Business-name changes can reflect any number of things, from new ownership and locations to trendy rebranding.

Business-name changes can reflect any number of things, from new ownership and locations to trendy rebranding.

When Baker Marketing Group recently morphed into Applied Inbound Marketing, it marked a transition from a sole proprietorship to a partnership and better defined the downtown Medford firm's business-to-business marketing niche.

Andy Baker, who cut his teeth in the marketing world at Lithia Motors before moving on to Sabroso Co., launched his own company in 2012, formalizing the side business he had developed over several years. He took on a partner earlier this year, Grant Konecny, an old hand in international marketing.

That led to a name change, Applied Inbound Marketing, directly related to the data analysis they do for clients.

"A lot of business owners don't have the time to analyze marketing data," Baker said. "We do all the research and provide data-driven marketing."

The firm's clients include Core Business Services, Kerulos Center, NIC Industries, Pharmacy Computer Services and Insurance Lounge.

Konecny was chief marketing officer for GE Capital in Santa Clara, Calif., before seeking refuge in Southern Oregon. His circle included executives from Samsung, Intel and IBM. He telecommuted some of the time, but often found himself flying hundreds of miles or farther. When his wife, Susan, launched Home Pet Vet locally in 2008, he became less enamored with travel.

Walking in two worlds — multinational business overlapping a mom-and-pop venture — Konecny encountered owners and entrepreneurs he felt he could help. It was during that time, when Baker needed a veterinarian for his dog, the future partners met.

"I started recognizing there were people here with great ideas," Konecny said. "But they didn't understand how to execute them. That's why I jumped back into it."

Konecny said Applied Inbound Marketing fills a role for small businesses that larger companies such as Harry & David can handle on their own. The company charges clients $2,500 to $7,500 monthly, developing campaigns, assessing markets and strategic efforts.

"His experience is complementary to my skill sets on the Internet," Baker said of Konecny. "He's the strategic mind behind the business and clients. I'm more the creative side, tactical side. He's the one driving the strategy making sure we deliver what we say we're going to deliver."

While the company's primary niche has been business-to-business interaction, Baker sees opportunity to pursue business-to-consumer work, as well. "Over the next four to five years as we refine the process, I see us expanding to markets outside of Medford," Baker said. "As we do, we are hoping to add more people."

Reach reporter Greg Stiles at 541-776-4463 or Follow him on Twitter @GregMTBusiness, and read his blog at Edge.