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.
Despite Challenges, Marketers Remain Committed to CX Technologies
In my last post, I discussed some of the findings from a recent study by The Harris Poll and RedPoint Global. Addressing The Gaps In…
New Research Highlights Personalization, Privacy, and Customer Experience Performance
Senior company leaders in virtually all types of businesses now recognize that providing great customer experiences is a critical source of competitive advantage and a…
With Personalization, Less Can Be More
There is no longer any doubt that marketers overwhelmingly believe in the value of personalization. Most marketing leaders now view personalization as essential to marketing…
Marketers Get Better At Strategic Content Management
Marketers have made noteworthy progress in managing content strategically, but still have work to do to match content with the right audience segments and customer…
New Insights on Real-World ABM Strategies and Practices
SiriusDecisions recently published an e-book that describes some of the major findings from its 2019 State of Account-Based Marketing Study. The 2019 study involved 120…
Why B2B Buying Cycles Are So Long
(The following is a post I published about two years ago. Since then, the number of people in the average B2B buying group has increased,…
Two Ways to Make Personalization Welcomed
In my last post, I discussed the inconsistent and often contradictory attitudes of consumers and business buyers regarding personalized marketing. On one hand, numerous research…
The Growing Personalization Conundrum for Marketers
For more than two decades, the value of personalization has been largely unquestioned in marketing circles. Most marketing leaders now view personalization as essential to…
Marketing Myopia Revisited
(The following is a post I published more than six years ago. Given the recent focus on marketing's responsibility for managing customer experiences and driving…
Three Ways to Make Your Case Studies More Persuasive
Customer case studies have been a staple of the B2B marketing content mix for decades. According to 2018 research by the Content Marketing Institute and…
B2B Buyers Remain Skeptical About Vendor Content
Last month, TrustRadius published the findings of its third annual B2B buying disconnect research. The 2019 B2B Buying Disconnect report is based on a survey…
The Key Characteristics of Business Technology Buying
TrustRadius recently published The 2019 B2B Buying Disconnect report, which provides several important insights regarding the sale and purchase of B2B technology solutions. The report…
[Research] The State of Marketing Automation – Adoption, Usage, Benefits, Challenges
Recent research by CleverTouch Marketing, a marketing technology consultancy and service provider based in the UK, provides an interesting snapshot of the state of marketing…
The Growing Influence of Compelling Thought Leadership
Business buyers broadly agree that thought leadership content impacts their purchase decisions at every stage of the buying process. And recent research by Edelman and…
The Benefits and Limitations of Look-Alike Modeling
Demand Gen Report recently published a white paper describing the benefits of using look-alike modeling powered by artificial intelligence (AI) to improve lead generation performance.…
B2B Highlights From the Latest CMO Survey
The findings of the latest CMO Survey by Duke University's Fuqua School of Business, the American Marketing Association, and Deloitte were published a few days…
What’s Required for Effective Demand Generation
CSO Insights (a division of Miller Heiman Group) recently published its 2018-2019 Sales Performance Report. This report describes the findings of the 2018-2019 sales performance…
Where Customer Experience Stands in 2019
Two recently-published reports paint a decidedly mixed picture of the current state of customer experience (CX) management. Most business leaders now recognize that providing great…
Don’t Rely Too Much on Marketing Best Practices
More than two decades ago, Michael Porter warned about the dangers of relying on benchmarking and "best practices" to produce business success. In a landmark…
ABM Supports (But Doesn’t Create) Better Sales-Marketing Alignment
Some pundits contend that account-based marketing will create better alignment between marketing and sales. In reality, ABM can be a catalyst for improving sales-marketing alignment,…