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.

They exhibited at the Biostimulant World Congress to showcase their innovative, science-driven solutions that enhance plant health, nutrient efficiency, and sustainability. As leaders in biostimulant development, they were passionate about collaborating with industry experts, researchers, and growers to advance the future of agriculture. This event was a great opportunity to share insights, explore partnerships, and highlight how their technologies help optimize crop performance.

Goals & Objectives:
As a company that relies on distribution for 90% of our business, this event provided a key opportunity to connect with potential distribution partners and explore new collaborations. While they are fortunate to have a few strong distributors today, representing a significant portion of their business, they actively seek to diversify and expand these partnerships to bring their proven technologies to more growers worldwide. Engaging with industry experts, researchers, and potential partners at the congress allowed them to share insights, discuss market needs, and highlight how their biostimulant solutions can create value across diverse agricultural markets.

Strategy & Tactics:
This was their first trade show. This required the following to develop the strategy, tactics, and deliverables for a successful trade show:

• Trade show booth design and development
• Booth engagement activities to drive booth traffic and lead generation
• Product brochures at the booth
• On-site sales qualified engagement initiatives, including meeting space and a dedicated session from Agricen’s head of sciences
• Social media engagement to drive pre and post-awareness
• Pre and post-email marketing to potential contacts and booth visitors

Creative Execution & Results:
The primary timeframe of this campaign was October - November 2024.

• The trade show drove 322 leads to the booth
• Of those 322 leads, 112 of them were sales-qualified leads (35%)
• The pre-, during, and post-marketing social campaign included 24 social posts with 3,369 impressions.
  
  

Here’s an example of some of the social posts:

• The follow-up email to contacts from the trade show, generated quite a bit of engagement with:
  • 43.8% open rate 
  • 21% click rate

Here’s an example of the initial follow-up email sent, post-show:

• The booth design was created specifically for this conference. It was the first conference that they had done, so they wanted to have a large presence. This included:
  • 3 areas for A/V with a custom video that promoted all of their products and their partnership capabilities
  • An area for custom brochures with a QR code for more information and to schedule a meeting
  • A booth engagement activity of a putting green because one of their products focuses on golf course turf. The booth giveaway was also golf towels to go with the “golf” theme
  • During the show, we also focused on inviting individuals to the speaking engagement that Agricen had with their Chief Sciences Officer.
    
    • One handout was before the presentation to join the live seminar
    • After the seminar, we had another handout with a QR code to access the recording when it was available
      

The following are the renderings of the design for this booth.

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.