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Your MQLs Aren’t the Problem – Your Follow-Up Is

Posted on by Hannah Sanders

It’s a common gripe between sales and marketing teams: “The leads aren’t good enough.” But let’s get one thing straight — most of the time, the problem isn’t the leads. It’s what happens next.

Marketers are measured on MQLs. Sales teams are measured on revenue. The disconnect between the two creates friction, but what’s often overlooked is this: the leads you’re generating *are* qualified — they’re just not being followed up in a way that converts.

Here’s what’s really going wrong:

Slow response times

Responding to leads within the first five minutes makes you *21x more likely* to qualify them — yet only 7% of companies respond within that window. Most B2B teams take hours, if not days.

Source: Lead Response Management Study

One-and-done outreach

It takes an average of *8 touches* to get a response from a prospect. Many sales reps stop after just 2.

Source: Rain Group – “Top Performance in Sales Prospecting”

Generic follow-ups

72% of buyers expect B2B companies to personalise outreach based on their previous interactions. Templated, non-contextual follow-ups simply don’t make the cut.

Source: Salesforce – State of the Connected Customer, 5th Edition

Poor sales/marketing alignment

Only 46% of B2B organisations report having a formal definition of an MQL agreed upon by both teams. When there’s no shared understanding, the follow-up is inconsistent and ineffective.

Source: Demand Gen Report – 2023 Lead Nurturing & Acceleration Benchmark Survey

So what does good MQL follow-up look like?

🔹 Fast and personalised: Respond while intent is high and reference the specific asset or page they engaged with.

🔹 Multi-channel: Don’t rely on just email. Use LinkedIn, phone, and remarketing to stay top of mind.

🔹 Structured and consistent: Build follow-up cadences that include a minimum of 6-8 touches across 10+ days.

🔹 Context-rich: Arm your sales team with the right messaging, content hooks, and background on the lead’s journey.

🔹 Shared accountability: MQLs should be a shared metric. If marketing delivers them, sales should be ready to follow through — and vice versa.

👉 Here are 5 key marketing metrics every team should be monitoring to connect activity to actual pipeline impact.

Don’t let good leads go cold

At Air Marketing, we work with B2B teams who are tired of the blame game. We don’t just generate MQLs — we help our clients build intelligent follow-up frameworks that turn those leads into real pipeline. Whether it’s implementing structured nurture workflows, training BDRs to follow up effectively, or taking on the outreach ourselves, we help bridge the gap between interest and impact.

So before you question the quality of your leads — ask yourself: what happens after the form is filled?

📞 Book a quick call and learn how we can help.

How To Increase Qualified B2B Sales Leads

Posted on by Hannah Sanders

In B2B sales, the real challenge isn’t generating leads—it’s generating the right leads.

If you’re looking to improve your sales pipeline quality and increase conversion rates, the solution lies in strategic preparation, not just volume. At Air Marketing, we’ve seen time and again that the single most effective tactic for boosting lead qualification is pre-call research.

By understanding the prospect before you ever pick up the phone, you equip yourself with the insights needed to have meaningful, relevant conversations that open doors—not shut them.

These insights were originally explored in our Calling Masters webinar – watch the full session here.

Why Pre-Call Research Is Key to Better Lead Quality

Cold calling, when done without context, is often met with indifference. When done with insight, it becomes a powerful tool for starting qualified sales conversations.

Pre-call research helps shift your approach from generic outreach to tailored messaging. It increases credibility, improves rapport, and ensures you’re targeting people and businesses with the highest potential to convert.

Start with a Clear Ideal Customer Profile (ICP)

High-performing sales teams don’t treat every prospect equally—they prioritise the ones that match their Ideal Customer Profile.

Understanding your ICP allows you to filter by relevant industry sectors, company size, and decision-making roles. That clarity ensures you’re speaking to organisations that not only need what you offer, but are structurally and strategically aligned to act on it.

This is a fundamental step in every outbound campaign we run at Air. It keeps messaging sharp, outreach relevant, and lead qualification rates high.

For a deeper dive into defining and leveraging your ICP, read our guide: Swipe Right: How to Match with Your Ideal Customer Profile.

Solve Specific Problems, Don’t Deliver Generic Pitches

The most successful sales calls start with a solution-focused mindset. But you can’t offer a solution if you don’t understand the problem.

By taking a few minutes to explore recent company activity, sector trends, and likely challenges, you’re better positioned to demonstrate value. That preparation allows you to speak directly to the pain points that matter most, making your proposition immediately more compelling.

Use Insight to Build Trust

Tailored calls that reference specific details about the prospect’s business stand out. Whether it’s a recent funding round, industry recognition, or a strategic initiative—they signal that you’ve done your homework.

This builds trust early in the call and positions you as someone who respects the prospect’s time. In a crowded market, that kind of credibility makes all the difference in moving a lead from cold to qualified.

