B2B Marketing Blog


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

Baseball to B2B Marketing: 3 Lessons on how to generate success

22 Sep

Lisa Shepherd

For fans of the Toronto Blue Jays, August 2015 was a month for the history books. And now they’ve won the series opener against the New York Yankees.

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Topics: Marketing Consulting, Marketing Strategy and Planning, General Business, Marketing Tactics

How to strike the right balance between sales and marketing

Imagine we are back in 2011. You walk into your company’s HQ happy to hear the phones ringing and your sales team diligently taking orders from new and existing customers. Your sales team – your biggest investment – has once again outdone itself and sold to nearly 85% of in-bound leads. You sit back in your chair and close your eyes – the business is good and you are once again assured that spending as much as you do on sales, and as little as you do on marketing, is the right way to go.

Fast-forward to 2015. You walk into your company’s HQ and for the nth time you notice the murmur coming from the salesroom.

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Topics: General Business, Marketing Tactics

Should you replace your weak sales people with marketers?

25 Aug

Lisa Shepherd

This article originally appeared on B2B News Network.

Cold calling - a thing of the past?

One of the questions we were asked at our Marketing Speed Dating session came from the CEO of a B2B services company in a mature industry. The question was, “I currently have sales people doing cold calling, but I’m wondering if I should switch them over to doing marketing.”

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Topics: Marketing Consulting, General Business, Competitive Intelligence

Before you call a marketing consultant

It’s that time of year again. You know, when you’re thinking about your marketing efforts of the past year, and wondering if some outside help is the best way to get your marketing function working the way it should. We know - we hear from a lot of executives of B2B companies starting at this time of year.  

Before you get in touch with a marketing consultant, there are a few things that we at Mezzanine think you should consider. After all, when you make that phone call or write that email, you want to be able to tell the consultant what it is you need!

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Topics: Marketing Consulting, Marketing Strategy and Planning, General Business

Deadly Sin of Marketing #1: Lacking a Marketing Strategy and Plan

Whether it’s planning a vacation, driving to work or buying a new home, you always need a plan. B2B marketing is no different. It's fun to do marketing activities - but it's even better to do activities that lead to marketing results.  That's why a plan is critical - it ensures that you know what direction you want to go in and are moving towards them.  But what should you include in your plan?  This blog post outlines the key elements of a marketing strategy.  

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Topics: Marketing Strategy and Planning, Blogs, General Business, Marketing Tactics, B2B Buyer Behaviour, The Radical Sales Shift

How Many Sales Calls is Too Many?

26 Sep

Lisa Shepherd

In the last few weeks, I’ve had two sales people calling me very persistently, calling four or five times in a ten-day period. Since I’m not often at my desk, I ended up with endless voicemails exhorting me to return their call. It was like getting spam on my phone. And the worst part was that I had no idea when—or if—these salespeople would ever stop calling. So, I finally returned their calls and told them (rather rudely, I’ll admit) that I wasn’t interested and that their relentless messages were both annoying and unprofessional.

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Topics: General Business

10 steps to help you build your CASL compliancy action plan

08 May

Lisa Shepherd

To the dismay of many marketers, Canada’s Anti-Spam Legislation (CASL) will come into effect July 1, 2014. As one of the most aggressive anti-spam laws in the world, CASL has created quite a buzz, and for many, what appears to be a lot of new work.

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Topics: Marketing Strategy and Planning, General Business

Introduction to CASL: Canada’s Anti-Spam Legislation

01 May

Lisa Shepherd

As you may be aware, Canada’s anti-spam legislation (known as “CASL”) will come into effect on July 1, 2014; it is designed to regulate how commercial electronic messages (“CEMs”) are sent and received in the Canadian market place. Going beyond simply regulating “spam” that all email users get, this legislation will facilitate the creation of a consent-based system that will apply to almost all electronic messages sent for commercial purposes. Whereas the US CAN-SPAM Act relies on opt-out consent (i.e., a functioning unsubscribe mechanism), CASL requires explicit opt-in consent.

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Topics: Marketing Strategy and Planning, General Business

What takes a leader from ‘Good to Great’?

04 Mar

Julia Stowell

What do you need to do to become a more effective leader and take your company to the next level in 2014? Marketing Director Julia Stowell recaps some of the important learnings from Jim Collins’ business classic ‘Good to Great’.

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Topics: Industries, General Business, Manufacturing, Business Services

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