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 Millennial B2B Buyers Make Purchase Decisions
For the past several years, the practice of B2B marketing has been changing in fundamental and profound ways. Digital technologies have transformed how business...
SAP Research Provides Insights on B2B Buyers
SAP recently commissioned a research study to gain insight regarding how the relationships between vendors and their customers and prospective customers are changing and...
Why Traditional Marketing Hasn’t Died
After reading a newspaper account of his illness or death, Mark Twain famously wrote, "The report of my death was an exaggeration." We can...
Will Technology Soon Turn Sales Reps Into Marketers?
A recent post by David Raab at his Customer Experience Matrix blog provoked an interesting discussion about the respective roles of marketing and sales...
How to Use Framing to Make Marketing Content More Persuasive
Imagine that your community is preparing for the outbreak of a serious new disease that is expected to kill 600 people if no action...
Why “Content Marketing” is the Wrong Thing to Measure
Despite the widespread popularity of content marketing, research shows that most marketers aren't confident in their ability to measure its effectiveness. For example, in...
How to Develop Content “Astronomically”
Research shows that producing enough content remains one of the greatest challenges facing B2B marketers. (B2B Content Marketing: 2015 Benchmarks, Budgets, and Trends -...
Why “Easy” Content is More Persuasive
Creating persuasive content is a perennial challenge for B2B marketers. Producing engaging content has been one of the top three challenges identified by respondents...
A Sobering View on Content Marketing Effectiveness
The number of digital marketing channels has grown at an exponential rate, and digital platforms have made it easy for marketers to broadly distribute...
Why You Need Marketing Content for Two Ways of Thinking
This is the second of several posts about the role of behavioral economics in marketing, particularly in content marketing. In my first post, I...
Where B2B and B2C Marketers Agree and Disagree
Salesforce.com recently published the results of its 2015 State of Marketing survey. The 2015 survey was conducted online in October and November of 2014...
Why Human Psychology Remains Critical to Successful Marketing
Three themes have dominated much of the conversation about marketing over the past few years - technology, data, and content. The explosive proliferation of...
Why You Need Marketing Content That Builds Certainty
Some time ago, I published a post that explained why you need marketing content that specifically addresses the fear, uncertainty, and doubt that potential...
For Effective Marketing, You Need Both the 4A’s and the 4P’s
One of the most well-known concepts in marketing is the marketing mix, also known as the 4P's of marketing. The 4P's model of the...
In Content Marketing, Substance Matters More Than Format
Eccolo Media recently released some of the results from its latest annual B2B Technology Content Survey. The 2015 survey was fielded in October of...
Are the 4P’s Still Relevant for Today’s Marketers
One of the most enduring concepts in marketing is the idea of the marketing mix. The concept became popular in the 1960's after Neil...
A Cornucopia of B2B Marketing Predictions for 2015
So far this month, my posts have focused on what will happen in B2B marketing during 2015. In my first January post, I discussed...
2015 Marketing Budget Trends by Channel
This month, I'm featuring posts that describe a few of the many published predictions about what will happen in marketing during the coming year....
What High-Performing Marketers are Planning for 2015
We're now well into the prediction season, and it's easy to find articles, blog posts, and webinars that focus on what will happen in...
Why Print Marketing is Still Vital for Some Companies
The growth of digital marketing over the past few years has been nothing short of spectacular. According to Forrester's latest digital marketing forecast, digital...