Top Solar Lead Generation Companies 2025: In-Depth Comparison for B2B Sales
Major Takeaways: Top Solar Lead Generation Companies
Why is lead generation critical for solar companies in 2025?
- Solar accounted for over 69% of new U.S. power capacity in Q1 2025, making high-quality lead generation essential to compete in a crowded market.
What are the main challenges in solar lead generation?
- Rising costs and low conversion rates from generic leads mean focusing on targeted, intent-driven outreach is vital for ROI.
Which strategies drive the best results?
- Combining inbound SEO/content with outbound appointment setting and omnichannel campaigns consistently produces the highest-quality leads.
How does outsourcing compare to in-house teams?
- Outsourced SDR teams can scale pipelines 3x faster without the cost and delay of hiring, especially for commercial solar projects.
What role does AI play in lead generation?
- AI prospecting platforms track buying signals, automate outreach, and improve deliverability—boosting engagement and meeting booking rates.
How can you ensure leads convert to sales?
- Prioritize speed-to-contact, personalized follow-ups, and tight alignment between marketing and sales teams to maximize close rates.
Introduction
If you’re leading a sales team at a solar energy company in 2025, you know the stakes have never been higher. The solar industry is booming – in fact, solar accounted for over 69% of new U.S. power capacity in Q1 2025, its highest share ever (3).
But with this growth comes fierce competition. New installers and B2B solar solution providers are entering the market every month, all vying for the same prospects.
The result? Customer acquisition costs are soaring, and capturing high-quality sales leads has become the critical bottleneck to hitting revenue targets. Many solar firms have learned the hard way that traditional marketing alone isn’t enough – you can’t just wait for referrals or organic traffic and hope your pipeline fills itself.
We’ve spoken with solar sales VPs who saw digital ad costs skyrocket by over 38% in a single year, as competitors aggressively bid up keywords (1). And even when you pay top dollar for third-party leads, only 5–20% of them might ever convert to actual sales (2). In short, lead generation is the make-or-break challenge for solar providers today.
So how do you consistently generate quality solar leads without overspending or burning out your team? In this in-depth post, we’ll tackle that question head-on. We’ll compare top solar lead generation companies and strategies that can supercharge your B2B sales funnel. From proven solar lead generation strategies (inbound content, outbound outreach, and more) to a side-by-side look at different lead gen models (in-house vs. outsourced vs. buying leads), we’ve got you covered. We’ll also highlight some of the top lead generation companies of 2025 – what they offer, how they differ – so you can make an informed decision on the right partner or approach for your business.
By the end, you’ll have a clear picture of how to fill your pipeline with qualified solar leads – whether through partnering with a specialized firm or optimizing your internal tactics – and be well-positioned to outshine the competition in this rapidly growing market. Let’s dive in.
Why Lead Generation Is a Top Priority for Solar Companies in 2025
Solar accounted for 69% of new U.S. power capacity in Q1 2025.
Reference Source: SEIA
Surging Demand Meets Intense Competition: Thanks to falling costs and pro-clean-energy policies, demand for solar solutions is reaching new heights in 2025. Global solar capacity is climbing steadily (projected 11.5% CAGR from 2023 to 2030 globally (2)), and generous incentives like the U.S. Investment Tax Credit extension are spurring businesses and homeowners alike to go solar (1). This should be great news for sales teams – more interest should mean more prospects. However, the flip side is that the number of solar providers is also at an all-time high (2). Everyone from local installers to venture-backed solar SaaS companies is vying for attention. Lead generation has become a cutthroat race, and simply being a solar company is no longer a differentiator. If you don’t have a proactive strategy to reach potential customers first, a rival will. It’s telling that 91% of marketers (across industries) say lead generation is their most important goal, yet 37% admit that generating high-quality leads is one of their biggest challenges (2). In the solar sector, this challenge is magnified by market crowding. The companies that win are those that prioritize lead gen and get it right – consistently filling the top of the funnel with interested, qualified prospects.
Rising Costs of Solar Leads: Another reason lead gen is mission-critical now is the escalating cost of capturing leads. In hot solar markets, pay-per-click costs and paid lead prices have shot up dramatically in recent years (1). For example, exclusive web leads in a solar-heavy region like California can run as high as $300 per lead, whereas lower-quality leads from mass call centers might be as cheap as $25 (1). Why the huge range? Lead cost often reflects lead quality and source. High-intent leads (say, a CFO actively seeking commercial solar panels and filling out your form) are gold – and priced accordingly. Meanwhile, cheap leads usually mean the person never specifically asked for solar info (perhaps their info was scraped or they answered a generic cold call). Many solar firms have been burned paying ~$100 each for leads that go nowhere. In fact, when installers buy bulk leads from third-party vendors, only 5–20% of those leads typically convert into actual sales (2). The rest end up as dead-ends that tie up your sales reps’ time with unqualified or uninterested contacts. This low conversion rate makes the effective cost per customer sky-high.
