Transforming Rosor: Innovating Marketing, Sales, and Operations

Rosor is a Toronto-based UAV startup, specializing in conducting airborne geophysical surveys. When I joined Rosor as the marketing lead, the company was undergoing a significant transition from drone delivery to focusing on data acquisition and mineral exploration within the mining industry. This shift necessitated a holistic transformation across various fronts, including not only a revamping of our website and marketing strategies, but also enhancing our sales approach to align with our evolving business objectives.

My overarching task was to lead a multifaceted overhaul encompassing our online presence, marketing efforts, and sales strategies to effectively communicate our new focus and attract potential clients. This involved redesigning our website layout to refine the user flow for seamless navigation, updating our descriptions and services to reflect our industry pivot, and implementation of a chatbot on our website to streamline lead generation efforts and enhance user engagement. Simultaneously, I played an active role in formulating our sales strategy, which initially targeted airborne geophysical surveillance companies. As our strategy evolved, our focus shifted to junior mining companies, with the goal of developing working relationships and securing contracts for exploration projects.

I spearheaded various initiatives to enhance our online presence, streamline communication, refine our sales strategy, and optimize business administration processes. Through website revamps, chatbot implementation, LinkedIn marketing strategies, sales strategy refinement, and business administration improvements, we achieved significant improvements in engagement, lead generation, and organizational efficiency.

1. Website Revamp:

   • Redesigned the landing page layout to improve user experience and encourage exploration.

   • Updated company description to reflect the industry pivot, highlighting the services and sensors provided by Rosor.

   • Refreshed brand colors, logos, and images to create a modern and cohesive visual identity.

   • Implemented a form submission feature connected to Rosor’s CRM, ActiveCampaign, for seamless lead management.

2. Chatbot Implementation:

   • Installed Tidio chatbot on the website to provide instant assistance and improve visitor engagement.

   • Programmed the chatbot to automate responses to basic inquiries, simulate human-like interactions, and collect lead information.

   • Configured work hours and availability settings to ensure timely responses and manage user expectations effectively.

3. LinkedIn Marketing:

   • Developed a comprehensive content strategy for the LinkedIn company page, focusing on sharing industry-relevant articles and showcasing Rosor's expertise in UAS technology.

   • Conducted hypothesis tests to analyze the effectiveness of different types of content and posting times, refining the strategy based on the results.

   • Incorporated feedback from industry peers and stakeholders to diversify content and provide value beyond marketing Rosor, fostering thought leadership and engagement.

4. Sales Strategy Refinement:

   • Explored various lead generation channels targeting airborne geophysical surveillance companies, junior mining companies, and potential demo projects.

   • Transitioned from LinkedIn Sales Navigator to Mining Intelligence for more detailed company information and improved prospect targeting.

   • Implemented ActiveCampaign as a CRM and email marketing platform, integrating forms on the website and setting up automated workflows to nurture leads effectively.

5. Business Administration:

   • Implemented Notion as a centralized platform for task organization, outlining responsibilities, and tracking progress.

   • Integrated ActiveCampaign with Slack for real-time notifications and streamlined communication between sales and marketing teams.

   • Established sales pipelines for different target segments (e.g., JMCs, geophysical surveillance companies) to track leads and optimize conversion rates.

The implementation of various initiatives yielded significant outcomes for Rosor. The website revamp and chatbot integration led to increased user engagement and qualified leads. Additionally, the LinkedIn marketing strategy resulted in improved engagement and follower growth. Refinement of the sales strategy enhanced prospect targeting and lead management, while the adoption of business administration tools improved workflow efficiency. Our collective efforts led to Rosor being awarded the prestigious Norman Esch Award from the Ryerson University Centre for Engineering Innovation and Entrepreneurship, valued at $25,000. This recognition not only showcased our commitment to innovation but also enhanced our credibility in the industry.