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
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.
Approach
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.