GTM - Wireless sensor spear

GTM Strategy

Buyer Persona

Website Design

When I joined Agrolog, the Wireless Sensor Spear was still in its early R&D phase. A revolutionary tool for farmers to monitor their stored crops, unlike anything currently on the market. But one thing was missing: validation. Was the idea truly solving a real need, or was it based solely on assumptions from years in the industry? And how we could communicate the values of this product? Farmers didn't know they needed this solution.

My first step as a marketer was to get close to the product. I built a new Business Model Canvas to clarify its value, cost structure, and stakeholders. Then I focused on Buyer Persona: their pains, goals, and fears around adopting something new.

From there, I created a value proposition canvas and conducted interviews with end-users. The insights provide R&D with actionable feedback. This created a feedback loop that helped prioritize product features and iterate faster in the R&D team.

By the end, we had:

A clear, user-tested value proposition
Defined positioning in the market
Unified messaging across sales and marketing
A marketing plan with targeted materials and assets

Challenges

The challenge lay in just how innovative the product was. There was nothing like it on the market and no direct competitors. While it sounds exciting, it meant we had to start from zero in educating both the farmers and our dealers.

Farmers: skilled and experience, often rooted in traditional methods that had worked reliably for generations. For them new technology is almost invisible.

Our dealers didn’t fully understand how to position the product in their existing portfolio and how to sell it to the end-users.

Solution: the messaging

It wasn’t only about marketing a product, but to create the market understanding: to bridge the gap between innovation and adoption, turning an unfamiliar concept into something both useful and necessary.

Therefore messaging was built around impact. The goal was to communicate clearly the value proposition and the product’s benefits. Translate technical concepts into simple, result-driven statements. We shifted the conversation from the what it does to why it matters. Highlighting the outcomes: fewer crop losses, faster decision-making, less time wasted, ultimately more income.