Blog

Marketing Trenches Blog

  • Mike Sweeney | November 20, 2008

    Why Webinars Fail

    I sat in on a particularly terrible webinar today, and it left me scratching my head.  The host company usually nails these types of events, but today was a complete mess.  A mess at the beginning, a mess in the middle, and a mess at the end.  Makes you wonder why I stuck around, doesn’t it?  […] read more

  • Mike Sweeney | November 18, 2008

    Your Job Search is a Marketing Campaign

    I’d say that only 10% of job seekers understand that looking for a job is not all that different from strategizing, creating and executing a marketing campaign. What are some simple aspects that drive the success of a marketing campaign? Choose a target audience carefully. Customize your offering and content for that target audience. Make […] read more

  • Mike Sweeney | November 6, 2008

    Analytics Everywhere – What’s Next?

    For the millions of us watching CNN on election night and the 6 months preceding it, the segment that was most impressive had nothing to with the 18 talking heads on set.  It was John King’s mastery of the touch screen map.  Call him the new Czar of the Telestrator (my apologies to Mike Fratello), […] read more

  • Mike Sweeney | October 29, 2008

    Your Marketing Message in 30 Seconds

    If you’re a B2B marketer, answer the following questions quickly: 1) What is your company/organization? 2) What do you help other organizations accomplish? (Here’s a hint – if you’re not helping them either reduce costs or generate revenue, you may be in trouble.) 3) How do you help those organizations accomplish that goal? 4) What […] read more

  • Mike Sweeney | October 28, 2008

    Marketing in a Recession: 3 Tips for Doing More with Less

    So your boss just dropped the following task on you – you need to cut marketing spend, and you also need to figure out how to make that spend work better from an ROI standpoint.  If it makes you feel any better, you’re not alone.  Marketing department heads are getting hit with that same task […] read more

  • Mike Sweeney | September 19, 2008

    Closed Loop Marketing – Focus on the Process

    I was recently talking to a marketing executive at a mid-sized software company, and he brought up a problem he was having with “closing the loop” between marketing’s lead generation efforts and the sales team’s revenue output.  He mentioned that while the company had recently invested in a CRM solution and some accompanying marketing automation software, that […] read more