How energy and utility companies can future-proof their marketing strategy
We’ve written a number of blog posts in the last few years on how technologies such as artificial intelligence (AI) are changing the world of B2B marketing. But it’s not just our industry that is seeing huge changes. We’ve followed as our clients in the energy and utilities sector have undergone a seismic shift, driven by both technologies such as AI and the Internet of Things (IoT), and the increasing push towards sustainability.
So, how can B2B marketers in the energy and utilities industries keep up with these changes, adapt their strategies and stay competitive?
Embracing AI and automation
AI is transforming how energy companies manage resources, reduce costs and enhance efficiency. But what does this mean for marketers in the sector?
AI allows marketers to personalise content, automate lead generation and analyse customer data more effectively than ever before. For instance, AI-driven analytics can help identify patterns in customer behaviour, allowing them to tailor campaigns more precisely. Personalised email marketing campaigns, chatbots for customer service, and AI-powered content creation tools are becoming standard practices for forward-thinking marketers in the sector.
How to adapt:
Invest in AI tools: Start incorporating AI into your marketing strategy by using tools like predictive analytics software or AI-driven content generators. This will help streamline operations and make your campaigns more relevant to your audience.
Optimise your customer relationship management (CRM) system: Integrating AI into your CRM system can help automate lead nurturing, allowing your team to focus on high-value prospects while AI handles the more repetitive tasks.
Explore automated advertising: Programmatic advertising uses AI to automatically buy digital ad space, targeting the right audience at the right time. This is especially useful for reaching decision-makers in the energy sector.
The rise of the IoT in energy and utilities
The IoT is revolutionising the energy and utilities industry by connecting devices, machinery and systems to gather real-time data. IoT-connected devices allow for smarter energy management, predictive maintenance, and improved customer service through enhanced monitoring. The industry is rapidly moving towards a more connected and data-driven future, making the IoT an essential focus for B2B marketing strategies.
With IoT-enabled devices and sensors becoming standard, your customers are collecting more data than ever. This means they are looking for solutions that help them interpret and leverage this data efficiently. Here’s where your marketing strategy can make an impact.
How to adapt:
Highlight data solutions: If your products or services help companies manage IoT data, make this a central part of your marketing messaging. Use case studies and customer success stories to demonstrate how your solutions help clients maximise the potential of their IoT investments.
Content marketing focused on the IoT: Thought leadership around the IoT is a growing content area. Publish articles, whitepapers and videos that explore the intersection of the IoT and energy efficiency. This will position your brand as a knowledgeable partner in an increasingly tech-centric industry.
Use account-based marketing (ABM): With the IoT driving industry change, ABM can be a powerful tool to target key accounts. Tailor your messaging to address the specific IoT-related challenges your prospects face, offering tailored solutions that align with their goals.
Sustainability: a growing priority
Sustainability is no longer just a buzzword, but a core objective for many energy and utility companies. The Government and consumers alike are demanding greener, more sustainable energy solutions. For marketers, this shift towards sustainability presents both challenges and opportunities.
In the world of B2B energy, companies are not just looking for energy providers – they want partners who can help them reduce their carbon footprint, adopt renewable energy and manage energy consumption more efficiently. As a B2B marketer, one of your tasks is to align your messaging with these goals, demonstrating how your solutions contribute to a more sustainable future. But you also need to ensure your messaging stands out in a world where everyone says sustainability is “at the heart of everything we do”. This means that just talking about sustainability in vague terms might not be enough, and might even expose you to accusations of greenwashing. Instead, you’ll need to provide concrete details and measurable results demonstrating how your company contributes to a more sustainable future.
How to adapt:
Showcase your green credentials: Make sure your company’s sustainability efforts are front and centre. If your products or services contribute to energy efficiency or sustainability, highlight this in your marketing collateral with realistic, science-backed figures.
Build partnerships: Forming partnerships with other sustainable brands or initiatives can boost your credibility and reach in the marketplace. Co-branded content with companies that share your green values can amplify your message and help build trust.
Promote certifications and compliance: If your business is ISO 14001 certified or compliant with other environmental standards, make this a key selling point in your marketing. This shows potential clients that you’re not just talking about sustainability – you’re living it.
The importance of data-driven marketing
As the energy and utilities sector becomes increasingly digitised, data-driven marketing is no longer optional. Companies are investing heavily in digital transformation, and B2B marketers must follow suit to remain relevant. Taking advantage of data to refine your marketing strategy will not only help you better understand your customers but also improve ROI.
By collecting data on your customers’ needs and preferences, you can personalise marketing efforts and target your audience more effectively. Whether through email campaigns, social media ads or content marketing, data should guide every decision you make.
How to adapt:
Invest in analytics tools: Platforms like Google Analytics, HubSpot and Semrush can provide valuable insights into customer behaviour. Use this data to optimise your campaigns, improving conversion rates and customer engagement.
Track performance metrics: Regularly monitor KPIs such as click-through rates, engagement and lead conversion rates. Use this information to tweak and optimise your campaigns for better performance.
Use predictive analytics: Predictive analytics can forecast market trends and customer behaviours. For example, by analysing historical data, you can anticipate when a client may be looking to upgrade their systems or invest in new technology.
Future-proofing your strategy: key takeaways
As the energy and utilities industry continues to evolve, your B2B marketing strategy must stay agile. The energy and utilities sector is in a state of rapid change, but with the right marketing strategy, your business can not only keep up – it can lead the way.
By staying on top of trends like AI, the IoT and sustainability, and making full use of data-driven marketing practices, you’ll be well-positioned to future-proof your B2B strategy.
If you’d like some support in crafting and executing a future-proof marketing strategy for your energy or utility business, The Marketing Pod is ideally positioned to help. With experts in energy-focused marketing and five centres of excellence to respond to your every need, we can help you develop and implement marketing campaigns that stand the test of time. Get in touch with our team.
