Inbound Marketing Insights

Our client is an agricultural technology company that develops and delivers innovative biostimulant and nutrient-efficiency products to enhance plant health, improve crop yields, and optimize fertilizer efficiency. Focused on sustainable solutions, they work with growers and agricultural professionals to enhance soil and plant performance, reduce environmental impact, and support productive farming practices. Their products are used across various crops and are designed to work within existing nutrient management programs.

One of their products is Titan XC, which is effective for farmers in the fall. Titan XC is designed to enhance the efficiency of dry fertilizer blends, helping farmers "Grow Farther" with increased nutrient availability and improved uptake of applied nutrients. This campaign was intended to drive awareness in the summer for fall applications and continue education in the fall.

Goals and Objectives:
The "Grow Farther" campaign aims to position Titan XC as a must-have tool for farmers looking to maximize the value of their fall-applied dry fertilizers. By educating growers on how Titan XC unlocks more nutrition from fertilizers and improves nutrient availability for spring crops, the campaign emphasizes the opportunity to achieve higher yields and better returns on fertilizer investments. Key messages focused on the agronomic advantages of using Titan XC in the fall, including enhanced nutrient breakdown over winter, improved crop performance, and greater efficiency in fall fieldwork, helping farmers make the most of every fertilizer dollar.

Additionally, the campaign seeks to generate leads and drive conversations between farmers and local Titan XC retailers, encouraging timely adoption before the fall application season. By differentiating Titan XC’s unique biocatalyst technology from untreated fertilizers and other additives, "Grow Farther" will reinforce their reputation as a leader in fertilizer efficiency solutions while fostering trust and loyalty among new and existing customers.

Strategy & Tactics:
To promote Titan XC to growers directly and our client's distributors, we used a variety of methods, including:

• Product webinar (live and on-demand)
• 4 new Titan XC-focused blogs
• 5 new product studies with trial data
• Email marketing with single batch emails and marketing automation to build engagement with new contacts and stay top-of-mind with existing contacts
• 2 pop-ups on the website to drive qualified lead conversions
• 261 organic social media posts
• 24 paid social media ads on Meta and LinkedIn
• 2 lead ads on Meta to drive lead engagement

Creative Execution & Results:
The primary timeframe of this campaign was June 2024 - December 2024, as this time of the year is more beneficial for promoting this specific content to growers based on where they are in their current planting cycle.

Webinar Marketing:  To provide a more interactive way for prospects to learn about Titan XC, our client held a live webinar, which became on-demand. This allowed us to promote both versions via social media, email, and the website. The results of the webinar were:

• 172 contacts
• 30% conversion rate

The on-demand landing page is below:

Blogs: We have found blogs to be incredibly beneficial, not only for organic traffic but also for creating new content to share on social media and by email to continue generating awareness and re-engagement.

• 18,892 blog views
• 205 new contacts
• 7% increase in blog activity from the same timeframe prior year

This shows the total blog view growth compared to the prior year.

This shows the blog traffic by source and how much social media positively impacted that blog performance.

Landing Pages (Trial Data): The landing pages associated with new trial information and content promoted on social and by email resulted in the following:

• 3,562 views
• 892 submissions

Here is an example of one of the new trial data landing pages:

Email Marketing & Automation: There were over 154K emails sent during this period specific to Titan XC. This was through batch emails and automated emails when growers indicated they were specifically interested in just hearing about Titan. This included a combination of trial data, helpful blogs, and top-of-the-funnel guides. In total, the emails resulted in:

• 24.7% open rate
• 2.3% click rate
• 9.38% click-through rate
• 6% improvement in email engagement from the same timeframe last year
  

The following is an example of one of the emails:

Website Pop-Ups and Optimization: Agricen has found pop-up forms to be very successful in generating engagement on the site and driving new and reconverted contacts. We swapped the pop-ups just on the Titan XC website page each month so the content was new for returning visitors as well. For their new website pop-ups related to Titan XC, we saw the following:

• 126 submissions
• 7.25% conversion rate

In addition, we re-optimized their Titan pages for SEO. For the main website page during this timeframe, they saw:

• 18,607 views
• 120 submissions
• 25 new contacts generated

Meta Lead Ad: We ran two lead ads with various creative and A/B testing changes throughout the campaign. Overall, it resulted in the following combined results:

• 809 leads
• $2.75 per lead
• This is a 12% reduction in the cost per lead from the same timeframe last year

Here’s an example of one of the ad sets:

Social Media: There were 261 organic social media posts throughout this campaign. Of these, 24 were boosted ads. The combined efforts of their organic social and paid social boosted ads were:

• 25,731 impressions
• 9,218 clicks
• 742 interactions
• 149 shares
• 78 new contacts

Here are examples of two of the social posts that also included paid spend to amplify their reach.

Business Impact:

• 2,307 new contacts
• 6% improved email engagement from the same timeframe prior year
• 12% reduction in cost per lead on social advertising

Note from the Client:

If you're looking to achieve similar results as the company featured in this case study, we invite you to speak with one of our inbound marketing experts today. We will discuss your current marketing and sales goals, how you're leveraging HubSpot, and the potential impact you could achieve when working with a HubSpot partner.