Product and growth marketing agency
You are in good company.
We find out what stops you from growing and then solve it. The agency for B2B companies that have a great product, but do not grow as fast as they would like.
Trusted by
The real bottleneck
It is not a marketing problem, but a fit problem
- Plenty of sign-ups or demos, but few of them turn into paying customers.
- You are running paid campaigns, but they feel more like a cost than a growth lever.
- Sales, product and marketing each describe the product differently.
- The product needs explaining, and your buyers do not want to contact sales.
- You are expanding to a new market and your existing messaging does not translate.
What we do
Four ways we fix growth
Each one stands on its own. Most clients start with an audit and continue with the part that matters most for them.
Growth audit
We go through your positioning, funnel, channels and messaging, and find the one place where growth breaks. You get a clear finding and a 90-day plan, not a 60-page report.
DetailsPositioning & product marketing
Who you sell to, what you promise and why they should believe it. We write the value proposition, messaging and launch plan, and make sure sales and product use them.
DetailsEducation-led growth
When buyers need to understand your product before they buy it, we teach them. Webinars, community, LinkedIn and email that turn interest into qualified demand.
DetailsInternational expansion
For companies that want to market and sell to new markets. We adapt your positioning to your new audience and build your pipeline there.
DetailsHow we work
Senior hands, from diagnosis to handover
Every engagement is led by someone who has run marketing in-house. We work in your weekly rhythm and leave your team able to run it without us.
Diagnose
Interviews, data and funnel analysis to find where growth breaks.
Reposition
Sharpen the audience, the promise and the message around that finding.
Build the engine
Launch the channels that fit how your buyers learn and decide.
Hand over
Playbooks, dashboards and a team that knows what to do next.
Case Study · Arcware
Cold outreach did not work. Education did
- Finding
- Cold outreach did not bring in customers. The product was strong, but users needed to learn how to use it before they could see its value.
- Change
- We moved the focus to user education and enabling new users: organic LinkedIn, webinars, email and a lower pricing tier for new users.
- Result
- Approximately 50% year-on-year revenue growth, lower costs, and increased market share.
Working with In Good Company was a game-changer for Arcware Cloud. We highly recommend them to any company looking to elevate their digital presence and amplify their message.
What clients say
The company we keep
The transparent communication and collaboration with our internal team were key to successfully delivering Pinterest and Reddit campaigns.
We chose In Good Company because of the short commitment. Now it is 1.5 years later and we use them for more and more projects.
Starting With Marketing
Learn in good company
Our webinar series takes one marketing channel per episode and goes deep with a practitioner who runs it every day. For marketers, and for the CEOs who decide the budget.
Keep good company
Tell us where growth feels stuck. In a 30-minute call we will tell you whether we can help, and how we would start.
Services
Marketing that solves your bottlenecks
There are four ways we can help you take the next step. You can choose to hire us for one of them, or bring us aboard as a fractional marketing lead.
Diagnose
Growth audit
For companies with traction that has stalled, or a product that is not finding its market yet.
We look at your business the way a new CMO would in their first month. We interview customers and your team, go through your data, and map the funnel from first visit to renewal. The goal is to find the one constraint that explains most of the problem.
What we look at
- Positioning and value proposition
- Funnel and conversion data
- Channel mix and spend
- Messaging across site, sales and product
- CRM and pipeline hygiene
What you get
- A written diagnosis with the main finding
- The evidence behind it
- A prioritized 90-day plan
- A walkthrough with your leadership team
Reposition
Positioning & product marketing
For teams whose product is better than their story.
Product marketing is where our work starts. We deepen your understanding of your audience, which problem you own and how you solve it, then turn that into the words your site, sales deck and onboarding use.
What we do
- Ideal customer profile and segments
- Value proposition and messaging house
- Competitive positioning
- Website and sales deck copy
- Launch plans for new products or features
What changes
- Sales, product and marketing tell one story
- Your site converts the visitors you already have
- Prospects understand the product faster
Nurture
Education-led growth
For products that need explaining, sold to buyers who prefer to learn before they talk to sales.
