Agriculture · Biologicals
Recent work · 2026
Launch plan and value price for a biological crop nutrition product
A crop nutrition company was preparing to launch a biological product through the channel to growers and applicators.
Read the case →
Strategic Marketing & Growth
Core expertise
B2B Strategic Marketing & Growth Consulting
Strategic marketing decides where a B2B business will grow (which markets, applications and customer segments) and what offer will win there. Market Edge turns annual growth targets into a defensible plan using a process applied by more than 1,000 Fortune 500 and mid-tier business units.
Problems we solve
Targets without a path
Ambitious growth numbers, but no clarity on exactly where and how to win them.
Signs, causes and fixes →Resources spread too thin
Every segment gets a little attention; none gets enough to win.
Signs, causes and fixes →Products copied, margins squeezed
Technical leadership fades as competitors close the gap and specs converge.
Signs, causes and fixes →Launches that underperform
Strong products miss targets because the segment and offer were never sharp.
Signs, causes and fixes →What we hear from clients
Paraphrased and anonymized from recent conversations with marketing and commercial leaders.
“Market analysis here is done by instinct, without structured frameworks.”
“We're good at the left side, the market analysis. We need help executing to the right: value pricing, value propositions and promotion.”
“I used the tools for my marketing strategy and tactics review with leadership, and everything was approved.”
The Market Edge Strategic Marketing Process
Four steps, each supported by a proven Market Edge framework.
01
Map the market
Market Maps size each application and technology, with growth and share by cell.
02
Segment and target
Needs-based segments and a clear choice of where to focus scarce resources.
03
Build the value proposition
Segment-specific offers and messages, tested against the competitors you'll take share from.
04
Activate and launch
Campaign and launch plans built on purchase criteria, influencers and touchpoints.
Our point of view
A strategic marketing plan matters only if it changes where people spend time and money. We cover the whole chain: market understanding, customer understanding, offer and value proposition, and implementation, not just the analysis. Teams learn by building their real plan, with pre-work, coaching and an executive debrief at the end.
How an engagement usually runs
Typical phases. Every engagement is scoped with you, and many clients start with one phase.
| Phase | Typical timing | What happens |
|---|---|---|
| Pre-work | 2–4 weeks | Teams gather data and draft Market Maps for their target market, with check-ins along the way. |
| Workshop | 2–3 days | Concepts applied to each team's market in private breakouts with consultant coaching. |
| Plan | Following weeks | Coaching on segments, value propositions and the plan itself. |
| Executive debrief | Half a day | Teams present their plans to leadership for decisions and resources. |
| Refresh | Each planning cycle | Plans and Market Maps updated as markets change. |
Human in the loop
Where AI helps, and where people decide
AI can build a first market map in hours. Deciding which segment to bet the business on still needs people who know the customers and will own the result.
How we use AI responsibly →AIAssembles market sizing, application data and competitor information into a draft Market Map.
AITracks market drivers and leading indicators continuously.
PeoplePressure-tests the growth logic and facilitates the targeting decision with leadership.
PeopleWar-games competitor responses so the plan isn't surprised by predictable moves.
Client results
All case studies →Specialty Chemicals · 7B USD
[Result]
One strategic marketing process for seven divisions
A 7B USD specialty chemicals company with seven divisions, from automotive to personal care, wanted one common way to plan.
Read the case →Packaging · Electronics & Medical
[Result]
Choosing where to compete after products were copied
A producer of high-performance packaging for electronics and medical markets saw its products copied, and had to decide where it could still win.
Read the case →“The Market Edge program provides a methodology to truly develop solutions relevant to your customers' needs. Even better, it provides means to determine who the right customers are.”
Marketing Lead, MTF Biologics
Tools and training
Academy program
Strategic Marketing
Learn and apply the Market Edge Strategic Marketing Process to your business, and leave with a draft Strategic Marketing Plan for your target market.
