Competencies utilized:
Content audit and gap analysis | Demand generation strategy and planning | Creative concepting and execution | Content development | Program measurement and optimization
Our client, a leading global food ingredient solutions provider, turns grains, fruits, vegetables, and other plant-based materials into value-added solutions for food and beverage markets in over 120 countries.
The challenge
When we began working with our client’s North American marketing team in 2020, we faced a formidable challenge: help the organization realize significant revenue opportunities in a highly competitive marketplace.
But long purchase cycles, an increasingly complex buying process, multiple category needs, fierce competition and intense resource demands further complicated achieving their aggressive growth goals.
Insight
Based on research and market analysis, we uncovered two key learnings:
These learnings drove a key insight: Today’s autonomous B2B buyers often finalize decisions based on digital content alone. To meet them earlier in their journey, we needed a balanced brand and demand strategy to build credibility during the awareness phase and efficiently move them toward consideration—without the benefit of human interaction.
Our solution
Collaborating closely with North American sales and marketing teams to align objectives, we applied our Accelerating BrandDemand™ methodology and developed a multi-year strategic roadmap to:
Given the scope of the multi-year plan, we narrowed this case study to select beverage category executions of BrandDemand content aligned to customer mindsets across three buyer journey stages:
Recognition stage:
Sports hydration program
Driving attention with targeted promotion
We used paid LinkedIn posts, programmatic display banners and segment-specific email to reach R&D and marketing leaders exploring beverage formulation. Each creative asset was built to highlight the value of client’s consumer insight, not just its ingredient portfolio.
Recognition stage:
Sports hydration program
Capturing intent with a frictionless landing experience
Our gated landing page positioned an infographic as a must-have resource for innovators in the space. Clear value messaging, concise form fields and bold CTAs ensured we captured high-quality leads without overloading the user.
Recognition stage:
Sports hydration program
Inspiring next steps through educational content
The sports hydration infographic served as the anchor for the program—filled with proprietary consumer stats, label claim data and flavor trends. This content provided information and validation for formulators working on next generation solutions.
Consideration stage:
RTD Mocktails webinar
Inviting decision-makers to dig deeper
A multichannel mix of emails, social posts and direct outreach campaigns drove webinar signups. Each message promised both content and connection: insight into consumer mocktail trends and the science behind satisfying them.
Consideration stage:
RTD Mocktails webinar
Turning clicks into qualified leads
We created a clean, conversion-focused landing page with a clear value prop and fast access to the event. Post-webinar, the page flipped into an on-demand asset hub to extend campaign shelf life and deepen engagement.
Consideration stage:
RTD Mocktails webinar
Delivering answers that lead to action
The webinar itself was built to solve. It paired consumer trend data with real ingredient product solutions giving formulators the information they needed to act with confidence.
Conversion stage:
Beverage innovation checklist program
Bringing clarity to complexity through video and email
We launched a targeted video campaign and email nurture series designed to prompt decision-stage buyers to self-assess. Messaging focused on efficiency, readiness and the value of a smarter formulation roadmap.
Conversion stage:
Beverage innovation checklist program
Simplifying the path to conversion
The campaign’s landing page positioned the checklist as a consultative resource: Clear benefits, visual reinforcement and a sales team follow-up plan ensured conversion momentum.
Conversion stage:
Beverage innovation checklist program
Confirming Ingredion as the right partner
The downloadable checklist was a tool designed to help buyers validate their direction, solve key formulation gaps and take the next step with a proven collaborator. Therefore, the checklist would only be of value to a sales-ready buyer.
The results
Our BrandDemand approach has enabled our client to meet ambitious growth targets through strategic, audience-focused content.
Year after year, we’ve driven higher lead capture, lowered cost per lead and boosted marketing ROI.
Leads nurtured through our content journey achieve a 10% higher conversion rate and progress 20% faster through decision-making stages than traditional paths.
This tailored engagement keeps buyers returning to explore more, reinforcing our client’s position as a trusted ingredient innovation solution leader.
50%
increase in leads over 5 years
10%
higher conversion rates
35%
increase in awareness
36.5%
reduced cost per lead
Ready to take action?
From blending in to breaking through:
Creating brand clarity to accelerate buyer decisions
Creating a blueprint for customer retention and acquisition