Verkada growth playbook

Switch every webinar page to on-demand automatically the day after it airs: change the label and copy to "Watch the recording", keep a short form (or open the first ten minutes and gate the rest), and send viewers into the webinar follow-up email track with a demo or trial offer. Where there is no recording, redirect to the closest on-demand session for that industry. Remove past-dated live forms from the sitemap until they are converted.

Webinar pages already rank and get linked from emails and events; a recording converts far better than a closed sign-up, and every view becomes a known lead with a topic for sales.

[ ] Label changes to On-Demand the next day
[ ] Copy says "Watch the recording", not "Register"
[ ] Recording embedded (preview open, full gated)
[ ] Form feeds the webinar follow-up track
[ ] Demo or trial offer after viewing
[ ] No recording: 301 to the closest on-demand session
[ ] Past-dated live forms out of the sitemap

• Gating reduces views

  Test an open preview with a gated full recording.

• Old content is out of date

  Retire recordings that show old products.

• Your websiteWebinars, checked October 21, 2026: the English sitemap lists 259 webinar pages. 137 are marked On-Demand, but 75 show a live date that has already passed and 61 of those still show "Sign up for the Webinar", including pages dated as far back as April 8, 2025 ("Intro to Cloud-Based Entryway Security"). On-demand pages keep live-event copy such as "Join us for a live webinar" and "Register today to attend!".Source
• HiringSenior Growth Marketing Manager, Organic and Conversion (posted October 8, 2026; a Growth Marketing Manager version was posted October 6): will "own verkada.com as a revenue engine and the warm email programs that turn interest into pipeline", "build our organic and AI search engine from the ground up", "Own conversion rate across verkada.com, including organic, paid, webinar, and event pages", "Rethink form experiences and conversion paths from first visit to booked meeting", run "webinar and event follow-up" email measured "in meetings and pipeline, not opens", and "Define the conversion events that matter".Source
• HiringLead Field Content Marketer (posted October 20, 2026): "Verkada runs over 500 events a year", including the VerkadaOne user conference; today the team "custom builds a lot of the programming and content ahead of each event"; the hire will create "templatized, reusable content systems", build in "the pre, during and post motions" that move prospects down the funnel, and "Repurpose recorded content".Source
• Your websiteEnglish sitemap (2,340 URLs, checked October 21, 2026): 610 blog posts, 572 product updates, 260 webinars, 254 customer stories and 207 events; it also lists five internal test pages (test webinar pages). /compare compares only Verkada camera models; there are no pages comparing Verkada with Rhombus, Cisco Meraki, Avigilon Alta or Eagle Eye Networks.Source

Add a term switch (1, 3, 5, 10 years) to the pricing page that shows hardware plus license per device and per year, a simple total-cost builder for a site (cameras, doors, sensors), and a "send me this estimate" option that feeds the demo form. Test it against the current page.

Clear total cost removes the first objection, gives sales a qualified estimate, and lets AI assistants answer "how much does Verkada cost" correctly.

• Partners sell below list

  Label prices as list prices and link to partners.

• Your websitePricing page, checked October 21, 2026: 215 items with list prices; product cards show the hardware price and the note "Price includes hardware. Additional license required." (for example the CD22 dome camera at "$799 USD MSRP"). The license prices are in the page's own product data (290 license items) but not on the cards: a camera license is $219 for 1 year, $579 for 3 years, $949 for 5 years and $1,899 for 10 years. The page's HTML alone is 2.4 MB.Source
• HiringSenior Growth Marketing Manager, Organic and Conversion (posted October 8, 2026; a Growth Marketing Manager version was posted October 6): will "own verkada.com as a revenue engine and the warm email programs that turn interest into pipeline", "build our organic and AI search engine from the ground up", "Own conversion rate across verkada.com, including organic, paid, webinar, and event pages", "Rethink form experiences and conversion paths from first visit to booked meeting", run "webinar and event follow-up" email measured "in meetings and pipeline, not opens", and "Define the conversion events that matter".Source
• Your websiteBlog, May 5, 2026: Verkada raised list prices from June 5, 2026 because of "meaningful increases in our costs for AI, memory, and storage, as well as the ongoing impacts of tariffs in the US"; "Previously purchased licenses will not increase in price during their effective term".Source
• Competitor researchRivals' own homepages: Rhombus, "the #1 rated physical security solution for customer satisfaction" with a free trial; Cisco Meraki, "cloud-managed Meraki MV Smart Security Camera system"; Avigilon, "Trusted by 100,000+ organizations" with Alta (formerly Openpath & Ava); Eagle Eye Networks, "AI powered video surveillance & proactive security".See the research Source

