[Book Review] A First-Rate Guide to Making Your Content "Impossible to Ignore"
B2B Marketing Directions
by G. David Dodd
1w ago
Source:  McGraw Hill As marketers, we communicate with potential buyers and hope they will remember our messages when they decide to make a purchase. Unfortunately, scientific research has demonstrated that our audiences forget most of the content we share, up to 90% by some accounts. But, what if we could create marketing content that our audiences are more likely to remember? That's the topic of Carmen Simon's book, Impossible to Ignore:  Creating Memorable Content to Influence Decisions (McGraw Hill, 2016). This book provides a detailed discussion of science-based techni ..read more
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[Research Round-Up] The Latest From NetLine On B2B Content Consumption
B2B Marketing Directions
by G. David Dodd
2w ago
(This Research Round-Up discusses the 2024 B2B content consumption report from NetLine Corporation. NetLine publishes this report annually, and it consistently provides a wealth of real-world insights about how business professionals actually consume marketing content.) Source:  NetLine Corporation Virtually all B2B companies are now using content marketing in several forms, and therefore understanding how business professionals consume content is now critical to marketing success. The 2024 State of B2B Content Consumption & Demand Report by NetLine Corporation provides valua ..read more
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Is B2B Marketing Fulfilling Its Revenue Growth Mandate?
B2B Marketing Directions
by G. David Dodd
3w ago
Many B2B company leaders now expect marketing to drive revenue growth, and B2B marketing has evolved in response to this expectation. But has it changed enough to meet the revenue growth mandate? Data from "The CMO Survey" suggest that more change may be needed. Marketing has always played the starring role in driving revenue growth in the B2C world, but marketing was not viewed as a principal driver of revenue growth in most B2B companies until a few years ago. Sales typically owned the revenue line of the income statement, and marketing's main job was to support the salesforce. This start ..read more
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Decoding the Critical Components of Buyer Trust
B2B Marketing Directions
by G. David Dodd
1M ago
B2B buyers are conditioned to view vendor-provided information with a healthy dose of skepticism, and this lack of trust can weaken the impact of all marketing efforts. Marketing alone can't create buyer trust, but the right marketing approach can make it more likely trust will develop. Trust has always been a vital component of business relationships, but it has become a critical issue over the past several years largely because of growing concerns about the collection and use of personal information by business organizations. Trust is likely to become an even more important issue as compa ..read more
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[Research Round-Up] New Study Shows the Continuing Value of B2B Thought Leadership
B2B Marketing Directions
by G. David Dodd
1M ago
Source:  Edelman and LinkedIn (This month's Research Round-Up discusses the sixth edition of the B2B thought leadership impact study by Edelman and LinkedIn. This research has consistently provided valuable insights about the impact of thought leadership content on the perceptions and behaviors of business decision-makers.) Edelman and LinkedIn recently published the findings of their 2024 B2B thought leadership impact study. The study involved a survey of 3,484 business leaders (all LinkedIn members) from a wide range of industries and company sizes. The survey was conducted Nov ..read more
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[Book Review] Jonah Berger Unveils the Hidden Power of Words
B2B Marketing Directions
by G. David Dodd
1M ago
 " Saying you 'recommend' rather than 'like' something makes people 32 percent more likely to take your suggestion." "Adding more prepositions to a cover letter makes you 24 percent more likely to get the job." "And saying 'is not' rather than 'isn't' when describing a product makes people pay three dollars more to get it." Source:  HarperCollins Publishers These are just a few examples of the power of language cited by Jonah Berger in his latest book, Magic Words:  What to Say to Get Your Way (HarperCollins Publishers, 2023). Jonah Berger is a professor of marketing at ..read more
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Halos, Horns, and Content Marketing
B2B Marketing Directions
by G. David Dodd
1M ago
Source:  Shutterstock If you've ever bought or sold a house, you're probably familiar with the concept of curb appeal. Curb appeal is the visual attractiveness of a house as seen from the street, and it's what creates a potential buyer's first impression of the house. Real estate professionals know curb appeal plays a big role in determining how quickly a house will sell and what the selling price will be. Good first impressions are also important for successful B2B marketing. Today, most potential buyers will form their first impression of your company based on the content you ..read more
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The Powerful Head Start B2B Marketers Shouldn't Ignore
B2B Marketing Directions
by G. David Dodd
2M ago
Imagine you're a world-class athlete about to run a 100-meter dash. Your competitors are also world-class athletes, so the outcome of the race would normally be far from certain. But in this race, you'll have a major advantage. You'll be allowed to leave the starting line two seconds before the other runners. World-class track athletes usually run a 100-meter dash in about ten seconds. So, with a two-second head start, you're almost certain to win. In the race to win business and grow revenue, some companies have a significant head start over their competitors. I'm referring to the head star ..read more
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[Research Round-Up] The Effectiveness of AI-Generated Images for Marketing
B2B Marketing Directions
by G. David Dodd
2M ago
Source:  Shutterstock (This year, I'm devoting some of my Research Round-Up posts to academic research papers relating to the use of artificial intelligence for marketing purposes. This post features an unpublished paper that compares the performance of AI-generated vs. human-made images across three marketing use cases.) "The power of generative marketing:  Can generative AI reach human-level visual marketing content?" Authors - Jochen Hartmann and Yannick Exner, Technical University of Munich; Samuel Domdey, Technical University of Hamburg-Harburg Date Written - July 1 ..read more
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[Book Review] Why Marketers Should Think Like World-Class Poker Players
B2B Marketing Directions
by G. David Dodd
2M ago
Source:  Penguin Random House The idea that marketers need to think like world-class poker players may seem a little odd, but that's the primary lesson I take from Annie Duke's book, Thinking in Bets:  Making Smarter Decisions When You Don't Have All the Facts (Portfolio/Penguin, 2018). Thinking in Bets isn't specifically about marketing, but it describes an approach to thinking about decisions that would serve marketers well. So, if you haven't read Thinking in Bets, I recommend you add it to your 2024 reading list. Annie Duke is a recognized authority in the field of decis ..read more
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