G. David Dodd

Member Since: 1st Feb 2018
G. David Dodd is a consultant and author who has been advising and supporting B2B companies for over 25 years. He works with clients to evaluate major strategic issues and initiatives, develop business and marketing strategies, create authoritative, compelling content, and design effective content marketing programs. He also helps clients develop and implement marketing performance management systems and processes.
See more of David's thinking at his B2B Marketing Directions blog.
Principal Point Balance
12th Oct 2022
Four steps to creating stronger customer case studies
Customer case studies have been a core part of the B2B content marketing mix for years. In the latest content marketing survey by the...
Strategy
25th Mar 2022
Why it's time to reset our expectations about brand loyalty
Most B2B companies derive the majority of their revenue from continuing sales to existing customers. So it shouldn't be surprising that...
Loyalty
26th Nov 2021
What Maslow's hierarchy of needs teaches us about customer experience management
In 1943, the psychiatrist Abraham Maslow introduced a theory of human motivation which proposed that people are motivated to satisfy...
Loyalty
5th Jun 2020
How can we make personalisation work in a privacy-conscious world?
In a recent post , I wrote that it's time for organisations to rethink their approach to personalisation. The value of personalised...
Technology
24th Jan 2020
How FOMO is creating a disconnect between companies and customers
Last fall, the New York chapter of the American Marketing Association published a research report that should be required reading for...
Strategy
22nd Aug 2019
Why customer channel preferences aren't clear cut
Last month, the CMO Council published the results of a study that sought to identify what communication channels consumers prefer to use...
Channels
4th Jul 2019
Why overuse of customer engagement technologies is harming CX
On average, marketers are already using 10 customer engagement technology systems and are committed to further investment. But this...
Engagement
15th Jan 2019
B2B buying: What are buying scenarios and why should they be in your 2019 plans?
The stereotypical image we have of B2B buying is that it involves expensive and/or complex products or services, large buying groups, and...
Strategy
3rd Jul 2018
How marketers are over-simplifying B2B buyer behaviour
Research demonstrates that the traditional view of B2B buyers has never been universally true. So what does this mean for marketers? One of...
Technology
25th May 2018
Why sales-marketing alignment fails - and what leaders can do about it
Part of the reason that B2B companies have failed to improve sales-marketing alignment is that they are only focusing on one piece of the...
Strategy