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.