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Lisa McKenna

Lisa McKenna
Lisa McKenna is senior writer with Point To Point, responsible for developing, writing and editing content in various forms for client and agency projects. A longtime editor and journalist with the trade media, Lisa has received several accolades for her B2B experience, including an award of excellence from the American Society of Business Press Editors and excellence in journalism awards from the Press Club of Cleveland. Lisa is currently focusing on creating results-driven content strategies for inbound marketing programs, as well as developing content that consistently captivates and engages followers to support growth objectives.

Recent Posts

Lessons from Content Marketing World 2018

If there were lessons to be learned from Content Marketing World 2018 held in Cleveland, Sept. 4-7, it was the staying power of long-form marketing content, the rise of social responsibility messaging, and the value of taking the less-traveled or overlooked routes to inspiration.

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6 Ways B2B Companies Can Leverage Social Media


Today, there are more than 1 billion people with social media accounts.

But, contrary to popular belief, they’re not all searching for funny cat videos and selfies from their BFFs. Quite a few are business people who could benefit from the products or services you offer. In fact, more than half of B2B buyers search for product information on social media. Which is why more and more B2B companies are entering this brave new world.

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Customer Personas: Understanding Your Audience To Maximize Engagement

One of the important objectives of a content marketing strategy is to effectively engage with customers and key influencers, both online and offline. To accomplish this, you must provide these audiences with a continuous stream of information that is uniquely relevant to them — information that solves a problem, answers a question or addresses a top-of-mind concern.

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What Buyers Want vs. What Sales Is Giving Them

Sales priorities haven’t changed much in recent years. HubSpot’s recent State of Inbound 2017 survey reveals, most sales teams remain focused on one priority: closing more deals.

But the way they accomplish that goal has changed, HubSpot’s findings show. The annual survey of some 6,400 sales and marketing professionals from around the world sheds new light on the top sales challenges and priorities organizations are facing today.

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5 Essential Skills for Content Marketing Teams

It’s no secret that the world of Content Marketing continues to evolve, mutate and change. It seems that every time we turn around, there’s a new platform to explore or a new trend that promises to increase sales leads and improve ROI.

In 2017, the trend toward decentralizing content continues to accelerate, as marketers experiment with new channels and new opportunities within existing channels.

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7 Types of Content That Will Enrich Your Website

B2B organizations create, run across and discover some of the most highly tailored, specific and exclusive types of content on the planet.

This content might take the form of statistics on product use from target audiences, success strategies from customers, or even new alternatives relating to how certain products can be used.

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