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Mike Sweeney

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Top Stories by Mike Sweeney

One of the most frustrating experiences for a marketer is seeing a great product or service that is marketed incorrectly.  In this case, “incorrectly” may mean choosing the wrong target audience, choosing the wrong methods to reach that target audience, building creative that doesn’t resonate with that target audience, or a host of other mishaps. Perhaps even more frustrating is watching a great product or service flop from a marketing standpoint not because of a weak marketing strategy, but rather due to the absence of a person or firm in the role of Marketing General Contractor. Let me illustrate the need for a Marketing General Contractor using a situation I ran into a bit over a year ago.  I was approached by a medium-sized national sales organization that had grown to around 75 employees in 10 offices throughout the US.  The President of the organization had... (more)

Social Media and Search - One Good Turn Deserves Another

Web 2.0 Journal Whenever a conversation starts around the topic of social media, inevitably I find a number of people that immediately question the value and want to see some ROI numbers before getting involved. We’ve talked about both sides of this discussion before in many posts, most notably Businesses: Stay Away From Social Media If You Meet The Following Criteria and Social Media: Justify Your Love With the Right ROI Approach. Just today I came across this research in B to B magazine, which seems to once again prove some value to social media activity, particular as it re... (more)

Five Simple Tips for 2010 Marketing Planning

Admit it.  You haven’t started working on your 2010 marketing plan.  Sure, you’ve thought about it and maybe you even built an outline.  You may have held a meeting or two to discuss.  And your calendar for 2010…well, it’s already full of trade shows, weekly meetings with your marketing team, scheduled promotional mailings, and perhaps even a few webinars.  Unfortunately, that’s not really a marketing plan.  And that’s certainly not the way to address interactive marketing. If you already have your 2010 plan built and ready for action, I commend you.  Based on the organizations ... (more)

The Only Rule of Twitter: Be True to Yourself

Twitter on Ulitzer It’s been three weeks since I wrapped up teaching a course covering Interactive Marketing at Georgetown’s School of Continuing Studies.  The topic for our last session was a doozy - social media, and in particular how social media can be used to achieve business or career-related objectives. I saved Twitter for the latter part of the lecture, thinking that its stature as the hottest and yet most misunderstood social media property would generate some lively discussion.  I started with a very simple question: Who here uses Twitter either personally or professiona... (more)

Why Blogging Should be the Hub of your Social Media Efforts

Last week, we were excited and honored to be part of a group of presenters at a Greater Baltimore Technology Council event, Digital Media in Action: Engaging, Implementing & Creating Tangible Outcomes. For our portion of the program, Mike and I discussed Why Blogging Should be the Hub of your Social Media Efforts.  While I’ve included our presentation below for those of you that want to dig in slide by slide, from a big picture perspective our focus was on the benefits of blogging as a component of your overall B2B marketing strategy.  And though many of the same approaches — an... (more)