The Inbound and Content Marketing blog

Jeremy Knight

Jeremy Knight
Jeremy spent 20 years as a B2B publisher, creating publications targeting the private equity and fast growth business sectors before launching Equinet Media in 2009.

Recent Posts

How to avoid common pitfalls when defining your buyer personas

Written by Jeremy Knight  |  10, May, 2017  |  0 Comments  Subscribe

In modern marketing, buyer personas are integral to everything you create as a content marketer. Buyer personas are representations of your target customers based on real-world information and educated guesses. Their likes, dislikes, habits, behaviours, motivations and concerns, as well as their job function, where they spend time online, decision criteria, and more.

The trouble is, as with so many recent marketing developments, the subtler ideas around personas are often not fully understood. Getting your personas right, and keeping them current is not as easy as it sounds. Here are some tips to avoid some of the common pitfalls when defining your buyer personas.

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How to avoid a big disconnect in your inbound marketing

Written by Jeremy Knight  |  23, June, 2016  |  0 Comments  Subscribe

In short - inbound marketing will count for little if your efforts don’t convert to sales. For sure, inbound marketing can help generate leads, build an audience, raise your profile and extend your reach but, ultimately, without a strategy for sustainable sales growth, you are likely to end up focusing on the cost of doing inbound rather than the revenue generated from it.

Problems surface if your sales team are not bought-in on the inbound methodology. And where there has been a historical misalignment between Sales and Marketing (curiously common considering both functions are part of the ‘revenue department’), this can exacerbate the issue.

So, if you are taking a closer look at how inbound marketing could reverse your fortunes, be sure to consider how you are going to involve the sales team from the outset.

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Inbound marketing and sales and the need for an SLA

Written by Jeremy Knight  |  16, June, 2016  |  0 Comments  Subscribe

The old sales playbook would likely quote "always be closing" or "it’s a numbers game". The sales team would be "calling to touch base" or overheard, for the 50th time that day, saying "if I could show you a way…"

Essentially, if a sales rep wasn’t spending the larger portion of their day hustling prospects, trying every trick in the traditional sales playbook to get that deal signed, sealed and delivered, they were likely not long for the role.

The sales manager didn’t care if the solution they were selling benefited the potential customer or not. Their world was driven by the numbers, and "the numbers don’t lie". Unlike the buyer because "buyers are liars" (sic) so, get your foot in that door and show me the money.

But the world around us has changed. Customers are empowered by technology, the internet and the social web. Today, they want to inform and educate themselves long before they are ready to speak with someone in sales.

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5 facts you'll need from HubSpot’s State of Inbound 2015

Written by Jeremy Knight  |  15, October, 2015  |  0 Comments  Subscribe

HubSpot has just released its seventh annual State of Inbound report. So what does it tell us about inbound marketing today? 

The comprehensive document, which is just over 70 pages long, represents the experiences of almost 4,000 marketing and sales professionals across 150 countries. The majority of these respondents work for B2B SMBs. 

The good news is that the report paints a very positive picture - both for now and the future. Inbound marketing continues to grow as a movement - with positive results across the board. 

Whether you're a seasoned inbound marketer, just getting to grips with the methodology, or have never tried it at all, there are a number of illuminating insights. 

Here are five things we can learn from HubSpot’s State of Inbound 2015 report:

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3 powerful in-depth steps to planning successful Awards

Written by Jeremy Knight  |  1, September, 2015  |  0 Comments  Subscribe

You are here because you may be considering setting up Awards for your organisation. I have written this post especially for you. Working on over twenty Awards during my time as a magazine publisher has given me a certain insight. And I hope to share that insight with you here with over 200 tips.

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How to connect at the heart of your marketing strategy

Written by Jeremy Knight  |  13, July, 2015  |  0 Comments  Subscribe

People often think of connections as a social thing - how we connect with followers and attract likes, how we link to connections we have met and worked with.

And while this is absolutely true and vital, it is not the full picture. Not even close.

Any effective marketing strategy will incorporate a plan and a policy for social media, of course, as it should. But, without a 360-degree consideration of how we build an audience, how we connect at every step, and how we sustain online relationships - a purely social approach will come up short. 

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Has professional services marketing changed forever?

Written by Jeremy Knight  |  14, October, 2014  |  0 Comments  Subscribe

It’s not so long ago that most professional services work was won through referrals. Not just from client recommendations, but also from hours of networking invested over the years, building relationships with introducers and intermediaries.

Referrals still work of course but, for most firms, fewer clients are won in this way today. In fact, tougher regulation in various sectors has made referral for new business almost impossible. Tighter controls recently imposed on the legal sector are testament to that.

Maybe therefore your firm is not growing at the same rate as it used to.

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WTF is SMarketing?

Written by Jeremy Knight  |  1, October, 2014  |  0 Comments  Subscribe

Historically, for many organisations, the relationship between Sales and Marketing resembled a battleground - Sales contesting that leads from marketing were woefully unqualified, and Marketing feeling affronted by the apparent lack of effective follow through on their hard won leads. For many, the rift ran deep.

Replace the guns and blades with pointed fingers and heated memos, and you’ll have seen this scenario at some point in your career, I can almost guarantee it. You may even feel things aren't that much better today.

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Sales and marketing just got better: HubSpot launch new CRM

Written by Jeremy Knight  |  17, September, 2014  |  0 Comments  Subscribe

I don’t need to tell you: selling just doesn’t work like it used to!

It used to be a salesperson held all the cards – had all the information a buyer needed, and the consequent power over any deals on pricing, spec, etc.  But today, information is highly accessible to anyone who cares to search for it, and the buyer holds the upper hand.

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7 simple B2B blog strategy tips that will help you get read

Written by Jeremy Knight  |  1, July, 2014  |  2 Comments  Subscribe

According to research in The State of Inbound Marketing 2013 by Hubspot (sample 3,339) 62% of marketers published a blog in 2013 and almost 80% reported inbound ROI, proof that they can be ultra-critical to the success of your business.

A good b2b blog has multiple benefits and can be a great way of projecting an authoritative and trustworthy company personality to your existing customers as well as helping you get found by new prospects, too.

If it contains relevant and useful insight, helpful advice, and intelligent opinion, it will get shared, extending your reach. And, each time you publish a new post you are adding a new page to your website, so you become more visible to the search engines.

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Why B2B marketers need a media-first approach in their marketing mix

Written by Jeremy Knight  |  9, June, 2014  |  0 Comments  Subscribe

Brian Clark, CEO of Copyblogger Media and architect of the recent ‘agile’ launch of New Rainmaker (a new inbound/content/automation marketing platform) coined the moniker ‘media not marketing’ to position his latest offering which comprises the suite of software solutions used behind the highly successful Copyblogger platform.

‘Media not marketing’ goes to the crux of how b2b marketers need to rise above the tsunami of ‘noise’ flooding the Internet today, especially if you are in a crowded market. Look at it this way -- in 2010 Eric Schmidt, then CEO of Google, was quoted as saying “Every two days now we create as much information as we did from the dawn of civilization up until 2003”.

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