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Before you are
in the room
Direct outreach covers the accounts you name. But making the shortlist can depend on what a buyer finds without you.
COMPANIES THAT TRUST US
Account-Based Marketing (ABM)
For the accounts you name
ABM treats a named list of accounts as the market rather than a segment. Each account gets attention based on how much it is worth to win.
One to many
Always-on activity across your defined market, keeping you present with accounts that are not buying yet and picking up the signals that show when one starts.
One to a few
Focused programmes tailored to a defined group of high-value accounts. Combines personalisation with automation to drive deeper engagement.
One-to-one
Highly personalised account plans developed in close alignment with sales. Reserved for your most valuable commercial opportunities.
Built in HubSpot
aligned with Loop
HubSpot’s Loop Marketing framework sets out how marketing works now: express, tailor, amplify and evolve, in a continuous cycle. The Engine follows the same cycle, and adds what complex B2B needs on top of it: a governed knowledge base and a single commercial record. The ABM model runs in HubSpot, so your marketing is:
- Data-led, providing a clear view of account activity and intent
- Automated, enabling scalable personalisation and timely outreach
- Accountable, with full-funnel reporting to track what’s working
Answer Engine
Optimisation
Make your technical expertise machine-readable.
We optimise your outward-facing content, so generative AI engines accurately find, understand, and cite your business. Answer Engine Optimisation (AEO) is an extension of Search Engine Optimisation for AI tools like ChatGPT, Claude, and Gemini. The objective is unchanged, being found and accurately understood. What changes is that these tools answer the question directly rather than listing links.
Around 29% of B2B buyers now begin their research with AI tools (McKinsey, 2026). That means an engine is summarising your capabilities, approvals, and site footprint before anyone opens your website.
If that data is unstructured, the summary gets assembled from whatever the engine can find. Approvals come back wrong. Sites get left out. A wrong specification costs you the buyer's trust before a human conversation starts.
AEO reduces that risk by making your verified data the version AI engines read.
Structure
and accuracy
Where SEO rewards keywords and backlinks, AEO rewards structure and accuracy. AI engines answer from your content rather than linking to it, so what matters is whether your data is complete, verified, and clear enough for an engine to use with confidence.
- Visibility audit: We test how the major AI engines currently describe your capabilities and sites, and identify where the answers are thin, incorrect, or missing.
- Structured capability data: We turn your positioning, technical specifications, and compliance boundaries into machine-readable schema across your capability, service, accreditation, and site pages.
- Content structure: We rebuild those pages so the answer to a buyer's question is extractable and consistent wherever an engine finds it.
- Ongoing monitoring: We track how you are described and cited across the leading answer engines, measure share of voice, and flag when a competitor is named in your place.
Advertising & Paid reach
aimed by your data
Advertising is a channel. We set it up to carry what your content system produces to the audiences defined in Commercial Data, keeping you present between buying cycles and there when someone searches.
- LinkedIn: We match your market map on LinkedIn, so ads reach the right roles at your named accounts and across your sector, with posts from your own people promoted as Thought Leader Ads.
- Search: We build Google and Microsoft Ads around the capability, process and certification terms your buyers actually search for.
- Trade publications: We place sponsored content in the newsletters and sites your sector reads closely, alongside your earned coverage.
THE WORK RUNS IN FOUR PARTS
What this produces feeds the Connected Data Loop, so each round starts from what worked in the last.
WHAT AI SAYS ABOUT YOU
Where answer engines get you wrong, and a plan to put it right.
A growing share of research now starts with an AI tool, and the engine summarises your capabilities, approvals and sites before anyone opens your website. We test what the major engines say about you today, fix the structured data that tells them who you are, and set out a prioritised plan for everything else.
How it runs
We run a visibility audit, and you see the actual responses rather than a score. From that, a one-hour review is conducted to agree on the priorities. We then add structured data for your organisation, accreditations and sites, and restructure up to three priority pages with whoever manages your website.
What it produces
A visibility audit, structured data for the facts engines most often get wrong, three priority pages restructured, a prioritised plan for the rest of your site, and monitoring set up. The remaining pages are worked through as part of running the programme.
WHO KNOWS YOU BEFORE THE ENQUIRY
Your wider market, reached consistently.
Most of your market is not looking for a supplier today. When it is, it will often shortlist the ones it already knows. We set up the one-to-many layer of the programme: paid reach on LinkedIn, search and trade publications, carrying what your content system produces to the sector audiences defined in Commercial Data.
How it runs
A one-hour session to agree on audiences, channels and spend. We set AdAccounts (if you don't already have them), matched audiences, retargeting and tracking in your accounts.
What it produces
LinkedIn matched audiences and Thought Leader Ads, Google and Microsoft search ads, sponsored placements in up to two trade publications, retargeting across LinkedIn and Google, and tracking into HubSpot, with the first ads live.
WHO YOU REACH BY NAME
Account-based marketing for the accounts worth pursuing now.
The named shortlist from Commercial Data is where direct attention goes. We set up the one-to-few tier for a defined group of high-value accounts, and the one-to-one tier for one opportunity that warrants a programme of its own, developed in close alignment with your sales team.
How it runs
A two-hour session with sales to agree on the accounts, tiers and what each one needs. Account plans and sequences are built by us, with sales signing off on the one-to-one plan.
What it produces
A one-to-few programme for up to fifteen accounts, a plan for the one-to-one account, and the foundational sequences and assets for each, ready to run in HubSpot.
WHAT IT PRODUCES
Reporting across all three, read on one cycle.
Each part of the programme answers a different question, so the reporting has to bring them together. We set this up in HubSpot to report on account engagement and pipeline progression, reach and engagement across your wider market, and how answer engines describe and cite you, all on the same record that the Connected Data Loop learns from.
How it runs
A one-hour session to agree on what leadership needs to see and how often. Dashboards and reports are built by us.
What it produces
Reporting dashboards in HubSpot covering all three parts, a quarterly review format, and the results feeding the Connected Data Loop.
Why it matters
Beyond the shop floor
The plant runs on measurement, process control and quality gates. The commercial front end has been left to run on judgement and habit. This report sets out what engineering it to the same standard involves.
why work with
equinet media?
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HubSpot Solutions Partner since 2011
Outstanding customer rating
Customer retention rate on HubSpot
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Years delivering for customers on HubSpot
WHERE TO START
Whether you want to talk about your growth goals or our methodology, here's how.
CONTACT US
You know your goals. If it would help to talk through how we could support that, send us a message, and we will reply within one business day.
THE WALKTHROUGH
Forty-five minutes Commercial Engine walkthrough, one step at a time. You leave with a one-page map of what is already in place and where it makes sense to start.