Aerobotics operates with a known, finite number of potential customers worldwide. Rather than seeing this as limiting, Jessica leverages this constraint by focusing entirely on identification, outreach, and value demonstration to specific target accounts. This approach eliminates wasted effort on broad-funnel tactics and allows for highly personalized marketing strategies.

Despite being a SaaS company, Aerobotics invests heavily in events because agriculture operates on personal relationships. Jessica's team aligns their calendar around regional fruit events and global trade fairs where their customers congregate. This shows how successful B2B marketers adapt their channel mix to match industry buying behaviors rather than forcing generic SaaS playbooks.

At events, Aerobotics deliberately scales back information density and instead relies on high-quality visuals of the fruit their customers produce. Jessica's approach of "letting the imagery sell itself" with real fruit and trees at trade show stands creates authentic differentiation in an information-heavy industry environment.

With a distributed sales team serving customers across multiple continents, Jessica's marketing team includes dedicated sales enablement focused on creating region-specific and crop-specific materials. This recognizes that even within the fruit industry, citrus growers have different needs than apple growers, requiring tailored marketing support.

Jessica identifies farmers on LinkedIn where they're actively promoting their businesses, and uses Facebook and Instagram with region-specific targeting since growing areas have distinct crop profiles. This demonstrates how sophisticated digital targeting can work even in traditional industries when you understand where your audience shows up online.

For 2025, Aerobotics is shifting focus from pipeline generation to pipeline conversion, recognizing they've already identified and reached most of their addressable market. This strategic evolution from awareness to conversion optimization is crucial for B2B companies operating in defined markets.

Jessica's actuarial science and banking strategy background brings analytical rigor to marketing measurement and business alignment. Her advice to align marketing objectives with CEO and sales goals reflects how non-traditional marketing backgrounds can strengthen strategic thinking and cross-functional collaboration.