How to Improve with a Strategic Lead Management: The Go-to-Market of Innovative Energy Solutions—Case Energy Industry

Beatrice Ermer (), Sabrina Weiß () and Markus Niehaus ()
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Beatrice Ermer: E.ON Business Solutions GmbH, Global B2B Marketing & Communications
Sabrina Weiß: Innogy SE, Teilbetrieb Solutions B2B, Solution Development Smart+
Markus Niehaus: Innogy SE, Teilbetrieb Solutions B2B, Solution Development Smart+

Chapter 25 in B2B Marketing, 2021, pp 579-597 from Springer

Abstract: Abstract B2B sales have also taken off digitally. Buying centers are experiencing their zero moment of truth with new products and services today before they contact the supplier. This article reflects the approach innogy has taken to reach its target groups more effectively and efficiently. It also shows how innogy is actively shaping the energy turnaround and reinventing itself as a solution provider. As a consequence, new products are developed, and new markets are entered. For the successful commercialization and scaling of one of its new products, an energy monitoring solution, innogy has identified the Pains and Gains of its buying centers, sharpened its USPs and developed a concept for market entry which takes into account the changed framework conditions. An essential part of this concept is a strategic lead management, which was developed and implemented by end2end.

Date: 2021
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DOI: 10.1007/978-3-030-54292-4_25

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