The complete aerial intelligence platform for industry.
The Big Picture: Robotics, AI, cyber, and physical technologies are redefining industrial work. Kespry was at the forefront, shaping how aerial intelligence augments field work, operations, and analytics.
My Role: In September 2016, post-Series B funding, I built Kespry's marketing team to scale fast and lead this emerging category. We created a purpose-driven brand that helped accelerate growth, consistently exceeding MQL and pipeline goals while maintaining low CAC.
Next Chapter: Although the Kespry marketing team was finding its stride and we were doing well, I was tempted away for an opportunity at Looker Data Sciences, which had just secured $61.4M in Series D funding.
By the numbers
300% YoY growth
264% of MQL goal in FY18 H1
147% of pipe contribution goal in FY18 H1
Traffic volume up 60%
Organic traffic up 33%
Share of voice up from 13% to 50% in FY18 H1
59% of closed won revenue marketing sourced
Over 1,300 articles and exec interviews in first 9 months of FY18
1st ever drone inside The White House
5-7 pieces of vertically focused content every week
Press & Broadcast Coverage
In a little over nine months, 1,300 articles, features and stories about the company, product value and vision in print, prime time TV, and online.
Titles included: The Economist, NYT, WSJ, Financial Times, CNBC, Cheddar TV (NYSE), Fortune, Forbes, TechCrunch, SF Chronicle, Silicon Valley Business Journal, Silicon Angle, Quartz, Venture Beat, ReCode, MarketWatch, Bloomberg ‘Market Minute’, Bloomberg TV, Fox News, Divcom, Construction Digest, Construction Pros, Heavy Equipment Guide, Rock To Road, DroneLive, and Drone Alliance, to name just a few.
Kespry was invited to The White House to advise The President on Emerging U.S. technologies and American Innovation. This was the first time a drone has ever been inside the building.
Product message & positioning
Shifting the narrative: Kespry's initial product messaging fixated on drone hardware—engaging, but misaligned with true business value.
Our strategic pivot spotlighted the transformative power of highly accurate photogrammetry, enabling unprecedented analysis, actionable insights, and operational efficiency.
This led to a comprehensive product marketing overhaul. We transitioned messaging to emphasize aerial intelligence, enterprise-grade solutions, and quantifiable business performance outcomes. All key materials, from battle cards to personas, were rebuilt to align with this core value proposition.
Competitive
Solutions
Case Studies
Partner
Website
Rebuilt from the ground up for an enterprise solutions audience. SEO optimized, traffic increased by 60% in the first nine months.
Content Marketing
Construction, aggregates and insurance are conservative, traditional industries. Such a new, ‘Silicon Valley’ technology needed an overview explanation.
Product launch for the next generation of Kespry Drone with both hardware and software upgrades.
Long form customer case study with Eucon Corp (aggregates industry). Film was cut in multiple lengths for Operator, Manager and Executive narratives, plus social ‘soundbites’. One film, approx 15 assets.
Use case application for aggregates and construction are different, so need different customer testimonial stories.
Blog & Social Community
SEO indexed and optimized blog, integrated with the Medium platform to increase reach and results.
Consistently hit a regular cadence of five social posts a week across subjects, audiences, content types to sustain and grow community conversation.
Events & Trade Shows
Industry trade events, executive thought leadership at conferences like The Economist Innovation Summit and Saphire Ventures, plus a global exclusive partnership with John Deere.
Demand Generation
We rebuilt Kespry's demand generation engine from the ground up. This involved engineering core components: lead scoring, a comprehensive content program (webinars, gated assets, syndication), and nurture automation. We established scalable MarkOps, integrating with Sales/SDR for efficient qualification.
Our impact delivered clear results: We exceeded MQL goals by over 200%, contributing to 147% of pipeline, and converting into 59% of closed-won revenue. We also boosted site traffic 60% (33% organic) and improved SEO from C- to A-.
