Reveal Energy Services (RES) is an oil & gas services company working on revolutionizing fracture diagnostics methods through innovative engineering. A long time services company, they came to Thaynes Marketing to help them productize and bring to market the proprietary software they developed to deliver their services.
Head of Sales
For years, RES had focused their efforts on building a successful services business. Using pressure-based frac maps, they delivered guidance, confidence, and improved completions performance to a loyal following of enterprise operators and small operators alike.
But RES soon realized the opportunity to productize their proprietary technology and offer a license-based software solution to their clients.
The problem, as with most software introductions, was adoption. Because they no longer offered a done-for-you solution, RES needed to bring a completely new value proposition to the market they serve.
And they needed to do so fast. Their goal was to achieve a growth rate of 100-200% quarter over quarter and create a strong pipeline that would set the stage for the right buying opportunity.
With a three-phased integrated go-to-market approach, Thaynes successfully brought RES’s revolutionary platform ORCHID to market.
This included developing messaging for their new product, competitive and industry research, product positioning, buyer personas, and a powerful new value proposition that would convey: ORCHID as an addition to the asset team, driving more profitable completions decisions at hyper-speed. From there, Thaynes delivered foundational content to clearly communicate that message.
Next up was to ensure RES had processes and systems in place to support their marketing and sales efforts. Thaynes worked closely with the RES executive team to build lead flow and selling processes that would support the team as they grew.
Once the processes were built, Thaynes drove a full transition to Hubspot in just 6 weeks. This included the creation of dashboards for the management team to track the pipeline and campaign analytics, and training for the RES team on the new-to-them tool.
From there, Thaynes designed an integrated awareness campaign to maximize qualified website traffic, ad impressions/reach, and email opens. Utilizing HubSpot for email automation, LinkedIn paid ads, and targeted placements with online O&G publications they generated awareness of the new product and funneled prospect into the lead generation phase.
The goal of the lead generation phase was to engage prospects with high value content including a product focused webinar, LinkedIn retargeting ads, and downloadable customer stories.
This final phase utilized email, retargeting on LinkedIn, and targeted online ad placements to drive content form submissions. As prospects engaged, they were handed off to the sales team for follow up.
The go-to-market campaign successfully raised awareness both inside and outside of Reveal’s contact database.
Through email opens, ad impressions, and form submissions, Thaynes was able to track, measure, and confirm that the new messaging resonated with prospects. In fact, the campaign’s culminating webinar earned over double the number of registrations than the goal set at the campaign’s outset.
In the first 90 days, ORCHID had over $500k in the pipeline. By 180 days, that number had jumped to nearly $2 million.
All in all, the campaign created 31 opportunities and influenced 4 closed deals, which amounted to $363,920 in revenue — and a campaign ROI of 875% for RES.
Just 7 months after the campaign launched, RES had found the right strategic buyer for ORCHID — and achieved their ultimate goal.
Head of Sales
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