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.
Decoding the Critical Components of Buyer Trust
B2B buyers are conditioned to view vendor-provided information with a healthy dose of skepticism, and this lack of trust can weaken the impact of...
[Research Round-Up] New Study Shows the Continuing Value of B2B Thought Leadership
Source: Edelman and LinkedIn (This month's Research Round-Up discusses the sixth edition of the B2B thought leadership impact study by Edelman and LinkedIn. This research...
[Book Review] Jonah Berger Unveils the Hidden Power of Words
" Saying you 'recommend' rather than 'like' something makes people 32 percent more likely to take your suggestion.""Adding more prepositions to a cover letter...
Halos, Horns, and Content Marketing
Source: Shutterstock If you've ever bought or sold a house, you're probably familiar with the concept of curb appeal. Curb appeal is the visual attractiveness...
Remembering the Life and Work of Daniel Kahneman
Daniel Kahneman, the renowned psychologist best known for his groundbreaking work on the psychology of human judgment and decision-making, died this past Wednesday at...
The Powerful Head Start B2B Marketers Shouldn’t Ignore
Imagine you're a world-class athlete about to run a 100-meter dash. Your competitors are also world-class athletes, so the outcome of the race would...
[Research Round-Up] The Effectiveness of AI-Generated Images for Marketing
Source: Shutterstock (This year, I'm devoting some of my Research Round-Up posts to academic research papers relating to the use of artificial intelligence for marketing...
[Book Review] Why Marketers Should Think Like World-Class Poker Players
Source: Penguin Random House The idea that marketers need to think like world-class poker players may seem a little odd, but that's the primary lesson...
Decision Science Explains the Power of Strong Brands
Marketers have long argued that a strong brand can induce customers to pay premium prices, increase customer loyalty, and drive growth. But until recently,...
The Right Customer Promises Drive Better Marketing Results
One of the more infamous quotes in marketing is usually attributed to John Wanamaker, who reportedly said, " Half the money I spend on...
[Research Round-Up] What CEOs Think of Marketing/CMOs and How Much Tech Buyers Trust Marketing
(This month's Research Round-Up features a study by Boathouse that reveals what CEOs actually think about marketing and CMOs, and a survey by Informa...
[Book Review] “Escape from Model Land” by Erica Thompson
Source: Basic Books Predictive mathematical models touch our lives virtually every day. Every weather forecast we watch, hear, or read is formulated based on multiple...
Leverage Buyer Goals to Drive Breakthrough Marketing Results
Source: Shutterstock I've always been skeptical of claims that using any one technique or tactic will consistently result in superior marketing performance. Simple, "silver bullet"...
Are the 4P’s Still Relevant for Today’s Marketers?
Source: Shutterstock (The concept of the "marketing mix" has been a staple of marketing for over 70 years. It's discussed in virtually all marketing textbooks...
[Research Round-Up] AI vs. Humans – Round 1
Source: Shutterstock (This year, I plan to devote some of my Research Round-Up posts to a discussion of academic research papers about artificial intelligence. Some...
[Book Review] An Authoritative Road Map To High-Impact Content Marketing
Source: Kogan Page Last November, I published a review of Robert Rose's new book, Content Marketing Strategy. Rose's book is one of the best I've...
How to Set Realistic Revenue Growth Goals for 2024
Source: Shutterstock Establishing objectives is an integral part of any business planning process, and some of those goals inevitably relate to revenue growth. Revenue...
Why You Need to Choose and Use Performance Metrics Carefully and Beware of . . .
“You can’t manage what you can’t measure” is one of the most often-repeated maxims in the business world. What happens when the "number" becomes the…
The Promise and Peril of Generative AI
Source: Shutterstock Generative AI has the potential to drive a once-in-a-generation step-change in business performance and productivity, but a recent, first-of-its-kind scientific experiment demonstrates that...
[Book Review] A Thought-Provoking Guide to Creating a Successful Content Marketing Strategy
"Your content will never provide competitive advantage. But your content strategy just might."Robert Rose, Content Marketing Strategy Source: Kogan Page Content marketing has become a…