Demand Generation

  • Create a content plan that would add the most value to the company in its current stage (funded, B2B SaaS agri-tech startup).

  • Determine the ideal mix of thought leadership, brand awareness, and demand generation-focused content and execute them from start to finish.

  • Work with the internal marketing team to create topical content for the website, landing pages, and blog posts in a way that supports overall marketing and company goals.

Problem

This leading SaaS-based Agritech startup reached out to me when they were just setting up their blog in early 2019. My role involved understanding the industry and the market to suggest potential themes that would resonate with their target audience, and create well-researched content that increased overall brand and product awareness and drive leads to their website.

Goal

There was a time when every farmer knew exactly what crops to plant and when. But changes in everything from the weather to land composition have made this a lot more challenging today. This is where to power of predictive intelligence and digitization can help.

As a relatively young startup in a new and booming sector, the interesting part of this project was understanding how their Cloud-based ERP software and solutions impact the agricultural ecosystem. The content was targeted at large-scale farming companies, government agencies, and other agri-based industries that can benefit from digitization.

Methodology

I started by understanding the evolution of Agritech, analyzing the market and key trends that matter to major stakeholders in this industry, and layered this with my understanding of the client’s product stack. This involved spending time with the product managers and the sales team, but also a considerable amount of keyword and content research.

Once I nailed this bit, I was in a good place to suggest themes and create content that would build product awareness and contribute to the top of the funnel. My content plan largely involved two types of content:

  • Thought leadership posts that evangelize the need for digitization in agriculture

  • Use-case-based posts that highlighted the product’s impact in the real world

I also incorporated a number of SEO techniques to organically boost traffic and build on the early-mover advantage for these topics over time.

Outcome

I worked with the client’s marketing and product team to create a series of thought leadership posts, product and use-case based landing pages, and other resources that contributed to the overall marketing and company objectives at the time.

If this is the kind of impact you want and you’re curious to find out how to get there, let’s chat!