Who is the client?
GreenRoad Technologies is a fleet safety and driver behaviour telematics company with over 20 years in the market. Its technology gives drivers real-time coaching and alerts, so every journey is safer for the driver and the passengers.
Its products are GreenRoad Drive, GreenRoad Central and AskMila, an AI assistant for fleet safety managers. Its core market is bus and coach, where, as GreenRoad puts it, operators carry “the most important cargo in the world, which is people.”
For this engagement, the target buyer is the Health & Safety Manager at a UK bus or coach operator with 100+ vehicles. Europe is the secondary market.
How the client met us
Noa Yitzhak, GreenRoad's Head of Marketing, read one of David's LinkedIn posts about AI agents: what an agent can do for a company, and how it gives a team better data and capabilities than it could manage alone. She messaged him, and he replied.
She had read plenty of posts about AI agents and spoken to other providers. She chose Kinetyca because the post felt human and honest, in her words “the one that I felt was not written by AI.” She also wanted a team small enough to be properly on her side when she needed it.
Context
GreenRoad had no in-house content writer and relied on freelancers. Each new writer took months to learn the industry, its jargon and the tone GreenRoad wanted, and they did not always have capacity when the team needed them.
News moved faster than that process. By the time a post about a regulation change, an incident or a competitor's move was written, it was no longer relevant. Keeping track of competitors and what the audience cared about was slow, manual work on top of everything else.
GreenRoad asked Kinetyca to build an AI content and ads engine that its marketing team could run themselves, every week.
What was the problem?
1. Paid ads weren't creating pipeline
None of the leads from Google or Meta ads became a sales-qualified lead. Most were spam, and every ad sent people to the homepage.
2. Low visibility against competitors
GreenRoad had around 6K LinkedIn followers. Its two biggest competitors had 82K and 274K.
3. Content was slow and hard to resource
Freelancers took months to get up to speed, were not always available, and could not turn news around while it still mattered.
4. Content needed a new direction
GreenRoad wanted people-first stories about drivers instead of product-led, data-heavy posts, under strict brand rules that generic AI tools don't follow.
5. Market information was scattered
Competitor activity, GreenRoad's own LinkedIn results and ad performance sat in different places. There was no single weekly view of what was working.
6. It had to run in-house
The system needed to live on GreenRoad's own accounts, inside its Microsoft environment, and meet its IT security standards.