--- title: B2B Growth Blog | Mezzanine Growth | Lisa Shepherd (29) 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/file-2769778573-gif/blog-files/rethinking-the-funnel.gif?width=700&height=400&name=rethinking-the-funnel.gif)](https://mezzaninegrowth.com/blog/buyerology-101) [Marketing Strategy and Planning](https://mezzaninegrowth.com/blog/topic/marketing-strategy-and-planning), [B2B Buyer Behaviour](https://mezzaninegrowth.com/blog/topic/b2b-buyer-behaviour) 2 min read. ## [Buyerology 101: Understanding Buyer's Choice](https://mezzaninegrowth.com/blog/buyerology-101) ![Picture of Lisa Shepherd](https://app.hubspot.com/settings/avatar/99a525bf72a308b855708c7b062c8833) [Lisa Shepherd](https://mezzaninegrowth.com/blog/author/lisa-shepherd) Mar 19, 2013, 6:05:02 AM Buyerology is defined as the decision journey that the buyer embarks on. If marketing was to only... [Read more](https://mezzaninegrowth.com/blog/buyerology-101) [![](https://mezzaninegrowth.com/hs-fs/file-2769778533-jpg/blog-files/town-crier-300x300.jpg?width=700&height=400&name=town-crier-300x300.jpg)](https://mezzaninegrowth.com/blog/becoming-your-own-town-crier-public-relations-for-manufacturing-elmira-abushayeva) [Public Relations](https://mezzaninegrowth.com/blog/topic/public-relations), [Marketing Strategy and Planning](https://mezzaninegrowth.com/blog/topic/marketing-strategy-and-planning), [Manufacturing](https://mezzaninegrowth.com/blog/topic/manufacturing) 1 min read. ## [Becoming Your Own Town Crier: Public Relations for Manufacturing](https://mezzaninegrowth.com/blog/becoming-your-own-town-crier-public-relations-for-manufacturing-elmira-abushayeva) ![Picture of Lisa Shepherd](https://app.hubspot.com/settings/avatar/99a525bf72a308b855708c7b062c8833) [Lisa Shepherd](https://mezzaninegrowth.com/blog/author/lisa-shepherd) Mar 14, 2013, 7:00:07 AM People don’t know what they don’t know. It’s a seemingly confusing statement, but in fact, it... [Read more](https://mezzaninegrowth.com/blog/becoming-your-own-town-crier-public-relations-for-manufacturing-elmira-abushayeva) [![](https://mezzaninegrowth.com/hs-fs/file-2754016459-jpg/blog-files/karen.jpg?width=700&height=400&name=karen.jpg)](https://mezzaninegrowth.com/blog/does-qualitative-research-matter-anymore-stephen-smaluck) [Market Research](https://mezzaninegrowth.com/blog/topic/market-research), [Market Assessment](https://mezzaninegrowth.com/blog/topic/market-assessment) 1 min read. ## [Does Qualitative Research Matter Anymore?](https://mezzaninegrowth.com/blog/does-qualitative-research-matter-anymore-stephen-smaluck) ![Picture of Lisa Shepherd](https://app.hubspot.com/settings/avatar/99a525bf72a308b855708c7b062c8833) [Lisa Shepherd](https://mezzaninegrowth.com/blog/author/lisa-shepherd) Mar 12, 2013, 7:22:13 AM The growth of online analytic tools like Google Analytics has drastically changed how executives... [Read more](https://mezzaninegrowth.com/blog/does-qualitative-research-matter-anymore-stephen-smaluck) [Marketing Strategy and Planning](https://mezzaninegrowth.com/blog/topic/marketing-strategy-and-planning) 3 min read. ## [Moneyball: How Your Small Business Can Play It](https://mezzaninegrowth.com/blog/moneyball-how-your-small-business-can-play-it-lisa-shepherd) ![Picture of Lisa Shepherd](https://app.hubspot.com/settings/avatar/99a525bf72a308b855708c7b062c8833) [Lisa Shepherd](https://mezzaninegrowth.com/blog/author/lisa-shepherd) Mar 5, 2013, 5:30:16 AM What the heck do a book and movie about Major League Baseball have to do with B2B marketing? Quite... [Read more](https://mezzaninegrowth.com/blog/moneyball-how-your-small-business-can-play-it-lisa-shepherd) [![](https://mezzaninegrowth.com/hs-fs/file-2769778283-jpg/blog-files/1209813_69030987-1024x682.jpg?width=700&height=400&name=1209813_69030987-1024x682.jpg)](https://mezzaninegrowth.com/blog/trade-shows-are-you-doing-them-for-the-right-reasons-sarah-baheyeldin) [Marketing Strategy and Planning](https://mezzaninegrowth.com/blog/topic/marketing-strategy-and-planning) 2 min read. ## [Trade Shows: Are You Doing Them for The Right Reasons?](https://mezzaninegrowth.com/blog/trade-shows-are-you-doing-them-for-the-right-reasons-sarah-baheyeldin) ![Picture of Lisa Shepherd](https://app.hubspot.com/settings/avatar/99a525bf72a308b855708c7b062c8833) [Lisa