AgroLog had established a strong reputation for reliable hardware. However, the advanced data analytics and decision-support features were being overshadowed. My objective was to shift market positioning through targeted content, highlight the value of our software ecosystem, and establish AgroLog as a data company.

Challenges

Lack of Software-Focused Assets: there was a severe shortage of high-quality marketing and sales enablement materials (videos, imagery, clear UI documentation) dedicated to explaining the value of the software platform.

Misaligned Sales Pitch: the sales team's pitch was structured around sensor specifications, not the data-driven outcomes (like cost savings and loss prevention) that the software enabled. This led to resistance from dealers and end-users who were not primed to think beyond the physical product.

Market Inertia and Resistance: the established agricultural market was inherently resistant to adopting new 'digital-first' technology. Shifting their mindset from purchasing a physical tool to investing in a subscription-based intelligence service was the core communication hurdle.

Solution: the Messaging & Content Strategy

The strategy

To overcome the hardware-first perception and the lack of suitable sales assets, I initiated a two-part strategy: First, defining the software's unique value proposition (UVP); and Second, translating that UVP into high-impact digital content. The goal was to pivot the conversation from product specifications to data-driven outcomes and the ROI of the software platform.

Defining the Message

To ensure every piece of content was aligned, I led an internal effort to clearly define the core messaging around the software.

• Unique Value Proposition (UVP) Refinement: Working cross-functionally to identify and formalize the one-sentence statement that clearly articulated the software's unique benefit to the customer (e.g., 'Predictive intelligence that saves you X% on Y'). This foundational work determined the narrative for all subsequent content.

• Key Message Hierarchy: Establishing a prioritized list of features and benefits that were critical to emphasize to the market, focusing on aspects like data integrity, predictive alerts, and user-friendly analysis over simple data storage.

Translating the Message into Assets

Once the core messaging was finalized, I led the content creation and dissemination.

• Software-First Video Series: Designed, scripted, and produced videos dedicated solely to showcasing key in-app features and workflows. The video scripts directly mirrored the new UVP and key message hierarchy.

• High-Fidelity Visual Library: Created a library of annotated, context-driven screenshots and GIFs of the UI/UX. Each visual was paired with clear, benefit-driven captions to explicitly link a software feature to a farm outcome.

• Sales Pitch Restructuring: Developed new digital guides and templates that organized the sales narrative around the software's UVP, effectively restructuring the pitch away from hardware specifications.

The Content

The strategic messaging defined in the previous step was translated into a comprehensive suite of digital assets to be used across marketing and sales channels.

Showcase Video: A high-level, short video designed to introduce the software benefits and unique value proposition immediately.

Focused UI Videos: More detailed videos showcasing the user interface in depth. These were divided by different value propositions to directly address the specific needs and pain points identified in the Buyer Persona and Customer Journey analysis.

Case Study: Validating the Software Value

To validate the success of the new messaging and content strategy, we produced a direct-to-customer case study featuring a key client, Highland Grain. This video was designed to focus entirely on the data access, ease-of-use, and efficiency provided by the AgroLog software, rather than the physical sensor itself.

Results & Impact

The strategic shift in messaging and the creation of dedicated, software-focused assets had an immediate and measurable impact:

• 40% Increase in Traffic: The new software-focused videos and landing pages saw a 40% increase in unique visitors, proving the content successfully captured attention.

• Improved Sales Efficiency: Sales feedback confirmed the new assets significantly improved customer understanding, leading to a reduction in initial sales pitch time and better qualification of leads.

• Unified Brand Narrative: The formalization of the UVP created a single source of truth for the entire organization, ensuring all teams communicated the "software-first" value consistently.