David Dodd

How to Plan for Successful “COVID-Exit” Marketing

The COVID-19 pandemic turned the business and marketing world upside down in 2020. To constrain the spread of the coronavirus, governments instituted, relaxed, and then reimposed mandatory business closings, stay-at-home orders, and a plethora of oth...

2021: A Better (but Still Challenging) Year for Marketers

A long-standing New Year's eve tradition in my family is to go around the room and have everyone relate one thing he or she was thankful for in the year about to end. I suspect if I asked a group of marketers what they were…

The Quest for Unified Marketing Measurement

Multiple research studies have shown that measuring marketing performance remains both a top priority and a major challenge for most marketers. For example, in Demand Gen Report's 2020 Marketing Measurement and Attribution Benchmark Survey, 82% of th...

Measuring the Long-Term Impact of Marketing

The conventional wisdom in the marketing community is that measuring the performance of marketing is now both necessary and achievable. And the conventional wisdom is accurate, at least in part. The explosion of available data about customers and pro...

Google Highlights “Three Grand Challenges” in Marketing Performance Measurement

Measuring the performance and financial impact of marketing has been (and remains) a major challenge for marketing leaders. In the 2020 Marketing Measurement and Attribution Benchmark Survey by Demand Gen Report, 54% of surveyed marketers said their a...

What B2B Buyers Rely On to Make Purchase Decisions

Earlier this month, TrustRadius published the findings of its fifth annual B2B buying disconnect research. The 2021 B2B Buying Disconnect report is based on two surveys that were conducted in September of this year. One was a survey of 907 individual...

New Research Unveils the Attributes of B2B Technology Buying and Selling

Image Source:  TrustRadius This month, TrustRadius published the findings of its fifth annual B2B buying disconnect study. The 2021 B2B Buying Disconnect report provides a wealth of valuable insights regarding the sale and purchase of business t...

More Evidence on How B2B Marketers Have Responded to COVID-19

Image Source:  Allocadia Over the past six months, I've devoted several posts to reviewing research studies that have examined the impact of COVID-19 on B2B marketing and buying behaviors. The first series of posts (available here, here, and he...

Research Maps Spending on Content Marketing

Image Source:  The Branded Content Project/Borrell Associates Inc. Companies in the United States will spend $63.3 billion on content marketing this year, according to new research commissioned by The Branded Content Project. In 16 business cat...

Gartner Research Maps the Landscape of Marketing Operations

 Image Source:  Gartner, Inc. Gartner recently published the findings of the 2020 Gartner Marketing Operations and Organization Survey. The survey results are described in two reports - the 2020 Marketing Operations Survey report, and the M...

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 the 1950's when leading behavioral scientists started challenging the concept of human rationality th...

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 Lewis' famous AIDA model - is now more than 100 years old. The effort to decode how peo...

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 and dishes. Many people - including me - don't particularly like anchovies, so I'm tempted to omit them when using…

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 about the online activities of a person with the goal of using that data to identify or predict...

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 Version) "Don't throw the past awayYou might need it some rainy dayDreams can come true againWhen everyth...

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 over t...

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 in online shopping and buying. E-commerce sales have been growing rapidly for severa...

How CMOs Can Build Strong Relationships With CFOs . . . And Why They...

  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 of their activities and programs. To satisfy these growing demands, ...

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 in larger companies had declined over the past two decades. Normally, this article would have ...

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