Consider this scenario: suppose you purchase 100 solar leads at $100 each – a $10,000 investment – and only 5 of those turn into customers. Your acquisition cost for each sale is $2,000, not counting your team’s labor. That might still be profitable for a large commercial solar project, but it’s far from efficient. And if your close rate is lower, you could easily spend more to acquire a customer than you earn from them. It’s no wonder many solar CEOs cite lead quality as a top concern. One solar marketing study noted that from 2021 to 2022, the average cost per lead across paid channels jumped 38.5%, while cost per click on solar keywords spiked 65% due to competition (1). This trend has likely continued into 2025. The message is clear: you must invest wisely in lead generation. Every dollar needs to go toward approaches that yield a strong ROI, whether that’s setting appointments with B2B decision-makers or attracting inbound sales inquiries that actually close. The days of cheaply buying your way to growth in solar are over – strategy and quality are the new currency.
High Stakes for B2B Solar Sales: For B2B-focused solar companies (e.g. those selling commercial solar installations, community solar software, industrial solar equipment, etc.), the lead gen challenge is a bit different from residential solar, but just as critical.
Rather than thousands of individual homeowners, your target list might be a few hundred facilities managers, sustainability directors, or business owners who can greenlight a project. These B2B buyers are often harder to identify and reach – they aren’t filling out “get a solar quote” forms on consumer sites. Instead, winning their business requires targeted outreach and relationship-building.
The sales cycles are longer and the deals larger, which raises the bar for each lead’s quality. If you’re selling a $100K solar solution to enterprises, you simply can’t afford to have unqualified meetings clog your calendar.
Your sales development representatives (SDRs) or account executives’ time is extremely valuable, so every lead needs to count. This is why many solar B2B leaders turn to specialized lead generation companies or advanced prospecting tools – to make sure they’re getting qualified appointments with the right stakeholders, not wasting time on cold lists.
In sections below, we’ll explore how the top solar lead gen companies cater to these B2B needs with strategies like account-based targeting, LinkedIn outreach, and multi-touch cadences designed for complex sales.
The bottom line is that in 2025, whether you focus on residential or B2B solar, you must treat lead generation as a core business function. It’s no longer just a marketing task – it’s a strategic priority that directly impacts revenue growth.
Solar Lead Generation Strategies: Inbound, Outbound and Beyond
From 2021 to 2022, the average cost per lead across paid solar channels rose by 38.5%, while solar keyword CPCs increased by 65%.
Reference Source: SolarReviews
There’s no one-size-fits-all method to generate solar leads. The most successful companies use a mix of strategies to keep their pipeline full. Below, we outline the key solar lead generation strategies – and how you can leverage them in a B2B context. As we go through these, think about which combination might best reach your ideal customers.
- Inbound Marketing (Content and SEO): Inbound lead generation centers on attracting prospects to come to you by offering helpful content. This is a powerful strategy in solar because so many buyers begin with education – they Google things like “benefits of solar for businesses” or “solar ROI calculator”. If your company consistently publishes valuable content (blog posts, whitepapers, case studies, webinars) that addresses these questions, you can capture those researching prospects early. For example, a solar installer might publish a “Commercial Solar Savings Guide”, or a panel manufacturer might maintain a blog about the latest tech in PV cells. By optimizing this content for search engines (SEO), you improve your chances of ranking and drawing in organic traffic. The benefit of inbound leads is that they often have high intent – they’ve shown interest by consuming your content, so they’re warmer when they convert. In fact, organic solar leads (from unpaid search) tend to set up appointments and close at higher rates than cold outbound leads (1), because these prospects educated themselves first and are genuinely interested. The downside? Inbound is a slower burn. It can take months to build up search rankings or a content following. And not every solar niche has huge search volumes (if you sell a niche B2B solar software, your audience may be limited). Still, implementing inbound tactics is a smart long-term play for thought leadership and lowering your customer acquisition cost over time.
