David Dodd

New Insights from The CMO Survey on Major Marketing Trends

With the beginning of the fourth quarter less than a month away, many B2B companies have already started planning for 2019. Over the next several weeks, marketing leaders will be evaluating how well their existing marketing programs have performed an...

Holistic Revenue Management Moves Toward the Mainstream

Fundamental changes in the business environment have led a growing number of B2B companies to adopt new approaches for managing their revenue generating activities. While the specific approaches vary, they all arise from the recognition that successf...

Why It Pays to Be Benevolent

B2B companies must be seen as trustworthy to earn the trust of prospects and customers. And science tells us that trustworthiness is based on ability, integrity, and benevolence. The rarest of these attributes is benevolence. This article explains wh...

Surprise! Millennials Actually Like (Some) Marketing Mail

Millennials - usually defined as individuals born from about 1981 through about 1997 - are on the cusp of becoming the largest generational cohort in the U.S. population, and they are already the largest component in the U.S. labor force. Several rec...

Strategic and Agile Marketing – Better Together

Earlier this summer, Samuel Scott created quite a stir when he wrote an article for The Drum arguing that agile marketing is a "crutch for those who do not have a real strategy."Samuel made several points in his article, but his primary argument was ...

Written Content Still Matters in B2B Marketing

Unless you've been completely off the grid for the past several years, you're well aware that the popularity of video content has exploded. eMarketer recently estimated that U.S. adults now spend over an hour per day watching videos on digital device...

The Right (and Wrong) Way to Listen to Customers

"If I had asked my customers what they wanted, they would have said a faster horse." Henry Ford (Attributed) "We don't ask consumers what they want. They don't know. Instead we apply our brain power to what they need, and will want, and make sure w...

Original Research Powers Compelling Thought Leadership

It's now clear that thought leadership content is having a major impact on B2B buying decisions. Several recent studies have confirmed that business buyers are consuming more thought leadership content, and that thought leadership affects decisions a...

What Abraham Maslow Can Teach Us About Customer Experience

In 1943, the psychiatrist Abraham Maslow introduced a theory of human motivation which proposed that people are motivated to satisfy several needs, and that some of those needs take precedence over others.Maslow argued that human needs are arranged i...

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 ...

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