--- title: B2B Growth Blog | Mezzanine Growth | Lisa Shepherd (4) 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. [![social-1834011_1920](https://mezzaninegrowth.com/hs-fs/hubfs/social-1834011_1920.png?width=700&height=400&name=social-1834011_1920.png)](https://mezzaninegrowth.com/blog/are-linkedin-ads-worth-it-for-b2b-lead-generation) [Social Media](https://mezzaninegrowth.com/blog/topic/social-media) 4 min read. ## [Are LinkedIn Ads Worth It For B2B Lead Generation?](https://mezzaninegrowth.com/blog/are-linkedin-ads-worth-it-for-b2b-lead-generation) ![Picture of Lisa Shepherd](https://app.hubspot.com/settings/avatar/99a525bf72a308b855708c7b062c8833) [Lisa Shepherd](https://mezzaninegrowth.com/blog/author/lisa-shepherd) Aug 20, 2019, 8:00:00 AM With over 645 million users to-date, LinkedIn is the world’s largest professional networking site.... [Read more](https://mezzaninegrowth.com/blog/are-linkedin-ads-worth-it-for-b2b-lead-generation) [![adult-brainstorming-branding-business-businesspeople-cellular-1436185-pxhere.com](https://mezzaninegrowth.com/hs-fs/hubfs/adult-brainstorming-branding-business-businesspeople-cellular-1436185-pxhere.com.jpg?width=700&height=400&name=adult-brainstorming-branding-business-businesspeople-cellular-1436185-pxhere.com.jpg)](https://mezzaninegrowth.com/blog/the-difference-between-business-strategy-and-marketing-strategy) [Marketing Strategy and Planning](https://mezzaninegrowth.com/blog/topic/marketing-strategy-and-planning) 3 min read. ## [The Difference Between Business Strategy And Marketing Strategy](https://mezzaninegrowth.com/blog/the-difference-between-business-strategy-and-marketing-strategy) ![Picture of Lisa Shepherd](https://app.hubspot.com/settings/avatar/99a525bf72a308b855708c7b062c8833) [Lisa Shepherd](https://mezzaninegrowth.com/blog/author/lisa-shepherd) Aug 6, 2019, 8:00:00 AM It may seem obvious to state that a business strategy and a marketing strategy are different, and... [Read more](https://mezzaninegrowth.com/blog/the-difference-between-business-strategy-and-marketing-strategy) [![success-2081168_1280](https://mezzaninegrowth.com/hs-fs/hubfs/success-2081168_1280.jpg?width=700&height=400&name=success-2081168_1280.jpg)](https://mezzaninegrowth.com/blog/how-b2b-companies-can-measure-sem-success) [SEO](https://mezzaninegrowth.com/blog/topic/seo), [Lead Generation](https://mezzaninegrowth.com/blog/topic/lead-generation) 3 min read. ## [How B2B Companies Can Measure SEM Success](https://mezzaninegrowth.com/blog/how-b2b-companies-can-measure-sem-success) ![Picture of Lisa Shepherd](https://app.hubspot.com/settings/avatar/99a525bf72a308b855708c7b062c8833) [Lisa Shepherd](https://mezzaninegrowth.com/blog/author/lisa-shepherd) Jul 30, 2019, 8:00:00 AM Search engine marketing (SEM) lets you engage and nurture prospects throughout the conversion... [Read more](https://mezzaninegrowth.com/blog/how-b2b-companies-can-measure-sem-success) [![Blog photos](https://mezzaninegrowth.com/hs-fs/hubfs/Blog%20photos.png?width=700&height=400&name=Blog%20photos.png)](https://mezzaninegrowth.com/blog/4-reasons-why-b2b-businesses-shouldnt-ignore-instagram) [Social Media](https://mezzaninegrowth.com/blog/topic/social-media), [Lead Generation](https://mezzaninegrowth.com/blog/topic/lead-generation) 3 min read. ## [4 Reasons Why B2B Businesses Shouldn’t Ignore Instagram](https://mezzaninegrowth.com/blog/4-reasons-why-b2b-businesses-shouldnt-ignore-instagram) ![Picture of Lisa Shepherd](https://app.hubspot.com/settings/avatar/99a525bf72a308b855708c7b062c8833) [Lisa Shepherd](https://mezzaninegrowth.com/blog/author/lisa-shepherd) Jul 16, 2019, 8:00:00 AM Five years ago, when working with our B2B clients, we would focus on building their social presence... [Read more](https://mezzaninegrowth.com/blog/4-reasons-why-b2b-businesses-shouldnt-ignore-instagram) [![Audit Competitors](https://mezzaninegrowth.com/hs-fs/hubfs/Audit%20Competitors.jpg?width=700&height=400&name=Audit%20Competitors.jpg)](https://mezzaninegrowth.com/blog/top-3-reasons-you-should-audit-your-competitors-keywords) [Marketing Tactics](https://mezzaninegrowth.com/blog/topic/marketing-tactics), [Competitive Intelligence](https://mezzaninegrowth.com/blog/topic/competitive-intelligence) 3 min read. ## [Top 3 Reasons You Should Audit Your Competitors Keywords](https://mezzaninegrowth.com/blog/top-3-reasons-you-should-audit-your-competitors-keywords) ![Picture of Lisa Shepherd](https://app.hubspot.com/settings/avatar/99a525bf72a308b855708c7b062c8833) [Lisa Shepherd](https://mezzaninegrowth.com/blog/author/lisa-shepherd) Jun 25, 2019, 8:00:00 AM Keywords used to be the end all and be all of SEO. Back in the day you would find the top keywords... [Read