The eMobility Marketing Podcast

Why EV Charging Companies Need to Think Like Media Brands with Diana Cwick

In this episode of the eMobility Marketing Podcast, Theo Reichgelt speaks with Diana Cwick, marketing and operations manager at Revs and host of the Charge Talk podcast, about why EV charging companies need to stop communicating like tech companies and start thinking like media brands. Diana explains why education is still the most critical and most underused growth lever in the industry, and why making your message tangible and relatable matters far more than listing product specifications. She shares how launching Charge Talk opened unexpected doors for her personally and for the Revs brand, why short-form content is now the real entry point for any audience, and how consistent content builds the kind of authority that puts you on a buyer's shortlist before a sales conversation even starts. The conversation also covers the risks of over-relying on AI-generated content, the power of mixing up content formats, and how a podcast episode can double as a sales tool. CHAPTERS (00:02) Why education drives growth in EV charging (02:20) Who needs the most education today (03:44) Why specs alone no longer sell (05:54) What buyers actually care about (07:35) Why Diana started Charge Talk (09:34) How the podcast opened unexpected doors (12:15) What thinking like a media brand looks like in practice (13:40) Short form as the real entry point (15:27) How content builds authority and trust (18:27) Does content actually shorten sales cycles? (23:25) The biggest mistakes companies make with visibility (25:58) AI, video and the future of content in eMobility (31:09) First advice for a CEO wanting more visibility (32:33) Using your podcast as a sales tool Connect with Diana Cwick Podcast: https://www.youtube.com/@chargetalkpodcast LinkedIn: https://www.linkedin.com/in/dianacwick/ Connect with Revs Website: https://www.refuelevs.com Hosted by Theo Reichgelt LinkedIn: https://nl.linkedin.com/in/theoreichgelt Connect with Nexxt Industry Website: nexxtindustry.com For inquiries/sponsoring: email: hello@nexxtindustry.com

How Plugsurfing Turned Specialization into a Competitive Edge with Wilhelm Henriksson

In this episode of the eMobility Marketing Podcast, Theo Reichgelt speaks with Wilhelm Henriksson, Head of Network Strategy and Business Intelligence at Plugsurfing, about how the role of charging platforms is rapidly evolving beyond a simple roaming layer. Wilhelm shares how Plugsurfing made the strategic decision to narrow its focus to managed roaming and APIs, and why that specialization has given the company a much clearer position in an increasingly competitive market. The conversation explores what EV drivers actually care about when choosing where to charge, why price remains the top factor but loyalty is becoming a growing differentiator, and how CPOs can use campaigns, cashback mechanics, and smarter pricing to drive utilization and build brand preference. Wilhelm also looks ahead to a future where proactive, personalized charging suggestions and dynamic pricing will reshape how networks attract and retain drivers, and why making the most of existing infrastructure is the real challenge for the industry over the next three years. CHAPTERS (00:05) How the EV market has changed since 2019 (02:43) Charging platforms beyond the roaming layer (03:05) What drivers actually want when choosing a charger (06:31) Why Plugsurfing chose to specialize (09:17) Is specialization the future of the industry? (11:45) How EV drivers build charging habits (15:25) Using pricing to change driver behavior (17:01) CPO apps vs. third-party platforms (21:44) What managed roaming means for fleets (23:37) Why fleets still need a roaming partner (26:01) Cashback campaigns and utilization results (29:55) Polestar and PowerDot: influencing new EV drivers (33:01) What charging will look like in three years Connect with Wilhelm Henriksson LinkedIn: https://www.linkedin.com/in/wilhelm-henriksson-5372296b/ [https://www.linkedin.com/in/wilhelm-henriksson-5372296b/] Website: https://www.plugsurfing.com [https://www.plugsurfing.com] Hosted by Theo Reichgelt LinkedIn: https://nl.linkedin.com/in/theoreichgelt [https://nl.linkedin.com/in/theoreichgelt] Connect with Nexxt Industry Website: nexxtindustry.com [http://nexxtindustry.com] For inquiries/sponsoring: email: hello@nexxtindustry.com

How Nano Marketing Helps You Win the Deals That Actually Matter with Stewart McKee

