David Dodd

How Customers Really Feel About Personalization

Over the past several weeks, I've published posts that reviewed the major findings of two recent research studies - one by Dynamic Yield, and one by Researchscape International - that focused on the current state of personalization in marketing. Thes...

Where B2B Companies Stand With Marketing Measurement

Measuring marketing performance is both a top priority and a persistent challenge for most B2B marketers. That's the primary theme of Demand Gen Report's 2018 Marketing Measurement and Attribution Benchmark Survey. The 2018 survey produced responses ...

Why Revenue Growth is Best Pursued Indirectly

Most marketers will say that the "prime directive" of marketing is to drive revenue growth. But in reality, revenue growth is a by-product of creating value for customers and providing great customer experiences. Paradoxically, the best way to grow r...

Why You Need a “Systems” Mindset to Optimize Martech

At the recent MarTech West conference in San Jose, California, Scott Brinker unveiled the new version of his famous (or perhaps infamous) marketing technology landscape supergraphic (shown above). To no one's surprise, the new graphic shows that the ...

B2B Buyers Prefer to “Do-It-Themselves” – Except When They Don’t

One of the major themes in B2B marketing and sales over the past decade has been the emergence of empowered and independent buyers. Numerous research studies have shown that business buyers are using the wealth of easily-accessible information to per...

New Insights on Personalization – Usage, Value, and Challenges

A few weeks ago, I published a post discussing the major findings of a survey by Dynamic Yield regarding the current state of personalization in marketing. A new study by Researchscape International (in association with Evergage) provides more valuab...

Decoding the Vital Attributes of Great Customer Experiences

Most senior business leaders understand the strategic importance of customer experience (CX). They recognize that providing great experiences has become a key means of differentiation and a primary driver of competitive advantage.To provide great cus...

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...

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