Lisa Shepherd

Lisa Shepherd

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.

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How Much Does Good Marketing Really Cost?

It varies from industry to industry, but here's what you can expect to fork out

The First Thing You Should Do In Marketing

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Don't just pick a few tactics and hope for the best. Smart leaders take a more strategic approach

The Real Time Commitment of Smart Marketing

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If you want to build awareness of your brand, you have to devote resources—some of them internal—to the cause

How to Tell if Your Marketing is Working

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If you're not getting results after 4 months, it's time to ask some serious questions—including whether the problem falls with you

When Will Your Marketing Pay Off?

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You'll need to wait at least 100 days to start getting a return on investment. And it's unrealistic to expect otherwise

The 7 Elements of Great B2B Marketing

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The attributes you really need to make a splash in today's competitive environment

Killer Interview Questions for Marketers

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Hiring someone to build your firm's brand? Asking these four things will help you to separate the experts from the noisemakers

The 3 Elements of Great Marketing Managers

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What to look for, and prioritize, when choosing someone to lead your B2B firm's campaigns

Do You Really Need a Marketing Manager?

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The changing purchasing landscape has many B2B firms scrambling to hire marketers, but it's best not to rush the decision

How Many Sales Calls is Too Many?

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Some no-holds-barred advice from a business veteran who receives too many bad pitches, too often

Why You SHOULDN’T Try to Be Better Than the Competition

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Outperforming the other guys can be very bad for business. How to take a smarter approach to winning clients

Readers Choice

Reviving a fading player in a highly competitive market is no easy task, but the first-time chief executive has a plan