Meet the Motion Marketing Team: Andy Kendall

Andy Kendall, our Senior Marketing Consultant
Rob Cullum

As we continue our series of getting to know the team behind Motion Marketing, we’re excited to introduce Andy Kendall, our Senior Marketing Consultant. With a technical background including chemical engineering and other fields, Andy brings a unique perspective to his role at Motion. In this blog, we’ll explore how his technical expertise and sales experience shape his approach to marketing strategies and client consulting.

Could you share how your previous experiences in a technical field have influenced your perspective on marketing strategies and client consulting?

I have worked in technical sales and marketing throughout my career, with experience in chemical engineering, computer-aided engineering, enterprise financial software and IT-managed services. While these fields may seem very different, there are commonalities when it comes to marketing and sales. Typically, these technical arenas involve long sales cycles with periods of intense activity, multiple decision-makers and complex issues that go beyond just technical considerations. Financial factors, business objectives and more all come into play.

I’ve learned that success requires a team approach involving not only sales and marketing but also technical experts and management. Marketing plays a really important role in supporting the entire process and connecting the different disciplines. From strategy to execution, understanding how marketing can effectively contribute to each aspect is key to achieving success.

As someone deeply involved in our agency’s full-service offerings, how do you believe our comprehensive approach benefits our clients?

There is always a debate about specialisation vs. full service. The benefits of a broad service are significant in the right circumstances, as it allows us and the customer to engage openly and collaboratively. By placing the customer’s plans at the centre of everything, we can build relationships based on objectivity, without any bias from our agency on where to allocate the budget. This allows the customer to get exactly what they want.

The deep understanding we have of our clients filters through to everything that we do, allowing us to link efforts, generate ideas and provide valuable insights. While specialised agencies may be limited in scope, our full-service offering enables us to take on a higher-value advisor position. Having said that, we can also deliver specific services tailored to each client, ensuring they receive the support they need without necessarily having to commit to a full-service package.

In your experience, what are some key strategies or tactics that have consistently driven significant ROI for our clients?

Throughout my experience working with clients, I’ve found that several key strategies and tactics have consistently driven significant ROI:

  • Having a deep mutual understanding of the client’s messaging, positioning and targets, and pulling everything together into a differentiated positioning and messaging strategy. This can be applied at every level, from the company as a whole to individual web pages and blog posts.
  • Brand visual evolution, whether it’s a complete change or simply pulling together a consistent visual language. A consistent and effective visual brand can make all the difference.
  • Website optimisation by identifying key easy wins, and potential big moves and experimenting to improve website performance.
  • Focusing on marketing to deliver improved sales performance through collateral of all kinds, not just lead generation but also pipeline acceleration.
  • Creating valuable content, which clients often want to do but cannot find the time for.
  • Working flexibly so we can fit in dynamically with the client’s needs.
  • Nurture campaigns have also proven to be highly effective in driving ROI for our clients. By developing targeted, personalised content that guides prospects through the sales funnel, we help clients build stronger relationships with their leads and ultimately convert more of them into customers.

    As a marketing consultant, how do you ensure alignment between your client’s objectives and the strategies you propose?

    Ensuring alignment between our client’s objectives and the strategies we propose is arguably one of the most important aspects of our work as marketing consultants. Fostering open communication, collaboration and a deep understanding of the client’s goals and challenges is key to ensuring alignment.

    One of the most important tools we use is Discovery Sessions, where we dive deep into the client’s business, their target audience and their unique value proposition. These sessions allow us to gain a comprehensive understanding of the client’s objectives and develop strategies that are tailored to their specific needs.

    In terms of day-to-day project management, I make it a point to consistently ask questions and check in with the client throughout our engagement. Every customer call I have starts with discussing what has happened with the company since we last spoke, how it affects us and the client’s marketing efforts, and what actions we should take based on these changes. This ongoing dialogue ensures that we remain aligned with the client’s objectives and can adapt our strategies as needed.

    We also work with clients to set SMART objectives, OKRs and KPIs that provide a clear framework for measuring success. By reporting and measuring against these metrics, we can demonstrate the impact of our efforts and make data-driven decisions to optimise our strategies over time.

    Drawing from your background in both sales and marketing consulting, how do you blend these two skill sets to create compelling marketing strategies?

    Bringing sales and marketing together is a key topic in B2B marketing. However, I believe that our ability to interact with and bring value from the technical team is equally important, forming a third key component in creating effective marketing strategies. Whether it’s the engineering expert in manufacturing or process engineering, or the subject matter expert in an IT sales scenario, we work with key team members to build content and we consider their role as we try to drive the sales process. When conducting a brand evolution discovery project, we interview technical people as well as commercial and management teams.

    This blending of sales, marketing and technical expertise allows us to create compelling, well-rounded marketing strategies that resonate with our clients’ target audiences.

    Reflecting on your time with our agency, can you share a personal highlight or memorable experience that has influenced your approach as a marketing consultant?

    During our team trip to Bulgaria, we held group brainstorming meetings that brought together team members from different disciplines, allowing us to share ideas, insights and experiences from our various projects.

    For example, I gained great insights into successful strategies used by my colleagues in their client campaigns, which I could then adapt and apply to my own projects. I also learned about improvements I could make to my workflows to make projects more efficient. Learning about these best practices and insights has helped me continue to deliver the best value to our clients.

    If you’re interested in learning more about the Motion team, please read our other blogs in this series where we meet Chloe Bunce (Lead Digital Specialist), Rob Cullum (Co-Founder and Lead Consultant), Claire Randall (Senior Consultant), Angela Greaves (Content Writer) and Matt White (Lead Creative).

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