Show a lightweight poster image with a play button and load the Wistia player on click; do the same on product and industry pages; defer non-essential third-party tags until after load; cache HTML at the edge to cut the 1.28 s server response.

Passing Core Web Vitals helps rankings for the organic engine Verkada is building, and faster pages lift paid and webinar landing conversion.

• Fewer video plays

  Track plays; a poster with a clear play button usually keeps them.

• PageSpeed testGoogle PageSpeed (October 21, 2026). Real Chrome visitors across verkada.com: the main content appears in 2.6 s (good is 2.5 s or less), so the site fails Core Web Vitals on loading, and the server answers in 1.28 s; taps respond in 154 ms (good). Homepage lab test on mobile: 32 out of 100, main content (a video thumbnail) at 16.8 s, 8.1 MB in 181 requests, of which the Wistia video player is 4.7 MB in 45 requests, about 1 MB of unused JavaScript and 18 third-party services. Pricing page lab score 39 (main content at 9.7 s). The demo page passes for real visitors (1.45 s) but scores 35 in the lab.Source
• HiringSenior Growth Marketing Manager, Organic and Conversion (posted October 8, 2026; a Growth Marketing Manager version was posted October 6): will "own verkada.com as a revenue engine and the warm email programs that turn interest into pipeline", "build our organic and AI search engine from the ground up", "Own conversion rate across verkada.com, including organic, paid, webinar, and event pages", "Rethink form experiences and conversion paths from first visit to booked meeting", run "webinar and event follow-up" email measured "in meetings and pipeline, not opens", and "Define the conversion events that matter".Source
• Your websiteTechnology (programmable.info scan): Next.js on Vercel behind Cloudflare; Marketo, ZoomInfo, Crazy Egg, Microsoft Clarity, Mixpanel, Google Analytics, LinkedIn and Bing ads; certifications include SOC 2, ISO 27001 and FedRAMP; active US federal (SAM) registration; YouTube channel with 285 videos and 4,590 subscribers.Source

Remove test and draft pages from the sitemap, add noindex to any that must stay, and add a publishing check that blocks pages whose slug contains "test" from the sitemap.

A clean sitemap focuses crawling on the pages that convert and avoids odd pages in search results.

• Removing a live page

  Check traffic before removing.

• Your websiteEnglish sitemap (2,340 URLs, checked October 21, 2026): 610 blog posts, 572 product updates, 260 webinars, 254 customer stories and 207 events; it also lists five internal test pages (test webinar pages). /compare compares only Verkada camera models; there are no pages comparing Verkada with Rhombus, Cisco Meraki, Avigilon Alta or Eagle Eye Networks.Source
• HiringSenior Growth Marketing Manager, Organic and Conversion (posted October 8, 2026; a Growth Marketing Manager version was posted October 6): will "own verkada.com as a revenue engine and the warm email programs that turn interest into pipeline", "build our organic and AI search engine from the ground up", "Own conversion rate across verkada.com, including organic, paid, webinar, and event pages", "Rethink form experiences and conversion paths from first visit to booked meeting", run "webinar and event follow-up" email measured "in meetings and pipeline, not opens", and "Define the conversion events that matter".Source

Update the trial page to list every product line, add a trial option for each new line (for example a network speaker kit for Sound Systems) and send trial requests for new lines to the New Products sellers.

