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.
Do Inbound Leads Cost Less? Maybe.
Advocates of inbound marketing frequently assert that leads acquired through inbound tactics cost less than leads obtained through outbound marketing techniques. The research usually...
Why a Little Uncertainty Makes Marketing Content More Persuasive
Developing content that will create meaningful engagement with potential buyers is a perennial challenge for most marketers. In all five of the annual content...
What Makes a Lead Really Sales Ready?
One of the most important requirements for an effective B2B demand generation system is a clear understanding of who constitutes a sales-ready lead. Describing...
B2B Marketers Identify the “Best” Lead Generation Techniques
When it comes to evaluating lead generation tactics and channels, most B2B marketers are interested in three basic performance characteristics - the quality, quantity,...
Why It’s Critical to Solve the Measurement Problem in Content Marketing
In their November 8th podcast, Joe Pulizzi and Robert Rose offered several comments on my recent post - Is There a Crisis of Confidence...
Should Marketing or Sales Take the Lead in Lead Generation?
Today, there are two distinct, and seemingly contradictory, paradigms of B2B demand generation. Both paradigms are essentially responses to profound changes in the B2B...
Why Your Marketing Content Needs Great “Curb Appeal”
If you've ever sold a house, your real estate agent probably talked with you about the importance of curb appeal, and he or she...
Is There a Crisis of Confidence in Content Marketing?
There's no longer any doubt that content marketing is playing a central role in the marketing efforts of most B2B companies. The annual content...
The Business Case for Interactive Content Marketing
It's now clear that content marketing has become a core marketing strategy for most B2B companies, and the use of content marketing is continuing...
Why Your Content Marketing Should Alienate (Some) Prospects
Recently, I attended a webinar presented by Doug Kessler titled Insane Honesty in Content Marketing. If you're not familiar with Doug Kessler, he's one...
More Insight on the Content Preferences of B2B Buyers
DemandGen Report recently released the results of its 2014 B2B Content Preferences Survey. The 2014 survey received responses from 105 buyers of B2B products...
Marketing Strategy is Vital – Marketing Plans are (Nearly) Worthless
Most business leaders now agree that today's competitive environment is more volatile, uncertain, and complex than ever before, and that companies must constantly adapt...
How Agile Marketing Improves Business Performance
Most marketers now recognize that flexibility, adaptability, and responsiveness have become critical attributes of successful marketing. The interests, values, and communications preferences of today's...
Stop Looking for “Silver-Bullet” Solutions in Marketing
In the sixteenth century, Spanish conquistadors in South America heard stories about a king who made an offering of gold and precious gems to...
Diagnosing the Performance of Your Demand Generation Funnel
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...
How Media Consumption Statistics Can Mislead Marketers
Earlier this year, eMarketer published a new estimate of the amount of time US adults (ages 18+) spend with various types of media. Like...
Why Expert Content Should Be Part of Your Content Marketing Mix
About a year ago, I started to rethink my views regarding the role and value of third-party content in the marketing efforts of B2B...
How to Close the Performance Gap in Lead Generation and Content Marketing
Over the past few years, both lead generation and content marketing have become primary focus areas for B2B marketers. Because of changes in how...
How Top Performing Channel Sellers Improve Channel Partner Marketing
Every day, thousands of companies sell their products and services through channel partners such as franchisees, independent agents, and value-added resellers. Not only are...
Does B2B Branding Still Matter?
Last year, I published a post here titled Why B2B Branding Still Matters. As the title of that post suggests, I argued that branding...