David Dodd

What Marketing Leaders Should Do NOW to Prepare for a (Possible) Recession

B2B marketers have faced a parade of unprecedented challenges since COVID-19 reared its head in early 2020, and it now appears that 2023 will bring a new round of challenges. Faced with the highest level of inflation in four decades, the U.S. Federal...

Four Steps to Creating Stronger Customer Case Studies

Customer case studies have been a core part of the B2B content marketing mix for years. In the latest content marketing survey by the Content Marketing Institute and Marketing Profs, 61% of the B2B respondents said they are using case studies in thei...

[Research Round-Up] B2B Highlights from “The CMO Survey” – Part 1

Source:  "The CMO Survey" (Christine Moorman, 2022) (This month's Research Round-Up is devoted entirely to the September 2022 edition of "The CMO Survey." This research has been conducted semi-annually since 2008, and it consistently pro...

Novelty Is Essential for Compelling Thought Leadership

It's now abundantly clear that compelling thought leadership content is a vital component of effective marketing for many B2B companies. Numerous studies have shown that business buyers are increasingly relying on thought leadership content and that ...

[Book Review] “Alchemy: The Dark Art and Curious Science of Creating Magic in...

Source:  HarperCollins Astute marketers have long recognized the value of tapping into the psychological aspects of human decision making and behavior. The use of behavioral economics principles in marketing has become a popular topic in ...

The Inevitable Convergence of ABM and Classic Demand Gen Marketing

For the past few years, Forrester Research has been arguing that account-based marketing and "classic" demand generation marketing are converging. In 2019, several Forrester analysts went so far as to predict that the term "ABM" would disappear by 20...

[Research Round-Up] A Look at the Attitudes and Behaviors of B2B Technology Buyers

Image Source:  TrustRadius In June, TrustRadius published the findings of its sixth annual survey of B2B technology buyers. The 2022 B2B Buying Disconnect report is based on a February 2022 survey of business professionals who were involv...

[Book Review] “The Organic Growth Playbook” – A Proven Recipe for Driving Revenue Growth

Source:  Emerald Publishing Limited Marketing leaders are under constant pressure to grow revenues. In fact, most marketing leaders now acknowledge that revenue growth is the raison d'etre of the marketing function.  Marketing indust...

Marketers Should Prepare for Sluggish Growth and Continued High Inflation

For the past few weeks, the hottest topic in the business/financial media has been whether the U.S. economy is headed into a recession. Every day, a parade of economists, market analysts and other pundits appear online, on TV and in print to give their...

What Causes “No Decisions” – And What To Do About Them

At some time in our lives, most of us have experienced anxiety when we're faced with a major decision. In most cases, the level of our anxiousness is proportional to the potential ramifications of the decision we are facing. When the stakes are high e...

Research Reveals Some of the Nuances of Purpose Marketing

Source:  Shutterstock In January of this year, I published a lengthy article here discussing the topic of purpose marketing, which can be defined as the use of content in external communications that emphasizes a company's core mission a...

[Research Round-Up] NetLine Report Examines B2B Content Consumption

 (This month's Research Round-Up is devoted exclusively to the latest B2B content consumption report from NetLine Corporation. NetLine publishes this report annually, and it consistently provides a wealth of real-world insights regarding how busin...

[Book Review] “The Right Way To Select Technology”

Source:  Rosenfeld Media, LLC It's been crystal clear now for several years that marketing and technology have become deeply entwined, and that the number of marketing-related technologies has been growing at an exponential rate. The inau...

How Marketers Can Leverage Job-Focused Content . . . and Why They Should

The first step in designing an effective marketing strategy and creating compelling content is to understand what potential buyers are trying to accomplish when they purchase particular products or services. In most cases, people don't buy a product ...

The Recipe for Effective Demand Generation Messaging

Source:  The Marketing Practice and B2B DecisionLabs One of the most difficult challenges facing B2B marketers is creating demand generation messages that will persuade potential buyers to act. The challenge is particularly daunting when marketers are attempting to motivate action by a "new" prospect -...

[Research Round-Up] Revenue Marketing, Content Marketing and the New Normal in B2B Marketing

(This month's Research Round-Up features a look at "revenue marketing" benchmarks by Demand Spring, an extensive examination of the state of content marketing by Semrush, and a report by Considered Content discussing two surveys that show where B2B buy...

[Book Review] “The Context Marketing Revolution”

Source:  Amazon "Starting on June 24, 2009, everything that once worked in marketing, stopped. What we do, how we do it, and who does it were transformed forever." (Emphasis in original) So writes Mathew Sweezey in The Context Marketing ...

Where to Find Topics for Thought Leadership Content

Consistently producing content that connects with potential buyers remains one of the greatest challenges facing B2B marketers. The need to create content that is relevant for individual business decision makers at every stage of their buying process...

[Research Round-Up] B2B Highlights From “The CMO Survey”

Source:  The CMO Survey (This month's Research Round-Up is devoted entirely to the most recent edition of The CMO Survey, which was published in late February. The CMO Survey has been conducted semi-annually since 2008, and it consistent...

[Book Review] “How Brands Grow Part 2 (Revised Edition)”

Source:  Oxford University Press Every business or professional discipline has a few books that are widely regarded as seminal works. In marketing, one such book is How Brands Grow by Byron Sharp. Published in 2010, How Brands Grow quickl...

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