David Dodd

B2B Marketers, Be Careful What You Ask For

For the past few years, B2B marketing thought leaders and practitioners have been advocating that marketing should play a larger role in the demand generation process. Proponents of this view argue that marketing should have the primary responsibility for acquiring new sales leads via...

Alice, the Red Queen, and Content Marketing

In Lewis Carroll's classic, Through the Looking Glass, the Red Queen takes Alice on a run in a forest. Alice and the Queen run very fast, but they never seem to leave the place where they started. When Alice wonders why, the Queen explains,...

How to Avoid Lead Genocide

Several days ago, I came across a great blog post by Jill Konrath. If you're not familiar with Jill's work, she is a well-respected sales consultant/trainer and the author of SNAP Selling and Selling to Big Companies. In her post, Jill describes an experience with...

An Inconvenient Truth About B2B Demand Generation

If you're a B2B marketer, describing the major attributes of your lead-to-revenue funnel and measuring the dynamics of your funnel are critical to understanding how well your demand generation system is performing. Funnel metrics will help provide the answers to three basic questions: Volume -...

Using ROI to Evaluate Marketing Technologies

(Recently, I had the opportunity to write a guest post for the ADAM Software blog. ADAM is a provider of marketing execution software that encompasses digital asset management, product content management, catalog automation, video content management, and more. This article is a slightly edited...

How to Boost the Performance of Channel Marketing

Every day, thousands of companies sell products and services through independent or quasi-independent channel partners such as franchisees, independent agents, or value-added resellers. Most companies that sell through channel partners operate in a distributed marketing environment. Distributed marketing refers to a marketing model in...

Can Your Marketing Content Meet the Burden of Proof?

The CMO Council recently published a white paper - Better Lead Yield in the Content Marketing Field - that contains both good news and bad news for B2B content marketers. The white paper is based on a survey of more than 400 B2B content...

Stop Thinking in Terms of Marketing Campaigns

For decades, marketers have thought in terms of campaigns when planning their marketing efforts. The campaign model provided a useful way to organize marketing activities and link those activities to specific marketing objectives. Today, however, effective B2B marketing requires new kinds of marketing tactics...

Why Marketers Need a Revenue Growth Theory

For the past several years, marketers have faced growing pressures to prove the value of their activities and programs. In a 2011 survey of CMO's by IBM, nearly two-thirds of respondents said that return on investment will be the primary measure of the marketing...

When Listening to Customers is a Bad Idea

Over the past three decades, dozens of books, magazine articles, and blog posts have been written about the importance of listening to customers. Becoming more customer focused is now a critical strategic objective for many companies, and listening to the "voice of the customer"...

Passing the Baton Without Missing a Step- Sales Enablement, Part 3

This is the third of three posts that are discussing the role that marketing plays in helping the sales team sell - what is usually called sales enablement. In the first post, I discussed what sales enablement is and why it is an important...

Create Content that Helps Sales Reps Sell – Sales Enablement, Part 2

Business buyers do not distinguish between marketing and sales activities. From the buyer's perspective, there is one problem-solving process that may result in a purchase. As they work through their decision-making process, what really matters to buyers is the relevance, quality, and credibility of...

Why Sales Enablement Matters More than Ever

In most B2B companies, your success as a marketer depends to a significant extent on your ability to help the sales team sell. By no means is this a new development. For decades, many (perhaps most) B2B companies have been "sales driven," and the...

Kill the Friction Gremlins to Accelerate Buying Decisions

In a recent survey by CSO Insights, almost three out of four respondents (73%) said that their average sales cycle for new customers requires four or more months to complete. B2B marketing and sales professionals know that reducing the length of the buying/sales cycle...

Why Sales Winners Win (And What It Means for Marketers)

Last month, the RAIN Group, a respected sales training and consulting firm, published a research report titled What Sales Winners Do Differently. The report is based on a study of more than 700 individual B2B purchases in industries with complex sales. RAIN asked the...

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