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.
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...
Why Your Content May Be More (or Less) Engaging Than You Think
Measuring the performance of content marketing has become a major issue for marketers over the past few years. As the popularity and use of...
The Most Compelling Reason to Use Account-Based Marketing
By now, just about everyone involved in B2B marketing is aware of the hype surrounding account-based marketing (ABM). Many thought leaders argue that ABM...
What Really Makes B2B Buyers Loyal to Their Suppliers?
There's no longer any doubt that providing great customer experiences has become essential for competitive success. In 2014, research by Gartner found that 89%...
Effective Sales Enablement Requires More Than Technology
As I wrote in an earlier post, sales enablement was one of the hottest topics among B2B marketing and sales professionals during 2015. The...
Are Your Lead Response Practices Costing You Sales?
One of the most important requirements for maximizing results from your lead generation efforts is responding to new lead inquiries in a timely and...
Why Marketing Can’t Always Produce “Goldilocks” Content
Does this scenario sound familiar? You're talking with a marketer for a B2B company, and she says, "We're creating great content - and lots...
B2B Buyers Prefer Cold, Hard Facts
Last fall, the Content Marketing Institute and MarketingProfs published the findings of their latest annual B2B content marketing survey. This eagerly-awaited research covers a...
Why Content Marketing Success Will Be Harder to Achieve in 2016
We're now well into the prediction season, and it's easy to find articles, blog posts, and webinars that include forecasts of what will happen...
B2B Marketing Developments That Took Center Stage in 2015
As 2015 draws to a close, it's interesting to think about what technologies, practices, or other developments in B2B marketing captured the most attention...
The Welcome Decline of “Marketing Myopia”
In 1960, Theodore Levitt wrote a landmark article for the Harvard Business Review titled "Marketing Myopia." Forty-four years later, HBR editors commented that Levitt's...
Why Your View of Data-Driven Marketing is Probably Too Narrow?
One of the most profound changes in the marketing landscape over the past few years has been the dramatic growth of data-driven marketing. While...
Why You Need to Ditch Marketing Campaigns in 2016
Marketers have long used campaigns as the basis for planning marketing efforts. And for decades, the campaign paradigm worked reasonably well. Today, however, rising...
Marketing Planning for 2016 – How to Get Started
In my last post, I made the point that marketing planning for a B2B company has become a complex undertaking. I also argued that,...
Why Marketing Planning is Hard (and How to Make It Easier)
With less than two months remaining in 2015, many marketers have already started planning their marketing efforts for 2016, and most others will begin...
Why Sales Reps Should Be Involved in Lead Nurturing
Last month, Howard Sewell, the President of Spear Marketing Group, published a blog post with the provocative title Please Don't Let Your Sales Reps...
What’s Old and New in Account-Based Marketing
If you're involved in B2B marketing, you're probably aware of the hype surrounding account-based marketing (ABM). Some industry thought leaders are touting ABM as...
More Evidence on the Need to Improve Content Marketing Efficiency
Earlier this fall, I published a post that focused on the need to make content marketing more efficient. The impetus for that post was...
What are the Core Disciplines of Modern Marketing?
It's no secret that the marketing landscape is more complex today than ever before. Heightened buyer expectations for greater relevancy, the proliferation of customer...