David Dodd

More Evidence that Marketing to Out-of-Market Prospects Really Matters

Source:  WSJ Intelligence/B2B International Last September, I wrote a post discussing why B2B marketers shouldn't ignore "out-of-market" prospects. In a nutshell, my argument was as follows: At any time, most of a company's "good-fit" p...

[Research Round-Up] Content Marketing, Thought Leadership and Customer Experience

(Our January Research Round-Up features the annual content marketing survey by CMI and MarketingProfs, a survey by Edelman and LinkedIn examining the impact of B2B thought leadership, and a customer experience update by The Harris Poll and Redpoint Global.) 12th Annual B2B Content Marketing Benchmarks,...

[Book Review] A Behavioral Economics Primer for Marketers

(In 2022, book reviews will be a regular monthly feature here at B2B Marketing Directions. In some cases, you really need a book to cover a topic in a meaningful way, and that's certainly true when it comes to behavioral economics, the subject of the...

One More Key to Better Marketing in 2022

My posts here over the past several weeks have focused on providing information and discussing concepts that can help marketing leaders develop more effective marketing plans for 2022. By now, many marketing leaders will be in the final stages of the...

Two Ways To Make Your Case Studies Stand Out

Earlier this month, Michael Brenner published a great post at the Marketing Insider Group blog describing how to create compelling customer case studies. Michael offered several valuable suggestions including: Make case studies "relatable" to potent...

Empathetic Marketing Will Be Vital in 2022 . . . But It’s Not Easy

Empathy has become a hot topic in marketing circles over the past couple of years. The increased interest has been largely driven by the COVID-19 pandemic, which disrupted the personal and professional lives of millions and wreaked havoc on the opera...

Define “Buying Scenarios” for Better Marketing in 2022

The predominant view of B2B buying is that it involves expensive and/or complex products or services, large buying groups and long buying cycles. In reality many B2B companies derive substantial revenue from other types of sales. That's why marketing ...

Economic Forecasters Predict a Strong 2022 . . . Mostly

The success of any marketing plan depends largely on how well it accounts for the business and economic conditions that exist when the plan is executed. Therefore, as marketing leaders develop their plans for 2022, it's vital that they assess what th...

The “Now-Next-New” Approach to Marketing Resource Allocation

By now, most B2B marketing leaders are well into their planning for 2022, and some of the most important and difficult decisions they will be required to make during the planning process involve the allocation of marketing resources (money, people, t...

Three Keys To More Successful Thought Leadership Marketing In 2022

(If you've decided to add thought leadership marketing in 2022, or if you need to improve your thought leadership program next year, the time to start planning is now. This post describes three steps B2B marketers can take to elevate their thought leadership efforts...

The Persistent Measurement Challenge: B2B Findings From “The CMO Survey”

This post will conclude my discussion of several B2B-specific findings from the August 2021 edition of The CMO Survey. In my earlier posts, I reviewed what the survey revealed about the state of marketing spending and the progress B2B companies have ...

Digital Transformation Comes of Age: B2B Findings from “The CMO Survey”

This is the second of three posts discussing some of the B2B-specific findings of the August 2021 edition of The CMO Survey. I included a detailed description of the survey in my first post, so I won't repeat that description here. The "Part 1" post…

B2B Findings From “The CMO Survey” – Part 1

The findings of the August 2021 edition of The CMO Survey were published last month. The CMO Survey is led by Dr. Christine Moorman and sponsored by Duke University's Fuqua School of Business, the American Marketing Association and Deloitte LLP. This...

Why Marketers Shouldn’t Ignore “Out-of-Market” Prospects

If you've ever visited California wine country, you may have fantasized about owning a vineyard. Acres of trellised grapevines laid out in neat rows create an idyllic landscape, like the one shown in the above photograph. Of course, the reality is th...

What CEO’s Really Think of CMO’s

A recent survey by the Boathouse Group, a marketing agency/consulting firm based in Boston, should serve as a wake-up call for B2B marketing leaders. The 2021 CMO Study was based on a survey of 150 Fortune 3000 CEO's from 13 industries. Survey respon...

The Right Way to Start Marketing Planning for 2022

The fourth quarter is almost here, and that means many marketing leaders will soon begin planning for 2022. While COVID-19 is still with us, it appears we now have the tools to deal with the pandemic without resorting to policies that would substanti...

Marketing Leaders Should Always Be Looking “Beyond the Core”

A growing number of marketing leaders now believe that driving business growth is the raison d'etre of the marketing function. Recent research shows that the pressures on marketers to deliver on revenue growth have become intense. A 2021 global surv...

Revenue Growth Is “Job 1” for B2B Marketers

Over two decades ago, Sergio Zyman, the one-time chief marketing officer of Coca-Cola, wrote, "The sole purpose of marketing is to get more people to buy more of your product, more often, for more money . . . Yes, you need to advertise and create…

Marketing Week Article Takes Aim At Account-Based Marketing

Marketing Week published an article earlier this month that is sure to provoke a strong response from proponents of account-based marketing. In "Account-based madness:  The new craze in B2B," authors Jon Lombardo and Peter Weinberg fire a broads...

An Updated Look At the State of Marketing Budgets

Image Source:  Gartner, Inc. Last month, Gartner released the findings of its CMO Spend Survey, 2021. The firm hosted a webinar and published a report discussing the findings of this research. The Gartner survey was conducted from March t...

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