b'INSIDERSCONTENT MARKETINGIs MARKETING A Dirty Word at Your Company?SHAWN BROOKPresidentSeed World CREATEMarketing is the fuel that drives youra CEO that is does not believe his organ- touch points to move them to the sales engine and is critical for success. ization can grow without identifying newpoint of putting up their hand because I hear it often.opportunities. That means INBOUNDthey are interestedLets just cut our marketing spend,leadssomeone from your target audi- Then you too can build a successful because we are not sure how the marketence putting up their hand and saying Ilead generation solution!will fare.might, possibly be interested in that.I often see companies getting stuck This is a dangerous concept! We allCreating an environment that willon touch points as this is different con-know how important fuel is, and it doesgenerate this is by a landslide the numbertent when we are marketing than when not matter how expensive or fuel efficientone question I get asked to tacklehowwe are selling. When this happens and your vehicle is, without fuel the enginecan we generate true, actionable leadsyou try to use sales touch points to gen-does NOT operate. Similarly, I would sug- and it is usually inferrednot build likeserate interest our success rate goes WAY gest that without marketing to generateand engagement because my bank cantdown. We need to have marketing touch leadsreal, actionable leadsyour salesget paid with those. I would love to tell youpoints that work to solve a clients prob-department will at best be running verythat it is easy to build a lead capture strat- lems and present these touch points as clunky and often not at all.egy but it is notit can however, be aclient-centric as possible. Sales can identify some outboundstraight line process. Meaning that if you: So Ill leave your with a couple of leads by reaching out and making colda) Understand your audience VERY well questions. On a scale of 1 to 10, how much calls, and we also know that sales canb)Have a clear strategy on what youdoes your marketing efforts contribute to increase market share by upselling intowant your potential client to do your sales? Where does that number need existing customers but I have yet to meetc) Understand how to build the necessaryto be for you to move to the next level?CORN, SORGHUM AND OILSEEDSHow to Sustainably Control Downy Mildew in SunflowerMAXIME MENVIELLEMarket Development Manager SunflowerLideaFor several years, farmers have con- birds at the beginning of the cycle, veryearly stages of corn growth. In this way, fronted with difficult weather conditionsoften have a big impact on the numberwe are boosting emergence.during key periods of corn cropping. Oneof plants per hectare. Many farmers inThen there is the biostimulant mode period in particular needs special atten- Europe know that a good performance inof action. This was added to the mix to tion: flowering. For this key stage LIDEAthis critical stage could have an impact onsupport the development of the plant. innovates with HI CORN. Its a combina- the success of the crop. It is the first com- Through a better root development, the tion of two hybrids with complementaryponent of yield! Our new product BOOSTseedling is better able to use the mineral precocity to increase the number of days& GO is an association of four cumulativeelements that are available in the soil.for pollination and thus reduce the risk ofaction modes, operating at different timesAnd last but not least, we are apply-hot weather affecting the viability of theto preserve the genetic potential duringing a very specific coating. This new pollen. The big advantage for the farmersearly stages.approach provides a better repartition of is that with more pollen, we are able toThe first mode is crop protection,the products around the seeds, and pro-guarantee a better fertilisation. And thiswhere we want to help the plant againstvides more security for the user because means more grain per hectare and as athe main pests. Weve included Redigoof a better dust control result, more yield per hectare.against fungi, Poncho against insects, andThese two innovations, HI CORN But it is not just at flowering whereKorit against birds. and BOOST & GO are solutions that can we need to protect the plant. Another sen- The second mode of action is relatedbe adapted to the needs of farmers in sitive period for maize cultivation is theto a proper provision of the right nutri- order to improve the farmers profitabil-emergence of the seedling. Difficult condi- ents. In BOOST & GO, we have added aity during their corn production.tions, cold, rain, and pests, like insects andcombination of essential nutrients for the 18IEUROPEAN SEEDIEUROPEAN-SEED.COM'