David Dodd
Can Marketing Content Trigger a B2B Buying Process?
Most B2B marketers recognize that their toughest competitor isn't usually a company offering an alternative product or service, but rather what their potential buyers are already using or doing. No sale can be made unless potential buyers first becom...
Why Generative AI Can’t Create Real Thought Leadership Content . . . At Least...
Last November's release of ChatGPT set off a remarkable frenzy of activity in the AI space. Over the past several weeks, a host of technology companies, from start-ups to heavyweights like Microsoft and Google, have announced or rolled out appli...
[Book Review] Why Human Intuition and Judgment Still Matter In Decision-Making
Source: John Wiley & Sons, Inc. Marketers make many business-related decisions every working day. Some are routine and not all that consequential. Others, however, are high-stakes decisions that can significantly impact their company...
[Research Round-Up] NetLine’s Latest Research On B2B Content Comsumption
(This month's Research Round-Up discusses the latest B2B content consumption report from NetLine Corporation. NetLine publishes this report annually, and it consistently provides a wealth of real-world insights regarding how business professionals actu...
Remember Amara’s Law When Thinking About Generative AI
The outpouring of enthusiasm for ChatGPT, and the flurry of recent AI-related product announcements from tech companies indicate that generative artificial intelligence will soon play a much larger role in marketing. But the specific path forward for ...
Increase “Mental Availability” To Boost B2B Marketing Performance
Earlier this month, I published an article discussing the importance of the 95:5 rule for B2B marketing. This rule states that up to 95% of business buyers are not in the market for many goods and services at any given time. The 95:5 rule isn't…
[Book Review] An Essential Guide to Artificial Intelligence for Marketers
Source: Trust Insights The marketing world has been going gaga over ChatGPT for the past four months. The generative AI application from OpenAI was released to the public on November 30, 2022, and analysts have estimated that ...
[Research Round-Up] B2B Highlights From “The CMO Survey” – March 2023
Source: "The CMO Survey" (Christine Moorman, 2023) (This month's Research Round-Up is devoted entirely to the March 2023 edition of "The CMO Survey." This research has been conducted semi-annually since 2008, and it consistently provides...
What the 95:5 Rule Means for B2B Marketing
In a 2021 paper published by The B2B Institute, Professor John Dawes, Associate Director at the Ehrenberg-Bass Institute for Marketing Science, described what has come to be called the 95:5 rule. The rule states that up to 95% of business buyers aren...
[Deep Dive] Why Your Account-Based Strategies May Not Be Focused On the Right Customers
Source: Shutterstock Key Takeaways A growing number of companies are adopting account-based programs that treat customers differently based on their perceived value to the company. Most companies determine the value of accounts based on current revenue and future growth potential, but most don't track account…
[Book Review] An Insightful (and Timely) Guide To Marketing Metrics
Source: Kogan Page Most marketers will readily acknowledge that effectively using metrics, analytics, and data has become critically important to successful marketing. Companies can now access a huge amount of data regarding the behavior...
[Research Round-Up] Two Surveys Explore the State of ABM
(This month's Research Round-Up features two recent studies that examine the state of account-based marketing. One is the 2022 ABM Benchmark Survey by Momentum ITSMA and the ABM Leadership Alliance, and the second is the ABM Census 2022 survey by...
What Is the 95:5 Rule? Does It Apply To Your Company?
In 2021, The B2B Institute, a think tank supported by LinkedIn, published a report featuring several papers authored by researchers with the Ehrenberg-Bass Institute for Marketing Science. One of the papers was written by Professor John Dawes, the A...
The Essential Behavioral Science Reading List for Marketers
Last month, I wrote an article here arguing that, to achieve success in 2023 and beyond, marketers will need to be adept at leveraging both the capabilities of technology and data science, and the principles of behavioral science describing how people make decisions. I...
[Book Review] A Valuable Introduction To the Complex World of Marketing Technology
"MarTech is marketing." Source: Kogan Page That's the tagline adopted by Third Door Media a few years ago for its MarTech conferences and martech.org website. And while some have argued that the tagline goes a little too far, ...
[Research Round-Up] The State of Artificial Intelligence in Marketing
(The marketing world has been captivated by ChatGPT for the past several weeks. The generative AI-powered chatbot developed by OpenAI has been widely hailed by some members of the marketing community, and widely criticized by others. While the jury is ...
How Marketers Should Navigate Economic Uncertainty in 2023
Source: Analytic Partners Analytic Partners, a provider of marketing optimization solutions, recently published an ebook that offers marketers five recommendations for addressing the economic uncertainty that's likely to exist for much o...
[Research Round-Up] The Continuing Importance of B2B Thought Leadership
Source: Edelman and LinkedIn (This month's Research Round-Up focuses exclusively on the latest B2B thought leadership impact study by Edelman and LinkedIn. This research is conducted annually, and it consistently provides useful insights...
[Book Review] A Must-Read Guide To Igniting Account-Based Growth
Source: Kogan Page The rapid adoption of account-based marketing (ABM) ranks as one of the most significant developments in B2B marketing of the past two decades. The popularity and use of ABM have been growing steadily since it was intr...
The Yin and Yang of High-Performance Marketing
Marketing success in 2023 and beyond will depend on marketers' ability to leverage the capabilities of technology and data science and to effectively apply the principles of behavioral science that describe how people make decisions. These two disti...