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.
2021 Looks To Be a Rebound Year for Marketing and Advertising
The COVID-19 pandemic upended marketing and advertising at many companies last year. Confronted by a historically high level of business and economic uncertainty, many marketers…
McKinsey Touts the Value of Industrial Brands
Earlier this year, McKinsey & Company published an article - "The rising value of industrial brands" - that provides important evidence regarding the value of…
Research Explores the Value of B2B Thought Leadership
Image Source: Grist Grist, a B2B thought leadership and content marketing agency based in London, recently published the results of its Value of Thought Leadership…
B2B Highlights From “The CMO Survey”
The findings of the February 2021 edition of The CMO Survey were published last month. The CMO Survey is led by Dr. Christine Moorman and…
Why Marketers Should Be Preparing for Robust Economic Growth
Back in January, I wrote that B2B marketers should use a quarterly approach to planning in 2021 so that they are able to adapt to…
Emphasize Safe Innovation When Marketing to Millennial B2B Buyers
Numerous research studies have shown that millennials are now playing pivotal roles in B2B purchase decisions. Many marketing industry pundits contend that millennial buyers have…
Marketing to Millennial B2B Buyers – Leverage the Yearning to Learn
Millennials are now major players in B2B buying, according to research recently published by The B2B Institute and GWI. Work in BETA: The Rising B2B…
Marketing to Millennial B2B Buyers – The Rise of Micro-Moments
In my last post, I reviewed the findings of a recent research report that examined the attitudes and behaviors of millennial B2B buyers. Work in…
A 2020 Snapshot of the Attitudes and Behaviors of Millennial B2B Buyers
The B2B Institute and GWI recently published a research report that provides a wealth of important insights regarding the attitudes, behaviors, and working lifestyles of…
Beware of WYSIATI on the Road to Data-Driven Marketing
Fueled by the explosive growth of online communications and commerce, marketers now have access to an immense amount of data regarding customers and prospects. Many…
Senior Marketers Say Analytics Isn’t Meeting Expectations
Using data to inform marketing decisions is widely seen as critical for marketing success. But recent research has found that most senior marketing leaders are…
Ending the Cold War Between Brand and Demand
In 2018, Samuel Scott wrote a column for The Drum in which he contended that the marketing industry has split into two distinct camps that…
How to Plan for Successful “COVID-Exit” Marketing
The COVID-19 pandemic turned the business and marketing world upside down in 2020. To constrain the spread of the coronavirus, governments instituted, relaxed, and then…
2021: A Better (but Still Challenging) Year for Marketers
A long-standing New Year's eve tradition in my family is to go around the room and have everyone relate one thing he or she was…
The Quest for Unified Marketing Measurement
Multiple research studies have shown that measuring marketing performance remains both a top priority and a major challenge for most marketers. For example, in Demand…
Measuring the Long-Term Impact of Marketing
The conventional wisdom in the marketing community is that measuring the performance of marketing is now both necessary and achievable. And the conventional wisdom is…
Google Highlights “Three Grand Challenges” in Marketing Performance Measurement
Measuring the performance and financial impact of marketing has been (and remains) a major challenge for marketing leaders. In the 2020 Marketing Measurement and Attribution…
What B2B Buyers Rely On to Make Purchase Decisions
Earlier this month, TrustRadius published the findings of its fifth annual B2B buying disconnect research. The 2021 B2B Buying Disconnect report is based on two…
New Research Unveils the Attributes of B2B Technology Buying and Selling
Image Source: TrustRadius This month, TrustRadius published the findings of its fifth annual B2B buying disconnect study. The 2021 B2B Buying Disconnect report provides a…
More Evidence on How B2B Marketers Have Responded to COVID-19
Image Source: Allocadia Over the past six months, I've devoted several posts to reviewing research studies that have examined the impact of COVID-19 on B2B…