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.
Inbound Marketing After 9 Years – From Exaggerated Expectations to Core Marketing Strategy
Inbound marketing will be ten years old in 2015. The term inbound marketing was coined in 2005 by Brian Halligan, the co-founder and CEO...
What Milkshakes Can Teach Us About Marketing
The first step to designing an effective marketing strategy and creating compelling marketing content is to understand what your potential buyers are trying to...
For Better Marketing Decisions, Think Incrementally
Measuring marketing return on investment (MROI) has become increasingly popular, as marketers face growing pressures to demonstrate the value of their activities and programs....
Great Marketing Content Always Requires Trade-Offs
In a landmark article for the Harvard Business Review, Michael E. Porter wrote that the essence of business strategy is choosing to perform business...
Marketing Budget Shifts From Traditional to Digital Are Slowing
For most of the past decade, numerous research studies have documented two clear marketing trends:First, spending on digital marketing methods, channels, and tactics has...
When Will Price Changes Be Profitable?
Price is one of the traditional 4P's of the marketing mix, and pricing is or should be a core component of every company's business...
Who Should Be Responsible for Acquiring New Leads?
For B2B companies that sell complex products or services, keeping the sales pipeline filled with qualified leads is vital to sustaining both revenue growth...
How Small B2B Companies Do Content Marketing
The annual content marketing surveys conducted by the Content Marketing Institute and MarketingProfs are fantastic resources for anyone involved in content marketing. For the...
Increased Profits, Not Higher Revenues, Determine Marketing ROI
Measuring return on marketing investment (MROI) has been a major point of emphasis in many companies for the past several years. So by now,...
Where Marketing and Sales Agree and Disagree
Virtually all B2B marketing thought leaders and practitioners agree that successful demand generation now requires a close alignment between marketing and sales. I've gone...
Why B2B Marketers Should Care About “Couch Tracking”
In their new book, Absolute Value: What Really Influences Customers in the Age of (Nearly) Perfect Information, Itamar Simonson and Emanuel Rosen contend that...
What Marketers Can Learn From the Gartner Hype Cycle
Academic researchers and business analysts have been studying the adoption of new technology for at least the past fifty years. One of the most...
One Way to Make Feeding the Content Beast Easier
Other than lack of time, the biggest challenge now facing B2B content marketers is producing enough content, according to the latest content marketing survey...
The State of “Enterprise-Level” Content Marketing
LookBookHQ and Oracle Eloqua recently published the findings of their Eloqua Community State of Content Marketing Survey 2014. This was a survey of the...
The Vital Importance of “Unrealistic” Thinking
In 1960, Theodore Levitt wrote a landmark article for the Harvard Business Review titled, "Marketing Myopia." When it was republished in 2004, HBR editors...
Why the Direct Approach in Lead Generation Isn’t Always Best
The conventional wisdom among B2B marketing and sales professionals is that the fastest and surest route to a closed sale is to identify and...
Why You Need Both Short-Term and Long-Term Marketing
All business leaders face two fundamental demands. They must execute their current business activities well enough to win success in today's competitive marketplace, while...
To Gate or Not to Gate – The Marketplace Will Decide
One of the long-running debates among B2B marketing experts and practitioners is whether companies should require registration for access to content resources like white...
Why Your Content Marketing Plan Must Focus on More Than Lead Generation
Most of the attention given to content marketing in the B2B space has focused on its role in lead generation and lead nurturing. In...
Match Your Content to the Type of Demand You Need to Create
I've written frequently here about why it's important to develop marketing content resources for specific buyer personas and specific stages of the buying process....