B2B Marketing Blog

LESSON #8: A BUSINESS NEEDS TO TEST CONSTANTLY AND EVOLVE

14 May

Lisa Shepherd

 4 REALLY GOOD REASONS TO REVISIT YOUR MARKETING PLANS

Strategic B2B marketing plans for small- to mid-size companies should be structured, realistic and doable. You need to begin with a clear strategy and use the right tools to translate that strategy into action. As with any plan, there are internal and external factors at work. Successful companies respond by constantly testing, refining and amending their plans. Here are four situations that should make you revisit your marketing plans:

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Topics: B2B Marketing Strategy

5 Reasons Why Agile Marketing Is The Way To Go

07 May

Lisa Shepherd

Businesses evolve quickly, and no matter your speed, the competition and potential customers always seem to be evolving faster. To keep up with customers’ changing needs, marketers need a process that will allow them to run experiments, work collaboratively with clients and use data to create more relevant marketing campaigns. Agile marketing promotes the responsiveness, transparency and adaptability needed to improve marketing functions.

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Topics: B2B Marketing Strategy

Brand Awareness vs Lead Generation – What and When?!

30 Apr

Lisa Shepherd

The Mezzanine team spends a lot of time talking to clients about the difference between brand awareness and lead generation. Most of our clients come to us for help acquiring more leads and while we want to help their business grow through new leads that turn into sales, we also recognize that growth will come faster with activities that deliver both brand awareness and lead generation.

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Topics: B2B Marketing Strategy

LESSON #7: SALES AND MARKETING NEED TO BE ALIGNED

23 Apr

Lisa Shepherd

5 best practices for achieving sales and marketing alignment

Customers have decided what sales and marketing do now. We all need to embrace this new reality. At Mezzanine, we often talk about the enormous shift that has occurred in the B2B buying process. I’ve even written a book about it: The Radical Sales Shift. Prospective customers have gone rogue, and they’re doing the lion’s share of their research before they even want to talk to you. The way prospects need to be managed throughout the sales funnel has changed, and sales and marketing need to get aligned in order to meet those changes.

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Topics: B2B Marketing Strategy

5 Simple Steps to an Effective Multi-Channel Marketing Strategy

16 Apr

Lisa Shepherd

In today’s modern era where information is expected to be readily available, it’s more important than ever to understand consumers and how they interact across different platforms in order to effectively reach them with relevant ads and achieve your company’s ROI goals. That’s where multi-channel marketing, the practice of interacting with customers using a combination of indirect and direct communication channels, comes in. It allows you to build customer intimacy, create detailed single customer views, and deliver personalized communications consistently. In fact, statistics show that multi-channel customers spend three to four times more than single-channel customers do.1

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Topics: B2B Marketing Strategy

Competitive differentiation – but not through product differentiation.

09 Apr

Lisa Shepherd

You’ve heard people saying it for years: there are no new ideas. And maybe that’s true. We have a multitude of like products on the market with similar features and benefits, outputs, applications, tastes, colours and looks. You name it, there’s probably at least a dozen options of essentially the same thing. In consumer marketing, the buyer’s choice often comes down to brand preferences based on self-identification with a particular set of brand attributes – they want Nike and not Adidas. But in a sea of similar products and services, where an individual’s brand preferences may not be enough to make the sale, how do you win in B2B marketing?

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Topics: B2B Marketing Strategy

Why Do I Need Case Studies? Here are 3 Reasons

02 Apr

Lisa Shepherd

A ”case study” in the context of marketing is an analysis of a project, campaign or company that identifies a situation, recommended solutions, implementation actions and identification of those factors that contributed to failure or success.1 Case studies showcase your solution from a real customer’s perspective. The 3 critical areas of each case study include the problem your customer had, your solution and the results. Quotes from your customer are also helpful. 

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Topics: B2B Marketing Strategy

LESSON #6: INTERNAL MISUNDERSTANDINGS CAN BE DEADLY

26 Mar

Lisa Shepherd

How to NOT KILL YOUR MARKETING WITH UNREALISTIC EXPECTATIONS

In our world of instant gratification, few people want to hear that success takes time. Einstein didn’t speak his first word until he was four years old. James Dyson built more than 5,120 failed prototypes before he developed a successful version of the bagless vacuum. The slowest progress can yield the richest fruit.

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Topics: B2B Marketing Strategy

How To Get More Leads Than You Know What To Do With

19 Mar

Lisa Shepherd

The main driver for marketing is often lead generation and companies used to rely on sales people to find their own leads via references, social selling and cold calling – which are all great tactics but don’t work alone anymore. The new buyer is well documented in my book, The Radical Sales Shift.  Additionally, 63% of marketers say generating traffic and leads is their top challenge. 1

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Topics: B2B Marketing Strategy

Why We Love Business Cards (And You Should, Too)

12 Mar

Lisa Shepherd

There is an ongoing debate in the business world over the relevance of business cards in today’s digital age. It’s tempting to think that having business cards isn’t important anymore since everything we do is online or on our phones. However, business cards are a great marketing tool to leave a lasting impression on potential clients.

To help you understand the power of a well-designed business card, we’ve rounded up the top 5 reasons why we believe business cards are still relevant.

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Topics: B2B Marketing Strategy

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