--- title: B2B Growth Blog | Mezzanine Growth | Lisa Shepherd (17) description: Lisa Shepherd is founder and principal of The Mezzanine Group, a B2B marketing company with offices in Toronto and Calgary. 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[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. [![Inbound_Marketing.jpg](https://mezzaninegrowth.com/hs-fs/hubfs/blog-files/Inbound_Marketing.jpg?width=700&height=400&name=Inbound_Marketing.jpg)](https://mezzaninegrowth.com/blog/the-basics-of-inbound-marketing) [Marketing Strategy and Planning](https://mezzaninegrowth.com/blog/topic/marketing-strategy-and-planning), [B2B Marketing](https://mezzaninegrowth.com/blog/topic/b2b-marketing), [Inbound Marketing](https://mezzaninegrowth.com/blog/topic/inbound-marketing) 2 min read. ## [The Basics of Inbound Marketing](https://mezzaninegrowth.com/blog/the-basics-of-inbound-marketing) ![Picture of Lisa Shepherd](https://app.hubspot.com/settings/avatar/99a525bf72a308b855708c7b062c8833) [Lisa Shepherd](https://mezzaninegrowth.com/blog/author/lisa-shepherd) Aug 8, 2016, 10:26:25 AM Not only has the way we buy changed, the way we want to be marketed to has also changed. In... [Read more](https://mezzaninegrowth.com/blog/the-basics-of-inbound-marketing) [![B2b.jpg](https://mezzaninegrowth.com/hs-fs/hubfs/Images/B2b.jpg?width=700&height=400&name=B2b.jpg)](https://mezzaninegrowth.com/blog/the-b2b-buyer-journey) [Marketing Strategy and Planning](https://mezzaninegrowth.com/blog/topic/marketing-strategy-and-planning), [Marketing Tactics](https://mezzaninegrowth.com/blog/topic/marketing-tactics), [B2B Marketing](https://mezzaninegrowth.com/blog/topic/b2b-marketing) 2 min read. ## [The B2B Buyer Journey](https://mezzaninegrowth.com/blog/the-b2b-buyer-journey) ![Picture of Lisa Shepherd](https://app.hubspot.com/settings/avatar/99a525bf72a308b855708c7b062c8833) [Lisa Shepherd](https://mezzaninegrowth.com/blog/author/lisa-shepherd) Jul 25, 2016, 10:47:56 AM At Mezzanine, we think of the buyer journey in 4 categories: Attract, Convert, Close, Delight. Our... [Read more](https://mezzaninegrowth.com/blog/the-b2b-buyer-journey) [![SEO.png](https://mezzaninegrowth.com/hs-fs/hubfs/blog-files/SEO.png?width=700&height=400&name=SEO.png)](https://mezzaninegrowth.com/blog/how-to-harness-the-power-of-google-and-supercharge-your-seo) [SEO](https://mezzaninegrowth.com/blog/topic/seo), [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. ## [How to Harness the Power of Google and Supercharge Your SEO](https://mezzaninegrowth.com/blog/how-to-harness-the-power-of-google-and-supercharge-your-seo) ![Picture of Lisa Shepherd](https://app.hubspot.com/settings/avatar/99a525bf72a308b855708c7b062c8833) [Lisa Shepherd](https://mezzaninegrowth.com/blog/author/lisa-shepherd) Jul 18, 2016, 10:49:38 AM In the constantly changing world of online marketing, maintaining a successful digital strategy can... [Read more](https://mezzaninegrowth.com/blog/how-to-harness-the-power-of-google-and-supercharge-your-seo) [![online-marketing-success.jpg](https://mezzaninegrowth.com/hs-fs/hubfs/blog-files/online-marketing-success.jpg?width=700&height=400&name=online-marketing-success.jpg)](https://mezzaninegrowth.com/blog/5-best-practices-from-10-years-of-b2b-marketing-in-the-trenches) [Marketing Strategy and Planning](https://mezzaninegrowth.com/blog/topic/marketing-strategy-and-planning), [B2B Marketing](https://mezzaninegrowth.com/blog/topic/b2b-marketing) 3 min read. ## [5 Best