Achieving £60million+ sustainable
energy sales for Centrica through
Account-based Marketing (ABMs)

Challenge

Centrica Business Solutions build, manage and maintain large-scale energy projects to help businesses decarbonise and save money. An increasingly important segment of their business involves promoting investments in BESS (battery energy storage systems).

Unlike solar or wind power, BESS is a more complex, less well-known form of sustainable infrastructure. This infrastructure is also a multi-million £ endeavour, often requiring years of negotiations, planning and construction.

Centrica needed a way to educate and promote BESS to key targets, nurturing them into leads that could result in new large-scale BESS infrastructure developments in the UK and Europe.

Solution

Throughout 2021-22 Crash Rhino’s team managed an ABM (account-based marketing) campaign for Centrica across LinkedIn. First, hundreds of targets were identified based on their job titles and companies. 

Then, we maintained a recurring content marketing and direct outreach strategy for 18 months. This content campaign involved regular LinkedIn posts on the BESS sales lead’s personal account, as well as events marketing, landing page copy and email outreach.

We also wrote personalised direct sales messages through LinkedIn to each of these hundreds of targets. These messages coincided with content uploads and nurtured prospects, with the aim of securing future sales calls.

Results

This ABM campaign secured several new lead relationships for Centrica and directly resulted in sales calls amounting to an estimated £60million+ pipeline. 

Thanks to this campaign, Centrica were able to build multiple new BESS infrastructure projects in the ensuing years. This included their largest facility to date (65MW facility in Scotland), their first BESS project outside of the UK (24MW in Ostend) and 9 new projects across Sweden (100MW+).