Energy Control Experts Focus on Customer-Driven Marketing Strategy

Entech now has the framework and infrastructure to build on their strong brand reputation with a more impactful, focused, and strategic marketing presence.

Business Challenge Summary

During the energy crises of the late 20th century, Entech’s founders engineered an energy-smart remote boiler control solution to cut down on the inefficiency of large-scale heating systems. Since then, they’ve continued to innovate, resulting in the most user friendly and precise temperature control system on the market. Today Entech’s controls are used by over 8,000 clients. 

As their leadership team looked ahead for new ways to grow their business, they realized putting a Fractional Chief Marketing Officer (fCMO) at the helm could strengthen their marketing efforts and help them drive business in new channels.

Seeking a professional with experience creating and executing successful marketing across the entire sales funnel, they worked with &Marketing to select Heidi E., a CMO with a track record of building entrepreneurial divisions within companies from the ground up. 

The Solution: A Customer-Driven Marketing Strategy

With a positive brand reputation and presence supported by a well-designed website, Entech was in a strong position to optimize their marketing efforts. With an accomplished leader at the forefront of the strategy, they could create a more intentional and cohesive strategy to reach potential customers at all stages of the buying process.

Heidi E.’s first step was to develop a thorough understanding of Entech’s audience. She conducted internal interviews, reviewed what had been done in the past, and began building a marketing strategy that they began executing on in December of 2023. With Entech’s recent adoption of EOS and their highly driven and innovative team members, they’ve been able to achieve many individual project wins for the company.

The Results

The most critical win for Entech’s marketing strategy is the shift in thinking toward developing messaging validated by market research by allowing their customers to voice what’s important. 

As they’ve begun executing, with Erdmann-Sullivan’s direction the client has achieved several tactical wins to support the overall marketing strategy. They:

• Developed a cohesive content marketing strategy with consistent messaging across all channels that prioritizes what matters most to their audience. This strategy included a regular newsletter, a social media calendar, and a continuing schedule of engaging and informative blog posts and webinars.
• Redesigned the company website to speak directly to the pain points of the target audience, as well as the product features and benefits that they appreciate most. 
• Conducted the first ever client survey that brought in accolades from customers, helped them understand what customers most valued about their brand, and revealed that their monitoring service offering was well-loved and should be included in marketing messaging more prominently.
• Built the framework for a client success strategy aiming to expand their existing customer base by highlighting their highly-rated monitoring service and ensuring any at-risk customers are identified and supported. 
• Set the sales team up for success by creating competitive talking points, sales decks, collateral, and promotional campaigns to close more deals. The team meets regularly to pivot on their strategy and marketing materials as needed. 
• Provided a framework for future product marketing strategies/launches, including the company’s first ever pre-launch product webinar with accompanying content strategy, as well as a step-by-step repeatable plan for product launches.
• Embarked on their first programmatic digital advertising campaign focusing on reaching frequently traveling building owners and managers where they are most likely to get the message — on their mobile devices.
• Delivered a timely email campaign targeted at building owners who may face new difficulties due to local legislation, sharing educational information about the issue and explaining how Entech can help.
• Added trackability and accountability to projects with Monday, a project tracking tool, as well as ensured proper measurement and reporting of campaigns are in place to support continuous improvement.

Overall, Entech now has the framework and infrastructure to begin building on their strong brand reputation with a more impactful, focused, and strategic marketing presence. With an fCMO in place providing expertise across the entire sales funnel alongside a highly driven team supported by EOS, there’s no limit to the success this client can achieve. 

“Heidi did a great job digging in to understand our company and needs,” said Sarah Epstein, Chief Operating Officer at Entech. “She knew exactly how to leverage our strengths and address challenges in a way that would set us on the right path to achieve our goals. She has been wonderful to work with and has brought a lot of new insights to Entech.”

Looking for Help Creating a Customer-Driven Marketing Strategy?

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