B2B Marketing Blog

11 Aug 2015

Build Trust and Revenue: How to Collaborate With Sales

Since the launch of The Radical Sales Shift, we’ve been publishing the twenty lessons on the Mezzanine Blog. The lesson in this post is Lesson Twelve: Success Starts At The To...

12 Aug 2014

B2B Marketing - to outsource or DIY? That is the question.

Debating whether or not you should outsource your B2B marketing? We've taken a closer look at the pros and cons associated with each option to help you decide if an outsourced...

08 May 2013

Is It Possible to Overdress B2B Marketing With Social Media?

Coco Chanel was responsible for popularizing the acceptance of a wearable, casual chic. She created iconic garments for women that were simple and elegant without the indulgen...

12 Mar 2013

Does Qualitative Research Matter Anymore?

The growth of online analytic tools like Google Analytics has drastically changed how executives think about market research. With the ability to access more data than conceiv...

08 Jan 2013

A Proactive Approach to Dealing With Change

It’s obvious to all of us that the business landscape is highly dynamic and changing more rapidly than it used to. Unfortunately, most companies don’t realize that it is no lo...

26 Nov 2012

B2B Research – Finding Insights When There Seem to be None

We often work with B2B businesses looking for answers as to how, what and who they should market to. I was recently working on a project for a client where the target of our r...

12 Oct 2012

How to Fight Perception Challenges with Marketing

Several weeks ago I provided some advice to a company dealing with perception issues in their marketplace. In The Challenge article in the Globe and Mail my advice focused on ...

26 Sep 2012

Strategic Pricing in a B2B Environment

One of the challenges in a B2B environment is that, when re-launching or bringing a new product to market, it can be difficult to determine the right price. While in B2C prici...

14 Sep 2012

Some Intermediaries Should Be Worried, Should You?

Intermediaries are dead. Long live intermediaries!

16 Jul 2012

When Market Assessments Give You Bad News

We recently did a market assessment for a client who was interested in bringing a genuinely exciting innovation to market (in an industry that sorely needs it). It turns out t...