--- title: B2B Growth Blog | Mezzanine Growth | Lisa Shepherd description: Lisa Shepherd is founder and principal of The Mezzanine Group, a B2B marketing company with offices in Toronto and Calgary. --- [Skip to content](https://mezzaninegrowth.com/blog/author/lisa-shepherd#main-content) [![mezzanine-logo-2026-light-orange-tagline (1)](https://mezzaninegrowth.com/hs-fs/hubfs/mezzanine-logo-2026-light-orange-tagline%20(1).webp?width=2075&height=441&name=mezzanine-logo-2026-light-orange-tagline%20(1).webp) ![mezzanine-logo-2026-light-orange-tagline (1)](https://mezzaninegrowth.com/hs-fs/hubfs/mezzanine-logo-2026-light-orange-tagline%20(1).webp?width=2075&height=441&name=mezzanine-logo-2026-light-orange-tagline%20(1).webp)](https://468176.hs-sites.com/) - [What we do](https://mezzaninegrowth.com/b2b-growth-marketing-solutions) Show submenu for What we do - [Solutions overview](https://mezzaninegrowth.com/b2b-growth-marketing-solutions) - [• Growth engine programs](https://mezzaninegrowth.com/b2b-growth-engine-solutions) - 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[What we do](https://mezzaninegrowth.com/b2b-growth-marketing-solutions) Show submenu for What we do - [Solutions overview](https://mezzaninegrowth.com/b2b-growth-marketing-solutions) - [• Growth engine programs](https://mezzaninegrowth.com/b2b-growth-engine-solutions) - [• Marketing outsourcing](https://mezzaninegrowth.com/b2b-marketing-outsourcing-staffing) - [• Technology solutions](https://mezzaninegrowth.com/b2b-martech-solutions) - [• AI-SEO and paid search](https://mezzaninegrowth.com/b2b-seo-and-paid-search-services) - [• Content strategy and creation](https://mezzaninegrowth.com/b2b-content-strategy-and-creation-services) - [• Lead generation](https://mezzaninegrowth.com/b2b-lead-generation-services) - [• Website design and development](https://mezzaninegrowth.com/b2b-website-design-and-development-services) - [Capabilities and expertise](https://mezzaninegrowth.com/b2b-growth-marketing-agency-services) - Who we help Show submenu for Who we help - [Business leaders](https://mezzaninegrowth.com/b2b-outsourced-marketing-solutions-business-leaders) - [Marketing leaders](https://mezzaninegrowth.com/b2b-marketing-agency-solutions-marketing-leaders) - [Clients](https://mezzaninegrowth.com/mezzanine-growth-clients-list) Show submenu for Clients - [Client list](https://mezzaninegrowth.com/mezzanine-growth-clients-list) - [Testimonials](https://mezzaninegrowth.com/b2b-growth-agency-client-testimonials) - [Resources](https://mezzaninegrowth.com/b2b-growth-marketing-resources) Show submenu for Resources - [Blog](https://mezzaninegrowth.com/blog) - [News](https://info.mezzaninegrowth.com/blog/topic/news) - [Books](https://mezzaninegrowth.com/b2b-growth-marketing-resources?tag=tag__Books) - [Case studies](https://mezzaninegrowth.com/b2b-growth-marketing-resources?tag=tag__CaseStudies) - [Guides](https://mezzaninegrowth.com/b2b-growth-marketing-resources?tag=tag__Guides) - [About](https://mezzaninegrowth.com/mezzanine-b2b-growth-marketing-agency) Show submenu for About - [About Mezzanine](https://mezzaninegrowth.com/mezzanine-b2b-growth-marketing-agency) - [Team](https://mezzaninegrowth.com/b2b-marketing-team-b2b-marketing-agency) - [Careers](https://mezzaninegrowth.com/b2b-growth-marketing-agency-careers) - [Partners](https://mezzaninegrowth.com/partners-mezzanine-growth-outsourced-marketing) - [Contact](https://mezzaninegrowth.com/contact-b2b-growth-marketing-agency-toronto) Open