B2B Communication for: PANION.
E-Mobility on Track: How PANION Strengthened Its Brand in the B2B Sector.
Because the Future of Mobility is Electric.
PANION, a corporate e-mobility start-up by ABB, empowers businesses to transition their fleets to sustainable and cost-effective electric mobility. By offering tailored software solutions and comprehensive consultancy, PANION paves the way for fleet electrification. From the outset, PANION entrusted wob to design and implement the strategic communication and brand positioning for this pioneering company.
The Challenge: Strengthening a Brand for the Big Stage.
To realise PANION’s vision of becoming a global leader in digital fleet management, the company needed a clear and distinctive brand identity—especially in the lead-up to planned product launches. The objective was to position PANION as a reliable partner in e-mobility and establish a communication strategy that would generate awareness, trust, and leads.
Strategy and Implementation: Comprehensive B2B Communication from One Source.
- Brand Identity and Visual Framework: Through workshops with PANION’s leadership, wob developed a striking, differentiated brand identity that clearly positioned PANION and set it apart from competitors.
- Communication Platform and Content Strategy: wob designed a central communication platform and a comprehensive content strategy to authentically convey PANION’s expertise and vision for e-mobility.
- Multichannel Campaigns: Campaigns targeted diverse audiences across DACH, the UK, and the Nordics, leveraging programmatic advertising, paid social media, and search engine advertising (SEA).
- Lead Generation and Awareness: In addition to awareness campaigns, focused lead generation measures established PANION effectively within its target market and consistently delivered qualified leads.
Content Marketing and Market Research: Together with PANION, wob conducted market surveys, providing valuable insights for content creation. These materials were crafted to position PANION as a leading B2B e-mobility expert while addressing the specific information needs of its audience.
Close Collaboration for a Strong Brand.
The partnership with PANION was characterised by close collaboration, laying the foundation for a robust and authentic brand presence. The ongoing coordination with PANION’s team enabled wob to develop tailored solutions to meet the unique demands of the e-mobility sector. Trust in wob’s expertise facilitated PANION’s successful market positioning, establishing the brand as both an innovator and a reliable partner in electrified mobility.
"We are proud to have accompanied PANION from day one on its journey towards the vision of becoming the 'global authority in future digital fleet management' and to have fully contributed our diverse expertise as B2B specialists."
Matthias Specht, Co-CEO and Strategy consultant for PANION, wob AG
A Perfect Launch: The Results Speak for Themselves.
- Increased Website Traffic and Leads: PANION’s product launches were supported by targeted campaigns on platforms like LinkedIn, Xing, and Google Ads, leading to significant growth in website visits and lead generation.
- Successful Brand Positioning: Communication efforts established PANION as a dynamic player in the e-mobility market, boosting the brand’s visibility and credibility.
"Successful marketing is, above all, one thing: teamwork. That's why close collaboration with the wob team was so crucial for us right from the start."
Florian Jurig, Head of Marketing, PANION
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