David Dodd

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. A post-COVID-19 commercial-recovery strategy for B2B companies identifies five compone...

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 make at least some of their business purchases via online channels. The B2B Future...

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 implemented to stem the spread of COVID-19. In April, retail sales fell 14.7% compared to March, and th...

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 when the recession ends. Nevertheless, the general view is that marketi...

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 at home" orders. As the reality of the pandemic sank in, it quickly became appar...

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 is Dr. Christine Moorman, the T. Austin Finch, Sr. Professor of Business Administration at Duke University's Fuqua ...

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 B2B companies typically spend from 12% to 24% of their total marketing budget hosting an...

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 major, long-term change in a company's business model or business/marketing strategy. But over the past three...

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 content marketing in some form. But ironically, the popularity of content marketing has ma...

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 respond to the crisis. All fifty U.S. states have now begun the process of reopening their economies, and ...

It’s Time to Reset Marketing for the Balance of 2020

After languishing in coronavirus purgatory for the past three months, the U.S. economy is coming back to life. All fifty U.S. states have now begun the process of reopening their economies, and there are early signs that economic activity is beginnin...

The Critical Importance of “Unrealistic” Thinking

In 1960, Theodore Levitt wrote a landmark article for the Harvard Business Review titled, "Marketing Myopia." When it was republished in 2004, HBR editors said the article, "introduced the most influential marketing idea of the past half century."In ...

How to Approach Marketing Planning for the Balance of 2020

Developing sound marketing plans is never easy, but it becomes a herculean task when a global pandemic turns the business world upside down. Scenario planning enables marketing leaders to manage marketing effectively in the face of unprecedented unce...

It’s Time for Senior Leaders to Begin Planning for the “Next Battle”

In his 1989 best seller, The Seven Habits of Highly Effective People, Stephen Covey wrote that effective people practice the habit of "putting first things first." By this, Covey meant that highly effective people focus most of their attention on thi...

A Temporary Change of Direction

For only the second time in over five years, I did not publish a post here last week. Over the past few weeks, I have found it increasingly difficult to create posts that I truly believe are timely, relevant, and useful for my readers.The reason…

Should Sustainability Be Part of Your Brand Story?

The political debate surrounding climate change has been raging for the past two decades and is likely to continue for the foreseeable future. However, several recent developments indicate that the leaders of many large business enterprises have acce...

How to Make Personalization Work in a Privacy-Conscious World

In my last post, I wrote that it's time for marketers to rethink their approach to personalization. The value of personalized marketing has been widely recognized for nearly two decades, and most marketing pundits are recommending that marketers expa...

Why It’s Time to Rethink Personalization

Today, most marketers view personalization as essential for success, and many companies have made personalization a top priority. But the marketing environment is changing, and that means it's time for marketers to rethink their personalization strategy.

The State of Trust in Business

The global communication firm Edelman released the 2020 edition of its "Trust Barometer" survey during the World Economic Forum in Davos, Switzerland last month. The new survey found that despite low levels of unemployment in most of the markets cove...

Unconventional Views on B2B Growth

Last fall, The B2B Institute (a think tank funded by LinkedIn) published a research report that every B2B marketer should read. The 5 Principles Of Growth In B2B Marketing describes the findings of research conducted by Les Binet and Peter Field, two...

New Posts