Lisa Shepherd is author of Market Smart: How to Gain Customers and Increase Profits with B2B Marketing and president of The Mezzanine Group, a business-to-business strategy and marketing company based in Toronto. She was the youngest female CEO of a PROFIT 200 company in 2007 and 2008 and is a frequent public speaker on B2B marketing strategy and execution.
Outsourced marketing isn't for everyone. How to know when to do it in-house
How to know when your internal marketers can't deliver the results you need
Investing in marketing is a great way to boost revenues. But without a few key changes, you’re wasting your money.
Identifying opportunities and driving sales by analyzing customer data doesn’t make sense for small and mid-sized companies
It varies from industry to industry, but here's what you can expect to fork out
Don't just pick a few tactics and hope for the best. Smart leaders take a more strategic approach
If you want to build awareness of your brand, you have to devote resources—some of them internal—to the cause
If you're not getting results after 4 months, it's time to ask some serious questions—including whether the problem falls with you
You'll need to wait at least 100 days to start getting a return on investment. And it's unrealistic to expect otherwise
The attributes you really need to make a splash in today's competitive environment
Hiring someone to build your firm's brand? Asking these four things will help you to separate the experts from the noisemakers