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Process walkthrough · Agricultural processing machinery

Agricultural processing machinery: from winter planning to pre-harvest service

Farmers buy after seeing the machine working for someone like them and after understanding the cost per tonne. The process follows the farming calendar, not the agency's calendar.

The pain points this process addresses

  • Harvest losses due to a lack of drying or cleaning capacity.
  • Low prices when selling right after harvest.
  • A shortage of labour in season.
  • The fear of a large investment without the right financing.

From cold traffic to LTV, stage by stage

1. Cold traffic

People who don't know you see you for the first time.

Strategy

Be present when the farmer plans the investment, not only at harvest.

Tools

  • Google Ads on machinery searches
  • Facebook (groups and ads in farming areas)
  • YouTube demonstrations on farms
  • Trade fairs (Indagra, Agritechnica)
  • Agricultural press

Execution

  1. A seasonal communication calendar: planning in winter, decision in spring, delivery before harvest.
  2. Clips filmed on real farms, with the farmer's consent.

Metrics tracked

  • New visitorsPeople reaching the site for the first time, by source.
  • CPMThe cost of 1,000 impressions.
  • CTRThe share of people who clicked after seeing the ad or the search result.

2. Interest

They come back, read, watch and compare.

Strategy

The farmer wants to see the machine working and the real output.

Tools

  • Demonstration days
  • Visits to customer farms
  • Cost-per-tonne calculator
  • Financing guides

Execution

  1. The demonstration day has online registration and an SMS reminder.
  2. The guide to financing sources (grants, loans, leasing) is updated with every new call.

Metrics tracked

  • Engagement rateSessions in which people read, scrolled or interacted, out of all sessions.
  • 50% video viewsHow many watched at least half of a clip.

3. Lead

They leave a signal: an enquiry, a booking, a sign-up or a basket.

Strategy

Enquiries come by phone or WhatsApp more often than through forms.

Tools

  • Visible phone number
  • WhatsApp Business
  • Short form
  • CRM

Execution

  1. Every call and message is logged in the CRM, with its source.
  2. The area agent calls back within 24 hours.

Metrics tracked

  • Conversion rateThe share of visits that become an enquiry, a booking or an order.
  • CPLThe cost of one lead: an enquiry, a booking or a subscriber.
  • Time to first responseHow long it takes from enquiry to first contact.

4. Qualification and offer

You check the fit and make the proposal.

Strategy

A farm visit, sizing and an offer with financing.

Tools

  • Sizing sheet
  • Quotes with financing options
  • Support with the financing application, through partners

Execution

  1. Sizing based on the farm's real capacity.
  2. The offer shows the cost per tonne processed, not just the price.

Metrics tracked

  • Offer acceptance rateOffers or plans accepted, out of those sent.
  • Sales cycleDays from first contact to contract.
  • MQL → SQL rateHow many marketing-qualified leads become real sales opportunities.

5. Customer

The first order or the first contract.

Strategy

Delivery and installation before the season.

Tools

  • Delivery calendar
  • Contract with deadlines
  • CRM

Execution

  1. A written delivery deadline with a safety margin before harvest.
  2. CAC calculated including trade fairs and demonstration days.

Metrics tracked

  • Win rateOrders or contracts won, out of open opportunities.
  • CACCustomer acquisition cost: everything spent on marketing and sales, divided by new customers.
  • Average valueThe average value of an order, a bill or a contract.

6. Delivery and activation

The customer reaches the first good result quickly.

Strategy

The first working campaign without stoppages.

Tools

  • Commissioning
  • Training
  • In-season support

Execution

  1. A dedicated support number during harvest.
  2. A check after the first days of operation.

Metrics tracked

  • Activation rateCustomers who reach the first useful result within the agreed period.
  • NPSHow likely a customer is to recommend you, on a scale from 0 to 10.

7. Retention and expansion

They come back, renew and buy more.

Strategy

Pre-season service and parts on time.

Tools

  • Pre-season service reminders
  • Parts stock
  • Technical newsletter

Execution

  1. An annual pre-season service campaign.
  2. An offer to expand capacity when the farm grows.

Metrics tracked

  • Repeat purchase rateCustomers who buy again or renew within a given period.
  • ChurnCustomers lost in a period, out of those at its start.

8. LTV and referrals

Value over the whole relationship and new customers brought by existing ones.

Strategy

Farmers talk to each other: referral is the strongest channel.

Tools

  • Demonstration days at customers' farms
  • Farmer groups
  • Case studies

Execution

  1. Customer farms become demonstration sites, with consent and a clear benefit for them.
  2. Track the value per farm over 5-10 years: machines, service, parts.

Metrics tracked

  • LTVThe margin a customer brings over the whole relationship.
  • Referral rateNew customers who came through referrals, out of all new customers.
  • LTV : CACHow much a customer brings compared with what it costs to win them.