What to Research Before You Call

Here’s how to prepare efficiently and effectively:

1. Company Information

  • Industry trends and challenges

  • Company size and structure

  • Press coverage, funding, partnerships

  • Website content and service lines

2. Decision-Maker Context

  • Job title and responsibilities

  • LinkedIn activity and content

  • Career milestones or professional interests

It’s about surfacing the information that can enrich the conversation—not overwhelming the prospect with a data dump.

3. Business Triggers

  • Expansion into new markets

  • Hiring trends or leadership changes

  • Regulatory pressures or sector innovation

  • ISO or ESG ambitions

These are often signs that an organisation is navigating change—and may be more receptive to new solutions.

4. Tools to Make It Easier

Our team leverages tools that cut through the noise, including:

  • BuiltWith – to assess technology stacks

  • Google News – for timely updates

  • LinkedIn – for individual signals and social proof

  • CRM history and intent data – for deeper context across previous interactions

Stay Focused: Efficient Research Yields Faster Results

Pre-call research doesn’t need to take hours. When done with discipline, it can take just 5–10 minutes and yield much higher-quality conversations.

The key is to find the balance: not so much research that it delays outreach, but not so little that it results in unqualified leads.

To maintain momentum, set clear time limits per prospect, segment your research by persona or vertical, and focus only on details that will genuinely support your conversation.

Putting Research Into Action

Research is only useful when it’s applied. Here’s how to bring it into the conversation without overwhelming the prospect:

Start With Relevance

Mention a recent update or known challenge to demonstrate that you’ve prepared. Then link that insight directly to how your solution can help.

Avoid Information Overload

Use just enough detail to demonstrate understanding. The goal is to create a sense of familiarity and relevance, not to show off how much you know.

Ask Smarter Questions

Guide the conversation by referencing industry context or common pain points. Asking “Is that something you’re seeing as well?” opens the door to discussion and deepens the prospect’s engagement.

Common Cold Calling Challenges – and How Research Helps

Cold Call Anxiety

Preparation builds confidence. Knowing your value proposition, understanding the audience, and being ready for objections makes each call more manageable.

Staying grounded in facts and insights also keeps the call professional, even when a prospect isn’t receptive.

Engaging Senior Stakeholders

Executives expect relevance and impact. Research allows you to cut to what matters—commercial results, risk mitigation, or strategic growth.

By speaking their language and demonstrating domain knowledge, you elevate the conversation and increase your chances of success.

Research + Relevance = Better Leads

If your goal is to increase qualified B2B sales leads, pre-call research is one of the most impactful habits you can adopt.

It improves call quality. It raises conversion rates. It helps you stop wasting time on the wrong leads and start focusing on the right ones.

At Air Marketing, we embed this thinking into every sales campaign we deliver—because preparation isn’t a luxury in outbound sales. It’s a performance advantage.

Ready to Improve Your Lead Quality?

Air Marketing helps businesses generate more qualified B2B leads through targeted, insight-led outbound sales campaigns. From strategy and messaging to SDR execution and reporting, we manage the full process—so you get results without guesswork.

📞 Request a quick discovery call and learn how our outsourced SDR teams can build your pipeline with precision.

How to Fix Your Reactive Pipeline Before It’s Too Late

Posted on by Hannah Sanders

Sales leaders often don’t realise their pipeline is reactive until it’s already hurting performance. Deals start slipping, forecasts become fiction, and the team is stuck in a cycle of chasing rather than closing.

By the time most sales teams acknowledge there’s a problem, it’s already critical. And while quick fixes might keep things afloat in the short term, they won’t build predictable revenue.

If your pipeline relies on luck, last-minute heroics, or one or two key accounts coming in ‘just in time’, you’re already at risk.

The good news? It’s fixable – if you act fast.

First: Do you have a reactive pipeline?

Here are five warning signs:

  1. Peaks and troughs in monthly pipeline value

  2. Inbound-heavy strategies with minimal outbound activity

  3. Late-stage pressure to “find” deals before quarter-end

  4. No structured prospecting rhythm across the team

  5. Sales forecasts based on gut feel, not verified data

If any of these feel familiar, your pipeline isn’t futureproof – and it’s time to take control.

Why reactive pipelines happen

Most reactive pipelines are the result of one thing: neglecting top-of-funnel activity. When prospecting is inconsistent or deprioritised, pipeline coverage becomes patchy. Add in over-reliance on marketing or referrals, and you’ve got a pipeline vulnerable to external market shifts.

There’s also a cultural factor. Sales teams often fall into ‘delivery mode’ – focused on closing or servicing existing deals, rather than fuelling the funnel for future months. By the time attention returns to new business generation, it’s already too late.

