Go-To-Market Strategies

Competitive Takeout Campaign | DroneDeploy

Overview:
Executed a strategic campaign to win customers from a top competitor’s product to DroneDeploy’s unified Air-to-Ground reality capture platform, highlighting superior value and functionality.

Impact:

  • Secured $1M in displaced revenue by converting competitor customers to DroneDeploy’s platform.

  • Reinforced DroneDeploy’s position as a market leader in Air-to-Ground reality capture by providing clear value and compelling customer success narratives.

Challenge:
DroneDeploy sought to expand its footprint in the construction market by displacing a leading competitor. The goal was to persuade customers already using DroneDeploy’s Aerial capture solution to adopt the Ground reality capture product (which was greatly improved after the StructionSite acquisition), creating a comprehensive end-to-end workflow while securing $1M in displaced revenue.

 

Solution:
In partnership with Demand Generation, designed and implemented a data-driven, customer-focused campaign leveraging competitive intelligence and success stories to showcase DroneDeploy’s value proposition.

  1. Built credibility by amplifying real-world customer success stories.

  2. Targeted strategically with account-based marketing (ABM) and region-specific campaigns.

  3. Enabled sales teams with tailored materials to drive impactful customer conversations.

Actions Taken:

1. Competitive Intelligence Gathering:

  • Conducted research on competitor features, pricing, and performance.

  • Analyzed customer feedback to identify pain points and gaps with the competitor’s product and opportunities to position DroneDeploy as the superior alternative by leveraging DroneDeploy’s positioning and success stories.

2. Success Story Amplification:

  • Developed a “Lighthouse Project” strategy, showcasing region-specific success stories to build credibility and trust.

  • Shared these success stories via LinkedIn and other digital channels, targeting competitor customers with relatable examples of successful air-to-ground reality capture implementations.

3. Strategic Campaign Execution:

  • Partnered with the Sales team to create an ABM approach focused on key competitor accounts.

  • Crafted tailored sales enablement materials, including talking points, case studies, and key content like the Reality Capture Playbook | Construction Edition.

 

Optimizing Lead Conversion | StructionSite

 

Pilot nurture email sequence

 

Overview:
Redesigned StructionSite’s website and pilot experience to better educate prospects, streamline their journey, and increase lead conversion rates.

Impact:
The optimized lead conversion strategy resulted in a more effective prospect journey, increased engagement, and a streamlined pathway for converting website visitors into qualified leads for the Sales team.

Challenge:
StructionSite’s previous website struggled to effectively educate prospects about the product’s capabilities, leading to missed opportunities for conversion. Visitors were presented with a demo signup as the primary call-to-action, leaving them underinformed and less likely to engage.

Solution:
Implemented a strategic approach to guide prospects through an ideal conversion funnel:

  1. Educate prospects about the product’s benefits and use cases.

  2. Encourage engagement through a free 7-day pilot program and access to robust resources.

  3. Nurture leads with tailored communication to drive them toward requesting a demo or quote.

Actions Taken:

1. Website Redesign:

  • In partnership with Design, led the creation of a new homepage and supporting pages with clear messaging and an intuitive user journey.

  • Collaborated with the Design team to develop a UX that moved prospects from problem identification to education, and finally to taking action (e.g., signing up for pilots or demos).

  • Included supporting educational content, such as feature breakdowns and customer success stories, to build trust and drive engagement.

2. Customer Product Education:

  • Developed a “Getting Started” page featuring educational resources like the New User Guide and StructionSite Playbook to onboard and empower new users.

  • Created demo videos, in-app messages, and email communications to ensure users had the tools they needed to succeed.

3. Pilot Journey Optimization:

  • Revamped the free trial experience with a targeted content and communication strategy.

  • Educated trial users on product benefits and relevant use cases to drive conversions from trial participants to paying customers.