Welcome to the e-Mobility Marketing Podcast. In this episode, Theo speaks with Victoria Ulbricht, an event sales and activation specialist who supports renewable energy and e-mobility companies in turning trade fairs into real sales outcomes.

Victoria breaks down a practical model: start 4–6 weeks before the event with a focused story built around your ICP (ideal customer profile), design a booth element that triggers curiosity and conversations, qualify fast using prepared questions, and close the loop with an immediate, personalized follow-up automation.

This episode is a no-nonsense blueprint for founders, SMEs, scale-ups, and technical teams who want events to function like pipeline engines rather than expensive field trips.

CHAPTERS

Hosted by Theo Reichgelt

Production, Distribution, and Marketing By Massif & Kroo

Website:⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠MassifKroo.com⁠⁠⁠⁠⁠⁠

For inquiries/sponsoring: email: [email protected]

Welcome to the e-Mobility Marketing Podcast! Theo sits down with Maarten Hachmang, founder of LaadpasTop10.nl and curator of one of Europe’s most trusted EV charging price databases.

Together they unpack how pricing, transparency, and reliability shape brand perception for charge point operators—and why a tight, predictable tariff band outperforms “cheapest today.”

Maarten explains how pricing is expectation management, why uptime beats discounts, how ad-hoc QR failures destroy trust, and why MSPs are demand engines rather than margin drains.

From AFIR-driven transparency to BI tools that benchmark tariffs at site level, this episode shows CPOs how to align pricing, maintenance, and communication into a coherent, durable strategy.

If you’re a CPO, EMSP, marketer, or enterprise growth leader, you’ll get a blunt playbook: mitigate extremes, publish the full cost (kWh + start + blocking + VAT), fix maintenance before marketing, and be boringly predictable.

(01:27) Why Maarten built a charging price database

(05:23) How pricing transparency evolved under AFIR

(08:35) Direct pay vs MSPs: who drives demand

(12:12) Price as brand positioning for CPOs

(16:06) What drivers actually care about: location, then reliability

(20:26) The Shell effect: when brand feels expensive

(23:42) Why maintenance matters more than marketing

(28:16) Stable energy markets shrink pricing obsession

(32:16) Price mismatch: app vs invoice explained

(34:40) QR failures and broken ad-hoc charging flows

(40:23) How LaadpasTop10 helps EV drivers choose

(43:48) The BI tool for pricing and station visibility

(45:59) Why dynamic pricing needs clear rules

(50:13) Be boring: mitigate extremes, build trust

(52:12) Stop blaming MSPs—align and improve

(53:56) Where to follow Maarten and explore more

Connect with LaadpasTop10 / Maarten

Website: https://laadpastop10.nl/

Hosted by Theo Reichgelt

Production, Distribution, and Marketing By Massif & Kroo

Website:⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠MassifKroo.com⁠⁠⁠⁠⁠

For inquiries/sponsoring: email: [email protected]

Welcome to the eMobility Marketing Podcast! Theo sits down with Baycho Georgiev, Chief Marketing Officer of AMPECO, one of the world’s leading EV charging management software providers. Together they explore how AMPECO built a global B2B marketing engine powering charge point operators, utilities, and energy companies across more than 50 markets.

Baycho shares how AMPECO scaled its marketing from zero to a global presence—bridging the gap between brand and demand, connecting marketing with sales, and building thought leadership that feels human. He explains why every touchpoint in B2B marketing is both a brand and demand moment, how internal ambassador programs drive trust, and why “taste” is now the most critical skill in content marketing.

From defining marketing success by revenue, to mastering event strategy at the Intercharge Network Conference, Baycho reveals how to build credibility, unity, and measurable impact in a fast-growing but still maturing e-mobility industry.

If you’re a CPO, EMSP, marketer, or enterprise growth leader, this episode offers a masterclass on scaling B2B marketing with precision, authenticity, and long-term vision.

