Positions & Propositions: differentiating inenco
The brief_
In a saturated energy consultancy market, Inenco was struggling to differentiate its offering effectively.
The Marketing Pod was appointed to review Inenco’s position in the market, with the aim of developing a new customer value proposition and carving out a distinct position in the market.
Our approach_
Pod services used:
Market mapping
Using a market mapping tool, The Marketing Pod was able to ascertain Inenco’s market share, product penetration and value by segment. This helped to define attractive target audiences and prioritise them for growth.
Customer insight
To do a deeper dive into these audiences, we gathered customer insight from a range of sources, including internal workshops with customer-facing teams. The workshop outputs clarified the business’s aspirations for a new brand personality and vision and enabled us to clearly define a target audience.
Analysis
We used the insights we gained to:
Create a bolder, more progressive look and feel for the brand
Define their go-to-market strategy
Develop strategic themes for campaigns
Design ‘battle cards’ with key proposition messages for the sales team
The results_
The wealth of insight gathering, market analysis and customer analysis enabled Inenco to go to market with a clear, yet differentiated, proposition. The marketing strategy and execution was focused, targeted and resonated with the audience, increasing the volume of high-quality leads into the sales pipeline.
"As a market-leading energy consultancy, Inenco really needed to lead the market with our marketing and PR, so we turned to The Marketing Pod for their help. Why? Simple really, because they are undoubtedly the best. Whether it is PR, product, research, event management or digital they have it covered. Each member of the team as well as being great to deal with have a speciality so you get all the benefits of a versatile team with expertise on tap. They don't watch the clock, they get the job done and most importantly they are all genuinely interested in helping our business grow."
- Dave Cockshott, Chief Commercial Officer, Inenco Group