Practices from 10+ Years of B2B Marketing in the Trenches](https://mezzaninegrowth.com/blog/5-best-practices-from-10-years-of-b2b-marketing-in-the-trenches) ![Picture of Lisa Shepherd](https://app.hubspot.com/settings/avatar/99a525bf72a308b855708c7b062c8833) [Lisa Shepherd](https://mezzaninegrowth.com/blog/author/lisa-shepherd) Jul 11, 2016, 11:14:44 AM Since our inception in 2005 we’ve worked with over 200 B2B (business to business) companies in over... [Read more](https://mezzaninegrowth.com/blog/5-best-practices-from-10-years-of-b2b-marketing-in-the-trenches) [![LinkedIn.png](https://mezzaninegrowth.com/hs-fs/hubfs/blog-files/LinkedIn.png?width=700&height=400&name=LinkedIn.png)](https://mezzaninegrowth.com/blog/5-ways-to-get-a-killer-linkedin-profile) [Social Media](https://mezzaninegrowth.com/blog/topic/social-media), [Marketing Strategy and Planning](https://mezzaninegrowth.com/blog/topic/marketing-strategy-and-planning), [B2B Marketing](https://mezzaninegrowth.com/blog/topic/b2b-marketing) 1 min read. ## [5 Ways to Get A Killer LinkedIn Profile](https://mezzaninegrowth.com/blog/5-ways-to-get-a-killer-linkedin-profile) ![Picture of Lisa Shepherd](https://app.hubspot.com/settings/avatar/99a525bf72a308b855708c7b062c8833) [Lisa Shepherd](https://mezzaninegrowth.com/blog/author/lisa-shepherd) Jul 4, 2016, 11:02:54 AM With over 430 million LinkedIn users and growing, you want to make sure that yours meets the... [Read more](https://mezzaninegrowth.com/blog/5-ways-to-get-a-killer-linkedin-profile) [![Reengage_old_customers.jpg](https://mezzaninegrowth.com/hs-fs/hubfs/Reengage_old_customers.jpg?width=700&height=400&name=Reengage_old_customers.jpg)](https://mezzaninegrowth.com/blog/breathe-new-life-into-old-contacts-with-these-5-steps) [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. ## [Breathe New Life into Old Contacts with These 5 Steps](https://mezzaninegrowth.com/blog/breathe-new-life-into-old-contacts-with-these-5-steps) ![Picture of Lisa Shepherd](https://app.hubspot.com/settings/avatar/99a525bf72a308b855708c7b062c8833) [Lisa Shepherd](https://mezzaninegrowth.com/blog/author/lisa-shepherd) Jun 27, 2016, 10:29:30 AM It’s been said that the cost of acquiring 1 new clients is 6 to 7 times higher than the cost of... [Read more](https://mezzaninegrowth.com/blog/breathe-new-life-into-old-contacts-with-these-5-steps) [![Art_of_Marketing.jpg](https://mezzaninegrowth.com/hs-fs/hubfs/Art_of_Marketing.jpg?width=700&height=400&name=Art_of_Marketing.jpg)](https://mezzaninegrowth.com/blog/what-we-learned-at-the-art-of-marketing-conference-2016) [Social Media](https://mezzaninegrowth.com/blog/topic/social-media), [Outsourced Marketing](https://mezzaninegrowth.com/blog/topic/outsourced-marketing), [Marketing Strategy and Planning](https://mezzaninegrowth.com/blog/topic/marketing-strategy-and-planning), [Marketing Tactics](https://mezzaninegrowth.com/blog/topic/marketing-tactics), [B2B Marketing](https://mezzaninegrowth.com/blog/topic/b2b-marketing) 3 min read. ## [What We Learned at the Art of Marketing Conference 2016](https://mezzaninegrowth.com/blog/what-we-learned-at-the-art-of-marketing-conference-2016) ![Picture of Lisa Shepherd](https://app.hubspot.com/settings/avatar/99a525bf72a308b855708c7b062c8833) [Lisa Shepherd](https://mezzaninegrowth.com/blog/author/lisa-shepherd) Jun 20, 2016, 10:40:09 AM Our General Manager, Gayle Kosokowsky, attended the Art of Marketing conference in Toronto on June... [Read