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.
Looking Back, Looking Forward
The beginning of a new year is what behavioral scientists call a temporal landmark, a time that stands apart from other times and often prompts…
Why You Should Spend Part of Your Marketing Budget on Things That May Not Work
Marketers work relentlessly to optimize the performance of their campaigns and programs in order to maximize marketing ROI. But optimization isn't always the right objective.…
4 Questions You Should Ask Before You “Go All In” on Personalization
It's almost an article of faith among marketers that delivering personalized content and experiences to customers and potential buyers will improve business results. The value…
[Book Review] Ann Handley’s Not-To-Be-Missed Guide to Better Marketing Writing
Source: John Wiley & Sons, Inc. Ann Handley's new book, Everybody Writes: Your New and Improved Go-To Guide to Creating Ridiculously Good Content (John Wiley…
An Extra “Pinch” of Human Effort Will Boost Demand Gen Results
Powerful marketing technologies enable B2B marketers to automate many communications with customers and prospects. But a "pinch" of additional human effort applied at the right…
Why You Need More Than One Go-To-Market Strategy
The stereotypical view we have of B2B commerce is that it involves expensive and/or complex products or services, large buying groups and long buying...
[Research Round-Up] An Updated Look at B2B Content Marketing by CMI and MarketingProfs
Source: Content Marketing Institute and MarketingProfs (This month's Research Round-Up reviews some of the major findings from the latest content marketing survey by the Content…
Why a Cautious Approach to Marketing Analytics Makes Sense
Fueled by the exponential growth of online communications and commerce, marketers now have access to an immense amount of data regarding customers and potential buyers.…
Having a Plan Does NOT Mean You Have a Strategy
With the fourth quarter of the year now underway, many business and marketing leaders have already begun their planning for 2023. Over the next few…
[Book Review] A Behavioral Science Road Map for Marketers
Source: Kogan Page Data science and behavioral science have emerged as the twin pillars of marketing success in the twenty-first century. They have become, in…
[Research Round-Up] B2B Highlights from “The CMO Survey” – The Impact of Marketing Analytics and “Working from Home”
Source: "The CMO Survey" (Christine Moorman, 2022) (This month's Research Round-Up continues my review of selected B2B findings from the September 2022 edition of "The…
What Marketing Leaders Should Do NOW to Prepare for a (Possible) Recession
B2B marketers have faced a parade of unprecedented challenges since COVID-19 reared its head in early 2020, and it now appears that 2023 will bring…
Four Steps to Creating Stronger Customer Case Studies
Customer case studies have been a core part of the B2B content marketing mix for years. In the latest content marketing survey by the Content…
[Research Round-Up] B2B Highlights from “The CMO Survey” – Part 1
Source: "The CMO Survey" (Christine Moorman, 2022) (This month's Research Round-Up is devoted entirely to the September 2022 edition of "The CMO Survey." This research…
Novelty Is Essential for Compelling Thought Leadership
It's now abundantly clear that compelling thought leadership content is a vital component of effective marketing for many B2B companies. Numerous studies have shown that…
[Book Review] “Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life”
Source: HarperCollins Astute marketers have long recognized the value of tapping into the psychological aspects of human decision making and behavior. The use of behavioral…
The Inevitable Convergence of ABM and Classic Demand Gen Marketing
For the past few years, Forrester Research has been arguing that account-based marketing and "classic" demand generation marketing are converging. In 2019, several Forrester analysts…
[Research Round-Up] A Look at the Attitudes and Behaviors of B2B Technology Buyers
Image Source: TrustRadius In June, TrustRadius published the findings of its sixth annual survey of B2B technology buyers. The 2022 B2B Buying Disconnect report is…
[Book Review] “The Organic Growth Playbook” – A Proven Recipe for Driving Revenue Growth
Source: Emerald Publishing Limited Marketing leaders are under constant pressure to grow revenues. In fact, most marketing leaders now acknowledge that revenue growth is the…
Marketers Should Prepare for Sluggish Growth and Continued High Inflation
For the past few weeks, the hottest topic in the business/financial media has been whether the U.S. economy is headed into a recession. Every...