Marketing Trenches Blog

Posts by Right Source

  • Right Source | July 26, 2012

    Seven Key Questions Marketing Consultants Must Ask Their Clients

    During a successful career that extends beyond three decades, I’ve owned and operated media companies, advertising agencies and marketing consulting firms. During this time, I’ve seen that the best sales and account managers I have worked with treat initial interactions with prospective clients as fact-finding missions rather than sales pitch opportunities. The key to being […] read more

  • Right Source | June 28, 2012

    Could Your Business Benefit From Marketing Automation Software? The Top 6 Questions to Ask Yourself

    Marketing Automation software is on a tear right now, and for good reason. Organizations that deploy marketing automation can more effectively move leads from the top of the sales funnel through to leads that are more inclined to buy at the bottom of the funnel. The software scores each prospect based on a variety of […] read more

  • Right Source | June 12, 2012

    Content Marketing’s Many Moving Parts

    Can you think of a message, webinar invitation, white paper or eBook download offer that really hooked you? Were you curious? Did you want to keep reading?  Share, discuss and save it?  Did you finally decide to buy?  If so, that’s powerful content marketing in action. There are lots of definitions for content marketing, but in essence it […] read more

  • Right Source | June 5, 2012

    How Traditional Media Companies Can Conquer the Digital Wave

    I recently returned from addressing the Media Financial Management Association conference in Las Vegas.  Despite the festive diversions outside the conference center, the audience of executives from traditional media companies—newspapers, radio stations and TV—were all anxious about the same challenge: how to integrate digital marketing services with their traditional offerings. Consumers and businesses have more […] read more

  • Right Source | May 30, 2012

    When It Comes to Content Marketing, If You Fail to Plan, Plan to Fail

    Author’s note: Effective content marketing planning is one of the biggest issues many of our clients deal with. This post expands on Mike Sweeney’s very popular January 2012 post on planning: 12 Questions That Should Guide Your Content Marketing Plan. We see plenty of companies that appear to have jumped into content marketing without a […] read more

  • Right Source | May 17, 2012

    Groupon, Living Social, Google Offers: Should You or Shouldn’t You?

    Everybody likes to get a good deal, and it seems like everywhere you turn, there is another company that’s making it easier for businesses to create and distribute special offers. The question is whether discounting your products or services is in line with your overall marketing strategy. Let’s look at the good and the bad […] read more