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

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

3 Marketing Ideas Worth Stealing Today

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Smart and effective tactics you can copy

The Surprising Way Marketing Helps You Nab Young Workers

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The best way to entice 20- and 30-somethings to join your staff may come from your marketing department

The 2 Things on Every Great Marketer’s Resumé

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The easy and remarkably effective way to screen out candidates not worth interviewing

How to Market to Disaster Victims

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The fine art of promoting your disaster-recovery services without seeming like a jerk

3 Powerful Tools to Help You Get More Done

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Cheap—or free—software that can make you a more productive business owner

How to Make Google AdWords Pay

Poorly executed AdWords campaigns lead to ads that are dead on arrival, producing practically no increase in sales.

Don't waste money on ads that don't work. Learn how to get results from a paid search campaign

The Surprising Way to Boost Business Value

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Even if your sales are high, shoddy marketing can still hurt you

The 4 Marketing Manager Types You Must Avoid

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How to makes sure you don't hire that marketer who rocks the job interview but ends up being a bad fit

B2B Sites Don’t Have to Stink

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How to know if your business-to-business site is lame—and how to fix it if it is

The ‘Just Right’ B2B Marketing Budget

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A quick and straightforward primer on how B2B companies can figure out how much to spend on marketing

Readers Choice

Selling a business doesn’t always mean happily-ever-after. Here are 3 of the most common things that go wrong