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Matt Hodkinson - Chief MEHscapologist B2B Positioning, Messaging, Differentiation

London, UK

Founder and Chief MEHscapologist at Total Growth Ownership. B2B Positioning & Differentiation Expert, Marketing Strategist, Proud Dad and Best Selling Author of MEHscapology

  • Reviews 27
  • Answers 1

Great info, very helpful

Source: Clarity Patrick Dougherty Aug 13, 2020

My chat with Matt was super helpful and will save us a massive amount of time. He has excellent knowledge of inbound marketing, social and search. Highly recommended.

Source: Clarity Scott Evans Jan 5, 2016

Great tips from Matt even in the short 15 minutes that I had booked with him. Really helpful to get a European/UK marketers view on how things work on this side of the pond. Will definitely be calling Matt again in the future

Source: Clarity Ben Heinkel Dec 18, 2015

It was my first call with Matt and I was very very impressed. Very structured call, despite the relatively short time available he made an effort to understand the specific issue(s) and provide actionable advice. Goes without saying the fully understands the world of marketing and B2B agency marketing. Highly recommended!

Source: Clarity ✪ Tiz Gambacorta ✪ Dec 16, 2015

Matt is a brilliant resource. Great to have the focus on my issue from one of London's premiere content and inbound marketing experts. He outlined very clearly a tried and tested general approach and into resolving with detailed knowledge the next step that was holding me back.

Source: Clarity Sean Glasgow Oct 8, 2015

Matt was very helpful in answering the many questions I had. I will be talking with him again once I've explored the information he has provided so far.

Source: Clarity Nathan mckay Sep 14, 2015

Matt shared valuable insights on the current state of inbound marketing. He shared his experience and told us how it is done in real-life. He understood our value proposition very well and rephrased it to align with the real pain areas of our target customers. Overall, Matt was very helpful and professional in his approach to the call. He didn't waste any time. He kept the whole discussion focused on the core point. It was an extremely helpful call.

Source: Clarity Mohit Bhakuni Sep 14, 2015

Great advice on my outbound marketing campaign. Will be booking in the future

Source: Clarity Daniel Browne Aug 19, 2015

Matt provided offered some very useful tips on how to build an organisation that will provide lots of additional value. He was very clear and to the point and even gave me a bit of homework to work on. Overall, I am very pleased with the advice that Matt provided.

Source: Clarity Nigel Camp Jul 28, 2015

Good communicator, very professional and a great guy to work with.

Source: LinkedIn Simon Wilkinson Jul 15, 2014
Matt Hodkinson - Chief MEHscapologist, B2B Positioning, Messaging, Differentiation answered:

The controversial answer is ... content marketing might not be right for every business model. Some businesses with a high LTV (lifetime value) client might kill for 1.8 sales per month, whereas those in the "widgets", stack high, sell low, business would struggle to make ends meet.

That said, and assuming yours is a business where the LTV is considerable, there's more work that can be done to improve those figures. I see conversions from visit to opt-in of 20-50% for our highly-targeted and compelling offers. If you were to replicate the lower end of this, you would see 200 people joining your list. If your sales conversion held true, you'd be making 18 sales per month - would that prove profitable?

Content marketing is a largely iterative approach, and works best when it meets the following criteria:

1. Offers are targeted at one particular and very specific buyer persona. The prospect MUST recognise themselves in the situation you're discussing.

2. Performance and conversions are tracked, split-tested, and optimised over time. This is the only guaranteed way to improve performance over time.

3. You repeat the process. Unsurprisingly, those companies with more landing pages, offers, and email follow-up's convert exponentially more business.

My experience is limited to the world of B2B, but the above holds true for most cases I've encountered. I hope it helps.

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