Robotics, artificial intelligence, cyber and physical are coming together to redefine work at an industrial scale. Kespry is shaping how aerial intelligence will augment field work, operations and analytics at all levels of an organization.

In September 2016 Kespry had just closed Series B funding. The brief was to build a marketing team that could deliver repeatable, scalable success while creating a purpose driven brand. The goal was to scale fast and lead the emerging category.

I left Kespry to take up an incredible opportunity at Looker Data Sciences just after the company had closed a Series D funding round for a total of $61.4M of venture backing. At that time I left Kespry, we were consistently hitting or beating ambitious MQL and pipe contribution goals, all audience volumes were up while CAC remained low.

 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

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

The product message for Kespry had been focused on the drone hardware. It was physical, it was still quite new, and it was the ‘fun’ thing to talk about. However, the business value is in highly accurate photogrammetry that allows for analysis, business insights and operational efficiency at a level never before imagined. We shifted from talking about the drones, to focusing on aerial intelligence, enterprise grade solutions and business performance outcomes. The team rebuilt all of the key product marketing materials across all channels, including revised battle cards and personas.

Competitive

Solutions

Case Studies

Partner

Rebuilt from the ground up for an enterprise solutions audience. SEO optimized, traffic increased. by 60% in the first nine months.

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.

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.

Industry trade events, executive thought leadership at conferences like The Economist Innovation Summit and Saphire Ventures, plus a global exclusive partnership with John Deere.

Kespry demand generation team and engine built from the ground up. Developed lead scoring, webinar and gated content calendar, nuture email tracks and content syndication deals. Established MarkOp systems and integration with Sales/SDR qualification.

The result was site traffic up 60% with organic traffic up 33%. We improved our SEO score from a C- to an A- and delivered well over 200% of our MQL goal that translated to 147% of pipe contribution and converted to 59% of closed won revenue.