Can you tell us about the founding story behind In Motion Marketing?
In Motion Marketing began with a clear goal: to help B2B businesses grow. We do this through effective and customized digital marketing solutions. The founders saw that many small and medium-sized businesses (SMEs) had trouble with digital marketing. This was especially true for targeted and measurable growth. While large agencies provided one-size-fits-all solutions, we focused on creating strategies for B2B companies. Our goal was to help them grow without overspending. We began by providing basic services like SEO and paid search. Soon, as our clients needed more, we expanded to account-based marketing (ABM), content marketing, and lead generation. Over time, our portfolio grew to include tech, life sciences, and B2B startups. These companies needed marketing support and strategic insight to navigate digital spaces.What specific marketing services do you offer?
At In Motion Marketing, we take a bottoms-up approach. This helps our clients build a strong foundation and a lasting growth strategy. Here’s how we break it down: 1. Messaging and Branding We start by ensuring your messaging and branding accurately convey your value proposition. If your target audience doesn’t understand your offering, they won’t buy from you. Your brand must communicate who you are, what you offer, and why it matters. This is the foundation of any successful marketing effort. We help improve your brand voice and clarify your messaging, making sure everything matches the value your business offers. 2. Demand Capture Once your messaging is clear, the next step is ensuring potential customers can find you when they’re ready to buy. We focus on demand capture through platforms where people search for solutions like yours. This includes websites, Google Ads, Facebook Ads, and other performance-driven channels. We want to ensure your business shows where your customers are looking. We do this with optimized websites, effective paid search campaigns, and targeted ads. These ads reach the right audience at the right time. 3. Demand Generation Not everyone is ready to buy, which is where demand generation comes in. This is about reaching potential customers earlier in their buying journey. This happens before they start looking for your product or service. We focus on creating content that educates, informs, and builds awareness while keeping costs manageable. We create a simple content process. This helps you generate leads earlier in the funnel without spending too much money. It also ensures that when your audience is ready to buy, they already know and trust your brand. This complete approach begins with your core messaging. It continues with capturing demand and ends with effective demand generation. This method helps our clients achieve long-term success in digital marketing.What’s the technology stack behind In Motion Marketing?
We depend on a strong tech stack to help our team work well and achieve clear results for our clients. Here’s what we use:- Google Workspace: For team collaboration, including Gmail, Calendar, and Drive for document management.
- HubSpot: Our primary CRM for managing customer data, tracking leads, and automating marketing efforts.
- WordPress + Elementor: This powers our websites, offering flexibility and customization for a seamless user experience.
- Asana: Our project management tool, where we organize campaigns and projects, ensuring all teams stay aligned.
- Figma: We use this for design, whether it’s creating visual assets for content marketing or wireframes for web development.
- Apollo: A sales engagement tool that helps streamline our outreach efforts.
- Xero: For accounting, invoicing, and financial reporting.
- SEMrush, Surfer SEO, and RankMath: We use these SEO tools for keyword research, competitor analysis, and on-page optimization.
- Grammarly: Ensuring all our content is polished and error-free.
- ChatGPT: AI assistant helps create content, brainstorm, and optimize workflows.
What is your approach to demand generation?
Your content creation and distribution match your overall business strategy for demand generation. Success in demand generation requires a long-term commitment from leadership, as results don’t happen overnight. Everything needs to be set up properly, including the systems, processes, and team buy-in. We use Roger Martin’s “Play to Win” strategy, a five-step framework that helps guide our clients through the process. This approach allows us to create a sustainable demand generation system that continuously feeds into your marketing funnel. By following these steps, your marketing department will work like a small media company. It will create valuable content that makes your brand a trusted resource in your industry. We focus on creating content and building a process. This process aligns with your long-term business goals. It ensures that your demand generation efforts drive growth over time.What makes the company stand out from its competitors?
In Motion Marketing stands out because we understand the intricacies of B2B marketing. Unlike many agencies that apply generic marketing tactics, we specialize in crafting customized strategies for our clients. We take the time to understand each client’s sales cycle. We also look at their customer base and the key decision-makers in their target accounts. Additionally, our commitment to transparency and measurable results sets us apart. We make decisions based on data. This allows our clients to see how their investment is doing through clear reports and insights. We’re also flexible, adapting our approach based on the latest industry trends or shifts in client needs. Finally, we see ourselves as true partners to our clients. It’s not just about providing services. It’s about being part of their growth. We offer strategic advice and grow with them.Is there anything else about your work that you’d like to share that we haven’t covered?
One key aspect of our work is the personal relationships we build with our clients. We work closely with them to understand their challenges and craft solutions aligned with their goals. Whether through ABM or content creation, we focus on strategies that result in sustainable growth. Our team is also always learning. Digital marketing is evolving quickly, and we pride ourselves on staying ahead. We use AI tools like ChatGPT and new SEO techniques. We are always trying new things to provide the best solutions.To learn more about In Motion Marketing, you can visit inmotionmktg.com