Fixing it: A practical playbook for regaining control

Diagnose the gaps

  • Analyse your pipeline by source, stage, and age.
  • Look for bottlenecks, drop-offs, or channels delivering diminishing returns.

Reset the prospecting culture

  • Daily outbound activity must be non-negotiable, not optional.
  • Equip the team with clear messaging, targeted data, and accountability frameworks.

Build an outbound motion that scales

  • Relying on individual effort alone won’t cut it.
  • Invest in a systematic outbound engine combining automation, personalisation, and multi-channel outreach.

Rebuild forecasting from the ground up

  • Start with pipeline coverage and conversion rates – not wishful thinking.
  • Hold regular, realistic pipeline reviews that focus on progression, not just volume.

Align sales and marketing on pipeline goals

  • Marketing should be focused on generating demand, not just leads.
  • Shared ownership over pipeline health drives consistency across channels.

The mindset shift: from reactive to repeatable

Fixing a reactive pipeline isn’t about finding a silver bullet. It’s about building a machine – one that prioritises daily pipeline activity, empowers your team with the right tools and insight, and aligns every effort to a consistent revenue rhythm.

Don’t wait for the next dry month to take action. The earlier you fix the foundation, the sooner you gain predictability – and the confidence that comes with it.

Ready to futureproof your pipeline?

Discover how Air Marketing helps sales leaders build sustainable, repeatable outbound strategies that deliver results.

Explore our sales services.

Sales team working on strategy to fix sales pipeline

How to Sell EV Charging to Businesses That Don’t See the Financial Benefits (Yet)

Posted on by Hannah Sanders

It’s easy to assume that selling EV charging into businesses should be straightforward. The market’s growing. The need is rising. The future is electric. But here’s the reality: if the financial case isn’t immediately obvious, most businesses won’t move.

And for many, it still isn’t.

That’s the challenge sales teams are up against. You’re not selling an EV charger. You’re selling future value – in a market where short-term pressures dominate decision-making. So how do you get through to a business that doesn’t yet see EV charging as commercially viable?

Reframing the Conversation

The problem isn’t that they don’t care. It’s that they’re not connecting the dots between EV charging and business impact. Your job is to reframe the narrative – from a ‘green tick box’ to a commercial lever. That starts with repositioning the value in ways that resonate with your buyer’s priorities.

🔹 Talk in commercial language, not carbon
If your buyer is measured on cost, revenue, or operational efficiency, lead with that – not emissions. Show how EV charging can reduce fleet fuel costs, increase footfall, or open new revenue streams.

🔹 Make the intangible, tangible
Sustainability might not sit on a P&L, but reputation does. Position EV charging as a signal of innovation and leadership that attracts top talent, investors, and customers alike.

🔹 Anchor to data, not hype
Generic trends won’t cut it. Use sector-specific stats, real case studies, and ROI models tailored to their environment. Help them see themselves in the opportunity.

🔹 Get ahead of regulation
If they’re not feeling pressure now, they will. Build urgency by highlighting upcoming legislation and market shifts – then position them as a first mover, not a late adopter.

🔹 Sell simplicity, not complexity
The tech might be clever, but your pitch shouldn’t be. Break down the operational lift, make the rollout feel doable, and remove any perceived barriers.

Sales is About Translating Vision Into Value

At its core, this is about connecting future-facing solutions with present-day business pressures. That requires empathy, commercial insight, and the confidence to challenge assumptions.

You don’t need your prospect to become an EV evangelist overnight. You just need them to see that this isn’t just a nice-to-have. It’s an investment – in efficiency, differentiation, and future readiness.

And with the right approach, that’s a far easier sell than it looks.

Need support converting cautious prospects into confident buyers?

At Air Marketing, we help growth-focused EV brands build high-performance sales strategies that cut through hesitation and accelerate adoption.

Get in touch and let’s talk about your sales goals.

Why Traditional Sales Approaches No Longer Work in Utilities – And What to Do Instead

Posted on by Hannah Sanders

“The best salespeople today act more like consultants than traditional reps.”

For years, the utilities sector has been powered by tried-and-tested sales tactics: cold calls, bulk mailers, and lengthy procurement cycles that move at the speed of a slow-charging EV battery. But times have changed. Customers are savvier, markets are evolving, and the old-school playbook is no longer fit for purpose.

So, if traditional sales approaches no longer work, what should utilities companies do instead? Let’s take a closer look at why the shift is happening – and how forward-thinking firms can adapt.

The Problem with Traditional Sales in Utilities

  1. Customers Have More Control

Once upon a time, utilities companies could dictate terms. Now, digital platforms have put power (literally and figuratively) in the hands of customers. Whether it’s comparing energy providers or choosing a new smart home solution, today’s buyers expect transparency, speed, and self-service options. If they have to jump through hoops to get information, they’ll simply go elsewhere.

