Solar Marketing Playbook 2026: Proven B2B Lead Gen Strategies

Introduction

Is your solar company’s marketing strategy ready for 2026? The stakes have never been higher for B2B solar firms. The commercial solar market is booming – Q1 2025 saw a 108% year-over-year surge in U.S. commercial solar installations (1).

This growth means massive opportunity, but also fierce competition as more players vie for the same business customers. Customer acquisition costs are climbing (some solar providers saw digital ad costs jump 38% in a single year) (2), making it harder and more expensive to generate quality leads. Simply relying on referrals or outdated tactics won’t fill your sales pipeline anymore.

One approach to tackling this challenge is partnering with an energy and solar lead generation agency like Martal Group – which specializes in B2B solar and energy leads – effectively outsourcing prospecting and appointment-setting to a team with sector expertise.

In this playbook, we’ll break down proven strategies to generate sales leads in the solar and cleantech sector. From content marketing and SEO to targeted outreach, account-based marketing (ABM), and smart sales outsourcing, you’ll learn how top solar companies are building predictable lead flow. By the end, you’ll have a practical roadmap to attract and convert more solar leads in 2026 and beyond. Let’s dive in.

The Solar Marketing Landscape in 2026: Opportunities & Challenges

Commercial and industrial solar adoption is at an all-time high. Globally, solar installations are breaking records; in the U.S. alone, solar (along with storage) made up 82% of new electric capacity additions in Q1 2025 (3). Corporations and governments are investing heavily in renewables, meaning more potential B2B customers for solar providers. Critically, corporate sustainability initiatives are a huge driver – companies with ESG goals are actively seeking solar and clean energy solutions (3). All this translates to a fertile market for solar installers, EPCs, and technology providers.

However, thriving in this market isn’t automatic. Many solar businesses struggle with inconsistent lead flow and long sales cycles. According to a 2024 SolarReviews industry survey, customer acquisition was cited as the second-biggest barrier (after permitting) by solar companies (2). 31% of solar firms said acquiring customers is a top challenge, tied with financing costs (2). Even though demand for solar is high, reaching the right decision-makers and converting them is no small feat. Solar deals, especially B2B, often involve complex sales (multiple stakeholders, significant capital, technical due diligence).

Solar companies report customer acquisition as a top challenge (2). In a 2024 industry survey, 31% of solar businesses cited “customer acquisition” as a primary barrier to success – nearly as many as those concerned about permitting (2). This highlights the need for effective marketing and lead generation strategies to reach qualified prospects.

The implication: to capitalize on the booming market, you need a strategic marketing plan tailored to solar B2B. Throwing money at generic ads or relying on word-of-mouth won’t cut it. In 2026, successful solar marketing means combining targeted outbound outreach, digital marketing savvy, and industry-specific content to educate and engage prospects. In the next sections, we’ll break down exactly how to craft that plan – a solar marketing strategy built to generate and nurture B2B leads.

Crafting an Effective Solar Marketing Strategy

A winning solar marketing strategy starts with clear foundations. Before jumping into campaigns, ensure you’ve defined who you’re targeting, what your value prop is, and how you’ll measure success. 

How do you build a marketing strategy specifically for a solar company?

Start by defining your ideal customer profile (ICP) – industry, company size, location, decision-makers. Map out the buyer’s journey (awareness, consideration, decision), then align tactics for each stage. Blend content marketing, SEO, paid media, ABM, and outreach to attract and convert leads. Include tracking, lead scoring, and nurture sequences. Tailor messaging to emphasize ROI, environmental impact, and reliability – the top decision drivers in B2B solar deals.

Here’s how to set up your strategy:

• Identify Your Ideal Customer Profiles (ICPs): Be specific about the types of businesses and decision-makers you want to reach. For solar B2B, ideal profiles might include facilities managers of manufacturing plants (concerned with energy cost savings), sustainability or ESG directors at Fortune 1000 companies (driven by carbon reduction goals), or CFOs of commercial real estate firms (interested in ROI and incentives). Segment by industry, company size, location, and roles. This ensures your messaging resonates with each audience’s pain points. (For example, a solar installer might target facility directors at companies with large rooftops, while a solar software provider targets utility innovation managers.)
  
• Differentiate Your Value Proposition: Do you offer higher efficiency panels, zero-upfront PPA financing, proprietary software, faster installation, or proven results? Craft messaging that highlights how your solution addresses common pain points. Emphasize tangible outcomes (e.g. “cut energy costs by 30%” or “increase facility resilience with backup storage”). In the solar sector, education is key – many prospects aren’t solar experts. Your marketing should educate and reassure, positioning your company as a knowledgeable partner that de-risks going solar. Case studies, ROI calculations, and third-party validations (certifications, customer testimonials) help build credibility.
  
• Map the Buyer’s Journey: Understand how B2B solar buyers move from awareness to decision. Often, the journey starts with research (e.g. a facility manager googling “commercial solar ROI” or asking connections on LinkedIn), then internal discussions, then evaluating vendors. Align your marketing touchpoints to each stage. For awareness, provide educational content (blogs, guides, webinars on solar benefits). For consideration, offer assessments or calculators (e.g. custom savings reports). For decision, have strong proof (case studies, ROI analyses, reference clients). Ensure sales and marketing coordinate on follow-ups and nurturing at each stage.
  
• Set SMART Goals & KPIs: Define specific, measurable objectives for your marketing. For instance: “Generate 50 qualified B2B solar leads per quarter”, “Book 10 sales appointments with VP-level prospects monthly”, or “Achieve a 5% email campaign response rate”. Track KPIs like lead volume, cost per lead, conversion rate to opportunities, and ultimately customer acquisition cost (CAC) vs. lifetime value (LTV). By tracking these, you can gauge what strategies yield quality leads at a sustainable cost. If you work with a solar marketing agency, they should provide transparent reporting on these metrics.
  
