David Dodd

What Content Marketers Can Learn from French Cooking

Research shows that producing enough content is now the greatest challenge facing B2B content marketers. (B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends...

Rethinking the Value of BANT (It’s Not as Outdated as Some Suggest)

Last fall, I published a post here titled Why BANT No Longer Works for Qualifying Leads. In that post, I argued rather strongly that...

Why Third-Party Content Should Be Part of Your Content Marketing Mix

Two recent research studies have caused me to rethink my views regarding the role and value of third-party content in the marketing efforts of...

How to Make the Cost of Delay Visible to Your Prospects

Keeping prospects moving through the buying process is a perennial challenge for B2B marketing and sales professionals. I suspect that all of us have...

Stop Wasting Your Time on Superficial Personalization

For more than two decades, experts have urged marketers to use personalized messages to boost the effectiveness of marketing communications. Many marketers have heeded...

Why You Need Customer Success Content

In my last post, I discussed why most B2B companies need content marketing programs that are specifically designed for existing customers, and I described...

When Marketing to Existing Customers Really Matters

Most of the conversation about content marketing has focused on its role in acquiring new customers. For example, we often hear or read about...

B2B Marketers, Be Careful What You Ask For

For the past few years, B2B marketing thought leaders and practitioners have been advocating that marketing should play a larger role in the demand...

Alice, the Red Queen, and Content Marketing

In Lewis Carroll's classic, Through the Looking Glass, the Red Queen takes Alice on a run in a forest. Alice and the Queen run...

How to Avoid Lead Genocide

Several days ago, I came across a great blog post by Jill Konrath. If you're not familiar with Jill's work, she is a well-respected...

An Inconvenient Truth About B2B Demand Generation

If you're a B2B marketer, describing the major attributes of your lead-to-revenue funnel and measuring the dynamics of your funnel are critical to understanding...

Using ROI to Evaluate Marketing Technologies

(Recently, I had the opportunity to write a guest post for the ADAM Software blog. ADAM is a provider of marketing execution software that...

How to Boost the Performance of Channel Marketing

Every day, thousands of companies sell products and services through independent or quasi-independent channel partners such as franchisees, independent agents, or value-added resellers. Most...

Can Your Marketing Content Meet the Burden of Proof?

The CMO Council recently published a white paper - Better Lead Yield in the Content Marketing Field - that contains both good news and...

Stop Thinking in Terms of Marketing Campaigns

For decades, marketers have thought in terms of campaigns when planning their marketing efforts. The campaign model provided a useful way to organize marketing...

Why Marketers Need a Revenue Growth Theory

For the past several years, marketers have faced growing pressures to prove the value of their activities and programs. In a 2011 survey of...

When Listening to Customers is a Bad Idea

Over the past three decades, dozens of books, magazine articles, and blog posts have been written about the importance of listening to customers. Becoming...

Passing the Baton Without Missing a Step- Sales Enablement, Part 3

This is the third of three posts that are discussing the role that marketing plays in helping the sales team sell - what is...

Create Content that Helps Sales Reps Sell – Sales Enablement, Part 2

Business buyers do not distinguish between marketing and sales activities. From the buyer's perspective, there is one problem-solving process that may result in a...

Why Sales Enablement Matters More than Ever

In most B2B companies, your success as a marketer depends to a significant extent on your ability to help the sales team sell. By...

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