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Mike Sweeney

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Top Stories by Mike Sweeney

Marketing and Sales If you haven’t addressed the first two steps in the lead generation planning process - establishing the right mindset and building a strong roster of stakeholders - you may want to go back and review those before you read this.  After all, if you’re a smart lead generation marketer, you know (or you’ll find out) that process is critical.  Skip a step or ignore part of the process, and you can expect a weakened lead generation program. Next up is identifying the metrics that matter.  Note I am using the phrase “that matter.”  Simple, but important.  Many marketers make 1 of 2 mistakes during this phase.  Either they don’t address metrics at all, or they identify a long list of metrics that don’t really matter or ones they’ll never ever track. As an individual in charge of this program, you should discuss lead generation metrics with the person yo... (more)

You Don't Need a Social Media Superhero

"I hear you guys are the social media gurus in this area. Can you help us blow out our efforts on LinkedIn, Twitter and Facebook?" These were seemingly innocent words from a prospective client, spoken just last week. As we dug a bit deeper, the red flags started flying. He wants help with social media only, and wants to address only those three properties. He doesn't want us to worry about how the website, blog, search, email or other areas might impact social media. He is concerned about tracking the effort, but his tracking and measurement will focus on volume of followers, f... (more)

Can Software Build Your Marketing Plan?

I love software. I use software as a consumer. I use software as a businessperson. I use relatively simple software for simple needs - Outlook for email, Salesforce for CRM, QuickBooks for accounting, WordPress and others for publishing and content management, and so on and so forth. I also make part of my living from advising and providing services to software companies, and those services often include software recommendations. Great software is irreplaceable. Most software is easily replicated, but nonetheless irreplaceable. As a matter of fact, some types of software are so ... (more)

Quality over Quantity: Why Weak Content is Killing Your Brand

I don’t spend a lot of time using Twitter, but when I do, I am searching for content that will either educate, entertain, or maybe even inspire me. My situation mimics that of most business decision makers – I have limited time to explore, and I want to be productive during that time. Low quality content, often stemming from a high volume publishing approach, ruins that experience. You know what else it does? It kills your brand. (Unless your brand doesn’t want to associate itself with quality, in which case you have bigger problems to deal with.) According to the 2013 Content ... (more)

You Don’t Need a Social Media Superhero

New Media on Ulitzer “I hear you guys are the social media gurus in this area. Can you help us blow out our efforts on LinkedIn, Twitter and Facebook?” These were seemingly innocent words from a prospective client, spoken just last week. As we dug a bit deeper, the red flags started flying. He wants help with social media only, and wants to address only those three properties. He doesn’t want us to worry about how the website, blog, search, email or other areas might impact social media. He is concerned about tracking the effort, but his tracking and measurement will focus on volu... (more)