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Marketing Trenches Blog

Posts by Mike Sweeney

  • 6 Questions That Belong in the 2014 B2B Content Marketing Benchmarks and Trends Report
    Mike Sweeney | November 7, 2012

    6 Questions That Belong in the 2014 B2B Content Marketing Benchmarks and Trends Report

    Once again, the Content Marketing Institute (CMI) and Marketing Profs have outdone themselves with the 2013 B2B Content Marketing Benchmarks, Budgets and Trends – North America report. Chock full of information on content marketing budgets, tactics, measurement, and challenges, this is by far the most comprehensive research study on B2B content marketing. When I read […] read more

  • Mike Sweeney | October 18, 2012

    The 7 Not-So-Obvious Benefits of Content Marketing

    On a conference call with a prospective client earlier this week, I found myself diagramming our “marketing wheel,” which displays the universe of marketing tactics, all of which should be driven by the center of that universe—a cohesive marketing strategy (see my very sophisticated artwork below). To complete the wheel, I surrounded the entire diagram […] read more

  • Mike Sweeney | September 12, 2012

    Content Marketing: The Turning Point for the Sales & Marketing Relationship

    Last week, memoryBlue’s Chris Corcoran and I descended upon Columbus, Ohio to attend Content Marketing World and deliver a session focused on helping marketers sell their content marketing investments to their sales leadership counterparts. While the conference was well-organized, the hosts welcoming, and the other speakers talented, it’s the audience from whom we learned the […] read more

  • Mike Sweeney | July 25, 2012

    Content Marketing for Professional Services Firms: Stop Pushing, Start Pulling

    Develop unique expertise, advertise this expertise, win new clients, do great work, encourage referrals, hire top talent, expand into new areas. For decades, this was the formula for growing a professional services firm. While the general formula hasn’t changed much, the ingredients and organization of those ingredients has changed dramatically. Decision maker profiles have changed. […] read more

  • Mike Sweeney | June 18, 2012

    Should You Go? Participation in Industry Events is Not Always the Right Decision

    Your inbox is probably filled up with invitations to industry events, conferences, trade shows and other exciting-sounding networking and educational events. The sessions look fascinating. Big-time speakers have been invited (do you think Salesforce.com founder and CEO Marc Benioff will really show?) and the venues are hard to resist: San Francisco, Miami, Montreal, London, or […] read more

  • Mike Sweeney | May 23, 2012

    What the 99th Percentile Marketers Know That You Don’t

    During a recent conversation with a colleague that serves as an advisor to a handful of CEOs in the high tech industry, I asked, “Why do you think it’s so easy to convince these CEOs to invest more in the sales function, but so difficult to persuade them to make a similar investment in marketing?” […] read more