more](https://mezzaninegrowth.com/blog/top-3-reasons-you-should-audit-your-competitors-keywords) [![5 Awesome Ways Account-Based Marketing Drives B2B Sales](https://mezzaninegrowth.com/hs-fs/hubfs/5%20Ways%20ABM%20Works%20For%20B2B%20Companies.jpeg?width=700&height=400&name=5%20Ways%20ABM%20Works%20For%20B2B%20Companies.jpeg)](https://mezzaninegrowth.com/blog/5-ways-account-based-marketing-increases-sales) [Content Marketing](https://mezzaninegrowth.com/blog/topic/content-marketing) 3 min read. ## [5 Ways Account Based Marketing Increases Sales For B2B Companies](https://mezzaninegrowth.com/blog/5-ways-account-based-marketing-increases-sales) ![Picture of Lisa Shepherd](https://app.hubspot.com/settings/avatar/99a525bf72a308b855708c7b062c8833) [Lisa Shepherd](https://mezzaninegrowth.com/blog/author/lisa-shepherd) Jun 18, 2019, 8:00:00 AM Account-based marketing (ABM) is a strategy in which the marketing team treats target accounts as... [Read more](https://mezzaninegrowth.com/blog/5-ways-account-based-marketing-increases-sales) [![5 Tips to Generate Leads Through Content Marketing](https://mezzaninegrowth.com/hs-fs/hubfs/5%20Tips%20to%20Generate%20Leads%20Through%20Content%20Marketing.jpg?width=700&height=400&name=5%20Tips%20to%20Generate%20Leads%20Through%20Content%20Marketing.jpg)](https://mezzaninegrowth.com/blog/5-tips-to-improve-content-marketing-success) [Content Marketing](https://mezzaninegrowth.com/blog/topic/content-marketing) 3 min read. ## [5 Tips To Improve Your Content Marketing Success](https://mezzaninegrowth.com/blog/5-tips-to-improve-content-marketing-success) ![Picture of Lisa Shepherd](https://app.hubspot.com/settings/avatar/99a525bf72a308b855708c7b062c8833) [Lisa Shepherd](https://mezzaninegrowth.com/blog/author/lisa-shepherd) May 28, 2019, 8:00:00 AM Content marketing is the use of marketing tactics such as blogs, whitepapers, eBooks, infographics,... [Read more](https://mezzaninegrowth.com/blog/5-tips-to-improve-content-marketing-success) [![How to go viral with B2B social media](https://mezzaninegrowth.com/hs-fs/hubfs/How%20to%20go%20viral%20with%20B2B%20social%20media.jpeg?width=700&height=400&name=How%20to%20go%20viral%20with%20B2B%20social%20media.jpeg)](https://mezzaninegrowth.com/blog/how-to-go-viral-with-b2b-social-media) [Social Media](https://mezzaninegrowth.com/blog/topic/social-media) 3 min read. ## [How To Go Viral With B2B Social Media](https://mezzaninegrowth.com/blog/how-to-go-viral-with-b2b-social-media) ![Picture of Lisa Shepherd](https://app.hubspot.com/settings/avatar/99a525bf72a308b855708c7b062c8833) [Lisa Shepherd](https://mezzaninegrowth.com/blog/author/lisa-shepherd) May 21, 2019, 8:00:00 AM Everyone has heard of videos going viral, and every marketer wants to be the mind behind content... [Read more](https://mezzaninegrowth.com/blog/how-to-go-viral-with-b2b-social-media) [![4 Tips To Help You Purchase CRM Software](https://mezzaninegrowth.com/hs-fs/hubfs/4%20Tips%20To%20Help%20You%20Purchase%20CRM%20Software.jpg?width=700&height=400&name=4%20Tips%20To%20Help%20You%20Purchase%20CRM%20Software.jpg)](https://mezzaninegrowth.com/blog/4-tips-to-help-you-purchase-crm-software-that-will-actually-work) [Marketing Automation](https://mezzaninegrowth.com/blog/topic/marketing-automation), [B2B Sales](https://mezzaninegrowth.com/blog/topic/b2b-sales) 3 min read. ## [4 Tips to Purchase CRM Software That Will Work for Your B2B Business](https://mezzaninegrowth.com/blog/4-tips-to-help-you-purchase-crm-software-that-will-actually-work) ![Picture of Lisa Shepherd](https://app.hubspot.com/settings/avatar/99a525bf72a308b855708c7b062c8833) [Lisa Shepherd](https://mezzaninegrowth.com/blog/author/lisa-shepherd) May 9, 2019, 8:00:00 AM Customer Relationship Management software (CRM) is one of the most important purchases that can... [Read more](https://mezzaninegrowth.com/blog/4-tips-to-help-you-purchase-crm-software-that-will-actually-work) [![marketing_advisory.jpg](https://mezzaninegrowth.com/hs-fs/hubfs/blog-files/marketing_advisory.jpg?width=700&height=400&name=marketing_advisory.jpg)](https://mezzaninegrowth.com/blog/the-integral-role-of-a-cmo-in-todays-b2b-companies) [Outsourced Marketing](https://mezzaninegrowth.com/blog/topic/outsourced-marketing) 2 min read. ## [The Four Most Important Things a Marketing Director Does](https://mezzaninegrowth.com/blog/the-integral-role-of-a-cmo-in-todays-b2b-companies) ![Picture of Lisa Shepherd](https://app.hubspot.com/settings/avatar/99a525bf72a308b855708c7b062c8833) [Lisa Shepherd](https://mezzaninegrowth.com/blog/author/lisa-shepherd) Apr 30, 2019, 8:00:00 AM Relying on traditional sales tactics, like cold calling or trade shows, to bring in new revenue is... 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