  1. Procurement is No Longer a Slow Game

Historically, sales in the utilities sector involved long RFPs (Request for Proposal), multiple stakeholder approvals, and decisions that took months, if not years. But automation and AI-powered procurement tools have sped things up. Customers don’t have time for drawn-out pitches and old-school sales cycles.

  1. The “Push” Model is Dead

Hard-selling tactics and aggressive pitches feel out of place in today’s utilities market. Customers don’t want to be “sold to” – they want to be educated, advised, and empowered to make their own choices. The companies that focus on value, rather than just selling, will win the race.

The New Sales Playbook: What to Do Instead

  1. Shift to a Consultative Approach

Modern sales isn’t about convincing someone to buy; it’s about guiding them to the right decision. Utilities firms should act as advisors, helping customers navigate options, regulatory changes, and emerging technologies. Whether it’s sustainability, efficiency, or cost-saving strategies, the best salespeople today act more like consultants than traditional reps.

  1. Embrace Digital-First Sales

If customers are searching for solutions online, why are so many sales teams still relying on cold calls alone? Digital marketing, content strategies, and self-service portals allow buyers to do their own research before ever speaking to a salesperson. However, a well-timed, strategic cold call can still be an effective tool to engage decision-makers, clarify needs, and drive meaningful conversations. Companies that integrate digital-first sales strategies alongside personalised outreach will be the ones capturing demand, rather than chasing it.

  1. Focus on Personalisation

No one wants a one-size-fits-all pitch. With AI-driven insights and customer data analytics, utilities companies can personalise their outreach, ensuring customers receive relevant recommendations based on their specific needs. Whether it’s a tailored energy efficiency report or a predictive maintenance schedule, personalisation makes sales efforts more effective.

  1. Build Trust, Not Just Pipelines

The utilities sector is built on trust. Customers aren’t just buying a service – they’re making a long-term commitment. Sales teams need to focus on credibility, transparency, and customer education rather than quick wins. By offering valuable insights, engaging in thought leadership, and being upfront about costs and benefits, utilities firms can foster stronger, longer-lasting relationships.

The Bottom Line

Traditional sales methods in utilities are fading fast. Customers now expect seamless, digital-first interactions, personalised recommendations, and value-driven conversations. Utilities companies that shift away from outdated sales tactics and embrace a more consultative, tech-enabled approach will be the ones that thrive.

The future of sales in utilities isn’t about pushing harder – it’s about making it easier for customers to buy.

Now, who’s ready to rethink their sales strategy? Our sales and marketing experts can help. Speak to us on 07884 185911, or enquire here.

Business owner declining services over the phone

Follow The Leader: A Guide to Mastering Thought Leadership on LinkedIn

Posted on by Hannah Sanders

In a time where attention spans are short and trust is hard-won, thought leadership has become a key differentiator for professionals who want to influence, inspire, and lead within their industry. Decision-makers and customers alike are increasingly drawn to people, not just brands – especially those who consistently demonstrate expertise, credibility, and vision. This is where thought leadership comes into its own.

LinkedIn, with its professional DNA and engaged user base, offers an unrivalled platform for building and broadcasting thought leadership. But doing it well requires more than posting occasional updates – it’s a deliberate strategy, rooted in authenticity and informed by data.

What Defines a Thought Leader?

Thought leaders are recognised authorities in their field – individuals whose perspectives shape conversations and inspire action. They’re not defined solely by job titles, but by how they think, communicate, and contribute.

They speak with purpose. They challenge conventional thinking. And they offer tangible value, be it insight, foresight, or guidance.

Why Thought Leadership Matters in Today’s Market

Trust drives B2B buying decisions. In an environment where traditional advertising is met with increasing scepticism, thought leadership allows professionals to earn that trust through substance.

A robust thought leadership presence can:

  • Position you as a go-to expert
  • Increase visibility in your niche
  • Drive meaningful engagement with your target audience
  • Influence key decision-makers and open doors to new business opportunities

It’s not just about being better – it’s about being heard, remembered, and respected.

Why LinkedIn is the Platform of Choice

LinkedIn isn’t just a digital CV repository – it’s a modern marketplace of ideas. With over 1 billion members globally, it provides direct access to business leaders, influencers, and communities.

Unlike other social platforms, LinkedIn’s algorithm actively rewards relevance and expertise. This means your content has a better chance of reaching the right audience – if it’s crafted strategically.

Building Your Foundation

Personal Brand Development

Your thought leadership journey begins with self-awareness. Define your personal values, tone of voice, and unique perspective. Authenticity is critical – people follow people they relate to.

From there, ensure your profile mirrors this identity. A compelling headline, professional photo, value-led summary, and keyword-optimised experience sections are essential.

Profile Optimisation

Think of your LinkedIn profile as your landing page. It should instantly communicate:

  • Who you help
  • How you help them
  • Why you’re credible

Add rich media, highlight certifications, and request recommendations that speak to your strengths.

