Every year, EIT InnoEnergy organises The Business Booster (TBB) event to help foster new business opportunities and investments in innovations that will speed up the energy transition. TBB brings together some of Europe’s most promising sustainable energy startups as well as industry, investors and policy makers in the energy ecosystem. In order to ensure consistent growth and impact, EIT InnoEnergy needed to gain a deeper understanding of TBB’s audiences and sharpen the key messages for the event.
We started the project with an in-depth analysis of the event’s audiences from previous years, which indicated clear audience segments, key purchase patterns and potential buyer personas. The next step was to conduct a series of interviews to confirm the buyer personas, analyse the qualitative data and start building the persona profiles. To further validate and complement the persona research findings, we also conducted a survey of EIT InnoEnergy’s relevant segments of the database. Based on all the findings, we developed tailored messages that address the goals and challenges of the different personas.
EIT InnoEnergy now has an in-depth understanding of TBB’s audiences’ backgrounds, goals, challenges, purchase preferences, communication preferences, common objections etc and can easily tailor its content to make sure it resonates with each target group. The key messages concisely explain the value of TBB in addressing each persona’s needs and speak the (potential) customers’ language. In addition, EIT InnoEnergy received a series of strategic action points and content ideas to help boost their marketing efforts for TBB across channels.
Customer journey & website wireframes
Azkua provides coaching programmes and workshops that support professional, purpose-driven women in unleashing their leadership potential and finding more meaning in their jobs. The company needed to optimise their marketing efforts so they could generate, nurture and convert more qualified leads for their programmes. In addition to needing a CRM and marketing automation system, they also needed a strategy and plan for driving effective engagement and conversions.
In order to ensure that Azkua could attract the right leads, engage them and convert them successfully, a customer journey was needed. We started by refining their persona profiles and then organised a series of workshops to brainstorm the content needed to address the goals and challenges of the personas at each stage of the customer journey. Based on the workshops, I helped map and sequence the actions needed to attract, engage and retain the audience across Azkua’s key channels. We then zoomed in on the website part of the customer journey and I helped build wireframes for the pages that would be key for marketing and sales.
Azkua now has a clear customer journey and content plan to build a funnel that attracts qualified leads, nurtures them with tailored content and converts them into long-term customers. The workshops generated strategic content ideas and actions that empathically address the needs of the personas and can help Azkua consistently position itself as a thought leader in its field. The website wireframes ensured that the website structure and content flow are in line with Azkua’s business goals and meet the needs of potential customers wherever they are in the customer journey.