The Mezzanine Group Grows with New Senior-Level Hires, Clients

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Toronto-based B2B Marketing Company Moves to Larger Downtown Space to Accommodate Growing Team

Marketing is the new sales, and it’s become a powerhouse for revenue generation. We’re taking on a lot of the heavy lifting that used to be shouldered by sales teams.

The Mezzanine Group, the Toronto-based marketing company specializing in strategy and implementation for business to business organizations, today announced the addition of three senior-level marketing directors to its growing staff. The new hires follow on the heels of the company’s move to a larger office space on Camden Street in the downtown core and the addition of twelve new clients to its roster.

The new hires each bring over a decade of experience to the firm’s already seasoned team.

Aimee Kessler Evans most recently headed up the content practice for Blast PR, a boutique agency serving the world’s leading digital advertising technology companies. Her B2B experience spans nearly two decades, and includes influential roles at MarketingSherpa, Prudential Retirement and PGi. Evans’ expertise in B2B content marketing has helped guide several promising technology companies to their goals of either VC funding or acquisition.

Trish McLean has over 16 years experience in bringing marketing strategies to life through all communication channels. Her career began agency-side in account service, but since shifting client-side more than a decade ago, Trish has held senior management level positions leading marketing strategy and execution. Over the last 10 years, she has been focused on the growing awareness and usage of digital products and services.

Tania Stadnik led the marketing and communications departments for TTI Travel, a leading Canadian travel management company, and HRG North America, a global travel management company, where she was responsible for the planning and implementation of all marketing communications initiatives. Tania is a board member for the Toronto chapter of the American Marketing Association.

The new hires, along with additional hires made in late 2013, bring The Mezzanine Group’s growth to 50% over the last year.

The twelve new clients span verticals including industrial, technology and business services. More hires are planned in 2014 at both the Director and Associate levels. “We’ve created a very effective model,” said CEO and Founder Lisa Shepherd. “Our Marketing Department Service is clearly a compelling option for many B2B companies - both product and service businesses.”

In the business-to-business world, more and more purchase decisions are made online, before a customer ever picks up a phone or meets with a sales rep. “The consultative sales cycle is evolving,” said Shepherd. “Marketing is the new sales, and it’s become a powerhouse for revenue generation. We’re taking on a lot of the heavy lifting that used to be shouldered by sales teams. It’s marketing that now educates prospects with digital content. By the time a prospect reaches out to a sales rep, they’ve already completed a large portion of the purchase process.”

While the bulk of revenue generation budgets had formerly been allocated to sales, CEOs at small and mid-sized companies are now beginning to shift more of their spending to marketing and making changes in their sales organizations in order to improve their abilities to acquire new clients and grow existing clients. That shift has been a tremendous growth driver for The Mezzanine Group.

About the Mezzanine Group

The Mezzanine Group is a B2B strategy and marketing company based in Toronto, Canada. Clients using Mezzanine’s Marketing Department Service have achieved 30 – 100% more leads within 18 months, become known as industry leaders and enhanced their profits by as much as 600%. Over a dozen of our clients have been on the PROFIT 500, many of them multiple years.

The Mezzanine Group was founded by president Lisa Shepherd. She has worked with over 200 companies to increase their profits through effective marketing, and has grown Mezzanine into a four-time winner of PROFIT’s Fastest Growing Company award. Lisa is a recognized expert on B2B strategy and marketing, and speaks and writes extensively on B2B growth. Her expertise has been featured in The Globe & Mail, PROFIT Magazine, 20/20 Magazine, The Toronto Star and The National Post. She is the author of Market Smart - How to Gain Customers and Increase Profits with B2B Marketing, available on Amazon.

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Aimee Kessler Evans
since: 10/2009
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