• Budget & Resource Allocation: Determine what resources you need. Budget for key activities (e.g. a LinkedIn Ads campaign targeting CFOs might require $X/month, an SEO content program might need Y articles/quarter). Identify internal owners vs. tasks to outsource. You might decide to keep content creation in-house (where your subject-matter expertise is vital) but outsource appointment setting or email outreach to a partner like Martal. Many solar firms choose a hybrid approach: leverage an agency’s Sales-as-a-Service team for pipeline generation while the in-house team focuses on closing deals and account management. (Martal’s flexible sales-as-a-service model is one example, providing fractional SDRs and account execs on-demand.)
  
• Plan a Multichannel Campaign: Your strategy should outline the mix of channels and tactics (we’ll detail these next). For each channel – whether cold email, LinkedIn, SEO, webinars, or cold calls – set a role in the overall plan. For example, email might be for initial outreach and lead nurturing email drip campaigns; LinkedIn for networking and content distribution; phone calls for high-touch follow-ups and appointment setting; content/SEO for inbound lead capture over the long term. An omnichannel approach ensures you reach prospects through multiple touchpoints, reinforcing your message and increasing the odds of engagement (6).
  
• Create a Content Calendar: Content is the fuel for both inbound and outbound solar marketing. Plan a calendar of blog posts, whitepapers, infographics, videos, etc., addressing topics your prospects care about. For solar, this could include “How to Finance Commercial Solar Projects”, “Solar and ESG: A Guide for Sustainability Officers”, “Calculating Solar ROI for Industrial Facilities”, or “Top 2026 Solar Incentives for Businesses”. Use this content in many ways: SEO on your site, as gated assets for lead capture, as nurturing email content, and as talking points in sales outreach. Quality content establishes you as a thought leader and helps overcome education hurdles that often slow solar sales.
  

By thoughtfully designing your strategy with these elements, you set the stage for tactical success. Next, we’ll explore those tactics – first focusing on outbound sales strategies (proactively reaching out to prospects) and then inbound strategies (drawing prospects to you through marketing).

Outbound Lead Generation Strategies for Solar Marketing

Outbound marketing is all about proactive outreach – initiating contact with potential customers who haven’t engaged with you yet. In the solar B2B world, outbound lead generation can be extremely effective because you can laser-target the companies and roles most likely to benefit from your solution (think a curated list of 100 target accounts that perfectly match your ICP). Done right, outbound cuts through the noise and gets you in front of decision-makers that might not find you otherwise. 

What digital marketing tactics work best for solar companies in 2026?

• Content + SEO: Still the most cost-effective way to attract B2B traffic
• LinkedIn Ads & outreach: Key for connecting with commercial decision-makers
• ABM (Account-Based Marketing): Focuses spend on high-value targets
• Email automation: Efficient nurturing of leads over long sales cycles
• Video explainers + webinars: Help simplify complex solar offerings
• Intent data & AI tools: Surface hot leads before your competitors do
  The best programs use a hybrid approach – inbound + outbound + automation.

In 2026, effective outbound is highly targeted, personalized, and often powered by data tools. 

Here are the top outbound strategies for solar marketing, and how to execute them:

1. Cold Email Campaigns that Convert

Despite rumors of its demise, email outreach remains a cornerstone of B2B lead generation – and solar is no exception. A well-crafted cold email can open doors with hard-to-reach prospects. The key is to avoid spammy “mass blast” tactics and instead send highly targeted, personalized emails that speak to the recipient’s needs.

When designing your solar cold email campaigns, follow these best practices:

• Segment and Personalize: Work from a clean, segmented list aligned to your ICPs. Your email to a data center operations manager will differ from one to a university campus energy director. Use personalization tokens (name, company, industry references) and opener lines that show you’ve done your homework (“Noticed that ACME Corp set a 2030 carbon-neutral goal – we can help hit that via onsite solar installations.”). Personalized emails can dramatically boost reply rates compared to generic blasts (6).
  
• Compelling Subject & Value Proposition: Your subject line should grab attention without resorting to clickbait. Mentioning a relevant benefit or insight works well (e.g. “Cut Factory Energy Costs 20%? Let’s Talk Solar” or “Idea for [Company]: Monetize Your Roof with Solar”). Keep it under ~8 words if possible. In the email body, lead with value to them – e.g. “We recently helped a facility like yours save $250,000/year…”. Tie solar benefits (cost savings, ROI, reliability, sustainability) to that specific business’s context.
  
• Keep it Short and Conversational: Busy executives won’t wade through a lengthy email from a stranger. Aim for 3-5 brief sentences or bullet points. No dense paragraphs. Write in a friendly, helpful tone (use “you” more than “I/we”). Example structure: Hook (pain point or goal), Value (how you address it), Credibility (mini proof like a result or client name), Call-to-Action (suggest a brief call or meeting).
  
• Include Social Proof: If possible, name-drop a similar client or result. For instance: “We partnered with XYZ Manufacturing to install 5 MW of solar across their sites – cutting energy costs 25%. I think we could achieve something similar for you. Are you open to a quick chat?” This builds credibility. (Just ensure any namedropping is appropriate/allowed – public case studies are fair game.)
  
• Strong Call-to-Action: Conclude with a simple, low-friction CTA. Instead of “Would love to be your solar provider, let’s meet,” try “Interested in a 15-minute call next week to share a custom savings estimate for [Company]?” Make it easy to say yes. Also, include your contact info and a one-line company blurb under your signature (recipients will often scroll to see who is emailing them).
  
• Follow-Up Persistently: Don’t give up after one email. Set a sequence of follow-ups (3-5 emails spaced a few days apart is a common cadence). Often, a polite reminder or a new angle (“Thought you might like this brief case study on solar in manufacturing…”) in a second or third email prompts a reply. Use a sequence tool or CRM to automate this if possible. Pro tip: forward the original email with a one-liner “Hi [Name], just bumping this to top of your inbox in case you missed it” – this can double your chances of a response.

