SunPower Shows 31x ROI Tied to Marketing Automation and Content

Results:

31x

return on marketing investment

55%

rate from lead to purchase

251

closed deals tied to $6.2M in associated revenue

With more than 30 years of proven experience, SunPower is a global leader in solar innovation and sustainability. Their unique approach emphasizes the seamless integration of advanced SunPower technologies, delivering The Power of One® complete solar solutions and lasting customer value. SunPower® solutions drive electricity cost savings for residential, commercial, and power plant customers. Headquartered in Silicon Valley, SunPower has dedicated, customer-focused employees around the world.

They had a high prospect drop-off rate throughout the buyer journey and lacked the resources to recycle and nurture cold leads. They turned to Televerde to help find out why.

The Solution

Televerde approached SunPower’s challenges by first gathering customer, prospect, and front-line sales research on the biggest objections to purchasing solar panels.

Televerde marketing automation experts then turned their attention to the company’s Eloqua instance and its integration with Salesforce. With support from the SunPower Marketing Ops team, Televerde helped ensure that the most viable prospects were identified and targeted with the most relevant information to assess funnel conversion to closed won deals.

Televerde’s content team then devised two tracks; one for cold prospects that needed the basics and one for those that needed to overcome a purchase objection.

The Results

With the help of Televerde on creative and campaign strategy, and Eloqua campaign development support, SunPower generated an astounding 70% click-to-open rate for warm track re-engagement, as well as 30% average unique opens for the cold track campaign. The sales team was thrilled with the education push.

The nurture approach proved successful with a 55% conversion rate from sales appointments to purchase. Overall, SunPower attributed $6.2M of revenue to the nurture activities – a 31x return on their investment. As recognition of the efforts, SunPower was recognized as a Markie Award finalist for Best Email Marketing Campaign.

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