MEZZANINE NEWS
12 Step Marketing Pop Quiz - Should You Do Your Own Marketing in 2013, or Outsource - from B2B Marketing Specialists, The Mezzanine Group
January 9, 2013
In 2013 Business to Business (B2B) companies need to consider whether they should DIY their marketing or outsource. Lisa Shepherd, author of 'Market Smart', and President of The Mezzanine Group, has 12 questions to help executives make this important decision.
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The Mezzanine Group and Comtek Advanced Structures host webinar in partnership with CME
December 20, 2012
The Mezzanine Group and Comtek Advanced Structures host a webinar in partnership with Canadian Manufacturers and Exporters (CME) - Canada's largest industry association.
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Top Ten Reasons B2B Companies Outsource Their Marketing
October 16, 2012
This white paper provides an explanation for the rapid growth in outsourced marketing and valuable insights to determine if it is the right choice for your B2B company.
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The Importance of Competitive Intelligence for B2B Companies
September 12, 2012
The Mezzanine Group's latest white paper, Competitive Intelligence for B2B Companies, provides practical information on how and when to conduct effective competitive research that will provide powerful insight for your company's 2013 plan.
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Latest White Paper Outlines how to maximize the value of qualitative research
July 5, 2012
The Mezzanine Group's latest white paper, Conversations with Purpose: Maximizing the Value of Interview Research, outlines how to gain insight from customer interviews.
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How to improve decisions with interview research
June 28, 2012
Conversations with Purpose: Improving Decisions with the Power of Interview Research, outlines how and when interview reserach should be used to gather and analyze actionable insights on buyer behaviour.
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how PR can fuel growth for B2B companies
June 14, 2012
The Mezzanine Group's recent white paper, How PR Fuels Growth for B2B Companies, provides a three-step process for creating, distributing and measuring the impact of public relations.
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Joanne Cave Speaks at TEDx Edmonton
May 31, 2012
Joanne Cave, analyst at The Mezzanine Group, will speak at the TEDx Edmonton 2012. Cave will share her thoughts on cultivating leadership and social change among young people.
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how to improve your website for better lead generation
May 9, 2012
The Mezzanine Group’s newest white paper outlines how business to business (B2B) companies can conduct a website audit to increase awareness of their products and services, enhance their image and generate leads.
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New white paper on trends in Canadian Business to Business marketing strategy and market research reveals major shifts in B2B marketing priorities
April 17, 2012
The Mezzanine Group has released an analysis of trends in Canadian B2B marketing strategy and market research based on its work over the past year.
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LISA SHEPHERD SPEAKS AT ACETECH’S POWER SESSION ON MARKETING FOR BUSINESS TO BUSINESS COMPANIES
March 1, 2012
Toronto, Ontario – Lisa Shepherd, President of The Mezzanine Group, will speak at an ACETECH power session on April 20
MEZZANINE PARTNERS WITH Canadian Manufacturers and Exporters
March 1, 2012
TORONTO, Ontario – CME and The Mezzanine Group are working together to bring practical marketing information to small to medium-sized businesses in 2012. CME will feature articles and a column from The Mezzanine Group in the 20 / 20 print and online publications throughout the year.
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LISA SHEPHERD JOINS CANADIAN ENTREPENEURS AT IVEY NEW (AD)VENTURE PANEL
November 8, 2011
TORONTO, Ontario – Lisa Shepherd joins a panel of Canadian entrepreneurs tonight to speak about the experience of setting up their companies after completing an MBA degree at the Richard Ivey School of Business. Hosted by Ivey’s Institute for Entrepreneurship, the evening is an opportunity for entrepreneurs and prospective MBA students to understand the different paths MBA grads can take and evaluate whether a business education is beneficial in creating successful entrepreneurs.
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Amanda Steeves Named Vice President at The Mezzanine Group
June 18, 2011
The Mezzanine Group is pleased to announce that Amanda Steeves has been named Vice President. Amanda will lead the Outsourced Marketing Division which provides small and mid-sized Business to Business companies in the GTA with strategic marketing planning and implementation services.
