How we created a marketing strategy for a service used by NASA, BBC, and CNN

Imagine: a world premiere, hundreds of thousands of viewers, one click of a button — and the live broadcast from another continent begins. The reporter is on the spot, the signal goes live, and there are only seconds of silence in the studio. Everything depends on the technology, which must be perfect.

And the broadcast is indeed going on — no delays, no interruptions, no panic. Everything works like clockwork. But few people know that behind this flawless picture is a complex system that processes dozens of streams in real time, manages devices, records, rebroadcasts and sends video to all key platforms in the world — in the cloud, automatically, reliably.

We created a marketing strategy for this service. Because even if your product is used by NASA, BBC, and CNN, it doesn’t mean that you are being marketed properly.

Core Cloud is a cloud-based B2B platform from Teradek that enables TV, streaming and video production professionals to remotely manage IP encoders, organise multi-streaming, store content in the cloud, stream to dozens of platforms and send video to air instantly.

Core Cloud’s customers are not newcomers. They are teams broadcasting sports, international events, news or even a rocket launch. The cost of their mistake is not just a loss of views, it’s a loss of reputation. They don’t have time to look for instructions — they need to “turn it on and it works”.

The problem was that the product was complex and the path to it was confusing, and even with top customers, the platform was not converting new ones.

💡 The Core Cloud project existed for many years in the shadow of the main brand. Our task was to bring it to a new level as an autonomous, full-fledged product.

This is how our cooperation began.

How long did it take to develop the strategy?	80 hours, 4 working weeks
What is the composition of the marketing strategy development team?	Head of Marketing Team, Head of Content Team, Project Manager, Operational Marketer, Marketing Assistant, Content Marketer, Head of PPC Department, PPC Facebook Specialist.
How was the result of the work used?	Strategy implementation by the client.

So we started with the numbers

Before we talked about visuals, landing pages, or messages, we dove into the numbers. Because it is analytics that provides answers to key questions: where users come from, why they get lost, and who is actually willing to pay.

📌 Over 95,000 users have visited the Core Cloud platform in a year, 96% of whom are new. Of these, almost 67% came through direct referrals, which means that most are already familiar with the Teradek brand or use its equipment. Organic traffic accounted for only 11%, and another 16% was paid traffic, which proved to be ineffective.

🔥 Newcomers are hotter than loyal ones

Google Analytics data showed that new and returning users generated roughly the same revenue. But the difference is in the details:

• Conversion to purchase among new customers is 0.58%,
• The conversion rate among returning users was only 0.09%, although their average check was higher.

In total, there were 829 transactions, but 566 of them were trials, which means that almost 70% of users did not pay but simply tried the service.

Insight for businesses that offer the trial version: most users will use the free version. Therefore, the key task of marketing is, firstly, to make sure that as many customers as possible try the service and get into the database at the same time. And secondly, to set up the process of interaction with the database to increase the conversion from trial customers to paying customers.

Website: instead of a simple funnel, it’s a labyrinth without signs

At first glance, the website looks professional. But for a new user, everything is not at all obvious.

❌ There are no full-fledged landing pages for each key service → the user does not understand what exactly meets their needs and why.

❌The first screen does not convert: instead of a clear “Sign up for free”, there is an offer to choose a paid package or sign in (which is logical only for those who already use it).

❌ There is a 14-day trial, but it is not mentioned.

❌ The “pay-per-use” model appears only after registration, meaning that the user learns about the flexibility of the service… too late.

And most importantly: the critical points of the funnel are not tracked — opening the form, filling it out, entering the card. We do not know where the user stops.

Users are ready to pay. They already trust the brand. But:

• do not understand what they are paying for;
• do not see a convenient way to test the service;
• do not feel that someone is leading them by the hand.

This is not an interface problem. This is a challenge for marketing, communication and experience logic. That’s why the next step we took was to deeply rebuild the user journey: from the first touch to payment.

Are you creating a complex B2B product, platform or tool for professionals? We can help you make it understandable and valuable for those who pay for it. We are waiting for a free consultation to discuss your project — without templates and “magic”, but with understanding and specifics.

Social media: not about dancing, but about trust

The platform used by NASA, BBC and CNN had no social media presence of its own. Not a single account that worked for awareness, loyalty or sales. Only mentions in the general Teradek account and a few outdated videos on Vimeo. The last one was uploaded three years ago.

In the digital world, it sounds like: “We are not here”.

We started by auditing different platforms: Vimeo, Facebook, Twitter, YouTube, Instagram, and then designed a system that: – builds trust, not just image;

– reinforces brand expertise;
– leads to the website through clear CTAs;
– breaks down a complex product into its simplest form.

Insight: by combining various channels of content distribution in this area, you can get millions of reaches per month. For businesses where expert sales work well, the content itself becomes an expert that leads the customer to a trial subscription and then to payment.

We have created: templates for video posts, a list of headings, the Highlights structure, universal CTAs, and, most importantly, the logic of the first impression.

💡Social networks are designed for systematic work with the audience. After all, when a product is complex, professional and niche, social media can be the key to trust.

The website and blog are a solid foundation that needed to be enhanced and developed

Core Cloud’s website makes a great first impression: stylish, concise, responsive. But as a sales tool, it doesn’t work to its full potential. It lacked the most important thing — tools of contact and trust.

❌ There is no clearly visible subscription form.
❌No live chat or convenient feedback form.
❌Minimal information about the brand itself.

We suggested adding blocks about the history, team, and clients of CNN, BBC, and NASA. This builds trust even before the first dialogue with the manager and gives the user the feeling: “I am in good hands”.

