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Inbound Marketing Age

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 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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Are white papers really still relevant in the world of modern content?

Written by Jeremy Knight  |  7, January, 2014  |  0 Comments  Subscribe

In an age where Generation Y are, as I observed in an earlier post, “completely visual learners”,  with Generation X not far behind, does the rather formal, text-heavy, slightly august medium of the white paper still have any kind of place in your content writing armoury?

Should you just abandon it in favour of what David Meerman Scott, in his New Rules of Viral Marketing, called “the stylish younger sister to the nerdy white paper” - the more visual, interactive and “human” eBook?

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The lure of LinkedIn for effective B2B online marketing

Written by Jeremy Knight  |  20, November, 2013  |  0 Comments  Subscribe

When we hear the term “social media”, many tend to think instinctively of the giants that deliver and dominate the world's everyday online conversations – Facebook, Twitter and now Google+. After all, we make extensive use of these platforms in our personal and our professional lives, both as consumers and publishers.

But, the frontrunner in the B2B social media space isn't any of the sites mentioned above. Instead, it's the rather more serious and business-like LinkedIn.  And when you look into its killer demographics, you see why. Steve Rayson's recent slideshare puts LinkedIn's membership at 250 million, 69% of whom are in the higher-income decision-making bracket, and 79% of whom are 35 or older. It's hardly Facebook, is it?

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How will Google impact the choices you make tomorrow?

Written by Jeremy Knight  |  5, November, 2013  |  0 Comments  Subscribe

Concerns over the NSA and GCHQ allegedly passing themselves off as Google in order to intercept private Internet communications have been mooted as motivation for the search giants dramatic stepping up recently of ‘encrypted search’, as it purportedly moves to “increase privacy for its users”. The fact that unencrypted data will still be accessible to AdWords customers however (albeit to a lesser extent), has left some questioning the full extent of those motivations.

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Surefire ways to convince the boss your B2B blog is great idea

Written by Jeremy Knight  |  20, September, 2013  |  0 Comments  Subscribe
We've written on several occasions about the importance of C-level buy-in for your B2B content marketing activity, and for good reason. Never forget the statistic we cited in an earlier
post - organisations without C-level buy-in are three times more likely to fail at content marketing!

But, as we also explored in our last post, many elements of content marketing are actually counter-intuitive to your C-level colleagues' instincts, so securing their buy-in is far from easy.

One element of the content marketing toolkit that tends to attract their refusal more than most others, we have found, is blogging.  The B2B blog’s perceived combination of labour-intensive production, non product-focused content and a potentiality for reputational riskiness sets the C-suite's nerves on edge and triggers the objection reflex.

So how are you going to turn it around and convince them that a blog adds significant value to the marketing mix? Cue a very quick course in C-level blog objection-handling!

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Why your content marketing commitment may be missing the mark

Written by Jeremy Knight  |  17, September, 2013  |  0 Comments  Subscribe

This is one of those subjects that is difficult to address without sounding smugly and unjustly critical. Of course your commitment's not missing the mark, you protest. You're “doing” it diligently, and you have been for a long time.

The evidence and the hard work are there to see. You have case studies. That's content. You have blogs. That's content, too. You have whitepapers and discussion documents, joint-branded research and surveys, email newsletters, and other material besides. Clearly, when it comes to modern marketing, you've seen the light, swallowed the pill, "ponied up" the investment and pulled the trigger good and hard.

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