by Laura Sutherly 2025 Supply Summit & Showcase Speaker

AI-powered tools like ChatGPT, Microsoft Copilot, and Google’s AI search features are changing how farmers and dealers research equipment. Buyers expect quick, clear answers—and these tools pull information directly from manufacturer websites. If your site isn’t easy to read and understand, your products may not show up at all.
For farm equipment manufacturers—both OEMs and shortline companies—this shift matters. Your website must serve dealers who need sales and support information and farmers who want to quickly determine whether a product fits their operation. That means your website needs to be clear, fast, and easy to navigate.

1. Make Your Website Fast and Easy to Use
   Speed matters. AI tools (and human visitors) favor websites that load quickly, especially on mobile devices. Focus on your most important pages first: your homepage, top product pages, dealer locator, and parts catalog. If these pages are slow or cluttered, both buyers and AI tools may move on.
2. Use a Clear, Consistent Page Structure
   AI tools read websites much like people do—by scanning headlines and sections. Every product page should follow the same format so information is easy to find. Start with a short overview explaining what the product is, who it’s for, and what it does best. Then clearly label sections for specifications, options, compatible implements, support, and where to buy.
   Use the same language your customers use. Straightforward titles like “Model X Planter: Specs, Options, and Compatibility” work better than clever or vague headlines.
3. Make Specifications Easy to Compare
   Buyers often compare equipment before making a decision, and AI tools do the same. If specifications are buried in PDFs or long paragraphs, they’re harder to use.
   Put specs directly on the page in simple tables with consistent categories across products—such as engine, size, capacity, hydraulics, and technology features. Add a short, plain-language summary above each table highlighting the most important benefits.
4. Support Dealers Through Your Website
   Your website should make it easier—not harder—for dealers to work with you. A clear dealer locator, accurate contact information, and consistent dealer pages reduce friction.
   Even if dealer tools are password-protected, include a public page explaining what resources are available and how dealers can access them. Providing basic marketing assets—photos, logos, and short product descriptions—also helps dealers promote your products.
5. Add Helpful Self-Service Tools
   Self-service tools save time for customers and dealers alike. Searchable parts catalogs, basic maintenance information, and simple build-and-price tools (for key products) help buyers understand options before contacting a dealer.
   Quick-Reference Checklist: AI-Ready Basics
   Speed & Usability
   • Key pages load quickly on mobile
   • Images are optimized
   • Navigation is simple (2–3 clicks to key pages)
   Clear Product Pages
   • Consistent layout across products
   • Short, plain-English overview at the top
   • Clear headings (Specs, Options, Support, Where to Buy)
   Specifications
   • Specs shown on-page, not only in PDFs
   • Tables with consistent categories
   • Short summary highlighting key differences

Dealer Support
• Accurate dealer locator / contact info
• Public dealer resources page
• Downloadable marketing assets
Self-Service Tools (as applicable)
• Searchable parts catalog
• Basic maintenance information
• Optional build-and-price tools

The Bottom Line
An AI-ready website isn’t about fancy technology—it’s about clarity. Fast load times, clear structure, easy-to-find specifications, and strong dealer support make your website more useful for people and more visible to AI-powered search tools.
Manufacturers that make it easy to research, compare, and buy their products will be the ones buyers—and AI—find first.

Laura Sutherly founded her digital agency in 1998. Since then, her agency has worked with 550+ clients and built over 380+ ag-focused websites. Contact Agtivation at 937-335-3286, Info@agtivation.com or .

by Laura Sutherly, 2025 Supply Summit & Showcase Breakout Session Presenter

At the recent FEMA Convention, AGTIVATION delivered a striking message: Ignoring AI is like ignoring the invention of the tractor. While others harness smart machines and systems, clinging to outdated methods could mean getting left behind—holding nothing but a hand plow.

The Urgency Is Real
From the Wright brothers’ first flight to the moon landing, transformative change has happened in mere decades. Laura Sutherly, owner of AGTIVATION, urged attendees to consider AI’s impact not over 66 years—but in just 66 months. This isn’t tech for tech’s sake. It’s about farming smarter, selling more efficiently, and engaging customers in ways that drive real results.

