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.
SCOPE
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Marcom Planning
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Messaging Architecture Creation
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Campaign Development
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Content Marketing
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Database Marketing
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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