Where most people think of a green pond when they hear the word algae, Lgem sees a greener future. Their photobioreactor systems enable the production of algae at industrial scale. A promising sustainable resource, the strains produced by Lgem’s systems are making an impact as a green alternative in industries like health, food and cosmetics. And Lgem’s worldwide solutions are designed to make algae ever more accessible, affordable and beneficial for the environment.
The algae industry is relatively young, but growing fast as it joins other biotech-boosted commodities reshaping global food production. Early adopters are investing in systems that can help them produce different strains of algae for various uses. From cattle feed to wellness smoothies and even carbon capture, the value chain and application of algae is becoming broader every day.
As the industry is set for exponential growth, Lgem knew this was the time to update their commercial operation and find their fit to market with a strengthened unique value proposition. And here’s how Nymark helps them get there.
In Nymark’s 5 stage approach, we start with a deep dive into understanding the business, brand and positioning. Then we can kick off with a strategic, long term vision for digital transformation and execution. Starting with a commercial strategy, the focus then was on Lgem’s customers.
Creating buyer personas by interviewing customers and doing in-depth market research, we can then integrate this into a customer journey. Together with stakeholders such as Lgem’s chain partners, a solid foundation was built: a strategy that helps Lgem achieve their goals.
In the world of algae production, there are companies who offer a similar product. Lgem has a unique proposition in the market with patented technologies like WavyWind and BubbleBrush, and their AlgaeHUB research facility. It was time for their potential customers to see this shine through.
Using the foundational work done for the long term strategy, the key attributes of the value proposition were extracted from the research. Such as Lgem’s industry-leading research, ways to help customers derisk their investments, and new tech making waves in the industry. Then, these attributes were translated into actionable content pieces for different platforms.
Using the strategic approach from Stage 1 and 2, we bring this unique value proposition to the web build. It’s reflected in a clean and comprehensive design, bolstered by our developers’ technical framework for this design to shine on. Sharp copywriting immediately speaks to Lgem’s enhanced brand and positioning, while content marketing is lined up to build on and solidify the long term vision.
With each step bringing the strategy to life, lgem.com becomes the resource for any potential Lgem customer to get all the information they need – and see how Lgem stands out from the crowd.
Lgem then laid out the challenge of centralising and optimising the sales process: from the first interaction to the closing of the deal. Using the customer journey as our starting point, we looked at the process together with the main stakeholders. We explored what matters most in each stage of the process for each type of customer, and how Lgem can support them in their decision-making.
By mapping out these steps, it became clear what tooling was necessary in service op optimising the process for Lgem. Using HubSpot, Lgem is now able to capture lead information for any variety of their buyer persona, at any point in their customer journey. With this as their starting point, Lgem streamline their sales. A clearer process, a tool that supports the team and potential clients served swiftly through a central system.
Turning digital transformation into digital execution. While the previous challenges reflected practical examples, Nymark understands that an integrated approach matters more than anything else. A good strategy does not succeed without excellence in execution. With this approach, Lgem benefits not only from ongoing development of the commercial process, but also practical implementation of tooling and strategies.
Setting up and streamlining a tool like HubSpot, implementing the SEO strategy, and creating powerful content to achieve Lgem’s big goals. From blogs to whitepapers, Lgem’s story is being told through a variety of channels. Just as Lgem’s solutions ensure adaptability at various scales, their new digital infrastructure offers the same flexibility when it comes to meeting changing market conditions. As the promise and production of algae continues to grow, Lgem is ready to rise with it.