main navigation Close main navigation Open search Close search # B2B marketing blog ### Search Blog Posts ![Lisa Shepherd](https://app.hubspot.com/settings/avatar/99a525bf72a308b855708c7b062c8833) # Posts by Lisa Shepherd: Lisa Shepherd is founder and principal of The Mezzanine Group, a B2B marketing company with offices in Toronto and Calgary. [![The Best B2B Marketing Advice I’ve Ever Gotten](https://mezzaninegrowth.com/hs-fs/hubfs/advice.png?width=700&height=400&name=advice.png)](https://mezzaninegrowth.com/blog/the-best-b2b-marketing-advice-ive-ever-gotten) [B2B Marketing](https://mezzaninegrowth.com/blog/topic/b2b-marketing) 5 min read. ## [The Best B2B Marketing Advice I’ve Ever Gotten](https://mezzaninegrowth.com/blog/the-best-b2b-marketing-advice-ive-ever-gotten) ![Picture of Lisa Shepherd](https://app.hubspot.com/settings/avatar/99a525bf72a308b855708c7b062c8833) [Lisa Shepherd](https://mezzaninegrowth.com/blog/author/lisa-shepherd) Oct 19, 2021, 10:53:14 AM We asked our fellow B2B marketing gurus for the best advice they’ve ever received (or given) in... [Read more](https://mezzaninegrowth.com/blog/the-best-b2b-marketing-advice-ive-ever-gotten) [![Does Your B2B Need a Data Cockpit? 5 Takeaways From McKinsey’s Latest Article On Improving B2B Sales Performance](https://mezzaninegrowth.com/hs-fs/hubfs/cockpit.png?width=700&height=400&name=cockpit.png)](https://mezzaninegrowth.com/blog/does-your-b2b-need-a-data-cockpit-5-takeaways-from-mckinseys-latest-article-on-improving-b2b-sales-performance) [Marketing Strategy and Planning](https://mezzaninegrowth.com/blog/topic/marketing-strategy-and-planning), [B2B Sales](https://mezzaninegrowth.com/blog/topic/b2b-sales) 2 min read. ## [Does Your B2B Need a Data Cockpit? 5 Takeaways From McKinsey’s Article on Improving B2B Sales Performance](https://mezzaninegrowth.com/blog/does-your-b2b-need-a-data-cockpit-5-takeaways-from-mckinseys-latest-article-on-improving-b2b-sales-performance) ![Picture of Lisa Shepherd](https://app.hubspot.com/settings/avatar/99a525bf72a308b855708c7b062c8833) [Lisa Shepherd](https://mezzaninegrowth.com/blog/author/lisa-shepherd) Jun 1, 2021, 9:36:14 AM McKinsey recently published a new Sales & Marketing Insights article called Commercial performance... [Read more](https://mezzaninegrowth.com/blog/does-your-b2b-need-a-data-cockpit-5-takeaways-from-mckinseys-latest-article-on-improving-b2b-sales-performance) [![](https://mezzaninegrowth.com/hs-fs/hubfs/toolboxleadgen.png?width=700&height=400&name=toolboxleadgen.png)](https://mezzaninegrowth.com/blog/taking-care-of-business-by-outsourcing-lead-generation) [Outsourced Marketing](https://mezzaninegrowth.com/blog/topic/outsourced-marketing), [Lead Generation](https://mezzaninegrowth.com/blog/topic/lead-generation) 3 min read. ## [Taking Care Of Business By Outsourcing Lead Generation](https://mezzaninegrowth.com/blog/taking-care-of-business-by-outsourcing-lead-generation) ![Picture of Lisa Shepherd](https://app.hubspot.com/settings/avatar/99a525bf72a308b855708c7b062c8833) [Lisa Shepherd](https://mezzaninegrowth.com/blog/author/lisa-shepherd) Feb 9, 2021, 11:48:15 AM The future awaits for your business-to-business (B2B) company. Is it time to grow your toolbox and... [Read