David Dodd

Why Buying Scenarios Should Be Part of Your Planning for 2019

The stereotypical image we have of B2B buying is that it involves expensive and/or complex products or services, large buying groups, and long buying cycles. But in reality, many B2B companies derive substantial revenue and profit from other types of...

Focus on Impact – Not ROI – for Better Marketing Measurement

Demand Gen Report's 2018 Marketing Measurement and Attribution Benchmark Survey makes one point abundantly clear:  Measuring marketing performance is both a top priority and an ongoing challenge for most B2B marketers. Eighty-seven percent of th...

Do Marketers Have a Clear Picture of Buyer Trust?

Earlier this month, the Content Marketing Institute and MarketingProfs published the findings of their latest B2B content marketing survey. The B2B Content Marketing 2019:  Benchmarks, Budgets, and Trends-North America report presents findings f...

The Role of Marketing Has Grown, But Maybe Not Enough

Most marketing leaders agree that the role of marketing has grown significantly over the past few years. Much of the recent conversation about the expanding scope of responsibility has focused on marketing's role in managing customer experiences and ...

Why You Need a Chief Revenue Officer in 2019

By now, many B2B companies are already planning for 2019. and part of that planning will involve establishing revenue growth goals for the coming year. Growing revenues has never been easy, but producing consistent revenue growth has become more chal...

Getting Thought Leadership Right in 2019

There's no longer any doubt that thought leadership content is having a major impact on B2B buying decisions. Research studies have confirmed that business buyers are consuming more thought leadership content, and that it affects decisions at every s...

How Marketers Are Addressing the Technology Tsunami

Earlier this year, Scott Brinker unveiled the latest version of his now famous marketing technology landscape supergraphic. To no one's surprise, the new graphic showed that the number of marketing technology solutions has continued to grow at a rapi...

The Differences Between B2B and B2C Marketing That Still Matter

In a recent column published at The Drum, Samuel Scott argued that the marketing industry has split into two distinct camps that have adopted and now advocate two very different approaches to the practice of marketing.According to Samuel, the divide ...

New Insights from The CMO Survey on Major Marketing Trends

With the beginning of the fourth quarter less than a month away, many B2B companies have already started planning for 2019. Over the next several weeks, marketing leaders will be evaluating how well their existing marketing programs have performed an...

Holistic Revenue Management Moves Toward the Mainstream

Fundamental changes in the business environment have led a growing number of B2B companies to adopt new approaches for managing their revenue generating activities. While the specific approaches vary, they all arise from the recognition that successf...

Why It Pays to Be Benevolent

B2B companies must be seen as trustworthy to earn the trust of prospects and customers. And science tells us that trustworthiness is based on ability, integrity, and benevolence. The rarest of these attributes is benevolence. This article explains wh...

Surprise! Millennials Actually Like (Some) Marketing Mail

Millennials - usually defined as individuals born from about 1981 through about 1997 - are on the cusp of becoming the largest generational cohort in the U.S. population, and they are already the largest component in the U.S. labor force. Several rec...

Strategic and Agile Marketing – Better Together

Earlier this summer, Samuel Scott created quite a stir when he wrote an article for The Drum arguing that agile marketing is a "crutch for those who do not have a real strategy."Samuel made several points in his article, but his primary argument was ...

Written Content Still Matters in B2B Marketing

Unless you've been completely off the grid for the past several years, you're well aware that the popularity of video content has exploded. eMarketer recently estimated that U.S. adults now spend over an hour per day watching videos on digital device...

The Right (and Wrong) Way to Listen to Customers

"If I had asked my customers what they wanted, they would have said a faster horse." Henry Ford (Attributed) "We don't ask consumers what they want. They don't know. Instead we apply our brain power to what they need, and will want, and make sure w...

Original Research Powers Compelling Thought Leadership

It's now clear that thought leadership content is having a major impact on B2B buying decisions. Several recent studies have confirmed that business buyers are consuming more thought leadership content, and that thought leadership affects decisions a...

What Abraham Maslow Can Teach Us About Customer Experience

In 1943, the psychiatrist Abraham Maslow introduced a theory of human motivation which proposed that people are motivated to satisfy several needs, and that some of those needs take precedence over others.Maslow argued that human needs are arranged i...

How Customers Really Feel About Personalization

Over the past several weeks, I've published posts that reviewed the major findings of two recent research studies - one by Dynamic Yield, and one by Researchscape International - that focused on the current state of personalization in marketing. Thes...

Where B2B Companies Stand With Marketing Measurement

Measuring marketing performance is both a top priority and a persistent challenge for most B2B marketers. That's the primary theme of Demand Gen Report's 2018 Marketing Measurement and Attribution Benchmark Survey. The 2018 survey produced responses ...

Why Revenue Growth is Best Pursued Indirectly

Most marketers will say that the "prime directive" of marketing is to drive revenue growth. But in reality, revenue growth is a by-product of creating value for customers and providing great customer experiences. Paradoxically, the best way to grow r...

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