David Dodd

Google Takes a Fresh Look at the Buying Process

 Marketers have been striving to understand how people make buying decisions for decades. In fact, the earliest formal description of the buying process - Elmo Lewis' famous AIDA model - is now more than 100 years old. The effort to decode how peo...

Mid-Summer Research Updates COVID’s Impact on B2B Marketing

                                Image Source:  Edelman and LinkedIn A report recently published by Edelman and LinkedIn provides ...

What Brand Marketing and Anchovies Have in Common

In Italian cooking, anchovies - those salty little fish that usually come in tins or jars - are often added to a variety of sauces and dishes. Many people - including me - don't particularly like anchovies, so I'm tempted to omit them when using…

The Promise and Perils of Focusing on “In-Market” Prospects

Intent data and predictive analytics have been hot topics in B2B marketing circles for the past few years. Simply put, intent data is information collected about the online activities of a person with the goal of using that data to identify or predict...

What Has – and Hasn’t – Changed in B2B Marketing

"What has been will be again, what has been done will be done again, there is nothing new under the sun." Ecclesiastes 1:9 (New International Version) "Don't throw the past awayYou might need it some rainy dayDreams can come true againWhen everyth...

Why Human Psychology Still Matters in B2B Marketing

                            Image Source:  The B2B Institute Three topics have dominated much of the conversation in B2B marketing circles over t...

COVID Is Driving a Step-Change in E-Commerce – And That Also Means B2B

For the past several weeks, a chorus of business analysts and marketing pundits have been proclaiming that the COVID-19 pandemic is driving a substantial step-change in online shopping and buying. E-commerce sales have been growing rapidly for severa...

How CMOs Can Build Strong Relationships With CFOs . . . And Why They...

  Image Source:  The B2B Institute/IPA For several years, marketing leaders have faced growing pressures from CEOs and other senior business leaders to prove the value of their activities and programs. To satisfy these growing demands, ...

Is Your Company’s CMO Really Just a CMCO?

In late February of this year, an article at the Harvard Business Review website made the provocative claim that the importance of chief marketing officers in larger companies had declined over the past two decades. Normally, this article would have ...

Charting the Course to Your COVID-19 Recovery

Two weeks ago, McKinsey & Company published an article discussing the steps that B2B company leaders should take to create an effective COVID-19 recovery plan. A post-COVID-19 commercial-recovery strategy for B2B companies identifies five compone...

Research Highlights How COVID-19 Has Changed B2B Buyer Behaviors

Wunderman Thompson Commerce (part of Wunderman Thompson, a WPP agency) recently published a research report dealing with the attitudes and behaviors of B2B buyers who make at least some of their business purchases via online channels. The B2B Future...

How to Build Compelling Value Propositions for the COVID-19 Recovery

It's no secret that the U.S. economy experienced a traumatic shock as the result of mandatory business closings and stay at home orders that were implemented to stem the spread of COVID-19. In April, retail sales fell 14.7% compared to March, and th...

COVID-19’s Surprising Impact on Marketing Spending

Decades of research studies have shown that investing in advertising and marketing during a recession will enable companies to increase market share and recover more quickly when the recession ends. Nevertheless, the general view is that marketi...

Research Documents the Impact of COVID-19 on Sales and Profits

The COVID-19 pandemic has been wreaking havoc on U.S. businesses since March when the governors of most states began closing "non-essential" businesses and issuing "stay at home" orders. As the reality of the pandemic sank in, it quickly became appar...

How COVID-19 Has Changed Customer Behaviors

The findings of a special COVID-19 edition of The CMO Survey were published a few days ago. The Founder and Director of The CMO Survey is Dr. Christine Moorman, the T. Austin Finch, Sr. Professor of Business Administration at Duke University's Fuqua ...

When Will In-Person B2B Events Come Back?

In-person events such as trade shows and industry conferences have been a mainstay of B2B marketing for many years. Various industry analysts have estimated that B2B companies typically spend from 12% to 24% of their total marketing budget hosting an...

The Right Pivots Can Drive Revenue Growth in 2020

The business world now has a new buzzword thanks to the coronavirus - pivot. Until recently, the term pivot was primarily used to describe a major, long-term change in a company's business model or business/marketing strategy. But over the past three...

How B2B Buyers 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. But ironically, the popularity of content marketing has ma...

Take Your Webinar Marketing to the Next Level

(For the past several weeks, my posts here have focused on the impact of the COVID-19 pandemic on marketing and on how marketing leaders should respond to the crisis. All fifty U.S. states have now begun the process of reopening their economies, and ...

It’s Time to Reset Marketing for the Balance of 2020

After languishing in coronavirus purgatory for the past three months, the U.S. economy is coming back to life. All fifty U.S. states have now begun the process of reopening their economies, and there are early signs that economic activity is beginnin...

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