B2B Marketing Blog

B2B Marketing Trends to Consider in 2018

15 Jan

Lisa Shepherd

Each year we look forward to delivering our predictions for the marketing trends that we think will take off and become the new normal 12 months later.  Last year our predictions were pretty accurate and we’re all seeing more online sales direct from B2B websites (our last project in 2017 was launching an ecommerce module for a client), we’re still repurposing content, we’re spending more than ever before on paid search content and video is everywhere.  Where we fell down in last year’s predictions was user generated content, already prevalent in B2C, would come to B2B.  Except it didn’t, at least not in the way we thought. 

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Topics: B2B Marketing Strategy

Lesson #3: Good marketing supports the strategy of the business

08 Jan

Lisa Shepherd

WHY You can’t have one without the other  

You can’t market strategically until you have your business strategy in place, period. Successful B2B companies understand that strategic marketing isn’t an end in itself; it’s a necessary tool to achieve their goals. For that reason, marketing strategy must always align with and follow the company’s overall business strategy.

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Topics: B2B Marketing Strategy

Use what's in your head: why thought leadership beats promotion every time

02 Jan

Lisa Shepherd

Some B2B leaders are shying away from thought leadership marketing because they see it as a form of promotion: something that doesn’t apply (or necessarily appeal) to their end customer. They know where their lane is, and they want to stay there.

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Topics: B2B Marketing Strategy

7 Advanced Metrics You Should Be Tracking to Boost Revenues and Grow Your Business

27 Dec

Lisa Shepherd

Tracking your marketing efforts is the key to taking control, and when it comes to marketing metrics, the first thing that comes to mind is web traffic. In fact, 78% of B2B marketers plan to use website traffic as a key metric for determining the success of their marketing content campaigns this year.¹

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Topics: Business Growth

LESSON #2: Strategic Marketing Isn’t About Pictures and Colours

18 Dec

Lisa Shepherd

Getting to Know The 4 Functions of Strategic B2B Marketing

When people think about marketing in B2B companies, many assume it’s all about the color of the logo or the design of the new trade show golf shirts. Those elements are part of marketing, but they are far from the most important part.

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Topics: B2B Marketing Strategy

Inbound Marketing:  What You Need to Know

11 Dec

Lisa Shepherd

If you’ve read The Radical Sales Shift, then you already know that the way that business people research and make purchase decisions has changed radically in the last five years.  Buyers now resist talking to salespeople until they’ve completed their own research and are confident about their options. 74% of business buyers told Forrester they conduct more than half of their research online before making an offline purchase.1  Unfortunately, many business owners that I meet still rely on tactics like tradeshows, print ads and cold calling as their primary focus for marketing.   While these tactics can be included as part of your marketing strategy, they cannot stand alone.  Companies who are looking to increase sales and revenue need to shift their approach to include inbound marketing. 

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Topics: Inbound Marketing, Inbound Strategy

LESSON #1: It takes commitment from the leader

04 Dec

Lisa Shepherd

Why you need to own your strategic marketing

As the leader of a B2B company, you need to fully commit to and own your strategic marketing. That may sound like an obvious statement, but you might be surprised by how many leaders take a hands-off approach to marketing, treating it as a mysterious but necessary activity existing somewhere outside of their day-to-day concerns.

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Topics: b2b strategic marketing

The Difference Between Business Strategy and Marketing Strategy, and Why It’s Important to Know This

27 Nov

Lisa Shepherd

Companies that plan grow 30% faster than those that don’t.1

Your business strategy and marketing strategy are two totally different plans of action, yet both are essential to the success of your business. In fact, they work in harmony. You first need a strong business strategy in place, and then you can build your marketing strategy to support it.

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Topics: B2B Marketing Strategy, Business Growth, business strategy

5 Practical Tips to Find Your Competitive Advantage

20 Nov

Lisa Shepherd

We’ve written about finding your competitive advantage in an earlier post but found we had more to say and needed to add more pragmatic information.

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Topics: strategic marketing, Competitive advantage

7 QUESTIONS ABOUT LISA’S NEW BOOK “WALKING ON THE MOON”

Mezzanine’s founder Lisa Shepherd has just released her third book called “Walking on the Moon”, a business fable about a fictional company called ClinTek that is struggling to find its way in the new business landscape. We sat down with Lisa to ask a few questions about her inspiration for the book and why executives of Business-to-Business (B2B) companies need to learn about strategic marketing.

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Topics: General Business, B2B Marketing Strategy, Business Growth

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