Trials turn curiosity into installed hardware, and new lines need their first customers fast.

• Trial units not returned

  Use the existing trial terms.

• Your websiteFree trial page: a 30-day trial with "Brand-new Verkada hardware and/or software", "Free setup support" and "Free shipping both ways"; it describes "Verkada's six product lines", while the site's product menu now lists Video Security, Access Control, Intercoms, Alarms, Air Quality Sensors, Workplace, Security Trailers, Transportation and Sound Systems.Source
• HiringSenior Growth Manager, New Products (posted October 13, 2026): the New Products team "owns go-to-market strategy for each new product line until it 'graduates' by reaching $100M+ in annual sales"; the hire is "the product's CMO" with "dedicated sales and engineering resources".Source
• Your websiteHomepage: "More than 30,000 organizations worldwide trust Verkada"; G2-style scores of 9.6 for ease of use, quality of support and ease of setup; a banner introducing Verkada Sound Systems; six privacy pillars; industry pages for retail, manufacturing, K-12, healthcare, cities and counties, and law enforcement.Source
• Your websiteCustomer stories include Trek Bicycle ("added cloud-managed audio to stores in under 30 minutes"), Valvoline, Check Point, the Miami Dolphins / Hard Rock Stadium and Softcat.Source

After a qualified demo request, show a calendar for the right seller or partner (by region, size and industry) on the thank-you page; send everyone else to an on-demand demo and a trial offer.

Prospects who pick a time themselves show up more often, and sellers get meetings instead of chasing.

• Wrong seller booked

  Use the routing already in Salesforce.

• HiringSenior Growth Marketing Manager, Organic and Conversion (posted October 8, 2026; a Growth Marketing Manager version was posted October 6): will "own verkada.com as a revenue engine and the warm email programs that turn interest into pipeline", "build our organic and AI search engine from the ground up", "Own conversion rate across verkada.com, including organic, paid, webinar, and event pages", "Rethink form experiences and conversion paths from first visit to booked meeting", run "webinar and event follow-up" email measured "in meetings and pipeline, not opens", and "Define the conversion events that matter".Source
• PageSpeed testGoogle PageSpeed (October 21, 2026). Real Chrome visitors across verkada.com: the main content appears in 2.6 s (good is 2.5 s or less), so the site fails Core Web Vitals on loading, and the server answers in 1.28 s; taps respond in 154 ms (good). Homepage lab test on mobile: 32 out of 100, main content (a video thumbnail) at 16.8 s, 8.1 MB in 181 requests, of which the Wistia video player is 4.7 MB in 45 requests, about 1 MB of unused JavaScript and 18 third-party services. Pricing page lab score 39 (main content at 9.7 s). The demo page passes for real visitors (1.45 s) but scores 35 in the lab.Source
• HiringAI Marketing Engineer (London): design "agents, automations, internal tools, and integrations using platforms such as Gumloop, Claude, Workato, Retool"; improve "lead ingestion, enrichment, routing, lifecycle management, consent, and sales handoff"; manage Marketo and Salesforce. Also a Product Manager, Partner Commerce & Ecosystem (posted September 2, 2026).Source

Publish one fair page per rival: architecture, AI features, licensing, hardware range, privacy and certifications, support, and switching help, with dates and sources. Add an "evaluate both" trial offer.

Comparison searches come from buyers late in the decision, and AI assistants use these pages to explain the difference.

• Outdated claims

  Date every page.