Using these techniques, cold email can yield excellent results. In fact, many solar deals start from a single well-timed email to a CFO or sustainability officer who hadn’t yet considered solar. If scaling email outreach is challenging in-house, consider outsourcing to a team like Martal’s dedicated cold email service – they specialize in writing and sending high-converting emails for B2B tech and energy sectors.

2. LinkedIn Outreach and Social Selling

For B2B marketing, LinkedIn is the powerhouse platform. It’s where your prospects maintain professional profiles, network with peers, and consume business content. LinkedIn can be leveraged in two main ways: direct outreach (messaging and connecting with prospects) and content-driven “social selling” (sharing content to build awareness and engagement). Both are highly relevant for solar marketing. Consider that a whopping 80% of B2B social media leads come from LinkedIn (4) – ignoring LinkedIn means missing a huge channel for leads.

LinkedIn dominates B2B social lead generation (4). Recent data shows LinkedIn accounts for around 80% of B2B leads generated via social media (4). As the chart illustrates, LinkedIn far outranks other social networks when it comes to sourcing quality B2B prospects. For solar marketers, this makes LinkedIn an indispensable channel for finding and engaging decision-makers.

Here’s how to make the most of LinkedIn for solar lead gen:

• Optimize Your Profiles: Both your company page and the profiles of client-facing team members (sales reps, execs) should clearly communicate your solar offering. Use a banner image (perhaps a project photo or solar panels), and in the headline/tagline mention what you do (“B2B Solar Lead Generation Specialist” or “Helping Commercial Facilities Go Solar”). A complete profile with a bit of personality (real photo, a concise summary of how you help clients) boosts credibility when you start contacting people.
  
• Prospect with LinkedIn Sales Navigator: Sales Navigator (a premium tool) is incredibly useful to build targeted lists of prospects. You can filter by industry (e.g. Food & Beverage companies), company size, job title (Energy Manager, VP of Facilities, Sustainability Director, etc.), geography, and more. This can surface hundreds of highly relevant contacts. Save these searches and leads. From there, you can either reach out directly on LinkedIn or export to coordinate outreach via email and phone as well (multi-channel, remember!).
  
• Connect and Engage: One approach is to send a personalized connection request to prospects. Mention a common group or interest if possible (“Noticed we both follow the Solar Energy Industries Association” or “Saw your post about ESG goals – great insights!”). Don’t pitch in the connection note – the goal is simply to connect. After they (hopefully) accept, you can follow up with a thank you and a gentle intro to what you do, or start engaging with their posts to warm the relationship. Over time, share content or insights that might interest them (no hard selling in every message).
  
• Leverage Content & Thought Leadership: Regularly post content on LinkedIn that would catch your prospects’ eye. This could be an article on “5 Ways Solar Helps Manufacturers Cut Costs,” an infographic on new solar incentives in 2026, or a short video tour of a solar installation your team completed. Use relevant hashtags (#solarenergy, #sustainability, #renewableenergy) and tag any partners or clients if appropriate (e.g. a success shoutout). Such content serves to educate your network and subtly market your expertise. Prospects you’ve connected with may see these posts and it reinforces your credibility. 97% of B2B marketers use LinkedIn for content marketing (4) – your competitors are likely sharing content, so you should too.
  
• Join Industry Groups: Participate in LinkedIn Groups relevant to renewable energy, cleantech, facilities management, etc. Answer questions, share knowledge – become a familiar name. While groups have lost some prominence on LinkedIn, they can still be a source of connections and lead to one-on-one conversations. Just avoid coming off as salesy in group discussions; focus on being helpful.
  
• Direct Messaging: LinkedIn InMail (or direct messages to new connections) can complement your email outreach. Sometimes a prospect will ignore emails but respond on LinkedIn, or vice versa. Keep LinkedIn messages short and conversational, similar to email but often even more informal (e.g. opener could be “Hi John – saw your company is expanding in Texas. We recently did a 2MW solar project there, thought it might be relevant to share.”). Note: With a LinkedIn lead generation service like Martal’s, much of this outreach can be handled for you, leveraging proven message sequences and connection strategies.
  

On LinkedIn, consistency is key. Dedicate time each week to send new connection requests, follow up with existing ones, and post or interact with content. Over time, you’ll build a network (and inbound leads may even come when prospects see your content and reach out). Many solar professionals have successfully nurtured leads on LinkedIn that eventually turn into RFQs or sales conversations.

3. Cold Calling and B2B Appointment Setting

The telephone – the original outreach tool – still plays a powerful role in 2026. Cold calling in B2B solar sales can be highly effective, especially for connecting with traditional industries where decision-makers might not respond to email or social media. A quick conversation can cut through weeks of back-and-forth emailing. The goal of a cold call isn’t necessarily to close a deal on the spot (rarely happens), but to secure a meeting or demo – hence the importance of appointment setting as a strategy.

Why consider cold calling? Statistics show that many buyers actually welcome it: 49% of B2B buyers prefer phone as the first contact, and 82% accept meetings from cold outreach (7) (8). In other words, calling can open doors that would otherwise stay closed. Here’s how to approach cold calling for solar lead gen:

• Build a Target Call List: Use your ICP research and tools like Sales Navigator or industry directories to compile a list of companies and contacts to call. Make sure you have direct phone numbers (or the company switchboard and extension). Prioritize quality over quantity – calling 50 well-researched prospects is better than randomly dialing 500. For each contact, know their name, role, and a bit about the company (size, what they do, maybe any recent news). This prep will distinguish you from generic telemarketers.
  