Copywriting on the industry's pain points

The same message written in five different frameworks. We use each at the right stage and test them against each other.

AIDA

Cold traffic ads and landing pages. · Cold traffic

Attention
Do you sell right after harvest, when the price is lowest?
Interest
With your own drying and storage, you choose when to sell.
Desire
We size the installation for your farm and show you the cost per tonne.
Action
Book a farm visit.

PAS

Ads and emails, when the pain is clear and recognised. · Interest

Problem
The harvest waits at the dryer, but the rain doesn't.
Agitation
Every day of delay means losses and stress in the middle of the season.
Solution
Drying capacity sized to your hectares, with in-season service.

FAB

Product pages, technical sheets and offers. · Qualification and offer

Feature
A dryer with automatic moisture control.
Advantage
Even drying, without overheating.
Benefit
Grain of consistent quality and a better selling price.

BAB

Case studies, retargeting and nurturing emails. · Lead

Before
Queuing at someone else's dryer and selling at the day's price.
After
The harvest dried and stored on the farm.
Bridge
Sizing, the right financing and installation before the season.

4U

Headlines, email subject lines and the first lines of ads. · Cold traffic

“Drying and storage on the farm: sized to your hectares and installed before harvest”

  • Useful
  • Urgent
  • Unique
  • Ultra-specific

Proposed A/B test

Hypothesis
A message about cost per tonne brings more enquiries than one about specifications.
Variant A (control)
“Headline with the machine's capacity”
Variant B
“Headline with the cost per tonne processed”
Primary metric
Conversion rate

Language and visuals adapted to the industry

Lexical field

  • harvest
  • moisture
  • hourly capacity
  • cost per tonne
  • storage
  • added value
  • season
  • financing
  • field service
  • yield

Words to avoid

  • revolutionary
  • guaranteed profit
  • risk-free

Word family

to harvest

  • harvest
  • harvesting
  • harvested
  • harvester

Language structure

Practical and respectful, with examples from real farms. Figures in tonnes, hectares and cost per tonne. Short sentences, no marketing jargon.

Visual structure

The machine on a customer's farm, working in season, the farmer speaking in the clip (with consent), simple cost-per-tonne charts. No perfect renders detached from reality.

Calculator: from budget to LTV

Change the values and see how CAC, LTV and the payback period move.

Monthly results

Visits
1,000
Leads
25
New customers
1.5
CAC
€1,333
LTV (margin)
€18,000
LTV : CAC
13.5 : 1
CAC payback (months)
8.9

The calculator values are an example calculation for the chosen industry, not a client's results. Enter your own figures.

Visits = budget ÷ CPC · Customers = visits × conversion 1 × conversion 2 · CAC = budget ÷ customers · LTV = value × purchases per year × margin × years · Payback = CAC ÷ monthly margin per customer

The metrics, in plain words

New visitors
People reaching the site for the first time, by source.from Google Analytics 4
CPM
The cost of 1,000 impressions.cost ÷ impressions × 1,000
CTR
The share of people who clicked after seeing the ad or the search result.clicks ÷ impressions
Engagement rate
Sessions in which people read, scrolled or interacted, out of all sessions.engaged sessions ÷ sessions
50% video views
How many watched at least half of a clip.50% views ÷ impressions
Conversion rate
The share of visits that become an enquiry, a booking or an order.conversions ÷ visits
CPL
The cost of one lead: an enquiry, a booking or a subscriber.cost ÷ leads
Time to first response
How long it takes from enquiry to first contact.average, in hours
Offer acceptance rate
Offers or plans accepted, out of those sent.accepted ÷ sent
Sales cycle
Days from first contact to contract.average, in days
MQL → SQL rate
How many marketing-qualified leads become real sales opportunities.SQL ÷ MQL
Win rate
Orders or contracts won, out of open opportunities.won ÷ opportunities
CAC
Customer acquisition cost: everything spent on marketing and sales, divided by new customers.total cost ÷ new customers
Average value
The average value of an order, a bill or a contract.revenue ÷ orders
Activation rate
Customers who reach the first useful result within the agreed period.activated ÷ new customers
NPS
How likely a customer is to recommend you, on a scale from 0 to 10.% promoters minus % detractors
Repeat purchase rate
Customers who buy again or renew within a given period.repeat customers ÷ customers
Churn
Customers lost in a period, out of those at its start.lost ÷ customers at the start
LTV
The margin a customer brings over the whole relationship.value × purchases per year × margin × years
Referral rate
New customers who came through referrals, out of all new customers.from referrals ÷ new customers
LTV : CAC
How much a customer brings compared with what it costs to win them.LTV ÷ CAC

Further reading

Other industries