Portfolio Personas

TBB personas & key messages

TBB by EIT InnoEnergy | Buyer personas & key messages

TBB personas & key messages

Client

EIT InnoEnergy | The Business Booster (TBB) event

Project

Buyer personas & key messages

Marketing palette

Data analysis & audience segmentation

Buyer persona research

Buyer persona profiles

Key messages

TBB personas & key messages

Client

EIT InnoEnergy | The Business Booster (TBB) event

Project

Buyer personas & key messages

Marketing palette

Data analysis & audience segmentation

Buyer persona research

Buyer persona profiles

Key messages

Need

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.

Solution

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.

Results

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.
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Azkua - Customer journey & website wireframes

Azkua | Customer journey & website wireframes

Azkua - Customer journey & website wireframes

Client

Azkua

Project

Customer journey & website wireframes

Marketing palette

Persona definition

Customer journey

Website wireframes

 

Azkua - Customer journey & website wireframes

Client

Azkua

Project

Customer journey & website wireframes

Marketing palette

Persona definition

Customer journey

Website wireframes

Need

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.

Solution

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.

Results

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.

We worked with Laura to streamline Azkua’s marketing processes and define our customer journey. We now have a well functioning marketing automation system that ensures all relevant data goes through one channel. She also helped us identify our client persona and designed our website wireframes, so we can ensure that all our communications address the client base we want to reach. Laura brings a wealth of knowledge with her and her maximising nature will make sure you deliver on the deadlines agreed at the outset.

 

Dovile Corrigan, Strengths Coach & Trainer
Azkua

We’ve had the pleasure of working with Laura to set up our new CRM and email marketing system. Laura is a true expert in her field and easily transported us out of the ”dark ages” to a place where we can now easily measure our client engagement, create tailor-made automations for specific needs, and welcome new joiners to our tribe. Laura reviewed and tested several systems before recommending the one that would suit our needs, budget and future aspirations the very best. She also helped us clarify and sequence our customer journey, generate plenty of ideas for our content strategy, and from there develop the wireframes for our website. Professional, detailed, action oriented and quickly responding to our questions and needs Laura is a true asset.

 

Manuela Damant, Women's Leadership Coach & Trainer
Azkua
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