• Use a Call Cadence: Plan a cadence of call attempts and voicemails, integrated with other touches. For example, you might call a prospect on Monday morning – if no answer, leave a brief voicemail introducing yourself and mentioning you’ll send an email (then do so). Call again Wednesday afternoon referencing that email (“Just following up on the note I sent…”). By combining voicemail, email, and perhaps a LinkedIn message, you increase chances of a connection. Persistence is vital – research shows many reps give up after 1-2 calls, but often it takes 6+ attempts to reach a decision-maker (don’t worry, you can space them over a couple weeks so it’s not too aggressive).
  
• Perfect Your Opening Pitch: The first 15 seconds of a cold call determine if it continues or ends. Be friendly, mention their name, and get to the point with a value-focused hook. For instance: “Hi Mary, this is John Doe calling from SolarCo. Did I catch you at an okay time? [pause] … The reason I’m calling is we’ve helped several hospitals cut energy costs by 20% with onsite solar, and I thought the results might interest you at Green Valley Hospital.” This opener establishes relevance and value quickly. Avoid sounding like a rigid script – practice until you can deliver it naturally.
  
• Have a Conversation, Not a Monologue: If the prospect engages, great – keep it two-way. Ask a question early to involve them: “I understand you oversee facilities – are you folks currently exploring any solar or energy savings initiatives?” Listen actively to their response; if they mention a concern (“we looked into it but the upfront cost was too high”), tailor your next part to address that (“That’s exactly why we offer a financing model with no upfront – so budget isn’t an issue.”). Your goal is to identify their hot buttons and position solar (and your company) as a solution.
  
• Handle Gatekeepers and Voicemail: Often you’ll reach an assistant or a switchboard. Treat them with respect and a bit of savvy. Ask for the person by first name and last name confidently, as if expecting to be put through. If asked the nature of the call, you might say “I’m calling regarding a solution for reducing [Company]’s energy costs” – enough info to not seem secretive, but piquing interest. If you get voicemail (likely), leave a concise, upbeat message: “…We helped [Similar Company] save $X with solar. I’ll shoot you an email with my info as well. Hope to speak soon.” This multi-touch reference (voicemail + email) improves recall.
  
• Focus on Booking the Meeting: The cold call’s primary objective is usually to schedule a deeper conversation (an on-site visit, Zoom demo, technical consultation, etc.). So once you’ve delivered your value prop and gauged interest, go for the ask: “It might be worth a brief conversation to explore this further – would you be open to a 30-minute meeting next week? I can have our solar engineer walk through a preliminary savings analysis for you.” If they show interest but can’t commit, at least agree on a next step (even if it’s “call me back in a month”). Always get a calendar date if possible.
  

Many companies use specialized lead generation and appointment setting teams or services for this process. An appointment setting service (like Martal’s B2B appointment setting offering) will handle the cold calling and scheduling on your behalf, so your sales reps only have to attend qualified meetings instead of smiling-and-dialing all day. This can massively leverage your time. Martal’s team, for example, will contact and qualify prospects, then book meetings with key decision-makers for you – effectively acting as your outsourced SDR team.

Cold calling might be old-school, but when combined with modern data targeting and integrated into a broader campaign, it’s still one of the fastest ways to generate real conversations with prospects. Many solar projects – especially big commercial deals – ultimately got their start from a friendly phone call that put the opportunity on the customer’s radar.

4. Account-Based Marketing (ABM) for High-Value Targets

Account-Based Marketing isn’t a separate channel; it’s an orchestration of channels focused on a select list of high-value accounts. In solar B2B, ABM is particularly useful when there are a finite number of “dream clients” you want to win (e.g. a handful of large corporations or government entities). The idea is to treat those target accounts as “markets of one” – customizing your marketing and outreach specifically to them.

An ABM approach might include: creating personalized content for a target account (like an analysis “Solar Savings Opportunities for ACME Corp”), running LinkedIn ads that only show to that company’s employees, sending executives a gift or direct mail (a bold move, but a Lunch-and-Learn invite with lunch delivery can open doors), and coordinating multi-touch outreach from different angles. For example, a campaign to land a major retail chain could involve:

• A high-level thought leadership email from your CEO to their CEO about solar trends in retail.
  
• Simultaneous outreach from your sales rep to the VP of Operations with a tailored proposal.
  
• A targeted whitepaper on solar for retail emailed or mailed to key managers at that company.
  
• Inviting their team to a private webinar addressing their segment’s challenges.
  
• Retargeting ads displaying case studies of similar retail solar projects.
  

ABM requires tight sales and marketing alignment and extra effort, but the payoff of winning a whale account can be huge. The personalization shows the prospect you truly understand and value their business. Many solar developers use ABM to win anchor clients (like a big-box store chain or a major utility PPA deal) by essentially running a mini marketing campaign dedicated to just that account.

If ABM sounds resource-intensive, you’re right – but you can scale your level of investment to the potential value. Even doing “light ABM” where you cluster a few accounts by sector and personalize per sector (instead of per individual account) can improve relevance.

Coordinated Outbound = Better Results: However you execute your outbound – be it cold email, LinkedIn, calls, ABM or all of the above – remember that integrating these tactics is critical. Combining channels yields higher success than any single-channel silo. A prospect who sees your helpful LinkedIn post, then receives your email, then a polite call, is far more likely to respond positively than if they only got one touch. Modern outreach tools and CRMs allow sequencing and tracking across channels to ensure you’re hitting that optimal mix without overdoing it.

Outbound marketing, when data-driven and persistent, will proactively generate B2B solar leads and fill the top of your sales funnel. Next, we’ll shift gears to inbound strategies – which will help capture interest from those actively seeking solutions and nurture your prospects over the long sales cycle common in solar deals.

