Positioning a Pioneer in a Traditional Industry

Positioning a Pioneer in a Traditional Industry

Case Study

Positioning a Pioneer in a Traditional Industry – Ag Tech

 

Challenge:

With digital monitoring/data networks able to drive agricultural efficiency to a new level – and ultimately autonomous technologies – Fieldin had huge potential to transform farming. But every pioneer faces 2 challenges: how to succinctly demonstrate the ROI on investment in their services, and how to breakthrough to their targets – which ranged from small-scale, high-value crop farmers to colossal, vertically integrated conglomerates.

Approach:

We recognized that the key was tailoring the approach to each target segment. For the small/middle market, a more ‘grass roots’ strategy was necessary – activating the power of word-of-mouth within the tight-knit, high-value crop community. Without the benefit of an extensive in-house, field sales team, we targeted key influencers/co-op networks that would allow us to reach their members and conduct high-impact demos. The core of our message focused on solving farmers’ most pressing challenge: the scarcity of skilled labor and its corollary – burgeoning costs. For the conglomerates, showcasing the transformative capabilities of autonomy was brought to the fore, in combination with ABM (Account Based Management) strategies to reach the cross-section of decision makers.

Impact:

Following our kickoff in mid-January, a key co-operative deal was struck that rapidly led to critical sales that closed just in time for Fieldin to fulfill its ambitious Q1 targets. As a result Fieldin was on track with its growth proforma as we transitioned off at the end of Q2.

Company
Fieldin
Industry
Services

Related Chameleon
Team Members

Ray Smale

Ray Smale

Interim CMO: Health & Wellness

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