Driving Business Opportunities for Netafim with Targeted ABM Strategies and Multi-Channel Outreach
Company
Netafim is a global leader in precision irrigation, dedicated to achieving food security by helping farmers “grow more with less.” Their innovative solutions maximize crop yield while minimizing resource usage, driving a sustainable food chain. Founded in 1965, Netafim operates in 110 countries, combatting water, food, and land scarcity worldwide.
Goals
Despite their global reach, Netafim sought targeted lead and demand generation support in the SADC region (Southern African Development Community, comprising 16 member states). Their objectives were:
- Define ICP-Ideal Customer Prospects to create a targeted database.
- Expand Netafim’s sales pipeline in the region.
- Secure at least one new customer to drive growth in this key market.
Challenge
Netafim’s success on a global scale didn’t translate as smoothly to the SADC region. Key issues included:
- A database filled with irrelevant contacts.
- Limited visibility of qualified prospects.
- Reluctance among regional prospects to adopt new agricultural technologies.
These obstacles hindered their ability to build a meaningful pipeline and engage effectively with their target audience.
Solution
- SAGE GOHO tackled these challenges with a tailored approach via account-based marketing (ABM), and multi-channel outreach campaigns.
- Building a Strong Foundation: We sourced prospects from growers, historical CRM data, partners, consultants, and event records to triple ICP-fit contacts to provide a holistic approach.
- Targeting the Right Channels: We leveraged LinkedIn, agricultural groups, trade networks, and events to position Netafim as an industry leaders.
- Enhanced Market Visibility: We boosted SADC-focused content, executed email and LinkedIn outreach, and attended trade shows for direct engagement.
- Maximized Events: We identified key events, secured speaking engagements, and scheduled meetings with ICP prospects.
- Personalized Communication: We tailored messaging and qualified leads, ensuring high-quality meetings and conversions.
Our Role
SAGE GOHO’s strategic ABM outreach effectively generated a flowing sales pipeline and delivered measurable results for Netafim in just six months.
- Grew the SADC database by 3x with ICP-fit contacts.
- Achieved above-average average conversion rates at 6%.
- 50% of leads are progressing towards ‘closed won’ deals.
- Increased employee visibility and employee LinkedIn following by 3%.
Results
- A strong foundational base: Netafim now has a precise database of qualified prospects to nurture and convert.
- Active pipeline growth: Farmers and agricultural investors in the SADC region actively engage with their irrigation solutions.
- Maximum event ROI: By partnering with SAGE GOHO, Netafim turned event attendance into meaningful opportunities, securing meetings with high-value prospects.
- Sustainable Success: With a growing pipeline and strengthened regional presence, Netafim is well-positioned to achieve its growth goals in the SADC region.
Idit Maor, Global Product Marketing Manager at Netafim said:
Partnering with SAGE GOHO transformed our pipeline growth. They connected with the right prospects and secured high-value meetings that led to real BUSINESS opportunities.
