Portfolio Content strategy

EIT InnoEnergy Innovations - Customer Journey

Innovations by EIT InnoEnergy | Customer journey & sales funnel in HubSpot

EIT InnoEnergy Innovations - Customer Journey

Client

EIT InnoEnergy | Sustainable energy innovations

Project

Customer journey & sales funnel in HubSpot

Marketing palette

Customer journey

Sales funnel strategy

Funnel set-up in HubSpot

Email workflows in HubSpot

Marketing and sales reporting

EIT InnoEnergy Innovations - Customer Journey

Client

EIT InnoEnergy | Sustainable energy innovations

Project

Customer journey & sales funnel in HubSpot

Marketing palette

Customer journey

Sales funnel strategy

Funnel set-up in HubSpot

Email workflows in HubSpot

Marketing and sales reporting

Need

EIT InnoEnergy provide a marketplace of innovative and sustainable energy solutions to help companies reach their net zero goals and speed up the energy transition. The company needed a funnel strategy so they could generate, nurture and convert more qualified online leads for their solutions. They also needed to set up the funnel in HubSpot and automate their processes.

Solution

We started by mapping the customer journey for the buyer personas and by creating a step-by-step visualisation of the touchpoints and content that are key in attracting, engaging and retaining EIT InnoEnergy’s audience across channels. We then set up the resulting processes in HubSpot (automated nurturing and sales email workflows; lifecycle stage definition and workflows; lead scoring etc) to effectively drive leads down the funnel. We also set up an analytics dashboard to track the funnel results, including conversion rates from one stage to another and multi-touch revenue attribution reports.

Results

EIT InnoEnergy now has a clear, well-functioning customer journey for its sustainable energy innovations as well as a set of strategic content ideas and actions that address the needs of the personas and help position the company as a thought leader in its field. The sales funnel strategy and HubSpot processes help attract the right leads and consistently nurture them with tailored content so that sales reps can receive an increasing number of truly qualified leads. In addition, lead scoring helps sales reps prioritise their leads based on sales readiness.
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Somaye Dehban - Content project

Somaye Dehban | Strategic content development

Somaye Dehban - Content project

Client

Somaye Dehban | Nexus Strategist

Project

Strategic content development

Marketing palette

Value proposition

Event messaging

Website wireframes and content

Newsletters in HubSpot

Somaye Dehban - Content project

Client

Somaye Dehban | Nexus Strategist

Project

Strategic content development

Marketing palette

Value proposition

Event messaging

Website wireframes and content

Newsletters in HubSpot

550+

people expressed interest in the event within 2 weeks

40%+

newsletter open rates

6%+

newsletter click rates

Need

Somaye Dehban is a Nexus Strategist, Change Leader and Connector. She brings together seemingly unlikely partners to drive sustainable change and helps mission-driven organisations develop practical strategies for SDG impact scale-up. Somaye needed to: 1) define the value proposition for her new business; 2) clarify and tailor de messaging for a strategic event she was going to organise; 3) develop customer-centric content for her new website; and 4) produce a series of newsletters for different target groups.

Solution

After a series of deep-dive sessions to gain an in-depth understanding of the target audience’s challenges and Somaye’s unique approach to addressing those challenges, we distilled the value proposition for her business as well as the overarching message for the event. This gave us the foundation to then tailor the message to her various target groups, develop the website wireframes, write engaging website content and send newsletters that resonate with the audiences’ interests.

Results

Somaye now has a solid value proposition, clear customer-centric website messaging as well as tailored messages per audience, which she can easily re-purpose across channels. The event messaging attracted the interest of 550+ people within two weeks. The email campaigns generated open rates of 40%-50% and click rates of 6%-11.5%. Somaye can also save time on future campaigns by making use of the email templates created for this project.

Laura is the manifestation of “Integrity”! Everything she does is absolutely the top quality that one can expect. She always – always – goes the extra mile to provide the best service for her clients. She is very knowledgeable in the domain of purpose-driven marketing and I am extremely grateful to have had her as my marketing advisor. I highly recommend Laura for any purpose-driven enterprise.