- Outbound Prospecting (Cold Email, Calls & Social Outreach): Outbound lead generation means you actively reach out to prospects who haven’t come to you first. This covers tactics like cold-calling potential customers, sending cold emails or LinkedIn messages, and other direct outreach to grab attention. Outbound is practically a necessity for B2B solar sales, where you often have a finite list of target companies. The advantage of outbound is control and immediacy – you can identify exactly the companies you want (say, all food processing plants in Arizona with large rooftops) and contact their decision-makers. Modern outbound is a far cry from old-school telemarketing; the emphasis is on personalized, multi-channel sequences rather than boiler-room dial-a-thons. For instance, an SDR might email a facilities director with a custom analysis of how much that facility could save with solar, then follow up with a phone call and a LinkedIn connection request. A well-run outbound campaign uses data and intent signals to prioritize the highest-potential accounts, and often leverages tools to automate parts of the workflow. (We at Martal Group use an AI-driven sales platform to analyze thousands of intent signals and craft optimized outreach sequences – a necessity to scale efficiently in 2025’s environment.) The results can be stellar when done right: outbound appointment-setting is one of the fastest ways to get sales meetings in the solar space, especially if you need to reach specific commercial prospects. However, outbound can also backfire if done poorly. Simply blasting cold calls through autodialers or spamming generic emails will not only yield low responses, it can harm your brand’s reputation. Solar buyers (whether homeowners or businesses) are increasingly sensitive to aggressive outreach. There have even been cases of sloppy outbound lead-gen causing legal trouble – e.g. call centers that ignored Do-Not-Call lists or TCPA regulations and got companies fined (1). The key takeaway: outbound works, but it must be targeted, personalized, and compliant. Often it pays to involve experts or specialized tools (more on that in the company section) to manage outbound programs that get results without cutting corners.
- Paid Digital Advertising (PPC & Social Media Ads): Another staple strategy is running paid ads to generate solar leads. This includes pay-per-click (PPC) campaigns on Google (so your site shows up in sponsored results for searches like “commercial solar installer [Your City]”) and paid social media ads on platforms like Facebook, Instagram, or LinkedIn. Paid ads can produce leads quickly – you could launch a campaign this week and start getting inquiries. And digital ads are highly targetable: for residential solar, you might target Facebook ads to homeowners in specific zip codes; for B2B, you could target LinkedIn ads to facilities managers in a certain industry. The drawback, of course, is cost. Solar-related keywords are notoriously expensive because of competition (1). As noted, the hottest solar markets have seen relentless bidding wars driving up PPC costs year over year (1). Social media ads, while sometimes cheaper per click, can suffer from low intent – someone scrolling Instagram isn’t actively looking to buy solar, so you must hook their interest and expect that many leads won’t be ready to talk to sales. That said, paid advertising remains a core part of many solar companies’ lead gen mix. It’s often used in tandem with other strategies: for example, running Google Ads to capture immediate high-intent leads while your SEO efforts ramp up, or using LinkedIn Sponsored InMail to complement your SDRs’ outreach. The key is tracking ROI diligently. If you spend $5,000 on ads in a month, you need to measure how many leads turned into opportunities and deals, to ensure your cost per acquisition stays in a healthy range (many commercial solar installers aim for <$1,500 cost per closed deal in mature markets (1)). If the numbers don’t pan out, you may need to adjust targeting or shift budget to more efficient channels.
- Buying Leads from Third-Party Providers: A popular shortcut in solar (especially on the residential side) is to buy leads from lead generation companies or marketplaces. Firms like Martal, SolarReviews, EnergySage, and others gather consumer solar business inquiries via their websites or marketing campaigns, then sell those leads to multiple installers. There are also agencies that run ads or telemarketing and offer pay-per-lead programs.
The appeal is obvious: rather than do the marketing yourself, you pay, say, $100 for a homeowner lead and get a name, phone number, and the info that they’re interested in solar. Some providers even sell appointments – for a higher fee ($150–$200+ each), they’ll live-transfer or schedule a consultation with a prospect for you (4). When it works, this model can jump-start your sales. For example, SolarReviews (one of the largest lead marketplaces) claims that on average their customers generate $6–$8 of gross margin for every $1 spent on leads, yielding 600–800% ROI (1). They’ve had clients scale and even sell their solar businesses for high valuations on the back of buying lots of leads (1). However, these results hinge on lead quality and your internal follow-up process. Many solar companies have had the opposite experience: buying “cheap” leads from sketchy vendors and seeing almost no return. As mentioned, if leads are sold to many installers at once, you end up in a race to call the prospect first (1). Often, the same homeowner might get 10 calls in an hour, leading to frustration and bad reviews (not to mention a low chance of you being the one who closes the deal). Quality-focused providers mitigate this by selling leads to a limited number of buyers (SolarReviews says their leads are sold to an average of only 2.3 companies each (1)) and by screening leads carefully. But plenty of lead aggregators take the opposite approach – selling every lead to a dozen companies, or pushing through unvetted contacts just to hit volume targets (1). If you buy leads, do your homework on the vendor: ask about exclusivity, return policies for bad data, and how they source the leads. And ensure you have a rock-solid follow-up system on your end. Research shows the best solar sales teams try to call new leads within minutes of receiving them (1). If you wait hours, those leads go cold or get scooped by a competitor. In summary, buying leads can be a fast lane to more prospects, but it’s fraught with variability. It works best as a supplement to your own marketing, or to quickly scale up lead volume – and only with reputable partners (or a healthy refund clause!).