Inbound Marketing Strategies to Attract Solar Leads

Outbound efforts create demand by pushing your message out. Inbound marketing does the opposite – it pulls interested prospects in by providing content and experiences they actively seek out. In the solar industry, inbound marketing is valuable for educating the market (many business owners and executives are curious about solar but may not yet be in an active buying process) and capturing high-intent leads (those already researching solar solutions). A strong inbound engine will complement your outbound by nurturing prospects who aren’t ready for direct contact, and by generating additional organic leads at a lower cost.

Key inbound strategies for solar marketing include content marketing, SEO, digital ads, and webinars/events. Let’s break down each:

1. Content Marketing & SEO for Solar

Think about the questions and concerns your target customers have about solar. They’re likely googling things like “commercial solar ROI,” “solar incentives 2026 [Country/State]”, “best solar companies for businesses,” or “how does solar PPA work.” If you create quality content that answers these queries, you can attract those searchers to your website – and start building a relationship.

Search Engine Optimization (SEO) is crucial given that an estimated 96% of consumers (and likely a similar share of businesses) find a business online (9). You want your company to appear when prospects search for solar solutions. Here’s how to leverage content and SEO:

• Optimize Your Website: Ensure your site is modern, mobile-friendly, and fast. Create dedicated landing pages for key offerings (e.g. “Solar for Warehouses,” “Solar Lead Generation Services” etc.) and optimize titles and meta descriptions with relevant keywords like solar marketing, solar lead generation, commercial solar installation, etc. Also, include clear calls-to-action (like contact forms or “Request a Quote” buttons) on these pages to capture interested visitors.
  
• Regular Educational Content (Blog/Resources): Maintain a blog or resource center where you publish articles, guides, and case studies. Aim to be the go-to knowledge base for B2B solar insights. Some content ideas:
  
  • Guides/How-Tos: “How Businesses Can Profit from Solar in 2026: A Complete Guide”, “Step-by-Step: Implementing Solar Across Multiple Facilities.”
    
  • Case Studies: Showcase projects or campaigns (e.g. “How [Client] Saved $1M with a 5 MW Solar Install” – data-driven success stories build trust).
    
  • Industry Updates: “Breakdown of the Latest Solar Tax Credits for Commercial Installations”, or commentary on news (like new regulations or tech).
    
  • Comparison/Lists: “Top 5 Solar Financing Options for Businesses”, “Solar vs Generator Backup: Pros and Cons for Data Centers.”
    
• Incorporate relevant keywords naturally in these posts (for SEO) and include visual aids (charts, infographics). The more value you provide, the more you position yourself as a thought leader. Martal often uses content marketing in its campaigns because giving value first warms up prospects significantly (9).
  
• SEO Keyword Strategy: Do keyword research (using tools like SEMrush, Ahrefs, or Google Keyword Planner) around terms your audience searches. Focus on long-tail keywords that indicate intent. For example, “solar panels for manufacturing plants ROI” or “B2B solar lead generation agency” (if someone searches that, they might just find you if you’ve optimized for it). Create content targeting those terms. Also, consider regional SEO if applicable (e.g. “commercial solar installer California” if that’s your market).
  
• Link Building and Partnerships: To rank higher, get quality backlinks to your content. Partner with industry organizations, write guest posts on renewable energy sites, or sponsor solar industry reports – these can earn you links. Also, make sure any press releases or news mentions about your projects link back to your site. Higher domain authority = better Google ranking.
  

The payoff of content/SEO is often longer-term (it might take months to rank and for leads to trickle in), but it’s a gift that keeps on giving. An informative article you publish now could continue to bring in a steady stream of leads for years. For example, a thought leadership SEO approach – publishing authoritative content targeting transactional keywords – is exactly how top agencies like First Page Sage drive consistent leads for solar clients (10).

2. Webinars, Workshops & Events

Solar is a product that can benefit from a bit of show-and-tell. Hosting webinars or virtual workshops can draw interested prospects and give you a platform to pitch your expertise in a consultative way. For instance, you could host a webinar on “Solar in 2026: Navigating Incentives and Maximizing ROI for Commercial Enterprises.” Promote it via email, LinkedIn, and industry forums. Those who sign up are clearly interested in the topic (hello, marketing-qualified lead!). During the webinar, provide valuable info and lightly mention how your company helps implement these solutions. At the end, include a strong CTA (like offering a free solar site analysis to attendees).

Physical events are back too – consider attending or sponsoring industry conferences (energy expos, sustainability summits). Even hosting a private roundtable or lunch-and-learn for targeted prospects in a city can yield relationships. Post-event, you have a perfect reason to follow up with everyone you met, keeping the conversation going.

In 2026, hybrid events (in-person with virtual components) may be common. If you host a local seminar about solar financing, also stream it for a wider audience and record it to use as on-demand content later. Repurposing is key: one webinar can become a YouTube video, a blog summary, and a few social media snippets.

Martal sometimes incorporates webinar campaigns in lead gen – inviting prospects to a co-hosted webinar with a client, for example, as an initial touchpoint. It’s a softer sell that provides value first.

3. Pay-Per-Click (PPC) and Targeted Advertising

While organic search and social media are excellent, sometimes you need an extra push to get in front of prospects – that’s where paid ads come in. For B2B solar, the most relevant channels are often LinkedIn Ads and Google Ads (particularly search ads).

• LinkedIn Ads: You can run highly targeted campaigns on LinkedIn. For example, display sponsored content (like an infographic or case study) in the feed of users who are Facility Managers at manufacturing companies of 200+ employees in California. LinkedIn’s targeting by job title, industry, company size, etc., is very precise – but it can be pricey. Use compelling ad creative (“How XYZ Corp saved $500K with solar – see case study”) and a clear call-to-action (download an asset or sign up for a consult). LinkedIn ads are great for ABM too: you can target specific companies. Remember, LinkedIn is where 4 out of 5 B2B social leads come from, so it may justify the cost (4). Ensure you have a solid landing page to convert clicks to leads (e.g. a form to get a “Free Solar Savings Assessment”).
  
