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Mike Sweeney

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Latest Blogs from Mike Sweeney
To be successful, a marketing team must include a variety of people. As you build your team, make sure to look for these 7 types of people. The post Want a Successful Marketing Team? Hire These 7 Types of People appeared first on Right Source Marketing.
Interviewing your clients and gaining customer insights can help you take your strategic marketing plan to the next level. Here’s why. The post Why Customer Insights Will Improve Your Strategic Marketing Plan appeared first on Right Source Marketing.
Strategic thinking is often more nature than nurture — but with a few shifts in mindset and a lot of hard work, you can become a more strategic thinker. The post If Strategic Thinking Is Not Your Nature, How Can You Nurture? appeared first on Right Source Marketing.
Calling yourself a thought leader doesn’t automatically make you one. Here’s what you need to know to be an authentic thought leader. The post Why Calling Yourself a Thought Leader Doesn’t Make You One appeared first on Right Source Marketing.
B2B branding is a critical driver of lead generation and customer acquisition. Here are five essential branding elements that go beyond the basics. The post Beyond the Basics: 5 B2B Branding Elements You Might Be Overlooking appeared first on Right Source Marketing.
Having worked in and led both a corporation and an agency, I consider myself equipped to advise recent college graduates with an interest in marketing on where they should start. Although some graduates aren’t blessed with dozens of opportunities and therefore may not have a choice, wh...
A couple weeks back, I was a guest on the This Week in Marketing radio show, hosted by Mihali Stavlas. Over the course of an hour, we covered many important aspects of content-driven marketing — its origins, the importance of planning, the intersection of marketing and technology, and ...
Last week, I found myself rocked back in my chair, eyes to the sky, taking deep breaths, hoping and praying for a miracle. I wasn’t searching for a real miracle, but rather a minor business miracle. I was hoping for a particular client to suddenly “get” content-driven marketing, becaus...
Gatorade. Keurig. Under Armour. Salesforce. Redbox. All are category creators, companies that grow faster and receive higher valuations than others who might innovate within an existing category. In the marketing world, recent attempts at category creation have included marketing autom...
A few years back, I became Right Source Marketing’s chief content officer. While that has meant a lot of different things to a lot of different people, for me, one of the key things it has allowed me to do is to put huge focus on planning, both for our company and our clients. I [̷...
I’ve read and then revisited the book Managing the Professional Service Firm by David Maister four or five times. It captures the seemingly simple, yet sometimes complicated, nature of running a professional services firm better than any other book of its kind. I revisit it when dealin...
I’ll admit it. I’ve been known to ridicule companies, in particular business-to-business services companies, for treating their website launch as if they just unveiled the Apple iPhone 6S to the world. After all, the typical website launch is not in any way newsworthy. Yay — you change...
Ask your friendly neighborhood head of marketing about her new hires, and she is chock full of enthusiasm. Ask her about her 2016 marketing plan, and she is raring to go. Ask her about her shiny new marketing automation tool, and she is six flavors of hopeful. What about the launch of ...
Ask your friendly neighborhood head of marketing about her new hires, and she is chock full of enthusiasm. Ask her about her 2016 marketing plan, and she is raring to go. Ask her about her shiny new marketing automation tool, and she is six flavors of hopeful. What about the launch of ...
Ask your friendly neighborhood head of marketing about her new hires, and she is chock full of enthusiasm. Ask her about her 2016 marketing plan, and she is raring to go. Ask her about her shiny new marketing automation tool, and she is six flavors of hopeful. What about the launch of ...
Over the last 30 days, I’ve interviewed all types of wannabe and real-life content marketers. I’ve interviewed the accomplished-but-burnt-out journalist who is ready to make the transition into the big, bad business world. I’ve interviewed the public affairs lifer who — even after give...
Two quarters down. Completed: 24 blog posts, 6 email newsletters, 4 checklists, 3 drip email campaigns, 2 eBooks, 1 webinar. Victory is yours. Except no one is reading your content. This happens, people. It happens to well-intentioned, smart people, and it happens to dopes. In other wo...
The pioneers of the marketing automation industry were — not surprisingly — very smart marketers. They slapped the word “automation” next to “marketing,” and boom, their targets instantly started thinking that these tools could run chunks of their marketing programs… automatically. Set...
[With the exception of Right Source employees, clients, and prospective employees and clients, I don’t care if anyone reads this post. It’s written with that in mind. You’ve been forewarned. Let’s begin.] “Those guys made it from $2 million to $10 million in just a few years.” “They ar...
If you read my last post, which spurred this follow-up post, then you know that you have nine business days to get your B2B marketing plan done for 2015. Get on it, slow guy. Like now. While the discussion of the five content marketing trends that should fuel your B2B marketing plan wa...
