Wirelane
Impact Story: Successfully generating 1,600 leads in 4 months through a carefully coordinated multi-channel campaign.
Wirelane is a specialist in charging infrastructure and e-mobility solutions. The Munich-based company has been focusing on the B2B market since 2016 and aims to connect medium-sized enterprises such as hotels, restaurants or the supermarket next door to a public charging network with specially designed charging solutions for electric vehicles.
Demand was there, and the business was running pretty well. And then it happened: In the summer of 2021, the German government released €300 million in funding to support the installation of publicly accessible, local charging infrastructure. This was the big opportunity for the up-and-coming startup.
Together with andweekly, Wirelane was able to seize this unparalleled opportunity. In just 4 months, the project team was able to boost Wirelane’s brand awareness, launch a campaign tailored directly to the grant program and generate over 1,600 leads.Brand awareness: How do we quickly raise our profile and gain attention in relevant target segments in the B2B environments?
Acquisition of new customers: How do we manage to generate as many new qualified leads for the charging infrastructure as possible in the shortest possible time?
Consistency of systems: How can we manage the success of our campaigns as quickly and transparently as possible without system disruptions and the need for manual reporting?
In 2021, the BMDV, the German Federal Ministry of Digital Affairs and Transport, launched a €300 million funding program for SMEs to advance the installation of publicly accessible charging infrastructure in Germany. Operators of supermarkets, hotels, restaurants, public swimming pools and sports grounds could apply to be reimbursed for up to 80% of their investment incurred to install charging points.
Wirelane recognised that this opportunity would never come round again. Sebastian Bott explains: "80% government investment subsidy? We thought it was pretty unique. But why not make it free of charge for medium-sized companies and thereby make it even more attractive?" Wirelane put together a package whereby the charging station specialist added the missing 20% to the BMDV’s subsidy. What an irresistable offer.
However, there was a catch. The BMDV’s funding was limited to the year 2021. The company’s product, which was not yet widely known, had yet to gain attention in relevant target segments – and time was of the essence.
Founded in Munich in 2016, Wirelane is now one of the industry’s more grown-up companies. The 60+ employees spread across two locations are united by the collective mission to guide people into a more sustainable, emission-free future through smart charging solutions for electromobility.
Founder Constantin Schwaab's company is convinced that e-mobility is the key to a better, greener future. With its charging technology, it wants to make a decisive contribution to the mobility revolution.
After planning, it was on to implementation in record time. andweekly optimised the developed messaging through keyword research and ensured that it flowed into all content such as social media ads, blog posts and white papers.
The content specialists at andweekly set about creating the necessary content in collaboration with Wirelane’s various teams. They create industry-specific white papers on the one hand and use them as lead magnets, while on the other hand, blog articles serve to nurture the generated leads. In all written pieces, a call-to-action was used to invite readers to make an appointment with Wirelane to discuss the funding offer.
At the same time, andweekly set up its social media presence and ran paid campaigns on it. The campaigns on Google, LinkedIn, Facebook and Xing were mapped in HubSpot Marketing Pro, which is integrated with Salesforce.
The campaign connected to the grants has been incredibly successful, enabling Wirelane to capitalise on the momentum of the mobility revolution as the number 1 election campaign issue at that time.
“Thanks to andweekly's extensive HubSpot and marketing experience, we were able to roll out a campaign tailored precisely to the federal government's funding across numerous channels and ultimately submit numerous funding applications together with our customers. The campaign was a resounding success!”
– Constantin Schwaab, CEO of Wirelane
Increased brand awareness: Wirelane has made a name for itself as a charging infrastructure provider and is now the industry's opinion leader.
Leads generated: Paid campaigns on Google, LinkedIn, Facebook and Xing generated more than 1,100 leads within 4 months with an average CPL of about €50. An additional email marketing campaign generated a further 500 leads. New customer business literally exploded.
Success tracking established with Hubspot: Wirelane now has end-to-end reporting available in both HubSpot and Salesforce. With these cleanly set up marketing and sales funnels, Wirelane can easily control future sales initiatives.