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
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.