David Dodd

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 create engagement with the economic buyer - the individual who can actually make the decision to purchase your product or...

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 at the same time adapting their strategy to meet tomorrow's competitive challenges. As Jack Welch, the former Chairman and CEO...

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 papers, research reports, or case studies, or whether they should make such resources freely available. We usually say the issue...

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 reality, companies are using content marketing to support several objectives. The table below shows how B2B and B2C marketers ranked...

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. This kind of targeted content produces better marketing results because it enables you to increase what I call personal relevance...

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 qualifying sales leads. Without a common understanding of who constitutes a qualified lead, it's simply impossible to get marketing and...

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 in the buying process.Research from several sources has been used to support the conventional wisdom. For example, SiriusDecisions says that...

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 activities and link those activities to marketing objectives. Today, however, effective B2B marketing requires new kinds of marketing tactics and...

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 week, I thought it would be appropriate to revisit this important topic.) The 2014 Winter Olympic Games began last week in...

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. Unfortunately, it's clear that most companies don't respond nearly fast enough to inquiries from new leads.In 2007, InsideSales.com and Dr....

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 satisfaction with, B2B marketing automation software. For these posts, David gathered research from several sources, and I recommend that you...

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 technology buyers. All of the respondents in the 2014 survey were responsible for influencing or making technology buying decisions in...

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 content is largely ineffective and can actually be a turn-off for potential buyers. For example:In a survey conducted last year...

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 reps. Dan's statistic pertains to what he considers to be poorly-performing companies, not average firms. Nevertheless, this statistic seemed to...

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 means content that: Explains the ramifications of an important business issue of challenge Describes how an important business issue or challenge…

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 a clever (and poetic) post based on "'Twas the Night Before Christmas" or something similar. This post does, however, make...

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 lead qualification. This is understandable because the providers of B2B marketing automation software have been prolific at developing and publishing...

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 question is: What can we do to boost the effectiveness of our marketing efforts in 2014? This is the second...

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 now only a month away, I thought it would be a good time to revisit this topic with 2014 in...

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 account-based marketing about a decade ago. Although it started in the technology sector, ABM is now used by many kinds...

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