B2B Marketing Blog

Lisa Shepherd

Lisa Shepherd is founder and principal of The Mezzanine Group, a B2B marketing company with offices in Toronto and Calgary.
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Recent Posts

Facebook is Back in Business to Business

16 Oct

Lisa Shepherd

Trends, they come and they go. If you asked any digital marketer a couple years ago they would tell you that a Facebook business page is great for B2C but wasn’t worth it for a B2B organization and that other business minded social media platforms like LinkedIn or Twitter were the way to go. But oh how times have changed. Facebook is making a major comeback, mostly due to the sophistication of Facebook’s paid advertising.  Let’s look at the five reasons why Facebook has found its way back into the B2B toolbox.

 

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Topics: Marketing ROI, B2B Marketing, B2B Marketing Strategy, B2B Marketing Planning, Marketing Automation, Marketing Plan, B2B marketing tactics

3 Tips To Improve Your Pitch Deck

10 Oct

Lisa Shepherd

The pitch deck is more than just a gorgeous design.   It is in PowerPoint format (usually) and one of the many assets that Sales needs to introduce customers to your company, its products, solutions and benefits.  (Or perhaps it is needed to attract investors but that requires different information - this blog is for Sales.) 

In our experience, the pitch deck is often created by Sales, doesn’t follow best practices for messaging and doesn’t align to the company branding.  When the pitch deck is created by Marketing, Sales often feels it’s less relevant, or needs to be customized in some way and then it ends up looking unstructured and unprofessional.  

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Topics: Brand, B2B Marketing, B2B Marketing Strategy, B2B Marketing Planning, Marketing Plan, B2B marketing tactics, B2B sales, sales tools, pitch deck

3 BIG Marketing Mistakes You Don’t Want to Make

05 Oct

Lisa Shepherd

No one calls us when marketing is running perfectly.  So when we meet with companies struggling with their marketing, we see common mistakes that most business owners are unaware they’re making.  It’s easy to make mistakes and there are way more than are listed here.   However, the problem is that the following issues take additional time to set right, causing more frustration with marketing and increasing the time until ROI is satisfactory.

 

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Topics: Social Media, Website, B2B Marketing, B2B Marketing Strategy, B2B Marketing Planning, Marketing Plan, B2B marketing tactics, marketing mistakes, marketing investment

The Mezzanine Group @ INBOUND 17: The Top 5 Things We Learned And Can’t Wait to Implement

02 Oct

Lisa Shepherd

We’re a Hubspot partner so 2 Senior Marketing Directors and our General Manager attended 4 days of learning with Hubspot at their annual conference, INBOUND.  This year we attended Partner Day as a bonus day of additional learning specifically targeted to partners.  And, we are leaving SO excited!  We can’t wait to share what we learned with the larger team and begin to roll out everything we learned to our clients to help them accelerate their revenue.  Our heads are full and we need some time to digest fully but we wanted to share what stood out.  We noticed the emphasis on certain subjects in addition to what we learned over the 4 days.  The 5 themes we saw emerge:

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Topics: B2B Marketing, Inbound Marketing, B2B Marketing Strategy, B2B Marketing Planning, Marketing Plan, B2B marketing tactics, inbound 2017, integration of sales and marketing, video, chats, Account based marketing, facebook ads

Are You A Trend Setter Or Do You Play It Safe? Should You Gate Your Content?

25 Sep

Lisa Shepherd

Gating content is the practice of requiring users to share some information (usually name and email at a minimum; sometimes more details are required) before they are permitted to download your content.  We all have come across these forms and make the decision as to whether or not we want to divulge our information to receive the content.  Sometimes we exit out without completing the form.  Typically, gated information depends on the type of content.  Blogs, sales sheets and videos are typically ungated but webinars need to be gated as you have to communicate the log-in information to the participant.  But what about whitepapers, infographics, eBooks and other in-depth, thought leadership content that provides education?

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Topics: B2B Marketing, B2B Marketing Strategy, B2B Marketing Planning, Marketing Plan, B2B content marketing, B2B marketing tactics, gated content, gating content

Lead Nurturing: The What, Why and Some Lessons Learned

21 Sep

Lisa Shepherd

Lead nurturing in B2B sales is the process of building a relationship with prospective buyers who are not ready to buy yet, developing relationships with them at every stage of the sales funnel and through every step of the buyer’s journey.  Lead nurturing is targeted to build a reputation of a helpful and customer-oriented brand.1

  

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Topics: B2B Marketing, B2B Marketing Strategy, B2B Marketing Planning, B2B marketing tactics, B2B sales, lead nurturing, lead management

Want to see results? You need to stick to your marketing plan!

18 Sep

Lisa Shepherd

A good marketing plan can help you reach your target audience, boost your customer base, and ultimately, increase your bottom line.1 Companies that plan, grow 30% faster than those that don’t.2 Building a strategic marketing plan and then putting it into action is something every B2B company needs to learn how to do.  So far, relatively few have mastered it.  And for those who have created a plan, very few stick to it in order to benefit from the investment.  Many companies implement ad-hoc marketing tactics and then discount the value of marketing because they don’t see any results.

  

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Topics: Marketing Strategy and Planning, Strategic Marketing Planning, B2B Marketing, B2B Strategic Marketing Planning, B2B Marketing Strategy, B2B Marketing Planning, Marketing Plan, B2B marketing tactics

The Single Best Way To Grow Sales By The End Of The Year

11 Sep

Lisa Shepherd

It’s back to school season, which means renewed energy and focus for the business world too. Q4 is just around the corner, and that means that your sales team is paying full attention to their numbers and how bonuses are looking.

Timing is perfect to use marketing to boost sales for your entire team. There’s enough time to identify the best marketing tactics, execute them and reap new deals before December 31st. But companies have to be smart – not all marketing initiatives will provide results within a quarter.

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Topics: Increase Sales, B2B Marketing, B2B Marketing Strategy, B2B marketing tactics, end of year, Q4, B2B sales

Is Google+ worth it for business to business?

05 Sep

Lisa Shepherd

Google, Google, Google. Every online marketer has a portion of their life dedicated to obsessing over Google and everything that comes with it. What will the new changes in the algorithm be? How can we achieve better SEO?  How can we avoid being penalized? Let’s face it Google has cornered the market on search engines and it is a necessity when it comes to SEO and your website’s success.

However, Google’s social media platform does not have the same glowing reputation that Google the search engine has. In the past, it has been called a “ghost town” and has a reputation for not having the most active users. This has many SMB business owners wondering if having a Google+ account for their B2B company is even worth it. Let’s look at a few factors:

 

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Topics: Social Media, B2B Marketing, B2B Marketing Strategy, B2B marketing tactics, Google Business Page, Google+, Google Business, Social media strategy

What is Agile Marketing and Why is it Important?

28 Aug

Lisa Shepherd

Agility by definition is the ability to move, think or understand quickly and with ease.[1] Similarly, the goals of Agile Marketing are to improve the speed, predictability, transparency and adaptability to change of a marketing function. The term itself takes its inspiration from Agile software development and it describes the speed at which marketing gets done and how it gets done. But what does this mean for your current B2B marketing strategy and how is it different?

 

 

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Topics: B2B Marketing, marketing planning, marketing campaigns, B2B Marketing Strategy, B2B Marketing Planning, B2B marketing tactics, agile marketing, SCRUM