Agritech software · 2023
Verdant Labs
Selling soil data without selling a platform
Verdant sells soil and yield analytics to agronomists and farm managers. The product was strong and the marketing described a data platform, which is not a thing anyone in agriculture wakes up wanting. We repositioned around the decision the software actually helps with, then rebuilt the site and the funnel around that.
- B2B positioning
- Demand generation
- Design system
- Client
- Verdant Labs
- Sector
- Agritech software
- Year
- 2023
- Disciplines
- Branding, Growth
Challenge
What was in the way
The site sold features to a buyer who does not buy features. Agronomists were arriving from search, reading about dashboards and integrations, and leaving without understanding whether the software answered the question they had walked in with.
Demand generation compounded the problem. Paid spend pointed at a homepage rather than at anything specific, and the sales team could not tell which leads had any intent, so the cost per qualified conversation kept climbing.
Approach
How we worked
- 01
Reposition around the decision, not the product
Interviews with nineteen agronomists gave us the actual question: which fields get the input spend this season. We rebuilt the messaging around that decision and let the platform capabilities become supporting evidence rather than the headline.
- 02
A page per intent
Instead of one homepage absorbing all traffic, we built dedicated pages for the four decisions the product supports, each with its own proof, calculator and call to action. Paid and organic now point at the page that matches the search rather than the front door.
- 03
A design system that survives a growing team
The identity was tightened rather than replaced, then turned into a documented system with tokens shared between the marketing site and the product. Two in-house designers joined during the engagement and shipped inside the system without a rebuild.
Deliverables
What we handed over
- Repositioning and message hierarchy by audience
- Four intent-led landing pages with proof and calculators
- Design system shared between marketing and product
- Marketing site rebuild with a content model
- Lead scoring, routing and attribution setup
- Enablement material for the sales team
Results
What changed after launch
2.4x
Qualified pipeline
Sales-qualified opportunities in the two quarters after launch against the two before.
-41%
Cost per qualified lead
Blended paid and organic, measured over six months on comparable spend.
4 to 1
Design systems
Four divergent interfaces consolidated into one documented token set.
“They deleted about half of what we thought we needed to say. Pipeline more than doubled.”
Stack and tools
What it runs on
Strategy
- Buyer interviews
- Message testing
- Intent mapping
Build
- Next.js
- TypeScript
- Design tokens
- Headless CMS
Growth
- Lead scoring
- Multi-touch attribution
- Landing page testing
Timeline
How long it took
- Weeks 1 to 4
Repositioning
Nineteen buyer interviews, message testing, and a positioning document by audience.
- Weeks 5 to 8
System and templates
Token set, component library, and the landing page template designed and tested.
- Weeks 9 to 13
Build
Site rebuild, four intent pages, calculators and CRM integration.
- Ongoing
Optimisation
Monthly testing cycle on messaging, offers and page structure against pipeline.