Meeting buyers where they are
Ingredion
Challenge:
Ingredion’s North American marketing team needed to help the global organization unlock significant revenue opportunities in a competitive marketplace with long purchase cycles, complex buying processes, multiple category needs and fierce competition.
Insight:
Research revealed that Ingredion’s buyers—like many B2B audiences—were no longer waiting for sales calls. They were self-directed explorers, completing two-thirds of their journey before speaking with sales. Decisions were often sealed based solely on digital content. The opportunity was clear: Ingredion had to become the guide buyers trusted long before sales entered the room.
Solution:
A full-funnel experience raised awareness and credibility at the top of the journey, then delivered tailored content as prospects moved deeper. Each touchpoint felt intentional—education flowed into evaluation, evaluation into decision. By prioritizing high-value content and linking it directly to sales follow-up, Ingredion not only kept buyers engaged but also guided them smoothly toward conversion.
Recognition stage –
Sports hydration program
(Top funnel)
At the recognition stage, Ingredion didn’t just talk hydration—it reframed what the category could become.
Educate:
Positioned Ingredion as a resource with insights on clean label, reduced-sugar sports drinks.
Promote:
Used paid LinkedIn, display ads, and targeted emails to reach R&D and marketing leaders.
Capture:
Designed a frictionless gated landing page with bold CTAs and concise fields.
Inspire:
Delivered a proprietary infographic of stats, label claims and trends that clarified 'what’s next' in hydration.
Consideration stage –
RTD mocktails webinar
(Mid funnel)
In the consideration stage, Ingredion turned a passing trend into a practical pathway with mocktail innovation.
Evaluate: Positioned Ingredion as the bridge between trend and execution in RTD mocktails.
Invite: Deployed multichannel emails, social and outreach for registrations.
Convert: Landing page drove signups and later served as an on-demand asset hub.
Deliver: Webinar paired consumer trends with real solutions (PURECIRCLE™ Clean Taste Solubility Solution, ASTRAEA™) to help buyers act.
Conversion stage –
Beverage innovation checklist
(Bottom funnel)
At the bottom of the funnel, Ingredion made it easy for buyers to act with tools that closed the gap between intent and purchase.
Act: Equipped buyers with tools to validate decisions and finalize plans.
Engage: Targeted video and nurture emails prompted self-assessment and next steps.
Simplify: Landing page positioned the checklist as a consultative resource, not a generic download.
Confirm: Downloadable checklist reinforced Ingredion as the trusted partner for execution.
Results:
+50%
increase in leads over five years
+35%
global awareness
+10%
higher conversions
36.5%
lower CPL
Nurtured leads converted 10% higher and 20% faster than traditional paths.
Impact:
Ingredion evolved from supplier to innovation partner—earning buyer trust at every stage of the journey. The case demonstrates how a full-funnel BrandDemand approach consistently fuels awareness, demand and revenue growth.