B2B Marketing Blog

5 Reasons to Start with Digital Marketing

14 Aug

Lisa Shepherd

Let’s start by defining digital marketing. Digital marketing is marketing using digital tools, such as paid advertising, social media, video, email marketing and blogging. Conversely, traditional marketing includes avenues such as tradeshows, print ads, radio, tv and direct mail.  Digital marketing is cost efficient and also easily allows you to measure, monitor, analyze and test your efforts.  Here are a few reasons why you need to think digital before allocating your budget to traditional marketing.  

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Topics: Social Media, SEO, Website, Email Marketing, B2B Marketing, video marketing, blogging, B2B marketing tactics, digital marketing

Email Segmentation and Why It Matters

10 Apr

Lisa Shepherd

In today’s world, online B2B marketing is an efficient and cost effective way of advertising your business to a broad audience. Whether you want to sell to a certain demographic or geographical area, email segmentation is an effective digital B2B marketing tool. It is a tool that all companies should use to introduce a certain product or service that resonates with their target audience. This blog will provide an overview on different approaches you can take when it comes to email segmentation.

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Topics: Marketing Strategy and Planning, Marketing Tactics, Email Marketing, B2B Marketing, Email, marketing strategy, B2B Marketing Strategy, B2B marketing tactics, email segmentation

Tips to Improve Email Engagement

30 Jan

Lisa Shepherd

Email marketing is one of the most popular tools in the business to business marketing tool-belt. It is predicted that by 2020 there will be over 3 billion email users worldwide![i] Email marketing makes it easy to communicate with your mailing list for little to no money. However, while email marketing is a handy tool, it is not always easy to garner the results that you want from your email campaigns. How do you get more people to open your emails? How do you convert these opens to clicks and how do you convert these clicks to actions? Here are some simple tips to improve your email engagement:


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Topics: Marketing Strategy and Planning, Marketing Tactics, Email Marketing, B2B Marketing, Email, marketing strategy, B2B Marketing Strategy, tactical marketing, B2B marketing tactics

Five Tips for Leveraging Email to Re-Engage Existing Clients

16 Jan

Lisa Shepherd

When it comes to marketing products and services in the B2B industry, marketers put a lot of focus on strategies that support the sales team in bringing their prospects to the closed-won opportunity stage of the pipeline. Oftentimes, they forget to implement a marketing strategy that will pique the interest of their easiest audience to retain – their existing clients – to keep them coming back for more. One of the easiest and most cost-effective ways to engage inactive customers, keep current customers in the loop, and even create upsell opportunities to committed clients is the use of email.

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Topics: Marketing Strategy and Planning, Marketing Tactics, Email Marketing, B2B Marketing, Email, marketing strategy, B2B Marketing Strategy, tactical marketing, B2B marketing tactics

10 Marketing Automations Myths That Need to be Debunked

12 Sep

Lisa Shepherd

There are many common misconceptions about marketing automation. As a result, myths abound about what this technology can (and can’t) do for B2B marketing teams. Our goal is to debunk some of those myths so you can harness the power that marketing automation brings. 


Top Ten Myths About Marketing Automation:

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Topics: Email Marketing, marketing strategy, Marketing Automation, Marketing Plan

Is Email Marketing Still Important?

15 Aug

Lisa Shepherd

Top reasons why email marketing is still an effective form of communication for businesses of all sizes.

Email_Marketing.jpgSpammers, scammers, wheelers and dealers, these days everyone is trying to get into your inbox. According to the Radicati Group Email Statistics Report 2015-2019, the number of emails sent and received per day total over 205 billion. In 2015 there were also 4.4 million email accounts worldwide with 2.6 billion account users with account users averaging 1.7 email accounts each. 1 That’s a lot of email. If you are wondering if your company’s email campaign stands out amid all the noise, and if it is even worth it to continue sending email marketing campaigns to your audience, the short answer is...Yes!


Email has been around for a long time and it is a tried and true marketing tactic that is still important for businesses of every size. Let’s go through the top reasons why email marketing is still worth it:

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Topics: Email Marketing, Email, marketing strategy, B2B Marketing Strategy

Five CASL Compliant Ways to Add Subscribers to Your Email Database

13 May

Lisa Shepherd

On July 1st, 2014, Canada’s Anti-Spam Legislation (CASL) came into effect. Essentially, CASL mandates that organizations that send commercial or promotional information via electronic message to customers and prospects must have consent to do so. Consent can be express (the person has given the organization explicit permission, written or recorded verbal, to contact them) or implicit (the person has given the organization implied permission, such as an existing business relationship, to contact them).

On July 1st, 2017, the CASL laws become tighter and implied consent will no longer be valid – all organizations will be required to have express consent from everyone on their email contact list.

So how does an organization grow their email list when CASL compliancy seems so daunting? We, at The Mezzanine Group, put our heads together and came up with the following five CASL compliant ways to add subscribers to your email list and get your organization’s message across to the people who want to hear it most.

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Topics: Email Marketing, CASL, Email List, Email

8 Steps To Make Your Email Marketing More Effective 

Despite rumours to the contrary, email marketing is still one of the best ways to connect with business to business (B2B) buyers. It’s used by over 90% of companies and is among the highest ROI marketing tactics available.  Sure, it’s not as easy as it once was to get your emails into the hands of your target customers. Recipients are more cynical about email and faster than ever to hit the delete button if your content isn’t highly compelling.    

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Topics: Website, Blogs, Email Marketing, Marketing ROI, Marketing Budget and Measurement

A Marketing Consultant's Cardinal Rule of Five: How to be remembered

05 Aug


Remember: For a message to make an impression it needs to be seen or heard at least 5 times.

You're writing it, but are people reading it?

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Topics: Marketing Strategy and Planning, Marketing Tactics, Email Marketing

Seven great ways to repurpose your B2B marketing content

03 Apr

Lisa Shepherd

Have a great database of original content? Make the best use of your material by repurposing it in a variety of different ways and media.

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Topics: Social Media, Public Relations, Marketing Strategy and Planning, Blogs, Email Marketing

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