Tate & Lyle | The Office of Experience

The Problem

Global food and beverage ingredients manufacturer Tate & Lyle needed a new way to introduce their breakthrough stevia sweetener Tasteva® M in advance of the industry’s largest trade show of the year, IFT (Institute of Food Technologists). Their challenge was to enable this new product launch with a digital marketing campaign—a first for the global company.

The Solution

The Office of Experience (OX) offered a range of consultative services to plan and execute the launch of this revolutionary new product and enable the internal marketing and sales teams with digital marketing tools like data management, list management, marketing automation, and qualified lead scoring. The results drove awareness of the new product, captured qualified and hot leads, drove sampling and face-to-face sales conversations at IFT and beyond, and outperformed sales expectations by 250%.

Services

Research & Insights
Physical & Digital Experiences
Advertising
Media Strategy & Management
Content Marketing
Demand Generation
CRM

List Management and Email Marketing

Starting with Tate & Lyle’s CRM database in Salesforce, OX performed a data cleanliness effort to lay the foundation for a highly effective digital campaign. Concurrently with that effort, OX setup and architected a Hubspot instance to drive the email campaign and support lead scoring and marketing automation in the future. Performance-based monitoring helped OX deliver clean, targeted and actionable lists back to client for future use.

Digital Marketing and Lead Scoring

OX designed, built and drove email traffic to a fully responsive landing page that invited visitors and potential leads to learn more about the new Tasteva® M product. Gated content in the form of fact sheets and sample requests enabled Tate & Lyle to capture interested leads and inform to a new lead scoring system in the CRM.

Face-to-Face Sales

Follow-up communications sustained interest in the product launch for target customer segments and drove traffic to the industry’s leading trade show, IFT (International Food Technologists) where visitors could taste the innovative product and speak to a Tate & Lyle sales representatives in-person. These conversations continued well beyond the launch as interest in the new product gained momentum.

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Results

Results across every metric outperformed expectations on a massive scale. Tate & Lyle targeted $1 million in pre-commercialization pipeline sales for this and other initiatives supporting the new product launch.