Marketing Trenches Blog

Posts by Mike Sweeney

  • Mike Sweeney | October 22, 2009

    B2B Lead Generation Step #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 […] read more

  • Mike Sweeney | October 16, 2009

    B2B Lead Generation Step #1: Start With the Right Mindset

    This is the first in a series of posts that will address the creation and execution of a B2B lead generation program in a step-by-step manner.  We’ll post another tip each week, and when the series is complete we’ll compile all the tips into one document and distribute. The first step to creating and executing […] read more

  • Mike Sweeney | October 7, 2009

    When and How To Audit Your Interactive Marketing Strategy

    It should come as no surprise to any business executive that marketing dollars are shifting to the web at breakneck speed.  To give you an idea of just how significant this shift is, Forrester forecasts that interactive marketing spending will reach $61.3 billion in 2012, from $18.4 billion in 2007. Every organization needs to address […] read more

  • Mike Sweeney | September 30, 2009

    Lead Nurturing: A Phone Call Isn’t Your Only Weapon

    So you’ve managed to create a marketing program that is generating leads.  Real, ready-to-be-qualified, hopefully big budget leads.  Fantastic.  What do you do next? If you’re structured like a lot of organizations, that lead is entered into a CRM system, perhaps assigned to a sales or marketing representative, and the dance begins.  A small percentage […] read more

  • Mike Sweeney | September 15, 2009

    Your IT Guy Should Not Be Your Chief Marketing Officer

    Admit it marketing people.  You dread the moment when you realize your website is down.  You refresh your web browser 38 times in 90 seconds.  Nothing.  You reboot your computer, thinking it’s a problem on your end.  Nothing.  You check with junior level marketing staffers (the ones that won’t freak out at you if they […] read more

  • Mike Sweeney | September 8, 2009

    Fall Cleaning: Clean Up Your Online Brand

    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 […] read more