Ulterra
Branding + Website + PR + Social Media
OUR INTEGRATED SERVICES
- Brand Strategy & Development
- Website Design
- Press Releases
- Social Media
Drilling for Prospects with Ulterra
Ulterra Drilling, a manufacturer of PDC drill bits for oil and gas applications, approached Triad to elevate its B2B marketing efforts and reach senior leaders across oil and gas operators. The company also required a clear, strategic launch plan for the SplitBlade™, an innovative new drill bit design engineered to redefine drilling performance standards.
The Challenge
Promoting adoption in a risk-adverse operator market was Triad’s primary challenge. Ulterradrill bits already had strong support at the wellsite, but purchasing decisions were often driven by regional and corporate management. To drive top-down adoption, we needed to engage these senior decision-makers with a clear, confident message. We determined that a fully integrated marketing approach would be necessary to effectively establish Ulterra and the SplitBlade™ among operating companies.
Our Approach
Launching the Revolutionary SplitBlade™
Triad began a coordinated six-week marketing campaign leading up to the SplitBlade’s launch date. We developed an official Ulterra press kit to drive industry-wide coverage, including press releases, feature articles, and related product releases. A four-page SplitBlade™ brochure was inserted in two leading industry publications, and Ulterra’s sales team was equipped with supporting brochures and sales materials.
Print and digital ads highlighting Ulterra’s innovative bit designs and manufacturing capabilities, paired with direct mail pieces showcasing the SplitBlade™ performance story, created a unified and impactful launch.
In addition, Triad supported Ulterra’s broader portfolio with a creative, cost-effective direct mail campaign targeting buyers at regional and corporate headquarters.
The central mail piece was a box containing a high-quality model of an Ulterra drill bit, withinformation highlighting performance in each recipient’s basin. This “bit in a box” campaign met key decision-makers where they were, with information relevant to their unique buying processes.
Triad +
Triad’s integrated approach strengthened Ulterra’s market presence, driving significant adoption among operators. One large operating company shifted 87% of its new bit purchases to Ulterra, and the SplitBlade™ launch delivered $15 million in sales in the first 90 days.
Triad continued supporting Ulterra through its growth and eventual acquisition.
Contact us today to learn how our award-winning work can help your company reach its sales and marketing objectives.