B2B marketing for renewable energy that reached the right decision-makers

What other businesses can take from this

Companies selling energy systems to businesses face a small market of possible buyers and a decision that involves finance, operations and leadership. Broad advertising reaches mostly people who will never buy, and the few who might are not ready for months. Campaigns judged on quick results get cut before the sales cycle has even started.

Pick the accounts first and the channels second. LinkedIn targeting by named account puts spend in front of the right companies, savings guides give finance and operations people something useful to share internally, and nurture keeps the conversation going through the long decision. Cost per opportunity fell 35%.

This fits B2B firms with a defined list of target companies and sales cycles measured in months.