1 BOLD PIVOT.
800+ NEW B2B LEADS.

Blue Diamond Almonds logo

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

7unique live webinars,
totaling 210 minutes of
valuable content and
Q&A opportunities

unique live webinars
unique live webinars

7unique live webinars,
totaling 210 minutes of valuable content and Q&A opportunities

Leaders

6+

senior subject matter
experts from Blue Diamond

Leaders

6+

senior subject matter experts from Blue Diamond

35

drip campaign
emails

Leaders
Leaders

35

drip campaign emails

#1 high-value CMR #1 high-value CMR
Leaders

800+

B2B leads in year 1

Leaders

800+

B2B leads in year 1

10x

net new leads
vs. initial goal

bdg-graph-participants
bdg-graph-participants

10x

net new leads
vs. initial goal

Growth

34%

database growth YOY

Growth

34%

database growth YOY

STRATEGY

We decided on a three-step process:

  1. Determine content topics that are valuable to target audiences and that client’s experts can speak about with authority
  2. 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
  3. 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.

LET’S GET GROWING

Email us, or call Liz Brohan at 312.661.1050.