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 context in which people consider buying something has a significant impact on how the buying decision is made and on what is (or...
Source: John Wiley & Sons The most basic goal of marketing is to influence customer buying behaviors, so understanding why customers buy is essential for...
(This month's Research Round-Up discusses two recent surveys that examine how marketers are using artificial intelligence in mid-2023. These surveys explore the extent of...
For the past several years, I've written a few posts each fall that address some aspect of marketing planning. With the fourth quarter of...
Understanding what will motivate a potential customer to buy your products or services is a critical prerequisite to developing an effective marketing strategy and creating…
Source: Penguin Random House LLCOver the past several decades, psychologists and other behavioral scientists have conducted thousands of research studies examining various aspects of human…
(This month's Research Round-Up features a research-based white paper by Winterberry Group that addresses the current state and future direction of B2B marketing and...
The fourth quarter of 2023 is only a few weeks away, and that means many B2B marketing leaders will soon begin planning for next year.Marketing…
The march to data-driven marketing in recent years has been as relentless as the flow of lava down the sides of an erupting volcano.The use…
Source: BenBella Books, Inc.Innovation has long been an important element of business success. For years, astute business leaders have looked for ways to improve the…
Source: LinkedIn and Ipsos(This month's Research Round-Up discusses some of the significant findings from a recent global survey of B2B business and marketing leaders conducted…
Marketers are often told to avoid using "vanity metrics" to measure marketing performance. Vanity metrics have been described in several ways, but the term is…
In a recent article for martech.org, Christopher Penn wrote, "Everything in marketing is measurable, from top to bottom, from brand to customer satisfaction to purchase…
Compelling value propositions are essential for successful marketing. The best way to determine the effectiveness of a proposed value proposition is to test it with…
Source: Amazon In his new book, Evolutionary Ideas: Unlocking ancient innovations to solve tomorrow's challenges (Harriman House Ltd., 2022), Sam Tatam argues that marketers and…
(This month's Research Round-Up features three studies that look at the state of B2B marketing budgets and marketer attitudes, the state of online B2B buying,…
Image Source: Wikipedia Data has become the lifeblood of modern marketing. It now touches almost every aspect of the marketing function. But using the wrong…
Source: Shutterstock Key Takeaways Intuition is a cognitive process that draws on our past experiences and subconscious memories to produce a quick conclusion without conscious…
Many B2B companies use surveys and survey reports to fuel their thought leadership marketing programs. Here's a proven way to make your survey-based content more…
Source: Kogan Page Limited Understanding how business people actually make buying decisions on behalf of their company is vital to B2B marketing success. Without such…