Executive Summary
When Lab0, a cutting-edge robotics and automation company, prepared to emerge from two years in stealth mode with their revolutionary RoboGlide system, they partnered with Zen Media to develop a comprehensive go-to-market strategy. Through precisely orchestrated PR, content development, social media execution, and experiential marketing, we transformed Lab0 from an unknown entity to an industry conversation-starter with a multi-channel campaign that generated 463 qualified leads, secured 75 pieces of press coverage reaching an audience of 544 million. This successful launch demonstrates how strategic B2B event marketing can deliver exceptional results in the highly technical industrial robotics sector.
Challenge
Lab0’s state-of-the-art RoboGlide system wasn’t another robot on the warehouse floor; it represented a fundamental shift in autonomous warehousing. But in an industry saturated with incremental innovations and technical jargon, Lab0 faced the classic innovator’s dilemma: how to showcase revolutionary technology while establishing instant credibility. After two years of under-the-radar development, they needed a memorable marketing approach that would:
- Establish credibility and thought leadership.
- Effectively communicate complex technical innovations to warehouse decision-makers.
- Maximize impact and stand out at ProMat 2025—the industry’s premier event showcasing 1,200 competing solution providers.
- Transform a technical product launch into meaningful industry conversations about the future of logistics.
Results
- Lead Generation Excellence: 463 qualified leads generated from ProMat 2025
- Media Dominance: 75 pieces of coverage with 6.18 million estimated views
- Digital Growth: 488 new social media followers in just 41 days
- Audience Expansion: 55,348 impressions across organic and paid social media
- Market Positioning: Successful introduction of “Supply Chain Zero” concept as a framework for future automation
Strategic Stealth Launch Approach
Multi-Channel Brand Introduction
Our team engineered a strategic cross-platform campaign that leveraged the synergies between:
- B2B PR: Targeted media relations positioning Lab0 as pioneers in autonomous warehousing
- Technical Content Marketing: Developing in-depth materials highlighting RoboGlide’s advanced AI and robotics capabilities
- Event Marketing: Designing an immersive ProMat booth and experience that showcased Lab0’s groundbreaking approach to logistics automation
- Digital Presence: Building a robust foundation with website overhaul, content strategy, and social media optimization
- Integrated Lead Generation: Implementing email marketing and paid advertising strategies to nurture prospects
Omni-Channel PR Strategy
- Orchestrated a 3-phase announcement strategy leveraging an initial media embargo
- Developed technical press materials highlighting Lab0’s collaboration with NVIDIA and patented dual-arm robotics
- Secured 75 pieces of press coverage reaching a potential audience 544 million readers
- Achieved a maximum domain authority score of 99/100, ensuring placement in high-value industry publications
Digital Brand Development
- 3-tiered website strategy, designing, developing, and publishing content in phases to align with embargoed press release reveals.
- Wrote and published deeply technical blog content to answer qualified leads’ top questions, differentiate Lab0’s products, highlight their NVIDIA relationship, and drive traffic to their website. NVIDIA even linked to one such Lab0 blog on their own website, providing significant third-party validation that greatly elevated Lab0’s credibility in the industry.
- Developed a 5-account LinkedIn social strategy that included building thought leadership content for multiple stakeholders in advance of the launch out of stealth, enhancing the credibility of the company before it was publicly known.
- Leveraged algorithmic strategy and strong content to supercharge organic reach and audience engagement, resulting in 55,348 impressions across organic and paid efforts in just three months and reaching 12,872 members organically in the first 41 days—critical metrics for establishing market presence without traditional brand recognition.
ProMat 2025 Event Activation
- Designed interactive booth experience, translating technical specifications into tangible benefits
- Created cohesive branding materials and promotional assets that reinforced Lab0’s innovation narrative
- Managed vendor relationships for booth construction, promotional materials, and technical demonstrations
- Orchestrated demonstrations that consistently drew crowds, creating natural networking opportunities
Achievement Highlights
- Comprehensive press coverage establishing Lab0 as a credible industry innovator
- Successful positioning alongside industry giants at a fraction of their marketing budgets
- Creation of compelling technical narratives that resonated with target audiences
- Development of a scalable marketing infrastructure supporting continued growth
- Transformation from unknown entity to recognized innovator in warehouse automation
Strategic Insights: The Power of B2B Event Marketing
When marketing deeply technical B2B innovations, “integration” is the difference between being seen and being remembered. Zen Media’s ability to successfully launch Lab0 from stealth mode reveals four principles that drive results in the industrial technology sector:
- Technical credibility precedes marketing creativity. Before developing creative campaign elements, we met with key members of Lab0’s engineering team to best understand RoboGlide’s technical architecture and competitive advantages. This investment allowed us to translate complex robotics concepts into language that resonated with warehouse operators and C-suite decision-makers.
- Owned content creates earned media leverage. The NVIDIA-approved blog (as well as several other autonomous warehouse and supply chain blogs) we wrote and published became source material for journalists writing about warehouse automation trends.
- Event activation should validate digital promises. The crowds at Lab0’s ProMat booth didn’t gather by accident. Through a targeted email campaign, an engaging booth design, and interactive elements, every facet of Lab0’s demonstrations were specifically designed to visually prove the claims made in our pre-event digital campaign. This created powerful “I have to see this myself” moments that competitors couldn’t replicate.
- Event value comes from post-event momentum. Lab0 saw significant success at ProMat 2025, and the continuation of content amplification and press activation post-event helped move first-impressions at ProMat into well-known brand recognition and sustained business relationships post-event.
The Lab0 launch succeeded because it synchronized technical substance with compelling storytelling across every customer touchpoint. For technical innovators emerging from stealth mode, this synchronization isn’t just effective—it’s essential.
