Case Study – Integrated Product Launch

Ulterra® SplitBlade PDC Drill Bit


Triad’s client, Ulterra Drilling Technologies, had developed a new patent-pending PDC drill bit that offered numerous design and performance advantages, including:

  • Improved inner blade geometry, creating uniquely better cuttings evacuation
  • Improved nozzle performance, leading to enhanced hydraulic performance
  • Improved tool face control, resulting in superior ROP and drilling accuracy


  • Introduce the new SplitBlade™ PDC bit to the market through an integrated product launch
  • Create a high level of visibility for both the product and Ulterra, itself
  • Develop customer interest in the product, resulting in lead generation
  • Provide tools to aggressively support the sale of the SplitBlade drill bits


Through an integrated product launch program, Triad communicated the innovative features of the SplitBlade on a wide range of fronts:

Sales Support

  • A four-page product brochure was designed for use in both advertising and sales support channels, introducing the benefits of the SplitBlade product and its record setting performance at a drilling site in Lavaca, Texas
  • An animated product video was created to demonstrate the details and benefits of the SplitBlade product, explaining the elements that make SplitBlade a superior PDC bit


Public Relations

  • Press releases were sent to key industry publications, with Triad providing telephone follow-up to ensure that all key editors were made aware of this important new PDC bit development
  • These releases generated editorial coverage in a large cross section of publications, including print and online editions
  • Triad worked with leading publications to develop feature stories on SplitBlade technology, with Triad providing article abstracts and editorial content for client-author approval

The Results

The SplitBlade product launch generated immediate results, exceeding program objectives:

  • Broad visibility and awareness was created for the SplitBlade product
  • The innovative nature of the technology was explained to the target audience through a combination of editorial, advertising, and sales support channels
  • Additional awareness was created for Ulterra as a leading innovator of drill bit and application technologies
  • Launched in mid-April, 2018, several significant sales leads were generated within days of the launch campaign

For more information on how Triad B2B Agency can support your sales and marketing efforts, call us at 469-484-6827 or email us at