• Your websiteEnglish sitemap (2,340 URLs, checked October 21, 2026): 610 blog posts, 572 product updates, 260 webinars, 254 customer stories and 207 events; it also lists five internal test pages (test webinar pages). /compare compares only Verkada camera models; there are no pages comparing Verkada with Rhombus, Cisco Meraki, Avigilon Alta or Eagle Eye Networks.Source
• HiringProduct Marketing Manager and Senior Product Marketing Manager, Solutions (posted October 8, 2026): own "positioning and messaging for 5-7 industries", "competitively differentiated messaging" and assets "that help improve win rates"; plus a Product Marketing Manager, Workplace (September 10) and a Product Marketing Manager, Privacy and Data Security.Source
• Competitor researchRivals' own homepages: Rhombus, "the #1 rated physical security solution for customer satisfaction" with a free trial; Cisco Meraki, "cloud-managed Meraki MV Smart Security Camera system"; Avigilon, "Trusted by 100,000+ organizations" with Alta (formerly Openpath & Ava); Eagle Eye Networks, "AI powered video surveillance & proactive security".See the research Source
• Your websiteTechnology (programmable.info scan): Next.js on Vercel behind Cloudflare; Marketo, ZoomInfo, Crazy Egg, Microsoft Clarity, Mixpanel, Google Analytics, LinkedIn and Bing ads; certifications include SOC 2, ISO 27001 and FedRAMP; active US federal (SAM) registration; YouTube channel with 285 videos and 4,590 subscribers.Source

Pick matched metro pairs, run CTV and out-of-home in half for eight weeks with the same field events in all, and compare branded search, direct visits, demo requests and pipeline.

Hard-to-attribute channels get a clear answer, and budget moves on evidence.

• Noise from big deals

  Use visits and demo requests as early signals.

• HiringSenior Growth Marketing Manager, Upper Funnel (posted October 7, 2026; a Growth Marketing Manager version October 6): test "channels most B2B companies never try, from CTV to audio to billboards", "Build best-fit customer profile and account-list targeting", "Design and read geo-lift tests, holdouts, and conversion lift studies" and "Own key metrics like website visitors".Source
• HiringField marketing hiring: Field Marketing Managers for ANZ (posted September 30, 2026), France, Vancouver and Calgary, Senior Field Marketing Managers, Enterprise in Phoenix and Salt Lake City, and Mid-Market field marketers in the West; the job board lists 13 Field Marketing & Events roles and 20 Channel roles among 326 openings.Source

Build one kit for all events: a pre-event invite track, a scan-to-book meeting at the booth, a 24-hour follow-up email with the session recording and a trial offer, and partner hand-off for local installers.

The same kit raises pipeline per event and saves custom work across 500 events.

• Generic follow-up

  Use the session attended.

• HiringLead Field Content Marketer (posted October 20, 2026): "Verkada runs over 500 events a year", including the VerkadaOne user conference; today the team "custom builds a lot of the programming and content ahead of each event"; the hire will create "templatized, reusable content systems", build in "the pre, during and post motions" that move prospects down the funnel, and "Repurpose recorded content".Source
• Your websiteEnglish sitemap (2,340 URLs, checked October 21, 2026): 610 blog posts, 572 product updates, 260 webinars, 254 customer stories and 207 events; it also lists five internal test pages (test webinar pages). /compare compares only Verkada camera models; there are no pages comparing Verkada with Rhombus, Cisco Meraki, Avigilon Alta or Eagle Eye Networks.Source
• HiringField marketing hiring: Field Marketing Managers for ANZ (posted September 30, 2026), France, Vancouver and Calgary, Senior Field Marketing Managers, Enterprise in Phoenix and Salt Lake City, and Mid-Market field marketers in the West; the job board lists 13 Field Marketing & Events roles and 20 Channel roles among 326 openings.Source
• HiringSenior Growth Marketing Manager, Organic and Conversion (posted October 8, 2026; a Growth Marketing Manager version was posted October 6): will "own verkada.com as a revenue engine and the warm email programs that turn interest into pipeline", "build our organic and AI search engine from the ground up", "Own conversion rate across verkada.com, including organic, paid, webinar, and event pages", "Rethink form experiences and conversion paths from first visit to booked meeting", run "webinar and event follow-up" email measured "in meetings and pipeline, not opens", and "Define the conversion events that matter".Source

Build a short tool: pick state, sector and project type and get matching grant programs, deadlines and a template application, with an offer of help from Verkada or a partner.