We build the engine that teaches your market: a webinar series, community, LinkedIn and email working together. We run our own webinar series, so we know what it takes. Each session becomes a dozen assets, so one hour of expertise feeds your channels for weeks.
Channels
- Webinar series and live events
- Communities (e.g. Discord & Reddit)
- LinkedIn for founders and company pages
- Email nurturing and recap campaigns
- AI search visibility (GEO)
From one webinar
- LinkedIn posts and carousels
- Quote cards and short videos
- Recap emails
- Blog posts and white papers
Expand
International expansion
For companies that want to market and sell to new markets.
Your marketing strategy was built for your home market. We test it against how buyers in the new target market decide, adapt the message, and build the first channels and pipeline there. We specialize in the UK, DACH, and Benelux, but have experience with all of Europe.
What we do
- Market and competitor scan
- Localized positioning and messaging
- Channel plan per market
- Trade show and event planning
- First outbound and partner pipeline
How to work with us
Three ways to start
Pricing depends on scope. You get a fixed proposal after our first call, so you know the cost before we start.
Fixed project
Growth audit
A defined diagnosis with a clear deliverable and a fixed price.
Project
Build & hand over
Positioning, a launch or a new channel, with a clear handover at the end.
Ongoing
Fractional CMO
A senior marketing lead owning the plan and reporting to the founders.
Webinar series
Starting With Marketing
Every episode, we take one marketing channel and go as deep as we can in an hour with a freelancer or agency that specializes in that channel.
Next episode
Save your seat
Join live, ask your questions, and get the executive summary and recording afterwards. Registration is free.
Recordings
Watch previous episodes
Start with the channel you are deciding on right now. Every episode is also on our YouTube channel.
Episodes
Season one
Season two is in the works. Tell us which channel you are most skeptical about, and we will find the guest.
On-site GEO
Get your website cited by ChatGPT and Claude.
Google Search Ads
Setting up your campaign structure for success.
User education & lead nurturing
Create your own subreddit to educate users.
Building a brand on social media
What it takes to build a brand people follow.
Reddit Ads
Clear answers on creatives, bots and what to do differently.
Reddit for AI visibility
How LLMs use Reddit, and how to get noticed.
Meta Ads
From someone who spends $1 million every six months on them.
Organic Reddit marketing
Pros, cons and when to dive in.
Why join
A conversation between peers
No sales pitches. Guests share how they approach their channel and what works best for them.
A channel deep dive
The guest explains what you should know before getting started with it.
Bring your questions
The session is live and interactive. Your bottlenecks shape the conversation.
Summary in your inbox
Missed it? The recording and the key takeaways arrive the next day.
Get the next invite
An invite before each episode, and the executive summary with the recording afterwards.
About
Built by marketers who have been there
In Good Company started from a pattern we kept seeing inside startups and corporate ventures: a good product and great team, but growth stalls. We founded this agency to fix their bottlenecks.
Doing something new is easier with someone who has done it before
Every engagement is led by a senior product marketer with more than 13 years in European startups and scale-ups, in roles from CMO to interim head of sales and marketing. We have sat on your side of the table. We know what it is like to defend a budget to a founder, to launch in a market you do not know yet, and to rebuild a funnel that looked fine on paper.
What we believe
How we work with you
Three principles behind every project, from a one-off audit to an ongoing fractional CMO role.
Diagnose before we prescribe
More budget rarely fixes a fit problem. We find the constraint first, then decide what to build.
Honest over comfortable
If we are not the right fit, or a channel will not work for you, we will say so.
Leave you stronger
Every engagement ends with playbooks and a team that can keep going without us.
Cross-border by default
Wherever your market is
We are a remote-first agency, but can visit your location to make sure we truly understand your company culture, values and products.
Toolbox
We use what you already use
No lock-in to our own stack. We work in your CRM, your analytics and your ad accounts.
Get in touch
Keep good company
Tell us where growth feels stuck and pick a time that suits you. We reply personally, in English, German or Dutch.
What happens next
- You tell us about your company and where growth feels stuck.
- We schedule a 30-minute call.
- We discuss your situation to find out if and how we can solve your bottleneck(s).
- If it is a fit, you get a fixed proposal.