The Mezzanine Group

The Mezzanine Group

May 14, 2015 08:33 ET

Technology Driving Radical Shift in Business Purchasing Behaviour

Marketing Expert Lisa Shepherd's New Book Defines New Era of B2B Growth

TORONTO, ONTARIO--(Marketwired - May 14, 2015) - Technology has radically changed the way buyers make purchasing decisions, writes business-to-business marketing expert and author Lisa Shepherd in her new book, The Radical Sales Shift: 20 Lessons from 20 Leaders on How to Use Marketing to Grow Sales in B2B Companies. This shift in purchasing behaviour has fundamentally changed the way businesses need to sell their goods and services, Shepherd finds. The book draws on the experiences of more than 200 small and mid-sized companies in the business-to-business (B2B) space over the past 10 years.

"Companies have relied on salespeople to move their goods for more than 100 years," says Shepherd. "But today's tech-savvy buyer has taken control of the purchasing process and they now resist talking to salespeople until they've completed their own research and are confident about their options. That means marketing is now essential to getting the attention of buyers and driving revenue generation. For companies built on the use of tried and true sales techniques in the past, this is a radical shift."

In The Radical Sales Shift, Shepherd provides a practical guide to reaching this new buyer and a roadmap to revenue generation for companies in the B2B space. The book includes advice from 20 business leaders who have successfully navigated the new rules of B2B selling and buying. It also provides diagnostic tools to help organizations of all sizes assess their current sales and marketing capabilities.

"Because half of the buying process is completed before a buyer ever talks to anyone in sales, marketing is essential to putting the right interactions in place to reach the new buyer and increase sales," Shepherd says.

A launch event for The Radical Sales Shift will be held in Toronto on May 27th at the Spoke Club, in which Mezzanine is giving away a $15,000 Strategic Marketing Planning Process. All marketers and B2B companies are welcome.

Lisa Shepherd is also the author of Market Smart: How to Gain Customers and Increase Profits with B2B Marketing, and founder of The Mezzanine Group, the leading B2B marketing company in Toronto providing in-depth strategy and marketing expertise to B2B companies. Shepherd is also a contributing editor for PROFIT Magazine and a frequent guest speaker at industry associations, economic development groups and universities.

About The Mezzanine Group

The Mezzanine Group is a team of B2B marketing specialists who deliver strategic expertise and implementation resources to improve the marketing of B2B companies. Mezzanine provides embedded marketing professionals on a fractional basis for companies who want great marketing, but don't want to hire an in-house team to get it. Mezzanine's decades of experience bring superior marketing execution and results to B2B companies.

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