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.
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
What to look for, and prioritize, when choosing someone to lead your B2B firm's campaigns
The changing purchasing landscape has many B2B firms scrambling to hire marketers, but it's best not to rush the decision