--- title: B2B Growth Blog | Mezzanine Growth | Lisa Shepherd (19) 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. [![](https://mezzaninegrowth.com/hs-fs/hubfs/how_to_define_your_competitive_advantage.jpg?width=700&height=400&name=how_to_define_your_competitive_advantage.jpg)](https://mezzaninegrowth.com/blog/how-to-define-your-competitive-advantage) 2 min read. ## [How To Define Your Marketing Message](https://mezzaninegrowth.com/blog/how-to-define-your-competitive-advantage) ![Picture of Lisa Shepherd](https://app.hubspot.com/settings/avatar/99a525bf72a308b855708c7b062c8833) [Lisa Shepherd](https://mezzaninegrowth.com/blog/author/lisa-shepherd) Feb 9, 2016, 10:30:00 AM One of the most important ways that B2B companies succeed is by having a clearly defined marketing... [Read more](https://mezzaninegrowth.com/blog/how-to-define-your-competitive-advantage) [![These 5 Questions Will Tell You if You Need to Hire a Marketing Company](https://mezzaninegrowth.com/hubfs/need_to_hire_a_marketing_company.dib)](https://mezzaninegrowth.com/blog/5-questions-will-tell-you-if-you-need-to-hire-a-marketing-company) [Outsourced Marketing](https://mezzaninegrowth.com/blog/topic/outsourced-marketing) 2 min read. ## [These 5 Questions Will Tell You if You Need to Hire a Marketing Company](https://mezzaninegrowth.com/blog/5-questions-will-tell-you-if-you-need-to-hire-a-marketing-company) ![Picture of Lisa Shepherd](https://app.hubspot.com/settings/avatar/99a525bf72a308b855708c7b062c8833) [Lisa Shepherd](https://mezzaninegrowth.com/blog/author/lisa-shepherd) Feb 3, 2016, 9:00:00 AM While the fundamentals of strategic marketing haven’t changed much in the last decade, the tools... [Read more](https://mezzaninegrowth.com/blog/5-questions-will-tell-you-if-you-need-to-hire-a-marketing-company) [![When Is It Time to Consider Outsourced Marketing?](https://mezzaninegrowth.com/hs-fs/hubfs/time_to_consider_outsourced_marketing.jpg?width=700&height=400&name=time_to_consider_outsourced_marketing.jpg)](https://mezzaninegrowth.com/blog/when-is-it-time-to-consider-outsourced-marketing) [Outsourced Marketing](https://mezzaninegrowth.com/blog/topic/outsourced-marketing) 2 min read. ## [When Is It Time to Consider Outsourced Marketing?](https://mezzaninegrowth.com/blog/when-is-it-time-to-consider-outsourced-marketing) ![Picture of Lisa Shepherd](https://app.hubspot.com/settings/avatar/99a525bf72a308b855708c7b062c8833) [Lisa Shepherd](https://mezzaninegrowth.com/blog/author/lisa-shepherd) Jan 28, 2016, 8:30:00 AM Over the past decade, most businesses have made the shift to outsourcing at least some of their... [Read more](https://mezzaninegrowth.com/blog/when-is-it-time-to-consider-outsourced-marketing) [![](https://mezzaninegrowth.com/hs-fs/hubfs/have_it_all_in_strategic_B2B_marketing.jpg?width=700&height=400&name=have_it_all_in_strategic_B2B_marketing.jpg)](https://mezzaninegrowth.com/blog/can-you-have-it-all-in-strategic-b2b-marketing) [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. ## [Can you have it all in strategic B2B marketing?](https://mezzaninegrowth.com/blog/can-you-have-it-all-in-strategic-b2b-marketing) ![Picture of Lisa Shepherd](https://app.hubspot.com/settings/avatar/99a525bf72a308b855708c7b062c8833) [Lisa Shepherd](https://mezzaninegrowth.com/blog/author/lisa-shepherd) Jan 26, 2016, 10:00:00 AM Have you heard the expression, ‘Cheap, fast and good; choose two”? It’s a saying that people use to... [Read more](https://mezzaninegrowth.com/blog/can-you-have-it-all-in-strategic-b2b-marketing) [![](https://mezzaninegrowth.com/hs-fs/hubfs/Sales_and_marketing_work_together_to_increase_sales.jpg?width=700&height=400&name=Sales_and_marketing_work_together_to_increase_sales.jpg)](https://mezzaninegrowth.com/blog/3-ways-to-integrate-sales-and-marketing-to-increase-sales) [Sales and Marketing Alignment](https://mezzaninegrowth.com/blog/topic/sales-and-marketing-alignment), [B2B Sales](https://mezzaninegrowth.com/blog/topic/b2b-sales) 2 min read. ## [3 Ways To Integrate Sales and Marketing to Increase Revenue](https://mezzaninegrowth.com/blog/3-ways-to-integrate-sales-and-marketing-to-increase-sales) ![Picture