Content Strategy

Thought leadership isn’t about self-promotion – it’s about contribution. Your content should inform, inspire, or challenge. Mix personal insight with practical value.

Start by identifying your audience’s pain points and map content pillars around them. Then layer in your own stories and successes.

Building Credibility

Endorsements & Recommendations

Social proof is powerful. Actively seek endorsements for key skills, and request recommendations that reinforce your expertise from trusted clients or peers.

Associate with Other Experts

Strategic associations matter. Collaborate with recognised voices in your space through guest posts, comments, or co-created content to amplify your reach and credibility.

Speaking Engagements & Webinars

LinkedIn Live events or hosted webinars are prime opportunities to showcase leadership. They allow for direct audience interaction and cement authority in real-time.

Highlight Your Skill Set

Use your profile’s skills section to spotlight niche capabilities. Support them with content that puts those skills into context – such as case studies or behind-the-scenes insights.

Types of Content That Cut Through

Articles vs. Posts

  • Articles allow for long-form, in-depth analysis – perfect for SEO and thought pieces.
  • Posts are ideal for short-form commentary, personal stories, and interactive content.

Use both strategically.

Case Studies

Nothing builds trust like proof. Share stories that demonstrate results, focusing on the problem, process, and measurable outcome.

Video Content

Video adds human depth. Keep it concise, focus on one idea, and ensure strong captions for silent viewers.

Interactive Content

Polls and questions invite dialogue. Use them to gather insight and stimulate conversation.

Consistency is Key (as cliché as that sounds!)

Build a rhythm – whether posting twice a week or daily. Consistency builds trust, familiarity, and momentum.

Guest Content & Collaborations

Co-create content with other thought leaders, and be sure to tag them and their company in your posts. It extends your reach and adds layered credibility.

Use Data & Trends

Provide analysis of relevant market trends or share data-backed insights. This establishes you as someone who not only observes – but interprets.

Smart Networking Strategies

Find and Connect with Influencers

Engage with their content before reaching out. Make connections meaningful by referencing shared interests or ideas.

Community Engagement

Be generous with your insight. Comment thoughtfully, add perspective, and share content that aligns with your positioning.

Cross-Promotion

Highlight other people’s content, not just your own. It builds goodwill and often leads to reciprocal visibility.

Targeted Outreach

Segment your outreach by industry, geography, or company size. Tailored messages convert better and start stronger relationships.

Maximising LinkedIn’s Features

LinkedIn Stories

Use Stories (or short-form video snippets) to share behind-the-scenes insights or quick wins. They add personality to your brand.

LinkedIn Analytics

Track performance – but look beyond vanity metrics. Focus on engagement quality, profile views, and connections made.

LinkedIn Groups

Participate in – or better yet, lead – niche communities. It’s a powerful way to build authority in specific verticals.

LinkedIn Newsletters

An underutilised tool that delivers directly to inboxes. Use it to publish consistent, long-form content on a regular schedule.

Advanced Approaches

LinkedIn Premium & Sales Navigator

Both offer deeper insights into who’s viewing your profile, advanced search capabilities, and better outreach tools – useful for targeted growth.

Multi-Channel Strategy

Integrate your thought leadership with your website, newsletters, podcasts, or X. Ensure content is adapted to each platform but consistent in message.

Collaboration Tools

Use LinkedIn’s document sharing or collaborative article features to co-author thought pieces with others or involve your audience in content creation.

To summarise…

Thought leadership on LinkedIn is no longer a nice-to-have – it’s a strategic imperative for professionals who want to influence at scale. In an increasingly noisy digital world, those who lead with substance, consistency, and credibility will stand out – and be sought after.

By treating your presence not as a series of posts, but as a cohesive leadership narrative, you position yourself not only as an expert – but as a trusted voice that shapes decisions. The opportunity is clear: people buy into people. LinkedIn just happens to be where they’re listening.

Beyond the Bill: How Utilities Providers Can Retain Customers with Better Engagement

Posted on by Hannah Sanders

In an era where switching providers is easier than ever, utility companies risk losing customers not just to better prices, but to a lack of meaningful connection.

While most marketing efforts focus on customer acquisition, sustainable growth requires a proactive retention strategy. Utilities companies must shift their approach, leveraging personalised content, automated engagement, and customer advocacy to enhance loyalty and lifetime value. 

 

The Challenges of Retention in the Utilities Industry 

Unlike other industries, utilities companies often struggle with long-term customer relationships. The key issues include: 

  • High Customer Churn – Customers frequently switch providers for better pricing, making retention difficult. 
  • Acquisition-Focused Marketing – Many utilities invest heavily in acquiring new customers but neglect retention efforts. 
  • Transactional Relationships – Customer engagement is often limited to billing, leading to weak emotional connections. 
  • To build lasting relationships, utilities providers must rethink their engagement strategies. 

