David Dodd

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...

Is Account-Based Marketing Right for Your Business?

One of the hot topics in B2B marketing circles today is account-based marketing (ABM).ITSMA (the Information Technology Services Marketing Association) led the development of...

How to Know if Your Marketing Strategy is Working

The foundation of all effective marketing efforts is a sound marketing strategy. Most marketing leaders feel fairly comfortable formulating strategy, but many find it...

How a Balanced Scorecard Measures Current and Future Marketing Performance

In my last post, I argued that marketers should use a Balanced Scorecard to measure and manage marketing performance. The Balanced Scorecard was introduced...

Why Marketing Needs a Balanced Scorecard

Earlier this year, ITSMA, VisionEdge Marketing, and Forrester Research surveyed marketing leaders about how they demonstrate marketing's value to the business. The survey revealed...

How to Build a Better Profile of Your Ideal Customer

Most readers of this blog are probably familiar with ideal customer profiles. An ideal customer profile is a description of the kinds of companies...

Why There’s Still So Much Bad Content

In a recent article at LinkedIn, Joe Pulizzi, the Founder and Executive Director of the Content Marketing Institute, observed that most of the marketing...

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Rethinking the Value of BANT (It’s Not as Outdated as Some Suggest)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

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