 

Somaye Dehban, Nexus Strategist & Change Leader
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SkillCharge project

SkillCharge Enterprise by EIT InnoEnergy | Product launch & marketing automations

SkillCharge project

Client

EIT InnoEnergy | SkillCharge Enterprise

Project

Product launch & marketing automations

Marketing palette

Value proposition

Website content: strategy, design and copy

Event marketing

Email marketing

LinkedIn ads

HubSpot workflows

SkillCharge project

Client

EIT InnoEnergy | SkillCharge Enterprise

Project

Product launch & marketing automations

Marketing palette

Value proposition

Website content: strategy, design and copy

Event marketing

Email marketing

LinkedIn ads

HubSpot workflows

5x

more webinar participants than initial target

45%

email open rates

5%

email click rates

3%

lead to opportunity conversion rate

Need

EIT InnoEnergy needed to launch its new AI-powered platform, SkillCharge Enterprise, and get the attention of team leads and HR professionals in the energy sector. SkillCharge Enterprise allows energy companies to easily map the skills of their staff, identify skills gaps based on trends in the sector and provide tailored course recommendations for their employees.

Solution

I helped the SkillCharge team craft a value proposition for the new product, create online content that highlights the needs the platform addresses and the unique value it provides, and organise a topical webinar for the launch (on the use of AI for talent management in the energy sector). To promote the webinar, I used highly tailored email marketing, social media, LinkedIn ads and blogging. Following up on the webinar, I put together an email marketing automation aimed at encouraging participants to book a tailored demo of the platform.

Results

The webinar attracted about five times more participants than the initial target, the emails sent had open and click rates substantially higher than industry benchmarks (on average, 45% and 5%, respectively), and the conversion rate from lead to opportunity was 3%. In addition, SkillCharge now has the key messages, online content and digital processes in place to keep generating qualified leads.
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Akvo Foundation

Akvo | Marketing & content strategy

Akvo Foundation

Client

Akvo

Project

Marketing & content strategy

Marketing palette

Marketing strategy

Personas and key messages

Customer journey

Content strategy

Website revamp

Online campaigns

 

Akvo Foundation

Client

Akvo

Project

Marketing & content strategy

Marketing palette

Marketing strategy

Personas and key messages

Customer journey

Content strategy

Website revamp

Online campaigns

1700+

New online leads

27%+

Email campaigns open rate

2mln+ euro

Sales from online leads

Need

Akvo helps governments and non-governmental organisations unlock the power of data for sustainable change. The company needed to generate more qualified leads, boost business development and kick-start more projects in key sectors. In order to achieve this, Akvo needed a more strategic approach to marketing and a stronger alignment between marketing and sales.

Solution

I developed a marketing strategy primarily focused on inbound marketing principles. This included defining Akvo’s buyer personas, developing marketing messages, optimising its customer journey and supporting a full website revamp. I also implemented the HubSpot system to bridge marketing and sales. In addition, I laid the foundation for Akvo’s Data Journey blog and put together a content strategy that addresses the goals and challenges identified during the persona research phase and is key in lead generation and nurturing campaigns.

Results

In less than two years, the new practices resulted in 1,700+ qualified online leads and over €2mln in sales from online leads. In addition, Akvo now has a more strategic and structured approach to marketing, a clear understanding of its customers’ journey and a value proposition that better resonates with its customers’ needs and goals.

Laura is one in a million. I have never encountered a person with her unique mix of high-level strategic thinking and brilliantly detail-oriented executive skills. Laura is creative, determined and enthusiastic as well as a great sparring partner whose solid and thoughtful advice is to be taken seriously. She can navigate complex situations and deliver on a project against all odds. I always trusted her to pick up and enrich the brief on the fly and make things happen. Usually exceeding expectations, she was ahead of the curve in bringing innovation when the organization most required it. During her time at Akvo, Laura improved our marketing efforts enormously. Thanks to her, we’ve been able to roll out consistent marketing campaigns and generate qualified leads like never before. She used her creativity, intelligence, abundance of energy and entrepreneurial drive to make a marketing strategy that worked, brought results and hit the bottom line.

