David Dodd

Diagnosing the Performance of Your Demand Generation Funnel

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 how well your demand generation system is performing. Funnel metrics will help provide the answers to three important questions:Volume -...

How Media Consumption Statistics Can Mislead Marketers

Earlier this year, eMarketer published a new estimate of the amount of time US adults (ages 18+) spend with various types of media. Like many media analysts, eMarketer estimates that the amount of time spent with mobile media is growing more rapidly than all...

Why Expert Content Should Be Part of Your Content Marketing Mix

About a year ago, I started to rethink my views regarding the role and value of third-party content in the marketing efforts of B2B companies. I had always believed that most of the marketing content used by a company should be developed internally or...

How to Close the Performance Gap in Lead Generation and Content Marketing

Over the past few years, both lead generation and content marketing have become primary focus areas for B2B marketers. Because of changes in how B2B buyers are learning about business issues and possible solutions, marketers have been required to assume greater responsibility for acquiring...

How Top Performing Channel Sellers Improve Channel Partner Marketing

Every day, thousands of companies sell their products and services through channel partners such as franchisees, independent agents, and value-added resellers. Not only are indirect channel sales a significant part of the overall economy, many companies rely on them for more than half of...

Does B2B Branding Still Matter?

Last year, I published a post here titled Why B2B Branding Still Matters. As the title of that post suggests, I argued that branding is still important for most B2B companies. In a book published earlier this year, Itamar Simonson and Emanuel Rosen provide...

Inbound Marketing After 9 Years – From Exaggerated Expectations to Core Marketing Strategy

Inbound marketing will be ten years old in 2015. The term inbound marketing was coined in 2005 by Brian Halligan, the co-founder and CEO of HubSpot. In reality, however, some aspects of what we now call inbound marketing are much older. It's reasonable to argue,...

What Milkshakes Can Teach Us About Marketing

The first step to designing an effective marketing strategy and creating compelling marketing content is to understand what your potential buyers are trying to accomplish when they purchase products or services like those you provide. In most cases, people don't buy a product or...

For Better Marketing Decisions, Think Incrementally

Measuring marketing return on investment (MROI) has become increasingly popular, as marketers face growing pressures to demonstrate the value of their activities and programs. Marketers are calculating and using MROI for a variety of reasons, including:To measure the effectiveness of individual marketing campaigns or...

Great Marketing Content Always Requires Trade-Offs

In a landmark article for the Harvard Business Review, Michael E. Porter wrote that the essence of business strategy is choosing to perform business activities differently - or to perform different activities - than competitors. Porter also argued that a powerful strategy always involves...

Marketing Budget Shifts From Traditional to Digital Are Slowing

For most of the past decade, numerous research studies have documented two clear marketing trends:First, spending on digital marketing methods, channels, and tactics has been growing rapidly; and Second, companies have funded a significant portion of the increased spending on digital marketing by moving funds...

When Will Price Changes Be Profitable?

Price is one of the traditional 4P's of the marketing mix, and pricing is or should be a core component of every company's business and marketing strategy. Unfortunately, many marketers today focus almost exclusively on marketing communications (the promotion component of the 4P's), and...

Who Should Be Responsible for Acquiring New Leads?

For B2B companies that sell complex products or services, keeping the sales pipeline filled with qualified leads is vital to sustaining both revenue growth and profits. When it comes to acquiring new sales leads, B2B companies must address two distinct but related issues:How can...

How Small B2B Companies Do Content Marketing

The annual content marketing surveys conducted by the Content Marketing Institute and MarketingProfs are fantastic resources for anyone involved in content marketing. For the past couple of years, CMI and MarketingProfs have published reports that provide separate survey results based on the type of...

Increased Profits, Not Higher Revenues, Determine Marketing ROI

Measuring return on marketing investment (MROI) has been a major point of emphasis in many companies for the past several years. So by now, you would think that the process for calculating MROI is well understood. Unfortunately, I still see far too many examples...

Where Marketing and Sales Agree and Disagree

Virtually all B2B marketing thought leaders and practitioners agree that successful demand generation now requires a close alignment between marketing and sales. I've gone a step further and argued that B2B companies with complex and lengthy selling cycles should consider integrating marketing and sales...

Why B2B Marketers Should Care About “Couch Tracking”

In their new book, Absolute Value:  What Really Influences Customers in the Age of (Nearly) Perfect Information, Itamar Simonson and Emanuel Rosen contend that several long-standing and widely-accepted principles of marketing are becoming less relevant in today's competitive environment. For example:Brand names and brand...

What Marketers Can Learn From the Gartner Hype Cycle

Academic researchers and business analysts have been studying the adoption of new technology for at least the past fifty years. One of the most well-respected models of technology adoption is the diffusion of innovations theory that was developed by Everett Rogers in the early...

One Way to Make Feeding the Content Beast Easier

Other than lack of time, the biggest challenge now facing B2B content marketers is producing enough content, according to the latest content marketing survey by the Content Marketing Institute and MarketingProfs.The volume of content required for effective B2B marketing has increased dramatically over the...

The State of “Enterprise-Level” Content Marketing

LookBookHQ and Oracle Eloqua recently published the findings of their Eloqua Community State of Content Marketing Survey 2014. This was a survey of the Oracle Eloqua "community," which I believe means users of Oracle Eloqua's marketing automation software.The Oracle Eloqua software is an "enterprise-level"...

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