Chapters

00:00 The Cooperative Spirit of the EV Charging Industry

00:52 Introducing Baycho Georgiev & AMPECO’s Global Role

01:39 Building Marketing From the Ground Up

02:58 Hardware vs. Software Marketing in EV Charging

04:18 Building Trust Through Reliability & Unified Experience

07:08 Balancing Lead Generation, Brand, and Growth Stages

10:52 Brand Building Through Thought Leadership

11:45 Turning Every Team Member Into a Brand Ambassador

14:29 Content Creation: Everyone’s a Marketer Now

16:20 The Rise of Taste as a Core Marketing Skill

19:19 Measuring Success: Attribution, Revenue & Impact

22:19 Aligning Marketing and Sales Under One Goal

23:53 Event Strategy: AMPECO’s Platinum Sponsorship at ICNC

27:41 Why Events Combine Brand and Demand Better Than Any Channel

28:10 Knowing When to Invest in Sponsorships

30:28 How to Evaluate Channel ROI and Get Honest Feedback

32:13 Bringing Benchmarks From Other Industries

34:27 Defining Success Metrics & Staying Flexible

36:40 Lessons From 5 Years of E-Mobility Marketing

38:28 Collaboration and Knowledge Sharing Across Markets

39:30 Why North America Lags Behind Europe in Charging Innovation

40:30 Where to Connect With Baycho Georgiev

Website: www.ampeco.com
LinkedIn: AMPECO

Hosted by Theo Reichgelt

Production, Distribution, and Marketing By Massif & Kroo

Website:⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠MassifKroo.com⁠⁠⁠⁠

For inquiries/sponsoring: email: [email protected]

Welcome to the eMobility Marketing Podcast! Gideon van Dijk—CEO and co-founder of ChargeTrip—sits down with Theo to discuss why range anxiety still shapes EV adoption, how routing technology helps overcome driver insecurities, and why charging point operators (CPOs) must shift from a real estate mindset to a customer-first strategy.

From guiding nearly 3 million EV routes this summer to powering routing behind major ecosystems, ChargeTrip’s data provides a unique view into how drivers choose charging stations and what keeps them loyal. Gideon explains why CPO growth often hits a ceiling, how convenience and trust outweigh price, and why one bad charging experience can lose a customer forever.

If you’re a CPO, EMSP, fleet manager, or mobility marketer, this episode will show you how routing and marketing intersect to drive utilization, build loyalty, and accelerate electrification.

Chapters

00:00 Range Anxiety & the EV Puzzle

01:06 What ChargeTrip Does and Why Routing Matters

03:34 Why CPO Growth Hits a Ceiling

06:19 Shifting From Infrastructure to Consumer Focus

07:46 Removing EV Driver Anxieties

10:16 Why Convenience Outweighs Cost

13:09 How Routing Works in Practice

15:28 Planning vs. Real-World Charging Behavior

17:29 Convenience, Trust & the One-Chance Rule

20:25 Turning Routing Data Into Marketing Strategy

22:33 Cost Optimization for Commercial Fleets

24:39 Right-Sizing Batteries with Data

25:54 Fleet Charging Optimization & OPEX Savings

27:53 Why Visibility Is Essential for CMOs

31:57 Marketing, Visibility & Local Trust

33:29 Retail Partnerships and Loyalty Programs

36:21 Why Retailers Will Enter the CPO Space

39:42 The Business Case for Retail-CPO Partnerships

41:24 The Biggest Mistake CPO Marketers Make

Connect with Nexxt Industry

Website: ⁠⁠www.nexxtindustry.com⁠⁠

Linkedin: ⁠⁠Nexxt Industry⁠⁠

Facebook: ⁠⁠Next Industry⁠⁠

Hosted by Theo Reichgelt

LinkedIn: ⁠⁠Theo Reichgelt⁠⁠

Connect with Gideon van Dijk

LinkedIn: Gideon van Dijk

Website: www.chargetrip.com

Production, Distribution, and Marketing By Massif & Kroo

Website:⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠MassifKroo.com⁠⁠⁠

For inquiries/sponsoring: email [email protected].

Welcome to the eMobility Marketing Podcast! Duncan Forrester—former brand leader at Volvo, Polestar, Volta Trucks, Automobili Pininfarina, and McLaren—joins Theo to share his lessons on building trust, crafting narratives, and steering EV startups through today’s toughest challenges.

From luxury EVs to electrified trucks and hypercars, Duncan has helped launch some of the most recognized names in mobility. His biggest insight: startups win not just by creating great products, but by proving, milestone by milestone, that they can deliver. That’s how you earn the trust of investors, suppliers, media, and customers.

We cover why disruption sometimes backfires, the underused power of air pollution as a marketing message, and how policy certainty shapes mainstream adoption. Duncan also reflects on what he learned building Polestar into Tesla’s first real competitor, how to avoid confusing customers with technical jargon, and why startup life—though difficult—is far more rewarding than working in a legacy OEM.

