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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
What Milkshakes Can Teach Us About Marketing

What Milkshakes Can Teach Us About Marketing

Marketing

The first step to designing an effective marketing strategy and creating compelling marketing content is to understand what your potential buyers are trying to accomplish when they purchase products or... read more

For Better Marketing Decisions, Think Incrementally

For Better Marketing Decisions, Think Incrementally

Marketing

Measuring marketing return on investment (MROI) has become increasingly popular, as marketers face growing pressures to demonstrate the value of their activities and programs. Marketers are calculating and using MROI... read more

Great Marketing Content Always Requires Trade-Offs

Great Marketing Content Always Requires Trade-Offs

Content Marketing

In a landmark article for the Harvard Business Review, Michael E. Porter wrote that the essence of business strategy is choosing to perform business activities differently – or to perform... read more

When Will Price Changes Be Profitable?

When Will Price Changes Be Profitable?

Marketing

Price is one of the traditional 4P’s of the marketing mix, and pricing is or should be a core component of every company’s business and marketing strategy. Unfortunately, many marketers... read more

Who Should Be Responsible for Acquiring New Leads?

Who Should Be Responsible for Acquiring New Leads?

B2B Marketing

For B2B companies that sell complex products or services, keeping the sales pipeline filled with qualified leads is vital to sustaining both revenue growth and profits. When it comes to... read more


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How Small B2B Companies Do Content Marketing

How Small B2B Companies Do Content Marketing

B2B Marketing

The annual content marketing surveys conducted by the Content Marketing Institute and MarketingProfs are fantastic resources for anyone involved in content marketing. For the past couple of years, CMI and... read more

Increased Profits, Not Higher Revenues, Determine Marketing ROI

Increased Profits, Not Higher Revenues, Determine Marketing ROI

Marketing

Measuring return on marketing investment (MROI) has been a major point of emphasis in many companies for the past several years. So by now, you would think that the process... read more

Where Marketing and Sales Agree and Disagree

Where Marketing and Sales Agree and Disagree

B2B Marketing

Virtually all B2B marketing thought leaders and practitioners agree that successful demand generation now requires a close alignment between marketing and sales. I’ve gone a step further and argued that... read more

Why B2B Marketers Should Care About "Couch Tracking"

Why B2B Marketers Should Care About “Couch Tracking”

B2B Marketing

In their new book, Absolute Value:  What Really Influences Customers in the Age of (Nearly) Perfect Information, Itamar Simonson and Emanuel Rosen contend that several long-standing and widely-accepted principles of... read more

What Marketers Can Learn From The Gartner Hype Cycle

What Marketers Can Learn From The Gartner Hype Cycle

Marketing

1

B2B Academic researchers and business analysts have been studying the adoption of new technology for at least the past fifty years. One of the most well-respected models of technology adoption... read more

One Way to Make Feeding the Content Beast Easier

One Way to Make Feeding the Content Beast Easier

Content Marketing

Other than lack of time, the biggest challenge now facing B2B content marketers is producing enough content, according to the latest content marketing survey by the Content Marketing Institute and... read more

The State of "Enterprise-Level" Content Marketing

The State of “Enterprise-Level” Content Marketing

Content Marketing

LookBookHQ and Oracle Eloqua recently published the findings of their Eloqua Community State of Content Marketing Survey 2014. This was a survey of the Oracle Eloqua “community,” which I believe... read more

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