Shepherd](https://mezzaninegrowth.com/blog/author/lisa-shepherd) Feb 26, 2013, 6:00:34 AM Trade shows, trade shows, trade shows... this will likely elicit a varying response depending on... [Read more](https://mezzaninegrowth.com/blog/trade-shows-are-you-doing-them-for-the-right-reasons-sarah-baheyeldin) [![](https://mezzaninegrowth.com/hs-fs/file-2769778243-jpg/blog-files/manufacturing-300x199.jpg?width=700&height=400&name=manufacturing-300x199.jpg)](https://mezzaninegrowth.com/blog/a-storied-revival-getting-canadian-manufacturing-back-on-track-jermaine-reyes) [Manufacturing](https://mezzaninegrowth.com/blog/topic/manufacturing) 1 min read. ## [Getting Canadian Manufacturing Back On Track After The Great Recession](https://mezzaninegrowth.com/blog/a-storied-revival-getting-canadian-manufacturing-back-on-track-jermaine-reyes) ![Picture of Lisa Shepherd](https://app.hubspot.com/settings/avatar/99a525bf72a308b855708c7b062c8833) [Lisa Shepherd](https://mezzaninegrowth.com/blog/author/lisa-shepherd) Feb 21, 2013, 6:30:53 AM Every product has its story. In a digitally saturated environment, it’s easy to pass over the... [Read more](https://mezzaninegrowth.com/blog/a-storied-revival-getting-canadian-manufacturing-back-on-track-jermaine-reyes) [Marketing Strategy and Planning](https://mezzaninegrowth.com/blog/topic/marketing-strategy-and-planning) 1 min read. ## [Your Marketing New Year’s Resolution](https://mezzaninegrowth.com/blog/your-marketing-new-years-resolution-sylvia-franklin) ![Picture of Lisa Shepherd](https://app.hubspot.com/settings/avatar/99a525bf72a308b855708c7b062c8833) [Lisa Shepherd](https://mezzaninegrowth.com/blog/author/lisa-shepherd) Dec 26, 2012, 5:00:20 AM Everyone usually makes a New Year’s resolution…and quickly breaks it. However, this year, if... [Read more](https://mezzaninegrowth.com/blog/your-marketing-new-years-resolution-sylvia-franklin) [Social Media](https://mezzaninegrowth.com/blog/topic/social-media), [Marketing Strategy and Planning](https://mezzaninegrowth.com/blog/topic/marketing-strategy-and-planning) 1 min read. ## [Why Social Media Works for B2B Marketing](https://mezzaninegrowth.com/blog/why-social-media-works-for-b2b-marketing-sylvia-franklin) ![Picture of Lisa Shepherd](https://app.hubspot.com/settings/avatar/99a525bf72a308b855708c7b062c8833) [Lisa Shepherd](https://mezzaninegrowth.com/blog/author/lisa-shepherd) Dec 17, 2012, 4:30:39 AM Ever been beaten to a job by a candidate with more LinkedIn recommendations? Or missed registration... [Read more](https://mezzaninegrowth.com/blog/why-social-media-works-for-b2b-marketing-sylvia-franklin) [![Mezzanine's Approach to Customer Intimacy](https://mezzaninegrowth.com/hs-fs/hubfs/customer%20intimacy.png?width=700&height=400&name=customer%20intimacy.png)](https://mezzaninegrowth.com/blog/mezzanines-approach-to-customer-intimacy-meredith-low) [Marketing Consulting](https://mezzaninegrowth.com/blog/topic/marketing-consulting), [Outsourced Marketing](https://mezzaninegrowth.com/blog/topic/outsourced-marketing), [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. ## [Mezzanine's Approach to Customer Intimacy](https://mezzaninegrowth.com/blog/mezzanines-approach-to-customer-intimacy-meredith-low) ![Picture of Lisa Shepherd](https://app.hubspot.com/settings/avatar/99a525bf72a308b855708c7b062c8833) [Lisa Shepherd](https://mezzaninegrowth.com/blog/author/lisa-shepherd) Aug 27, 2012, 5:00:30 AM Years ago at a conference, I heard a now-former publisher of Chatelaine talk about doing what she... [Read more](https://mezzaninegrowth.com/blog/mezzanines-approach-to-customer-intimacy-meredith-low) [Marketing Tactics](https://mezzaninegrowth.com/blog/topic/marketing-tactics), [Branding](https://mezzaninegrowth.com/blog/topic/branding) 1 min read. ## [Beware! What Brand Building is Not](https://mezzaninegrowth.com/blog/beware-what-brand-building-is-not-sylvia-franklin) ![Picture of Lisa Shepherd](https://app.hubspot.com/settings/avatar/99a525bf72a308b855708c7b062c8833) [Lisa Shepherd](https://mezzaninegrowth.com/blog/author/lisa-shepherd) May 28, 2012, 3:30:31 AM This is my second post in the series on The Importance of Brand Development for B2B Companies. In... 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