 

Personalised Experiences for Stronger, Lasting Relationships 

Customers today expect personalised experiences, even from utility providers. Generic communication leads to disengagement, but tailored content strengthens relationships, boosts satisfaction, and improves retention. Here’s how utility providers can make it work: 

  • Customers expect tailored experiences across all industries, including utilities. Personalised content can help providers root deeper connections. 
  • Segmented Email Campaigns – Sending targeted content based on customer usage patterns, preferences, and demographics keeps them engaged. 
  • Energy Usage Insights – Offering personalised reports and recommendations on reducing energy consumption adds value beyond service delivery. 
  • Customised Offers & Rewards – Providing exclusive discounts or loyalty rewards based on customer behaviour can increase retention. 
  • By leveraging customer data, utility companies can create marketing campaigns that feel relevant and meaningful. 

 

Keeping it Consistent with Automated Engagement 

Automation keeps utility providers connected through billing reminders, AI chatbots, and triggered campaigns. When customers feel valued, they stay loyal: timely, relevant interactions matter. 

  • Automation ensures that utility companies maintain ongoing engagement with customers without requiring constant manual effort. 
  • Proactive Billing & Payment Reminders – Automated notifications can help prevent late payments and reduce frustration. 
  • Chatbots & AI-Powered Support – Instant responses to customer inquiries improve satisfaction and prevent frustration-driven churn. 
  • Triggered Engagement Campaigns – Sending automated messages based on customer actions (e.g., contract renewals, high usage alerts) keeps customers informed and engaged. 
  • When customers feel valued and supported, they are less likely to seek alternatives. 

 

From Customers to Champions 

Happy customers drive loyalty. Referral programs, reviews, and community engagement turn them into brand champions: here’s how utilities can harness advocacy effectively. 

  • Word-of-mouth and peer recommendations are powerful drivers of loyalty. Utilities companies can encourage advocacy by turning satisfied customers into brand champions. 
  • Referral Programs – Offering incentives for customers who refer friends or family can increase retention while driving new customer acquisition. 
  • User-Generated Content & Reviews – Encouraging customers to share their positive experiences builds trust with potential and existing customers. 
  • Community Engagement & Education – Hosting webinars, workshops, or community initiatives can strengthen relationships beyond service transactions. 
  • Loyal customers who feel appreciated are more likely to stay and recommend the provider to others. 
  • Shifting from Transactions to Relationships 
  • To reduce churn, utilities companies must transition from transactional interactions to value-driven engagement. Rather than focusing solely on pricing, providers should: 
  • Educate Customers – Providing ongoing energy-saving tips and usage insights builds trust and perceived value. 
  • Be Proactive – Addressing issues before they arise (e.g., outage notifications, contract renewal reminders) improves the customer experience. 
  • Offer Continuous Value – Regular engagement through useful content, rewards, and support strengthens long-term relationships. 

Winning customer loyalty in the utilities sector takes more than low prices—it requires strategic engagement. By leveraging personalised marketing, automation, and advocacy, utility providers can turn one-time customers into long-term brand champions.

Looking to strengthen your retention strategy? Our marketing experts can help you implement retention strategies to create meaningful customer connections that drive loyalty and growth. Let’s talk about how we can support your business.

Opinion piece by Digital Marketing Lead, Nicola Roberts. 

Winning B2B Contracts in Utilities: How to Stand Out Without Slashing Prices

Posted on by Hannah Sanders

In the highly competitive utilities market, many sales teams feel pressured to lower prices just to secure contracts. Procurement departments often prioritise cost-cutting, making it difficult to showcase the true value of a service. However, competing on price alone erodes profitability and turns services into commodities. Instead, utility providers must adopt smarter sales strategies – focusing on value-based selling, service excellence, and long-term partnerships. At Air Marketing, we help sales teams win more contracts without sacrificing margins.

Value-Based Selling: Shifting the Conversation

Price-driven sales often overlook the bigger picture: the long-term benefits a provider can offer. Value-based selling shifts the conversation from cost to impact.

  • Highlight Total Cost of Ownership (TCO) – Instead of focusing on the upfront price, emphasise the long-term savings your service provides, such as efficiency gains, reduced downtime, or sustainability benefits.
  • Showcase ROI – Use case studies and data-driven insights to demonstrate how your services have delivered measurable results for similar businesses.
  • Customise Solutions – Tailor your proposal to address the prospect’s unique needs, proving that your offering provides more than just basic utilities.
  • At Air Marketing, we train sales teams to craft compelling value propositions that resonate with B2B decision-makers.

Service Excellence: A Key Differentiator

Utility contracts are about more than just price – they’re about reliability, customer support, and operational efficiency. Many B2B buyers are willing to pay more for a provider they can trust.

