Quick answers to frequent questions.
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- What is a Growth Engine?
A Mezzanine Growth Engine is a demand and lead generation system for a B2B company that sells complex products, services or solutions.
A Growth Engine has components to:
- raise awareness
- build a company‘s credibility and reputation
- generate leads among new and existing customers
- nurture opportunities
- help salespeople convert prospects to new customers.
Growth Engines involve people, processes, and technology.
Typically, a Growth Engine will increase the size of a B2B company's sales funnel by over $1,000,000, and between 30 - 100% within 12 months.
- What kinds of companies do you work with?
We work with B2B companies that sell complex products, services and solutions. We specialize in manufacturers, business services and technology companies that have a complex sale. Typically, our clients have revenues between $10M and $1B. They are looking to accelerate and systematize demand and lead generation and build in-house knowledge and capacity for strategic demand and lead generation.
We also work with funded companies (venture capital or private equity) who are pre- or early-stage revenue looking to rapidly accelerate revenue growth through systematic demand and lead generation combined with a strong sales process and leadership.
- How long does it take to see results?
We have an orientation for action. Our goal is to get your first demand and lead generation campaign in-market within one month. From there, we accelerate campaign activity within the first three months, and look for measurable pipeline growth within 3 to 6 months. Depending on a company's sales cycle (which range 3 - 18 months among Mezzanine clients), we look for revenue growth attributed to demand and lead generation within 12 months.
- How much do your programs cost?
Accelerated Lead Generation programs cost about $15,000 per month for 3 months. This is the model in which we take on lead generation for your company. We typically run 5 campaigns in this time, focusing on your strongest opportunities to generate high-quality leads as quickly as possible. We use your existing resources (content, lists, etc) as much as possible in order to move quickly.
B2B Growth Engines range $15,000 - $75,000 per month, usually on a one or two year contract. In this model, we work alongside your team to build a strategic capability in demand and lead generation. We expect to increase your funnel by 150% or more, deliver an ROI of 200% or more, and create a sustainable and scalable model for growing your sales funnel.
- What is the difference between Mezzanine's Accelerated Lead Generation and Strategic Growth Engine programs?
The main difference is the length of engagement.
An Accelerated Lead Generation program is usually 3 to 6 months and can be renewed based on a company's goals. Accelerated Lead Generation is intended to create leads immediately for a sales organization and to augment a company's existing sales and marketing resources, and to leverage the company's existing systems and assets (eg technology, content, customer base). Marketing and Sales VPS often use Accelerated Lead Generation to bolster a weak sales funnel to meet quarterly or annual revenue goals.
A Strategic Growth Engine program is typically 12 to 24 months. The focus of the Strategic Growth Engine program is to rapidly create leads for the sales organization, and also to build a company's capacity for strategic demand and lead generation so that at the end of the engagement the organization is in a position to run demand and lead generation function successfully in-house.
- How is Mezzanine different from other lead gen companies and marketing agencies?
Mezzanine is strictly focussed on B2B (business-to-business) companies with a complex sale.
We work with senior sales and marketing leaders who are looking to make a significant and measurable improvement in their sales funnel through strategic demand and lead generation.
We combine strategic business acumen with knowledge of demand and lead generation tools, technologies and processes.
Mezzanine's demand and lead generation process is proven and award-winning.
- What is the process for starting to work with Mezzanine?
We start with a 30 to 60 minutes conversation with you (usually by Zoom) to understand your business and demand and lead generation goals.
During that call, we discuss your business and sales organization, and whether the Accelerated Lead Generation or Strategic Growth Engine processes will help accomplish your growth goals.
If they can, we will propose the Accelerated Lead Generation or Strategic Growth Engine programs and how they can be implemented in your company.
Kick-off of a program can usually begin within 10 business days.
- When should a company consider implementing a B2B Growth Engine?
B2B companies often start out through the expertise of their founder and one or two sales people.
When a B2B company with a complex state sale starts to have stagnating growth based on the efforts of their own sales organization and perhaps limited in-house marketing, it is time to consider a Growth Engine.
A Growth Engine is a strategic initiative, aimed at strategically enhancing a company's demand and lead generation capabilities.
Mezzanine Growth Engines are not suited to companies with only transactional sales under $1000, revenues less than $5M (unless they are funded and looking to rapidly accelerate growth) or highly commoditized products and services.
- What should you expect from building a Growth Engine?
A B2B Growth Engine is a systematic and disciplined function that will create awareness, build a company‘s reputation, attract opportunities, and help your sales organization convert prospects to new customers.
You should expect your sales funnel to grow by 150% or more, an ROI of 200% or more, and for your business to systematically attract new sales opportunities. The valuation of your company will increase based on having a scalable, modern and measurable system for attracting new business.
- Why are you called Mezzanine?
Many people who know the financing world understand the concept of mezzanine debt, which is a structure between debt and equity. Mezzanine is something similar on the revenue side of a business. We are a solution to grow a company's revenue generation capabilities (specifically demand and lead generation) over 1 to 3 years, and ultimately to have a transition to a different structure of demand and lead generation, typically an in-house team.
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 the details.