Meeting buyers where they are
Ingredion
Challenge:
Ingredion’s North American marketing team faced a formidable task: achieve significant revenue opportunities in a highly competitive marketplace. Long purchase cycles, complex buying committees and fierce competition complicated achieving their aggressive growth goals.
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 made based solely on digital content. Ingredion needed to guide buyers in their journey with a balanced brand and demand strategy to build credibility during the awareness phase and efficiently move them toward consideration 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 was 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 highlight the value of Ingredion’s consumer insight, not just its ingredient portfolio.
Capture:
Gathered high-quality leads with clear value messaging, concise form fields and bold CTAs.
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 connecting audience needs to product families in a way that invited real consideration.
Invite: Deployed multichannel emails, social posts and outreach for webinar registrations promising both content and connection.
Convert: Landing page drove signups and later served as an on-demand asset hub extending campaign shelf life and deepened engagement.
Deliver: Webinar paired consumer trends with real solutions giving formulators the information they needed to act with confidence.
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 a consultative tool that validated their plans and reinforced partnership as a trusted innovation partner.
Engage: Targeted video and nurture emails prompted self-assessment and engagement to promote sales readiness.
Simplify: Landing page positioned the checklist as a consultative resource with clear benefits and a sales team follow-up plan ensuring conversion momentum.
Confirm: Downloadable checklist helped buyers validate their direction, solve key formulation gaps and take the next step with a proven collaborator.
Results:
50%
increase in leads over five years
35%
global awareness
36.5%
lower CPL
Nurtured leads converted 10% higher and 20% faster than traditional paths.
10%
higher conversions
Impact:
Ingredion evolved from supplier to innovation partner. By meeting buyers where they are—across recognition, consideration and conversion stages—the brand delivered measurable growth while strengthening its reputation as the go-to partner for beverage innovation.