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.
Marketers Are Embracing Advanced Marketing Measurement
Demand Gen Report's 2018 Marketing Measurement & Attribution Benchmark Survey makes one point abundantly clear: Measuring marketing performance is both a top priority and a…
Salesforce Study Identifies Major Marketing Trends
Salesforce recently published the fifth edition of its State of Marketing report. The new report is based on a survey that was fielded between August 13th and…
Focus on “High-Yield Behaviors” to Drive Revenue Growth
In my previous two posts, I've discussed the expanding role of marketing in driving business growth. Recent research shows that many marketing leaders now believe…
Both Market and Customer Expertise are Needed to Drive Growth
Marketing has always been associated with revenue generation and growth, but a rising number of marketing leaders now contend that business growth is the raison…
Have Marketers Fully Embraced the Growth Challenge?
The role of marketing was a major topic of conversation last year, and there is a widespread belief that marketing's scope of responsibility has expanded.…
Research Demonstrates the Financial Impact of Trust
Astute business leaders have long recognized that trust is a vital element of competitive success. But traditionally, trust has been viewed as a "soft" issue…
The Unfinished Business of Sales-Marketing Alignment
Since launching this blog in 2010, I've written about various aspects of sales-marketing alignment 26 times. And I certainly wasn't the first person to address…
The Most Critical Skill for Tomorrow’s CMO
A recent article at the Harvard Business Review website argues that many chief marketing officers are at a career crossroads and face four possible futures,…
What Distinguishes Top-Performing Marketing Organizations
A recent survey by B2B Marketing and The Mx Group identified several differences between top-performing and poorly-performing B2B marketers. Not surprisingly, the research revealed that…
Where Account-Based Marketing Stands in 2018
Account-based marketing was one of the most significant trends in B2B marketing in 2018. It has been the primary focus of numerous conferences and webinars,…
Why Buying Scenarios Should Be Part of Your Planning for 2019
The stereotypical image we have of B2B buying is that it involves expensive and/or complex products or services, large buying groups, and long buying cycles.…
Focus on Impact – Not ROI – for Better Marketing Measurement
Demand Gen Report's 2018 Marketing Measurement and Attribution Benchmark Survey makes one point abundantly clear: Measuring marketing performance is both a top priority and an…
Do Marketers Have a Clear Picture of Buyer Trust?
Earlier this month, the Content Marketing Institute and MarketingProfs published the findings of their latest B2B content marketing survey. The B2B Content Marketing 2019: Benchmarks,…
The Role of Marketing Has Grown, But Maybe Not Enough
Most marketing leaders agree that the role of marketing has grown significantly over the past few years. Much of the recent conversation about the expanding…
Why You Need a Chief Revenue Officer in 2019
By now, many B2B companies are already planning for 2019. and part of that planning will involve establishing revenue growth goals for the coming year.…
Getting Thought Leadership Right in 2019
There's no longer any doubt that thought leadership content is having a major impact on B2B buying decisions. Research studies have confirmed that business buyers…
How Marketers Are Addressing the Technology Tsunami
Earlier this year, Scott Brinker unveiled the latest version of his now famous marketing technology landscape supergraphic. To no one's surprise, the new graphic showed…
The Differences Between B2B and B2C Marketing That Still Matter
In a recent column published at The Drum, Samuel Scott argued that the marketing industry has split into two distinct camps that have adopted and…
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…
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…