$2,850 per person · Next: [Dates] Nov 2026
See dates →Academy program
Market Activation & Campaigns
Turn strategy into launches and campaigns using purchase-criteria analysis, influencer maps, touchpoint prioritization and launch plan templates.
$1,950 per person · Next: Oct 28–29, 2026
See dates →Tool
Market Map
Size applications and technologies, with growth and competitive share by cell.
Explore →Tool
Competitive Assessment Tool
Compare your offer with competitors on the purchase criteria customers weigh most.
Explore →Point of view
Our latest point of view
All points of view →Procurement and pricing · August 2026
What does AI-driven procurement mean for B2B differentiation and price premiums?
As buyers automate supplier comparison and technical evaluation, they remove many of the human touchpoints where B2B differentiation is created and explained.
Read →Agriculture · September 2026
What does record farm debt mean for agricultural input suppliers?
US net farm income is down about 16% from its 2022 peak while farm sector debt has reached a record, so growers are optimizing return per acre and cutting input costs.
Read →Market analysis · July 2026
Is a falling price a sign of efficiency or oversupply?
A price drop from genuine cost efficiency and a price drop from overcapacity look identical on a chart, but only one is structural.
Read →Volatile markets · April 2026
Why do purchase criteria shift in volatile markets?
In volatile, uncertain markets, supply assurance and lead time can quickly become the criteria that decide a purchase, and share and price move with them.
Read →Value and differentiation · April 2026
Which purchase criteria actually drive B2B buying decisions?
Most technical performance criteria in B2B applications are table stakes: every credible supplier meets them.
Read →Customer experience · July 2026
Can packaging and delivery be the differentiation?
Yes.
Read →Strategic Marketing & Growth insights
All Strategic Marketing & Growth insights →Supply Assurance as Competitive AdvantageStrategic Marketing & Growth · [Author] · Jun 2026Build the Strategic Marketing Logic for GrowthStrategic Marketing & Growth · [Author] · Jan 2026Value Chain: The Missing InsightStrategic Marketing & Growth · [Author] · Nov 2025Purchase Criteria Insights Lead to a New Go-to-Market ModelStrategic Marketing & Growth · [Author] · Aug 2025VUCA in B2B MarketsStrategic Marketing & Growth · [Author] · Feb 2025
[New] Segmentation in 2026: From Data Clusters to Needs-Based SegmentsTo write
Strategic Marketing & Growth FAQ
What is strategic marketing in B2B?
Deciding where a business will compete and grow (markets, applications and customer segments), what offer will win there, and how to capture the value it creates.
What is a Market Map?
A view of a market by application and technology or competitor, showing the size, growth and share of each cell, so you can see where growth will actually come from.
How do you choose which customer segments to target?
Segment by needs, not just size or industry, then compare segments on attractiveness and your ability to win. Focus scarce resources on the few where both are high.
What should a B2B strategic marketing plan include?
Market and customer analysis, target segments, a value proposition and offer for each, the competitive response you expect, a pricing approach and an implementation plan with metrics.
Can AI build our marketing strategy?
AI can draft market data and first analyses quickly. Choosing the segments to bet on and getting leadership to commit to them still needs people who know the customers.
Situations where clients call us about Strategic Marketing & Growth
"I've just taken over marketing, and we don't have standard tools."
Building or rebuilding a marketing function
A new marketing leader in a lean organization needs a team, a process and early results, fast.
How we help →"We're a new company with a parent company's marketing habits."
After a spin-off, carve-out or PE acquisition
A new owner or independent company means new growth targets with marketing infrastructure that was left behind.
How we help →"Our market development managers are all engineers."
Giving technical teams a commercial language
Brilliant technical people now own markets and customers, without a shared commercial toolkit.
How we help →"We don't have a structured way to evaluate ideas before R&D starts."
Deciding which innovation projects to fund
R&D is busy, but nobody can say which projects deserve funding or how they compare.
How we help →Planning next year’s growth?
Book a 20–30 minute sounding board conversation with a senior consultant who has sat in your seat. No cost, no commitment.