Case Study: Access to the Right People Can Shift Your Decisions for Good
THE CLIENT: Indigo Ag
THE INDUSTRY: Agriculture, AgTech
THE CHALLENGE
Indigo Ag, an agricultural technology company, was working to scale adoption of its online grain marketplace platform. However, adoption in agriculture is difficult and influenced by trust, relationships, and how farmers actually make selling decisions.
THE SOLUTION
The Ag Access Division focused on one critical factor: getting Indigo Ag’s new tech platform in front of the right people. Our approach centered on:
- Comprehensive Research Planning: Developed a structured plan to ensure conversations were targeted, relevant, and actionable.
- Targeted Farmer Recruitment: Qualified grain farmers to ensure insights came from real decision-makers in the field.
- Relationship-Driven Engagement: Facilitated deeper, trust-based conversations to uncover how decisions are actually made in-market
THE IMPACT
By connecting with the right people, Indigo Ag uncovered insights that significantly shifted their strategic direction.
- Strategic Pivot: Uncovered that farmers rely heavily on originators for grain marketing decisions, leading Indigo Ag to refocus their platform toward originators rather than farmers.
- Target Market Clarity: Gained a deeper understanding of the relationships driving the agricultural supply chain, something both beneficial to this study and further looking decisions.
- Increased Confidence: Equipped with real-world insights, Indigo Ag made a bold, informed adjustment to their go-to-market strategy knowing it would work.
Download the complete case study here: Access to the Right People Can Shift Your Decisions for Good