Marketing Trenches Blog

  • Dont Buy Marketing Automation Right Now
    Right Source | March 19, 2015

    Why You Should Buy Marketing Automation, But Not Right Now

    I see it happen to companies and people time and time again. Marketing automation technologies — like Marketo, Pardot, HubSpot, Eloqua, and more — constantly get trotted out to marketing folks near and far as a salvation. They are purported to be an answer to all their problems with email, lead generation, prospect tracking, and website reporting, […] read more

  • Content Guidelines
    Right Source | February 26, 2015

    What Does Your Company Need? Style Guide or Content Guide?

    Companies sometimes wonder how they should go about developing style guides, or whether they need to bother. It’s a complicated issue — or, at least, it is for companies that do it right. That’s because most companies should not simply be developing style guides. They should be developing content guides. Let me explain. I understand the […] read more

  • Mike Sweeney | February 20, 2015

    Choose Your Marketing Firm: Sheep, Wannabes, or Leaders

    [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 are now working with Google and Microsoft.” […] read more

  • Yvonne Lyons | February 12, 2015

    Best Conversation Hearts for the Content Marketer

    I wasn’t going to be the one to write a blog post this week. But I am the one who writes “cute” posts at Right Source, and when the idea of a post centered around conversation hearts and content marketing got tossed out at an informal gathering (ok, maybe it was at a bar), I […] read more

  • Story Structure Rut
    Right Source | February 5, 2015

    Stuck in a Story Structure Rut? 5 Tips for Breaking Out

    Whether you write content regularly or just on occasion, it’s easy to fall into the rut of structuring your story the same way — time and again. Maybe all of your blog posts dispense “three key takeaways” or your eBooks outline “eight essential tips.” Perhaps you struggle to organize your content, or just don’t understand […] read more

  • How to Trust An Outsourced Agency
    Right Source | January 29, 2015

    Vetting an Outsourced Marketing Agency? 6 Questions to Use

    I recently had a prospective client ask me where one of my team members went to college. We then got into a deeper discussion about why we hired this person above other candidates, and what we looked for in candidates when hiring new employees. This struck me as odd at first, but then I realized […] read more