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.
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
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