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.
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…
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…