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Mike Sweeney

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Top Stories by Mike Sweeney

I used to love lists.  I am a card-carrying list maker since 1980.  I still prefer a good pen-and-paper list on a notepad to a Word doc, wiki, or whiteboard. List-makers used to be somewhat unique, and kind of freaky types.  Now, everyone makes lists.  People Magazine publishes the Most Beautiful People list.  ESPN publishes the Top Athletes of the Century list.  Less known publishers distribute some really fascinating material, like the 50 Best SEO Blog Posts of 2009 or the Top 10 Most Important Tweets of 2009. I am taking a stance against lists, if only for about one week.  My only prediction for 2010 is this: marketers will publish lots of lists in 2010.  They will do this (and the “they” includes me) because: Everyone loves a good list Everyone loves predictions Everyone loves being right However, I will use this post to comment on the lists that have already bee... (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)

Who Are You? The 5 Key Components of a Core Messaging Document

With apologies to rock icons The Who – and I suppose the CSI TV franchise as well – this is one of the biggest challenges many companies face.  If you think about it, I’m sure that you see this all the time too. Whether it’s an elevator pitch at a networking event that leaves you wondering what it is that this person does or a disjointed marketing effort that just doesn’t hit the right chords – a lot of people out there have a messaging problem. When working with a client, one of the very first places we start is to take a look at their messaging — It’s critical that their messa... (more)

B2B Lead Generation Tip #2: Build a Strong Roster of Stakeholders

In last week’s post, we discussed the first step in the creation and execution of a lead generation program: establishing the right mindset.  This week, we’ll cover an equally important step: building your roster of stakeholders in the lead generation program. Unfortunately, it’s far too common that this step looks a lot like the following within small or mid-sized organizations: [VP Marketing and CEO/CFO are wrapping up a marketing/budget meeting] CEO: OK.  Things seem to be stabilizing.  You guys should have an additional 50k to spend on lead generation next quarter. VP Marketi... (more)

B2B Lead Generation Tip #3: Identify the Metrics that Matter

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 market... (more)