MARRONE BIO INNOVATIONS
Marrone Bio Innovations, based in Davis, CA, was a leader in biological crop solutions and provided specialty crop growers throughout the U.S. with biologically-based insecticides and pesticides.
Despite being a leader in the space, Marrone Bio Innovations struggled with sales. Biologicals had a bad reputation due to premature product releases during the early days of the sector’s growth. Many growers didn’t understand how to incorporate biologicals into their conventional farming operations or they simply didn’t know about all of the products Marrone Bio Innovations had to offer. Marrone Bio Innovations recognized they needed to do a better job educating the marketplace.
We were hired to increase the adoption of Marrone Bio Innovation’s biological products in domestic markets through education, lead generation, and brand awareness. As a seasoned marketers, we know one of the best places to grow sales was through the existing customer database; making sure current customers understood how the products worked, and how to get the best results. We also wanted to ensure existing customers were aware of Marrone Bio Innovation’s entire product portfolio.
Through market research, we learned that the most effective way to grow biological adoption was through education. As a result, we tapped into previous experience conducting technical training through webinars and self-produced and promoted 12 different technical educational webinars for various target audiences over a 12-month period.
Not only did the webinar blitz generate more than 2,000 new leads for Marrone Bio Innovations, it increased sales with existing customers by 295% or $1.8 million.
Tactics used:
