Customer case: Digital strategy & performance marketing
ChargeNode
Background
The electric vehicle charging company ChargeNode approached Vekst with the goal of connecting with more potential corporate customers. ChargeNode is an innovative green tech company specialising large-scale electric vehicle charging. Their patented charging technology allows multiple cars to share a central charging unit. ChargeNode launched its charging technology in 2020 and primarily targets businesses.
Through search engine marketing and social media, the newly launched brand has successfully generated leads and new business in a cost-effective manner. Large-scale electric vehicle charging is still a relatively new area, and no company is currently dominating the market. This means that a new player like ChargeNode, with the right marketing efforts, now has the opportunity to gain significant market share.
Main challenges
Electric vehicle charging is still a relatively new market. ChargeNode faces the challenge of summarising a complex B2B service in a simple and appealing way that appeals to potential corporate customers.
ChargeNode is a newly launched brand and therefore needs to increase brand awareness to build trust among potential customers. They need to both position the brand and explain the service.
There is high competition, and many players are currently trying to enter the electric vehicle charging field.
Process
Before the campaign launch, a target group analysis was conducted to identify the audience's primary pain points and challenges. A pilot campaign was implemented with advertising on LinkedIn, Facebook, and Google ads. The pilot resulted in an always-on search engine marketing strategy with complementary remarketing on Facebook. LinkedIn, in turn, is an important part of the channel mix for brand-building campaigns.
The result
-
Through ongoing optimisation of both the website and ads, the conversion rate has increased by 144% over a 6-month period compared to the previous period.
-
Through continuous optimisation and evaluation of different strategies, the cost per lead has decreased by 40% over six months compared to the previous period.
-
Search engine marketing was launched for the first time during the pilot campaign and now accounts for over 60% of all form submissions. The channel currently generates the majority of new business for ChargeNode. As a result of the good results, ChargeNode will now implement the same strategy in several countries.
Joakim Blomquist, Head of Marketing
“Vekst is a business partner that has been challenging ChargeNode as an organisation on both a strategic business level and an operational level. Clearly, Vekst has significant experience from understanding B2B operations and driving campaigns focusing on professional customers.”
Key success factors
Close dialogue and ongoing evaluation of results
The quality of the generated leads is continuously evaluated in collaboration with ChargeNode to ensure we reach the right recipients with the advertising. Due to the complexity of the business and often long time spans from first contact to closing a deal, consistent and frequent evaluations have been an important factor for the campaign's overall success.
Education, workshops, and dashboards
When everyone has the same basic understanding of both the business and the results, and has access to the same data, we can make better decisions together for future efforts and investments.
Together with ChargeNode, Vekst has conducted several workshops to discuss the functions of different channels and important metrics in the channels and on the website. At the same time, ChargeNode has provided Vekst with a deeper understanding of their business and customers, which has contributed to the overall strategy. A dashboard has been set up in Google Data Studio for ChargeNode to monitor all efforts in real-time.
Continuous testing of channels and strategies
An agile approach has allowed for continuous testing of new strategies and channels, as well as reallocating the budget based on results. For the search engine marketing ongoing A/B testing has been conducted for different bidding strategies, ad messages, and setups.
For ChargeNode, a "Modern Account Structure" has been a key success factor. We have used broad match on our keywords in combination with target CPA bidding strategy (target cost per conversion). By doing this, we have provided Google's algorithm with more data to work with to identify a relatively narrow and specific target audience, which has been a successful model for cost-effective lead generation and thus for the client's business.