- Referrals and Partnerships: While not a “high-tech” strategy, don’t overlook the power of referrals, channel partners, and word-of-mouth in solar lead gen. Many B2B solar companies generate great leads through industry partnerships – e.g. a commercial installer teaming up with an electrical engineering firm, where each refers clients to the other. Solar is an ecosystem, and building a network can pay dividends. Encourage your satisfied customers to refer others (perhaps via a referral incentive program). Join local business associations or renewable energy networks where you can connect with potential clients or referral sources. These leads often have a high trust factor and close faster because they come through warm email introductions. The only caveat is scalability – you can’t control when referrals come in, so this strategy alone won’t fuel aggressive growth. But as part of a balanced approach, nurturing referrals and partnerships is extremely cost-effective (the CAC is basically zero aside from your time).
Each of these strategies – inbound, outbound, paid ads, buying leads, referrals – can play a role in a comprehensive solar lead generation plan. The best results usually come from combining methods, thereby covering short-term and long-term lead needs and hedging against any one channel drying up. For instance, we often advise solar clients to invest in content/SEO (inbound) for steady long-term lead flow, and use targeted outbound or paid campaigns for immediate pipeline boosts or reaching specific accounts. The right mix depends on your company’s size, budget, target audience, and expertise available. In the next section, we’ll compare different lead generation models – essentially, how you choose to execute these strategies (do it all in-house, outsourcing lead generation to experts, or use a hybrid). Understanding these models will help clarify whether you should build your own SDR team, hire an agency, buy leads, or use some combination to achieve your 2025 sales goals.
Comparing Solar Lead Generation Models (In-House vs Outsourced vs Hybrid)
Outsourced SDRs onboard three times faster than in-house hires and can reduce costs by up to 65%
Reference Source: Martal Group
Solar companies can approach lead generation through several models or operational setups.
The question isn’t just “What strategies do we use?” (we covered that above), but also “Who will execute those strategies?” and “How will we structure our lead gen process?”. Do you handle everything internally? Do you outsource certain parts to specialists? Or do you purchase leads instead of generating them yourself?
In this section, we’ll break down the pros and cons of the most common lead generation models for B2B solar sales. This comparison will be especially useful for sales and marketing leaders weighing the trade-offs in cost, control, and scalability.
Let’s look at the key models side by side:
Lead Gen Approach
Advantages
Drawbacks
In-House Team
Build an internal sales/marketing team to generate your own leads.
– Full control over targeting, messaging and branding.
– Deep internal product/industry expertise; your team knows your solution best.
– Direct accountability and quick feedback loops within the company.
– High overhead: hiring, training, salaries and tools can be costly.
– Slower ramp-up; new teams take time to become effective.
– Limited by internal bandwidth – hard to scale quickly or cover new markets without significant investment.
Outsourced SDR/Appointment Setting
Partner with a B2B lead generation agency to act as your fractional sales team.
– Fast to scale: plug-and-play experienced reps and processes without the hiring lag.
– Experts at multichannel outreach (cold email, LinkedIn, calls) with proven playbooks.
– Lower risk and cost than building a full team; typically pay-as-you-go with clear ROI tracking.
– Less direct control over day-to-day interactions with prospects (requires trust in partner).
– Quality varies by provider; need to choose a reputable firm to avoid generic or spammy outreach.
– Requires tight coordination so the external team properly represents your brand and passes leads smoothly to your sales reps.
Buying Third-Party Leads
Purchase leads or appointments from a provider (pay-per-lead).
– Immediate lead flow: can get market-ready leads without marketing upfront.
– Minimal effort for your team in lead generation; focus stays on selling.
– Scalable in theory – buy more leads as needed (availability permitting).
– Quality uncertainty: leads may be unvetted or non-exclusive, leading to low conversion (e.g. only 5–20% convert) (2).
– Can be expensive per lead, and costs are rising with competition (1).– Little control over how leads are generated; risk of lead fatigue or poor brand impression if the vendor’s tactics are aggressive (1).
Marketing Agency (Inbound/PPC)
Outsource to a digital marketing agency specializing in solar (for SEO, content, ads).