• Google Search Ads: Bid on keywords like “commercial solar installation [Your Region]” or “solar marketing agency” or “solar lead generation service” (whatever fits your offering). This captures prospects actively searching those terms. The competition from other solar companies or lead gen firms might be high, so choose niche keywords and use negative keywords to avoid irrelevant clicks (for instance, exclude “DIY” or “residential” if you only do B2B). A well-run search campaign can deliver a steady trickle of leads with clear intent, which are often high quality. Track conversions diligently to ensure ROI (i.e. know what a lead is worth to you so you don’t overpay for clicks).
  
• Retargeting Ads: Install a retargeting pixel on your site to capture visitors. Then, show them follow-up ads on LinkedIn, Google Display Network, or Facebook. Maybe someone visited your “Solar for Businesses” page but didn’t fill the form – a retargeted ad can remind them (“Still considering solar? Calculate your savings in 5 minutes with our tool.”). Retargeting keeps you top-of-mind and often has lower cost per click since the audience is warm.
  
• Industry Publications: Consider ads or sponsored content in industry-specific media. For example, if you target commercial real estate, maybe place an advertorial about solar in a CRE trade magazine or newsletter. Or sponsor an email blast by a solar industry newsletter highlighting your whitepaper. These can sometimes reach a concentrated relevant audience more credibly than generic ads.
  

Keep in mind, PPC works best when paired with strong content and landing pages. The goal is to convert the click into a lead – so offering something of value (a case study PDF, a free consultation, a calculator tool) in exchange for their contact info is key.

Monitor your ad campaigns closely. If the cost per lead is too high, adjust targeting or pause and rethink the approach. The beauty of digital ads is you get quick feedback and can be agile – something Martal emphasizes in their campaigns (constantly optimizing messaging and spend to maximize qualified meetings).

4. Nurturing Leads with Email & CRM

Not every lead will be ready to go solar today. In fact, in B2B, timing is everything – a company might love the idea but need budget approval next year, or they’re in the middle of another project. That’s why having an email lead nurturing program is vital to stay engaged over the long sales cycle.

Set up an email workflow for leads that aren’t immediately sales-qualified. For example, when someone downloads your solar ROI whitepaper, enter them into a drip campaign: Week 1 a “Welcome” email with the download link and a friendly intro, Week 2 a follow-up with a customer story, Week 4 an invitation to a webinar, etc. Regularly send out a newsletter (monthly or quarterly) with industry news, tips, and updates on your company’s projects. This keeps leads warm and educated.

Use a CRM to track interactions and set reminders. For instance, if a prospect said “call me in 6 months,” log that and have a task pop up to indeed call them in 6 months (and perhaps send a relevant article or success story in the meantime). When they are ready, your consistent touches will make you the first provider they think of – because you maintained the relationship (without being pushy).

Many solar deals are won by top solar lead generation companies that follow up consistently and add value over time, rather than those who make one pitch and disappear. Marketing automation tools (like HubSpot, Marketo, etc.) can lighten this load by automatically sending scheduled content and scoring leads based on engagement (so sales can jump on the “hottest” ones).

In summary, inbound marketing builds a sustainable pipeline. It ensures you’re not solely dependent on cold outreach or one-off campaigns – you have a machine that attracts and nurtures prospects continuously. The combination of inbound and outbound is truly a one-two punch: inbound warms them up, outbound reaches out and reels them in.

Before wrapping up, let’s talk about an important piece of the puzzle: whether to execute these strategies in-house or with an agency partner (and which agencies are leading in the solar marketing space).

Partnering with Experts: When and How to Outsource Lead Generation

As you implement the strategies above, you might realize it’s a lot to manage. Running content marketing, SEO, email campaigns, LinkedIn outreach, and ABM – all while your core team is trying to close deals and perhaps handle project execution – can stretch resources thin. This is where outsourcing to a specialized agency or Sales-as-a-Service provider can make sense. The right partner can execute much of your solar lead gen playbook for you (or with you), faster and often more effectively than a small in-house team could.

What should you look for in a solar digital marketing agency versus a general digital marketing agency?

A solar digital marketing agency understands the unique challenges of selling solar – from educating skeptical buyers to navigating policy-driven demand. Look for industry-specific experience, knowledge of solar ROI modeling, familiarity with incentives (like ITC), and the ability to target decision-makers in sectors like manufacturing, real estate, or education. A general agency may lack this context. A good solar agency will speak your language and know how to engage both technical and financial stakeholders.

When should you consider outsourcing? Here are a few scenarios:

• You need to ramp up lead flow quickly – e.g. you have aggressive growth targets or new markets to enter now, and can’t wait to hire and train a full internal SDR/marketing team.
  
• Your team’s expertise is in closing sales or engineering, not in prospecting or digital marketing. Rather than struggle up the learning curve, you prefer experienced pros to handle it.
  
• You want to test new channels (like cold email or LinkedIn outreach at scale) but lack the tools or know-how to do it properly in-house.
  
• Marketing is getting the leads, but sales bandwidth to follow up is limited – an outsourced appointment setting team could ensure every lead is contacted promptly and nurtured.
  
• You simply aren’t hitting your lead gen goals with the current setup and need fresh ideas and additional “feet on the ground” to course-correct.
  

One example of an outsourcing approach is partnering with a lead generation agency like Martal Group – which specializes in B2B solar and energy leads. Let’s look at what a top firm like Martal brings:

• Industry-specific expertise: Martal Group has dedicated sales teams with deep experience in the energy and cleantech sector. They understand the nuances of selling solar – from navigating long sales cycles to addressing technical and financial questions. This means they can ramp up quickly as an extension of your team, without a steep learning curve. Martal even segments their outreach based on sub-vertical (e.g. targeting facility directors for an installer client vs. sustainability officers for a solar software client) to ensure messaging hits the mark.
  
