The battery storage sector was just starting to emerge when a Fortune 500 electronics company turned to Mercom to show it how to enter the market from a position of authority and set the tone for industry conversation. At the time, most prospective C&I customers had never considered using battery storage to lower their utility bills and improve the value of their rooftop solar projects. Mercom was just the right team for the job, with its broad expertise in the energy storage market, it knew just how to develop a new customer base from scratch. To do so, it changed notions of the Fortune 500’s corporate expertise and establish its newly formed group as an industry leader.
We seamlessly implemented a strategic public relations plan that raised the group’s profile and established it as an authoritative leader. The work started by implementing a digital marketing program designed to keep customers engaged while simultaneously educating them and building leads for the client. Other key components of the marketing plan included identifying key industry conferences where our client could speak, attend, and exhibit, and securing placement for carefully crafted ghost‑written articles in target industry publications. This lead to prominent articles and cover stories on our client in leading clean energy, financial, and niche media publications read directly by the target customer demographic.
Within a year, Mercom increased the group’s prospect database to over 12,000 contacts and enabled its sales team to shift its focus from lead development to identifying qualified prospects and managing them through the long C&I storage sales cycle. Today, the group is a respected leader in the energy storage space and it continues to rely on Mercom for all of its marketing activity.
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