How a market-leading technology provider demystified a complex marketplace for animal health customers – and won new accounts

High-quality assets give the sales team the tools it needs

The context, the challenge

Proagrica, a global provider of tech support solutions for the agriculture industry, sought a content marketing partner to help grow its less-established animal health division and sell its solutions to leading animal health providers. Proagrica had two key aims: to increase brand awareness, and to generate leads from both existing businesses (pharma manufacturers and wholesalers) and emerging businesses (vet corporates).

The client had to convey to customers how its tech solutions reimagined the complicated structure of supply chains and pricing strategies through targeted, simplified messaging – messaging that was lacking at that time as Proagrica’s website and marketing collateral was heavily focused on agriculture. They needed marketers and copywriters who could demystify this information for their customers. In short, they needed an agency that understood the rapidly-changing animal health marketplace and the tech solutions Proagrica provided.

The solution

Copestone created a series of whitepapers and supporting articles that would function as core assets across various content marketing campaigns. These whitepapers, based on desk research and interviews with key stakeholders, were designed to simplify supply chain and pricing strategy complexities, and provide insight to the animal health pharma and distributor marketplace on how vet corporates were forming, the rates of consolidation, and how they represented a new market opportunity.

They also showed customers how Proagrica’s tech solutions could help them exploit these opportunities. Once the whitepapers and supporting articles had been developed, they were successfully used to support direct selling and lead generation.

The impact

Proagrica gained a catalogue of high-quality marketing collateral that could be repurposed and reused in the future to generate qualified leads. This collateral was used by Proagrica’s sales team to nurture and win new accounts with leading vet corporates and pharma organisations.