David Dodd

Why It Pays To Be Empathetic and Benevolent

Empathy became one of the hottest topics in marketing last year. Yesterday, I performed a Google search using the term empathy in marketing for the period of March 1, 2020 through March 31, 2021. The search returned over 5.5 million results. Marketin...

Use a “Barbell” Strategy for Better B2B Marketing

Many professional investors use a "barbell" strategy when constructing their portfolios. The barbell strategy was popularized in the early 2000's by Nassim Nicholas Taleb. Taleb has been a derivatives trader and a hedge fund manager, but he is best k...

Four Essential Attributes of Outstanding B2B Customer Experience

 Merkle B2B and two of its constituent firms, B2B International and gyro recently published the results of research that focused on what is required to consistently deliver world-class customer experiences, and where most companies have wor...

How Brand Marketing Improves B2B Financial Performance

Persuasive evidence shows that most B2B companies will maximize growth by balancing the use of long-term brand marketing and short-term demand generation marketing. Yet few companies have adopted this approach. This post explains why the disconnect ex...

2021 Looks To Be a Rebound Year for Marketing and Advertising

The COVID-19 pandemic upended marketing and advertising at many companies last year. Confronted by a historically high level of business and economic uncertainty, many marketers were forced to dramatically change their marketing plans, and in some cas...

McKinsey Touts the Value of Industrial Brands

Earlier this year, McKinsey & Company published an article - "The rising value of industrial brands" - that provides important evidence regarding the value of strong brands for industrial companies. This article describes the results of an analys...

Research Explores the Value of B2B Thought Leadership

Image Source:  Grist Grist, a B2B thought leadership and content marketing agency based in London, recently published the results of its Value of Thought Leadership Survey 2020 (the "2020 Survey"). The 2020 Survey was conducted in October of las...

B2B Highlights From “The CMO Survey”

The findings of the February 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. The l...

Why Marketers Should Be Preparing for Robust Economic Growth

Back in January, I wrote that B2B marketers should use a quarterly approach to planning in 2021 so that they are able to adapt to changing business conditions. Specifically, I recommended that marketers develop a revenue forecast for each quarter of t...

Emphasize Safe Innovation When Marketing to Millennial B2B Buyers

Numerous research studies have shown that millennials are now playing pivotal roles in B2B purchase decisions. Many marketing industry pundits contend that millennial buyers have distinctive characteristics that require a different approach to market...

Marketing to Millennial B2B Buyers – Leverage the Yearning to Learn

Millennials are now major players in B2B buying, according to research recently published by The B2B Institute and GWI. Work in BETA:  The Rising B2B Decision Makers ("Work in BETA") was based on surveys of over 17,000 business professionals bet...

Marketing to Millennial B2B Buyers – The Rise of Micro-Moments

In my last post, I reviewed the findings of a recent research report that examined the attitudes and behaviors of millennial B2B buyers. Work in BETA:  The Rising B2B Decision Makers ("Work in BETA") was published by The B2B Institute, a think ...

A 2020 Snapshot of the Attitudes and Behaviors of Millennial B2B Buyers

The B2B Institute and GWI recently published a research report that provides a wealth of important insights regarding the attitudes, behaviors, and working lifestyles of millennial B2B decision makers. Work in BETA:  The Rising B2B Decision Make...

Beware of WYSIATI on the Road to Data-Driven Marketing

Fueled by the explosive growth of online communications and commerce, marketers now have access to an immense amount of data regarding customers and prospects. Many marketers have recognized that this vast sea of data is a potential source of insight...

Senior Marketers Say Analytics Isn’t Meeting Expectations

Using data to inform marketing decisions is widely seen as critical for marketing success. But recent research has found that most senior marketing leaders are disappointed with the results they've obtained from their analytics investments. Read on ...

Ending the Cold War Between Brand and Demand

In 2018, Samuel Scott wrote a column for The Drum in which he contended that the marketing industry has split into two distinct camps that advocate two very different approaches to the practice of marketing. Samuel described this divide as a "Cold W...

How to Plan for Successful “COVID-Exit” Marketing

The COVID-19 pandemic turned the business and marketing world upside down in 2020. To constrain the spread of the coronavirus, governments instituted, relaxed, and then reimposed mandatory business closings, stay-at-home orders, and a plethora of oth...

2021: A Better (but Still Challenging) Year for Marketers

A long-standing New Year's eve tradition in my family is to go around the room and have everyone relate one thing he or she was thankful for in the year about to end. I suspect if I asked a group of marketers what they were…

The Quest for Unified Marketing Measurement

Multiple research studies have shown that measuring marketing performance remains both a top priority and a major challenge for most marketers. For example, in Demand Gen Report's 2020 Marketing Measurement and Attribution Benchmark Survey, 82% of th...

Measuring the Long-Term Impact of Marketing

The conventional wisdom in the marketing community is that measuring the performance of marketing is now both necessary and achievable. And the conventional wisdom is accurate, at least in part. The explosion of available data about customers and pro...

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