Background

Carbon Robotics was the team behind KATIA (Kick Ass Trainable Intelligent Arm). KATIA was designed to bring robotics to consumers with a 1kg payload at full extension and sub-millimeter precision. I joined the team as the Community Manager and Head of Marketing while we were in the Qualcomm Robotics Accelerator powered by Techstars.

Goals and Objectives

We set a goal of 10,000 qualified leads by Demo Day. We needed to prove not just demand from developers, but also those whose innovative ideas could be realized with minimal coding skills.

Details

I built a funnel starting with Facebook, YouTube, Google, and Twitter advertising. The funnel not only helped us understand where interest waned, but also required applicants to jump through a lot of hoops to become a more qualified lead. After clicking through our introductory video, applicants were encouraged to fill out an initial form to receive emails before filling out a longer questionnaire that required in-depth answers.

Results

While we had set a goal to reach 10,000 qualified leads, we were excited to have nearly 7,000 leads by Demo Day.

Tools Involved

• WordPress – where parts of the application process were hosted
• Submittable – for the majority of the application process
• YouTube – where we hosted our introductory and demo videos and where some of our advertising budget was allocated
• Facebook – where the bulk of our advertising dollars were allocated
• Google Ads – where some of our advertising dollars were allocated
• Mailchimp – where we housed our mailing list and drip campaign