David Dodd
David Dodd
David Dodd is a B2B business and marketing strategist, author, and marketing content developer. He works with companies to develop and implement marketing strategies and programs that use compelling content to convert prospects into buyers.
How to Persuade Prospects to Leave the Status Quo
Most B2B marketing and sales professionals recognize that their more formidable competitor is usually the status quo. The grip of the status quo can result…
New Research Highlights Digital Trends for 2018
Econsultancy recently released its 2018 Digital Trends report (published in association with Adobe). This report is based on a global survey of nearly 13,000 marketing,…
Use the 70-20-10 Formula for Better B2B Marketing
The most important and difficult decisions that marketing leaders must make inevitably involve the allocation of marketing resources (money, people, time, etc.).Regardless of company size,…
Does Your Content Create the Right Kind of Halo?
If you've ever sold a house, you've probably heard about curb appeal. Curb appeal is the visual attractiveness of a house as seen from the…
Why Social Sharing is a Poor Measure of B2B Content Performance
About a year ago, I published a post arguing that B2B marketers need to set realistic expectations for their content marketing efforts. This turned out…
New Research Tracks Progress on B2B Customer Experience
In 2013, Walker Information published the results of a study regarding the emerging importance of customer experience for B2B companies. Customers 2020: The Future of…
How Marketers Can Nurture Buyer Trust, and Why That Matters
B2B buyers are conditioned to view vendor-provided information with a healthy dose of skepticism, and this makes lack of trust an elephant-in-the-room issue for B2B…
Why Proving the Impact of Marketing is Difficult
For several years, marketing leaders have faced growing demands from the C-suite to prove the value of their activities and programs. Marketing accountability has...
Two Ways to Boost the Impact of Personalization in 2018
Delivering outstanding customer experiences has become a primary strategic objective for both B2B and B2C marketers. In the 2017 Digital Trends report by Econsultancy...
Research Says B2B Buyers Want Strategic Partners
For decades, the basic approach to B2B marketing and sales has been to identify a prospect's "pain points," and then demonstrate how your...
Why Sales Content Management Needs More Work
There's no longer any doubt that content has become the currency of marketing and sales for virtually all kinds of B2B companies. According to...
Debunking a Myth About Millennial B2B Buyers
In 2015, Millennials became the largest generational cohort in the US population and the largest generation in the US labor force. Research studies by...
What Sales Needs from Marketing
The business case for marketing-sales alignment has never been more compelling. According to the Aberdeen Group, companies with strong alignment grow revenue at a...
Look First to Existing Customers When Selecting ABM Accounts
Account-based marketing is often described as an effective way to acquire new customers. And that description is accurate. But ABM is also a powerful...
New Research Shows the Evolution of B2B Content Marketing
Last week, the Content Marketing Institute and MarketingProfs published the first report relating to their latest annual content marketing survey. B2B Content Marketing: 2018...
Research Says “Bullies” Dictate Most Buying Decisions
The conventional wisdom is that B2B buying decisions are made by buying groups that must reach a consensus. New research says the conventional wisdom...
Surveys Show the Growing Commitment to Sales Enablement
SiriusDecisions recently published the results of its 2017 Sales Enablement Study. The 2017 research was based on a survey of 250 B2B sales enablement...
How to Make Your Content More Credible, and Why That Matters
Credibility is the single most important attribute of great marketing content. Effective content must also be relevant and valuable, but if potential buyers don't...
Beware! Thought Leadership is a Double-Edged Sword
There's no safe middle ground with it comes to thought leadership. It's a classic double-edged sword. Great thought leadership makes a positive impact on...
Why You Need to Be Careful With One Feature of the New Demand Waterfall
The new SiriusDecisions Demand Unit Waterfall has received lots of accolades since its introduction this spring, and the accolades are richly deserved. But one...