David Dodd

Digital Transformation Comes of Age: B2B Findings from “The CMO Survey”

This is the second of three posts discussing some of the B2B-specific findings of the August 2021 edition of The CMO Survey. I included a detailed description of the survey in my first post, so I won't repeat that description here. The "Part 1" post…

B2B Findings From “The CMO Survey” – Part 1

The findings of the August 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 LLP. This...

Why Marketers Shouldn’t Ignore “Out-of-Market” Prospects

If you've ever visited California wine country, you may have fantasized about owning a vineyard. Acres of trellised grapevines laid out in neat rows create an idyllic landscape, like the one shown in the above photograph. Of course, the reality is th...

What CEO’s Really Think of CMO’s

A recent survey by the Boathouse Group, a marketing agency/consulting firm based in Boston, should serve as a wake-up call for B2B marketing leaders. The 2021 CMO Study was based on a survey of 150 Fortune 3000 CEO's from 13 industries. Survey respon...

The Right Way to Start Marketing Planning for 2022

The fourth quarter is almost here, and that means many marketing leaders will soon begin planning for 2022. While COVID-19 is still with us, it appears we now have the tools to deal with the pandemic without resorting to policies that would substanti...

Marketing Leaders Should Always Be Looking “Beyond the Core”

A growing number of marketing leaders now believe that driving business growth is the raison d'etre of the marketing function. Recent research shows that the pressures on marketers to deliver on revenue growth have become intense. A 2021 global surv...

Revenue Growth Is “Job 1” for B2B Marketers

Over two decades ago, Sergio Zyman, the one-time chief marketing officer of Coca-Cola, wrote, "The sole purpose of marketing is to get more people to buy more of your product, more often, for more money . . . Yes, you need to advertise and create…

Marketing Week Article Takes Aim At Account-Based Marketing

Marketing Week published an article earlier this month that is sure to provoke a strong response from proponents of account-based marketing. In "Account-based madness:  The new craze in B2B," authors Jon Lombardo and Peter Weinberg fire a broads...

An Updated Look At the State of Marketing Budgets

Image Source:  Gartner, Inc. Last month, Gartner released the findings of its CMO Spend Survey, 2021. The firm hosted a webinar and published a report discussing the findings of this research. The Gartner survey was conducted from March t...

Surprise! Survey Respondents Don’t Always Tell the Truth

 "People don't think how they feel, they don't say what they think, and they don't do what they say." David Ogilvy, Founder of Ogilvy & Mather Research surveys have become a prominent feature of the B2B marketing landscape in recent years. T...

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.

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