← Back to Overview Phase 1: Foundation Phase 2: Acceleration Phase 3: Scale
Strategic Roadmap

90-Day Growth Playbook

A comprehensive playbook to accelerate Rhombus market position through SEO, competitive displacement, and growth loops.

Phase 1: Foundation

Days 1-30 — Establish technical infrastructure and quick wins

🔍

SEO/AEO Strategy Launch

Technical priorities & content gap analysis

Immediate Technical Priorities

  • Audit current site architecture for Core Web Vitals optimization
  • Implement structured data markup (FAQ, Product, Organization schemas)
  • Create competitor comparison hub: /compare/verkada/, /compare/meraki/
  • Develop vertical landing pages for each target industry

Primary Keyword Targets

Cloud video surveillance Verkada alternative NDAA compliant cameras School security cameras AI video analytics

AI Search Optimization (AEO)

To appear in ChatGPT, Claude, and Perplexity answers:

  • Create comprehensive, factual content
  • Publish comparison content with objective criteria
  • Maintain active Wikipedia presence
  • Generate citations in industry publications
📊

Content Gap Analysis

Opportunities vs. Verkada

Security breach response
Verkada: Defensive/buried → "Why security companies get hacked" thought leadership
TCO calculators
Verkada: Not available → Interactive ROI calculator
Data ownership
Verkada: Minimal → "Your video, your control" positioning
Warranty comparison
Verkada: 5-year standard → 10-year warranty amplification
🛡️

Competitive Displacement Campaign

"Trust Matters" Verkada Displacement Initiative

"Verkada's FTC settlement and breach history create permission to ask: Can you trust your security provider's security?"

Campaign Components

  • Landing Page: rhombus.com/trust or /security-first
  • Timeline of Verkada security incidents
  • SOC 2 Type II, NDAA, TAA compliance badges

Content Assets

  • "What the Verkada Breach Teaches Us About Cloud Security"
  • "Questions to Ask Your Video Security Provider"
  • "Understanding Vendor Security Assessments"
🏢

Channel Program Enhancement

Partner Program Quick Wins

Partner Portal Upgrade

  • Add competitive displacement resources
  • Create "Why Rhombus vs. Verkada" talking points
  • Implement MDF request workflow

Wesco Partnership Activation

  • Joint announcement content
  • Distributor-specific promotional materials
  • Training webinar for Wesco sales teams

Partner Communications

  • Monthly partner newsletter launch
  • Competitive intelligence updates
  • Success story sharing framework

✓ Day 1-30 SEO Deliverables

Technical SEO audit completed
5 competitor comparison pages published
3 vertical landing pages optimized
FAQ schema implemented on key pages
"Best cloud video security" definitive guide (3,000+ words)

Phase 2: Acceleration

Days 31-60 — Growth loops and vertical deepening

🔄 Growth Loops Implementation

Loop 1: Customer-Led Content Flywheel

Happy Customer → Case Study Interview → Published Success Story → Social Amplification → Prospect Discovery → New Customer → Repeat

Execution:

  • Identify 10 highest-NPS customers across verticals
  • Create video testimonial program with incentives
  • Develop "Customer Spotlight" monthly series
  • Enable customer advocacy through G2 review program

Loop 2: Partner Ecosystem Expansion

Technology Integration → Joint Marketing → Co-Branded Content → Partner Leads → Rhombus Sales → Implementation

Priority Integrations:

  • Access Control: Deepen Kisi integration; explore Brivo
  • Visitor Management: Envoy, iLobby integrations
  • Mass Notification: Everbridge, AlertMedia for schools

Loop 3: Integration Partner Marketing

Create integration partner co-marketing program:

  • Joint webinars (1/month)
  • Co-branded solution guides
  • Reciprocal lead sharing
  • Partner badge program for integration partners

Loop 4: User Community Development

Launch "Rhombus Community" platform:

  • Customer forum for peer-to-peer support
  • Feature request voting system
  • Beta program for new AI features
  • Monthly virtual meetups by vertical
🎓