Blog: a treasure without a map

The blog turned out to be powerful — in-depth materials, analytics, technical instructions. But all this happened chaotically, without any logic of presentation or rubrics.

Our suggestion:

• Divide the content into B2B and B2C formats.
• Create a clear heading: “achievements”, “technology reviews”, “news”, “expert materials”, “life hacks”.
• Develop niche formats that can become a source of stable traffic.

Insight: sometimes a few small steps are not enough to achieve the result. This is what is called “not finished”. When large resources are invested in the production of content, but there is no systematisation and distribution, this content does not work.

This is not just “content for the sake of content”. It’s a strategic tool for SEO, visibility, and lead preparation.

💡 In a modern B2B product, it’s not enough to be reliable — you need to show it correctly, explain it simply and guide the user through a logical path to action. And it is this logic that we have embedded in every pixel, headline, post, and structure.

Traffic: where customers come from and why most lose money on the obvious

At the start, the client already had active advertising on Google. But the results were disappointing. The campaigns were based mainly on branded queries, such as “Teradek Core” or “Core Teradek”. The website appeared in the top results anyway, so paying for these clicks was ineffective. In addition, the ads were competing with each other because the match type settings did not take into account the similarity of the queries. The result was low efficiency and high costs. We started with a competitive traffic analysis. And we saw a revealing fact:

More than 60% of traffic for the two key players is direct traffic.

That is, they are not found through advertising. They are already known. Customers enter the address manually. Save to a bookmark. And they come back. This is the power of a brand — when a website becomes a destination rather than an advertisement.

None of our competitors have large volumes of paid or referral traffic. After all, people don’t buy B2B products instantly. The client wants to understand, get used to, start trusting and only then act.

We clustered search queries: out of 747 targeted queries, only 116 clicks (15.5%) were made.

❌ 84.5% of potential traffic was lost. These are dozens of potential leads every day.

✅What we offered

– Divide the key queries into 7 logical clusters.
– Create a separate ad group for each cluster.
– Write relevant texts that match the exact search intent.
– Eliminate internal competition between groups so that the budget is not lost.

❗ But even the best advertising doesn’t work without tracking, especially if:

 💥 The opening of the application page is not tracked.

 💥 Filling out the form is not recorded.

 💥 Card entry is not tracked.

And after registration, instead of gratitude and the next step, you get a 404 page. All analytics stops at the point where the most important contact with the customer should take place.

Insight: you may have a great product. You can even generate traffic. But if you don’t have analytics, you won’t see where exactly the customer “fell off” and why they didn’t come back.

We can help you fix this — from auditing advertising campaigns to setting up analytics and funnels correctly.

How to turn a tool into a full-fledged B2B product

The pandemic in 2020 created an explosive demand for streaming. But after the lockdown ended, the market didn’t stop — it changed. And today, the winners are not those who are “louder” but those who constantly work with trust, quality, and consistency.

We saw the greatest potential in the US, where there was a clear demand for a professional platform with technical support. But Core Cloud had long remained in the shadow of Teradek — as an add-on to the hardware, not as a standalone product. This limited the growth areas.

We suggested changing the positioning. And we developed a two-stage marketing strategy:

1. For the individual user.

 📌 Goal: quickly generating new leads.
📌Tactics:
– landing pages for key services;
– simple CTAs;
– bonuses for registration;
– transparent launch system without “surprises”.

This segment responds quickly, but has a limited budget and high churn. Quantity, ease, and automation are important here.

2. For a professional B2B client.

📌 Goal: building trust and a steady stream of requests.
📌 Tools:
– longreads, video analytics, in-depth blogs;
– “sowing” on professional platforms;
– participation in exhibitions and specialised events;
– package solutions with Teradek equipment;
– work with tenders.

This is an investment in the brand, trust and long-term contracts.

Additional conclusions:

1. A website is not a shop window, but a marketing centre.

You need to guide the user from the first touch to the decision. The structure, CTA, block logic, SEO, blog — everything should lead to a feeling: “This is exactly the solution I need.”

2. Lead generation: not just for the sake of traffic.

Content marketing and SEO are a marathon. They build a reputation and attract warm traffic, but they don’t give you immediate results.

That’s why we combine them: Google Ads, Facebook/Instagram Ads with micro offers, and targeting of streamers.

3. Content marketing is about trust.

When traffic comes, it needs to understand the purpose, the answer to the question “why?”. That’s why it’s worth building a complete blog structure and creating content for key niches, because each of them has its own “pains”.

🧩 And most importantly: a strategy is not a “document on Google Drive”

The work on this strategy clearly shows that even when your product is used by NASA, BBC, and CNN, it is not a guarantee of sales.

Because if a user gets lost on the site, doesn’t see the trial, doesn’t understand where to click, they will leave. Not because the product is bad. But because there is no clearly thought out path.

🧠 Strategy is NOT a presentation. Strategy is action.

No matter how many hypotheses or insights we offer, it’s all in vain if the owner doesn’t put them into practice.

There is no magic pill. There is only systematic work. When the strategy, team, product and processes work as a single organism, only then does the result appear.

👥 If you don’t have your own marketing department, we can become one

✅ 7+ experts with you all the time: strategist, analyst, content team, PPC.

✅ 35+ experts in the Solve Marketing team. Quick replacement of specialists if necessary.

✅ Full organisation of processes — from idea to launch.

✅Transparent interaction, flexible work model.

✅ Focus on results, not beautiful reports.

We work as a partner, not as a contractor.