B2B Marketing Blog

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

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

How often should I redesign my website?

30 Oct

Lisa Shepherd

Often when I talk to clients about updating their website they say, ‘but we just updated it’.  And of course, ‘just’ means something different to everyone.  The reality is there is no hard and fast rule on how often you need to update your website but you do need to keep it current both from a content and design perspective if you want it to get you results.  Your website is often the first point of contact a prospect has with your brand so you need to think about what your site is communicating about you.

 

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Topics: Website, B2B Marketing, B2B Marketing Strategy, B2B Marketing Planning, Marketing Plan, B2B marketing tactics, outdated website, website design

3 Reasons Why Marketing Automation Is Worth the Investment

23 Oct

Lisa Shepherd

Are you among the 63% of businesses that said their top marketing challenges are generating traffic and converting leads?1 If so, you need to revisit your marketing strategy and strongly consider including a marketing automation solution.  Marketing automation software gives you rich insights into your website visitors allowing you to understand how to attract more.  You will learn if they are finding you through organic search, paid search, email, direct traffic or social media and you will have visibility into their content areas of interest.  Understanding your visitors, contacts and customers will also help you tailor your efforts to improve the quality of your leads, ultimately helping you convert more.  You will understand the return on investment of your various campaigns based on the metrics available for tracking and attribution. This plethora of information will allow you to make insightful decisions about which tactics to employ and the timing and frequency of your campaigns, ultimately helping you attract more visitors, convert more leads and delight more customers. Still not convinced?  Here are three things to consider: 

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

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

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