  • Guarantee Reliability – Highlight your track record for service uptime, response times, and proactive issue resolution.
  • Offer Superior Customer Support – Show how your dedicated account management, fast response times, and proactive service can reduce operational stress for the buyer.
  • Use Client Testimonials – Leverage existing happy clients to reinforce your reputation for quality and dependability.
  • By emphasising service excellence, utility providers can create a strong case for why their offering is worth the investment.

Strategic Negotiation: Controlling the Sales Process

Effective negotiation isn’t about conceding on price – it’s about steering the conversation toward mutual benefit.

  • Anchor on Value, Not Cost – Open negotiations by reinforcing the benefits of your service rather than justifying your price.
  • Offer Tiered Pricing Models – Providing flexible solutions with different service levels can help prospects find an option that meets their budget without requiring heavy discounts.
  • Leverage Differentiators – Use exclusive benefits (e.g., energy efficiency solutions, compliance support, analytics) as negotiation tools to justify your pricing.
  • At Air Marketing, we equip sales teams with the skills to navigate procurement conversations confidently, ensuring they retain control of the sales process.

Relationship Building for Long-Term Success

Winning contracts isn’t just about closing a deal – it’s about securing long-term partnerships that drive recurring revenue.

  • Invest in Account Management – A strong post-sale experience leads to renewals and referrals, reducing the pressure to chase new business.
  • Provide Ongoing Value – Regular check-ins, market insights, and proactive recommendations strengthen your position as a trusted advisor.
  • Build Stakeholder Relationships – Engage multiple decision-makers within an organisation to ensure broader buy-in and reduce dependency on a single point of contact.

In a market dominated by price wars, utility providers must stand out through value-driven sales strategies. By focusing on value-based selling, service excellence, strategic negotiation, and long-term relationship building, sales teams can win more contracts without sacrificing margins. At Air Marketing, we provide expert sales support, coaching, and lead generation to help utility providers secure high-value contracts. If you’re ready to elevate your sales approach, get in touch with our team today.

Opinion piece by Account Director, Alex Burgess.

Electricity Pylons

The Digital Marketing Trends to Watch Out for in 2025

Posted on by Hannah Sanders

The digital world is evolving, and 2025 is shaping up to be another transformative year in marketing. With advancements in artificial intelligence (AI), the rise of voice commerce, and immersive technologies becoming more accessible, staying ahead of these trends is critical for companies that want to thrive.

Let’s break it down and see what’s in store for digital marketing in 2025!

1 – AI and Machine Learning: Revolutionising Marketing

Artificial intelligence and machine learning will play an even bigger role in digital marketing in 2025. These technologies are already enhancing customer segmentation, automating processes like lead nurturing, and making content creation faster and more efficient. By next year, expect AI tools to be more intuitive and accessible, enabling businesses of all sizes to streamline routine tasks and focus on strategic growth.

AI-powered chatbots and virtual assistants are also levelling up. No longer clunky or impersonal, they’re becoming more capable of holding natural, human-like conversations that improve customer experiences.

TOOLS TO SHOUT ABOUT:

  • HubSpot: For automating lead nurturing and email campaigns with AI-driven personalisation.
  • ChatGPT: For drafting blog posts, product descriptions, and social media captions.
  • Canva: Uses AI to assist in graphic design creation with templates tailored to business needs.
  • Drift: Offers conversational marketing and AI chatbot solutions tailored for lead conversion.

2 – Voice Search and Voice Commerce: The Conversational Future

Voice search is becoming a standard way for people to interact with brands online. Thanks to smart speakers and voice assistants, users now rely on conversational queries like, “What’s the best Thai food nearby?” instead of typing traditional keyword phrases such as “best Thai restaurants.”

This shift will have significant implications for SEO. To stay visible, brands will need to optimise their content for natural language and long-tail keywords that reflect how people speak. Additionally, voice commerce – the ability to shop and purchase via voice commands – is gaining more traction. Businesses should ensure their websites and online stores are voice-friendly, resulting in a clear competitive advantage in the coming years.

TOOLS TO SHOUT ABOUT:

  • SEMrush: For tracking natural language keywords and voice-search readiness.
  • Yoast SEO: Offers tools for optimising web content for voice queries.
  • Google Actions: Enables integration with Google Assistant for voice commerce.

3 – Virtual Reality: Beyond Novelty

Virtual reality (VR) is no longer just for gaming! It’s becoming a powerful tool for creating engaging and practical experiences in sectors like retail and property. Imagine trying on clothes or makeup virtually before making a purchase. Brands investing in VR are finding unique ways to connect with their audiences, offering convenience and personalisation. Early adopters of VR stand to differentiate themselves, providing memorable customer experiences that build loyalty and increase brand visibility.

