An Energy Company Partnership to Scale Digital Marketing and Drive Strategic Growth
An energy company needed help to start digital marketing to business customers—so we became their strategic partner.
Companies come to BFT for expertise to strengthen their digital initiatives and drive meaningful results. After conducting a national search, a consultant familiar with our reputation in the B2B space recommended BFT. We partnered with an internal marketing team at an energy company to enhance and accelerate their digital efforts by sending communications to their B2B audience for the first time ever.
By working as an extension of their internal marketing team, we provided targeted support, strategic guidance, and hands-on expertise to address complex challenges for their business audience.
Our approach prioritized a heavy emphasis on sustainable marketing strategies tempered with the realities of the organization’s limitations and technology roadmap. We ensured that we complemented their existing capabilities while introducing innovative solutions tailored to their goals.
Through open communication and a commitment to shared success, we were able to help the internal team achieve measurable progress and set a strong foundation through benchmarking and building for ongoing digital growth.
A Need for Scalable Digital Support
While the internal team had strong foundational skills, they lacked the capacity and specialized knowledge to bring their message to the B2B audience for the first time. They needed support to execute campaigns, align marketing with broader business goals, and explore new avenues to reach business customers, all while maintaining brand consistency and quality.
We started simple by placing campaigns in market, benchmarking, then building on results and adding technology as we scaffolded up their level of sophistication and digital maturity.
The Challenge: Bridging Strategy and Execution
The client’s challenges were multifaceted.
Internally, they struggled to translate yearly business unit goals into actionable marketing KPIs. Their team was stretched thin, making it difficult to manage and optimize multi-channel campaigns. Additionally, they were venturing into new industries and asked for strategic help to navigate unfamiliar territory.
The team needed a marketing plan for brand consistency across collateral and digital marketing. Gaps in creative execution across both digital and traditional media hindered their efforts, but BFT was able to step in and deliver a cohesive plan to cover the full strategy.
Why the Energy Company Chose Blue Flame Thinking
The team engaged BFT to serve as a true partner—one that could integrate seamlessly with their internal team, offer strategic insight, and provide hands-on execution.
Our reputation for balancing high-level strategy with tactical delivery made us the ideal choice. Our agency setup also makes us nimble and able to respond to feedback and changes quickly.
Solution: A Collaborative, Integrated Approach to Energy Marketing
BFT approached the engagement as an extension of their internal team. Our goal was to complement their existing capabilities while introducing fresh ideas and proven strategies.
Through open communication and a flexible engagement model, we were able to support both strategic planning and day-to-day execution. After the initial engagement, the relationship has grown into a partnership for more than half a decade.
Our BFT Energy Marketing Process: From Discovery to Delivery
We began with a discovery phase to understand their workflows, goals, and pain points. From there, we developed a tailored plan that included messaging frameworks, yearly marketing plans, and campaign execution.
We worked across digital and print channels, delivering assets and insights that aligned with their business objectives. Our team also provided ongoing consultation to guide new business initiatives and market expansion.
Key Project Elements Delivered
Some of the most impactful components of the project included:
Strategic pivots
Supporting strategic pivots into new industries with tailored marketing approaches
Messaging maps
Building messaging maps to unify brand voice across channels
Plans ↔ KPIs
Aligning yearly marketing plans with business unit KPIs
Integrated campaigns
Executing integrated campaigns — email, paid social, GDN, PPC, and content marketing
Print & display design
Designing print ads, banners, event booth graphics, and direct mail pieces
Results: Empowering Business Program Growth and Innovation
Our partnership helped the internal team strengthen their ability to execute and scale digital marketing efforts. Marketing activities became more closely aligned with business goals, and campaign performance improved measurably across multiple channels.
Most importantly, we helped establish a foundation for long-term growth and innovation in their marketing strategy.
Marketing That Moves With the Business
No matter the size of your business, the BFTeam is adept at working with stakeholders of every level. We work with CEOs, marketing directors, founders, entire C-suites, sales teams, IT departments, external vendors, and more to solve your marketing challenges.
Reach out for more examples of how we can work with your team.
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Marketing Strategy, Copywriting, Digital Marketing, Paid Advertising & Campaigns, Email Marketing, Marketing PlansIndustries
Energy MarketingCredits
