David Dodd

[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...

Looking Back, Looking Forward

The beginning of a new year is what behavioral scientists call a temporal landmark, a time that stands apart from other times and often prompts a desire to make significant changes in our lives. If you doubt the impact of temporal landmarks, just con...

Why You Should Spend Part of Your Marketing Budget on Things That May Not...

Marketers work relentlessly to optimize the performance of their campaigns and programs in order to maximize marketing ROI. But optimization isn't always the right objective. Read on to find out why marketers should spend part of their marketing budg...

4 Questions You Should Ask Before You “Go All In” on Personalization

It's almost an article of faith among marketers that delivering personalized content and experiences to customers and potential buyers will improve business results. The value of personalization has gone largely unquestioned for nearly two decades. M...

[Book Review] Ann Handley’s Not-To-Be-Missed Guide to Better Marketing Writing

Source:  John Wiley & Sons, Inc. Ann Handley's new book, Everybody Writes:  Your New and Improved Go-To Guide to Creating Ridiculously Good Content (John Wiley & Sons, Inc., 2022), was released last month, just in time for as...

An Extra “Pinch” of Human Effort Will Boost Demand Gen Results

Powerful marketing technologies enable B2B marketers to automate many communications with customers and prospects. But a "pinch" of additional human effort applied at the right time and place can boost demand generation results just like a tablespoon...

Why You Need More Than One Go-To-Market Strategy

The stereotypical view we have of B2B commerce is that it involves expensive and/or complex products or services, large buying groups and long buying cycles. But in reality, most B2B companies earn substantial revenue and profit from other types of sales. So, unless your...

[Research Round-Up] An Updated Look at B2B Content Marketing by CMI and MarketingProfs

Source:  Content Marketing Institute and MarketingProfs (This month's Research Round-Up reviews some of the major findings from the latest content marketing survey by the Content Marketing Institute and MarketingProfs. This research has b...

Why a Cautious Approach to Marketing Analytics Makes Sense

Fueled by the exponential growth of online communications and commerce, marketers now have access to an immense amount of data regarding customers and potential buyers. Marketers have recognized that this vast sea of data can be a rich source of insig...

Having a Plan Does NOT Mean You Have a Strategy

With the fourth quarter of the year now underway, many business and marketing leaders have already begun their planning for 2023. Over the next few weeks, they will be evaluating how well their business performed in 2022 and looking for ways to impro...

[Book Review] A Behavioral Science Road Map for Marketers

Source:  Kogan Page Data science and behavioral science have emerged as the twin pillars of marketing success in the twenty-first century. They have become, in essence, the yin and yang of consistent, high-performance marketing. These dis...

[Research Round-Up] B2B Highlights from “The CMO Survey” – The Impact of Marketing Analytics...

Source:  "The CMO Survey" (Christine Moorman, 2022) (This month's Research Round-Up continues my review of selected B2B findings from the September 2022 edition of "The CMO Survey." In this post, I'm discussing what the survey found perta...

What Marketing Leaders Should Do NOW to Prepare for a (Possible) Recession

B2B marketers have faced a parade of unprecedented challenges since COVID-19 reared its head in early 2020, and it now appears that 2023 will bring a new round of challenges. Faced with the highest level of inflation in four decades, the U.S. Federal...

Four Steps to Creating Stronger Customer Case Studies

Customer case studies have been a core part of the B2B content marketing mix for years. In the latest content marketing survey by the Content Marketing Institute and Marketing Profs, 61% of the B2B respondents said they are using case studies in thei...

[Research Round-Up] B2B Highlights from “The CMO Survey” – Part 1

Source:  "The CMO Survey" (Christine Moorman, 2022) (This month's Research Round-Up is devoted entirely to the September 2022 edition of "The CMO Survey." This research has been conducted semi-annually since 2008, and it consistently pro...

Novelty Is Essential for Compelling Thought Leadership

It's now abundantly clear that compelling thought leadership content is a vital component of effective marketing for many B2B companies. Numerous studies have shown that business buyers are increasingly relying on thought leadership content and that ...

[Book Review] “Alchemy: The Dark Art and Curious Science of Creating Magic in...

Source:  HarperCollins Astute marketers have long recognized the value of tapping into the psychological aspects of human decision making and behavior. The use of behavioral economics principles in marketing has become a popular topic in ...

The Inevitable Convergence of ABM and Classic Demand Gen Marketing

For the past few years, Forrester Research has been arguing that account-based marketing and "classic" demand generation marketing are converging. In 2019, several Forrester analysts went so far as to predict that the term "ABM" would disappear by 20...

[Research Round-Up] A Look at the Attitudes and Behaviors of B2B Technology Buyers

Image Source:  TrustRadius In June, TrustRadius published the findings of its sixth annual survey of B2B technology buyers. The 2022 B2B Buying Disconnect report is based on a February 2022 survey of business professionals who were involv...

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