Lisa Shepherd

Lisa Shepherd

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.

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The 5 Things an Effective Strategic Marketing Plan Must Include

Setting out your promotional aims and processes needn’t take long. How to create a lean roadmap to success

12 Steps to Trade Show Success


Without a plan, your industry event is just a paid vacation. How to make it worth the investment

6 Ways to Make Your Company Look Bigger Than It Really Is

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Size equals credibility for many buyers. How to measure up against larger competitors

3 Ways to Spot and Stop Inefficient Marketing

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Not getting enough bang for your marketing buck? What you can do to ensure your efforts and money aren't going to waste

Why Pretty Doesn’t Really Sell

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Churning out attractive marketing materials won’t win you more business. Here’s what will

Who Controls Key Purchasing Decisions Today?

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The ranks of B2B buyers are changing, and you need to adapt your sales and marketing efforts accordingly

Why Your Sales Team is Obsolete

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B2B companies need to stop trying to hire hunters and start adapting to the new buyer

3 Signs That You Should Do Your Own Marketing

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Outsourced marketing isn't for everyone. How to know when to do it in-house

4 Signs That It’s Time to Outsource Your Marketing

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How to know when your internal marketers can't deliver the results you need

3 Vital Steps for Turning Marketing into Sales

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Investing in marketing is a great way to boost revenues. But without a few key changes, you’re wasting your money.

The Only Way to Know What Your Customers Want

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Identifying opportunities and driving sales by analyzing customer data doesn’t make sense for small and mid-sized companies

Readers Choice

The PROFIT 500 Video Series: Work-life balance strategies from the leaders of Canada’s Fastest-Growing Companies