Case Study-
Clean Energy
Case Study
ProScore Technologies
A busy ProScore team was able to launch marketing quickly for their start-up by using a clear strategy, not trying to do too much, and targeting optimal marketing tactics.
ProScore is an innovative SaaS company offering a technology solution for companies needing to show compliance with the the Inflation Reduction Act in order to capture tax credits.
They needed a launch plan, and quickly, to introduce ProScore to their target audience. Their founders were highly-skilled at in person business development, but they needed a digital marketing foundation to back that up.
After six months, the company had the initial strategy and optimal marketing pieces in place.
The Plan
Create the minimum marketing foundation expected for a big opportunity technology launch. And have it done “yesterday”.
The Results
A marketing foundation: logo, website, announcement press release, LinkedIn page, trade show package, newsletter, capabilities briefing deck, first round of ads
Background
There are unprecedented opportunities for clean energy companies. However, they demand strict compliance with the IRA mandates, which can be daunting.
ProScore found a technology solution to a problem that clean energy developers had been handling internally as best they could. The solution was easy to use and highly reliable. With so much at stake, it was a fantastic “pain killer”, but it’s benefits had to be communicated and a complex subject made understandable.
Products Used
The Plan: Laying the Marketing Foundation for Rapid Growth
1. A Focused Approach
ProScore used a unique strategy tailored to their specific goals and needs. Key considerations were:
- Marketing to early adopters as well as investors
- Introducing a technology innovation as well as building trust
- Communicating a marketing strategy to the internal team and securing buy-in
2. Create a Brand
ProScore crafted an engaging and multifaceted brand presence that would effectively connect them with their target audiences. This began with a logo package and introductory website. As part of two industries, clean energy and technology, it was necessary to balance these two brand influences.
3. Attend National Trade Show
Once a strategy and brand was in place, ProScore needed a “stage” to amplify their message. They attended a national clean energy trade show where the both items were on display at a booth and with high quality “swag” for their target audiences.
4. Commit to Several Tactics
Due to time and funding constraints, it was necessary to determine a handful of marketing tactics that were optimal and to which the team was willing to commit. We monitored brand coherence and key messaging across all tactics. Using a brand guide was key.
5. Stress All Marketing Deliverables Be Efficient
Repurposing content and using templates helped buy more time. A subset of the team was asked to participate in content identification and editing, rather than relying solely on the founders with their demanding schedules.
Wrap Up
The focused approach worked well. By stressing quality and not overbuilding due to the fast changing environment, ProScore was able to create an initial brand and marketing foundation quickly with limited resources.
What’s Next
An initial brand, presence, and digital system was developed that can be upgraded easily enhanced when there is demand and more resources. (For example, they can upgrade to more powerful but more expensive softwares like Salesforce, Dripify or Hubspot when the time is right. They can outsource more marketing to specialized providers and later permanently staff an internal marketing team.)
In short, this approach let ProScore meet the launch needs of today and set the stage for rapid growth tomorrow as awareness and funding increase.