 

Alvaro de Salvo, Head of Marketing & Communications
Akvo
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Beyond Borders Media

Beyond Borders Media | Content creation & LinkedIn advertising

Beyond Borders Media

Client

Beyond Borders Media

Project

Content creation & LinkedIn advertising

Marketing palette

Content creation for blog and newsletter

LinkedIn message ads

Beyond Borders Media

Client

Beyond Borders Media

Project

Content creation & LinkedIn advertising

Marketing palette

Content creation for blog and newsletter

LinkedIn message ads

53%

LinkedIn message ads open rate

28%

Newsletter open rate

About the project

In June 2017 I managed a month-long campaign for Beyond Borders Media (BBM), an international communication agency for aid, travel and adventure. The campaign was aimed at raising awareness about BBM’s work and expertise in the aid sector.

With that goal in mind, I wrote two blog pieces for the company’s newsletter and produced a series of LinkedIn message ads targeted at relevant professionals in the sector. The blog content was of particular interest in the ads and attracted attention from management-level professionals working in sales, business development, and media and communication in nonprofit organisation management and government administration.

Check out the blog posts:

•  8 sure-fire tips to take your NGO’s marketing to the next level 
•  11 storytelling strategies that will boost your NGO’s fundraising

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SNV campaigns

SNV Netherlands Development Organisation | Online campaigns

SNV online campaign

Client

SNV Netherlands Development Organisation

Project

Online campaigns

Marketing palette

Content strategy

Social media

Email marketing

Web analytics

SNV online campaign

Client

SNV Netherlands Development Organisation

Project

Online campaigns

Marketing palette

Content strategy

Social media

Email marketing

Web analytics

15%

increase in monthly visits

80%

decrease in bounce rate

15%

increase in monthly unique visitors

45%

increase in number of pages/visit

SNV campaigns

About the project

In my 1.5-year role as Global Marketing & Communications Advisor at SNV Netherlands Development Organisation, I initiated and managed online campaigns to strengthen the organisation’s thought leadership around key products. The campaigns helped position SNV around certain topics, boost visibility and drive engagement among target donors. Campaigns I managed included: COP22/climate action; gender equality; health; youth employment; ending energy poverty and more.

•  Developed an editorial calendar based on the marketing plan, the Sustainable Development Goals, key events and relevant international days. This brought focus and consistency in communications.
•  Identified themes to focus on.
•  Mobilised content around key topics.
•  Wrote and edited blog posts around key topics (eg. Looking back at 2016 | Working towards SDG3: healthy lives and well-being for all | Providing youth with concrete employment perspectives | The power of dialogue in accelerating gender equality).
•  Managed social media campaigns.
•  Produced newsletters to support the campaigns (eg. COP22 newsletter | January 2017 newsletter).
•  Adapted the website to effectively showcase the campaigns and trigger engagement.
•  Integrated findings from the web analytics.

Online campaign SNV
38%

increase in number of LinkedIn followers

94%

increase in LinkedIn engagement

38%

increase in number of Twitter followers

220%

increase in Twitter engagement

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Digital Strategy SNV

SNV Netherlands Development Organisation | Digital strategy

Digital Strategy SNV

Client

SNV Netherlands Development Organisation

Project

Digital strategy

Marketing palette

Web analytics

Content strategy

Marketing strategy

Website revamp

Social media

Email marketing

Digital Strategy SNV

Client

SNV Netherlands Development Organisation

Project

Digital strategy

Marketing palette

Web analytics

Content strategy

Marketing strategy

Website revamp

Social media

Email marketing

SNV online campaigns

About the project

As Global Marketing & Communications Advisor at SNV Netherlands Development Organisation, I drew up the organisation’s digital strategy for its 26 country offices. The strategy is based on a website and social media audit I conducted, is aligned with SNV’s marketing strategy and includes thorough guidance on how to strengthen SNV’s digital presence. It also outlines ways in which SNV staff worldwide can effectively contribute to online initiatives and provides guidelines to ensure content quality and consistency across all SNV’s digital channels in the 26 countries. The strategy is key in:

•  Cultivating relationships with key donors and partners through engaging online content.
•  Effectively promoting SNV’s products, programmes and publications across digital channels where donors are present.
•  Positioning SNV as thought leader in its relevant sectors and as key contributor to the Sustainable Development Goals through online campaigns.
•  Strengthening the SNV brand by ensuring a cohesive tone and voice across the organisation.