of Lisa Shepherd](https://app.hubspot.com/settings/avatar/99a525bf72a308b855708c7b062c8833) [Lisa Shepherd](https://mezzaninegrowth.com/blog/author/lisa-shepherd) Jan 15, 2016, 11:44:53 AM There's a growing need for B2B sales and marketing teams to work well together. Here are 3... [Read more](https://mezzaninegrowth.com/blog/3-ways-to-integrate-sales-and-marketing-to-increase-sales) [![](https://mezzaninegrowth.com/hs-fs/hubfs/Do_referral_programs_work_in_B2B_marketing.jpg?width=700&height=400&name=Do_referral_programs_work_in_B2B_marketing.jpg)](https://mezzaninegrowth.com/blog/do-formal-referral-programs-increase-sales-for-b2b-companies) 3 min read. ## [Do Referral Programs Increase Sales for B2B Companies?](https://mezzaninegrowth.com/blog/do-formal-referral-programs-increase-sales-for-b2b-companies) ![Picture of Lisa Shepherd](https://app.hubspot.com/settings/avatar/99a525bf72a308b855708c7b062c8833) [Lisa Shepherd](https://mezzaninegrowth.com/blog/author/lisa-shepherd) Dec 24, 2015, 11:30:00 AM In many areas of business, referrals are among the most effective ways to increase sales. After... [Read more](https://mezzaninegrowth.com/blog/do-formal-referral-programs-increase-sales-for-b2b-companies) [![](https://mezzaninegrowth.com/hs-fs/hubfs/accidental-slip-542551_640.jpg?width=700&height=400&name=accidental-slip-542551_640.jpg)](https://mezzaninegrowth.com/blog/is-your-sales-team-set-up-to-fail) [B2B Sales](https://mezzaninegrowth.com/blog/topic/b2b-sales) 3 min read. ## [Is Your Sales Team Set Up To Fail?](https://mezzaninegrowth.com/blog/is-your-sales-team-set-up-to-fail) ![Picture of Lisa Shepherd](https://app.hubspot.com/settings/avatar/99a525bf72a308b855708c7b062c8833) [Lisa Shepherd](https://mezzaninegrowth.com/blog/author/lisa-shepherd) Dec 22, 2015, 11:30:00 AM You may have heard this sales tale: At the turn of the 19th century, a British shoe manufacturer... [Read more](https://mezzaninegrowth.com/blog/is-your-sales-team-set-up-to-fail) [![](https://mezzaninegrowth.com/hs-fs/hubfs/unnamed-1.jpg?width=700&height=400&name=unnamed-1.jpg)](https://mezzaninegrowth.com/blog/are-you-spending-too-much-on-marketing-services) 2 min read. ## [Are You Spending Too Much On Marketing Services?](https://mezzaninegrowth.com/blog/are-you-spending-too-much-on-marketing-services) ![Picture of Lisa Shepherd](https://app.hubspot.com/settings/avatar/99a525bf72a308b855708c7b062c8833) [Lisa Shepherd](https://mezzaninegrowth.com/blog/author/lisa-shepherd) Dec 17, 2015, 9:02:24 AM Spending on marketing is part of doing business, and an increasing reality for many... [Read more](https://mezzaninegrowth.com/blog/are-you-spending-too-much-on-marketing-services) [![](https://mezzaninegrowth.com/hs-fs/hubfs/hire_a_marketing_manager.jpg?width=700&height=400&name=hire_a_marketing_manager.jpg)](https://mezzaninegrowth.com/blog/the-perils-of-hiring-a-marketing-manager) 3 min read. ## [The Perils of Hiring a Marketing Manager](https://mezzaninegrowth.com/blog/the-perils-of-hiring-a-marketing-manager) ![Picture of Lisa Shepherd](https://app.hubspot.com/settings/avatar/99a525bf72a308b855708c7b062c8833) [Lisa Shepherd](https://mezzaninegrowth.com/blog/author/lisa-shepherd) Dec 9, 2015, 9:26:11 PM The landscape that B2B companies have to navigate today has changed. As I've written in earlier... [Read more](https://mezzaninegrowth.com/blog/the-perils-of-hiring-a-marketing-manager) [![](https://mezzaninegrowth.com/hs-fs/hubfs/Directions.jpg?width=700&height=400&name=Directions.jpg)](https://mezzaninegrowth.com/blog/what-is-strategic-marketing) [Marketing Strategy and Planning](https://mezzaninegrowth.com/blog/topic/marketing-strategy-and-planning) 2 min read. ## [What IS Strategic Marketing?](https://mezzaninegrowth.com/blog/what-is-strategic-marketing) ![Picture of Lisa Shepherd](https://app.hubspot.com/settings/avatar/99a525bf72a308b855708c7b062c8833) [Lisa Shepherd](https://mezzaninegrowth.com/blog/author/lisa-shepherd) Dec 7, 2015, 2:13:22 PM Does this sound familiar: "We spent over $100,000 on marketing last year and I feel like all we got... 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