About This Project
MIT ranked SunEdison #6 on their list of 50 smartest companies in 2015. As the world’s largest developer of renewable energy plants, SunEdison always has competition nipping at it’s heels. This was especially true in markets where local developers have the upper hand when it comes to relationships and familiarity. SunEdison had to quickly become “data savvy” with it’s targeting and prospecting efforts. The leaders at Boldface crafted a comprehensive marketing strategy, conducting global market, competitor, and pricing research. The information was then synthesized for use in both quarterly market update reports and the build-out of sophisticated data-driven prospecting tools.
Marketing Strategy: Project Highlights
Our marketing strategy focused on multi-variate statistical analysis and applied analytics. We turned databases of properties (targets) and their respective people (prospects) into web-based prospecting tools. Using these tools, we were able to determine which buildings within an ideal market were most likely to benefit from the adoption of renewable energy. This drastically improved efficiency and lead quality. To close the loop, we sourced contact data for the respective decision makers and then crafted online and offline marketing content to attract, educate, convert, and nurture leads. We did this utilizing newly-implemented marketing and sales automation architecture that we both sourced and deployed. We were able to realize an outbound email click-through rate of 2x the industry average, resulting in a multi-million dollar sales pipeline within 12 months.
- Market, competitor and pricing intelligence
- Data-driven prospecting tools
- Sales and Marketing digital architecture (CRM, automation, enablement tools)
- Go-to-market and content strategy
- Digital demand generation and lead capture
A man by the name of William Hazlitt once said “You know more of a road by having traveled it than by all the conjectures and descriptions in the world.” On this project, we learned the road like the back of our hand, and the results speak for themselves.
For more information about SunEdison, click here.