We are a strategic B2B Marketing Agency
We help grow B2B businesses with our deep marketing experience across Australian manufacturing, construction, capital equipment and industrial markets.
We help grow B2B businesses with our deep marketing experience across Australian manufacturing, construction, capital equipment and industrial markets.
“We understand complex products and services sold through complex channels to market. Its what we’ve done for 22 years”.
- Karl Boothroyd, IMA Founder and CEO
Strategic Marketing Consultancy
IMA has developed strategy and marketing frameworks for leading brands and government bodies for over 22 years. We’ve produced consistently strong outcomes for clients including BlueScope Steel, Lysaght, NSW Planning, IVECO, Case IH, JLG, Crown Forklifts, Coates Hire and Westrac.
B2B Expertise
We have extensive experience meeting the diverse needs of major companies in the Australian building, manufacturing, transport, and materials handling markets.
Activating Ideas
Once we help clients to formulate the correct strategy, we activate concepts and bring ideas to life via our in-house social media, PR, video production and digital development teams.
Strong Partnerships
Our specialist partners help us bring our clients a broader suite of communications solutions, from media buying to marketing technology implementation.
Who we’ve helped grow
Get in touch today to speak with our B2B marketing specialist team.
Marketing & Brand Strategy
We have proven capabilities in developing impactful brand and campaign strategies whether for new products and services or for corporate positioning.
Marketing & Brand Strategy
We have proven capabilities in developing impactful brand and campaign strategies whether for new products and services or for corporate positioning. Our strategic projects range from sales and marketing strategies for the likes of Kennards Hire to insights and corrective action for BOC Gas.
Customer Experience
We’re working with clients to evolve their B2B sales and marketing experience to capitalise on fast-changing market environments.
Customer Experience
We’re working with clients to evolve their B2B sales and marketing experience to capitalise on fast-changing market environments. For one of Australia’s largest steel product manufacturers, 2021 saw a full reset of its digital, retail and trade customer experience journey. The process began following a thorough assessment of the company’s current experience, which helped shape a new direction and which we ultimately brought to life.
Research & Insights
We believe the starting point in effectively developing strategy, is to have a deep understanding of the product or service you are charged with communicating, and understanding the customers you’re seeking to connect with.
Research & Insights
We believe the starting point in effectively developing strategy, is to have a deep understanding of the product or service you are charged with communicating, and understanding the customers you’re seeking to connect with. This year we’ve conducted workshops and undertaken research and insights programs to achieve a diverse range of outcomes for clients; from corporate repositioning to rebranding and more generally helping partners develop strategies to gain market share.
Media Strategy & Buying
Tight integration between sales, marketing and creative results in smarter, more efficient and impactful work.
Media Strategy & Buying
Tight integration between sales, marketing and creative results in smarter, more efficient and impactful work. That’s why we’ve partnered with independent media agency, Growe Media, who with its vast media experience, is able to access the best value deals and highest predicted ROMI for clients across both traditional and digital media options.
PR, Content & Social Media
Our content team is led by one of Australia’s leading B2B content specialists – David Garcia.
PR, Content & Social Media
Our content team is led by one of Australia’s leading B2B content specialists – David Garcia. David’s 20 years of experience and long-standing relationships with editors and publishers in manufacturing, industrial, construction and transport markets provide unique opportunities for clients to reach and access key audiences.
Anna Giorgianni
Marketing, Communications & Advertising Manager
“IMA is unique in that they have specific expertise in the building industry but can also provide the creative flair we need for our retail and wholesale campaigns. They offer my marketing team a full range of services including website builds, social media and campaign development. IMA also produced our massive catalogues, on time and on budget. I recommend IMA to anyone looking for a full service agency.”
Pete McCann
Case IH General Manager - ANZ
“IMA has been providing a complete range of marketing services for the Case IH business for many years. This involves branding and product specific campaigns at a national level and a dealership support level. Our needs are varied but they have the experience, skills and resources to take on anything we throw at them. Most importantly for us, they get every job done with minimal fuss and outstanding service levels.”
