How Ironpaper Helped AMBI Robotics Transform Marketing into a Revenue Engine

Unlocking Scale in Warehouse Automation

Ambi Robotics builds advanced robotics for parcel sortation — a highly complex sale that requires education, trust, and alignment across multiple stakeholders. But while their product was mature, their marketing systems were not.

They needed to reach a tightly defined audience of enterprise logistics leaders and innovation teams.

Their internal marketing lacked the tools to segment these buyers, track engagement, or tailor messages to different roles in the buying process. As a result, opportunities were being lost. Not because of disinterest, but because there was no system in place to recognize, nurture, and convert interest into real sales conversations.

Creating ABM Success with Buyer Relevance

With a strong, preliminary understanding of buyer needs in hand, we launched targeted ABM campaigns focused on 30 high-value logistics companies in North America. To drive action from this exclusive audience, our ad messaging addressed the underlying reasons these organizations needed change, rather than Ambi’s features (a huge change for them!).

As a part of this pivot, we introduced a content offer about the “Sim2Real gap”—a critical obstacle in complex robotics environments. Designed for innovation leads and engineering stakeholders, this asset unpacked the issue, showcased practical applications for Ambi’s technology in the face of operational demands, and ultimately helped them assess project feasibility.

Full-funnel Approach: Turning New Leads into Sales Prospects

The new ABM efforts began filling the top of the funnel, but at the time, only 8% of Ambi’s target contacts in the CRM had progressed to SQL stage despite strong engagement signals. While we were seeing initial interest, it quickly became clear that qualified lead acquisition alone wouldn’t drive growth. Contacts were still stalling in the funnel.

We responded by launching Ambi’s first full content journey, designed to support long sales cycles, internal decision alignment, and account-level nurturing. This journey included thought leadership, solutions content, and email series built around event attendance and installation timelines.

The Foundation for Industry Leadership

With a strategic foundation in place, Ambi was equipped to lead conversations in the warehouse automation space. They could support future product lines, adapt to event-driven spikes in attention, and move from press coverage to pipeline conversion.