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Citadelle

Convince important prospects with Account-Based Marketing

Canneberges séchées qui forment un coeur
Canneberges séchées qui forment un coeur

Our client’s goal.

Citadelle is a Canadian cooperative made of producers marketing first-grade products such as maple, honey and cranberries. Our client wanted to increase its cranberry market share in the United States, as a supplier of pure products.

The challenge.

Our client needed to convince the major distributors and food manufacturers in a competitive American market. Citadelle needed to make its commodity products stand out while strengthening its positioning.

Our approach

The strategic solution

a two-pronged ABM strategy.

Our strategic action plan was to:

  • reevaluate the elements that differentiate cranberry products to improve Citadelle’s brand positioning in the market.
  • apply the strategic steps of a successful ABM strategy to maximize the return on investment and reduce delayed conversions between initial contact and signing a new customer.

In this way, we could tackle the American market strategically, showcasing what made our client different from its competitors.

We wanted to quickly position Citadelle as a key business in the food industry’s value chain in the United States and Canada. Thanks to a well-defined brand, Citadelle would inspire confidence and put forward its advantages in the eyes of its prospects.

Strengthen the brand

Redesign key messages to underscore the quality and innovative nature of their products

Develop customized communication tools adapted to their strategic targets

ABM strategy
Identification and analysis of accounts with a high potential for conversion
 
Launching digital campaigns and creating relevant content to directly engage key decision-makers
 
Producing dedicated microsites and multichannel supports, like emails, product sheets and sample packaging.

Digital campaigns
Continuous planning, launching and optimization of targeted digital campaigns based on geographical areas more likely to represent a high sales volume, in Canada and outside its borders
 
Implementation of the one-to-few and one-to-one ABM strategies after targeting accounts for their high conversion potential and connectivity with Citadelle’s products
  • Publication sur la canneberge, avec des canneberges séchées dans les mains
  • Canneberges séchées
  • Publication sur la canneberge
  • Deuxième publication sur la canneberge
  • Exemples de publications alignées sur le produit de la canneberge
  • Visuel d'un garçon et de canneberges séchées

    • Results achieved.

    Citadelle’s collaboration with our team allowed it to:

    • Increase its American market share. Its new positioning convinced major clients.
    • Optimize conversion rates. A clear and customized message, specifically tailored to the targeted and previously analyzed accounts strengthened prospects’ confidence.
    • Improve its positioning. Cranberry products were positioned as pure and high-quality in targeted high-growth markets.

    Solocom, your creative business agency that bridges the gap between your objectives and your results.

    Are you ready to improve your brand?