“The Marketing Pod has produced a well-researched, well-structured and informative document that is clear and easy to follow. As a result, we have been able to use the white paper as a central part of our successful campaign. We’ve already seen a lot of downloads and won our first new client. We were extremely happy with the level of service and support we got from the Pod team and we’re delighted with the outcome.”
Global manufacturing firm
Driving EV charging success for a global industrial manufacturer
The brief
Having identified the perfect key commercial targets for its innovative new electric vehicle (EV) charging software, a major global industrial manufacturing firm reached out to The Marketing Pod. The global technology specialists have been involved in both the hardware and software side of the EV charging market, and were keen to cement their position as thought leaders in this area.
As part of a multi-channel marketing campaign, The Pod experts were asked to create an informative, downloadable white paper to bring the commercial opportunity of EV charge points to life for senior decision makers within energy companies in Germany, the UK, Italy and Austria.
The approach
To make sure the white paper was comprehensive enough to achieve its aims, we set about our research in three key areas:
- The needs and key interests of the target audience.
- The evolution of the EV market as a whole, as well as the four target territories
- The company’s wider offering.
Using the bank of insights and data we had gathered, we were able to tailor the white paper to the reader and structure it around actionable proof points. This made it easy for each target audience to identify and exploit commercial opportunities within their country.
The paper was designed to look professional and be easy-to-read, with infographics and call-outs to help readers find the information they needed as quickly as possible.
We also integrated gentle pushes of the firm’s EV products and experience where appropriate within the white paper, providing useful positioning for their proposition as a desirable partner/solution.
The results
Externally, it has also been well received by the target audience, achieving significant downloads. Additionally, a first new EV client was won by the company within just a few weeks of the report’s publication.
The white paper has become a critical part of the firm’s wider EV campaign, informing other assets such as EDMs, digital ads, and webinars. It has also helped form part of a sales toolkit for the company.
A first new EV client was won