Chris Hutchins
Chief Operating Officer
“IMA has been a big part of the Damstra Technology story for the last two years. The team at IMA helped design and execute a complete rebrand of our company as we pursue our global opportunities. IMA has supported our journey across events, collateral, web, social, brand and strategy. The team at IMA have been great partners for our business.”
Stavros Yallouridis
Chief Executive Officer
“When I commenced at MTA NSW I needed to refresh this famous industry body so one of my first challenges was to get the organisation looking more professional and modern. I immediately engaged IMA to manage our broad requirements which included nearly every touchpoint of our organisation from new logo and website through to building and car signage. They completed this massive and complex task in a very short time frame and with outstanding results.”
Do you have a B2B marketing challenge? We’d love to help.
Our Work
Global Rebrand
Case IH
Leading global agricultural technology and equipment company, Case IH, sought a new marketing ‘look and feel’ that aligned more strongly with its brand position: to enable optimal productivity by providing innovative solutions specifically designed for the professional producer.
The new Candy Apple Badge look and feel is a bold statement reminiscent of a premium consumer vehicle brand, reflecting the high badge value that the Case IH brand holds for farmers.
B2B Positioning
The Rocks Precinct, NSW Government
As custodians of Sydney’s The Rocks precinct, Place Management New South Wales required a new narrative and positioning to communicate the value proposition of the precinct to a B2B audience .
Our resultant work focused on formulating a compelling B2B story for the leasing and business development teams. A key outcome of the project was a clear B2B positioning for the precinct as a complete dining and experience destination, making it attractive to a range of sectors and their customers.
New Look Aftersales Identity
IVECO
What would happen if a company partnered with one of the World’s largest and most respected oil and lubricants producers, but they couldn’t leverage the partner brand? This was the situation affecting IVECO globally.
IMA has extensive experience across commercial vehicle, construction and agricultural equipment segments, and was appointed to take on this challenge and grow awareness and acceptance of the latest IVECO-branded range. The main campaign message, ‘Pure Joy’, highlighted the benefits of the new oils and lubricants range.
World Launch
CAT Trucks
When CAT, one of the world’s best-known industrial brands, was ready to enter new territory and release its first on-highway truck, it wanted the launch to be something special. IMA’s idea – taking the launch to Uluru in Central Australia – was the perfect solution. It ensured the event was something that nobody who attended would soon forget, and that the new vehicles received the welcome they deserved.
The global launch targeting the elite of the Australian trucking industry, Australian motoring journalists and key international executives, also included the launch campaign messaging and creative elements.
Value Proposition Development
Coates Hire
Coates Hire is Australia’s largest hire company that has been through an incredibly successful growth phase.
IMA was asked to look at the whole Coates Hire Value proposition and how it would give the employees and marketing activities a unique and appealing position in the minds of staff and customers.
In conjunction with Coates Hire senior management IMA developed the company value proposition and then bought it to life with new company profiles and capabilities brochures.
100 Year Anniversary Campaign
Lysaght Australia
Lysaght Australia, a leading shaper of COLORBOND® steel building products, recently celebrated 100 years as an Australian manufacturer.
Given the significance of the milestone, Lysaght sought to tell its story by capturing and communicating key elements of its success, including its long and proud heritage as a local manufacturer and its strong culture of innovation.
Lysaght engaged IMA to develop and drive the strategic direction, drawing on our proven track record of working with leading local manufacturers and deep knowledge of the steel industry.
Siniat Launch Case Study
Siniat
From Knauf Australia to Siniat – IMA launches global brand in Australia
Knauf Australia products and services were recently rebranded to Siniat. IMA was engaged to launch the Siniat brand in Australia, where it was not widely known.
As well as clearly defining the name change, the project involved positioning Siniat as the partner of choice for ceiling and walling solutions from plasterboard to metal framing solutions.