more](https://mezzaninegrowth.com/blog/taking-care-of-business-by-outsourcing-lead-generation) [![](https://mezzaninegrowth.com/hs-fs/hubfs/eternal%20damnation%20mezz.png?width=700&height=400&name=eternal%20damnation%20mezz.png)](https://mezzaninegrowth.com/blog/are-you-ruining-your-marketing-budget) [Marketing Budget](https://mezzaninegrowth.com/blog/topic/marketing-budget), [B2B Marketing](https://mezzaninegrowth.com/blog/topic/b2b-marketing) 2 min read. ## [Are You Ruining Your Marketing Budget?](https://mezzaninegrowth.com/blog/are-you-ruining-your-marketing-budget) ![Picture of Lisa Shepherd](https://app.hubspot.com/settings/avatar/99a525bf72a308b855708c7b062c8833) [Lisa Shepherd](https://mezzaninegrowth.com/blog/author/lisa-shepherd) Feb 2, 2021, 10:44:38 AM ‘Ruining' is a provocative word! It’s full of emotion and anticipated disappointment. It makes you... [Read more](https://mezzaninegrowth.com/blog/are-you-ruining-your-marketing-budget) [![Generating Buzz For An Innovative Technology Company](https://mezzaninegrowth.com/hs-fs/hubfs/BVT%20case%20study%20article.png?width=700&height=400&name=BVT%20case%20study%20article.png)](https://mezzaninegrowth.com/blog/generating-buzz-for-an-innovative-technology-company) [Marketing Strategy and Planning](https://mezzaninegrowth.com/blog/topic/marketing-strategy-and-planning), [B2B Marketing](https://mezzaninegrowth.com/blog/topic/b2b-marketing) 2 min read. ## [Generating Buzz For An Innovative Technology Company](https://mezzaninegrowth.com/blog/generating-buzz-for-an-innovative-technology-company) ![Picture of Lisa Shepherd](https://app.hubspot.com/settings/avatar/99a525bf72a308b855708c7b062c8833) [Lisa Shepherd](https://mezzaninegrowth.com/blog/author/lisa-shepherd) Jan 26, 2021, 8:00:00 AM Bee Vectoring Technologies (BVT) is doing something no one has done before: harnessing nature's... [Read more](https://mezzaninegrowth.com/blog/generating-buzz-for-an-innovative-technology-company) [![4 Key Takeaways From CMI's Manufacturing Content Marketing 2020 Report](https://mezzaninegrowth.com/hs-fs/hubfs/content%20marketing%20cmi%202021.png?width=700&height=400&name=content%20marketing%20cmi%202021.png)](https://mezzaninegrowth.com/blog/4-key-takeaways-from-cmis-manufacturing-content-marketing-2020-report) [Marketing ROI](https://mezzaninegrowth.com/blog/topic/marketing-roi), [Manufacturing](https://mezzaninegrowth.com/blog/topic/manufacturing), [Content Marketing](https://mezzaninegrowth.com/blog/topic/content-marketing) 3 min read. ## [4 Key Takeaways From CMI's Manufacturing Content Marketing 2020 Report](https://mezzaninegrowth.com/blog/4-key-takeaways-from-cmis-manufacturing-content-marketing-2020-report) ![Picture of Lisa Shepherd](https://app.hubspot.com/settings/avatar/99a525bf72a308b855708c7b062c8833) [Lisa Shepherd](https://mezzaninegrowth.com/blog/author/lisa-shepherd) Jan 19, 2021, 8:30:00 AM Every year, the Content Marketing Institute (CMI) conducts an annual marketing survey, looking at... [Read more](https://mezzaninegrowth.com/blog/4-key-takeaways-from-cmis-manufacturing-content-marketing-2020-report) [![10 Tips For An Unforgettable Virtual Event](https://mezzaninegrowth.com/hs-fs/hubfs/10tipsforunforgettablevirtualevent.png?width=700&height=400&name=10tipsforunforgettablevirtualevent.png)](https://mezzaninegrowth.com/blog/10-tips-for-an-unforgettable-virtual-event) [B2B Marketing](https://mezzaninegrowth.com/blog/topic/b2b-marketing), [Virtual Events](https://mezzaninegrowth.com/blog/topic/virtual-events) 4 min read. ## [10 Tips For An Unforgettable Virtual Event](https://mezzaninegrowth.com/blog/10-tips-for-an-unforgettable-virtual-event) ![Picture of Lisa Shepherd](https://app.hubspot.com/settings/avatar/99a525bf72a308b855708c7b062c8833) [Lisa Shepherd](https://mezzaninegrowth.com/blog/author/lisa-shepherd) Jan 8, 2021, 10:13:09 AM For the time being, IRL events have gone the way of the dodo: right now, we’re all virtual, all the... [Read more](https://mezzaninegrowth.com/blog/10-tips-for-an-unforgettable-virtual-event) [![Demand Generation and Lead Generation: What's the Difference?](https://mezzaninegrowth.com/hs-fs/hubfs/demand%20generation%20versus%20lead%20generation.png?width=700&height=400&name=demand%20generation%20versus%20lead%20generation.png)](https://mezzaninegrowth.com/blog/demand-generation-and-lead-generation-whats-the-difference) [Lead Generation](https://mezzaninegrowth.com/blog/topic/lead-generation) < 1min read. ## [Demand Generation And Lead Generation: What's The Difference?](https://mezzaninegrowth.com/blog/demand-generation-and-lead-generation-whats-the-difference) ![Picture of Lisa Shepherd](https://app.hubspot.com/settings/avatar/99a525bf72a308b855708c7b062c8833) [Lisa Shepherd](https://mezzaninegrowth.com/blog/author/lisa-shepherd) Nov 19, 2020, 8:30:00 AM Many marketing teams think they are doing demand generation, when in fact they are focused only on... [Read more](https://mezzaninegrowth.com/blog/demand-generation-and-lead-generation-whats-the-difference) [![Are Google Ads Worth The Money for B2B Lead Generation](https://mezzaninegrowth.com/hs-fs/hubfs/Google%20Ads.png?width=700&height=400&name=Google%20Ads.png)](https://mezzaninegrowth.com/blog/are-google-ads-worth-the-money-for-b2b-lead-generation) [Lead Generation](https://mezzaninegrowth.com/blog/topic/lead-generation) 6 min read. ## [Are Google Ads Worth The Money For B2B Lead Generation?](https://mezzaninegrowth.com/blog/are-google-ads-worth-the-money-for-b2b-lead-generation) ![Picture of Lisa Shepherd](https://app.hubspot.com/settings/avatar/99a525bf72a308b855708c7b062c8833) [Lisa Shepherd](https://mezzaninegrowth.com/blog/author/lisa-shepherd) Oct 29, 2020, 12:00:53 PM The answer is yes...and here's why. There's a perception in the business-to-business (B2B) world... [Read more](https://mezzaninegrowth.com/blog/are-google-ads-worth-the-money-for-b2b-lead-generation) [![How To Re-Balance Sales And Marketing To Accelerate Growth](https://mezzaninegrowth.com/hs-fs/hubfs/balance%20between%20sales%20and%20marketing.png?width=700&height=400&name=balance%20between%20sales%20and%20marketing.png)](https://mezzaninegrowth.com/blog/the-right-balance-between-sales-and-marketing) [Marketing Budget](https://mezzaninegrowth.com/blog/topic/marketing-budget), [B2B Sales](https://mezzaninegrowth.com/blog/topic/b2b-sales) 3 min read. ## [How To Re-Balance Sales And Marketing To Accelerate Growth](https://mezzaninegrowth.com/blog/the-right-balance-between-sales-and-marketing) ![Picture of Lisa Shepherd](https://app.hubspot.com/settings/avatar/99a525bf72a308b855708c7b062c8833) [Lisa Shepherd](https://mezzaninegrowth.com/blog/author/lisa-shepherd) Oct 22, 2020, 11:41:37 AM Imagine it's 2014 and you're the VP of Sales & Marketing for a company that sells technical and... 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