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.
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....
Building a Simple and Effective Lead Qualification Framework
The essential starting point for building a tighter alignment and a more productive relationship between marketing and sales is developing a joint framework for...
Why Both Marketing and Sales Must Focus on Early Engagement
Today's conventional wisdom is that business buyers are using online information to educate themselves and that they're delaying conversations with sales reps until later...
Why B2B Marketers Need a New Marketing Campaign Model
Marketers have long used campaigns as the basis for planning marketing efforts. For decades, the campaign paradigm provided a useful way to organize marketing...
Why B2B Marketing is Like Curling
(This post is an updated version of an article I originally published four years ago this month. Since the Winter Olympic Games opened last...
Is Your Lead Response Time Costing You Sales?
One of the most basic requirements for maximizing results from your lead generation efforts is responding to new lead inquiries in a timely fashion....
Why B2B Marketing Automation Software Isn’t the Whole Solution
David Raab, a widely-respected marketing automation industry analyst, recently published three blog posts (available here, here, and here) that discuss the usage of, and...
Traditional Content Formats Still Dominate Consumption and Influence
Eccolo Media recently published its 2014 B2B Technology Content Survey Report. The 2014 report describes the findings of Eccolo Media's sixth annual survey of...
You Still Need “Promotional” Content – As Long as It’s Done Right
Numerous research studies have demonstrated that B2B companies should feature marketing content that is educational and insightful. Research has also repeatedly shown that promotional...
Stop Making Lame Excuses for Marketing/Sales Misalignment
In a recent blog post, Dan McDade with PointClear wrote that in "chaotic" organizations, 70%-94% of leads generated by marketing are ignored by sales...
Why You Can’t Ignore the Personal Side of B2B Buying
The essence of content marketing is providing relevant and valuable content to a clearly defined and understood target audience. Relevant and valuable content usually...
What the Pleasure Paradox Can Teach Us About Great Marketing
(With Christmas Day only a week away, I wanted to write a post with a holiday theme. Unfortunately, I lack the creativity to write...
Why B2B Branding Still Matters
Most of the content that's been published recently about B2B marketing has focused on demand generation topics such as lead generation, lead nurturing, and...
Two Keys to More Effective Marketing in 2014 – How Marketing Content Must Change
With 2014 now less than a month away, most B2B marketers are well into their planning for next year. For most marketers, the ultimate...
Two Keys to More Effective Marketing in 2014 – Part 1
Two years ago this month, I published a post here titled Five Ways to Improve Your Marketing in 2012. With the end of 2013...
Is Account-Based Marketing Right for Your Business?
One of the hot topics in B2B marketing circles today is account-based marketing (ABM).ITSMA (the Information Technology Services Marketing Association) led the development of...
How to Know if Your Marketing Strategy is Working
The foundation of all effective marketing efforts is a sound marketing strategy. Most marketing leaders feel fairly comfortable formulating strategy, but many find it...
How a Balanced Scorecard Measures Current and Future Marketing Performance
In my last post, I argued that marketers should use a Balanced Scorecard to measure and manage marketing performance. The Balanced Scorecard was introduced...
Why Marketing Needs a Balanced Scorecard
Earlier this year, ITSMA, VisionEdge Marketing, and Forrester Research surveyed marketing leaders about how they demonstrate marketing's value to the business. The survey revealed...
How to Build a Better Profile of Your Ideal Customer
Most readers of this blog are probably familiar with ideal customer profiles. An ideal customer profile is a description of the kinds of companies...