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B2B Marketing Blog

Written by Lisa Shepherd
on July 16, 2020

Business-to-business (B2B) companies have entered a new era of revenue growth. The days of product leadership being enough to sustain sales increases are gone, and the role of demand generation, lead generation and digital marketing are creating new opportunities for strategic marketers in B2B companies everywhere.

That's lead to some exciting developments for Mezzanine (who you’ve known as The Mezzanine Group) in the last year. We're excited to unveil our new name and brand to you: 

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Why A New Name

Like all businesses, Mezzanine has evolved. We began as a marketing consultancy in 2005, became an outsourced B2B marketing service in 2010, and shifted to a Demand and Lead Generation specialist in 2019. Each of those shifts reflected an increasing specialization and an adaptation to client needs.

The name change is part of the shift. Our new name, Mezzanine B2B Growth Agents, proclaims what we do for senior leaders of B2B companies: Growth.

Growth in sales pipelines, revenue, market share and profit is the name of the game, and it’s all we do. Mezzanine’s award-winning methodology increases sales funnels by at least 150% for manufacturing, technology and business services companies. The new name is intended to make that clear! 

 

What’s Different About Mezzanine Now? 

Like the name change, our services and focus have shifted slightly. In the past few years we’ve seen a greater focus on Demand and Lead Generation. These are the services that resonate most for B2B leaders. They create the most impact, most immediately. And so we now offer two services: 

 

Accelerated Lead Generation

We take on lead generation for a B2B company in an intense three-month period. We typically run 5 campaigns, focusing on the strongest opportunities to generate high-quality leads as quickly as possible. We use a company’s existing assets as much as possible (for example content and lists) in order to move quickly.  

 

B2B Growth Engines

We work alongside an in-house marketing team to build a strategic capability in demand and lead generation, usually over the course of 12 – 24 months. We expect to create a consistent and powerful engine for generating revenue, increase the sales funnel by at least 150% and deliver an ROI of at least 200%.  All the while increasing the value of the company based on the business having a measurable and scalable revenue generation system.     

 

Why 'Mezzanine' Anyway?

People who know the financing world understand the concept of mezzanine debt, which is a structure between debt and equity.

But ‘mezzanine’ isn’t something they think of when it comes to revenues.

When we started, we wanted to take the concept of a hybrid structure and apply it to growing a company’s sales. Mezzanine builds a B2B company’s revenue generation capabilities for the short and long-term - in a hybrid manner that combines, in the most effective way possible, in-house resources and knowledge with outside expertise. 

As it happens, Mezzanine was also named when Lisa was attending an event and standing on the mezzanine level, looking down at the main level and realizing that the mezzanine is the best place to be when you want to see what’s going on - far enough away to get an objective and complete view, but close enough to still see all the details.

 

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Want To Learn More?  

If you're in charge of revenue generation in your company and are looking at options for demand and lead generation, book a call to learn how Mezzanine might be able to help. No pressure call and you're guaranteed to get a few actionable tips to improve your company's demand and lead generation.   

 

BOOK A CALL WITH LISA

 

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