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.
Understanding the “Non-Rational” Dimensions of B2B Buying
It's now clear that human decision making is usually a mix of rational and non-rational components. The recognition of this fact began to emerge in…
Google Takes a Fresh Look at the Buying Process
Marketers have been striving to understand how people make buying decisions for decades. In fact, the earliest formal description of the buying process - Elmo…
Mid-Summer Research Updates COVID’s Impact on B2B Marketing
Image Source: Edelman and LinkedIn A report recently published by Edelman and LinkedIn provides ...
What Brand Marketing and Anchovies Have in Common
In Italian cooking, anchovies - those salty little fish that usually come in tins or jars - are often added to a variety of sauces…
The Promise and Perils of Focusing on “In-Market” Prospects
Intent data and predictive analytics have been hot topics in B2B marketing circles for the past few years. Simply put, intent data is information collected…
What Has – and Hasn’t – Changed in B2B Marketing
"What has been will be again, what has been done will be done again, there is nothing new under the sun." Ecclesiastes 1:9 (New International…
Why Human Psychology Still Matters in B2B Marketing
Image Source: The B2B Institute Three topics have dominated much of the conversation in B2B marketing circles…
COVID Is Driving a Step-Change in E-Commerce – And That Also Means B2B
For the past several weeks, a chorus of business analysts and marketing pundits have been proclaiming that the COVID-19 pandemic is driving a substantial step-change…
How CMOs Can Build Strong Relationships With CFOs . . . And Why They Should
Image Source: The B2B Institute/IPA For several years, marketing leaders have faced growing pressures from CEOs and other senior business leaders to prove the value…
Is Your Company’s CMO Really Just a CMCO?
In late February of this year, an article at the Harvard Business Review website made the provocative claim that the importance of chief marketing officers…
Charting the Course to Your COVID-19 Recovery
Two weeks ago, McKinsey & Company published an article discussing the steps that B2B company leaders should take to create an effective COVID-19 recovery plan.…
Research Highlights How COVID-19 Has Changed B2B Buyer Behaviors
Wunderman Thompson Commerce (part of Wunderman Thompson, a WPP agency) recently published a research report dealing with the attitudes and behaviors of B2B buyers who…
How to Build Compelling Value Propositions for the COVID-19 Recovery
It's no secret that the U.S. economy experienced a traumatic shock as the result of mandatory business closings and stay at home orders that were…
COVID-19’s Surprising Impact on Marketing Spending
Decades of research studies have shown that investing in advertising and marketing during a recession will enable companies to increase market share and recover more quickly…
Research Documents the Impact of COVID-19 on Sales and Profits
The COVID-19 pandemic has been wreaking havoc on U.S. businesses since March when the governors of most states began closing "non-essential" businesses and issuing "stay…
How COVID-19 Has Changed Customer Behaviors
The findings of a special COVID-19 edition of The CMO Survey were published a few days ago. The Founder and Director of The CMO Survey…
When Will In-Person B2B Events Come Back?
In-person events such as trade shows and industry conferences have been a mainstay of B2B marketing for many years. Various industry analysts have estimated that…
The Right Pivots Can Drive Revenue Growth in 2020
The business world now has a new buzzword thanks to the coronavirus - pivot. Until recently, the term pivot was primarily used to describe a…
How B2B Buyers Actually Consume Content
Over the past fifteen years, content marketing has become one of the most widely-used techniques in B2B marketing. Today, virtually all B2B companies are using…
Take Your Webinar Marketing to the Next Level
(For the past several weeks, my posts here have focused on the impact of the COVID-19 pandemic on marketing and on how marketing leaders should…