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Lisa Shepherd

Lisa Shepherd is founder and principal of The Mezzanine Group, a B2B marketing company with offices in Toronto and Calgary.
13 Feb 2019
B2B Marketing Planning | 6 min read

Top 3 Reasons That B2B Marketers Use Corporate Social Responsibility In Their Marketing Plans

A lot of B2B marketers wonder if Corporate Social Responsibility (CSR) programs are relevant for small and mid-sized companies. They feel that CSR is the territory of Fortune ...

11 Feb 2019
lead generation | 8 min read

The 5 Most Common B2B Lead Generation Mistakes - And How To Fix Them

Lead generation is one of the highest priorities of business-to-business marketers. It has consistently been at the top or very near the top of the list of priorities for B2B ...

06 Feb 2019

How To Find The Perfect Marketing Manager

Many business-to-business (B2B) companies are recruiting for a marketing manager right now. For many smaller B2B companies, it's the first time they've hired for the role. And...

04 Feb 2019
B2B content marketing | 9 min read

How To Be A Great Subject Matter Expert

Have you been identified as a subject matter expert by your company’s marketing team? While there are few engineers, technicians, and other skilled professionals who walk arou...

30 Jan 2019

The Business Case For Marketing In A B2B Company

Leaders of business-to-business companies (businesses that sell to other companies rather than to individual consumers) often wonder if the cost of marketing is worth the rewa...

28 Jan 2019
Marketing Tactics | 8 min read

The Best Podcasts For Business-to-Business Marketers

Podcasts are taking the world by storm. They’ve grown exponentially in recent years, and show no signs of slowing. There are podcasts on every imaginable topic - from pop cult...

23 Jan 2019
marketing strategy | 7 min read

Staff Picks: Top 10 B2B Sales & Marketing Articles Of 2018

sometimes the unsung heroes need to have the spotlight shone on them. That's the case with our Staff Picks: Top 10 B2B Sales & Marketing Articles of 2018. These are the posts ...

21 Jan 2019
Outsourced Marketing | 7 min read

3 Questions To Help You Evaluate Marketing Companies

The process of evaluating marketing companies and choosing a marketing partner is filled with uncertainty. There are so many different kinds of marketing companies, with varyi...

17 Jan 2019
Outsourced Marketing | 9 min read

The 4 Marketing Manager Types To Avoid

One of the most common hires that business-to-business (B2B) companies are making now is a marketing manager. With changes in how buying decisions are made, B2B companies are ...

15 Jan 2019
Outsourced Marketing | 7 min read

Do You Need A Marketing Manager Or Should You Hire A Marketing Company?

The changing purchasing landscape has many B2B firms scrambling to hire marketing managers, but it's best not to rush the decision.This is the first part in a three-part serie...