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How to Make Marketing Work for Your Business: A Free Seminar for SMB Executives
May 19, 2010
The Mezzanine Group is offering a 2-hr seminar on Effective Marketing for B2B Companies. Mezzanine will share best practices and lessons learned from working with dozens of B2B companies in the last decade.
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Mezzanine Launches Monthly B2B Marketing Seminar Series
May 3, 2010
On Thursday April 29th, The Mezzanine Group hosted a business-to-business marketing seminar called “B2B Marketing: Fundamentals of Success”, the first in a monthly series aimed at CEOs and senior leaders in private Ontario B2B companies. The seminar welcomed an intimate group of SMB owners and presented a wide range of topics including best practices for B2B marketing spend and marketing tools, marketing strategy development and practical advice and resources for CRM, social media, digital marketing and tradeshows.
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Michigan State University Comes to Mezzanine
April 15, 2010
APR 15, 2010 -- On Friday April 9, Mezzanine hosted Michigan State University’s ‘Marketing Mix’. The Marketing Mix is an MSU Broad College of Business group created to give its students hands-on exposure to real-world marketing and business practices.
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Lisa Shepherd joins Dragon's Den Winner and Canadian Woman Entrepreneur of the Year on Panel
October 23, 2009
Oakville, Ontario - Lisa Shepherd joined Marissa McTasney, CEO of Moxie Trades (as seen on Dragon’s Den) and Marnie Walker, Recipient of the RBC Canadian Woman of the Year Award on a Panel called ‘The Good, the Bad and the Ugly of Growth’ at a Company of Women workshop today.
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Lisa Shepherd to Chair Companies Selection Committee for Ivey Venture Forum
August 15, 2009
Toronto, Ontario – August 15, 2009 – Lisa Shepherd will Chair the Companies Selection Committee for the Ivey Venture Forum. The Forum is organized by the Ivey Alumni Association of Toronto with the purpose of connecting early stage companies with angel and venture capital. The event will take place on November 18
Lisa Shepherd named to Board of Directors of Innovators Alliance
June 1, 2009
Lisa Shepherd has been elected to the Board of Directors of the Innovators Alliance. Innovators Alliance is an initiative which began in 2001, and facilitates the exchange of business knowledge and experience among CEOs of Ontario's fastest growing companies.
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Mezzanine named to Intel Customer Advisory Network
February 27, 2009
Mezzanine Consulting has joined Intel Canada’s Customer Advisory Network for 2009.
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Shepherd delivers keynote at Company of Women Event
February 25, 2009
On February 25th, the Company of Women gathered at Toronto’s Verity Club to discuss the challenges of growing a small business. Lisa Shepherd delivered the keynote address, “Growing Pains and Taking your Business to the Next Level”.
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To MBA or Not? Mezzanine speaks on Entrepreneurs Panel
January 15, 2009
On January 15th, Lisa Shepherd joined a panel of 4 graduates of the MBA program at the Richard Ivey School of Business who each now run successful businesses.
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Mezzanine Joins PROFIT 100 for the 2nd year in a row
June 10, 2008
Mezzanine is proud to be a member of the PROFIT 100 listing for the second year running.
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Mezzanine Presents at MRIA Open Skies, Open Minds Conference
May 26, 2008
Lisa Shepherd spoke to conference attendees about researching brand perception among retail associates.
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Mezzanine and RBC Dominion Securities Present New Research on Women's Wealth
April 17, 2008
Lisa Shepherd and Susan Fulford presented as keynote speakers at the 4th Annual Marketing to Women Conference. Research from RBC Dominion Securities and Mezzanine Consulting that shows that women are the new face of wealth in Canada - but they don't realize it and in many ways aren't prepared for it.
