Wiferion: how a start-up went to market with us

Wiferion makes inductive charging systems for electric vehicles in the field of intralogistics or production, and the cool thing is, we transfer energy magnetically, without contact. Our requirement for the PR and content marketing agency was that they had expertise in the field where we had no expertise. That means they had to give us access to the logistics experts, the technicians, the production departments, the units that ultimately buy our systems. And of course, networking with the logistics press, the trade press, and the technical press is absolutely essential for success.

We first considered how such a strategy could work for a startup entering the market from scratch. We started by defining buyer personas and customer journeys, identifying our target groups, and determining the right messages, in order to ultimately make the right statements for our right target groups. The agency completely surprised us, because we had no idea how difficult it is to find the right arguments for the right buyer personas.

Our contact person supports us in virtually every aspect of content marketing and PR. He even goes a step further, acting as a sparring partner for pitching new ideas, sometimes even unrelated to press coverage. And the cool thing is, you can really feel the expertise. The consultant is more than just an external advisor; he’s practically part of the team. That’s how we realized that additiv is simply the perfect partner for us.

For us, marketing automation means thinking in terms of campaigns. additiv provides us with comprehensive content support. Absolute highlights include white papers and studies, all complemented by blog posts and social media to effectively market everything. One incredibly successful project, for example, was a study we conducted together with additiv, a university, and ourselves as a startup. The results have absolutely exceeded our market expectations and could subsequently be used to generate relevant content for ourselves and to further highlight the topic of wireless charging.

The biggest successes of the collaboration were, of course, winning almost all relevant logistics awards in the industry within the first year of working together in the market. How is this success particularly measurable? Primarily by a rapidly growing lead pipeline. Many of these can be attributed to content marketing or PR activities by additiv.

What does the future hold? More digital formats, more content marketing, and more marketing automation. We are already planning new projects and events, and additiv will always be there to support us. I particularly appreciate their openness, dynamism, and friendliness; it’s a friendship, one has to say. It’s also fair to say that without additiv, we wouldn’t be where we are today: the category leader in wireless charging for intralogistics.