David Dodd
David Dodd
David Dodd is a B2B business and marketing strategist, author, and marketing content developer. He works with companies to develop and implement marketing strategies and programs that use compelling content to convert prospects into buyers.
Surveyed CEOs Paint a Mixed Picture of CMO Performance
Source: Boathouse Group, Inc. Surveyed CEOs gave their CMO high marks for alignment with CEO and business objectives, effectiveness at building cross-functional relationships, and…
Why CMO Candidates Should Uncover and Confront Mismatched Expectations
A recent post at LinkedIn described a situation that occurs far more that it should. The post author wrote that he had been contacted...
“Buyability” Isn’t Really New, But It Is Really Important
Research findings strongly suggest that an essential element of Buyability is that business buyers must perceive a prospective vendor’s product or service to be a…
[Research Round-Up] B2B Marketing Benchmarks, a CMO Outlook, and How Humans Decide
(This month's Research Round-Up features three reports that address a wide range of issues relevant to marketing. Two of the reports (by Benchmarkit and NielsenIQ)…
A Powerful (But Not Easy) Way to Boost the Influence of Marketing
In my latest three posts (here, here, and here), I've been discussing the widely-held perception among marketers that the marketing function in most companies...
How to Elevate the Influence of the Marketing Function
Source: Shutterstock Many marketers believe that the marketing function in most companies doesn't have as much influence as it should have. In my last two...
What the Rise of Strategy Meant (and Means) for Marketing
Many marketers now believe that the marketing function in many companies has less influence than it should have - or once had.As one example,...
Has the Influence of the Marketing Function Declined?
(David Packard, the co-founder and former Chairman and CEO of Hewlett-Packard, once said, "Marketing is too important to be left to the marketing department."...
Looking Back, Looking Forward – 2026 Edition
Source: Shutterstock The beginning of a new year is what behavioral scientists call a temporal landmark - a date that is more meaningful than others....
[Research Round-Up] 6sense Study Provides Critical Insights on B2B Buyer Behavior
Source: 6sense 6sense published the findings of its "2025 B2B Buyer Experience Study" (the "2025 Study") earlier this month. The 2025 Study is the third...
Why Mission Is the Critical Foundation of Effective Marketing Planning
The fourth quarter of 2025 is well underway, which means many B2B marketers have begun planning for next year.Marketing planning processes vary considerably across...
[Book Review] A Practitioner’s Guide to Brand Associations
Source: Ullrich Appelbaum After languishing in the shadow of demand generation marketing for more than two decades, B2B brand marketing is experiencing a renaissance. Several...
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...
Long Live the 4Ps!
Source: ShutterstockThe latest salvo of criticism aimed at the venerable 4Ps of marketing was fired by Joanne Seddon, the CEO of the Marketing Accountability...
[Book Review] A Playbook for Leading Marketing in a VUCA (Volatile-Uncertain-Complex-Ambiguous) World
Source: Greenleaf Book Group Human beings are hard-wired to crave predictability and detest uncertainty. We all want to know that our decisions and actions will...
Six Key Steps to Winning CFO (and CEO) Support for Increased Investment in Brand Marketing
After languishing in the shadow of performance marketing for more than two decades, B2B brand marketing is experiencing a renaissance. The number of blog...
Thought Leadership or Brand – Which Matters More to “Hidden Buyers”?
Edelman and LinkedIn recently published their 2025 B2B Thought Leadership Impact Report, which was based on a survey of 1,934 management-level business professionals from a...
[Research Round-Up] The Latest Edition of “The CMO Survey” and a New Survey by EMARKETER
(This month's Research Round-Up features the Spring 2025 edition of "The CMO Survey" and a new survey of senior B2B marketers by EMARKETER, in...
How to Make Sustainability Marketing Effective Marketing
(This is the third of three posts discussing the use of environmental claims in marketing. The first two posts in the series can be...
Sustainability Marketing – A Mixed Record of Effectiveness
(This is the second of three posts dealing with the use of environmental claims in marketing communications. In my first post, I described the...