DNV GL is the independent expert in risk management and quality assurance. As much as 70% of its activities are related to providing testing, certification and independent advisory services to the energy industry worldwide. Instatrust – one of DNV GL’s ventures – is a digital marketplace for efficient and transparent trade of renewable power.

'We knew that with Instatrust, we had an innovative and very promising application for cost-efficient procurement of renewable energy for business and industry. But, we also realised that we were lacking in marketing power. We were dealing with a new type of customer in a new market.'

Caroline Kamerbeek

VP Marketing & Communications at DNV GL – Energy

Innovation is key to staying market leader in a rapidly changing, sustainability-focused energy industry. DNV GL’s internal incubator programme encourages employees to pitch innovative ideas that contribute to a safer future based on clean energy. The corporate structure of the DNV GL organisation and the existing workload of the marketing department do not offer the speed and flexibility that promising ventures – resulting from this programme – require to kickstart their operations. For energy venture Instatrust, especially, the need for focus and dedication to get this innovative product to market quick was essential. In fact, speed and effective insights were going to be key to gaining a foothold in a new, yet highly competitive market.

'Without some considerable investments in marketing and communications, there was no way we could get Instatrust out there successfully. Getting in an expert from outside was the obvious way to go. Someone who could break through internal barriers, to bring things up to speed, while bringing with him a fresh, external point of view.'

Caroline Kamerbeek

VP Marketing & Communications at DNV GL – Energy

Create and execute a marketing strategy in line with the growth ambition of the energy venture Instatrust. Maximize the use of existing resources within DNV GL – as well as external contractors – and create cross-departmental synergies. Such synergy will boost internal awareness and enable the venture not only to ride ‘piggy-back’ on corporate, energy-related marketing and communications efforts and events, but also leverage internal expertise and know-how. Marketing strategy is focused on positioning Instatrust as a thought leader and the to-go-to, independent, online renewable energy marketplace. In this way, it is hoped to generate a customer base that will act as flywheel to attract new prospects.

'Thanks to his efforts we expanded our customer base and now have a viable product that is ready to grow.'

Caroline Brun Ellefsen

Global Head of Instatrust, DNV GL - Energy

We first checked in with all internal stakeholders located in four countries. This was done to get a full understanding of the product and the renewable energy market. At the same time, by latching on to existing DNV GL marketing and communication activities, we ensured marketing efforts for Instatrust could be done on the fly. Creating credibility is the primary strategy. This meant doing things such as:

  • Creating synergies across teams with social and cultural differences and ensuring everybody was telling the same thought leadership story. Building on internal know-how, we wrote white papers and blog articles for each stage of the customer journey, and organised workshops and successful webinars.
  • Taking a technical story and turning it into a story that hooks prospects and is picked up by the media (reaching out to 30 million Bloomberg readers).
  • Become visible in the market by making sure Instatrust is present at key industry events. Providing valuable insights, rather than selling Instatrust, in order to capture best quality leads and prospects.

‘Instratrust is everywhere, I just had to know more about it’, was what a new prospect commented. Which is probably the best proof that we did it right. In fact, in a difficult market, creating the trust that leads to a quadrupling of Instatrust’s project volume (from 1 TWh to 4 TWh) in just 3 months’ time, is what dreams (and Instatrust’s success) are made of.

'We needed to bring our voice to the discussion. Yes, we were getting keynote speaker places at conferences, but our aims were much higher. We wanted to create engagement. And through engagement, visibility. We were lucky to get Jorn from Tech to Market on board. His people-centric approach, his ability to speak languages and his energetic dedication helped him to quickly get a sound understanding of the market.'

Caroline Brun Ellefsen

Global Head of Instatrust, DNV GL - Energy



pieces of high quality content generated


events organized


project volume (1 TWh to 4 TWh)


business news readers reached (


a more efficient marketing program

'By quickly picking up on both external and internal dynamics and creating effective marketing campaigns, he managed to position us as the incontestable thought leader when it comes to  the procurement of renewable energy.'

Caroline Brun Ellefsen

Global Head of Instatrust, DNV GL - Energy

Learn more about the project and our workflow. Feel free to contact:


Jorn Smeets

Our client

Caroline Kamerbeek

Case Rockpanel

How Rockpanel made the move towards value adding, data driven marketing.

View case

Case ZENS Wireless Charging

How to drive sustainable online traffic, boost conversion rates and generate more business? B2B Online Marketing for a technology scale-up! Find out how!

View case

Case Philips Innovation Services

Digital Transformation in high-tech B2B. Find out more on how to build a future proof marketing team.

View case

Case Eindhoven365

Maximizing city marketing results with Eindhoven365. Discover how to use buyer personas and customer journey analysis, the right way!

View case

Case Xycarb Ceramics

Marketing and communications in the semiconductor industry. A guide on how to set up in-house marketing support when operating on a global scale.

View case
Created with Sketch.
Created with Sketch.

Contact us

Tell us what's on your mind and we'll be in touch soon!