From Seeds to Success:
Harvesting £11m in Growth with Tomato Energy
Tomato Energy is at the forefront of innovative energy solutions in the UK, providing an alternative approach to electricity management for commercial and domestic markets. Central to their offering is the dynamic use of time-of-use tariffs and renewable energy sourcing. Their unique end-to-end service is designed for seamless integration, ensuring each client is empowered to reach reduced costs with the guidance of Tomato Energy’s expert team.
As pioneers in Energy as a Service (EaaS), Tomato Energy leverages the cutting-edge Senapt platform. This advanced software, renowned for its customer-centric design, facilitates energy supply management and optimisation. Senapt’s EaaS allows clients to customise energy consumption, balancing sustainability with cost-effectiveness; a key feature enabling businesses to adapt effortlessly and save up to 20% on energy bills.
Through a year of collaboration between Tomato Energy and Socially Grown, our targeted marketing campaigns have delivered remarkable financial success, generating a total attributable revenue of over £11 million year-to-date (2024) across multiple sectors.
At the outset, the company aimed to cultivate a more robust market presence, bolstered by strategic inbound marketing and the development of a new, more effective digital platform. Additionally, Tomato Energy was poised to expand its influence in direct B2B services, agribusiness, rural B2C, and education sectors, each crucial to its growth strategy. The overarching goal was clear: enhance brand recognition, improve stakeholder engagement, and penetrate new markets while advancing the journey toward smart, sustainable solutions.
Campaign Activity
To maximise commercial outcomes and capitalise on regional engagement opportunities, our B2B approach was divided into two core delivery methodologies:
- Agribusiness: Focused on activating local farmers in identified target zones.
- Direct B2B: Targeted small to large-scale businesses within and around rural cities.
To maximise commercial outcomes and capitalise on regional engagement opportunities, our B2B approach was divided into two core delivery methodologies:
Our B2B campaign was strategically aimed at increasing Tomato Energy’s brand awareness, stakeholder engagement, and market penetration.
We developed detailed personas, such as Parval the Procurement Manager and Susan the Sustainability Manager, to facilitate targeted content like whitepapers and explainer videos. This content would be distributed across digital platforms and aligned with key sectors, including energy, construction, and social housing.
A comprehensive keyword strategy was implemented to improve search visibility on topics like “business electricity” and “net zero energy,” complemented by PPC campaigns targeting relevant search intent and competitor traffic.
Strategy highlights:
Increase brand awareness and visibility
Generate high-quality leads
Enhance stakeholder engagement
Improve search engine ranking
Streamline the customer journey
Strengthen market positioning
To maximise commercial outcomes and capitalise on regional engagement opportunities, our B2B approach was divided into two core delivery methodologies:
B2B Agribusiness: Results Unpacked
- Total Attributable Revenue: £4,377,487
- Verified Contracts in Pipeline: 892
- PPC Investment (LinkedIn & Google): £896.48
- Market Impressions: 60,417
- Clicks to Landing Pages: 1,306
- Cost Per Click (CPC): £0.69
B2B Direct: Results Unpacked
- Total Attributable Revenue: £3,741,462
- Verified Direct Contracts: 41
- PPC Investment (LinkedIn & Google): £7,391.58
- Market Impressions: 720,605
- Clicks to Landing Pages: 4,336
- Cost Per Click (CPC): £1.70
Each track leveraged a data-first methodology, proving that even modest digital investments, when precisely deployed, can generate outsized returns.
Following the identification of high consumption trends within regional educational institutions, we deployed a bespoke strategy addressing sector-specific challenges. This initiative advanced from awareness to targeted, ABM-led direct outreach.
- Total Attributable Revenue: £630,000
- PPC Investment (LinkedIn): £2,779.05
- Market Impressions: 252,495
- Clicks to Landing Pages: 1,393
- Cost Per Click (CPC): £2.00
We developed an educational prospectus aimed at teachers, school leaders, and academy trusts, titled “Powering Education.” This comprehensive document outlined the key energy challenges faced by schools, including rising costs, outdated infrastructure, and market volatility, emphasising how these issues impact educational budgets and student outcomes.
We demonstrated Tomato Energy’s tailored, cost-effective solutions, such as flexible tariffs, renewable energy options, and support services that help schools stabilise energy costs and reduce their environmental footprint. The prospectus detailed Tomato’s end-to-end process (from initial consultation and strategic planning to seamless implementation and ongoing monitoring), highlighting their capability to deliver reliable, budget-sensitive energy solutions to educational institutions.
Key achievements
Positioned Tomato Energy as a trusted energy partner for education
Communicated the benefits of cost savings and sustainability
Supported lead generation among schools and trusts
Enhanced reputation as a sector-focused, reliable energy provider
Big Red Tomato Book
The Big Red Tomato Book was developed as a comprehensive, downloadable manifesto booklet designed to engage customers and stakeholders by clearly communicating Tomato Energy’s core values, innovative solutions, and commitments to sustainability. This digital resource serves as an accessible and visually impactful tool that showcases Tomato’s end-to-end energy offerings, their unique approach to net zero, and the benefits of their energy management solutions.
By providing this in-depth booklet, we supported Tomato Energy’s business objectives of increasing brand awareness, cultivating trust, and positioning them as industry leaders in sustainable energy.
The Big Red Tomato Book acts as an educational resource that empowers customers and stakeholders to understand the benefits of their comprehensive, purpose-driven approach to energy supply and management, encouraging longer-term engagement.
Key achievements
Strengthening brand credibility and trust with a professional, educational resource
Enhancing stakeholder understanding of Tomato’s integrated solutions
Supporting lead nurturing
Establishing Tomato Energy as a transparent and innovative sustainability partner
In the direct B2B market, we secured £3,741,462 in attributable revenue from 41 verified contracts, demonstrating consistent engagement and value creation.
For the Agribusiness sector, we achieved £4,377,487 in attributable revenue, supported by a pipeline of 892 verified contracts, highlighting significant growth potential
In rural B2C, we facilitated 849 energy switches, resulting in attributable revenue of £2,299,092
Our efforts in the education sector contributed £630,000 in attributable revenue
Overall, we delivered a total attributable revenue of over £11 million year-to-date across multiple sectors. Total return on investment across all activity was an impressive £45.15 for each £1 invested, with the consolidated B2B return reaching nearly £68 per pound.
“We at Tomato Energy are immensely pleased with the outstanding results of the campaigns so far, as well as Socially Grown’s positive and proactive approach to every project. The collaborative spirit and strategic focus of the team have been instrumental in elevating our brand visibility, generating high-quality leads, and driving substantial revenue growth.
The impressive ROI (£45.15 for every £1 invested) showcases the effectiveness of our joint efforts and innovative marketing solutions. We truly value the spirit of partnership and dedication demonstrated throughout this journey, and believe our continued collaboration will keep propelling us forward as a leading provider in energy solutions.”