Have been or are a decision maker or influencer on a project to evaluate new technologies, products, or solutions.
have included a supplier on their shortlist during the research to buy timeline because of their advertising, promotion, or sponsorships.
plan to evaluate new technologies, products or equipment within the next 18 months.
Agrifood industry decision makers primary sources of information when they start thinking about a purchase are:
Magazines (digital/print) 67%
Industry events &/ conferences 61%
Industry media websites 48%
The easiest way to make your brand visible is to show up where they are already spending their time. Aligning your brand with relevant trusted content will build trust for your brand and inspire action. Your messaging should build interest in your brand by demonstrating a solution to the problem and positioning you as an industry authority. Make your brand visible at all times using:
Agrifood industry decision makers primary sources of information when they begin researching options:
Product directory/supplier directory (print/online) 59%
Online advertising 48%
As they further engage with your content they arrive at the middle of the funnel where your goal is to provide context for consideration. You need to promote educational content that shows you are an option to resolve their needs. Leverage value oriented content and creative messaging to build a preference for solving challenges with your product benefits using:
Agrifood industry decision makers primary sources of information when narrowing down the choices:
Vendor content (white papers, case studies) 54%
Online advertising 45%
Your bottom of the funnel tactics and channels are going to be very similar to what you use in the middle of the funnel. Be mindful of any objections your leads might have. Use content and creative messaging to overcome those objections. Deliver testimonials and success stories that mention the exact objections those buyers might have. Keep in mind that not all buyers will enter your funnel at the top. Some may discover your business near the end of their research to buy timeline. Make your brand the obvious choice using: