David Dodd

Research Says “Bullies” Dictate Most Buying Decisions

The conventional wisdom is that B2B buying decisions are made by buying groups that must reach a consensus. New research says the conventional wisdom...

Surveys Show the Growing Commitment to Sales Enablement

SiriusDecisions recently published the results of its 2017 Sales Enablement Study. The 2017 research was based on a survey of 250 B2B sales enablement...

How to Make Your Content More Credible, and Why That Matters

Credibility is the single most important attribute of great marketing content. Effective content must also be relevant and valuable, but if potential buyers don't...

Beware! Thought Leadership is a Double-Edged Sword

There's no safe middle ground with it comes to thought leadership. It's a classic double-edged sword. Great thought leadership makes a positive impact on...

Why You Need to Be Careful With One Feature of the New Demand Waterfall

The new SiriusDecisions Demand Unit Waterfall has received lots of accolades since its introduction this spring, and the accolades are richly deserved. But one...

Say What? Producers of Thought Leadership Undervalue Its Impact

Business buyers broadly agree that thought leadership content has a significant impact on their purchase decisions at every stage of the buying process. But...

B2B Customer Experience Still Requires a Human Touch

Customer experience is the new competitive battleground in B2B, and many companies are making big investments to deliver great experiences via digital channels. But,...

Why B2B Buying Cycles are Getting Longer

New research reveals what influences B2B buying decisions and explains why the B2B buying process is getting longer.Earlier this month, Demand Gen Report published...

Cracking the Code on Revenue Growth

Marketing leaders are increasingly on the hook for growth, and to meet this demand, they must understand how growth happens and where it originates....

Why Your Content Marketing Needs an Easy Button

Two recent surveys by Demand Gen Report highlight the importance of making it easy for potential buyers to find and access marketing content. Most...

How to Reinforce the Status Quo

In an earlier post, I explained why companies need different marketing content for customer acquisition vs. customer retention. Put simply, when the objective is...

Why It’s Hard to “Manage” the Customer Experience

Senior business leaders now recognize that providing outstanding customer experiences is a powerful driver of revenue growth and a critical component of competitive advantage.In...

More Evidence Regarding Small Business Marketing Practices

A few weeks ago, I published a post that discussed some of the major findings of a survey conducted by Target Marketing magazine regarding...

Marketing Best Practices Need Warning Labels

Business leaders of all kinds regard the identification and implementation of best practices as one of the most powerful management tools at their disposal....

Why Marketing Leaders Must Connect the Dots

In a recent article for dmnews.com, Mike Colombo, the CMO of Cloudwords, argued that many CMOs aren't ready for a seat at the C-suite...

The Magic of “Job-Focused” Content

When Theodore Levitt taught marketing at the Harvard Business School, he frequently reminded his students that "People don't want to buy a quarter-inch drill....

What the Subscription Economy Means for B2B Marketers

One of the most profound business developments of the past few years has been the proliferation of companies using subscription-based business models. Of course,...

B2B Buyers Are Still Skeptical About Vendor Content

A recent research report by TrustRadius paints a rather sobering picture of the effectiveness of B2B content marketing. The B2B Buying Disconnect is based...

The Attributes of Winning Thought Leadership Content

Two recent studies provide several important insights regarding the role and importance of thought leadership content in the marketing mix. Thought leadership content is...

Have We Really Improved Marketing Productivity?

The recent pace of change in B2B marketing has been nothing short of breathtaking. Over the past 10-15 years, new marketing technologies, channels, and...

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