Marketing in Ag Tech: How to Effectively Reach Your Audience
In this inaugural Ground Breaking podcast episode from the Global Ag Tech Initiative, Heather Tunstall, co-chair of the initiative, engages in a conversation with Kathleen Glass, VP of Marketing at AquaSpy, during the Women and Ag Tech meeting and The VISION Conference in Glendale, Arizona.
The discussion centers on the best practices and tips for marketing and selling innovative ag-tech solutions to the ag community. Glass, drawing from her extensive background in early-stage sales and marketing, highlights the challenges ag tech startups – as well as mature businesses – face in effectively communicating the benefits of their solutions to growers.
Glass emphasizes the importance of understanding the unique dynamics of the agriculture industry, where the adoption cycle is longer, and growers often require a hands-on, “show-me” approach. She notes the necessity for ag tech companies to shift from merely showcasing features to presenting a compelling business case that addresses the “why” for growers.
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Glass underscores the value of collaboration in the ag tech space, encouraging a cooperative mindset among industry players. She shares insights into the need for partnerships with universities, lobbyists, and other industries to accelerate adoption.
The conversation delves into the evolving landscape of marketing, with Glass discussing the shift towards hyper-regional and hyper-local strategies. She highlights the significance of using various channels, including social media platforms like Facebook and LinkedIn, but stresses the importance of tailoring messages carefully for each micro-audience of the agriculture industry as well as the intent of the messaging.
The discussion further explores the role of content in marketing and how storytelling has become a powerful tool in engaging growers. Glass shares the success AquaSpy has had with regional Facebook ads, educational YouTube content, and other marketing channels – both traditional and emerging.
Tunstall and Glass also touch on the challenges of marketing in the agriculture sector, such as the limitations of B2B marketing on platforms like TikTok, and the need for marketers to adapt and iterate their strategies based on data and feedback.
Glass provides valuable advice for those navigating the marketing landscape in ag tech, suggesting resources like HubSpot for best practices and emphasizing the importance of CEOs being actively involved in sales and marketing efforts.
In essence, the podcast sheds light on the complexities of marketing in the ag tech sector and offers practical insights for industry players to effectively communicate and drive adoption within the agriculture community.
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