David Dodd

The Missing Pieces of the Sales-Marketing Alignment Puzzle

Research continues to show that marketing-sales alignment remains a significant challenge for many companies. Earlier this year, for example, InsideView published The State of Sales & Marketing Alignment in 2018, which was based on a survey of m...

Six Ways to Gain Influence With B2B Buyers

In an earlier post, I discussed some of the major survey findings reported in The 2018 B2B Buying Disconnect by TrustRadius. This report is based on two surveys. One survey included 438 individuals who played a key role in a significant business tech...

Closing the Customer Experience Gap

Most senior business leaders now recognize the strategic importance of providing outstanding customer experiences. Customer experience has been one of the hottest topics in business and marketing circles for the past several years, and it's been the ...

Buyers Take a “Trust But Verify” Approach to Vendor Content

TrustRadius recently published The 2018 B2B Buying Disconnect report, which provides several important insights regarding how business technology buyers research potential purchases, and how they view their vendors.The report is based on the results ...

Alice, the Red Queen, and Effective Content Marketing

In Lewis Carroll's Through the Looking Glass, the Red Queen takes Alice  on a run in a forest. Alice and the Queen run very fast, but they never leave the place where they started. When Alice wonders why, the Red Queen explains:  "Now here,...

The State of Personalization in 2018

The personalization of content and messaging has been widely discussed in marketing circles for more than two decades. Numerous research studies have shown that both consumers and business buyers want companies to understand their individual needs an...

How to Persuade Prospects to Leave the Status Quo

Most B2B marketing and sales professionals recognize that their more formidable competitor is usually the status quo. The grip of the status quo can result in longer sales cycles, stalled deals, and the dreaded "no decision."Persuading prospects to m...

New Research Highlights Digital Trends for 2018

Econsultancy recently released its 2018 Digital Trends report (published in association with Adobe). This report is based on a global survey of nearly 13,000 marketing, creative, and technology professionals. Sixty percent of the respondents were fro...

Use the 70-20-10 Formula for Better B2B Marketing

The most important and difficult decisions that marketing leaders must make inevitably involve the allocation of marketing resources (money, people, time, etc.).Regardless of company size, the resources available for marketing are rarely sufficient t...

Does Your Content Create the Right Kind of Halo?

If you've ever sold a house, you've probably heard about curb appeal. Curb appeal is the visual attractiveness of a house as seen from the street, and it is what creates the first impression of a house in the minds of potential buyers. Real estate pr...

Why Social Sharing is a Poor Measure of B2B Content Performance

About a year ago, I published a post arguing that B2B marketers need to set realistic expectations for their content marketing efforts. This turned out to be our most widely-read post in 2017. The main theme of my post was that content marketing per...

New Research Tracks Progress on B2B Customer Experience

In 2013, Walker Information published the results of a study regarding the emerging importance of customer experience for B2B companies. Customers 2020:  The Future of B-to-B Customer Experience focused on how B2B companies should be preparing t...

How Marketers Can Nurture Buyer Trust, and Why That Matters

B2B buyers are conditioned to view vendor-provided information with a healthy dose of skepticism, and this makes lack of trust an elephant-in-the-room issue for B2B marketers. Lack of trust produces a major drag on marketing performance. If buyers do...

Why Proving the Impact of Marketing is Difficult

For several years, marketing leaders have faced growing demands from the C-suite to prove the value of their activities and programs. Marketing accountability has...

Two Ways to Boost the Impact of Personalization in 2018

Delivering outstanding customer experiences has become a primary strategic objective for both B2B and B2C marketers. In the 2017 Digital Trends report by Econsultancy...

Research Says B2B Buyers Want Strategic Partners

For decades, the basic approach to B2B marketing and sales has been to identify a prospect's "pain points," and then demonstrate how your...

Why Sales Content Management Needs More Work

There's no longer any doubt that content has become the currency of marketing and sales for virtually all kinds of B2B companies. According to...

Debunking a Myth About Millennial B2B Buyers

In 2015, Millennials became the largest generational cohort in the US population and the largest generation in the US labor force. Research studies by...

What Sales Needs from Marketing

The business case for marketing-sales alignment has never been more compelling. According to the Aberdeen Group, companies with strong alignment grow revenue at a...

Look First to Existing Customers When Selecting ABM Accounts

Account-based marketing is often described as an effective way to acquire new customers. And that description is accurate. But ABM is also a powerful...

New Posts