This US biotech company sells products that optimize yields in various crops, including cannabis. It’s a hot space, and an ultra competitive one. The company needed help to accomplish two goals – recruiting distributors in Canada, and generating leads for those distributors.
Traditional marketing tactics hadn’t proven successful. Without a well-known brand or reputation, it was difficult for the company to cut through the noise at events and direct sales approaches. Digital marketing was also proving challenging. Keywords in the cannabis industry are exorbitantly priced, making it near impossible for the company to compete on its limited resources and budget.
The CEO faced a pressing challenge. Existing distributors were clamoring for better support, and starting to disengage. But the demand generation and marketing activities undertaken by the company in the previous year had been expensive and yielded minimal results. A new approach was needed.
Introduced through a mutual contact, the CEO met with the Reseller Engine team to hear about options. Clearly, a traditional approach to this company’s marketing wasn’t going to cut it. Reseller Engine proposed a new approach that utilized digital content marketing and sophisticated micro- targeting, to sidestep the problem of expensive keywords and traditional tactics.
Over 8 weeks, the Reseller Engine team produced innovative content including a distributor needs assessment, a grower needs assessment, and articles and press releases on the company’s technology and founders. This content offered educational material that growers valued, market news and updates, and a more personal view of the company that resonated in the industry.
To effectively distribute the content, Reseller Engine created a targeted list of social media profiles using sophisticated identification technology. The algorithm developed by the team included standard items like profile, number and recency of followers, frequency of posts and conversation data. Then more nuanced data was added, such as topicality of posts, node status in network, and complex keyword and related keyword mapping. This identified individuals as well as networks of individuals likely to be interested in the subject matter.
The content campaigns were launched and results carefully monitored through Reseller Engine’s content analytics platform. After several iterations, it became clear which content formats were performing well, and which weren’t. This enabled the team to make big decisions quickly – eliminating some of the initial content strategy and removing assumptions about which content and channels worked. It was a crucial lesson: every audience behaves differently!
In the face of lead generation that had performed weakly for almost a year, and an industry with prohibitively expensive keywords that limited the opportunity for digital advertising, the Reseller Engine approach yielded tremendous results. With a combination of content that resonated among prospects and micro-targeting that connected content to buyers, Reseller Engine’s approach generated strong results, achieving 3 times more traffic and 5 times more clicks than previous efforts.
Reseller Engine takes the complexity out of channel marketing programs. MDF compliant, digitally driven, and channel experienced, Reseller Engine combines targeting with content and measurement to help channel marketers deliver campaigns that identify and develop customers and prospects. It is proven to increase lead volume in year one by 15-25%.