more](https://mezzaninegrowth.com/blog/what-we-learned-at-the-art-of-marketing-conference-2016) [![social_media_blog.jpg](https://mezzaninegrowth.com/hs-fs/hubfs/social_media_blog.jpg?width=700&height=400&name=social_media_blog.jpg)](https://mezzaninegrowth.com/blog/four-reasons-why-your-business-cant-afford-to-ignore-social-media) [Social Media](https://mezzaninegrowth.com/blog/topic/social-media), [Outsourced Marketing](https://mezzaninegrowth.com/blog/topic/outsourced-marketing), [Marketing Strategy and Planning](https://mezzaninegrowth.com/blog/topic/marketing-strategy-and-planning), [Marketing Tactics](https://mezzaninegrowth.com/blog/topic/marketing-tactics) 2 min read. ## [Four Reasons Why Your Business Can’t Afford To Ignore Social Media](https://mezzaninegrowth.com/blog/four-reasons-why-your-business-cant-afford-to-ignore-social-media) ![Picture of Lisa Shepherd](https://app.hubspot.com/settings/avatar/99a525bf72a308b855708c7b062c8833) [Lisa Shepherd](https://mezzaninegrowth.com/blog/author/lisa-shepherd) Jun 14, 2016, 11:03:44 AM If you knew there was an industry networking event taking place with all your existing and future... [Read more](https://mezzaninegrowth.com/blog/four-reasons-why-your-business-cant-afford-to-ignore-social-media) [![6 Reasons Webinars Are an Important Part of a Content Marketing Strategy](https://mezzaninegrowth.com/hs-fs/hubfs/webinar-482x335-482x335.jpg?width=700&height=400&name=webinar-482x335-482x335.jpg)](https://mezzaninegrowth.com/blog/six-reasons-webinars-are-an-important-part-of-a-content-marketing-strategy) [Outsourced Marketing](https://mezzaninegrowth.com/blog/topic/outsourced-marketing), [Marketing Strategy and Planning](https://mezzaninegrowth.com/blog/topic/marketing-strategy-and-planning), [Marketing Tactics](https://mezzaninegrowth.com/blog/topic/marketing-tactics) 2 min read. ## [6 Reasons Webinars Are an Important Part of a Content Marketing Strategy](https://mezzaninegrowth.com/blog/six-reasons-webinars-are-an-important-part-of-a-content-marketing-strategy) ![Picture of Lisa Shepherd](https://app.hubspot.com/settings/avatar/99a525bf72a308b855708c7b062c8833) [Lisa Shepherd](https://mezzaninegrowth.com/blog/author/lisa-shepherd) Jun 10, 2016, 12:42:39 PM According to the Content Marketing Institute\[1\], over 60% of B2B marketers are using webinars as... [Read more](https://mezzaninegrowth.com/blog/six-reasons-webinars-are-an-important-part-of-a-content-marketing-strategy) [![Strategic-Marketing-Planning-Lessons-From-65-CMOs-1.png](https://mezzaninegrowth.com/hs-fs/hubfs/Strategic-Marketing-Planning-Lessons-From-65-CMOs-1.png?width=700&height=400&name=Strategic-Marketing-Planning-Lessons-From-65-CMOs-1.png)](https://mezzaninegrowth.com/blog/strategic-marketing-planning-advice-from-top-marketers-third-and-final-in-an-exciting-three-part-blog-series) [Marketing Strategy and Planning](https://mezzaninegrowth.com/blog/topic/marketing-strategy-and-planning) 1 min read. ## [Strategic Marketing Planning Advice from Top Marketers](https://mezzaninegrowth.com/blog/strategic-marketing-planning-advice-from-top-marketers-third-and-final-in-an-exciting-three-part-blog-series) ![Picture of Lisa Shepherd](https://app.hubspot.com/settings/avatar/99a525bf72a308b855708c7b062c8833) [Lisa Shepherd](https://mezzaninegrowth.com/blog/author/lisa-shepherd) May 27, 2016, 1:01:50 PM Different companies have their own ways of creating their marketing plans, from what they focus on... 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