How utilities can achieve connectedness with C&I customers through targeted marketing

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The old rational, logical, and impersonal approach to business-to-business marketing is dying. Driven by a new generation of business decision-makers, who value strong relationships with their providers, utilities must connect with commercial and industrial (C&I) customers to achieve program goals.

Ensure stronger utility customer engagement

One effective method for forging deeper relationships with C&I customers and ensuring program goals are met is account-based marketing (ABM). ABM is a strategic approach for creating alignment between marketing and sales around high-value business targets.

Read this paper to learn:

  • The eight elements of a successful ABM strategy
  • Considerations for the right level of data and personalization needed to develop a strong connection with your customers
  • Actionable recommendations for successful collaboration across utility silos

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Meet the author
  1. Kelly Zonderwyk, Director of Commercial Energy Marketing and Outreach

    With nearly 20 years of experience, Kelly designs and delivers award-winning energy efficiency programs and marketing campaigns for utility programs and local governments. View bio