Sentera
Project | Strategy | Content Marketing | Outsource Your Marketing
Founded in 2014, Sentera is a leading designer and supplier of integrated remote sensing and IoT solutions to the agriculture industry. They approached us in mid-2016 for help obtaining additional funding and becoming a recognized name in the industry.
Sentera was working with a limited budget, but knew that in order to get funding, they needed to up their game when it came to marketing. Prior to engaging with us, they were handling all marketing in-house and were not getting the recognition or sales they desired. Most technology companies are based in Silicon Valley; being Minnesota-based, Sentera was also contending with a perception that their technology may not be as advanced as that of their west coast competitors.
Opportunity
Become an extension of the Sentera team and strategically tackle key marketing initiatives while sticking to a modest monthly retainer.
Strategy
We started by creating a strategic framework for Sentera. The strategic framework serves as the basis for all marketing initiatives: it includes competitor research, market analysis, and much more — we used it to craft Sentera’s initial brand messaging and establish a content strategy based on specific audience segments.
Our next focus was to build Sentera’s audience. We planned, designed, and managed a targeted Facebook campaign aimed at growing their social following. In June 2016, Sentera had 227 followers on Facebook. By June 2018, that number had grown to more than 36,000, which represents an increase of more than 14,000%. After that, their engagement metrics also started to climb, growing by more than 2,000%.
Once we had laid the groundwork, we dedicated our efforts to improving the quality of Sentera’s marketing collateral. It wasn’t in the budget to completely overhaul all existing materials, so we had to strategically identify which pieces to tackle, and prioritize them accordingly. We focused on pieces that customers would interact with at key touchpoints: POS displays, sell sheets, product-specific Quick Start guides, and the email newsletter.
Results
Sentera has doubled their revenue every year since 2015. Their products appear in over 1,000 North American retail locations, and they recently received Series A funding totaling $14,000,000 from notable VC firms.
“Macleod has done an excellent job of helping us discover how to reach our best customers most efficiently and to deliver our message in a form that is tailored to the audience we’re addressing.”
—Eric Taipale, CEO, Sentera
“Macleod has done an excellent job of helping us discover how to reach our best customers most efficiently and to deliver our message in a form that is tailored to the audience we’re addressing.”
—Eric Taipale, CEO, Sentera
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