When a giant enters a new market/
A Fortune 500 company establishes itself as a leader in the battery storage market
Introduction
When the Fortune 500 company Sharp wanted to enter the battery storage market, it targeted C&I clients who had never considered energy storage. Sharp understood that internally it needed to quickly become an industry expert and enter the market from a position of authority.
Client Challenge
Sharp, an electronics giant, was not exactly known for providing energy storage services. When Sharp entered the world of battery energy storage, the industry was new and fast-changing, which presented a challenge for a large corporation that was not used to moving that quickly.
The company ran the risk of building strategies that would be outdated by the time they were implemented.
Mercom Solution
Mercom’s ability to move quickly and nimbly allowed us to launch a digital marketing strategy that kept customers engaged, educated them, and built a sales pipeline.
Other strategies included placing key executives at important conferences and publishing carefully crafted articles.
Results
Within a year, Mercom had built Sharp’s prospect list to 12,000 contacts. That resource allowed the Sharp sales team to shift its focus from lead development to identifying qualified prospects and managing them through the long C&I storage sales cycle.
Strategic ghost-written articles were published in prominent positions, including cover stories in clean energy, financial, and trade media publications read by the target customer demographic.
Sharp established itself as a respected leader in battery storage and is an example of a large corporation successfully adapting to a new market. The storage business unit was eventually acquired.