LeadGeniuses are looking at your roof from outer space.
Coordinating across 5 continents, a team of LeadGenius researchers are using Google Earth to identify commercial structures in your city with at least 600 square feet of southern exposure. With the help of LeadGenius’ Lead Cloud, another team of researchers assure accurate contact information for building owners and property managers at each address.
Monday morning, one of the country’s leading solar panel manufacturers will use this information to launch a highly personalized outbound email campaign targeted at over 10,000 businesses in a position to capitalize on New York State’s most recent solar tax incentives.
Quality B2B solar lead generation must go beyond the basics. Company, contact name, job title, address, company size, phone number, and annual revenue are the bare minimum you need to effectively prospect for new customers.
Solar is a noisy industry. New players enter the space every day and pepper consumers with the latest and greatest offers. To cut through the ever-increasing marketing cacophony, selling solar hardware has to be highly-targeted, personalized, and scalable.
Worldwide growth of solar has been hugging an exponential curve for more than two decades. And, it’s not just the Fortune 500 who are on board. Small and medium business who make up the largest chunk of the potential commercial market are also keen on solar.
Awareness is growing as more locations achieve grid parity. All 50 states will have levelized electricity costs that match the grid by 2016.
Companies that reach the market first are locking in customers with decade long warranties. Getting in front of the right clients before the competition can seal a solar provider’s long-term success. Once a customer invests in a highly durable good, it can be quite a while before they go shopping again. Even the best companies that sell the best products will face an uphill battle if they are just a few months late in the game.
This is a race.
Businesses in emerging markets with longer average customer lifecycles cannot sit back and rely solely on inbound marketing to generate sales. The stakes are too high. Inbound strategies take time to get traction. Effective inbound campaigns take planning and internal resources. Without a doubt, inbound should be a key piece of your marketing mix, but most solar providers find that inbound alone cannot satisfy the lead volume they need to hit their growth goals.
The alternative to inbound marketing is to go hunting. Identify your ideal customers. Locate their contact information. Divide your audience into segments that share similar characteristics. Create custom messaging for each. Reach out in a cost-effective way.
A good outbound strategy begins with quality lead generation. You can’t go after everyone at once, nor can you expect to canvas the market and succeed, even if you could. Your audience has to be targeted at your most likely-to-convert customers. The second step is to personalize your messaging. You have to connect with your prospective customers in a meaningful way, right off the bat. Your ability to effectively segment your audience depends entirely on the quality of your data.
Here are 11 key data points you can use to power your next outbound B2B solar campaign:
Areas with high industrial and commercial kWh are a clear target.
Locations with comparatively high costs also make for good audiences to target. No one wants to pay double what their neighbors in the next county pay, even if that’s comparable with the national average.
Eventually, you will end up selling to an area with low commercial electricity costs. You can still use this data point to gain traction by adjusting the message: detail all the reasons the potential customer should switch to solar despite their low utility cost.
Know your market. Small details about how utility companies charge customers can help you demonstrate that you know your audience better than your competitors.
3. Recent Changes In Property Ownership
New property owners are more likely to make a long-term investment in solar.
Put it in terms they understand. Adopting solar today will offset X-amount of your property taxes each year.
Both government agencies and utilities offer a variety of tax credits, rebates and other incentives to support energy efficiency. As soon as a new credit kicks in, you should be communicating with every business that is eligible
6. Areas With Higher Probability Of Power Outages
Business owners care about grid reliability. Blackouts, especially during business hours, can seriously disrupt business. Losing internet can be a death sentence.
7. Total Addressable Market By State
How large is your potential audience?
What is your current market share?
Space heating and air conditioning account for 42% of commercial electricity use.
Wind speed affect PV system performance
11. Political Affiliation
Portions of both the Right and Left have wholeheartedly embraced clean energy. You want to sell to everyone, but you don’t want to sell to everyone the same way.
The challenge for most commercial solar providers is not access to individual data points, it’s collecting and making sense of a jumbled heap of information at scale. Building quality outbound lists is time-consuming. Reps can spend hours wading through spreadsheets and entering data.
Once you are able to efficiently scale your lead generation efforts, the market looks a whole lot greener.
LeadGenius helps business locate the best possible customers in their industry and enrich existing customer records for more efficient marketing and sales.