AI Is Revolutionizing Ag Marketing
AGTIVATION’s presentation outlined five key AI-driven strategies shaping the future of ag marketing:
• Predictive Analytics – Anticipate when customers are ready to buy or need parts.
• Audience Segmentation – Tailor messages to specific customer groups for maximum impact.
• Conversational AI – Use virtual assistants and chatbots to handle FAQs and generate leads 24/7.
• Visual Asset Generation – Create compelling product images and social media visuals instantly.
• Content Creation & Repurposing – Write email campaigns, plan social posts, and craft product launch materials—10 times faster than traditional methods.

The Right Way to Use AI
A critical takeaway: AI is a tool, not a replacement. Use AI for first drafts—start quickly, then refine with your expertise. Human insight remains essential. Sutherly shared a simple yet effective framework for prompting AI:
• Assign a Role – You’re a copywriter for a farm equipment manufacturer.
• Add Context – Write a product sheet for our new seed tender.
• Clarify the Goal – Tone: confident and clear. Audience: Midwest corn and soybean farmers, 35–65.
• Ask for Follow-Up – Let me know what else you need before writing.

Top AI Tools Worth Exploring
To get started, AGTIVATION recommends three standout tools:
• ChatGPT – For writing and idea generation.
• MidJourney – For visual content.
• STORM by Stanford – For credible research and insights.
Sutherly also introduced Grok, which pulls live insights from social trends—ideal for brands active on platforms like X (formerly Twitter).

Train AI to Speak Your Language
Sutherly emphasized that training AI in your voice isn’t just about branding—it’s the key to keeping communications human, relatable, and consistent. By uploading writing samples, defining your tone, and clearly stating your brand values, AI can reflect your personality instead of sounding generic or robotic. This approach helps maintain trust and connection with your audience.

Start Small: Simple AI Steps
You don’t need to overhaul your entire workflow overnight. Instead, ease in with small steps:
• Use AI to draft one email this week
• Generate one social media post
• Let AI interview you and draft a blog
Every small step with AI helps save time, clarify your message, and connect better with today’s digital-savvy ag customer.

Give It a Try!
From product promotions to marketing pushes, AI can help you work faster while maintaining authenticity.

Laura Sutherly founded her digital agency in 1998. Since then, her agency has worked with 550+ clients and built over 380+ ag-focused websites. Contact Agtivation at 937-335-3286, info@agtivation.com or agtivation.com.

| Member since 2023

Michael Bird: Farmers Buying Journey: How Farmers Research and Buy Online
Michael Bird is the CEO and Co-Founder of Spindustry, a technology/marketing agency. Spindustry recently conducted an attitudinal study of over 750 farmers citing their attitudes and preferences as they work towards making informed purchases. This session is designed to empower dealers, distributors, and manufacturers with key insights and real-world data that drive effective digital and marketing strategies. Discover how to make informed decisions—or validate your current approach—with actionable evidence tailored to your business needs.

Laura Sutherly: Innovate and Elevate: AI Tools for Agricultural Marketing Success
As the founder of Agtivation, Laura has worked with 550+ clients and developed 380+ websites, focusing on practical, ROI-driven strategies that make a real difference for ag dealerships. This session will provide an accessible introduction to how farm equipment manufacturers can leverage AI in their marketing efforts. Attendees will leave with practical steps on how to integrate AI into their marketing workflows, even if they’re new to the technology.

by Laura Sutherly

Did you know that in 2024, 70% of companies planned to increase their marketing budgets and 14% of a marketing budget tends to go toward events?

Agricultural events like shows and seminars are a great chance to promote awareness for your business, attract new clients, drive business growth and talk to industry leaders. That’s 83% of marketers who believe attending live events are critical for their business growth, and 77% of marketers say live events are the most effective marketing channel for their company.

At the same time, events often require a lot of commitment and planning if you want to make the most of them. Learn about five tips that will help you maximize your investment at the upcoming Marketing & Distribution Convention or your next big industry event.

1. Always plan a schedule: Whether you’re just attending as a regular attendee, speaking at a panel, or sponsoring the event, you should always plan your day to make the most out of it. When you have a good idea of what your schedule will look like before the event, you’ll be able to fit in everything you want to do, and you’ll be able to meet up with who you need to.