According to a Right Source Marketing study (based on survey responses from a whopping 11 B2B-oriented companies) conducted in November 2014, you, Mr. or Ms. Marketing Leader, either have not finished your 2015 marketing plan, or… gasp… have not even started it. If you’re not intereste...
According to the B2B Content Marketing 2015: Benchmarks, Budgets, and Trends — North America report, B2B marketers with a documented content marketing strategy are more effective than those without one.  As a matter of fact, of those who have a documented strategy, 60 percent consider ...
Stay on message. The phrase is often used in politics and by politicians, some of whom — even the most skilled and polished — can’t resist the temptation to engage in a discourse that takes them far away from their core message. Going off message, however, doesn’t only happen in politi...
Running a marketing department has become a more complex endeavor over the past couple of decades. With the introduction of the Internet came dramatic changes in consumer behavior, followed by dramatic changes in the way companies market products and services, followed by dramatic chan...
On maybe a half dozen occasions this year, I’ve had the opportunity to sit in a conference room full of people whose enthusiasm for content marketing is at an all-time high. Having just been exposed to their company’s first content marketing plan, the Kool-Aid flows, and everyone drink...
Ask any growth-minded entrepreneur, and he will tell you that people are the lifeblood of his business. Dig a little deeper, and that same entrepreneur will tell you that hiring, retaining, and motivating great people is one of the most difficult — and at the same time, most rewarding ...
“Can’t we just plan as we go?” “Why do we need a plan? I can give you some ideas right now.” “Is a plan really going to help?” No. Whatever. Yes. In that order. I hear a lot of objections to doing content marketing planning the right way, and these represent a few of the […]The p...
Show, don’t tell. Educate, don’t sell. Write for your audience, not for your ego. And by all means, don’t talk about yourself too much. Today, I get to break the rules. After all, it’s Right Source Marketing’s fifth birthday. I asked for a laser tag party. Rejected by Yvonne – too much...
Lazy. Entitled. Disloyal. Coddled. Arrogant. Sloppy. Does this sound like the type of person you’d want to hire? Me neither. Call them stereotypes or misperceptions, but if you’re curious about why members of Generation Y, or millennials, are often described using these terms, look no ...
Lazy. Entitled. Disloyal. Coddled. Arrogant. Sloppy. Does this sound like the type of person you’d want to hire? Me neither. Call them stereotypes or misperceptions, but if you’re curious about why members of Generation Y, or millennials, are often described using these terms, look no ...
According to the 2014 B2B Content Marketing Benchmarks, Budgets and Trends report, content marketing is on the rise, with 93 percent of marketers using content marketing, compared to 91 percent last year. For most, this is not all that surprising. Also not surprising: 42 percent of B2B...
According to the 2014 B2B Content Marketing Benchmarks, Budgets and Trends report, content marketing is on the rise, with 93 percent of marketers using content marketing, compared to 91 percent last year. For most, this is not all that surprising. Also not surprising: 42 percent of B2B...
I love strategic planning. That might make me one of the crazy ones, but when done with the right people, strategic planning can be revealing, inspiring, and dare I say it – fun. In most companies, however, it’s not done often enough, thoroughly enough, or with enough focus on particul...
I love strategic planning. That might make me one of the crazy ones, but when done with the right people, strategic planning can be revealing, inspiring, and dare I say it – fun. In most companies, however, it’s not done often enough, thoroughly enough, or with enough focus on particul...
How much should I budget for content marketing? When some companies answer that question, it looks something like this. “We spent $40K on the website and $15K on that new marketing automation software. We pay that SEO freelancer guy, I think his name is Chuck, like $2K a month. The PR ...
How much should I budget for content marketing? When some companies answer that question, it looks something like this. “We spent $40K on the website and $15K on that new marketing automation software. We pay that SEO freelancer guy, I think his name is Chuck, like $2K a month. The PR ...
Content marketing is not a marketing tactic. It’s not SEO. It’s not email marketing. It’s simply…bigger than all that. It’s an all-encompassing approach to how you handle your entire marketing mix, and a strategy that should be embraced by your whole company. Better put….you can’t real...
Content marketing is not a marketing tactic. It’s not SEO. It’s not email marketing. It’s simply…bigger than all that. It’s an all-encompassing approach to how you handle your entire marketing mix, and a strategy that should be embraced by your whole company. Better put….you can’t real...
Over the past month or so, when Right Source staffers have asked me to provide feedback on a piece of content, I have begun to respond with the question, “Is it remarkable?” Sometimes the answer is “no.” Occasionally I get a half-hearted “yes,” but most of the time I get some variation...
Over the past month or so, when Right Source staffers have asked me to provide feedback on a piece of content, I have begun to respond with the question, “Is it remarkable?” Sometimes the answer is “no.” Occasionally I get a half-hearted “yes,” but most of the time I get some variation...