– Brings specialized skills in content creation, SEO, and online advertising that your team might lack.
– Can improve your brand visibility and inbound lead flow over time (thought leadership).
– Useful if you need an instant team to run campaigns (Google Ads, website optimization) while your in-house staff focus on other areas.
– Results take time, especially for SEO/content – not an overnight fix for leads.
– Ongoing agency fees can add up; need to ensure they deliver ROI.
– Agencies may not generate leads as directly as SDRs do; you still might need sales development to follow up with the inquiries they generate.
Automated Software/Tools
Use AI-driven lead gen software or databases to source and reach prospects.
– Automation can vastly increase outreach volume (e.g. AI email platforms sending personalized messages at scale) (5).
– Lower labor costs: you might not need as many human reps if software is augmenting the work.– Tools often provide analytics and lead scoring to identify the most engaged prospects (5).
– Requires tech-savvy team members to manage and fine-tune the tools.
– Still needs human touch for high-level messaging and closing – purely automated outreach can come off as impersonal if not carefully implemented.
– Costs for quality data or advanced platforms can be significant, and tools alone don’t guarantee leads without a solid strategy behind them.
How to choose? The best model for your company might be a hybrid. For example, many solar firms keep an in-house marketing person for content and strategy, use an outsourced sales service to quickly generate meetings, and also buy a few leads to top up their funnel. There’s no rule that you must pick one.
However, you should be deliberate in how you combine models. Ensure that if you’re buying leads, your sales team is equipped to follow up instantly. If you outsource sales and marketing to an agency or SDR firm, set clear sales KPIs and maintain communication so they act as a seamless extension of your team.
From our experience, outsourcing appointment setting (or full sales development) is a game-changer for B2B solar companies that need pipeline fast but lack a large sales development staff. You get trained reps dialing and emailing on your behalf within weeks, not the months it takes to hire and train internally.
For instance, partnering with a specialized outbound lead generation agency like Martal Group means we plug in a ready-made team and AI-driven prospecting tools so you start seeing qualified meetings in your calendar within the first month, all without adding fixed headcount. On the other hand, if you have a strong internal SDR team but need more top-of-funnel volume, purchasing leads or engaging a marketing agency for more inbound leads can feed your team more opportunities to work. The takeaway is to align the model with your company’s resources and growth stage. Startups often lean on outsourced help to ramp up quickly, whereas larger companies might have hybrid setups with dedicated internal roles plus external lead suppliers for scale.
Before we move on, one more consideration: lead quality vs. quantity. In solar, it’s usually better to have fewer, high-quality leads than masses of low-quality contacts. A common mistake is chasing volume (1000 leads!) at the expense of quality (if 950 of them are unqualified, your sales team gets overwhelmed and frustrated).
When comparing models, ask which one will likely deliver the most qualified prospects for your dollar. An in-house approach might yield great quality (since you control targeting tightly) but low volume. A purchased list might give you volume but require heavy filtering. An outsourced expert might strike a balance by delivering a steady flow of pre-qualified appointments matched to your ideal customer profile. Always calculate the cost per qualified lead or per sale, not just per raw lead, when judging effectiveness (1).
With that in mind, let’s look at some of the top solar lead generation companies out there in 2025 and how they fit into these models. Who are the players that solar firms trust to boost their leads? What do they specialize in? Read on for our in-depth comparison.
Top Solar Lead Generation Companies 2025 (In-Depth Comparison)
In 15 months, Martal Group helped an energy client generate 316 leads, 84 MQLs, 218 SQLs, and 196 meetings.
Reference Source: Martal Group – Energy and Solar Use Case
In today’s market, dozens of firms advertise themselves as “the best” in solar lead gen – from small niche agencies to big tech-driven platforms. The truth is, the top solar lead generation companies each have their own strengths and focus areas. Below, we spotlight a select few that have made a name for themselves in the solar industry (in no particular order).
These companies represent a mix of the models we discussed – including specialized lead vendors, marketing agencies, AI-powered platforms, and full-service sales partners. For fairness, we won’t mention certain major competitors by name (per our policy), but will focus on companies known for solar expertise.
As you review them, consider which offering aligns with your needs: do you need a flood of residential leads, or a hands-on B2B appointment setting service? Are you looking for a one-time lead list, or an ongoing strategic partnership? By comparing these providers, you’ll get a feel for what “best in class” looks like across different approaches to solar lead gen.
Martal Group – Business Growth Through Energy & Solar Lead Generation
Martal Group is a B2B sales partner with over a decade of experience helping energy and solar companies fill their pipelines with qualified leads. We specialize in commercial solar lead generation, acting as an on-demand extension of your team to accelerate growth.
