How to Define Success Metrics for Your Ag Equipment GTM Campaign
Marketing campaigns rarely fail because of the creative missing the mark. They fail because they are measured against the wrong objective. Too often, performance is summarized in a single number: click-through rate. CTR is easy to report, easy to benchmark and easy to optimize toward. But easy does not mean effective. Clicks do not sell […]
How Dealers Should Answer the “Most Reliable Tractor” Question
Every dealer hears it:“What’s the most reliable tractor you sell?” It sounds like a product question. It’s actually a trust question. Farmers aren’t asking you to crown a winner. They’re asking whether this decision will cost them time, money, or sleep when it matters most. Dealers who lead with a brand name risk missing the […]
Why Attention Matters More Than Response for Advertisers
For many years, click-through rate was the primary metric used to judge digital performance in agriculture. Today, it no longer tells the full story. Farmers are searching differently, using AI-assisted tools, voice search and quick-scan platforms that often answer their questions without the need to click at all. With this shift, the true indicator of […]
Digital Media Summit 2025: Shifting Strategies in a Changing Digital Landscape
Marketers, publishers, creators and digital strategists from across the country met in Raleigh, North Carolina, for the 2025 Digital Media Summit on November 12 and 13. The event brought together teams facing the same pressures. Audiences are shifting, behaviors are changing and the playbook for digital performance looks different than what it did even a […]
Your Next Big Customer Isn’t Guesswork. Clues Are in the Data
Most machinery dealers are sitting on a mountain of customer data, but still can’t answer the questions that actually move iron: Who’s growing, who’s slowing, and what are they shopping for right now? In a recent Farm Country Update session, Candace Bergesch (Director of Data Insights) and Casey Seymour (VP of Machinery) broke down thousands […]
The Three Market Forces Reshaping Agriculture Sales and Marketing
What Ag Suppliers Must Know to Stay Ahead in a Rapidly Changing Industry Agriculture is in one of its most consequential periods in decades. Today’s farm economy is under prolonged financial strain that is reshaping how growers make decisions, a moment economists describe as “not a collapse, but a grind.” (AgWeb) In this environment, the […]
Brand and Content Discoverability Is the New Battleground in Ag Marketing
The world is searching for information a bit differently these days. Gone are the days of winning the click (traditional SEO). The game now is centered on winning brand authority and trust (modern AEO, answer engine optimization). In a world now crowded with “AI slop,” brands will only cut through by growing brand authority and […]
6 Tips for Engaging Ag Producers with Web Content
Reaching ag producers with your online content can be a challenge. They’re busy, practical people, often working long hours in the field and managing a variety of operational tasks. With limited time to spare, they need content that is clear, useful and actionable. If you want your web content to resonate with this audience, here […]
Google Launches AI Mode: The Sales and Marketing Implications for Agriculture
We’ve seen early signs of what’s to come. In Q1 2025, searches that included AI overviews led to fewer clicks, suggesting users are getting their answers directly from Google and not clicking through to websites. AI overviews grew quickly, from just 6% of searches in January 2025 to 13% in March. At Farm Journal’s 2025 […]
Resilient Agriculture: Farmers Press On Despite Trade and Cost Constraints
From Lifestyle to Business Farmers are no strangers to navigating economic challenges. As one producer put it, “This isn’t the first time we’ve faced a rough patch.” Today’s producers recognize the importance of diversification, moving beyond the traditional farm lifestyle to operate as resilient, forward-thinking businesses. Agriculture is no longer just a way of life, […]