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Profile: 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.

Read more of David's thinking at his B2B Marketing Directions blog, and connect with him on Twitter and LinkedIn.

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Articles by David Dodd
The Vital Importance of "Unrealistic" Thinking

The Vital Importance of “Unrealistic” Thinking

Marketing

In 1960, Theodore Levitt wrote a landmark article for the Harvard Business Review titled, “Marketing Myopia.” When it was republished in 2004, HBR editors said the article, “introduced the most... read more

Why You Need Both Short-Term and Long-Term Marketing

Why You Need Both Short-Term and Long-Term Marketing

B2B Marketing

All business leaders face two fundamental demands. They must execute their current business activities well enough to win success in today’s competitive marketplace, while at the same time adapting their... read more

To Gate or Not to Gate - The Marketplace Will Decide

To Gate or Not to Gate – The Marketplace Will Decide

Content Marketing

1

One of the long-running debates among B2B marketing experts and practitioners is whether companies should require registration for access to content resources like white papers, research reports, or case studies,... read more

Why Your Content Marketing Plan Must Focus On More Than Lead Generation

Why Your Content Marketing Plan Must Focus On More Than Lead Generation

Content Marketing

Most of the attention given to content marketing in the B2B space has focused on its role in lead generation and lead nurturing. In reality, companies are using content marketing... read more

Match Your Content to the Type of Demand You Need to Create

Match Your Content to the Type of Demand You Need to Create

B2B Marketing

I’ve written frequently about why it’s important to develop marketing content resources for specific buyer personas and specific stages of the buying process. This kind of targeted content produces better... read more


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Building a Simple and Effective Lead Qualification Framework

Building a Simple and Effective Lead Qualification Framework

B2B Marketing

The essential starting point for building a tighter alignment and a more productive relationship between marketing and sales is developing a joint framework for qualifying sales leads. Without a common... read more

Why Both Marketing and Sales Must Focus on Early Engagement

Why Both Marketing and Sales Must Focus on Early Engagement

B2B Marketing

Today’s conventional wisdom is that business buyers are using online information to educate themselves and that they’re delaying conversations with sales reps until later in the buying process. Research from... read more

Why B2B Marketers Need a New Marketing Campaign Model

Why B2B Marketers Need a New Marketing Campaign Model

B2B Marketing

Marketers have long used campaigns as the basis for planning marketing efforts. For decades, the campaign paradigm provided a useful way to organize marketing activities and link those activities to... read more

Why B2B Marketing Is Like Curling

Why B2B Marketing Is Like Curling

B2B Marketing

The 2014 Winter Olympic Games began last week in Sochi, Russia, and I’ve already watched some of the curling competition. I’m not really sure why I watch curling, because it’s... read more

Is Your Lead Response Time Costing You Sales?

Is Your Lead Response Time Costing You Sales?

B2B Marketing

One of the most basic requirements for maximizing results from your lead generation efforts is responding to new lead inquiries in a timely fashion. Unfortunately, it’s clear that most companies... read more

Why B2B Marketing Automation Software Isn't the Whole Solution

Why B2B Marketing Automation Software Isn’t the Whole Solution

B2B Marketing

2

David Raab, a widely-respected marketing automation industry analyst, recently published three blog posts (available here, here, and here) that discuss the usage of, and satisfaction with, B2B marketing automation software.... read more

Traditional Content Formats Still Dominate Consumption and Influence

Traditional Content Formats Still Dominate Consumption and Influence

Content Marketing

Eccolo Media recently published its 2014 B2B Technology Content Survey Report. The 2014 report describes the findings of its sixth annual survey of technology buyers. All of the respondents in... read more

You Still Need "Promotional" Content - As Long as It's Done Right

You Still Need “Promotional” Content – As Long as It’s Done Right

B2B Marketing

Numerous research studies have demonstrated that B2B companies should feature marketing content that is educational and insightful. Research has also repeatedly shown that promotional content is largely ineffective and can... read more

Stop Making Lame Excuses for Marketing/Sales Misalignment

Stop Making Lame Excuses for Marketing/Sales Misalignment

B2B Marketing

In a recent blog post, Dan McDade with PointClear wrote that in “chaotic” organizations, 70%-94% of leads generated by marketing are ignored by sales reps. Dan’s statistic pertains to what... read more

Why You Can't Ignore the Personal Side of B2B Buying

Why You Can’t Ignore the Personal Side of B2B Buying

B2B Marketing

1

The essence of content marketing is providing relevant and valuable content to a clearly defined and understood target audience. Relevant and valuable content usually means content that: Explains the ramifications... read more