Key strengths include:
- Expert Appointment Setting: We handle the top-of-funnel prospecting and schedule qualified sales meetings with key decision-makers on your behalf. This keeps your calendar filled with quality appointments and speeds up your sales cycle by effectively acting as your outsourced SDR team.
- Omnichannel Outreach: Martal’s team runs coordinated campaigns across email, phone, and LinkedIn to engage prospects on multiple fronts. This omnichannel marketing strategy boosts response rates and trust (versus single-channel cold calling), while our personalized messaging makes your value proposition stand out to each target prospect.
- B2B Solar Targeting Expertise: We assemble dedicated sales teams with deep solar industry knowledge – our executives have 14+ years in the energy sector. Every campaign is tailored to reach the right commercial solar decision-makers. For example, we might target facility directors at enterprises with large rooftops for a solar installer client, or engage utility innovation managers for a renewable energy software provider. This ensures outreach hits relevant B2B prospects, not random homeowner leads.
- Fast Pipeline Scaling: Martal enables clients to ramp up lead generation quickly without the usual hiring lag. We provide ready-made fractional SDR teams on-demand – it’s “the ideal way to scale your pipeline quickly without scaling your staff”. This agile model lets you immediately expand outreach and capture more opportunities. In one case, we helped an energy client secure 180+ marketing-qualified leads in just 3 months – a tangible example of rapid pipeline growth.
- AI-Driven Prospecting & Intent Signals: Our proprietary AI platform analyzes real-time data to zero in on companies actively searching for solar solutions. By leveraging intent signals (e.g. technographics, funding news, web engagement) and buyer pain points, we focus outreach on high-intent prospects at the right moment. This data-driven targeting yields significantly higher conversion rates than generic mass emailing, since we’re engaging sales ready leads when they’re most likely to convert.
- Seamless Team Integration: We position ourselves as a long-term growth partner, not just a vendor, effectively becoming an extension of your sales team. Our reps align with your brand and processes, and our appointment setters book meetings that your closers can jump into directly – prospects arrive well-informed and pre-qualified for your solution. This hands-on support frees your internal team to focus on closing deals rather than chasing cold prospects, ensuring no leads slip through the cracks.
Martal’s proprietary AI SDR platform is a key differentiator driving these results. This intelligent system automates core prospecting workflows and combs through real-time data signals to pinpoint companies actively seeking solar solutions (6). It tracks intent signals (for example, monitoring funding news or expansion plans that indicate a need) and then launches segmented campaigns at the optimal moment, so outreach focuses on prospects most likely to convert.
The AI platform also boosts email deliverability and engagement. It automatically verifies and warms up sender domains – even rotating email addresses – to keep messages out of spam folders (6). By validating contacts and timing each touchpoint based on engagement data (opens, clicks), Martal ensures their emails reach inboxes and resonate with recipients (6). With AI handling these data-driven tasks, Martal’s team can scale personalized campaigns across email, LinkedIn, and calls without sacrificing quality. The platform helps craft tailored outreach at scale – inserting relevant details about each prospect and refining messaging tone – so that even mass campaigns feel one-to-one (6).
In short, Martal blends human salesmanship with AI precision to amplify omnichannel solar lead generation. Clients benefit through higher response rates, more qualified sales meetings, and a faster-growing solar project pipeline (6).
AnyBiz – AI-Driven Solar Lead Generation Platform
When it comes to cutting-edge technology for prospecting, AnyBiz is a standout player. AnyBiz isn’t a traditional agency or a list vendor – it’s an AI-powered lead generation platform that automates large parts of the outreach process. Solar companies can use AnyBiz to augment their sales efforts with artificial intelligence.
At the heart of the platform are AI sales agents that simulate the actions of a human SDR across multiple channels. For example, AnyBiz’s system can identify potential prospects (using criteria you set, like industry, job title, location), then automatically send personalized cold emails, LinkedIn messages, or even AI-driven phone calls to engage those prospects (5). The goal is to generate qualified responses and meeting bookings without requiring your team to manually contact each lead. Essentially, AnyBiz is like hiring a 24/7 virtual SDR team that never tires.
For solar companies, this approach can be incredibly valuable if you have defined target audiences you want to go after at scale. Imagine you sell commercial solar financing and have a list of 5,000 target businesses – AnyBiz’s AI agents can be contacting them en masse with tailored messaging, freeing your human reps to focus on the ones who show interest.
Another strength of AnyBiz is its multi-channel outreach: it doesn’t rely on just email. It can coordinate touches via email, social, and even phone, crafting a unique sequence optimized for each lead (5).
