Turning an Industry Event into a Strategic Growth Initiative for Milliken

CLIENT

Milliken & Company

OUR EXPERTISE

Experiential Marketing Strategy

Lead Generation

Content Marketing

GOAL/OBJECTIVES

Build an integrated event strategy for ABIM Basel that aligned executive messaging, meeting preparation, and follow-up planning, turning conference attendance into a coordinated business development initiative.

2,000+

Delegates from 65 countries attenders

RESULTS

One Event, One Coordinated Strategy

Stratagon replaced a fragmented approach to conference attendance with a single integrated plan, aligning every executive meeting, message, and follow-up action to Milliken's commercial priorities.

2,000+

Delegates

from 65 countries attenders

25-MLK-24678191-ABIM-Booth-mockup

Milliken partnered with Stratagon to maximize its participation at ABIM (Annual Biocontrol Industry Meeting) in Basel, Switzerland, the premier global gathering for the biocontrol industry, drawing more than 2,000 delegates from 65 countries and 800+ companies each year.

THE CHALLENGE

Conference attendance risked becoming a collection of disconnected meetings instead of a strategic business accelerator.

Milliken needed to increase its visibility in the global biologicals market, strengthen relationships with strategic partners, and build momentum around its agricultural technologies. But without a coordinated approach, a high-value event like ABIM could easily default to a checklist of individual executive meetings, each valuable on its own, but disconnected from a broader commercial strategy and difficult to act on afterward.

The challenge wasn't getting Milliken's team to the table. It was making sure every conversation at that table moved the business forward, and that momentum didn't evaporate the week after the show floor closed.

Milliken-posters
STRATEGIC ACTIONS

Integrated Planning Turns Attendance into Advantage

Stratagon built a single event program spanning strategy, messaging, meeting preparation, and post-event follow-through, so every part of Milliken's ABIM presence reinforced the same commercial goals.

01

Strategize

Align event participation to Milliken's broader growth objectives in the biologicals market

02

Message

Develop consistent executive talking points and thought leadership positioning for every meeting and touchpoint

03

Prepare

Coordinate meeting objectives, booth presence, and sales enablement materials across internal stakeholders

04

Activate

Build a post-event commercialization plan to convert conversations into pipeline

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