It reaches public buyers months before a purchase and gives sales a reason to help.

• Out-of-date deadlines

  Show last checked dates.

• Your websiteFunding help pages at /grants/education, /grants/government, /grants/law-enforcement and /grants/corrections; an alarm sensor calculator; a "Find Local Installers" link in the footer.Source
• HiringProduct Marketing Manager and Senior Product Marketing Manager, Solutions (posted October 8, 2026): own "positioning and messaging for 5-7 industries", "competitively differentiated messaging" and assets "that help improve win rates"; plus a Product Marketing Manager, Workplace (September 10) and a Product Marketing Manager, Privacy and Data Security.Source
• Your websiteHomepage: "More than 30,000 organizations worldwide trust Verkada"; G2-style scores of 9.6 for ease of use, quality of support and ease of setup; a banner introducing Verkada Sound Systems; six privacy pillars; industry pages for retail, manufacturing, K-12, healthcare, cities and counties, and law enforcement.Source

Build an agent that, for each lead, checks company size, sites, industry, existing customer status and local partner coverage, writes a short brief, and routes it to the right seller or partner in Salesforce within minutes.

Faster, better-briefed follow-up raises meeting rates without adding headcount.

• Wrong routing

  Human review on edge cases.

• HiringAI Marketing Engineer (London): design "agents, automations, internal tools, and integrations using platforms such as Gumloop, Claude, Workato, Retool"; improve "lead ingestion, enrichment, routing, lifecycle management, consent, and sales handoff"; manage Marketo and Salesforce. Also a Product Manager, Partner Commerce & Ecosystem (posted September 2, 2026).Source
• HiringField marketing hiring: Field Marketing Managers for ANZ (posted September 30, 2026), France, Vancouver and Calgary, Senior Field Marketing Managers, Enterprise in Phoenix and Salt Lake City, and Mid-Market field marketers in the West; the job board lists 13 Field Marketing & Events roles and 20 Channel roles among 326 openings.Source
• HiringSenior Growth Marketing Manager, Organic and Conversion (posted October 8, 2026; a Growth Marketing Manager version was posted October 6): will "own verkada.com as a revenue engine and the warm email programs that turn interest into pipeline", "build our organic and AI search engine from the ground up", "Own conversion rate across verkada.com, including organic, paid, webinar, and event pages", "Rethink form experiences and conversion paths from first visit to booked meeting", run "webinar and event follow-up" email measured "in meetings and pipeline, not opens", and "Define the conversion events that matter".Source

Tag every story by industry, size, products and outcome, add a filterable library and a results line on each card, and link the three closest stories from each industry and product page.

Peer proof at the right moment raises conversion, and structured stories are easier for AI search to cite.

• Missing results

  Ask customers for one number.

• Your websiteCustomer stories include Trek Bicycle ("added cloud-managed audio to stores in under 30 minutes"), Valvoline, Check Point, the Miami Dolphins / Hard Rock Stadium and Softcat.Source
• Your websiteEnglish sitemap (2,340 URLs, checked October 21, 2026): 610 blog posts, 572 product updates, 260 webinars, 254 customer stories and 207 events; it also lists five internal test pages (test webinar pages). /compare compares only Verkada camera models; there are no pages comparing Verkada with Rhombus, Cisco Meraki, Avigilon Alta or Eagle Eye Networks.Source
• HiringSenior Growth Marketing Manager, Organic and Conversion (posted October 8, 2026; a Growth Marketing Manager version was posted October 6): will "own verkada.com as a revenue engine and the warm email programs that turn interest into pipeline", "build our organic and AI search engine from the ground up", "Own conversion rate across verkada.com, including organic, paid, webinar, and event pages", "Rethink form experiences and conversion paths from first visit to booked meeting", run "webinar and event follow-up" email measured "in meetings and pipeline, not opens", and "Define the conversion events that matter".Source

Write clear answer pages for the top 30 buying questions with facts, tables and dates, link them from pricing and product pages, and check monthly what assistants say about Verkada for each question.

