Lead generation campaign strategy and implementation for Pivot Energy
Marketing campaign strategy and implementation to support a corporate solar leasing initiative, including, positioning, messaging and creative, and paid and organic channel strategy.
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HIGHLIGHTS
Drove nearly 4,000 landing page visits in just 3 months
Achieved 3x higher CTR and 74% lower CPC
than LinkedIn ad benchmarks, with a $23 CPM (32% below single-image ad averages)
Delivered a 9% page view-to-submission rate
indicating strong audience targeting and high content relevance
Pivot Energy is a leading national renewable energy provider and independent power producer that develops, owns, and operates solar and energy storage projects. Pivot delivers renewable energy solutions that strengthen local economies, create jobs, and provide affordable, reliable power for businesses and communities across the U.S. As a Certified B Corporation, Pivot combines purpose and performance to ensure every project generates meaningful economic and social value. Pivot is an ECP portfolio company. Learn more at pivotenergy.net.
THE CHALLENGE
A DG+ client since 2020, Pivot Energy engaged DG+ in 2025 as the company expanded solar and storage offerings to commercial urban property owners and investors. The offering introduced an expanded audience — with new stakeholders, decision-making processes, and customer motivations than Pivot’s existing initiatives — creating a need for clearer positioning and more targeted messaging. To support growth, Pivot needed a marketing strategy that could effectively communicate the value of leases, align campaigns with quarterly business goals, and generate leads.
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SOLUTION
In 2025, DG+ collaborated with Pivot to strategize and implement a new campaign to support their corporate sales team and marketing strategy.
Campaign strategy, development, and optimization
As part of our strategic campaign development for Pivot, we crafted a marketing strategy for solar products targeted to commercial real estate audiences. This commercial solar marketing strategy was complete with campaign titles, key themes, and key messages centered around solar leases. We performed detailed audience analysis, which included segmentation by persona, job title, and pain points specific to that group. We used these segments, key themes, and thematic frameworks to guide content development. To support execution, we recommended targeted outreach tactics and outlined platform-specific targeting criteria.
Audience analysis and strategy: To support Pivot’s yearly sales goals, DG+ helped define and refine their commercial real estate portfolio owners audience segment. We broke this broader group into several niche segments and developed targeted strategies for each persona — addressing key questions such as:
- Who are they? (Personas, job titles, and unique pain points)
- What messaging will resonate? (Tone, themes, value propositions)
- How should we reach them? (Recommended outreach channels and tactics)
- What action do we want them to take? (Calls to action and desired outcomes)
Campaign development: Once aligned tactically, DG+ built out the campaign infrastructure, developing a custom landing page, releasing an introductory blog to set the tone, and ensuring end-to-end conversion tracking across LinkedIn, HubSpot, Salesforce. We interviewed key stakeholders, including members of the sales team, to ensure alignment with on-the-ground goals and messaging. In parallel, we collaborated with other agency partners to coordinate efforts and ensure consistency across marketing and public relations initiatives.
Brand awareness launch: DG+ debuted the campaign with a targeted brand awareness push. We developed an organic social content calendar to span the duration of the campaign, paired with paid LinkedIn ads hyper targeted to each persona using a mix of company, industry, and audience demographics. This leg of the campaign was designed to drive visibility, establish credibility, and lay the foundation for deeper engagement in subsequent campaign stages.
Lead generation launch: Building on early campaign learnings and fresh insights into messaging, DG+ transitioned into lead generation efforts to convert awareness into action. In short order, we developed fact sheets used as conference sales collateral and crafted long-form gated content that provided valuable resources to prospective leads. We then promoted this asset through single-image LinkedIn ads that fed leads into automated email drip campaigns, nurturing leads down the sales funnel.
Reporting, management, and optimization: DG+ provided ongoing weekly optimizations through diligent analysis of campaign performance data. We evaluated trends in performance as a function of messaging, visual elements, and audience demographics, enabling continuous, real-time improvement of ad creative and targeting criteria that maximized campaign effectiveness.
Solar is a complex industry, and for outsiders, it takes months, sometimes years of training before they start to understand its nuances. Since DG+ doesn't have to spend time learning all the complexities of your product, they can hit the ground running supporting your unique value propositions.
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