David Dodd

Why Marketers Should Be On the Lookout For Unjustified Survey-Based Conclusions

This is the second of my series of three posts discussing several issues that can affect the validity of survey findings and/or the credibility of survey reports. As I wrote in my last post, surveys and survey reports have become important marketing ...

How To Evaluate Survey Findings and Reports With a Discerning Eye

Research surveys and survey reports have become important marketing tools for many kinds of B2B companies, including those that offer marketing technologies and various kinds of marketing-related services. Many B2B companies are conducting or sponsor...

How Senior Business Leaders View the Role and Performance of Marketing

Source:  CMO Council Last month, the CMO Council published a report that provides several important insights regarding how senior corporate executives view the role and performance of marketing in their organization. Rate the State of Mar...

How Effectively Are Companies Managing Content Operations?

Within the last few weeks, two research reports have been published that provide several important insights about how marketers are managing content-related activities and processes. One report is by the Content Marketing Institute ("CMI"), and ...

One Vital Way to Cultivate Buyer Trust and Confidence

For the past several years, industry analysts and other thought leaders have been urging marketing and sales professionals to shift from selling to helping buyers buy. Advocates of this change argue that it will enable marketers and salespeople to be...

Research Takes the Pulse of B2B Marketers

B2B International (a Merkle B2B company) recently published the results of its 2021 B2B Marketing Monitor study (the "2021 Monitor"). The 2021 Monitor was based on a survey of 301 marketing, insight, customer experience and business strategy decision ...

How Business Professionals 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. Ironically, the popularity of content marketing has made su...

Why Helping Buyers Feel Confident Is Vital for Effective Marketing

In a 2020 survey of senior marketing leaders by Gartner, participants were asked to identify their company's primary strategy for fueling growth into 2021. The two most frequently identified growth strategies were increasing sales of existing product...

Companies Take a More Holistic Path to Managing Revenue Growth

Changes in the business environment have led many B2B companies to adopt new approaches for managing their revenue generating activities. While the specific approaches vary, they all arise from the recognition that consistent organic revenue growth r...

How Quickly Will U.S. Consumers “Move Past” COVID-19?

Current data from the CDC regarding vaccination progress, current data from the TSA regarding the number of people flying, and the latest quarterly earnings reports from several large U.S. retailers indicate that the "return to normal" is progressing even faster than many of us anticipated.

Why It Pays To Be Empathetic and Benevolent

Empathy became one of the hottest topics in marketing last year. Yesterday, I performed a Google search using the term empathy in marketing for the period of March 1, 2020 through March 31, 2021. The search returned over 5.5 million results. Marketin...

Use a “Barbell” Strategy for Better B2B Marketing

Many professional investors use a "barbell" strategy when constructing their portfolios. The barbell strategy was popularized in the early 2000's by Nassim Nicholas Taleb. Taleb has been a derivatives trader and a hedge fund manager, but he is best k...

Four Essential Attributes of Outstanding B2B Customer Experience

 Merkle B2B and two of its constituent firms, B2B International and gyro recently published the results of research that focused on what is required to consistently deliver world-class customer experiences, and where most companies have wor...

How Brand Marketing Improves B2B Financial Performance

Persuasive evidence shows that most B2B companies will maximize growth by balancing the use of long-term brand marketing and short-term demand generation marketing. Yet few companies have adopted this approach. This post explains why the disconnect ex...

2021 Looks To Be a Rebound Year for Marketing and Advertising

The COVID-19 pandemic upended marketing and advertising at many companies last year. Confronted by a historically high level of business and economic uncertainty, many marketers were forced to dramatically change their marketing plans, and in some cas...

McKinsey Touts the Value of Industrial Brands

Earlier this year, McKinsey & Company published an article - "The rising value of industrial brands" - that provides important evidence regarding the value of strong brands for industrial companies. This article describes the results of an analys...

Research Explores the Value of B2B Thought Leadership

Image Source:  Grist Grist, a B2B thought leadership and content marketing agency based in London, recently published the results of its Value of Thought Leadership Survey 2020 (the "2020 Survey"). The 2020 Survey was conducted in October of las...

B2B Highlights From “The CMO Survey”

The findings of the February 2021 edition of The CMO Survey were published last month. The CMO Survey is led by Dr. Christine Moorman and sponsored by Duke University's Fuqua School of Business, the American Marketing Association, and Deloitte. The l...

Why Marketers Should Be Preparing for Robust Economic Growth

Back in January, I wrote that B2B marketers should use a quarterly approach to planning in 2021 so that they are able to adapt to changing business conditions. Specifically, I recommended that marketers develop a revenue forecast for each quarter of t...

Emphasize Safe Innovation When Marketing to Millennial B2B Buyers

Numerous research studies have shown that millennials are now playing pivotal roles in B2B purchase decisions. Many marketing industry pundits contend that millennial buyers have distinctive characteristics that require a different approach to market...

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