Comverge Success Story

comverge_logo 4 185x35Comverge had been built primarily through merger and acquisition from 1997 to the present from its corporate roots in Scientific Atlanta, Powercom, and Lucent. In a heavily regulated, hotly competitive market, Comverge needed to improve organic growth and decided to add new content marketing “air cover” to its Commercial & Industrial (C&I) line of business in order to rapidly build new sales pipeline in the first half of 2011.

Project Overview

  • 120-day content marketing blitz
  • Six white papers, two webinars, one live seminar
  • Over 500,000 emails delivered into inboxes of target decision makers and influencers
  • Average sales-ready leads generated per campaign: 75
  • Revenue increase of 90% year over year

With more than 500 utility and 2,100 commercial customers, as well as five million residential deployments, Comverge brings unparalleled industry knowledge and experience to offer the most reliable, easy-to-use, and cost-effective intelligent energy management programs.

Comverge had been built primarily through merger and acquisition from 1997 to the present from its corporate roots in Scientific Atlanta, Powercom, and Lucent. In a heavily regulated, hotly competitive market, Comverge needed to improve organic growth and decided to add new content marketing “air cover” to its Commercial & Industrial (C&I) line of business in order to rapidly build new sales pipeline in the first half of 2011.

Comverge engaged WinGreen to put together a 120-day white paper “blitz” into one of their chosen geographic markets. Targeting over 20,000 individuals in industries likely to benefit from intelligent energy management and demand response programs, the blitz consisted of nine campaigns – six original white papers, two webinars, and one live seminar — over the first four months of 2011.
WinGreen created new white papers, attributed to a third party research firm for credibility, along with outbound emailers and landing pages. WinGreen also hosted and promoted two webinars and one live seminar, with their respective email blasts and landing pages.

Key Results

  • Over 500,000 Comverge branded emails delivered into the inboxes of over 20,000 decision makers and influencers in Comverge’s designated target market
  • A steady stream of leads delivered directly to Comverge C&I sales for immediate follow-up
  • 90% increase in revenues for second quarter of 2011 versus second quarter of 2010
WinGreen Provided Services

  • Setup and customization of WinGreen Systems Architecture with client portals for Comverge
  • Created email database of 20,000+ contacts in Comverge’s designated target segment
  • WinGreen authored and created six new original white papers over the 120-day period
  • WinGreen hosted, promoted, and managed logistics for two webinars
  • WinGreen created invitation emails and a new email database for a live seminar
  • WinGreen created HTML emails, tested for spam filter scoring, and conducted mass email marketing to the target database
  • WinGreen created optimized landing pages with registration forms on Comverge’s website
  • Inbound leads were de-duplicated and resolved against existing contacts. WinGreen managed the contact database for data quality, and managed opt-outs and email bounces to comply 100% with U.S. CAN-SPAM Act