Generating High-Quality Leads for Nutrien’s NPay Product

Supporting Farmers with More Flexible Payment Options

Nutrien Ag Solutions plays a critical role in supporting Australian farmers and agricultural businesses. Through NPay, Nutrien gives eligible customers greater flexibility in how they manage payment terms across qualifying invoices, helping farmers plan around cashflow, seasonal pressures and business needs.

With a strong product offering in market, Nutrien needed a campaign that could clearly communicate the value of NPay and drive action from relevant customers.

The Challenge: Turning Product Education into Quality Lead Growth

NPay’s value proposition was highly relevant to Nutrien’s customer base, but the campaign needed to simplify the message and reach the right audience at the right time.

The key challenges included:

• Lead Growth: Increasing the volume of customers enquiring about NPay.
• Lead Quality: Improving the number of sales-qualified leads generated through the campaign.
• Media Efficiency: Reducing the cost per lead while scaling activity.
• Customer Journey Optimisation: Ensuring CRM activity supported better lead capture, nurture and qualification.

Next&Co’s task was to connect creative, media and CRM into one integrated performance framework.

The Solution: Creative, Media and CRM Working Together

Next&Co developed an integrated campaign across creative, media planning and buying, and CRM optimisation.

• Creative: We developed campaign messaging that made the product benefit clear, practical and easy to understand for Nutrien’s audience.
• Media Planning & Buying: We built a targeted media approach designed to reach relevant customers efficiently and drive qualified traffic into the funnel.
• CRM Optimisation: We refined the customer journey to improve lead handling, nurture prospects more effectively and support stronger SQL outcomes.

By aligning the front-end campaign with the back-end CRM journey, Next&Co helped Nutrien improve both the quantity and quality of leads generated.

The Numbers: Improving Lead Volume, Quality and Efficiency

The campaign delivered strong performance across every key metric, proving the impact of an integrated creative, media and CRM approach.

• 64% Increase in Leads: The campaign drove a significant uplift in lead volume for NPay.
• 86% Improvement in SQL qualififaction rate: Stronger CRM optimisation and targeting improved sales-qualified lead performance.
• 94% Increase in Traffic: The campaign drove a major increase in relevant traffic, creating more opportunities for customer engagement and conversion.