You can have the right offer and the right situation — but if you reach the buyer the wrong way, it still won't land.
A motion is how the conversation starts.
The Three Core Motions
Cold Outbound
You initiate. They weren't looking.
Requires: pattern recognition, light touch, clear relevance
Search Intent
They're actively looking for something. You show up.
Requires: clarity, speed, solution-first framing
Inbound
They came to you. They've already shown interest.
Requires: continuation, not re-pitching
Why This Matters
Most people write one message and use it everywhere.
But a cold email doesn't work as a LinkedIn reply. And an inbound follow-up shouldn't read like a cold pitch.
Each motion requires its own approach.
This maps to how buyers experience outreach. Cold = interruption (needs fast relevance). Search = evaluation (needs proof). Inbound = continuation (needs progression, not repetition).
What Comes Next
Once you know the motion, the next question is: How do you approach this situation in this motion?
That's where Campaign Strategy comes in.