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.
Does Personalization Undermine Consensus Buying?
In an earlier post, I discussed some of the findings of a recent research study by Demand Metric that focused on the state of...
Sales Enablement Best Practices and Challenges
Sales enablement has been one of the hottest topics in B2B marketing and sales for the past few years. Last year, CSO Insights launched...
Why You Need to Understand More Than the “Buying Process”
Understanding how potential customers make buying decisions is critical for successful B2B demand generation. But research shows that this is a big challenge for...
Activity Metrics Still Matter in Measuring Marketing Performance
Faced with growing demands by senior business leaders to demonstrate the value that marketing brings to the business, marketers have made measuring marketing performance...
The Myth of the DIY Business Buyer
For several years, one of the major themes in B2B marketing and sales has been the emergence of empowered and independent buyers. Numerous research...
Is Account-Based Marketing Really Scalable?
Providers of account-based marketing (ABM) technologies have been touting the ability of their solutions to enable companies to scale their ABM programs. It's easy...
Content Personalization Comes of Age
For the past several years, experts have been urging B2B marketers to use marketing content that is tailored or personalized for specific audiences. Most...
Why Account-Based Marketing Changes How We Define Marketing Success
The adoption of account-based marketing (ABM) involves fundamental changes in marketing objectives, priorities, and practices. Therefore, ABM requires a different approach to defining marketing...
What Separates Top-Performing Marketers from the Field?
The most basic of all business questions is: What drives high performance? For years, the effort to find the "secret sauce" for achieving high...
How Millennial Buyers are Changing B2B Marketing
In 2015, the US Census Bureau estimated that millennials outnumbered baby boomers and have become the largest generational cohort in the US population. As...
When You Need to Look Beyond Look-Alike Modeling to Select ABM Target Accounts
Account-based marketing (ABM) is rapidly becoming the preferred approach to marketing for many B2B companies, and choosing which accounts to target is widely recognized...
What Makes a Prospect Attractive for Account-Based Marketing
The basic premise of account-based marketing (ABM) is that a company should focus its marketing and sales efforts on prospects that have a strong...
How to Pick the Right Accounts for Your ABM Program
Account-based marketing (ABM) is fast becoming the preferred approach to marketing for many B2B companies. Last summer, in a survey of B2B business and...
Yes, You Still Need Product Content
Understanding what types of content will resonate with potential buyers is a core part of every content marketer's job, but a recent study by...
Two Key Promises of Predictive Marketing
As a B2B marketer, imagine how much more effective your marketing efforts would be if you had the following insights:What if you could identify...
Companies Have More Work To Do To Deliver Great Customer Experiences
It's now abundantly clear that delivering outstanding experiences to existing and potential customers is critical for B2B competitive success. There's a growing recognition among...
How Do Your Buyers Prefer to Receive Business Communications?
Last month, MarketingSherpa republished a chart that showed how people of various ages prefer to receive business communications. The chart was based on a...
How Changing Buyer Expectations are Expanding the Mission of B2B Marketing
In November of last year, a group of analysts with Forrester Research published a set of predictions about how B2B marketing will evolve in...
Can Marketing and Sales Provoke Prospects to Change?
Astute B2B marketing and sales professionals have long recognized that their toughest competitor isn't usually a company that provides an alternative product or service,...
The Customer Retention Disconnect in B2B
Astute business leaders have long recognized the importance and value of building and sustaining strong, positive relationships with existing customers. Customer loyalty programs of...