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Mezzanine offers expertise in CMA's 2008 Marketing Fact Book
December 6, 2007
Each year CMA seeks the kinds of research, insights and trending information that support marketing decision making.
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Mezzanine to moderate the CMA B2B Roundtable "Finding Insights That Sell"
October 4, 2007
At the Canadian Marketing Association's B2B Roundtable on October 30th, experienced B2B marketers will share stories from the trenches. More importantly, they will share insights on how to take B2B marketing to another level.
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Mezzanine leads "the expansion equation" Workshop
October 2, 2007
Attended by over 20 CEOs, presidents and senior executives of Ontario’s leading growth firms, the event was sponsored by Innovators Alliance, an organization for presidents and CEOs of Ontario's fastest growth companies.
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Mezzanine honoured as one of PROFIT's 100 fastest growing companies
June 6, 2007
Mezzanine Consulting knows growth. Recognized previously by PROFIT Magazine as one of the Hot 50 companies, Mezzanine is this year adding the PROFIT 100 credit to their name.
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Mezzanine In The News
How to Price for Profit
February 11, 2013
Most companies have no idea what their products or services are really worth. Yet raising your price by just 5% can double your profits. Here is how to make sure your price is right.
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Unlock the mystery of B2B marketing
December 31, 2012
There is an $85-billion market sitting at companies’ doorsteps, and yet many small and medium-sized businesses in Canada make little effort to gain access to it.
It’s the business-to-business market, or B2B, and although it’s much bigger than the far more familiar business-to-consumer market, many people don’t even know it exists.
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Make sure colleagues get thanks they deserve
December 23, 2012
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‘Marketing Canadian Manufacturers to the World', December 12th Webinar, to Help Companies Gain International Customers and Increase Profits
November 29, 2012
Small and medium sized Canadian enterprises will have an opportunity to learn firsthand from ‘Comtek Advanced Structures’ how they grew their overseas business with cost-effective marketing strategies from B2B marketing specialists - The Mezzanine Group.
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Secret Weapons for Business to Business Marketing Success
November 8, 2012
Plenty of B2B businesses are overlooking cost-effective marketing methods. Lisa Shepherd, author of 'Market Smart' suggests five underused but valuable tools to help Canadian businesses gain customers and increase profits.
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New book provides a crash course in B2B Marketing 101
October 25, 2012
Business to business marketing specialist Lisa Shepherd today announced the launch of ‘Market Smart: How to Gain Customers and Increase Profits with B2B Marketing'. It’s a book for B2B companies who want to grow sales and need help with their marketing to achieve that goal. Market Smart is geared towards small and mid-sized Canadian B2B companies that don’t have the knowledge and experience to get the word out about their products and services.
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Canadian Companies Who Struggle with Marketing Can Grow Their Sales Dramatically Using Proven Strategies from New B2B Marketing Guide – ‘Market Smart’
October 24, 2012
Many Canadian business to business (B2B) companies have two things in common. They offer great products and services but they also have trouble sharing their story with potential customers around the world. ‘Market Smart’, a new how-to guide from B2B marketing guru Lisa Shepherd, provides a crash course in B2B Marketing 101.
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How to crank up your business strategy
October 23, 2012
Lisa Shepherd, President of the Mezzanine Group, says that business strategy is an often-misunderstood concept. Many small businesses think coming up with a plan is a waste of time, or that it’s all about “navel gazing,” she says. However, it’s a must-do if companies want to survive.
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Food For Starving Sales Teams
October 9, 2012
Lisa Shepherd describes the four powerful forces that have made it harder than ever for B2B salespeople to find willing buyers. Here's how marketing can help you harvest more qualified leads.
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How to Take Your Company From $6M to $83M in Sales
September 5, 2012
Lisa Shepherd reveals the success story of a company whose fundamental shift in mindset took its business from stagnation to exponential growth.
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How to ease client fears of playing second fiddle
August 15, 2012
Lisa Shepherd shares her expertise on how to handle growth and ensure existing clients' level of service is not compromised in the process.