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SNV website revamp

SNV Netherlands Development Organisation | Website revamp

SNV website revamp

Client

SNV Netherlands Development Organisation

Project

Website revamp

Marketing palette

Website strategy & structure

Project (website revamp) management

Web analytics

Content strategy

Marketing strategy

SNV website revamp

Client

SNV Netherlands Development Organisation

Project

Website revamp

Marketing palette

Website strategy & structure

Project (website revamp) management

Web analytics

Content strategy

Marketing strategy

15%

increase in monthly visits

80%

decrease in bounce rate

15%

increase in monthly unique visitors

45%

increase in number of pages/visit

SNV website

About the project

As Global Marketing & Communications Advisor at SNV Netherlands Development Organisation, I initiated and managed a major website revamp in order to improve the user experience, increase engagement and return rates, better showcase SNV’s impact, boost the organisation’s thought leadership around key products and decrease website costs in the long run.

I conducted a website audit, identified bottlenecks, developed user stories and wireframes for new functionalities and worked closely with web developers on the implementation. The end result was a dynamic, engaging and flexible website, supporting SNV’s business objectives. New functionalities ensured:

•  A focus on campaigns and important calls to action.
•  Extra visibility for news, blogs, social media updates, multimedia, new publications –based on specific campaigns.
•  More exposure for SNV’s multitude of activities (through project updates, infographics, social media integration, videos).
•  Support for boosting thought leadership around key products (through regular fresh content, extra exposure, infographics, calls to action).
•  A more intuitive user experience (through consistency, better search functionality, clearer and engaging language, prioritisation of content based on web analytics).
•  A more flexible content management system.

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Dutch Spark flyers

Dutch Spark for Clean Cooking Solutions | Event marketing

Dutch Spark flyers

Client

Dutch Spark for Clean Cooking Solutions

Project

Event marketing

Marketing palette

Content strategy

Marketing materials

Social media marketing

Dutch Spark flyers

Client

Dutch Spark for Clean Cooking Solutions

Project

Event marketing

Marketing palette

Content strategy

Marketing materials

Social media marketing

Dutch Spark presentation

About the project

As Marketing & Communications Advisor for the Dutch Spark for Clean Cooking Solutions, I managed the project’s event marketing at the 8th International Primary Care Respiratory Group conference in 2016. As part of the initiative, I organised a conference session and created a series of promotional materials to showcase the goals and results of the project (flyers, presentation, session description). As a result, the project sparked the attention of healthcare professionals working on respiratory issues in developing countries.

Worldwide, almost 3 billion people rely on traditional cookstoves and open fires to cook and heat their homes, facing multiple health risks such as injuries and serious respiratory illnesses. Under the umbrella of the Global Alliance for Clean Cookstoves, the Dutch Spark for Clean Cooking Solutions is a coalition committed to providing clean cookstoves for 50 million people in developing countries.

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HUTAC website

Huygens Talent Circle (HUTAC) | Website revamp

HUTAC website

Client

Huygens Talent Circle (HUTAC)

Project

Website revamp

Marketing palette

Website strategy & structure

Project (website revamp) management

Website content

Marketing automations

Marketing strategy

Content strategy

HUTAC website

Client

Huygens Talent Circle (HUTAC)

Project

Website revamp

Marketing palette

Website strategy & structure

Project (website revamp) management

Website content

Marketing automations

Marketing strategy

Content strategy

HUTAC events system
HUTAC marketing strategy

About the project

As a Board member and Marketing Strategist at Huygens Talent Circle (HUTAC), I developed a new website to support the organisation’s member engagement and recruitment objectives. The end result was a dynamic website with a fresh and modern look, an improved user experience and a host of interactive features to reflect the organisation’s vibrant community.

•  Developed the website strategy, user journeys and structure.
•  Designed the website in WordPress from scratch.
•  Wrote all copy, including the value proposition and developed all visuals and infographics. Gathered testimonials.
•  Ensured social media and Mailchimp integration.
•  Developed a blog and kick-started blogging.
•  Worked closely with a web developer to design a member center with a search functionality and an event registration system based on a two-tier membership model.
•  Performed the testing of all new functionalities to ensure a good user experience.
•  Launched the website at HUTAC’s annual conference and online, through the blog, newsletter and social media.

HUTAC events system
HUTAC marketing strategy
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