain Influence With B2B Buyers

In an earlier post, I discussed some of the major survey findings reported in The 2018 B2B Buying Disconnect by TrustRadius. This report is based…

Closing the Customer Experience Gap

Most senior business leaders now recognize the strategic importance of providing outstanding customer experiences. Customer experience has been one of the hottest topics in business…

Buyers Take a “Trust But Verify” Approach to Vendor Content

TrustRadius recently published The 2018 B2B Buying Disconnect report, which provides several important insights regarding how business technology buyers research potential purchases, and how they…

Alice, the Red Queen, and Effective Content Marketing

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

The State of Personalization in 2018

The personalization of content and messaging has been widely discussed in marketing circles for more than two decades. Numerous research studies have shown that both…

How to Persuade Prospects to Leave the Status Quo

Most B2B marketing and sales professionals recognize that their more formidable competitor is usually the status quo. The grip of the status quo can result…

New Research Highlights Digital Trends for 2018

Econsultancy recently released its 2018 Digital Trends report (published in association with Adobe). This report is based on a global survey of nearly 13,000 marketing,…

Use the 70-20-10 Formula for Better B2B Marketing

The most important and difficult decisions that marketing leaders must make inevitably involve the allocation of marketing resources (money, people, time, etc.).Regardless of company size,…

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…

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