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, Agricen works 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.

Their “Understanding Soil Microbiology & Biochemistry” booklet is the organization's primary top-of-the-funnel lead generator. This booklet helps growers (farmers) learn how microbial and biochemical processes influence plant health, growth, and nutrition. We use this top-of-the-funnel lead generator to introduce growers to Agricen and nurture them through social retargeting and email marketing to better understand the products that can help their farms. This helps to drive more significant volumes of leads, which ultimately leads to increased qualified leads and sales opportunities for their distribution team.

Social Media Goals and Objectives:
The primary goals of promoting this booklet on social media were to:

• educate growers and ag professionals on the critical role of soil biology in crop productivity
• drive traffic to download the resource
• generate qualified leads

The campaign also aimed to position Agricen as a trusted leader in soil health solutions, foster engagement around sustainable farming practices, and create awareness of how biological processes impact nutrient efficiency and overall plant performance. Through this campaign, we wanted to re-engage existing contacts through retargeting and generate new leads for the sales and distribution teams.

Strategy & Tactics:
To promote this booklet on social media, we used a variety of methods, including:

• Lead ad with an instant form on Meta that keeps users on the Meta platform, doesn’t interrupt their digital experience and gets them engaged with the booklet
• Organic social media posts on Meta, LinkedIn, Twitter, and Instagram
• Additional paid social on Meta and LinkedIn
• Retargeting on Meta, since most of the growers enter their personal email addresses, allows us to re-engage existing contacts.

Creative Execution & Results:
The primary timeframe of this campaign was July 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.

Meta Lead Ad: We ran a lead ad on Meta from August to December, with various creative and A/B testing changes throughout the campaign. Overall, it resulted in:

• 4,101 leads
• $1.15 per lead

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

As a comparison, the last time Agricen ran this lead ad in 2023, it generated 166 leads at $4.66 per lead. This shows a 2370% increase in performance.

We also think it’s important to track engagement after the download since the goal is qualified leads. For just the first email after someone engages, we saw a:

• 36% open rate
• 15% click rate
• 42% click-through rate

Landing Page: The landing page associated with organic social (no paid spend) resulted in:

• 179 submissions total, with 29 new contacts
• 225% increase in submissions vs. the same timeframe the prior year for organic social
• 26% increase in new contacts vs. the same timeframe the prior year for organic social

Here is an example of one of the organic posts:

Business Impact:

• 2370% increase in overall paid social performance
• 75% decrease in cost per lead

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.