B2B Marketing Blog

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

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

4 Reasons to Invest in SEO

12 Jun

Lisa Shepherd

When was the last time you Googled for the services/products you offer? Go ahead and try it now.  If your company does not show up in the search results, you need to get to work on your Search Engine Optimization (SEO).

Online marketing is one of the most successful tools used to maintain brand awareness and drive sales.  However, it’s not just about having a marketing plan that includes website and social media presence.  It’s about showing up at the top of search engines and ahead of your competition.  70-80% of users ignore the paid ads, focusing on the organic results.   SEO will help you drive traffic to your website through organic, editorial and natural search results on search engines.  There is a starter guide created by Google you can check out by clicking here. It provides a step by step guide on how to set up your website by improving your site structure, optimizing content, dealing with crawlers, and enhancing mobile presence. It’s a great place for you to start. 

SEO is extremely important for the survival of your business.  It will require you to invest your time, but it will provide a major return.

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Topics: SEO, Marketing Strategy and Planning, Marketing Tactics, Strategic Marketing Planning, B2B Marketing, B2B Strategic Marketing Planning, CASL, marketing strategy, B2B Marketing Strategy, Marketing Plan, B2B marketing tactics, strategic marketing

23 Practical Tips for Strategic Marketing Planning

12 Dec

Lisa Shepherd

We’ve all read the articles, whitepapers and books on strategic marketing planning.  And we’ve even learned some great academic frameworks and concepts from those sources for building strategic marketing plans. 

But when you’re in the thick of writing a plan for your company, what you really value is practical advice. Those little tips and insights that come from people who’ve been there and done that, and that help you avoid pitfalls and end up with a plan that is actionable and useful

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

What’s marketing worth for your business?

26 Sep

Lisa Shepherd

Here’s a formula to help you evaluate. 

Leaders of business-to-business (B2B) companies often wonder if the cost of marketing is going to be worth the rewards.  They wonder what kind of return they will get if they implement a full marketing plan that goes beyond the basic minimums of marketing.  For most B2B companies, who have traditionally relied on sales people to generate revenues, it’s difficult to determine how the investment that marketing entails will deliver the results that will make all the work pay off.   

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Topics: marketing strategy, B2B Marketer, Strategic thinker, Marketing Plan

Is your marketer brain dead?

19 Sep

Lisa Shepherd

When I saw this comic, I gasped.  I sent it to my colleague, and we both gasped some more.  We agreed that the comic portrays a real and unfortunate perception – that if an employee can’t do anything else, send them to work in marketing. 

This perception is a major reason that marketing is so maligned as a business function, and fails to deliver results for a lot of companies. A lot of business people - especially in B2B companies – believe that marketers and their trade are fluffy nonsense that can’t contribute to the bottom line.   

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Topics: marketing strategy, B2B Marketer, Strategic thinker, Marketer, tactical marketing, Marketing Plan, marketing function