B2B Marketing Blog

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

Building A New Company Brand

01 May

Lisa Shepherd

One of the foundational elements that we audit during a marketing consulting engagement is the company brand.  Brand elements encompass the logo, company colours, how imagery is used and we check for consistency of application, appropriateness to the audience and if it accurately represents the company. Roughly half the time we find ourselves with enough inconsistencies that need to be addressed before we can move to other tactics because if we don’t get this right, other tactics can’t be completed properly.

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Topics: Marketing Consulting, Marketing Strategy and Planning, Marketing Tactics, Brand, Marketing Consultants, B2B Marketing, B2B Strategic Marketing Planning, marketing strategy, B2B Marketing Strategy, B2B marketing tactics

The Importance of Foundational Activities

27 Feb

Lisa Shepherd

When we conduct your b2b marketing audit we look to establish a solid foundation for us to build out marketing activities.  We don’t want to push leads back to an outdated website or a website that doesn’t contain all of the services or solutions your offer.  Most often, we find some important gaps that need to be filled and can’t be skipped over.  We believe that building marketing campaigns without a strong foundation is like building a house without a foundation.  It just won’t work in the long run.  We understand the need to get to campaigns so we have techniques to build out the foundation as quickly as possible.

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Topics: Social Media, Website, Marketing Strategy and Planning, Marketing Tactics, Brand, B2B Marketing, Sales,, marketing strategy, B2B Marketing Strategy, tactical marketing, B2B marketing tactics, website strategy

Differentiating your business: 2 ways to stand out from the crowd

28 Sep

Lisa Shepherd

This past spring, Mezzanine hosted a “marketing speed dating” session, where leaders and marketers from B2B organizations had 15 minutes to pick the brains of one of our marketing experts. We were asked lots of great questions, some of which I’ve covered in past posts. But one of the more popular queries was this:

“If I’m selling the same stuff as other companies, how do I stand out?”

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Topics: Marketing Strategy and Planning, Marketing Tactics, Marketing Budget and Measurement, B2B Buyer Behaviour, Brand

How to avoid making it to the #MarketingFail list

17 Aug

Lisa Shepherd

Social media can be your best friend and your worst enemy. It’s a double edged sword and needs to be wielded with care and respect. Though posts on social media have a relatively short life, once a brand makes a mistake, it is hard to recover. Remember when DiGiorno tweeted using the #WhyIStayed hashtag that was about domestic abuse? Or when the iPhone 6 was endorsed by Joan Rivers on her Facebook – two weeks after her death? What about when a LG tweet mocking Apple’s fragile phones was sent by an iPhone?

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Topics: Social Media, Website, Marketing Strategy and Planning, Brand

Which B2B companies should invest in branding – and which shouldn’t

How do you measure the ROI on branding development for B2B? Are you convinced that building a strong brand foundation is critical to your company? Read on to learn why you might be in the market to invest in branding.

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Topics: Marketing Tactics, Brand

The Pros and Cons of Social Media Marketing in B2B - Leeza Pece

10 Sep

Lisa Shepherd

Are you helping or hindering your digital presence with your use of social media? So many companies start out with the best of intentions, but aren’t able to follow through. Read on for some helpful tips as to where to focus your B2B social media marketing efforts.

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Topics: Social Media, Marketing Tactics, Brand

Google+ as a B2B platform: why aren’t you using it? - Vanessa Hutchinson

29 Aug

Lisa Shepherd

Google+ has introduced exciting functionality that any B2B business could profit from – so why is it that so few businesses use it? They just don’t know about it! Learn some insider tips and tricks from us.

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Topics: Social Media, Marketing Tactics, Brand

Is your brand robbing you of new clients? - Lisa Shepherd

21 Aug

Lisa Shepherd

Every company strives to be known and have a positive reputation in its market. Having a strong and recognized brand is a valuable asset that helps a company boost its revenue and profits, and increases the value of the business.

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Topics: Public Relations, Website, Marketing Tactics, Brand

Is your B2B story sharable, or is it DOA? - Christine Sheppard

20 Jun

Lisa Shepherd

Every business has a story to tell with a beginning, middle and an end. If you haven’t taken the time to write it for yourself, what are your customers ‘reading’ about your brand?

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Topics: Marketing Strategy and Planning, General Business, Brand

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