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%.