Your business has grown. Has your marketing kept pace?

How to align brand, communication and commercial goals to support the next stage of growth in agribusiness.

Your company has expanded its portfolio, introduced technology or entered new markets. As a CEO or business unit director, you have a new commercial ambition. Yet your website, presentations and messaging may still describe yesterday’s organisation. The gap between what the business has become and what the market understands calls for a strategic decision.

This can happen in a regional company or a multinational subsidiary: the capacity to grow exists, but the proposition does not clearly explain what has changed, why it matters or who benefits. That gap can make conversations with new customers, distributors and partners more difficult.

Signs that marketing has fallen behind

One sign is that different departments describe the company differently. Sales prioritises one argument; the technical team, another; and digital channels fail to reflect the priorities of the commercial plan. It is also worth checking whether the current portfolio is properly represented and whether enquiries come from the customers the business wants to attract.

Try this exercise: ask someone outside the company to review the website and a presentation. Ask what problem the company solves, for whom, what makes it different and how to contact it. Vague answers may indicate a need to clarify the messaging and make supporting evidence more visible.

What a new customer needs to understand

A new buyer does not share the history that your regular customers know. They need to understand your value proposition and find evidence to consider it seriously. In animal health, nutrition, genetics, seeds, biological inputs or agricultural technology, this requires both technical accuracy and commercial relevance.

A distributor may prioritise sales support and portfolio differentiation; a technical manager, evidence and conditions of use; a director, strategic fit and the ability to execute. The brand should sustain a shared position while offering arguments suited to each participant in the buying decision.

Aligning communication and business development

The starting point is the business objective: launching a solution, developing a channel, entering a country or repositioning a business unit. This guides the choice of audiences, value proposition, messages and tools. In a multinational, the work must also connect global strategy with the needs of each market.

McKinsey’s B2B Pulse 2024 describes a buying journey combining in-person, remote and digital interactions. Applied to agribusiness, this invites a review of consistency across the website, LinkedIn, trade shows and the sales team. Marketing should work alongside product, pricing, distribution and sales to help customers move forward.

Measurement should reflect that ambition too: relevant enquiries, opportunities by market and conversations that progress. Visits and reactions provide context, but they need to connect with sales follow-up.

From strategy to execution

At AgenciaAgro, the work with BVF brought together consulting, brand architecture and launch tools to communicate the value of its berry genetics. At Zoetis Chile, the diagnosis informed a specialised communication strategy for Livestock and a workshop with the sales team.

These are different challenges with a shared method: understand the business, define its positioning and bring it to the points where the company meets the market. For an expanding organisation, that continuity helps brand, communication and business development work towards the same goals.

Your next stage of growth needs to be communicated

Before your next launch or expansion, review whether your marketing represents the company you lead today. What does the market need to understand to engage with this new stage?

At AgenciaAgro, we can help diagnose that gap and build a positioning, communication and B2B marketing strategy tailored to agribusiness.

Let’s discuss your next challenge.

Sources: McKinsey, B2B Pulse 2024 · AgenciaAgro: BVF · AgenciaAgro: Zoetis Chile

The cited B2B research covers multiple sectors; its application to agribusiness reflects AgenciaAgro’s editorial analysis.