Assistants cite clear, current pages; without them, they quote resellers and rivals.

• Prices change

  Date answers and link to pricing.

• HiringSenior Growth Marketing Manager, Organic and Conversion (posted October 8, 2026; a Growth Marketing Manager version was posted October 6): will "own verkada.com as a revenue engine and the warm email programs that turn interest into pipeline", "build our organic and AI search engine from the ground up", "Own conversion rate across verkada.com, including organic, paid, webinar, and event pages", "Rethink form experiences and conversion paths from first visit to booked meeting", run "webinar and event follow-up" email measured "in meetings and pipeline, not opens", and "Define the conversion events that matter".Source
• Your websitePricing page, checked October 21, 2026: 215 items with list prices; product cards show the hardware price and the note "Price includes hardware. Additional license required." (for example the CD22 dome camera at "$799 USD MSRP"). The license prices are in the page's own product data (290 license items) but not on the cards: a camera license is $219 for 1 year, $579 for 3 years, $949 for 5 years and $1,899 for 10 years. The page's HTML alone is 2.4 MB.Source
• Your websiteBlog, May 5, 2026: Verkada raised list prices from June 5, 2026 because of "meaningful increases in our costs for AI, memory, and storage, as well as the ongoing impacts of tariffs in the US"; "Previously purchased licenses will not increase in price during their effective term".Source

Show relevant new products in Command (for example Sound Systems to retail customers with cameras), with a trial request in one click, and route to the account owner.

Existing customers buy faster and the New Products team needs early revenue.

• Admins dislike ads

  Keep it small and dismissible.

• HiringCompany facts in every job post: "more than 30,000 customers (including 100+ of the Fortune 500), a $5.8B valuation, more than $1 billion in annualized bookings"; "more than 2 million Verkada devices are deployed across 170+ countries".Source
• HiringSenior Growth Manager, New Products (posted October 13, 2026): the New Products team "owns go-to-market strategy for each new product line until it 'graduates' by reaching $100M+ in annual sales"; the hire is "the product's CMO" with "dedicated sales and engineering resources".Source
• Your websiteHomepage: "More than 30,000 organizations worldwide trust Verkada"; G2-style scores of 9.6 for ease of use, quality of support and ease of setup; a banner introducing Verkada Sound Systems; six privacy pillars; industry pages for retail, manufacturing, K-12, healthcare, cities and counties, and law enforcement.Source

Give partners ready kits: co-branded landing pages, email templates, event content from the field kit, and tracked links, with leads shared back.

Partners multiply reach in every region at low cost.

• Partners off-message

  Approved templates only.

• HiringAI Marketing Engineer (London): design "agents, automations, internal tools, and integrations using platforms such as Gumloop, Claude, Workato, Retool"; improve "lead ingestion, enrichment, routing, lifecycle management, consent, and sales handoff"; manage Marketo and Salesforce. Also a Product Manager, Partner Commerce & Ecosystem (posted September 2, 2026).Source
• HiringField marketing hiring: Field Marketing Managers for ANZ (posted September 30, 2026), France, Vancouver and Calgary, Senior Field Marketing Managers, Enterprise in Phoenix and Salt Lake City, and Mid-Market field marketers in the West; the job board lists 13 Field Marketing & Events roles and 20 Channel roles among 326 openings.Source
• Your websiteFunding help pages at /grants/education, /grants/government, /grants/law-enforcement and /grants/corrections; an alarm sensor calculator; a "Find Local Installers" link in the footer.Source

Offer online purchase for small orders (for example up to ten devices) with license term choice and an optional installer from the partner network, while larger orders go to quotes.

