Our Value

Experience-sharing strategies deliver measurable results

Your marketing and sales efforts need to be more effective and more efficient with the dollars you spend and the time you invest. You have to be able to show a good return on investment. All of this needs to be accomplished in today’s fast-paced, instant information, and highly competitive environment. Your customers face critical business decisions. They expect more from you than ever before. How can you reach the decision-makers to accelerate their buying process? The answer is through Experience-Sharing Marketing (ESM) strategies that effectively and efficiently bring solutions to your prospects through the experiences of your customers, influencing behavior change and delivering measurable results.

Beck Ag creates unique strategies that allow your prospects to learn from your best customers and leading industry experts. We help you build relationships and drive behavior change. In the end you get hot leads, stronger brand advocates and deeper penetration of your marketing messages. You’ll also hear first-hand customer insights and see measurable results.

What is experience sharing marketing?

Beck Ag has enhanced the process of experience sharing with versatile, sophisticated, measurable programs you can use to go beyond traditional sales and marketing tactics and truly engage with your customers.

Engage advocates
Provide Forums
Identify Advocates

Accelerate Behavior
Listen and Respond

Solutions Designed for Your Company

Since 1997, Beck Ag has developed and implemented Experience-Sharing Marketing (ESM) strategies and facilitated more than a million conversations with ag professionals to help improve business results.
While acting as an extension of your team, we carefully execute strategies that hinge on authentic conversations and intentional connections between satisfied customers and your targeted prospects. After all, a happy customer is your best salesperson.

Three ways to make a difference

Beck Ag solutions fall into three dialogue-driven service areas. We work closely with you to determine which type of strategy best solves the challenges you face. In every case, the ultimate goal is to help you tell the right people the right message at the right time in order to provide them information they can use and accelerate the adoption of your product or service.

How it works: Case Studies

To better understand the profound competitive advantage and value of Beck Ag Experience-Sharing Marketing strategies, examine these stories of past clients and their customers. It’s a great way to see the power of conversations in action.

Beck Ag: An extension of your team

Experienced. Passionate. Responsive. Beck Ag team members have these traits and more and use them to create world-class Experience-Sharing Marketing solutions for our customers. When you make the decision to engage in a Beck Ag experience, our qualified agricultural professionals become a powerful extension of your own team.

John Finegan

Founder and Chairman of the Board

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Stephanie Liska


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Vernon Benes

Vice President
Go-To-Market Solutions

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John has more than 30 years of Ag-related sales, marketing, technical and management experience cultivated at Chevron Chemical Company, Valent U.S.A. and for over 20 years now, Beck Ag. John partnered with Charlie Beck in 1996 to form Beck Ag and provide agriculture professionals the opportunity to share experiences, learn from each other and gain access to industry and subject matter experts.

John graduated from Penn State University with a bachelor’s degree in Horticulture. He has also completed the University of Chicago’s Marketing Management Curriculum and Northwestern University’s Kellogg Management Institute. His trade association involvement includes a term as President of the Delaware No-Till Council, Vice President Delmarva Ag Chem Association, as well as memberships in the National AgriMarketing Assoc., The Word of Mouth Marketing Association, the American Seed Trade Association, the American Marketing Association and various commodity trade associations.

John has served on the National Agri-Marketing Association (NAMA) Board and was the recipient of the NAMA’s “Ag Communicator of the Year” award for the year 2000 and “Dilworth Award for Innovation” in 2002.

He is past President of the Sacramento Chapter of EO (Entrepreneurs Organization) and remains an active member in this global organization of entrepreneurial business owners.

John serves on the Board of Directors of Capital Public Radio, the YMCA of Superior California and is a Founding Partner of Social Venture Partners of Sacramento.  He sits on the Board of STAND UP and is an Advisory Board member of Sustainable Conservation.  John also was a founder of the San Juan Education Foundation and remains on the organization’s board.

He also serves on the Board of Directors of The Positive Coaching Alliance which is dedicated to “transforming youth sports so sports can transform youth” and has coached youth baseball and soccer for over 15 years.

Stephanie graduated from Iowa State University with a Degree in Public Service and Administration in Agriculture. She came to Beck Ag with a family farm background and more than 20 years of successful experience in sales and sales management experience with American Cyanamid. Just prior to joining Beck Ag, she worked with Agri Business Group consulting with various organizations improving their organizational learning strategies.

Stephanie is instrumental in providing the actions required to support Beck Ag’s long-term vision while at the same time keeping the organization’s short-term focus on delivering the best value for Beck Ag’s clients and their customers. To achieve the delivery of this exceptional value, she also focuses on the selection and development of Beck Ag’s highly motivated team of professionals. Stephanie describes her passion and her mission in this area as developing people towards exceptional performance.

Stephanie is proud of the Beck Ag team which is a culmination of talent, passion and diversity. She says, “This synergy of talents combined with the unique Beck Ag services, enables us to approach each customer’s requirements from a unique perspective and deliver a customized solution that will impact business results.”

