Red Gold & Loadsmart
Multi-Channel Case Study Marketing Campaign Driving High-Intent Pipeline in Food & Beverage
Client: Loadsmart, B2B Logistics SaaS
Industry: Food & Beverage, Farming, Mid-Market + Enterprise
Key Assets: Video interview, written case study, press release, landing page, email nurture, paid + organic distribution
Overview
Red Gold is one of the most recognizable tomato brands in the United States. Their bright red cans appear on grocery shelves, in restaurants, and across major stadiums nationwide. As a household name leveraging multiple Loadsmart products, they were the perfect candidate for a flagship case study—one that could resonate with food & beverage prospects and demonstrate the breadth of our platform and managed services.
My Role:
Campaign lead and strategist overseeing cross-functional execution, including content direction, creative briefing, video coordination, email nurture, paid media alignment, landing page development, analyst relations, and reporting.
This campaign is a model for how I approach integrated marketing: turn one powerful customer story into a multi-channel marketing engine that drives awareness, credibility, and pipeline across the entire funnel.
Strategy & Execution
1. Anchor Asset: High-Production Video Interview
I started by securing a professionally produced, interview-style video through a trade publication.
This served two purposes:
- Elevated storytelling with a trusted industry voice
- Guaranteed 200+ leads from publication syndication
2. Written Assets: Case Study + Press Release
I partnered with our content manager and graphic designer to create:
- A full written case study showcasing measurable improvements
- A press release amplifying Red Gold’s success and the partnership
These assets generated broad industry visibility: the press release was published in over 200 outlets, and several trade publications wrote feature articles based on the story, significantly increasing awareness of Loadsmart’s customer impact.
3. Integrated Landing Page Experience
I designed and launched a landing page specifically tailored to:
- Food & beverage logistics challenges
- The Red Gold story
- Product modules featured in the partnership
This page became the central conversion point for all campaign channels.
4. Automated Email Nurture (Industry-Specific)
I wrote and launched a multi-step automated nurture targeting:
- Food & beverage logistics teams
- Farming and agriculture supply chains
The campaign personalized messaging around known Red Gold pain points and team priorities, relating to either the food, beverage, or farming industries.
The results were good:
- ~30% open rate
- ~5% response rate
5. Paid Remarketing & Distribution
I partnered with the paid digital team to:
- Retarget engaged contacts on LinkedIn and Google Display
- Amplify the video and case-study highlights to warm audiences
- Drive traffic back to the landing page for deeper engagement
6. Organic Social Amplification
Alongside the social team, we released:
- Short clips from the video interview
- Quote graphics from the case study
- A series of LinkedIn posts highlighting Red Gold’s operational improvements
These assets improved organic reach and credibility.
7. Analyst Relations: Joint Session at Gartner Symposium
Knowing Red Gold’s brand recognition, I pitched a joint speaking session with Loadsmart to Gartner.
They accepted, and Red Gold presented their technology transformation story on stage, sparking interest from Fortune 500 supply chain leaders. This significantly expanded campaign reach beyond F&B.
8. Automated Follow-up for Sales Engagement
To ensure Red Gold’s story translated into real pipeline momentum, I built a complete automated follow-up system for the sales team. This included:
- A personalized, multi-email nurture sequence tailored to industry, use case, and known account data
- Sales call scripts aligned to Red Gold’s proof points and common objections in food & beverage logistics
- LinkedIn InMail templates for SDRs and AEs to use when connecting with new high-intent leads
- Dynamic personalization using database fields (industry, shipment volume, tech stack, region)
The results were exceptional:
- ~50% open rate
- ~50% response rate
- Consistent lift in meeting-booked rates compared to prior outreach
This sales-enablement layer ensured that the momentum created by the multi-channel campaign translated directly into conversations and qualified opportunities.
9. Reporting & Analytics
To give leadership and sales real visibility into the impact of this campaign, I partnered with Revenue Operations to build a dedicated performance dashboard. This dashboard surfaced:
- Lead volume across every channel (video syndication, landing page, email, paid, organic)
- Funnel progression (MQL → SQL → Opp → Closed-Won)
- Engagement metrics from sales follow-up sequences
- Pipeline value creation and influenced revenue
This reporting system became the single source of truth for monitoring campaign health, measuring performance, and enabling leadership to make fast, data-driven decisions about investment and future industry-specific campaigns.
Results
This integrated, Red Gold-anchored campaign generated pipeline across inbound, outbound, paid, organic, and analyst channels. Key funnel performance:
- MQL → SQL: ~25%
- SQL → Opportunity: ~50%
- Opportunity → Closed Won: ~45%
The campaign brought in over 1,000 leads across multiple channels, including high-quality enterprise supply-chain teams.