David Dodd

The Vital Importance of “Unrealistic” Thinking

In 1960, Theodore Levitt wrote a landmark article for the Harvard Business Review titled, "Marketing Myopia." When it was republished in 2004, HBR editors...

Why the Direct Approach in Lead Generation Isn’t Always Best

The conventional wisdom among B2B marketing and sales professionals is that the fastest and surest route to a closed sale is to identify and...

Why You Need Both Short-Term and Long-Term Marketing

All business leaders face two fundamental demands. They must execute their current business activities well enough to win success in today's competitive marketplace, while...

To Gate or Not to Gate – The Marketplace Will Decide

One of the long-running debates among B2B marketing experts and practitioners is whether companies should require registration for access to content resources like white...

Why Your Content Marketing Plan Must Focus on More Than Lead Generation

Most of the attention given to content marketing in the B2B space has focused on its role in lead generation and lead nurturing. In...

Match Your Content to the Type of Demand You Need to Create

I've written frequently here about why it's important to develop marketing content resources for specific buyer personas and specific stages of the buying process....

Building a Simple and Effective Lead Qualification Framework

The essential starting point for building a tighter alignment and a more productive relationship between marketing and sales is developing a joint framework for...

Why Both Marketing and Sales Must Focus on Early Engagement

Today's conventional wisdom is that business buyers are using online information to educate themselves and that they're delaying conversations with sales reps until later...

Why B2B Marketers Need a New Marketing Campaign Model

Marketers have long used campaigns as the basis for planning marketing efforts. For decades, the campaign paradigm provided a useful way to organize marketing...

Why B2B Marketing is Like Curling

(This post is an updated version of an article I originally published four years ago this month. Since the Winter Olympic Games opened last...

Is Your Lead Response Time Costing You Sales?

One of the most basic requirements for maximizing results from your lead generation efforts is responding to new lead inquiries in a timely fashion....

Why B2B Marketing Automation Software Isn’t the Whole Solution

David Raab, a widely-respected marketing automation industry analyst, recently published three blog posts (available here, here, and here) that discuss the usage of, and...

Traditional Content Formats Still Dominate Consumption and Influence

Eccolo Media recently published its 2014 B2B Technology Content Survey Report. The 2014 report describes the findings of Eccolo Media's sixth annual survey of...

You Still Need “Promotional” Content – As Long as It’s Done Right

Numerous research studies have demonstrated that B2B companies should feature marketing content that is educational and insightful. Research has also repeatedly shown that promotional...

Stop Making Lame Excuses for Marketing/Sales Misalignment

In a recent blog post, Dan McDade with PointClear wrote that in "chaotic" organizations, 70%-94% of leads generated by marketing are ignored by sales...

Why You Can’t Ignore the Personal Side of B2B Buying

The essence of content marketing is providing relevant and valuable content to a clearly defined and understood target audience. Relevant and valuable content usually...

What the Pleasure Paradox Can Teach Us About Great Marketing

(With Christmas Day only a week away, I wanted to write a post with a holiday theme. Unfortunately, I lack the creativity to write...

Why B2B Branding Still Matters

Most of the content that's been published recently about B2B marketing has focused on demand generation topics such as lead generation, lead nurturing, and...

Two Keys to More Effective Marketing in 2014 – How Marketing Content Must Change

With 2014 now less than a month away, most B2B marketers are well into their planning for next year. For most marketers, the ultimate...

Two Keys to More Effective Marketing in 2014 – Part 1

Two years ago this month, I published a post here titled Five Ways to Improve Your Marketing in 2012. With the end of 2013...

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