In this episode of the eMobility Marketing Podcast, Theo Reichgelt speaks with Stewart McKee, eMobility Director at Ventum Associates, about Nano Marketing, a precision-focused approach designed for companies where growth depends on winning a small number of high-value strategic accounts rather than generating volume leads. Stewart explains why traditional marketing is fundamentally misaligned with enterprise sales cycles and how a different model is needed when one customer can change the trajectory of an entire business. Together, Theo and Stewart unpack how Nano Marketing works in practice: mapping buying ecosystems, influencing decision-making committees, and operating in "dark mode," a non-visible layer of influence that shapes conversations before a formal sales process even begins. The conversation covers when companies should make the shift from broad marketing to account-specific targeting, the role of network access in compressing deal timelines, and why the partnership between Nexxt Industry and Ventum Associates brings a unique combination of marketing execution and global network reach to the eMobility sector. CHAPTERS (00:04) Why traditional marketing fails enterprise sales (01:06) What Nano Marketing actually is (03:08) How it works in practice (04:29) When to shift from market share to account targeting (07:01) Nano Marketing as an additional layer, not a replacement (08:07) Dark mode: the non-visible layer of influence (10:58) Influencing the full buying ecosystem (12:34) Why network access unlocks conversations (16:41) Why now: data, AI, and deal complexity (19:49) Will enterprise marketing become more targeted? (21:57) The one mistake eMobility companies must stop making (25:33) Which companies benefit most from Nano Marketing Connect with Stewart McKee LinkedIn: https://www.linkedin.com/in/stewart-mckee/ [https://www.linkedin.com/in/stewart-mckee/] Website: https://www.ventum-associates.com [https://www.ventum-associates.com] Hosted by Theo Reichgelt LinkedIn: https://nl.linkedin.com/in/theoreichgelt [https://nl.linkedin.com/in/theoreichgelt] Connect with Nexxt Industry Website: nexxtindustry.com [http://nexxtindustry.com] For inquiries/sponsoring: email: hello@nexxtindustry.com [hello@nexxtindustry.com]

Why Human Connection Is the Most Underrated Growth Strategy in eMobility with Elena Ciccotelli

In this episode of the eMobility Marketing Podcast, Theo Reichgelt speaks with Elena Ciccotelli, founder of the EVs for Everyone podcast, about why human connection has become the most powerful and most underused growth lever in the e-mobility industry. Elena argues that the era of spec sheets and environmental messaging is over, and that brands now need to sell identity, belonging, and lifestyle if they want to reach the next wave of EV buyers. She shares why the creator economy is a massive untapped opportunity for e-mobility companies, how brands like BYD, Liquid Death, and Tory Burch are winning by contributing to culture rather than just advertising in it, and why short-form content is no longer just a teaser for long-form but a product in its own right. The conversation also covers the "build it and they will come" trap that many charging operators fall into, the power of niche creator partnerships, and why human taste and authentic storytelling are at a premium in the age of AI. CHAPTERS (00:14) Why human connection sells EVs now (03:01) EV marketing is about identity, not specs (06:27) The B2B human connection in e-mobility (08:45) Treat your company like a media company (13:22) Brands that win contribute to culture (16:52) Podcasts, events, and the creator economy (18:17) The clip is now the product (22:11) Stop selling voltage, start selling a story (25:26) The Red Flats Queen lesson for EV brands (30:58) BYD's restaurant strategy in Singapore (36:22) Road trips, creators, and missed opportunities (39:06) Chinese EV brands and the influencer playbook (41:27) Build it and they will come is not a strategy Connect with Elena Ciccotelli Podcast: https://evs4everyone.com [https://evs4everyone.com]  @evs4everyone45  [https://studio.youtube.com/channel/UC5GZA1yNwQx4UEiwnSLEHag] LinkedIn: https://www.linkedin.com/in/elenaciccotelli [https://www.linkedin.com/in/elenaciccotelli] Hosted by Theo Reichgelt LinkedIn: https://nl.linkedin.com/in/theoreichgelt [https://nl.linkedin.com/in/theoreichgelt] Connect with Nexxt Industry Website: nexxtindustry.com [http://nexxtindustry.com] For inquiries/sponsoring email: hello@nexxtindustry.com [hello@nexxtindustry.com]

Why Distribution Beats Brand Awareness in the UK EV Market with Victoria Hutton

In this episode of the eMobility Marketing Podcast, Theo Reichgelt speaks with Victoria Hutton, Fractional CMO for EV and tech startups in the UK, about what it really takes to win in one of Europe's most competitive electric vehicle markets. Victoria draws on her experience at Polestar and InstaVolt to explain why the era of broad brand awareness campaigns is over and why distribution channels are now the single most important marketing lever for any e-mobility company. She shares why entering the UK EV market today requires a sharp niche, a transparent total cost of ownership offer, and a regional-first growth strategy. The conversation covers the challenges facing charging operators, the power of community building, the right balance between performance and brand marketing, and how AI is changing the way marketing teams work and make decisions. CHAPTERS (00:02) Is the UK EV market still an opportunity? (02:01) Victoria's background: Polestar to InstaVolt (06:35) How hard is it to build a position in the UK? (10:20) Should e-mobility brands focus on education? (12:22) Where companies get their positioning wrong (18:00) Why charging operators are struggling to survive (22:13) Where to start if you build an EV company today (26:24) Go regional before going national (30:27) Bring users on the journey from day one (32:41) Best marketing channels for e-mobility (37:23) Performance vs. brand: how to balance the mix (38:54) How AI is changing marketing in e-mobility Connect with Victoria Hutton LinkedIn: https://www.linkedin.com/in/victoria-hutton [https://www.linkedin.com/in/victoria-hutton] Hosted by Theo Reichgelt LinkedIn: https://nl.linkedin.com/in/theoreichgelt [https://nl.linkedin.com/in/theoreichgelt] Connect with Nexxt Industry Website: nexxtindustry.com [http://nexxtindustry.com] For inquiries/sponsoring: email: hello@nexxtindustry.com [hello@nexxtindustry.com]