Scotts Miracle-Gro & Loadsmart
Multi-Channel Marketing Campaign for SaaS Pipeline
Client: Loadsmart, B2B Logistics SaaS
Industry: Manufacturing, Consumer Goods, Seasonal Operations
Target Audience: Mid-Market & Enterprise manufacturers across the U.S.
Key Assets: Video interview, written case study, industry landing page, email nurture, sales automation, paid + organic social
Overview
Scotts Miracle-Gro is one of the most recognizable brands in the U.S., with products spanning gardening, lawn care, and large-scale manufacturing facilities nationwide. Their seasonal operations—especially spring and summer—create massive throughput demands, making them an ideal showcase for logistics automation, efficiency, and cost reduction.
This initial case study focused on early results with plans for a second, deeper-dive case study after their major summer push. The goal was to demonstrate immediate wins while setting the stage for a larger, more strategic impact story.
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, and reporting.
Strategy & Execution
1. Anchor Assets: Short Video + Written Case Study
We began with two core pieces:
- A short, interview-style video produced with Scotts’ logistics team
- A written case study highlighting early-stage improvements
These assets showcased the value of the SaaS company’s technology before peak season, helping us tease the bigger post-season story to come.
2. Industry-Specific Landing Page
I built a dedicated landing page tailored to U.S.-based manufacturers, focused on:
- Operational efficiency
- Throughput challenges
- Peak-season logistics constraints
- Automation and visibility gains
The page served as the conversion hub for all campaign channels.
3. Automated Email Nurture for Manufacturing Leads
I wrote and launched a personalized, multi-step nurture targeted to:
- Mid-market & enterprise manufacturers
- Supply chain directors
- Logistics and plant operations teams
Messaging incorporated known manufacturing pain points and included dynamic personalization using database fields (industry, revenue range, volume, and region).
4. Paid & Organic Distribution
To maximize reach:
Paid Media
- Retargeting on LinkedIn + Google Display
- Manufacturing-specific audience filters
- Video clips and graphics highlighting results pushed to warm audiences to drive conversions
Organic Social
- Quote graphics and video snippets shared across social
- Story-driven posts amplifying the early wins
- Engagement optimized around manufacturing seasonality
5. Sales Enablement & Automated Follow-Up
Just like the Red Gold marketing campaign, I created:
- A sales email follow-up sequence with personalization
- Call scripts tied to manufacturing-specific talking points
- LinkedIn InMail templates using Scotts as a credibility hook
This series achieved:
- ~50% open rate
- ~50% response rate
- Increased meeting-booked rates for manufacturing prospects
6. Reporting & Analytics Dashboard
Partnering with Revenue Operations, I developed a real-time dashboard that displayed:
- Lead volume by channel
- MQL → SQL → Opportunity conversion
- Sales team engagement
- Opportunity creation and pipeline growth
- Attribution across email, paid, organic, and video
This dashboard helped sales and leadership monitor campaign momentum.
Results (Initial Phase)
The early-stage Scotts Miracle-Gro campaign built a strong foundation for manufacturing-focused pipeline:
- High inbound engagement from manufacturing prospects
- Consistent SQL creation from video and case study downloads
- Sales follow-up engagement ~50%
- Pipeline opportunities created ahead of peak season
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A roadmap established for a “Part 2” case study to showcase major efficiency, throughput, and cost savings after summer