Self-serve lowers the cost of small deals and opens a long tail of customers.

• Channel conflict

  Partners install and earn on online orders.

• Your websitePricing page, checked October 21, 2026: 215 items with list prices; product cards show the hardware price and the note "Price includes hardware. Additional license required." (for example the CD22 dome camera at "$799 USD MSRP"). The license prices are in the page's own product data (290 license items) but not on the cards: a camera license is $219 for 1 year, $579 for 3 years, $949 for 5 years and $1,899 for 10 years. The page's HTML alone is 2.4 MB.Source
• HiringAI Marketing Engineer (London): design "agents, automations, internal tools, and integrations using platforms such as Gumloop, Claude, Workato, Retool"; improve "lead ingestion, enrichment, routing, lifecycle management, consent, and sales handoff"; manage Marketo and Salesforce. Also a Product Manager, Partner Commerce & Ecosystem (posted September 2, 2026).Source
• Your websiteFree trial page: a 30-day trial with "Brand-new Verkada hardware and/or software", "Free setup support" and "Free shipping both ways"; it describes "Verkada's six product lines", while the site's product menu now lists Video Security, Access Control, Intercoms, Alarms, Air Quality Sensors, Workplace, Security Trailers, Transportation and Sound Systems.Source

Publish a yearly report with strict aggregation and privacy review, with industry chapters, and launch it at VerkadaOne and in press.

Original data earns press, links and AI citations, and gives every industry team something to send.

• Privacy concerns

  Publish only aggregates with minimum group sizes.

• HiringCompany facts in every job post: "more than 30,000 customers (including 100+ of the Fortune 500), a $5.8B valuation, more than $1 billion in annualized bookings"; "more than 2 million Verkada devices are deployed across 170+ countries".Source
• Your websiteHomepage: "More than 30,000 organizations worldwide trust Verkada"; G2-style scores of 9.6 for ease of use, quality of support and ease of setup; a banner introducing Verkada Sound Systems; six privacy pillars; industry pages for retail, manufacturing, K-12, healthcare, cities and counties, and law enforcement.Source
• HiringLead Field Content Marketer (posted October 20, 2026): "Verkada runs over 500 events a year", including the VerkadaOne user conference; today the team "custom builds a lot of the programming and content ahead of each event"; the hire will create "templatized, reusable content systems", build in "the pre, during and post motions" that move prospects down the funnel, and "Repurpose recorded content".Source

Contact customers 90 days before renewal with a clear comparison of 1, 3, 5 and 10-year renewals, and offer an easy upgrade to longer terms.

Longer terms lock in revenue and protect customers from future increases.

• Seen as pressure

  Lead with savings and no change in features.

• Your websiteBlog, May 5, 2026: Verkada raised list prices from June 5, 2026 because of "meaningful increases in our costs for AI, memory, and storage, as well as the ongoing impacts of tariffs in the US"; "Previously purchased licenses will not increase in price during their effective term".Source
• Your websitePricing page, checked October 21, 2026: 215 items with list prices; product cards show the hardware price and the note "Price includes hardware. Additional license required." (for example the CD22 dome camera at "$799 USD MSRP"). The license prices are in the page's own product data (290 license items) but not on the cards: a camera license is $219 for 1 year, $579 for 3 years, $949 for 5 years and $1,899 for 10 years. The page's HTML alone is 2.4 MB.Source
• HiringSenior Growth Marketing Manager, Organic and Conversion (posted October 8, 2026; a Growth Marketing Manager version was posted October 6): will "own verkada.com as a revenue engine and the warm email programs that turn interest into pipeline", "build our organic and AI search engine from the ground up", "Own conversion rate across verkada.com, including organic, paid, webinar, and event pages", "Rethink form experiences and conversion paths from first visit to booked meeting", run "webinar and event follow-up" email measured "in meetings and pipeline, not opens", and "Define the conversion events that matter".Source

In test metros, run outdoor ads featuring local customers (with permission), linking to their story and a local event.

