Our Thinking

If data is the new oil, the web form is the derrick we use to extract it. The big difference is that the people drilling for oil have a pretty good idea of why they want it and how they're going to use it. On the other hand, agriculture companies go to great lengths to extract data, but often leave those barrels of 'digital gold' rusting in storage.

As customers get “back to normal” it will be extremely interesting to see just how many of these same marketers and agrimarketers keep up the commitment to change, and how many fall back into their old ways.

There is no denying that current market conditions have compounded the difficulty of hitting game-winning home runs that significantly move the sales and/or market-share needle. Furthermore, while these “big wins” are the stuff of marketers’ dreams...

Understanding the relationship between the story, strategy and cost will allow you to budget for video content that yields successful results, no matter the scope of production.

Over the last 20 years, the way people research and buy products and services has changed dramatically. In the past, when your customers were researching the best equipment or crop inputs to buy, they might consult their family, friends or retailer, but they ultimately...

As most of you know, while our budgets may have been reduced, expectations for results rarely follow suit. What this means is that we must all achieve the same, and sometimes more, with less and have little time to shift course. So, what should you do?

For years, I’ve enjoyed working during the winter and summer holidays as it would inevitably provide ample time, free of the usual distractions of emails, calls, meetings, etc., to do some much-needed housekeeping. These efforts would typically focus on items such as...

After 20+ years of conducting business in the digital era, we are starting to reach an age of maturity when it comes to our digital ecosystems. Gone are the days where simply existing on social media or having a website was sufficient.

As the coming weeks, and even months, are likely to hurt the vast majority of businesses, you will need to decide how to balance the short-term improvement of your Income Statement with the long-term strengthening of your Balance Sheet [...]

When working with all manner of manufacturers (whether it be seed, chem, equipment, etc.), there is a prevailing concern regarding the challenge of selling to a farmer customer through a third-party retailer (independent, chain or co-op) who may or may not have the best interests of the manufacturer in mind.