Our agency was approached by a client from the photovoltaic industry, looking for support in achieving an ambitious goal: reaching business customers - business owners who consciously invest in modern and environmentally friendly solutions, such as renewable energy sources. However, his expectations went beyond traditional sales goals. The client wanted to build a strong presence for his brand in the minds of entrepreneurs, while highlighting the benefits of using photovoltaics in business. This project was a demanding challenge that required us to take a comprehensive approach and strategically plan our activities. We knew that our experience in B2B marketing and extensive toolkit would be crucial in achieving the desired results. Full of commitment, we embarked on a process that would not only meet but exceed the client's expectations.

Determine the profile of the ideal customer

The first step on the road to success was a thorough understanding of our client's needs and expectations. It was crucial to create a profile of the ideal audience, which allowed us to precisely select the tools and methods of communication. We began by conducting a detailed market analysis, taking into account both trends in the photovoltaic industry and the behavior and needs of potential customers. In this way, we determined who constitutes the best target group for our client:

• Owners of small and medium-sized enterprises - business managers who seek to optimize operating costs, including electricity costs. Often these are entrepreneurs who understand the need to invest in modern technologies to increase the competitiveness of their companies.
• Industrial and service industries - Such as manufacturers, hotels, restaurants and retail chains. In these sectors, energy consumption is much higher than in other types of business, making photovoltaic solutions likely to yield the greatest savings and quick return on investment.
• Companies located in regions with high insolation - Identifying these areas allowed us to make the campaign even more targeted. In regions where solar insolation is higher, the efficiency of photovoltaic systems is higher, which further increases the attractiveness of investments.
• Decision makers aged 35-55 - the group that most often makes strategic decisions about investments in companies. These are the people who are usually open to innovation and interested in technologies that can improve a company's operational efficiency while helping to protect the environment.

The process of defining the profile of the ideal customer not only helped us better understand who we were targeting with our message, but also enabled us to focus our marketing efforts on a precisely targeted audience. As a result, we were able to design a campaign that was both effective and well-tailored to the specific needs of the B2B market.

Marketing activities 

After carefully determining the target audience, we proceeded to implement marketing activities, focusing on two main channels: email marketing and call center. These two tools allowed us to effectively reach specific customer segments and achieve our goals.

E-mail marketing

Email marketing was the cornerstone of our campaign, as it allows us to precisely target specific audiences, while offering the ability to personalize content. As part of this strategy, we created a series of dedicated campaigns that were both visually appealing and rich in substantive content. These campaigns:

• They educated about the advantages of photovoltaics for business - provided recipients with detailed information on the benefits of investing in renewable energy sources, such as long-term savings, independence from rising electricity prices, and the possibility of taking advantage of available subsidies and tax credits.
• They presented case studies - we presented real success stories of companies that have implemented photovoltaics in their businesses. The case studies showed concrete data, such as the savings achieved, the return on investment and the positive impact on the company's image as an environmental leader.
• They encouraged action - Each email ended with a clear CTA (Call to Action), directing recipients to the client's website, where they could learn more about the offer or contact us directly. We also used campaign performance monitoring tools, which allowed us to optimize content and targeting on an ongoing basis.

Call center

In parallel, we implemented a strategy based on direct telephone contact. We worked with a professional call center team that was experienced in handling business customers. Personalization and a thorough understanding of the target customer's profile allowed the team to successfully complete tasks.

• Personalized calls - The call center operators carefully prepared for each call, so they were able to provide precise information tailored to the specific business of the company.
• Presenting the offer - The talks focused on the key benefits of investing in photovoltaics, such as a quick return on investment and improved energy efficiency for the company.
• Making appointments - The main goal was to initiate direct contact between the potential customer and our client, which enabled further commercial activities.

Thanks to the synergy of the two channels, it was possible to effectively reach both audiences who prefer digital forms of communication and those who expect direct contact. Both tools complemented each other, allowing to maximize the effects of the campaign.

Results of actions

Our marketing campaigns produced results that fully met the client's expectations, while highlighting the effectiveness of the strategies used. As a result of our activities, we achieved:

• 50 thousand sessions in Google Analytics - This impressive number of visits to the client's website demonstrates a significant increase in brand interest among potential business customers. With precise targeting and valuable content, we were able to successfully increase the brand's visibility in the B2B environment. These sessions were no accident - the origin of the traffic indicated that we were reaching the right audience, reinforcing the client's position as an expert in photovoltaics for businesses.
• Conversion ratio (CR) of 0.3% - is a key indicator that shows the effectiveness of the campaign in converting site visitors into potential customers. Achieving this level of conversion translated into 150 potential customers (50 000 x 0,003). These were people already realistically interested in the offer, ready to make further discussions and purchase decisions.

These results were not accidental - they were achieved through a strategic combination of educational and sales activities, which made it possible to effectively interest the audience and inspire their confidence. For our client, this figure meant a solid base of potential contractors with whom he could directly establish business relationships.

In addition to hard data, it is also worth highlighting image effect campaigns. The increase in the number of sessions and the clear interest in the offer translated into the perception of the brand as an innovative leader in the photovoltaic industry. Thanks to well-chosen marketing tools, our client not only gained new potential business partners, but also strengthened its position in the market, becoming a recognizable player in the B2B sector.

Our efforts demonstrated that a well-designed and executed campaign can not only meet its objectives, but also provide additional benefits, such as increased reputation and long-term customer relationships. This was further proof that precise targeting, effective content and a multi-channel approach are key to successful marketing efforts.

Summary 

The case of cooperation with a client from the photovoltaic industry perfectly illustrates how crucial it is to properly select marketing tools and precisely define business objectives. Thanks to the use of a comprehensive approach and a multi-channel strategy, we were able to achieve our goals and deliver measurable results.

A combination of educational activities, such as email marketing, with direct contact implemented by call center, allowed us not only to increase brand recognition among potential customers, but also to deliver valuable leads that have a real chance of turning into long-term business relationships. The results of the campaign - 50,000 sessions and 150 potential customers - are proof of the effectiveness of our proposed approach.

The success of this project consisted of:

• Precise definition of the target group - Detailed market analysis and segmentation allowed us to reach exactly those audiences that were most likely to be interested in our client's offer.
• Effective use of various communication channels - The multi-channel approach made it possible to reach both audiences who prefer digital communication and those who prefer direct contact by phone.
• Working closely with the customer - Constant dialogue and joint prioritization at every stage of the campaign allowed us to adapt our activities to changing business needs and goals.

The results achieved are not only numbers, but also a clear increase in the perception of our client's brand as a leader in the photovoltaic industry. The campaign has built a solid foundation for further activities, attracting new potential customers and strengthening the company's image as an innovative B2B solutions provider.

If you also want to increase your brand awareness, build effective marketing campaigns and reach your ideal customers, we invite you to work with us. Together we will not only achieve your business goals, but also help you stand out in the market and build long-term success. Contact us today and find out how we can help your business grow even faster!