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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.

[Book Review] An Insightful Guide to Customer Experience Innovation

Source:  BenBella Books, Inc.Innovation has long been an important element of business success. For years, astute business leaders have looked for ways to improve the…

[Research Round-Up] LinkedIn/Ipsos Survey Examines the State of B2B Marketing

Source:  LinkedIn and Ipsos(This month's Research Round-Up discusses some of the significant findings from a recent global survey of B2B business and marketing leaders conducted…

How to Take the “Vanity” Out of Marketing Metrics

Marketers are often told to avoid using "vanity metrics" to measure marketing performance. Vanity metrics have been described in several ways, but the term is…

Not Everything In Marketing Can Be Measured

In a recent article for martech.org, Christopher Penn wrote, "Everything in marketing is measurable, from top to bottom, from brand to customer satisfaction to purchase…

How to Judge the Strength of Your Value Propositions

Compelling value propositions are essential for successful marketing. The best way to determine the effectiveness of a proposed value proposition is to test it with…

[Book Review] Why You Shouldn’t Always Try To Reinvent the Wheel

Source:  Amazon In his new book, Evolutionary Ideas:  Unlocking ancient innovations to solve tomorrow's challenges (Harriman House Ltd., 2022), Sam Tatam argues that marketers and…

[Research Round-Up] Insights on B2B Marketers, B2B Buyers, and Marketing “Superpowers”

(This month's Research Round-Up features three studies that look at the state of B2B marketing budgets and marketer attitudes, the state of online B2B buying,…

What B2B Marketers Can Learn From Missing Bullet Holes

Image Source:  Wikipedia Data has become the lifeblood of modern marketing. It now touches almost every aspect of the marketing function. But using the wrong…

[Deep Dive] Should Marketers Rely on Intuition?

Source:  Shutterstock Key Takeaways Intuition is a cognitive process that draws on our past experiences and subconscious memories to produce a quick conclusion without conscious…

How To Make Your Survey Reports More Credible To Buyers

Many B2B companies use surveys and survey reports to fuel their thought leadership marketing programs. Here's a proven way to make your survey-based content more…

[Book Review] An Important New Model of the B2B Buyer Journey

Source:  Kogan Page Limited Understanding how business people actually make buying decisions on behalf of their company is vital to B2B marketing success. Without such…

[Research Round-Up] Three Recent Takes on Purpose Marketing, Brand Purpose, and ESG

(This month's Research Round-Up discusses three recent studies that focus on the effectiveness of purpose marketing, the importance potential buyers really place on brand purpose,…

Can Marketing Content Trigger a B2B Buying Process?

Most B2B marketers recognize that their toughest competitor isn't usually a company offering an alternative product or service, but rather what their potential buyers are…

Why Generative AI Can’t Create Real Thought Leadership Content . . . At Least Not Yet

Last November's release of ChatGPT set off a remarkable frenzy of activity in the AI space. Over the past several weeks, a host of technology companies,…

[Book Review] Why Human Intuition and Judgment Still Matter In Decision-Making

Source:  John Wiley & Sons, Inc. Marketers make many business-related decisions every working day. Some are routine and not all that consequential. Others, however, are…

[Research Round-Up] NetLine’s Latest Research On B2B Content Comsumption

(This month's Research Round-Up discusses the latest B2B content consumption report from NetLine Corporation. NetLine publishes this report annually, and it consistently provides a wealth…

Remember Amara’s Law When Thinking About Generative AI

The outpouring of enthusiasm for ChatGPT, and the flurry of recent AI-related product announcements from tech companies indicate that generative artificial intelligence will soon play…

Increase “Mental Availability” To Boost B2B Marketing Performance

Earlier this month, I published an article discussing the importance of the 95:5 rule for B2B marketing. This rule states that up to 95% of…

[Book Review] An Essential Guide to Artificial Intelligence for Marketers

Source:  Trust Insights The marketing world has been going gaga over ChatGPT for the past four months.  The generative AI application from OpenAI was released to…

[Research Round-Up] B2B Highlights From “The CMO Survey” – March 2023

Source:  "The CMO Survey" (Christine Moorman, 2023) (This month's Research Round-Up is devoted entirely to the March 2023 edition of "The CMO Survey." This research…

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