Challenges
As Alectric Renewables aimed to expand its footprint in the competitive Ontario market, the company faced several critical challenges:
- Rapid market penetration. The company needed to establish a reliable marketing channel to quickly increase its presence in Ontario’s diverse and competitive commercial sectors.
- Scalability and opportunity identification. The client also aimed to scale operations and uncover new business opportunities amidst intense market competition.
Solutions
Our team has cultivated a robust portfolio of email campaign types tailored to various business scenarios and ICPs. Recognizing the unique challenges and goals of Alectric Renewables, we moved beyond our standard offerings to develop a highly customized approach:
- Precise targeting. We focused on large commercial buildings like warehouses with 1–2 floors suited for solar installations and reaching out to such decision-makers as VPs, Presidents, CEOs, and Managing Directors. This focus allowed us to discuss the potential impact at the highest company leadership level.
Our primary target was Ontario-based prospects. But things got exciting when a prospect forwarded one of our emails to their corporation in the USA, showing a keen interest in our solutions. The client discovered that their service offering was very competitive in many U.S. markets. This prompted us to expand our campaign in the U.S. - Venue-specific outreach. Initially, we utilized a campaign aimed at manufacturing companies that fall under Class B electricity consumers in Ontario. These companies typically operate large factories and warehouses and are prime candidates for significant energy savings through solar solutions. We started with our usual outreach, but as we gathered feedback and analyzed responses, it was clear the campaign was just okay. It required a more tailored approach to hit the mark.
- Applying personalization to adjust the strategy. In partnership with the client’s team, we refined our methods further. Based on the lead database, the client calculated the sizes of building roofs and assessed their suitability for solar panel installation via Google Maps. This personalized approach allowed us to:
- Identify the most suitable prospects
- Demonstrate the direct benefits prospects could gain from going solar by presenting potential energy outputs and savings calculations.
To create a more direct connection, we included specific details in our emails, such as the prospects' business addresses. We still successfully apply this conceptual campaign since it brings us tangible results.
