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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.

[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…

What the 95:5 Rule Means for B2B Marketing

In a 2021 paper published by The B2B Institute, Professor John Dawes, Associate Director at the Ehrenberg-Bass Institute for Marketing Science, described what has come…

[Deep Dive] Why Your Account-Based Strategies May Not Be Focused On the Right Customers

Source: Shutterstock Key Takeaways A growing number of companies are adopting account-based programs that treat customers differently based on their perceived value to the company.…

[Book Review] An Insightful (and Timely) Guide To Marketing Metrics

Source:  Kogan Page Most marketers will readily acknowledge that effectively using metrics, analytics, and data has become critically important to successful marketing. Companies can now…

[Research Round-Up] Two Surveys Explore the State of ABM

 (This month's Research Round-Up features two recent studies that examine the state of account-based marketing. One is the 2022 ABM Benchmark Survey by Momentum ITSMA…

What Is the 95:5 Rule? Does It Apply To Your Company?

In 2021, The B2B Institute, a think tank supported by LinkedIn, published a report featuring several papers authored by researchers with the Ehrenberg-Bass Institute for…

The Essential Behavioral Science Reading List for Marketers

Last month, I wrote an article here arguing that, to achieve success in 2023 and beyond, marketers will need to be adept at leveraging...

[Book Review] A Valuable Introduction To the Complex World of Marketing Technology

 "MarTech is marketing." Source:  Kogan Page That's the tagline adopted by Third Door Media a few years ago for its MarTech conferences and martech.org website. And…

[Research Round-Up] The State of Artificial Intelligence in Marketing

(The marketing world has been captivated by ChatGPT for the past several weeks. The generative AI-powered chatbot developed by OpenAI has been widely hailed by…

How Marketers Should Navigate Economic Uncertainty in 2023

Source:  Analytic Partners Analytic Partners, a provider of marketing optimization solutions, recently published an ebook that offers marketers five recommendations for addressing the economic uncertainty…

[Research Round-Up] The Continuing Importance of B2B Thought Leadership

Source:  Edelman and LinkedIn (This month's Research Round-Up focuses exclusively on the latest B2B thought leadership impact study by Edelman and LinkedIn. This research is…

[Book Review] A Must-Read Guide To Igniting Account-Based Growth

Source:  Kogan Page The rapid adoption of account-based marketing (ABM) ranks as one of the most significant developments in B2B marketing of the past two…

The Yin and Yang of High-Performance Marketing

Marketing success in 2023 and beyond will depend on marketers' ability to leverage the capabilities of technology and data science and to effectively apply the…

Looking Back, Looking Forward

The beginning of a new year is what behavioral scientists call a temporal landmark, a time that stands apart from other times and often prompts…

Why You Should Spend Part of Your Marketing Budget on Things That May Not Work

Marketers work relentlessly to optimize the performance of their campaigns and programs in order to maximize marketing ROI. But optimization isn't always the right objective.…

4 Questions You Should Ask Before You “Go All In” on Personalization

It's almost an article of faith among marketers that delivering personalized content and experiences to customers and potential buyers will improve business results. The value…

[Book Review] Ann Handley’s Not-To-Be-Missed Guide to Better Marketing Writing

Source:  John Wiley & Sons, Inc. Ann Handley's new book, Everybody Writes:  Your New and Improved Go-To Guide to Creating Ridiculously Good Content (John Wiley…

An Extra “Pinch” of Human Effort Will Boost Demand Gen Results

Powerful marketing technologies enable B2B marketers to automate many communications with customers and prospects. But a "pinch" of additional human effort applied at the right…

Why You Need More Than One Go-To-Market Strategy

The stereotypical view we have of B2B commerce is that it involves expensive and/or complex products or services, large buying groups and long buying...

[Research Round-Up] An Updated Look at B2B Content Marketing by CMI and MarketingProfs

Source:  Content Marketing Institute and MarketingProfs (This month's Research Round-Up reviews some of the major findings from the latest content marketing survey by the Content…

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