B2B Marketing Blog

Facebook Ads or Google Ads: What’s In Your Marketing Plan?

11 Jun

Lisa Shepherd

The first rule of marketing is that you need to get the right message to the right person at the right time. So with over four billion Internet users around the world1 how do you find your prospects and how do you get the right message to them?

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Topics: B2B Marketing Strategy, Marketing Plan

Is Cold Calling a Marketing Tactic?! 3 Tips To Make Cold Calling More Effective

04 Jun

Lisa Shepherd

We spend a lot of time cautioning our clients that cold calling doesn’t work as a stand-alone activity for your sales people. Only 1% of cold calls actually result in meetings and 90% of B2B decision makers don't respond to cold sales outreach.1 And, you’re paying your sales people A LOT of money to do something that does not yield results. 

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Topics: B2B Marketing Strategy, Marketing Plan

7 Tips to Maximize Revenue Growth

29 May

Lisa Shepherd

Successful companies have smooth processes and good relationships between sales and marketing that ensure all revenue growth coming from marketing activities is maximized and sales opportunities are not getting lost. The rivalry between sales and marketing can be a big road block: only 22% of organizations believe that sales and marketing are tightly aligned.1 Here are some tips to help ensure that you are maximizing your revenue growth.

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Topics: B2B Marketing Strategy, Marketing Plan

Is Facebook Messenger Part of Your B2B Marketing Plan?

21 May

Lisa Shepherd

If you read our blog Facebook is Back in Business to Business then you already know how Facebook has made a major comeback in 2017 in the B2B space with its sophisticated targeting for paid advertising. In 2018, it’s even more exciting as you can further develop your relationship with your prospects and customers through Facebook Messenger. 

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Topics: B2B Marketing Strategy, Marketing Plan

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

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