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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.

[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…

[Research Round-Up] B2B Highlights From the Fall 2023 Edition of “The CMO Survey”

Source:  "The CMO Survey" (Christine Moorman, 2023) (This month's Research Round-Up is devoted entirely to the Fall 2023 edition of "The CMO Survey." This research...

Why B2B Marketers Need to be Careful With Purpose Marketing

Many marketing pundits argue that companies should make environmental and social "purpose" an integral part of marketing communications. Read on to learn why you...

The Power of Context in B2B Buying, and What That Means for Marketers

The context in which people consider buying something has a significant impact on how the buying decision is made and on what is (or...

[Book Review] A Must-Read Explanation of the Science Behind Why People Buy

Source:  John Wiley & Sons The most basic goal of marketing is to influence customer buying behaviors, so understanding why customers buy is essential for...

[Research Round-Up] Where AI In Marketing Stands In Mid-2023

(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...

Where to Find Revenue Growth Opportunities

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...

When Planning for 2024, Focus On the Jobs Your Customers Need to Get Done

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…

[Book Review] A First-Rate Guide to the Power of Choice Architecture

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…

[Research Round-Up] Two Studies Explore the State of B2B Marketing

(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 Vital First Step of Your Marketing Planning for 2024

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…

When You Should (and Shouldn’t) Rely on Correlation

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…

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