Buyer-Focused Content

2.718 Marketing is a Chicago-based integrated marketing and advertising agency that helps brands grow. When Blue Diamond Almonds Global Ingredients Division was looking for a creative way to help its sales team build thought leadership and demonstrate its ability to provide expertise, 2.718 Marketing knew that video content was the answer.

To position Blue Diamond as a leader in all things almond, the 2.718 team created a webinar series that identified top-of-mind topics for food industry experts that were broad enough to widely appeal to the target audience but deep enough to sustain a half-hour’s worth of video content and discussion. The primary webinar sessions included seven pre-recorded webinar videos and live Q&A sessions with topic-specific expert panels, composed of Blue Diamond senior leadership and other food industry authorities. The webinars were supported by paid and organic LinkedIn posts and an email drip campaign to prospects (tied in with a podcast series on related topics), which drove interested leads to a registration page for validation.

While the company’s primary goal for each webinar was 50 attendees — 40 existing customers and 10 prospects — it ultimately delivered:

  • More than 1,100 registrants for the first seven webinars; and
  • Nearly 800 new contacts in Blue Diamond’s database.

Additionally, the campaign positioned webinars as the leading driver for getting high-value target clients into Blue Diamond’s database.