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Mike Sweeney

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Top Stories by Mike Sweeney

Personal Branding on Ulitzer As part of my normal procedure before meeting with a prospective partner, I explore as many of the company's marketing vehicles as possible. Sometimes that list is short - a website and a brochure.  Sometimes that list is longer - a website, brochure, blog, social media profiles, search engine listings, executive LinkedIn profiles, etc.   Over the weekend I went through this process to check out a prospective partner, and ran into some good news and bad news.  The good news is that this company has clearly embraced the idea of expanding its footprint by using a variety of offline and online marketing tactics and properties.  The bad news, however, is that as the company has expanded that footprint, it seems to have lost control of its brand and core messaging.  Here's a sampling of what I found: Archaic website design Outdated content on ... (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)

Back to the Basics: Don’t Sleep on The Blogging

The Social Media Guide We talk a lot about social media on Marketing Trenches. And for good reason - Social media seems to be at least one item on the agenda for about 90% of the meetings we have these days. Everyone wants to run 100 miles an hour to do something on Facebook, LinkedIn and Twitter. I wrote about this previously in Want to Succeed In Social Media? It Sure Helps to Have a Strategy. A big part of any strategic plan is revisiting that plan - Making sure you are doing all the things you should, adjusting the pieces that aren't working and continuing to optimize the pie... (more)

How to Build an Interactive Marketing All-Star Team

New Media on Ulitzer Some call it interactive marketing.  Others call it digital marketing. Still others use internet marketing, web marketing or online marketing. Frankly, the terminology doesn't matter.  What matters is that companies need to and want to address this function, and are becoming more and more open to exploring the different ways of doing it. Occasionally we get a request from a company that has already decided that they'd like to build this function up in-house, using primarily employees as opposed to agencies, consultants and contractors.  The company typically ha... (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)