February 7, 2025
The world of B2B marketing is often packed with jargon and overloaded with features, but Alison Knott is taking a different approach—a much more refreshing one.
As the founder of Alison K Consulting, Knott is on a mission to bring personality, purpose, and real human connection back into business marketing strategies. With 14 years of experience and a penchant for tackling “juicy, nuanced” marketing challenges, Knott is proving that businesses don’t have to play it safe to stand out.
Beyond the Buzzwords: Putting People First in B2B Marketing
According to Knott, many B2B companies fall into the trap of mirroring their competitors, relying on industry lingo, and leaning too heavily on automation—often at the expense of genuine connection. “There’s this real pressure to be very professional and to hide behind jargon and to talk about all the features,” she explains.
Instead, Knott advocates for showcasing the people behind the brand, embracing customer service as a differentiator, and crafting messaging that speaks directly to the client’s world. In her view, the most successful B2B marketing doesn’t just inform—it builds trust. “You really do need to be having conversations with current customers and clients and also just having discussions that aren’t rooted in getting the sale.”
The Problem with Social Media Trends
While many businesses scramble to keep up with the latest social media trends, Knott takes a different approach. She warns that trend-driven content can lead to burnout, especially for small businesses.
Instead of chasing algorithms, Knott advises businesses to focus on meaningful engagement. She stands behind marketing strategies that encourage private, thoughtful conversations rather than public vanity metrics. “A lot of my clients, what they offer is something highly innovative, complex or sensitive in nature. So, their ideal audience is not going to comment on it. They’re not going to say publicly that they need this, that they have that problem, that they agree that this different idea is important.”
By creating marketing that fosters safe conversations—whether through direct messages, emails, or phone follow-ups—businesses can build stronger, more authentic relationships with their customers.
Marketing Snacks: A Fresh Take on B2B Newsletters
Knott’s signature quirkiness shines through in her Marketing Snacks newsletter, a playful yet practical resource for B2B marketers. What started as a data-driven project called Notable Numbers evolved into a more digestible (pun intended) mix of industry insights, resources, and—of course—snack recommendations. “I’m obsessed with snacks, I love snacks, salty snacks, sweet snacks. I think owning a business is tough. I think B2B is tough, and I think marketing is tough. Why not call it Marketing Snacks?” Knott says with a laugh.
The newsletter reflects her belief that marketing should be engaging, informative, and, above all, human. “My whole goal is for people to open that up and they’re delighted. They’re not overwhelmed,” she adds.
Looking Ahead: The Future of B2B Marketing in an AI-Driven World
Knott has strong opinions on the rise of AI in marketing. While she acknowledges its potential, she predicts a reckoning for businesses that rely too heavily on automated content.
“I think we’re hitting a critical mass right now in 2025 of everyone sounding the same, everyone’s producing content for the sake of getting it fast, but it’s not necessarily good,” she warns. “but I think in 5 years, we’re going to see the companies that kept making sure that people were front and center versus making this as fast as possible and outsourcing it as quick as possible, those are the folks that are going to remain strong and have better brand recognition and better outcomes for their clients.”
She sees the future of marketing as a balance between technology and human insight. “AI is great, but it’s never actually had to buy something. It’s never had to do the work of overhauling an entire tech system. AI has never had to actually sit down in strategic meetings and work out tough problems.”
For Founders Who Want to Change the World
At its core, Alison K Consulting isn’t just about marketing—it’s about amplifying voices that might otherwise go unheard. “I think part of that is my own background and the people I keep in my circles. Most of us are underrepresented individuals from a variety of ways,” Knott shares. “So, if people are going, ‘I like this. I’m a founder who feels underrepresented or I have a voice that isn’t fitting neatly into certain boxes and I think I can change the world.’ I get it. Darling, come to me. I’d love to talk about it.”