ANELLO Expands Market Share in Navigation Industry with World’s First Silicon Photonics Optical Gyros
PDS served as ANELLO’s full outsourced marketing team — building their brand from a basic Squarespace site to a recognized leader in the navigation technology industry. Working across web, LinkedIn, Google Ads, content, and digital PR, PDS grew ANELLO’s user acquisition, earned coverage in top media publications including Yahoo Finance and Market Watch through digital PR, and delivered a Google Ads CTR averaging 5% — significantly above industry benchmarks. A single PR campaign generated more than 7,000 website visitors in under one week. PDS also built a HubSpot-connected lead generation pipeline with Looker Studio reporting, giving ANELLO real-time visibility into campaign-to-pipeline attribution. Bounce rate dropped below 50% within the first year of engagement.
What Marketing Challenges was ANELLO Facing Before PDS?
When ANELLO came to PDS, they had a revolutionary product and serious VC backing — but no marketing foundation to match. Here are the three core challenges PDS was brought in to solve.
Fragmented online presence
The client had a basic website on Squarespace. It failed to convey a strong brand positioning for its innovative product offering in the navigation industry. Similarly, their LinkedIn and Twitter pages had inconsistent activity and lacked impactful content. In order to establish ANELLO as a leader in their field, it was critical to realign the content and design, and create a cohesive brand voice across all digital channels.
Weak brand positioning
The content was not impactful and didn’t convey the powerful story that was shaping ANELLO. As one of the rising stars in their space, their positioning required to be rock-solid, and relatable at the same time. Our goal was to develop a unique voice for the brand that would connect and communicate with its audience.
Inconsistent execution
As an early-stage start-up, the team didn’t have an in-house marketing team. It resulted in poor execution and inconsistencies in the results.
How did PDS Solve ANELLO's Marketing Challenges?
PDS built ANELLO’s entire digital presence from the ground up — brand positioning, content strategy, paid campaigns, CRM integration, and reporting. Here is how we approached each challenge.
Unique brand positioning
Our brand assessment and SWAT analysis helped us create guidelines for ANELLO’S marketing blueprint. We developed high-intensity hook points that would keep the customers engaged with the brand. It positively affected the bounce rate, which dropped below 50%.
Centralized Data Management Hub
We build a centralized database connecting the company’s digital channels to HubSpot. This, in turn, has streamlined the process of lead generation and true lead attribution. The reporting dashboards provide an in-depth view of sales activity, conversion rates, and customer responses all in a single view. This marketing automation is allowing our clients to invest in channels that will bring them a higher ROI.
Unified marketing operations
We worked closely with the founders to develop a process that could combine all the marketing activities under one umbrella. We built a schedule for brand execution, established a posting calendar, and simultaneously created high-quality content.
Google Ads and LinkedIn Ads Success
What started out as a simple Google Ads A/B test turned into a high-performing campaign, with a CTR of average 5% for most campaigns. By using Google’s AI tools, we optimized both the cost and performance. On the LinkedIn side, we focused on targeting strategies to bring in highly qualified leads, and we managed to build a leads pipeline from both the channels.
Large-scale PR campaign
To create the right buzz around the company's innovations and product launches, we planned and executed a large-scale PR campaign. Yahoo Finance, Market Watch, Global Newswire, and many other top media houses carried the story. It brought more than 7000 visitors to the website in less than one week.
What Results did ANELLO Achieve with PDS?
Over five years of working together, ANELLO achieved:
Coverage in top media publications— Yahoo Finance, Market Watch, Global Newswire, and others carried ANELLO’s story, bringing more than 7,000 visitors to the website in under one week.
Google Ads CTR averaging 5% — significantly above B2B technology industry benchmarks — with continuous optimization using Google’s AI tools, reducing cost while increasing performance.
LinkedIn Outreach — an organic and paid LinkedIn campaign created a strong brand following and recall of ANELLO’s products on the company page. The interactions and engagements on the posts reached triple digits.
HubSpot-connected pipeline — all marketing channels connected to HubSpot CRM with full-funnel performance reporting, giving ANELLO full visibility from campaign impression to closed deal.
FAQ
For ANELLO, we performed a deep Brand Assessment and SWAT Analysis to create a rock-solid narrative. We moved the company away from generic “about us” pages to high-intensity brand positioning that resonates with VCs and industry leaders. This realignment helped drop the bounce rate on ANELLO’s website below 50% and established them as the primary disruptor in the navigation sensor industry.
Yes. We specialize in Digital PR and Strategic Outreach to create immediate brand buzz. For ANELLO’s VC funding announcement, we executed a campaign that secured pickups from top media houses like Yahoo Finance and Market Watch. This strategic PR push brought over 7,000 visitors to their website in less than a week, significantly expanding their market visibility during a critical growth phase.
We use AI-Driven Campaign Optimization and A/B Testing. In the ANELLO project, we turned a simple Google Ads test into a high-performing campaign with a Click-Through Rate (CTR) exceeding 10%. By combining Google’s AI tools with LinkedIn’s granular targeting, we ensure that the new products are seen by the target groups, resulting in a steady and measurable flow of conversions.
Startups often struggle with lead attribution. PDS built a Centralized Database (linking channels to HubSpot) to provide “true lead attribution.” For ANELLO, this meant the leadership could see exactly which marketing dollar drove the highest ROI. Our reporting dashboard (Looker Studio) provides a single-view look at sales activity and conversion rates, allowing them to scale their marketing operations without the need for a massive in-house team.
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