Lisa Shepherd is author of the new book The Radical Sales Shift: 20 Lessons from 20 Leaders on How to Use Marketing to Grow Sales in B2B Companies and president of The Mezzanine Group, a business-to-business strategy and marketing company based in Toronto. She has been the youngest female CEO on PROFIT's Ranking of Canada’s Fastest Growing Companies and is a frequent public speaker on B2B marketing strategy and execution.
Setting out your promotional aims and processes needn’t take long. How to create a lean roadmap to success
Without a plan, your industry event is just a paid vacation. How to make it worth the investment
Size equals credibility for many buyers. How to measure up against larger competitors
Not getting enough bang for your marketing buck? What you can do to ensure your efforts and money aren't going to waste
Churning out attractive marketing materials won’t win you more business. Here’s what will
The ranks of B2B buyers are changing, and you need to adapt your sales and marketing efforts accordingly
B2B companies need to stop trying to hire hunters and start adapting to the new buyer
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