David Dodd

[Research Round-Up] Revenue Marketing, Content Marketing and the New Normal in B2B Marketing

(This month's Research Round-Up features a look at "revenue marketing" benchmarks by Demand Spring, an extensive examination of the state of content marketing by Semrush, and a report by Considered Content discussing two surveys that show where B2B buy...

[Book Review] “The Context Marketing Revolution”

Source:  Amazon "Starting on June 24, 2009, everything that once worked in marketing, stopped. What we do, how we do it, and who does it were transformed forever." (Emphasis in original) So writes Mathew Sweezey in The Context Marketing ...

Where to Find Topics for Thought Leadership Content

Consistently producing content that connects with potential buyers remains one of the greatest challenges facing B2B marketers. The need to create content that is relevant for individual business decision makers at every stage of their buying process...

[Research Round-Up] B2B Highlights From “The CMO Survey”

Source:  The CMO Survey (This month's Research Round-Up is devoted entirely to the most recent edition of The CMO Survey, which was published in late February. The CMO Survey has been conducted semi-annually since 2008, and it consistent...

[Book Review] “How Brands Grow Part 2 (Revised Edition)”

Source:  Oxford University Press Every business or professional discipline has a few books that are widely regarded as seminal works. In marketing, one such book is How Brands Grow by Byron Sharp. Published in 2010, How Brands Grow quickl...

[Deep Dive] An Updated Outlook for the U.S. Economy

Key Takeaways The outlook for the U.S. economy for the balance of 2022 has become more uncertain than it was only a few months ago. Most forecasters now expect slower economic growth, continued low unemployment and slower consumer spending and busi...

[Book Review] A Strategic Guide to Using Artificial Intelligence in Marketing

Source:  Stanford University Press The use of artificial intelligence (AI) in marketing has been discussed by an army of industry pundits, and recent research suggests that it may be nearing mainstream adoption. For example, in the sevent...

[Deep Dive] Online Marketplaces Reshape B2B Commerce and Prompt New Marketing Tactics

Source:  Shutterstock Key Takeaways Online B2B marketplaces are changing the landscape of business-to-business commerce. In 2019, only about 7.5% of total global online B2B sales were made via online marketplaces, but they are forecast to...

Why Brand Loyalty Is a Rare Commodity

Most B2B companies derive the majority of their revenue from continuing sales to existing customers. So it shouldn't be surprising that customer retention is an important business priority. Many companies are making substantial investments to improve...

[Research Round-Up] ABM, Marketing Spending and Next Generation Events

 (This month's Research Round-Up features the latest ABM benchmark study by ITSMA and the ABM Leadership Alliance, Winterberry Group's latest forecast of marketing and advertising spending, and a survey examining the future of marketing events by ...

[Book Review] Tools for Building Powerful Brands

Source:  Amazon B2B marketers are under constant pressure to drive revenue growth, and a growing number of B2B marketers now recognize that a powerful brand will make it easier to achieve revenue growth objectives. But building a strong b...

[Deep Dive] For Better Marketing Measurement – Draw a Map

Image Source:  Shutterstock Key Takeaways Marketing leaders are facing constant demands to improve marketing performance and prove the business value of marketing activities. To meet these demands, marketing leaders need an effective mar...

The “Head Start” B2B Marketers Can’t Afford to Ignore

Imagine you are a talented track athlete who is about to run a 100-yard dash. Your competitors are all capable athletes, but you'll have a major advantage in the race because you'll be given a 20-yard head start. Under these circumstances, I think mo...

[Research Round-Up] B2B Buyer Preferences, Online B2B Buying and Personalization

(One of my objectives for the monthly Research Round-Up post is to share research reports and other research-related materials that may be under the radar screens of many B2B marketers. Our February Research Round-Up fits that description nicely. It fe...

[Book Review] Welcome to the “Fifth Paradigm” of Marketing

Source:  Amazon Yesterday, a Google search using the term future of marketing returned over 500,000 results, and my search was limited to the past year. Clearly, there are an abundance of views about how marketing will evolve over the nex...

[Deep Dive] Is Purpose Marketing Right for Your Company?

Source:  Shutterstock Will purpose marketing (a/k/a purpose-led marketing and purpose-driven marketing) drive increased customer loyalty, improve customer acquisition and speed revenue growth? Or is it just another passing fad that will ...

More Evidence that Marketing to Out-of-Market Prospects Really Matters

Source:  WSJ Intelligence/B2B International Last September, I wrote a post discussing why B2B marketers shouldn't ignore "out-of-market" prospects. In a nutshell, my argument was as follows: At any time, most of a company's "good-fit" p...

[Research Round-Up] Content Marketing, Thought Leadership and Customer Experience

(Our January Research Round-Up features the annual content marketing survey by CMI and MarketingProfs, a survey by Edelman and LinkedIn examining the impact of B2B thought leadership, and a customer experience update by The Harris Poll and Redpoint Global.) 12th Annual B2B Content Marketing Benchmarks,...

[Book Review] A Behavioral Economics Primer for Marketers

(In 2022, book reviews will be a regular monthly feature here at B2B Marketing Directions. In some cases, you really need a book to cover a topic in a meaningful way, and that's certainly true when it comes to behavioral economics, the subject of the...

One More Key to Better Marketing in 2022

My posts here over the past several weeks have focused on providing information and discussing concepts that can help marketing leaders develop more effective marketing plans for 2022. By now, many marketing leaders will be in the final stages of the...

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