Eneco eMobility is one of the top three service providers in electric vehicle charging in the Netherlands and aims to become a strong European player. During an interim period of 1.5 years, their international B2B marketing strategy was developed, and the brand was strengthened and firmly established.
How do we become a leader in an emerging growth market?
Eneco eMobility has been operating independently since March 2018, as a private limited company under the umbrella of its parent company, Eneco Group. From February 2019 to May 2020, we supported them on an interim basis (32 hours per week) in developing the international B2B marketing strategy, taking into account both communication and sales needs.
The case Eneco eMobility
Eneco eMobility provides reliability when it comes to choosing, installing, and using charging solutions for home, office, and public locations. In doing so, they help their clients seamlessly transition to electric driving with smart, future-proof charging solutions. As a result, their focus is not only B2B but also B2C—B2B2C.
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The great thing about a scale-up is that many things are not yet set in stone. Often, there’s been some thought given to marketing communication, but there isn’t enough time or capacity to tackle it thoroughly. Building an international B2B2C marketing strategy from scratch is exactly what we’re made for.
In broad outline, we achieved the following points:
- Significantly improved collaboration between sales and marketing;
- Resolved identity issues with the parent company;
- Developed a data-driven businesscase for rebranding;
- Developed websites for BE-NL, BE-FR, DE, and NL;
- Developed articles and explainers based on the most common customer questions;
- Strong focus on PR, resulting in executives and managers being invited to participate in panels, interviews, presentations, and podcasts;
- Challenged the BE and DE offices to define their marketing needs;
- Developed an employer branding campaign;
- Created POS materials in consultation with the sales team;
- Co-organized a Partner Event;
- Organized B2B Client Panels with key stakeholders.
Eneco eMobility is currently active in Belgium, Germany, Luxembourg, and, of course, the Netherlands.
