Company: BIND
Company Type: Public-Private Open Innovation Platform
Sector: Smart Industry, Energy, Health, and Food
Location: Basque Country
BIND is the public-private Open Innovation Platform developed by the Basque Government and Grupo SPRI through the Up! Euskadi platform. This initiative aims to accelerate the development of startups in the Basque industrial ecosystem, promote the digital transformation of companies, and position the Euskadi ecosystem as a hub of advanced industrial entrepreneurship. The platform has three programs focused on connecting startups with large companies, SMEs, and Basque public entities.
The BIND program with large companies has an annual call for startups and performs its scouting during the summer. Since 2016, Zinkup collaborates in this process of startups scouting as well as in the management of communication throughout the year.
BIND’s main communication and marketing objectives for the startup scouting phase are to:
From identifying and tracking high quality startups for the program to communicating BIND’s positioning and brand image to attract and convert startup registrations, Zinkup performs a variety of digital marketing and communications activities to drive quality startup registrations in the BIND program’s call to large corporations.
The main objective of the scouting carried out by Zinkup is to secure quality registrations for the program. First, it is necessary to identify the characteristics that define a quality submission for the client by understanding the needs of the Venture Clients that contribute to the platform.
Once these common traits are identified, Zinkup creates a target audience of contacts that meet the necessary characteristics to participate in the program (MQLs). This research is conducted through searches in startup directories, relationships with collaborators and influencers in the entrepreneurial ecosystem, and recurring communications via social media and newsletters.
For scouting and prospecting, Zinkup conducts video calls and email chains aimed at explaining BIND’s benefits and objectives and generating trust with the contact. Through personalized attention and appropriate follow-up communications, the program obtains a good number of quality registrations.
Startups that meet the program’s criteria are part of a database that receives an email nurturing sequence, consisting of introductory, explanatory, and follow-up emails. These emails allow startups to schedule a call and learn more about the program.
The lead nurturing strategy also includes webinars, online events hosted by Zinkup to explain the benefits of the program to leads. These actions are a good tool to build trust and explain the program, accelerating the registration process.
To achieve the goals of an internationally focused and far-reaching program, Zinkup identifies and coordinates actions with key collaborators who will help achieve the goals and facilitate the program’s entry and positioning in specific countries.
Keeping collaborators informed of the progress of the call through regular meetings and providing updated, personalized, and relevant materials helps to generate applications, increase visibility in other territories, and build relationships with other valuable collaborators.
For a good positioning of the BIND brand, Zinkup is in direct contact with media specialized in innovation and entrepreneurship. These communications in reference media allow to reach new contacts during the scouting period and to consolidate the image of the platform.
In addition, an extensive social media campaign is carried out throughout the call, with constant, attractive content that helps to communicate the benefits of the program. Social media as part of the inbound marketing strategy helps position BIND as a leading open innovation ecosystem.
Thanks to continuous work, BIND’s international positioning and results increase year by year. In the last call, BIND received registrations from 777 startups from 76 countries.
Scouting, direct marketing, lead nurturing, inbound marketing to startups and the target entrepreneurial ecosystem, as well as a constant social media communication campaign that Zinkup runs, have been instrumental in meeting annual scouting goals and strengthening BIND’s brand image.
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MADRID | DONOSTIA-SAN SEBASTIÁN
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