• Omnichannel SDR execution: When you hire Martal, you’re effectively getting an outsourced SDR team that works across email, phone, and LinkedIn in coordinated cadences. For instance, they will cold email prospects with personalized pitches, follow up with calls to those who engage, and engage on LinkedIn – creating multiple touchpoints. Their approach is very hands-on and persistent, which is tough for a lot of in-house teams to maintain consistently. By handling outbound prospecting for you, they keep your pipeline flowing while your salespeople focus on closing deals.
  
• Appointment setting and qualification: A huge value add is that Martal doesn’t just hand over raw leads – they actually schedule qualified sales meetings for you. Their reps will handle the outreach and nurturing needed to get a decision-maker to agree to a meeting or demo. They vet the prospect against your criteria (so you’re not stuck talking to unqualified contacts). On meeting day, your rep basically just has to join the call that Martal set up with a warmed prospect. This “meetings delivered” model is appealing because it directly translates to time savings and tangible sales opportunities.
  
• Rapid scalability: Need more leads yesterday? A partner like this can deploy additional SDRs or increase campaign volume far faster than you could hire internally. Martal, for example, provides fractional SDR teams on-demand – it’s “the ideal way to scale your pipeline quickly without scaling your staff,” as they put it. If you get funding and want to triple outreach, you flick a switch (budget-wise) and they allocate more resources. Conversely, if you hit a slow period, you can dial it back. This flexibility is hard to achieve in-house without overstaffing or scrambling.
  
• Data-driven targeting and AI tools: Top agencies employ advanced tools that many businesses don’t have in-house. Martal has a proprietary AI-driven sales platform that analyzes real-time intent data and buying signals to zero in on companies actively searching for solar solutions. It also automates tasks like email verification, follow-up scheduling, and email deliverability optimization (e.g. warming up sending domains, rotating sender accounts). The result is higher contact rates and fewer leads slipping through cracks due to tech issues. Essentially, you get state-of-the-art sales tech as part of the package – and the expertise to use it effectively.
  
• Results and accountability: A good outsourcing sales partner will be metrics-driven and transparent. Martal, for instance, shares detailed updates and has been able to generate impressive outcomes. (One energy sector client saw Martal deliver 316 leads, 218 SQLs, and 196 sales meetings in 15 months – a pipeline they likely couldn’t have built so fast alone.) Agencies typically work on monthly retainers or per-meeting fees, and you should expect regular reporting on KPIs like leads generated, conversion rates, etc. This keeps them accountable to delivering ROI. If performance lags, a reputable firm will adjust tactics proactively.
  

Of course, outsourcing inside sales doesn’t mean “set it and forget it” either – you’ll collaborate closely, especially early on, to align messaging and targeting. Think of an outsourced team as an extension of your own. You’ll need to arm them with a deep understanding of your value prop, differentiation, and any nuances in your customer base. The good news is agencies that specialize in solar likely have a head start, having worked with similar clients and prospects.

It’s worth noting that outsourcing lead generation is not an all-or-nothing decision. Hybrid approaches often work well: for example, your marketing team handles content and inbound, while an agency focuses on outbound appointment setting. Or you keep enterprise ABM in-house but outsource SME prospecting. The mix can be tailored to your strengths.

Finally, do your homework on choosing a partner – look at their track record in the solar/energy space, ask for references or case studies, and clarify expectations (number of leads per month, how they qualify, what happens if targets aren’t met, etc.). A true partner will be consultative and align their goals with yours (e.g. revenue growth, not just vanity metrics).

When done right, partnering with a solar lead generation agency or lead gen firm can be a force multiplier – accelerating your growth while freeing your team to focus on high-value activities. In the next section, we’ll actually highlight some of the top agencies to consider.

Top 7 Solar Marketing Agencies for 2026 

If you decide to engage an external expert, it’s important to choose the right partner. Below we’ve compiled a list of seven leading agencies that specialize in solar marketing and lead generation (focusing on those with strong reputations in the renewable energy B2B space). Martal Group tops the list as our #1 recommendation for commercial solar lead generation, followed by other capable agencies covering various aspects of solar marketing. 

1. Martal Group – B2B Energy & Solar Lead Generation Specialists 

Martal Group is an award-winning sales outsourcing and lead generation agency with over a decade of experience in solar and cleantech. Acting as a fractional SDR team, they manage prospecting and appointment lead generation for decision-makers, combining human expertise with AI-driven insights. 

They offer end‑to‑end services, from crafting targeted contact lists and launching personalized email/LinkedIn campaigns to cold calling and setting meetings with decision‑makers. Their system combines human sales expertise with a proprietary AI platform to identify prospects showing buying intent. They serve a broad array of niches including solar manufacturers, installers, financing/leasing firms, energy‑storage providers, ESCOs and more. 

Key Features:

• Access to a large contact database: 220+ million contacts and 10+ million real-time intent signals for targeting companies already researching solar/energy solutions.
• Dedicated sales executives with 3–5 years of commercial sales experience in the energy sector; they handle conversations with decision-makers.
• Proprietary AI SDR platform that manages multivariate testing of messaging, micro-segments audiences, and optimizes outreach across email, LinkedIn, and phone.
• A defined multi-step process:
  • Build outbound strategy (market research + AI insights + ideal-customer profile)
  • Curate high-intent lead lists (using ICP criteria + intent data)
  • Launch micro-segmented omnichannel campaigns across email, LinkedIn, and phone
  • Real-time campaign optimization by AI + human review
  • Nurture, qualify, and book meetings with decision-makers for clients’ sales teams
    
• Clear channel support for global outreach (North America + EMEA)
• Emphasis on delivering qualified sales-ready meetings rather than just raw leads

This structured, data-driven approach allows clients to maintain a consistent pipeline while leveraging specialized energy-sector knowledge.

