Demand Generation Case Study: Commercial Solar & Energy Solutions

47% Lower Cost Per Qualified Opportunity for Commercial Solar

47%

Reduction in Cost Per Qualified Opportunity, Q2

2.4x

Increase in Sales-Qualified Opportunities

Who They Are

Client Overview

A Commercial Solar Provider Generating Leads, But Struggling to Find the Buyers Behind Them

This client provides commercial solar installation and energy solutions to factories, warehouses, offices, and large commercial properties. Their paid campaigns were generating a consistent flow of inquiries, but lead volume was masking a deeper problem: most prospects were too small, outside the service area, or simply researching solar without having a realistic installation timeline.

The sales team was spending significant time qualifying inquiries that should never have reached them in the first place. The opportunity was not to generate more leads at any cost, but to identify which businesses had the right property, energy requirements, budget, and intent before sales resources were committed.

Where They Started

Challenge

Broad targeting was bringing in businesses that were too small, outside the serviceable market, or unsuitable for commercial installation.
No qualification layer existed, so every inquiry entered the same sales queue regardless of project size or purchase intent.
Sales consultants were spending their time filtering prospects manually instead of engaging businesses that were already showing strong buying signals.

The GroDemand Demand Generation Strategy

Commercial Audience Segmentation

Rebuilt targeting around business type, property characteristics, location, and estimated energy demand instead of treating every business as an equal prospect.

Qualification Framework

Introduced qualification questions around property ownership, electricity usage, project size, location, and installation timeline before a lead reached the sales team.

Opportunity Scoring

Assigned each qualified prospect a score based on commercial fit, estimated project value, and purchase intent, allowing sales to prioritize the opportunities most likely to progress.

Automated Lead Routing

Once a prospect crossed the qualification threshold, the system moved the opportunity directly into the appropriate sales workflow instead of leaving the sales team to manually sort through every inquiry:

Qualified leads were routed immediately instead of waiting in a general lead inbox
Property and energy information was attached to each opportunity before sales contact
Higher-value commercial projects were prioritized ahead of low-potential inquiries
Follow-up actions were triggered automatically based on lead status and intent
Every qualification and sales action fed back into the pipeline for ongoing optimization

Where We Did

The Solution

A Qualification-First Demand Generation Program Built Around Commercial Project Value

Audience segmentation was rebuilt around the characteristics that actually separated valuable commercial prospects from general solar interest. Business type, location, property profile, and potential energy demand became the foundation for campaign targeting rather than relying on broad interest-based audiences.

That targeting was connected to a qualification framework designed to filter prospects before they consumed sales resources. Businesses were asked the questions that mattered commercially, allowing the campaign to distinguish between someone researching solar and a company actively considering a significant installation.

From there, qualified opportunities were scored according to commercial fit, estimated project value, and buying intent. The sales team no longer had to work through leads chronologically. Higher-potential opportunities moved to the front of the queue, while lower-value inquiries were handled through automated follow-up.

The result was a tighter connection between paid media and the sales process. Instead of optimizing purely for cheap leads, the campaign was optimized around the quality and commercial potential of the opportunities entering the pipeline.

43%

Reduction in Cost Per Qualified Opportunity during Q2

186

Sales-Qualified Opportunities Generated in Q2

Where They Landed

The Outcome

From Lead Volume to a Pipeline Built Around Commercial Value

Cost per qualified opportunity dropped 47% during the second quarter as targeting and qualification removed a significant amount of low-value demand before it reached the sales team. The campaign continued generating leads, but the definition of performance shifted from how many inquiries arrived to how many represented genuine commercial opportunities.

Sales-qualified opportunities increased 2.4x, giving the team a substantially stronger pipeline without relying on proportional increases in media spend. Sales consultants spent less time determining whether a prospect was worth pursuing and more time discussing actual projects with businesses that had already demonstrated commercial fit.

The campaign effectively moved the business from a lead-generation model to an opportunity-generation model — where media performance was measured by the quality of the pipeline rather than the quantity of form submissions.

43.8%

Reduction in Cost Per Qualified Opportunity

2.3x