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Fighting perception that bigger is better
August 9, 2012
The larger issue is a business-strategy question. The reality is, they can’t go head-to-head with a Deloitte. That’s not to say that they can’t win business from them; it’s more a question of what’s their competitive edge over, say, a Deloitte or an IBM.
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How to sell your B2B offering around the world
June 21, 2012
Finding markets for your products or services means more than a quick Google search, particularly when selling internationally. Featured in a recent Business Without Borders article, Mezzanine's Amanda Steeves and Tania Fioretti discuss the importance of not being blinkered by Google-coloured glasses when selling to global markets.
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Finding your niche
June 7, 2012
It's a challenge many small-business owners face. But Amanda Steeves, vice president of marketing at The Mezzanine Group, a consulting and marketing company in Toronto, has a five-point plan for small businesses trying to stand out:
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Business cards project personality
May 8, 2012
In the business world, a good business card is akin to a first impression.
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Are Your Marketing Dollars Going Nowhere?
May 2, 2012
The Mezzanine Group is featured in the Canadian Manufacturers and Exporter's May/June issue of 20/20 magazine in an article that discusses how to avoid the three most costly mistakes in B2B marketing.
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Global insight from Mirus and Mezzanine: Using outsourced marketing to get results
March 13, 2012
The Mezzanine Group and Mirus International’s successful partnership is recognized in the Canadian Manufacturers and Exporter’s 20/20 magazine. The article outlines the benefits of Mezzanine’s outsourced marketing model, and the results it produced for a complex and technical company like Mirus.
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Marketing Innovation Globally
August 15, 2011
The Mezzanine Group is profiled in the new Leading Growth Firms report issued by the Ministry of Economic Development and Trade. In this report, entitled Measures of Success: Benchmarking High-Performing Ontario Firms The Mezzanine Group offers tangible advice on how to grow your firm globally. To obtain the full report click here.
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Marketing Tough Love
January 31, 2011
In his follow up to last week's article, Rick Spence follows Toronto based B2B Marketing and Growth Consultants, The Mezzanine Group, on their trip to London, Ontario to pitch a marketing plan for one of their clients.
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Marketing Strategy Will Pay Off
January 24, 2011
Marketing is the singular business discipline that separates successful growth firms from the legions of lifestyle businesses that never go anywhere. Sustained success comes from the ability to create brand recognition, to build a reputation as a trusted problem solver, to make the phone ring rather than always be the ones dialling.
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Just What is Marketing?
November 1, 2010
In his weekly column, National Post business writer Rick Spence ponders the definition of marketing and highlights The Mezzanine Group's 'Win Your Marketing Department' contest.
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RBC and Mezzanine Research Highlighted in Toronto Star
October 3, 2010
Women are changing the face of philanthropy. In this article on the role that women play in philanthropy, Star writer Laura Eggertson cites information from an RBC / Mezzanine study on women's approach to their finances.
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LISA SHEPHERD JOINS CANADA IN G20 YOUNG ENTREPRENEUR SUMMIT
June 21, 2010
June 21, 2010, Toronto, ON, Canada – This week, The Mezzanine Group, of Toronto, Canada, will join forces with other representatives of the G20 nations at the G20 Young Entrepreneur Summit (G20 YES), hosted by the Canadian Youth Business Foundation (CYBF), to address the role of youth entrepreneurship as the world moves into the post recovery phase.
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Mezzanine Profiled in a New Book by Michael Caldwell
February 1, 2010
TORONTO, Ontario – February 1st, 2009 – Mezzanine Consulting is profiled in a new book alongside Globalive Communications (the name behind YAK and WIND Mobile), Sweet Spot, Holeys (maker of the wildly popular shoes) and 16 other successful Canadian companies. The book, titled ‘Dynamic Entrepreneurs of the 21
Mezzanine in New Marketing Text Book
November 4, 2009
Leah Andrew and Lisa Shepherd of Mezzanine discuss how to successfully implement a Marketing Plan in the new marketing text book ‘Marketing – a Roadmap to Success’, written by professor Ajay Sirsi of the Schulich School of Business at York University.