Ideal For:

• Solar panel manufacturers, installation companies, renewable-energy project developers, EV and energy-storage solution providers, ESCOs, renewable-energy consultants, and solar software/technology firms.
• B2B solar/energy businesses looking to outsource their sales outreach and appointment setting, particularly if they want to scale quickly with a team familiar with the energy sector.
• Organizations that already have a sales-closing process in place and want to offload prospecting and meeting-booking tasks to a specialized partner.

They have helped solar firms land major clients; for example, in one case Martal delivered 316 leads and 196 qualified meetings in 15 months for a solar solutions provider(5). If you’re looking to quickly scale your B2B solar pipeline with an outsourced team that “gets” the energy industry, Martal Group is a top choice. 

2. AnyBiz – AI-Powered Solar Lead Gen Platform

Overview: AI-driven platform automating outreach via email, LinkedIn, and voicemail. Handles follow-ups based on responses, but still requires guidance on targeting and messaging.

Key Features:

• AI prospect identification by industry, role, and location
• Automated multi-channel outreach (email, LinkedIn, voicemail)
• Response-based follow-ups
• Scalable execution without constant human oversight

Ideal For: Solar companies needing consistent touchpoints across a broad market with minimal manual effort.

3. Solar Exclusive – High-Intent Lead Provider

Overview: Delivers pre-qualified solar leads via targeted ads, mainly residential and small commercial. Focuses on lead quality but less breadth in audience targeting.

Key Features:

• Lead pre-qualification
• Appointment setting
• Multi-platform ad campaigns (Google, Facebook, YouTube)
• U.S.-focused service

Ideal For: Installers seeking a steady stream of sales-ready residential leads without running their own marketing.

4. Solar Media Team – Full-Service Solar Marketing Agency

Overview: Provides end-to-end solar marketing including content, SEO, ads, and outbound calls. Holistic approach, but higher cost and complexity.

Key Features:

• Multi-channel campaigns (inbound + outbound)
• Content creation and SEO
• Paid ad management (Google, Facebook)
• Outbound calling for lead follow-up
• Seasonal and state-specific campaign adjustments

Ideal For: Solar companies wanting full outsourcing of marketing and brand-building efforts.

5. Helios Digital Agency – Solar SEO & Digital Ads Experts

Overview: Specializes in inbound lead generation via digital marketing, but assumes clients handle lead follow-up and closing.

Key Features:

• SEO for improved search rankings
• PPC and social media advertising
• Landing page optimization
• Conversion rate improvement
• Hands-on strategist support

Ideal For: Solar companies aiming to increase online lead volume with in-house follow-up capability.

6. Rello Agency – Omnichannel Lead Generation for Solar

Overview: Provides integrated marketing across ads, email, content, and SEO. Focuses on lead nurturing and conversions but requires collaboration to close leads.

Key Features:

• Omnichannel campaigns (paid, email, content, SEO)
• Customer acquisition funnel audits
• Lead nurturing via email and remarketing
• Conversion tracking and optimization
• Focus on lead quality over volume

Ideal For: Solar companies seeking long-term, holistic lead generation and optimization.

7. Valve+Meter – Data-Driven Solar Marketing

Overview: Analytics-first approach combining SEO, ads, website optimization, and email campaigns. Less solar-specific but strong on performance measurement.

Key Features:

• ROI and cost-per-lead tracking
• SEO and local SEO
• Paid advertising management
• Website optimization for lead capture
• Multi-channel marketing integration

Ideal For: Solar companies wanting measurable, data-driven marketing results with transparent reporting.

Martal Group earned its position as a top-ranked company due to its strong expertise in B2B solar lead generation and sales outsourcing, a service model that many traditional marketing agencies don’t offer. Other companies on this list excel in areas like inbound marketing, advertising, or solar lead provision, so the best choice depends on your specific needs.

It’s also worth doing your own research, as new players emerge. Avoid generalist lead gen companies that lack solar experience, and be cautious of any agency guaranteeing unrealistic results (like “100 leads in your first week!”) – reputable firms will give you a realistic game plan and be upfront about how they operate.

Conclusion: Energize Your Solar Sales Pipeline

The solar industry’s bright outlook means abundant opportunities – but also the need for savvy marketing to capture them. By implementing the strategies in this playbook, you can build a predictable engine for B2B lead generation. Let’s recap the game plan:

• Develop a clear solar marketing strategy with defined target accounts, messaging, and success metrics.
  
• Execute outbound campaigns (cold emails, LinkedIn outreach, calls) with personalization and persistence – meeting prospects where they are and when they’re ready.
  
• Invest in inbound marketing (SEO-rich content, webinars, etc.) to attract and nurture leads through education and value.
  
• Optimize continuously with data: double down on channels and messages that produce results, and refine or drop those that underperform.
  
• Consider partnering with experts (like Martal or other solar-focused agencies) to amplify your efforts and fast-track your results.
  

The year 2026 will be competitive in the solar sector. New startups, evolving technologies, and savvy incumbents will all be vying for the same corporate clients. Those who win will not necessarily be the ones with the cheapest panels or the flashiest inverter – they’ll be the ones who master solar marketing and sales, forging relationships and trust with customers long before the RFP lands on the table.

At Martal, we’re passionate about helping solar innovators grow. We hope this playbook provided you with practical, actionable strategies to generate more B2B leads and close more deals. If you’re excited to put these tactics into action – and perhaps want some expert help doing so – we invite you to reach out.

Ready to fuel your solar growth? Book a free consultation with our Martal team to explore how a tailored B2B lead generation campaign can power up your sales pipeline. We’re here to help you make 2026 your brightest year yet.

References

1. Sol-Ark
2. SolarReviews
3. PV magazine
4. Kinsta
5. Martal Group – Energy and Solar Use Case
6. Martal (Blog) – Cold Calling Effectiveness
7. Smith.AI
8. RAIN Group
9. Valve+Meter
10. First Page Sage