“Promoting one’s reductions in carbon emissions or energy waste isn’t straightforward. It often requires expert input to get the messaging right. If you get it wrong, it could backfire and damage your credibility as well as future marketing efforts. That’s why partnering with the right professionals who understand your data and who understand the narrative you want to convey is so important.”
Sarah Parry – Director, Socially Grown
Through strategic marketing campaigns, Socially Grown generated over £11 million in revenue for Tomato Energy
Tomato Energy has emerged as a disruptor in the UK’s energy sector through its innovative approach to electricity management. Our collaboration enhanced their brand presence and success growth across B2B, agribusiness, rural B2C and the education sector.
THE OBJECTIVE
Our main objective was to establish Tomato Energy as a leading provider of innovative, cost-effective energy solutions within the UK, particularly when it comes to B2B and agribusiness.
Recognising the unique needs of these sectors, as well as identifying unique corners of the market, we crafted highly targeted marketing strategies to engage decision-makers, build brand credibility, and secure high-value contracts.
By focusing on these sectors, we sought to generate substantial revenue growth and position Tomato Energy as a trusted partner for business and rural energy needs.
Development of personas for key decision-makers in target industries, including procurement and sustainability managers
Crafting of sector-specific messaging and content, such as whitepapers, explainer videos and downloadable case studies tailored to B2B and agribusiness audiences
Targeted PPC campaigns on LinkedIn and Google, focusing on high-intent keywords related to business energy and rural energy solutions
Account-based marketing (ABM) techniques to engage high-value prospects with personalised outreach
Sector-focused PR and media outreach to increase visibility
Produced engaging digital assets, including animated videos like “Root to Zero” and educational resources to inform and convert prospects
Employed digital marketing automation and CRM tools to nurture inbound leads and streamline the customer journey
THE RESULTS
The partnership generated over £11 million in attributable revenue by 2024. Key achievements included £3.74 million from B2B, £4.38 million from agribusiness and £2.30 million from rural B2C, demonstrating strong sector penetration. Educational campaigns contributed £630,000, establishing Tomato Energy as a trusted partner for schools.
These efforts delivered a remarkable return on investment, reaching £67.96 per pound in the B2B sector.
We studied and took the time to understand the market
We identified real potential in specific markets by drawing on our own lived experience as bill payers as well as professionals
We created tailored strategies based on that experience to drive real, measurable and lasting growth for Tomato Energy
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
Energy Industry Marketing:
What’s Different About It?
B2B vs B2C
B2B marketing often involves multiple decision-makers and more complex technical information, requiring a focus on building trust in a different way, with sometimes a very data-driven, technical approach. B2C marketing must strike the emotional narrative accurately but sensitively, with simplified messaging and accessible benefits; it is crucial to clearly communicate how energy solutions improve daily life.
Empathetic Communication
In light of the current energy crisis, brands need to emphasise understanding and empathy in their messaging to connect better with their target audiences.
Educational Content
Providing easy-to-digest information on products and services assist prospects to make informed decisions.
Transparency
Open discussions about energy sources and their impacts can build trust with consumers, a crucial factor during challenging times. – not sure this carries enough weight to feature on the page? Educational and transparency could be linked together as both are there for the same purpose – we could combine
Long sales cycles
Large budgets, long planning phases and multiple stakeholders. Lead nurturing is a key element of this industry and plays into all campaigns. Brand visibility, personalised communications and trust building.
Technically challenging
Unpacking products or services to pull out key highlights and translate them into understandable, digestible content. There’s a vast array of target audiences in many cases, so we need to personalise and target by segment. Some audiences need the technical details, whereas others need high level overall facts and stats.
How We Support Clients in the Energy Industry
Strategy
Our strategic marketing services are led by seasoned experts from the energy efficiency sector. With decades of combined experience across systems manufacturing, energy advice, retrofit education and product and service development, our team brings a deep, practical understanding of the industry. We specialise in creating and guiding marketing strategies that are results-driven, insight-led, and aligned to your business goals. Whether you’re enhancing existing efforts or launching a bold strategy to enter new markets, we bring a proven track record with numerous successful campaigns already delivering measurable impact across the sector.
Data
Harnessing precise data analytics enables us to tailor strategies that deliver measurable success. By analysing key metrics such as engagement rates, conversion rates and ROI, we identify opportunities for refinement and scaling things up for greater success.
Lead Nurturing
Our lead nurturing strategies are designed to guide prospects seamlessly through the buyer’s journey, maintaining engagement and building trust at every stage. Personalised email campaigns, educational content and interactive digital experiences such as videos, webinars, and online tools drive the conversation forward towards a fruitful customer relationship.
Engagement Across Formats
Through videos, events, and interactive tools, we ensure that our clients’ messages engage and inform effectively.
Online Presence
Through websites, CTA’s, site structure, contact forms, CRM platforms, emailers and socials; it’s the strategic combination of some or all of the above that drives results.
Proven ROI Strategies
Our campaigns have demonstrated significant returns, with Tomato Energy achieving £45.15 for every £1 invested, showcasing our strategic impact.