Commercial solar: a 12x return, sustained for more than eighteen months
A UK commercial solar provider offering fully funded and capital-purchase systems needed a consistent flow of qualified appointments with businesses that could actually go ahead. Lets Elevate built the list to the sites worth having, put email ahead of the call, and qualified every appointment against the agreed profile. The campaign returned 12x and is still producing qualified appointments more than eighteen months on.
- return on investment
- 12x
- in pipeline
- Multiple six-figure projects
- of consistent qualified appointments
- 18+ months
The client
A UK commercial solar provider selling fully funded and capital-purchase solar solutions to businesses. Named here by sector at the client's request.
The problem
Traditional lead generation was producing inconsistent engagement: prospects whose sites were unsuitable, organisations not ready to buy, and contacts without the authority to decide. Survey time was being spent on sites that would never convert.
What we did
Refined the ideal customer profile. By electricity consumption, roof space, sector, geography and role - targeting managing directors, operations and finance directors and facilities managers at businesses with the consumption and the roof to make solar pay.
Enriched the data. Verified direct emails, phone numbers and LinkedIn profiles for every contact, so the email, the call and the follow-up reached the same person.
Sent the email first. Personalised campaigns on the subjects a commercial energy buyer weighs: cost reduction, energy price protection, ESG obligations, return on investment and power purchase agreement options.
Then qualified by phone. Calls that followed the email, about the prospect's energy challenges, site suitability, existing infrastructure and decision timelines - qualified against the agreed profile before any appointment was booked.
The results
- Return on investment
- 12x
- Pipeline
- Multiple six-figure projects
- Duration
- Consistent qualified appointments sustained for 18+ months, ongoing
- Appointment quality
- Every appointment matched to the agreed ideal customer profile
Return on investment is calculated on the value of business the client reports winning from the opportunities generated, against the campaign fee. Figures as reported by the client.
Why it worked
The list did half the qualification before anyone was contacted. The email meant the call was a follow-up, not an interruption. And the profile meant an appointment was a survey worth doing. None of that is specific to solar, which is why the same sequence produced the technology result on the next page.
If your installers are busy and your next quarter is thin, this is the campaign to talk about.
- Attract
- Engage
- Convert
- Retain
- Grow
- B2B telemarketing
- B2B appointment setting
- B2B email marketing
- Outsourced SDR and business development
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