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You may think of business-to-business (B2B) marketing as less emotion-laden than marketing to individual customers. But Kristan Kirsh, vice president of global marketing at Nextracker, a leading provider of intelligent, integrated solar tracker and software solutions, thinks that would be a mistake.

Kristin said B2B marketing is all about relationships, "honing in on like culture and and nurturing friendships with your customers. So the style of marketing still needs to be emotive."

Kristin is one of four top renewable industry marketers featured in today's highly tactical podcast. The wide-ranging conversation goes beyond the superficiality of the constant chatter about B2B marketing to create a framework for its meaning and importance.

You'll walk away with a better perspective on the term and, most importantly, strategies for maximizing your B2B renewable energy-focused marketing investments.

In addition to Kristen, you'll hear from Naveed Hasan, director of external affairs and marketing at Sungrow Power Supply Company; Kathy Heilmann, vice president of marketing at Shoals Technologies Group, a leading electrical balance of systems (EBOS) provider for solar, energy storage, and e-mobility; and Tom Weirich, senior marketing manager EDP Renewables North America (EDPR NA), a renewable industry leader and the fourth-largest wind developer in the United States. 

These four industry experts share all you need to know about marketing aimed at individual companies and their decision-makers as customers. They note the similarities and differences between B2B and B2C — that is, business-to-consumer marketing — and we'll hear all about it.

Unlike B2C, B2B marketing involves many stakeholders — from commercial and industrial (C&I) offtakers (purchasers of renewable energy in a solar development project) and utilities to community relations and community affairs. "We engage with many businesses, and it's all about problem-solving," Tom said. "We're all here in the business of building more projects. The question is, how do we help each other in building those projects in the future?"

Notably, the goal is to build and nurture lasting relationships with all of them. Kathy said this is unlike the B2C world, where you often convert a customer, close a deal, "and then your opportunity with that customer is gone for a while."

"In the solar development world, we're talking about ongoing relationships with customers continuing to develop solar projects, so the depth and quality of the relationships are significant. And that's what we express throughout marketing, sales, and all of our activities," she added.

Naveed said effective B2B marketing enables you to position your company's core competencies — "finding the strengths of each department and positioning it accordingly to make it the ideal partner for your customers."

Long-term focused B2B marketing builds leads while supporting what Tom called "cradle-to-project conversion." To master it, companies need to track which messages resonate with customers and understand what stakeholder outreach efforts are working.

"And it's not only digital marketing. It also involves community events, ribbon cuttings, and advertising. It's looking at all these platforms and figuring out which ones are getting your message across, reaching customers and triggering the desired reactions," Tom added.

Kathy said it all comes down to trust. "Ultimately, you need to build trust between the two organizations to be effective business partners over the long term," she said.

Want to learn more? Tune in for the whole conversation, which was part of the RE+ PowerUp Media Zone, a live production of SunCast Media.

RESOURCES:

Connect with Naveed Hasaan on LinkedIn

Connect with Kathy Heilmann on LinkedIn

Connect with Kristan Kirsh on LinkedIn

Connect with Tom Weirich on LinkedIn

Follow Nextracker on LinkedIn and its website 

Follow Shoals Technologies Group on LinkedIn and its website 

Follow EDP Renewables on LinkedIn and its website

Follow Sungrow Power Supply Company on LinkedIn and its website

Thanks again to this week's sponsor, helping keep the podcast FREE to you!

SUNGROW focuses on integrated energy storage system solutions, including PCS, lithium-ion batteries and energy management system. Pleae visit https://www.mysuncast.com/sungrow

ABOUT THE HOST OF SUNCAST:

Nico Johnson is the creator and host of SunCast, consistently rated a top solar podcast in the clean energy sector. The content of the show is geared towards listeners looking for insights on where the markets are headed, how to position themselves or their companies, and what today's market leaders do to stay ahead of the pack.

Nico is an Investor, Executive Coach, and 16-year veteran of the solar industry, having led development in the US and Latin America for global companies like Trina Solar and Conergy.

You can connect with Nico Johnson on Twitter, LinkedIn or email.

If you’ve been second-guessing your work decisions or maybe trying to reconsider how you "fit" in the renewable energy industry -> grab 20 minutes on Nico's calendar and discuss whether having him as Your personal coach might be the right next step.