TOOLS TO SHOUT ABOUT:

  • ShopifyAR: Let’s businesses offer 3D product models for immersive shopping experiences.
  • Matterport: For creating VR property tours and retail spaces.
  • Zakeke: For 3D and AR visualisations in ecommerce.

4 – The Continued Dominance of Video Content

Video content continues to dominate the digital space, with platforms like TikTok, Instagram, and YouTube leading the charge. Short-form, attention-grabbing videos remain highly effective, but in 2025, the focus will shift further toward personalised, value-driven content.

Consumers don’t just want to be entertained; they want content that aligns with their interests and needs. Brands that can create this kind of connection through video will drive higher engagement and build stronger relationships with their audiences.

TOOLS TO SHOUT ABOUT:

  • Adobe Premiere Pro: A professional-grade tool for video editing.
  • CapCut: Popular among TikTok creators for quick, engaging video edits.
  • Nesti: Specialises in video personalisation at scale, delivering tailored content to individual audiences for increased engagement.

5 – Simplicity and Focus: Keys to Success

Simplicity will be the secret to standing out in 2025. Instead of spreading resources thin across every platform or chasing every trend, successful marketers will focus on a few core goals and prioritise quality over quantity. Streamlined strategies that deliver meaningful results will outperform scattered approaches.

The bottom line? The future belongs to brands that combine innovation with authenticity. By embracing trends like AI-driven personalisation, voice commerce, and immersive VR experiences, us marketers can craft campaigns that go beyond grabbing attention. Staying ahead of these trends isn’t just about keeping up; it’s about leading the way and building experiences that truly resonate with your audience.

2025 isn’t just another year in digital marketing – it’s an opportunity to redefine how we connect with consumers!

Opinion piece by Senior Digital Marketing Executive, Nicola Roberts.

Voice Search

5 Common Marketing Campaign Mistakes and What to Do Instead

Posted on by Hannah Sanders

Marketing campaigns can be complex, and even experienced marketers can fall into certain traps that limit success. By recognising these common mistakes and learning how to avoid them, you can optimise your efforts and maximise your results. 

Here are five frequent marketing pitfalls and how to address them. 

 

1. Going all-in without testing

Launching a campaign without testing can be a costly gamble. Even the most brilliant ideas may not perform as expected if they don’t resonate with your audience.

The Mistake: Allocating your entire budget to a campaign without testing its potential. 

What to Do Instead: Start small. Test different variations of your content, targeting, and messaging. A/B testing can reveal what works best, helping you refine your approach before scaling up. This reduces risk and ensures your budget is spent effectively. 

 

2. Assuming you know your audience

It’s easy to make assumptions about your audience based on past campaigns or general intuition, but audiences evolve, and their needs can shift.

The Mistake: Skipping audience research and relying on guesswork. 

What to Do Instead: Create detailed buyer personas based on real data. Use customer surveys, analytics tools, and insights to understand your audience’s pain points, preferences, and goals. Tailor your messaging to address these specifics, ensuring a more targeted and effective campaign. 

 

3. The “set it and forget it” approach

Marketing isn’t a “launch and leave” activity. Campaigns need regular monitoring to ensure they’re performing well, aligned with your objectives and deliver ROI.

The Mistake: Failing to track and optimise campaign performance once it’s live. 

What to Do Instead: Schedule regular reviews to assess key metrics like click-through rates (CTR), conversions, and cost-per-acquisition. Make adjustments as needed—whether that’s tweaking your targeting, updating creative assets, or reallocating your budget to higher-performing channels. Active management can significantly improve outcomes. 

 

4. Highlighting Features over Benefits

It’s tempting to focus on the features of your product or service, but customers want to know what’s in it for them, what problem are you trying to solve? You need to think ‘customer first’.

The Mistake: Marketing technical features rather than emphasising the value they provide. 

What to Do Instead: Shift your focus to the benefits. Instead of saying a product has “advanced reporting capabilities,” explain how it “saves hours of manual work.” Clearly communicate how your offering solves problems or improves the customer’s life. 

 

5. Forgetting to measure ROI

Success isn’t just about engagement metrics; it’s about return on investment. Without measuring ROI, you risk wasting resources and missing opportunities to optimise future campaigns.

The Mistake: Overlooking financial outcomes when evaluating campaign success. 

What to Do Instead: Define clear, measurable goals from the outset and track your performance against them. Use tools like Google Analytics and CRM systems to connect your campaigns to tangible outcomes like revenue or lead generation. Measuring ROI ensures your efforts align with business objectives and deliver value. 

 

By avoiding these common pitfalls, you can create more effective, efficient campaigns that resonate with your audience and deliver results. Success often comes from testing, learning, and adapting along the way. 

 

Opinion piece by Digital Marketing Manager, Kylie Featherstone.

Marketing Campaign

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