The platform also provides lead scoring, so you can prioritize follow-up on leads that engage the most. The obvious benefit here is efficiency – some users report drastically reduced cost per lead by using automation versus hiring more SDRs.
However, a word of caution: AI-driven outreach is powerful but still needs oversight. You’ll want to monitor the messaging and responses to ensure quality conversations (AnyBiz allows customization of templates and parameters, so you set the tone).
Also, if your product is very niche or technical, AI can get you meetings, but you’ll need a human closer to seal the deal. Overall, (5) is best for solar companies that already have a clear target customer profile and want to scale up outbound prospecting rapidly using the latest tech. It’s like giving your sales team a jetpack – but you still have to steer it in the right direction.
Solar Exclusive – High-Intent Lead Provider for Installers
If you’re looking for a company that delivers ready-to-go solar prospects, Solar Exclusive is a name that often comes up. Solar Exclusive has built a strong reputation as a lead generation service specifically for the solar industry. They focus on capturing residential solar leads and pre-set appointments with homeowners who are actively interested in going solar (5).
Essentially, Solar Exclusive acts as an outsourced marketing and call center for solar installers: they run targeted advertising campaigns (notably, they’re known for leveraging YouTube and social media to attract interested homeowners) and then qualify those leads before passing them to their clients. One of their selling points is real-time lead delivery – when a homeowner raises their hand (through an online ad form or other channel), that information is immediately sent to the installer client, rather than batch-delivered days later (5). This is crucial, because it lets the installer reach out while the prospect’s interest is hot.
Solar Exclusive differentiates itself by emphasizing lead quality over sheer volume. They claim to pinpoint homeowners who have shown explicit interest – for instance, someone clicking an ad that offers a solar quote, then perhaps answering a few questions about their home. By focusing on such high-intent consumers, Solar Exclusive’s leads tend to convert at higher rates than generic purchased lists.
Clients also appreciate that this provider specializes only in solar, so their marketing messaging is tuned for PV systems, net metering benefits, ROI, etc. – the kind of language that resonates with solar-interested folks (5). Another benefit is that Solar Exclusive offers both leads and appointment-setting. In some cases, they will actually schedule an appointment with the homeowner on your behalf. For a busy regional solar installer, having “sales-ready” appointments show up on your calendar can be a godsend.
Of course, this service comes at a cost – exclusive, well-qualified solar appointments can run on the higher end of the price spectrum. And Solar Exclusive primarily serves the residential segment, so if you are exclusively B2B (commercial projects), this might not be the fit for you. But for those needing a consistent flow of homeowner leads, Solar Exclusive is regarded as a top-tier partner. They essentially let a solar company outsource the marketing funnel – you still need to close the sale, but you don’t have to worry about finding interested prospects in the first place.
Solar Media Team – Multi-Channel Solar Marketing Agency
For a more full-service marketing approach, Solar Media Team is one of the best-known agencies dedicated to solar lead generation. Based in Florida, Solar Media Team has over a decade of experience in solar marketing and has grown into one of the largest solar-focused lead gen teams.
What makes Solar Media Team interesting is their multi-channel strategy: they aren’t just a call center churning through phone lists, and they aren’t just doing digital ads – they blend methods to maximize contact rates. According to industry descriptions, Solar Media Team will utilize direct outbound dialing and digital marketing (content, SEO, and paid ads) to generate sales leads for their clients (5). They effectively act as an extension of your marketing department, crafting campaigns that span content creation, search engine optimization, and targeted advertising to drum up interest (5). For example, they might write solar educational articles that rank locally, manage your Google AdWords, and simultaneously have their team calling down lists of prospects in your territory.
One core offering of Solar Media Team is custom content and SEO to boost organic lead flow (5). If your website currently doesn’t rank for important solar keywords (like “solar installers near me” or “solar panel ROI for businesses”), they help optimize it and add content so you start capturing those search-driven leads.
They pair this with paid ads to ensure you’re also visible in sponsored results and social feeds. Meanwhile, their outbound call efforts aim to directly engage potential customers who’ve shown interest (for instance, they might follow up with people who clicked ads or who fit certain demographic criteria in high solar adoption areas). The benefit of this comprehensive approach is coverage – you’re hitting prospects from all angles, increasing the chances of conversion. Solar Media Team’s long history in solar also means they have data and insights on what messaging works, seasonal trends, and the nuances of different states’ markets.
