David Dodd

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...

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 difficult to measure how well their marketing strategy is actually working. The solution for this perennial challenge is a marketing...

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 by Robert Kaplan and David Norton in the early 1990's, and it's become one of the most popular and effective...

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 that marketers are producing more performance data than ever, but that most of the data doesn't resonate with senior company...

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 that would make the best customers for your business. The goal of creating and using an ICP is to focus...

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 content produced by companies is "flat out awful." He wrote, "In many cases, the content is self-serving, not useful and,...

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 - North America) More than producing engaging content. More than lack of budget. The volume of content that's required to fuel...

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