When planning your schedule, put everything in your calendar so you’ll have easy access to your agenda when you need it. If you’re running a panel, doing a talk, or setting up a booth, be sure to organize these into your schedule too. Big industry events are busy and can often become hectic and pull you in various directions. Give yourself time to adapt when meetings are rescheduled, or talks are pushed back. The better prepared you are for the event, the more comfortable you’ll be on the day.

2. Pick one place to meet with clients: Navigating meeting locations in advance can be tricky, often turning into a scramble for the best spots once everyone arrives. To get ahead, arrive early on the day of your meetings. Consider connecting with potential customers offsite at coffee shops, bars, or open areas around the conference.

For more formal settings, meeting rooms are available to rent at the Marketing & Distribution Convention. For details on availability and pricing, contact Tricia at (314) 878-2304 or TKidd@FarmEquip.org.

Choose one place and let your clients know in the morning where you’ll meet. This way, you’re not rushing from place to place, trying to meet everyone on time.

If you’re attending with a team, consider tag-teaming to hold your prime meeting spot throughout the day. This gives you and your teammates time to explore the exhibit hall.

Tip: If you have a booth or stall at the event, consider meeting clients in your space.

3. Look for speaking opportunities: Public speaking is often on the list of things people hate the most, but speaking at an event is a great way to show your brand’s uniqueness and expertise.

By organizing a presentation on your agricultural products or agricultural services, you’ll have a prime opportunity to demonstrate how your brand an solve your potential clients’ challenges. Although you may feel nervous about speaking in front of a large group, embracing this discomfort can significantly benefit your business and personal growth.

Presenting at an industry event allows you to introduce yourself and your organization to a broader audience, positioning you as an expert in your niche.

This not only helps reinforce your position as a trusted leader in your industry, but it also ensures that you remain top-of-mind for your audience when they find themselves in need of the specific products or services you offer. By establishing this strong presence, you increase the likelihood of being the preferred choice over your competitors when the time comes for them to make purchasing decisions.

Tip: If you get one of your team members to record your presentation, you can post it on your website or social media or use it as a lead magnet for your brand!

4. Update your social media before, during, and after the event: People in your niche will be checking social media frequently coming up to the event to see who’s attending and what’s on. You’ll appear in their searches by posting on your social media, tagging the event, and using relevant hashtags.

Here are a few things to post before the event: general posts about attending, things you’re going to, openings for meetings, talks or demos you’re giving at the event and where people can meet you – if you have a booth.

If you did a talk and recorded it, tell your audience that you’ll be uploading your talk soon for them to watch.

5. Follow up with everybody you meet: You meet a lot of people at agricultural events. Too many to remember off-hand. So if you’ve been given emails and contact information, follow up with everybody in the following weeks.

Send them a quick email and ask them how they are, if they enjoyed the event, and if they’re interested in scheduling a meeting to work with you.

Tip: If you’ve got a booth at an event, get people to sign up for your email campaign by offering them a special discount on their first order. This will help you get more emails and more sales post-event. You can also provide discounts for on-the-day purchases!

Source: | Member since 2023

This article was written by Association member, Laura Sutherly, founder of Agtivation.

Did you know that in 2022, 63% of people had planned to spend more on live events because of the benefits the events have to their business?

In person seminars and conventions are a great chance to promote awareness for your business, attract new customers, drive business growth and talk to industry leaders. That’s why 95% of marketers believe attending live events will help you achieve business goals.

At the same time, events often require a lot of commitment and planning if you want to make the most of them. Learn about five tips that will help you maximize your investment at the upcoming Marketing & Distribution Convention or your next big industry event.

Fall Convention Tip: Convention schedules are tight, so we’d add one more: If you have a list of “must meet” attendees, make an appointment now to meet Laura Sutherly at Agtivation at the upcoming 2023 Marketing & Distribution Convention Oct. 31 – Nov. 1 in Kansas City. To see a complete list of attendees and guests, go to .

Laura Sutherly founded her digital agency in 1998. Since then, her agency has worked with 550+ clients and built over 380+ ag-focused websites. Contact Agtivation at 937-335-3286, info@agtivation.com or .