The Challenge
Automate Systems had been a successful industrial automation integrator for 15 years. After developing proprietary collaborative robot solutions for their own projects, they decided to launch a new division selling these systems to other manufacturers. But they had no brand recognition in the robotics market and faced established competitors with massive marketing budgets.
They needed to establish credibility quickly, generate qualified leads from the start, and build a scalable marketing engine that could support rapid growth.
Our Approach
We developed a comprehensive go-to-market strategy that positioned the new robotics division for success from day one.
Brand Development
We created a distinct brand identity for the robotics division that leveraged Automate Systems' credibility while establishing its own modern, innovation-forward personality. The brand emphasized ease of integration—a key differentiator against more complex competing systems.
Product Launch Website
We built a conversion-focused website featuring:
- Interactive ROI calculator showing payback periods by application
- Application library with videos and technical specifications
- Virtual product demos and 3D configurator
- Integration resources and documentation library
Account-Based Marketing
We identified 200 target accounts in food processing, packaging, and electronics manufacturing—industries where collaborative robots could deliver immediate value. We launched personalized campaigns including:
- Direct mail featuring custom ROI analyses
- LinkedIn advertising with industry-specific messaging
- Retargeting campaigns nurturing website visitors
- Executive outreach via email and social
Thought Leadership Content
We established the Automate team as experts in collaborative robotics through:
- White papers on automation ROI and implementation best practices
- Webinar series featuring customer applications
- Guest articles in industry publications
- Speaking slots at automation trade events
The Results
The robotics division exceeded all launch targets:
- 52 qualified leads generated in the first quarter
- $4.2 million in first-year revenue from the new division
- 28% lead-to-opportunity conversion rate—well above industry averages
- Featured in 3 major industry publications as a robotics innovator
- 7 case studies published within the first year
"Acme gave us the confidence to launch a completely new business line. Their strategic approach and execution excellence meant we were generating serious pipeline from the moment we went live. We couldn't have done it without them."