Vertical Deepening: Education Focus

K-12 Strategy Intensification

Grant Season Alignment

  • Update grant funding guide for 2026 cycles
  • Create ESSER III replacement funding content
  • Develop state-specific grant resources

School Safety Positioning

  • "Safe Schools: A Complete Security Guide" eBook
  • Partnership with "I Love U Guys" Foundation
  • Vape detection ROI calculator for schools

K-12 Content Calendar

August Back-to-school security checklist
October National Bullying Prevention Month
January Grant application season guides
March ISC West education showcase
🌐

Ecosystem Plays

Cloud Marketplace & Technology Alliances

AWS Marketplace (Priority)

  • Listing optimization
  • AWS partner co-selling enablement
  • AWS re:Invent presence planning
  • Kinesis Video Streams positioning

Microsoft Azure Marketplace

  • New listing development
  • GovCloud compliance positioning
  • Azure Active Directory integration
  • FedRAMP pathway exploration

Phase 3: Scale

Days 61-90 — Demand generation and vertical expansion

📈

Demand Generation Programs

Webinars, ABM, and Events Strategy

Webinar Strategy

Month 1 Cloud Security: Lessons from Industry Breaches Partner: Cybersecurity expert | Target: Enterprise security
Month 2 K-12 Security: Protecting Students in 2026 Partner: School safety org | Target: School administrators
Month 3 AI Video Analytics: Beyond Motion Detection Partner: AI technology partner | Target: IT/Security convergence

Target Account Selection

100 target accounts across priority verticals

Criteria: Multi-site, growth-stage, Verkada current customer, regulatory pressure

ABM Tactics

  • Personalized landing pages for top 25 accounts
  • Direct mail campaigns with camera demos
  • Executive outreach program
  • Custom ROI analysis for each target
💼

Social Media & Thought Leadership

LinkedIn Strategy for B2B Security

Executive Thought Leadership

  • CEO: Monthly posts on cybersecurity, industry trends
  • CTO: Technical content on AI, architecture decisions
  • Ghost-written articles for industry publications

Company Page Content

  • 3x weekly posts minimum
  • Mix: 40% educational, 30% customer stories, 20% product, 10% culture
  • Video content priority
  • Employee advocacy program launch
🏥

Healthcare Vertical

High-value, compliance-driven vertical

Value Proposition

  • SOC 2 Type II + HIPAA compliance
  • Integration with nurse call systems
  • Patient safety monitoring
  • Workplace violence prevention

Content Development

  • Healthcare Video Security Compliance Guide
  • Patient privacy best practices whitepaper
  • Hospital case study development
  • HIMSS 2025 presence planning
🛒

Retail Vertical

Multi-site opportunity

Mid-Market Retail Focus

  • Franchise operators
  • Regional retail chains
  • Quick-service restaurants

Content

  • "Reducing Shrink with AI Video Analytics" guide
  • Multi-location management case studies
  • Organized retail crime (ORC) response playbook

📊 90-Day Success Metrics

Leading Indicators (Track Weekly)

Metric Day 30 Day 60 Day 90
Website traffic+15%+30%+50%
Marketing qualified leads+20%+40%+60%
Competitive displacement leads10/mo25/mo50/mo
Partner-sourced leads+10%+25%+40%

Lagging Indicators (Track Monthly)

Sales pipeline influenced by marketing +30%
Win rate vs Verkada Baseline → +10%
Customer acquisition cost Reduce 15%
Net Promoter Score Maintain 70+
G2 review volume +50%

Primary Differentiation Themes

🛡️

Trust & Security

"Your security system should be secure. Period."

💰

Pricing & TCO

"Enterprise security without enterprise pricing."

👥

Customer Experience

"We win customers, we don't hunt them."

⚡

Flexibility

"Your security, your data, your control."

Ready to discuss how to execute this strategy and accelerate Rhombus growth?

Schedule a Meeting ← Back to Overview