If you’re a founder, marketer, or mobility professional, this episode is a masterclass in building credibility, simplifying the EV story, and creating brands that resonate with real people.

Chapters

00:00 Building Confidence & Credibility

01:06 Finding a Brand’s True Essence

02:08 Outside-In Communication & Truth to Power

03:11 Shocks Moving from OEMs to Startups

05:10 Competing with Giants & Maintaining Credibility

06:17 Lessons from Launching Polestar

08:29 Convincing Investors: Proving Ability to Deliver

10:12 When Disruption Backfires (Volta Cargo Boxes)

12:56 Air Quality as an Untapped EV Narrative

15:47 Barriers to Mainstream Adoption

18:20 Complexity of Powertrain Choices

20:45 Stop Talking Tech—Speak Customer Language

22:05 First Steps for EV Startups Today

24:06 Policy Certainty & the Role of Government

25:44 Most Proud Marketing Project

27:21 Birthday Party Argument for EVs

29:09 Startup Life Lessons & Personal Ownership

31:32 Why Everyone Should Spend Time in a Startup

Connect with Nexxt Industry

Website: ⁠www.nexxtindustry.com⁠

Linkedin: ⁠Nexxt Industry⁠

Facebook: ⁠Next Industry⁠

Hosted by Theo Reichgelt

LinkedIn: ⁠Theo Reichgelt⁠

Connect with Duncan Forrester

LinkedIn: Duncan Forrester

Website: www.rocketeercars.com

Production, Distribution, and Marketing By Massif & Kroo

Website:⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠MassifKroo.com⁠⁠

For inquiries/sponsoring: email [email protected].

Welcome to the the eMobility Marketing Podcast! Scott Murphy—advertising veteran, founder of Clover, and longtime mobility innovator—joins Theo to share how marketing and brand strategy have shaped his journey from New York City mopeds to Valencia’s cycling utopia.

Scott walks us through his winding path: from OpenAirplane’s universal pilot check rides, to Revel’s 7,000-strong moped fleet, to London’s cargo-bike logistics startup Finn. Now with Clover, he’s betting on a subscription-based e-bike model with unlimited battery swaps—designed to remove cost and convenience barriers keeping people from ditching cars.

We dive into why startups must treat marketing as foundational, not an afterthought; how building a waiting list demonstrates traction; and why Clover invested in branding and investor-facing materials from day one. Scott also shares candid insights on his love-hate relationship with agencies, the role of mission/vision/values in shaping a company, and how early scrappy strategies can set a lasting backbone for growth.

If you’re a founder, marketer, or mobility professional, this conversation is packed with lessons on building demand, aligning brand with product, and scaling ideas in a complex, fast-moving industry.

Chapters

00:00 Why Agencies Waste Money

05:14 From Ads to Aviation

10:36 Launching Clover & E-Bikes

16:28 Building Brand Early

18:04 Traction & Investor Demand

24:21 Mission, Vision, Values

30:24 Startup Marketing Basics

32:53 Owned vs Paid Media

36:18 Pro Support Over DIY

Connect with Nexxt Industry

Website: www.nexxtindustry.com

Linkedin: Nexxt Industry

Facebook: Next Industry

Hosted by Theo Reichgelt

LinkedIn: Theo Reichgelt

Connect with Scott Murphy

LinkedIn: Scott Murphy

Website: rideclover.com

Production, Distribution, and Marketing By Massif & Kroo

Website:⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠MassifKroo.com⁠

For inquiries/sponsoring: email [email protected].

How important is design and visuality for your eMobility brand? Tune in to the third episode of the eMobility marketing podcast with guests Valentina Franzi and Merel van Buren, the talented graphic designers from Nexxt Industry's design team!

We speak about:

🎙️ Approaching design in the eMobility sector

🎨 The challenges of creating visuals for a fast-growing industry

🌍 Why great design matters for EV brands

From creating recognizable brand identities to designing user-friendly apps and interfaces, we discuss the unique role of visual communication in shaping your company’s image.

Learn about the ultimate mix of marketing strategies for eMobility companies in the second episode of the eMobility Marketing Podcast.

This is the first -special ICNC24- episode of the eMobility Marketing Podcast. Discover the significance of the eMobility ecosystem and the advantages of collaboration to drive industry growth.