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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.
21 Sep 2018

5 Ways to Calculate if You Should Exhibit at that Trade Show

Exhibiting at trade shows is still one of the most common and powerful ways to generate leads for business-to-business (B2B) companies. Trade shows come with two challenges. T...

18 Sep 2018
| 3 min read

Hate the Idea of a Marketing Consultant? Here Are 5 Ways They're Worth It.

Smart people know that they can’t possibly know everything. This is particularly true in business. The creative genius can’t sell their way out of a wet paper bag. The sales g...

13 Sep 2018
B2B content marketing | 8 min read

15 Tips to Get Your Content Noticed

Did you know that 91% of B2B marketers use content marketing1 because it generates three times as many leads as outbound marketing and costs 62% less?2 

10 Sep 2018
lead generation | 6 min read

Should You Pay Commission to Your Director of Demand Generation

Directors of Demand Generation are usually responsible for creating, generating, executing, monitoring and reporting on campaigns that bring in net new contacts or help existi...

04 Sep 2018

3 Reasons that B2B Companies Should Invest in Paid Social Now

Only 32% of B2B marketers used paid ads on social media as part of their marketing strategy in 20171. That means that many B2B marketers missed an opportunity to grow their br...

24 Aug 2018

Triple Your Product Launch Success through a Formal Product Launch

The product launch is the most critical and vulnerable point of the product development process. But too many companies treat it as an afterthought. B2B companies aren't alway...

16 Aug 2018
Marketing Automation | 6 min read

The Biggest Reason NOT to Use Marketing Automation (and Five Reasons You Should)

B2B companies are moving fast towards marketing automation. In a survey by Econsultancy in 2017, 53% of marketers said their firm is currently using marketing automation and a...

02 Aug 2018
content marketing | 6 min read

What is Content Marketing and How Does it Grow B2B Companies?

According to The Content Marketing Institute, an overwhelming 91% of B2B marketers use content marketing. Based on this statistic, most people would conclude that there's almo...

30 Jul 2018

2018 B2B Marketing Benchmark Study for Small and Mid-Sized Companies

For anyone who runs a B2B company and is responsible for marketing (either formally or informally), you know the frustration of trying to measure your marketing performance an...

28 Jul 2018

B2B Marketing Benchmark Study Questions

We've fielded 2 previous B2B marketing benchmark studies for small and mid-sized companies. The first was in 2012 and again in 2015. We're fielding the next study in September...