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The jury has been out for some time – social media is here to stay.  While most B2B companies lagged behind B2C companies when it came to adopting social media, that tide has shifted and more B2B companies are creating an online presence.  We’ve written… more »

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Every marketing tactic has a purpose behind it – from a simple activity, such as a press release, to larger scale tactics, such as the development of a new website or company-sponsored event.  No matter the tactic or the degree of complexity, there are always… more »

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At The Mezzanine Group, we focus on the science of marketing.  We’ve talked about the “art” of marketing, which can be fun and creative, but it takes more than pretty pictures to achieve marketing ROI. For many B2B companies who are in the process of… more »

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Marketers can sometimes get too focused on the day-to-day of marketing execution.  With so many tactics underway, marketers can get mired in the detail and lose sight of the bigger, business picture.  This often happens with sales figures. Having worked with over 200 B2B companies,… more »

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I’ve been fascinated with a reality show called The Pitch on AMC.  I can’t help myself.  Probably because it reminds me of the earlier part of my career when I worked at an agency, and also because it’s exactly how agencies run, how the pitch… more »

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Over the years, we’ve written a number of blogs and articles that included a framework for marketing strategy development, making the linkage clear between marketing strategy and corporate strategy. In this blog post, I’d like to emphasize 4 reasons why B2B companies need to address… more »

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