B2B Marketing Blog

What is Agile Marketing and Why is it Important?

28 Aug

Lisa Shepherd

Agility by definition is the ability to move, think or understand quickly and with ease.[1] Similarly, the goals of Agile Marketing are to improve the speed, predictability, transparency and adaptability to change of a marketing function. The term itself takes its inspiration from Agile software development and it describes the speed at which marketing gets done and how it gets done. But what does this mean for your current B2B marketing strategy and how is it different?



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Topics: B2B Marketing, marketing planning, marketing campaigns, B2B Marketing Strategy, B2B Marketing Planning, B2B marketing tactics, agile marketing, SCRUM

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

Remember to Blog! 3 Reasons Why Blogging is Integral to your Marketing Strategy

22 Aug

Lisa Shepherd

At The Mezzanine Group, we rarely have a marketing strategy that doesn’t include blogging at some interval over the course of the year.  It can’t be replaced by a robust social media strategy and it’s not as outdated as you might think.  As you review your marketing strategy it might be tempting to cut blogs as a supporting tactic.  They are time consuming, and setting a regular pace to produce them can be draining on your marketing team.  However, blogs have many advantages so before you slash this tactic, consider the 3 reasons below why you should keep it.


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Topics: Blogs, marketing planning, marketing strategy

Seven Principles for Creating a Great B2B Video Marketing Plan

22 Apr

Lisa Shepherd

With 96% of B2B companies planning to use video in their content marketing over the next year, videos have become an integral part of B2B marketing strategy.1 Whether it’s a company overview video or product tutorial, videos provide potential and current customers an easy and engaging way to learn more about what a company has to offer.

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Topics: Marketing Strategy and Planning, Marketing Tactics, B2B Marketing, marketing planning, video marketing

Three Key Stats that Demonstrate How the B2B Buying Process Has Changed

15 Apr

Lisa Shepherd

The boom in digital marketing and e-commerce over the last 5-10 years has changed the B2B (business-to-business) buying process significantly. But what’s different and how does it affect your company? Here are 3 key stats, from research done by reputable organizations, that tell you exactly what has shifted and how you, as a business owner, CEO, VP of marketing and sales, or marketing manager, should adjust your B2B marketing strategy to stay current.

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Topics: Marketing Strategy and Planning, Marketing Tactics, B2B Marketing, marketing planning

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