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G. David Dodd
B2B Business and Marketing Strategist, Marketing Content Developer, and Author
B2B Business and Marketing Strategist, Marketing Content Developer, and Author

G. David's posts

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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. And why shouldn't they? It seems immanently reasonable to identify the practices of high-performing ...

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Getting Started With Customer Journey Maps
Delivering great experiences to existing and potential customers is rapidly becoming a vital source of competitive advantage for many B2B companies. Recent research indicates that most B2B companies expect to be competing primarily on the basis of customer ...

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Why Marketing Leaders Must Connect the Dots
In a recent article for , Mike Colombo, the CMO of Cloudwords, argued that many CMOs aren't ready for a seat at the C-suite table. According to Mr. Colombo, many CMOs aren't winning a seat at the "grown-up" table because they're still relying on ...

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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. They want a quarter-inch hole." The point Professor Levitt was making is that people don't usually...

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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, subscription-based businesses aren't new. We've been subscribing to newspapers and magazines fo...

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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 on the results of two surveys. One was a survey of 418 individuals who played a key role in a signific...

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How to Weaken the Grip of the Status Quo
Astute marketing and sales professionals have long understood that their toughest competitor is usually the status quo. In most cases, no sale can be made unless prospects are first willing to consider changing their current methods and practices. Given the...

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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 often the primary means of creating the initial engagement with a potential buyer. Ther...

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Multiple Studies Reveal the Growing Adoption of ABM
Unless you've been very out of touch for the past couple of years, you're well aware that account-based marketing has become one of the hottest topics in the B2B marketing world. The hype surrounding ABM has been almost deafening, and based on the hype, it ...

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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 techniques have appeared in rapid succession, and many of these innovations are now in widespread use. B2...
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