“A lot of [ingredient and food formulation] companies hold things very, very close the vest,” and are unwilling to share information about the solutions and tools they offer for fear that a competitor will use the data to their advantage, Collette Kakuk, VP global marketing an Layn Natural Ingredients, told FoodNavigator-USA at the IFT FIRST conference in Chicago this month.
But, she said, this is an outdated way of thinking and that does more harm than good.
“I think this is more of an opportunity than a threat, because there are easy ways to get competitive information. You have a friend do it, or another company do it, and so what we are really avoiding is the opportunity to lead with value, to share what we have to offer and to make it easily accessible” for potential customers to “synergistically explore,” she said.
She explained that by publishing detailed, easy to search – and ungated – information about everything Layn has to offer, the sales team has cultivated more and higher quality leads among both returning consumers and new companies, including start-ups that may be small now, but are growing fast.
“Leading with value, and making this information available in the library removes pain points that can slow or block sales. For example, there is no longer a lot of back and forth with a sales rep, which takes time and can cause a lag” that could potentially compromise a consumers’ competitive edge or hinder their first-mover advantage, Kakuk said.
“It also quickly allows somebody, especially a product developer, who is thinking about complementary ingredients and different versions of a product to synergistically explore” without delay, potentially resulting in a more robust partnership, she said.
Layn blazes digital trail with easily searchable online ingredient library for 'synergistic' exploration, product development - FoodNavigator-USA.com
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