Vernon has been with Beck Ag for more than 12 years and involved in the industry for more than 30. He has been successful in sales and marketing management positions for Northrup King Co., Sandoz Crop Protection, BASF, DEKALB and Monsanto before joining Beck Ag. During the time he was with DEKALB Genetics Corp., he was responsible for the launch of Roundup Ready® Corn for the U.S.

Vernon’s family farm background and deep understanding of the seed, row crop and chemical industry are valuable assets to Beck Ag and our clients. Vernon is responsible for developing effective Peer Experience word-of-mouth marketing strategies that meet our sponsoring clients objectives and provide value for those who participate in Beck Ag programs.

“Whether apple growers, soybean farmers, golf course superintendents or veterinarians, participants in Beck Ag’s educational programs learn through sharing experiences with their peers,” says Vernon. “This experience enables them to move from awareness of a product or technology to adoption and increased usage.”

Vernon graduated from University of Nebraska with a bachelor’s degree in Agriculture Education. He is an active member of NAMA, ASTA, Knights of Columbus, TeamMates and Youth Sports Leader.

Keith Nicholson


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Jay Kelley


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Hugh Whaley

Board of Directors

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Keith brings to Beck Ag experience from the ag retail sector and has a broad background in production agriculture from the South and the Midwest. His positions have included responsibilities for sales and marketing of crop protection products, seed and various services. His educational background includes a degree in Agronomy from Purdue University.

Keith’s primary role is identifying opportunities for Beck Ag clients to realize the full value and benefit from word-of-mouth marketing. He also leads the Beck Ag team with a strong market research background. Over the years, Keith has consulted with hundreds of growers, dealers, and other ag professionals. His experience ranges from ag suppliers in New York to apple growers in Washington (and most places in between).

Regarding his career with Beck Ag, Keith says, “I enjoy working with an organization like Beck Ag, who is bringing new life and value to the marketing concept. When clients and prospects started calling me asking how they could use a Beck Ag program, I know we were adding value to their business.”

Jay Kelley’s entire career to date has been in the agriculture industry, helping organizations identify and pursue opportunities that drive internal and external growth.

Before joining Beck Ag, Jay was with Agri Business Group (ABG) / Adayana Agribusiness Group. In his more than 7 years with the organization, Jay lead business development activities with clients to develop strategies and tactics that enabled their organizations to learn, grow and make decisions, and also facilitated a variety of discussions for clients, including strategy development, marketing planning, sales training and account management.

Since joining Beck Ag, Jay’s main focus is helping clients solve problems. “I enjoy helping clients design a strategy for how to overcome a challenge or solve a problem, but I love the fact that our team can then implement that strategy for the client and measure the positive impact of putting the plan in action.” Jay graduated from the University of Illinois, majoring in Agribusiness Markets and Management with an International Marketing minor.

He and his wife reside in Iowa with their two girls, and enjoy their opportunities to be part of their family farming operations in Illinois and Nebraska.

Hugh is a member of Beck Ag’s Board of Directors. Hugh’s vast experience and expertise make him an integral advisor in helping us achieve our company’s mission.  Hugh has spent the vast majority of his nearly 45-year professional career working for and with U.S. farmer-led and governmental organizations including overseeing producer communications programs for the American Soybean Association, the United Soybean Board, the Cattlemen’s Beef Board, the National Pork Board, the American Lamb Board, and the USDA Rural Development mission area.  He served as the inaugural general manager for the U.S. Farmers & Ranchers Alliance, and was most recently the director of industry relations and communications for the National Association of Wheat Growers.

Vince Richmond

Vice President
Go-To-Market Solutions

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Vince Richmond has 20 years of diverse agricultural marketplace experience. Before joining Beck Ag, he was the North American Marketing Manager for FMC Corporation. Prior to that he held management positions in sales, marketing, account management and business development with American Cyanamid, United Agri Products (UAP) and Micro Flo Company. His educational background includes a bachelor’s degree from Arkansas State University and executive coursework at the Wharton School of Business and Purdue University.

Vince’s focus is on building relationships with agricultural industry clients and integrating word-of-mouth marketing as a fundamental ingredient in their overall marketing mix. He assists clients in their efforts to harness the power of word-of-mouth by designing and implementing effective word-of-mouth marketing and sales strategies.

Vince derives significant pleasure and satisfaction from consistently delivering high-value to Beck Ag clients. “Word-of-mouth marketing is a powerful, targeted and measurable approach that progressive companies can utilize to accelerate product adoption, improve retention and strengthen relationships with their customers and channel partners,” says Vince. “Beck Ag is an exciting and innovative company that is focused on using the voice of customers and engaging the community in unique ways to advance agriculture.”

Contact us

Ready to work together, participate in our programs or get more info? Let’s talk and we’ll show you how being a part of Beck Ag’s Experience-Sharing Marketing strategies can make a difference in your business.

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