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Mezzanine comments on Marketing Strategy in Financial Post Magazine
July 9, 2009
In the July 9th issue of Financial Post Magazine, Abena Rodwell-Simon and Lisa Shepherd provide guidance for small business owners on the best ways to manage a marketing strategy during a recession. Shepherd, CEO and founder of Mezzanine and Rodwell-Simon, a director, warn that if marketing is ignored coming out of the recession, sales opportunities will go astray. Some guidelines they provide: 1. Don’t Lose Sight of your Existing Clients 2. Be Selective 3. Stick with It (marketing often takes 6–12 months to show results)
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Mezzanine Offers advice on 'marketing more with less'
March 16, 2009
Leah Andrew and Lisa Shepherd of Mezzanine Consulting discuss ‘Marketing More with Less’ in the March issue of Profit Magazine. The article discusses the tendency for cash-strapped business owners to reduce sales and marketing activities in an economic downturn. But Andrew and Shepherd argue that companies don’t need to take this approach. Despite tight budgets, companies can maintain or even increase their marketing by using low-cost and innovative techniques.
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Mezzanine and Samsung Canada co-present at IT360 Conference
April 8, 2009
On April 8th, Mezzanine Consulting and Samsung Canada co-presented recent research in ‘Best Practices in Green IT’ at Canada’s largest IT conference, IT360 held at the Toronto Convention Centre. Mezzanine conducted a 2008 North American assessment of Electronic Life Cycle practices among leading companies in the retail, technology, financial services and healthcare sectors. Based on the research, Mezzanine identified a best practice approach to Greening the Electronics Life Cycle and the key success factors for implementing an effective enterprise program. Ron Hulse, Vice President Information Technology of Samsung Canada shared the company’s approach to the Electronics Life Cycle and its recent green initiatives, and how Samsung incorporates “green thinking” to the entire product lifecycle.
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Recession Proof Businesses: Mezzanine Consulting contributes to the Financial Post
September 16, 2008
Learn more about which businesses can remain strong in stormy economic waters. Mezzanine Consulting contributes expertise in Paul Brent’s National Post article ‘Professional Can Hang A Shingle’.
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Mezzanine Shares Marketing Expertise in the National Post
June 3, 2008
As part of the New Ventures Case Series, Mezzanine Consulting's Lisa Shepherd offers marketing expertise for a startup with a great product, but not a great plan for capitalizing on that.
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Mezzanine Featured in Direct Marketing News
March 5, 2008
Answering the question: "What was one of your most effective direct campaigns in 2007 and why?", Mezzanine detailed The View from the Mezzanine campaign. This year saw the expansion of the campaign, engaging a select group of individuals with a high-touch approach. Later in the year the content will be made available to a broader audience via our website.
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Lisa Shepherd speaks about the growth of small business in The Globe and Mail's Think Big feature
September 23, 2007
"The thing that makes small organizations wonderfully successful is their flexibility and nimbleness. Large corporations will choose to work with a small company because we're very responsive: It's not about our process; it's about their needs."
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What to drop when work gets too busy: Toronto Star (Matthew Gray)
May 10, 2007
"If you are spending 80 percent of your time filing government papers, getting all the accounting entries in place and it is adding 10 percent to the value of your organization, it is probably not a good tradeoff," says Matthew Gray, a senior associate at Mezzanine Consulting of Toronto.
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Lisa Shepherd shares expertise in National Post article
February 22, 2007
The successful launch of new products can stymie even the savviest of marketers, witness the tepid success Microsoft and Sony have had with their Zune music player and Play Station 3 game console, respectively. If the giants can stumble, imagine all the ways an entrepreneur or small business owner can get it wrong going to market.
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