Regardless of being in a mature business with confirmed know-how, drone corporations are allocating extra sources to discovering prospects than the rest. The numbers reveal why they’re spending large cash on good advertising — and it’s not what you’d anticipate.
Advertising and gross sales has persistently claimed the most important share of drone corporations’ sources for years— and in 2025, it nonetheless instructions 29% of all useful resource allocation. That’s in line with the World State of Drones 2025 report from drone market analysis firm Drone Trade Insights. Their report surveyed almost 800 folks throughout 87 in mid-2025 through on-line survey. It discovered that advertising and gross sales budgets amongst drone corporations “has remained steady at slightly below a 3rd” for years, with solely a slight 2% decline in 2025. That’s the only biggest space that drone corporations are allocating sources,
With regards to general useful resource allocation, software program improvement is available in second at 19%, {hardware} improvement at 16%, workers improvement at 15% and funding at 16%. Nonetheless, no different class comes near advertising’s dominance.
It doesn’t matter what sort of drone firm you have a look at — whether or not it’s a {hardware} firm, a software program firm or a drone service supplier — they’re all spending a great chunk of their cash on advertising and gross sales. (Software program corporations are the one sort of drone firm that spend extra money on product improvement than on gross sales and advertising).
This might sound odd for a know-how business. Shouldn’t drone corporations be specializing in making higher drones? Or flying extra flights? The persistent precedence on gross sales and good advertising reveals one thing basic in regards to the business drone business: the issue isn’t convincing folks drones work. It’s convincing them to really purchase.
The shopper acquisition disaster within the drone business
Advertising’s dominance makes extra sense whenever you have a look at the challenges dealing with the business. Shopper acquisition — discovering shoppers and shutting contracts — ranks because the second-biggest problem dealing with drone corporations in 2025, proper behind regulatory obstacles, DII’s survey discovered.
Regulatory challenges are largely outdoors corporations’ management — you possibly can foyer and advocate, however in the end aviation authorities set the foundations. Shopper acquisition, in the meantime, is theoretically inside corporations’ management. But it’s proving almost as troublesome.
The survey reveals that “buyer acceptance” stays one of many important issues within the drone enterprise. Regardless of years of confirmed outcomes, profitable case research and technological enhancements, getting prospects to decide to drone options stays stubbornly troublesome.
Why gross sales is so exhausting
The problem in buyer acquisition displays a number of interconnected components:
Enterprise gross sales cycles are lengthy: Drone options typically require approval from a number of departments — operations, security, authorized, procurement, IT. Every stakeholder has totally different considerations and priorities. A drone service supplier would possibly spend six to 12 months nurturing a relationship earlier than closing a deal.
Resolution-makers are conservative: The folks with price range authority are sometimes the least acquainted with drone know-how. They’re making selections primarily based on danger avoidance reasonably than alternative maximization. “We’ve at all times completed it this fashion” stays a strong pressure.
Proving ROI takes time: In contrast to client merchandise the place the worth is quick and apparent, enterprise drone options require demonstrating return on funding. Which means pilot initiatives, knowledge assortment, evaluation and comparability to current strategies earlier than a full dedication.
Competitors from conventional strategies: Drones aren’t simply competing in opposition to different drones—they’re competing in opposition to established practices. A building firm contemplating drone surveying isn’t selecting between DJI versus Autel; they’re selecting between drones and the surveying crew they’ve used for 20 years.
What “advertising and gross sales” truly means
What does this class include anyway? Advertising and gross sales encompasses a spread of focus areas, together with:
Direct gross sales groups: Individuals whose job is to establish potential prospects, make contact, give shows, negotiate contracts and shut offers.
Advertising content material: Case research, white papers, weblog posts, movies and different content material designed to show functionality and construct credibility. Public relations and dealing with media requests additionally falls into this bucket. And hey, contact me if you wish to work with TheDroneGirl on advertising your product or need assistance along with your PR!
Commerce exhibits and occasions: Sales space charges, journey prices, demo tools and personnel time at business conferences and commerce exhibits.
Web site and digital presence: search engine optimization optimization, paid promoting, social media administration and web site improvement.
Proposals and pilots: The appreciable time and sources spent creating proposals, conducting pilot initiatives and proving worth to potential prospects.
Buyer relationship administration: Instruments and personnel to trace leads, nurture relationships and handle the pipeline.
Take into account what a drone service supplier is definitely promoting. It’s not simply “we’ll fly a drone over your website.” It’s “we’ll change the way you gather knowledge, combine along with your current workflows, practice your workforce and ship insights that enhance your decision-making.” That’s a posh worth proposition requiring schooling, trust-building and proof.
Evaluate this to promoting, say, accounting software program. The worth proposition is evident, the workflow integration is known and the ROI is measurable. Drone options are nonetheless explaining the why, not simply the how.
How drone companies ought to take into consideration good advertising
For corporations constructing drone companies, the useful resource allocation knowledge (and the emphasis compaines are placing on good advertising) gives necessary classes:
Finances realistically for gross sales: Should you’re a service supplier, plan on spending no less than a 3rd of your sources on good advertising and gross sales. Corporations that underbudget right here battle to amass prospects and fail regardless of having good know-how.
Deal with demonstrable ROI: Since gross sales cycles are lengthy and proof is required, having clear, quantifiable ROI tales turns into important. “Cool know-how” doesn’t shut offers; “we saved this buyer 40% on inspection prices” does.
Take into account partnerships: The excessive price of direct gross sales is why partnerships with established gamers might be engaging. Let somebody with current buyer relationships deal with gross sales when you concentrate on supply.
Select markets fastidiously: Some industries and purposes have shorter gross sales cycles than others. Development and agriculture are usually extra receptive than authorities companies or utilities.
Put money into good content material: Case research, white papers and academic content material do double obligation — they set up credibility and reply questions that prospects have throughout lengthy analysis durations. Should you don’t wish to publish by yourself website, attain out to me, as I would be capable of assist!
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