Local proof stands out and supports field events in the same metro.

• Customer security concerns

  Use only customers who choose to be named.

• HiringSenior Growth Marketing Manager, Upper Funnel (posted October 7, 2026; a Growth Marketing Manager version October 6): test "channels most B2B companies never try, from CTV to audio to billboards", "Build best-fit customer profile and account-list targeting", "Design and read geo-lift tests, holdouts, and conversion lift studies" and "Own key metrics like website visitors".Source
• Your websiteCustomer stories include Trek Bicycle ("added cloud-managed audio to stores in under 30 minutes"), Valvoline, Check Point, the Miami Dolphins / Hard Rock Stadium and Softcat.Source
• HiringField marketing hiring: Field Marketing Managers for ANZ (posted September 30, 2026), France, Vancouver and Calgary, Senior Field Marketing Managers, Enterprise in Phoenix and Salt Lake City, and Mid-Market field marketers in the West; the job board lists 13 Field Marketing & Events roles and 20 Channel roles among 326 openings.Source

Cut each webinar into three to five short chapters by question, publish them on YouTube with links to the full session and a trial, and embed them on matching product and industry pages.

YouTube is a search engine for how-to questions, and short clips bring new viewers to the full recordings.

• Old product footage

  Skip outdated sessions.

• Your websiteWebinars, checked October 21, 2026: the English sitemap lists 259 webinar pages. 137 are marked On-Demand, but 75 show a live date that has already passed and 61 of those still show "Sign up for the Webinar", including pages dated as far back as April 8, 2025 ("Intro to Cloud-Based Entryway Security"). On-demand pages keep live-event copy such as "Join us for a live webinar" and "Register today to attend!".Source
• Your websiteTechnology (programmable.info scan): Next.js on Vercel behind Cloudflare; Marketo, ZoomInfo, Crazy Egg, Microsoft Clarity, Mixpanel, Google Analytics, LinkedIn and Bing ads; certifications include SOC 2, ISO 27001 and FedRAMP; active US federal (SAM) registration; YouTube channel with 285 videos and 4,590 subscribers.Source
• HiringLead Field Content Marketer (posted October 20, 2026): "Verkada runs over 500 events a year", including the VerkadaOne user conference; today the team "custom builds a lot of the programming and content ahead of each event"; the hire will create "templatized, reusable content systems", build in "the pre, during and post motions" that move prospects down the funnel, and "Repurpose recorded content".Source

Publish a customer-facing kit: signage templates, an FAQ for staff and parents, a one-page summary of data use and retention settings, and a guide to privacy features.

It removes a common blocker to expansion and makes privacy a reason to choose Verkada.

• Legal differences by country

  Local versions where needed.

• HiringProduct Marketing Manager and Senior Product Marketing Manager, Solutions (posted October 8, 2026): own "positioning and messaging for 5-7 industries", "competitively differentiated messaging" and assets "that help improve win rates"; plus a Product Marketing Manager, Workplace (September 10) and a Product Marketing Manager, Privacy and Data Security.Source
• Your websiteHomepage: "More than 30,000 organizations worldwide trust Verkada"; G2-style scores of 9.6 for ease of use, quality of support and ease of setup; a banner introducing Verkada Sound Systems; six privacy pillars; industry pages for retail, manufacturing, K-12, healthcare, cities and counties, and law enforcement.Source
• Your websiteTechnology (programmable.info scan): Next.js on Vercel behind Cloudflare; Marketo, ZoomInfo, Crazy Egg, Microsoft Clarity, Mixpanel, Google Analytics, LinkedIn and Bing ads; certifications include SOC 2, ISO 27001 and FedRAMP; active US federal (SAM) registration; YouTube channel with 285 videos and 4,590 subscribers.Source