We just put the formula for exponential growth into Motion. 2.718 has been acquired by The Motion Agency.
We just put the formula for exponential growth into Motion. 2.718 has been acquired by The Motion Agency.
We just put the formula for exponential growth into Motion. 2.718 has been acquired by The Motion Agency.
1 BOLD PIVOT.
800+ NEW B2B LEADS.
Blue Diamond Almonds Global Ingredients Division was looking for a creative way to help their sales team get in front of prospects and clients — at first to help replace valuable face time lost to the COVID-19 pandemic, and then as a way to build thought leadership and demonstrate their unmatched ability to provide not just a great product, but expertise for food formulators the world over.
2.718 Marketing evolved the client’s original idea of a single “virtual tradeshow” into an ongoing webinar series showcasing Blue Diamond’s deep knowledge of the topics formulators care about — and giving their targets the chance to engage directly with industry experts.
THE BLUE DIAMOND GLOBAL INGREDIENTS DIVISION GROWTH SNAPSHOT
STRATEGY
We decided on a three-step process:
- Determine content topics that are valuable to target audiences and that client’s experts can speak about with authority
- Create insights-based webinars, including pre-recorded pieces on topics of interest and live panel Q&A’s, and then promote the session using hyper-targeted paid media tactics
- Use the webinar topic to inspire new content assets, giving an opportunity for salespeople to further engage with customers and prospects
CREATIVE & MEDIA
MEDIA OUTREACH
Our team worked together to identify topics that would be of interest to their audience. These needed to be specific enough to sustain a half-hour’s worth of video content and discussion, but broad enough to appeal to food industry experts in a variety of roles.
The primary webinar sessions included:
- Seven pre-recorded webinar videos (so far)
- Live Q&A sessions with topic-specific expert panels, composed of Blue Diamond senior leadership and other food industry authorities
The webinars were supported by:
- LinkedIn posts, both paid and organic
- Email drip campaign to prospects
- A registration page to validate the leads we gathered
ON-CAMERA TRAINING AND COACHING
We needed senior leadership to come across as super polished and engaging, so we also traveled on-site to oversee filming and provide coaching that made everyone look great on camera. The end result was completely worthy of an industry leader like Blue Diamond…and an OSCAR®.
THE IMPACT
THE IMPACT
The sales team now has an incredible (and growing) amount of marketing qualified leads in the top of the funnel — in fact, the webinars are now the leading driver for getting high-value target clients into Blue Diamond’s database.