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WAYGATE RAAS

Rolling out a novel commercial offering

CHALLENGE

Launch Waygate Technologies’ Robotics-as-a-Service (RaaS) offering, a groundbreaking business model for the robotic inspection industry, to a target audience resistant to change.

OPPORTUNITY

Get to market quickly and create awareness and engagement among key decision-makers within target global asset-owning customer organizations, as well as multinational industrial inspection service firms in order to generate leads and a sales pipeline.

SOLUTION

Position RaaS as the easiest path to robotic inspection — one that eliminates obstacles while delivering all the benefits of the technology. Deploy a multimedia campaign in two flights to drive both frequency and awareness of Waygate Technologies’ new RaaS offering. Create high-value gated content to promote lead conversion and generate qualified leads. Develop sales-enablement tools to help communicate the new RaaS service. Launch the service with a creative campaign that addresses barriers right out of the gate.

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SCOPE

  • Marcom Planning

  • Messaging Architecture Creation

  • Campaign Development

  • Content Marketing

  • Database Marketing

  • Sales Enablement

RESULTS

This campaign drove significant efficiency, driving CPMs 27% below Waygate’s CPM same-year performance benchmarks, and CPCs 50% below Waygate’s same-year CPC performance benchmarks. In addition, this campaign moved 714,825 users (13.2%) from awareness to engagement and transitioned 1,503 users from engagement to conversion.

The RaaS campaign has been a tremendous success from a metrics perspective. The strategy, creative, and gated content offers were on the money.

-Julia Wilson

Senior Marketing Manager

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