Clients often trust them to manage significant portions of their lead gen budget because they bring that solar-specific expertise. However, keep in mind that a full-service agency like this can require a decent investment and trust. It’s a bit like hiring an external marketing department. You’ll want to have clear lead generation KPIs (e.g., number of leads per month, cost per lead targets) and maintain communication. Also, because Solar Media Team works with multiple installers, ensure they provide exclusivity or territory protection so you’re not getting duplicate leads that also go to a competitor. Overall, for solar firms that need a marketing boost and prefer to outsource to lead generation specialists who “get” solar, Solar Media Team is often in the conversation of best solar lead gen agencies.
Helios Digital Agency – Solar-Focused Digital Marketing Experts
Another strong contender in the solar marketing arena is Helios Digital Agency. Helios is a boutique agency that specializes in digital lead generation for the solar industry. Their approach is very much rooted in modern online marketing: think SEO, Google PPC, social media ads, and conversion optimization.
Helios prides itself on understanding the unique challenges solar companies face – such as educating consumers, handling long sales cycles, and targeting both B2C and B2B segments – and tailoring digital strategies accordingly (5). For instance, Helios will perform in-depth keyword research to find the search terms your potential customers are using, then help your site rank for those or design targeted ad campaigns to capture that traffic (5). They also focus on conversion rate optimization (CRO), which means they don’t just send traffic to your site but also ensure your landing pages and calls-to-action are designed to convert visitors into leads (through compelling offers like free quotes, webinars, etc.).
One notable feature of Helios’s approach is their data-driven campaign management (5). They continuously analyze metrics (click-through rates, cost per lead, on-site behavior) and refine campaigns to improve performance. For a solar company, this means if something isn’t working – say a Facebook ad isn’t pulling in quality leads – Helios will adjust targeting or creative quickly.
Essentially, they act as your eyes-on-glass for marketing analytics. The advantage of working with a group like Helios is that you get specialists who live and breathe digital marketing, without paying for a giant agency overhead. They’re big enough to have expertise, but small enough to give personalized attention and align closely with your goals. If your main challenge is that your target audience can’t find you online, or your own marketing efforts haven’t yielded the volume of leads you need, Helios can likely help by boosting your online visibility and driving more traffic that turns into inquiries (5).
Keep in mind, Helios (and agencies like them) typically focus on generating inbound leads – meaning people fill out forms on your website or call in after seeing an ad. You’ll still need a process on the backend (either your sales team or an SDR group) to promptly contact those leads and nurture them. Also, digital marketing results can compound over time – don’t expect overnight miracles. Helios’s clients often see significant improvements over a few months as SEO rankings climb and ad campaigns are optimized. In summary, Helios Digital Agency is a top choice if you want to level up your digital marketing game in the solar space, with a team that understands how to attract and convert solar-interested prospects through online channels.
Rello Agency – Omnichannel Solar Lead Generation
Rello Agency is another niche firm that has carved out a reputation in solar lead gen, especially for their omnichannel approach. “Omnichannel” in this context means Rello uses multiple marketing channels in tandem – from paid ads to content to direct outreach – to generate and nurture solar leads (5).
Rello is known for crafting comprehensive marketing strategies for each client. Instead of offering a one-off service like just providing leads or just managing Google Ads, they look at your entire customer acquisition funnel and identify how to boost it. For example, Rello might run targeted Google and Facebook ad campaigns (to capture immediate interest), while simultaneously improving your website’s SEO and setting up an email drip campaign to follow up with leads over time (5). The idea is to ensure that no leads slip through the cracks – those not ready to buy immediately are nurtured with content and remarketing, while the hot leads get fast-tracked to your sales team.
Clients often praise Rello for focusing on long-term results and conversion rates (5). Rather than just delivering a pile of leads, Rello aims to deliver leads that turn into customers. They achieve this by not only generating leads but also consulting on lead nurturing and sales process. For instance, they might help set up a CRM integration or advise how to score leads so your salespeople prioritize effectively.
This makes Rello more of a partner in growth than a simple vendor. If you’re a solar company that doesn’t have a large marketing department, Rello can fill that gap by handling a variety of tactics under one roof. They have expertise in content creation (blog posts, infographics about solar benefits), running paid campaigns, and even doing some targeted outreach. One thing to clarify: Rello, like Helios, is mostly a marketing services provider – they help generate leads, but the actual direct sales calls or appointments would likely be done by you (they are not typically cold-calling or booking meetings on your behalf). So, Rello’s sweet spot is probably companies that need more lead volume and better marketing ROI, and are willing to outsource the strategy and execution of those marketing efforts.
In sum, Rello Agency is a trusted choice for solar firms looking to scale lead generation in a sustainable way, through a mix of paid and organic tactics. They emphasize building a robust pipeline over quick fixes, and that approach resonates if you’re aiming for consistent growth. Now that we’ve reviewed several of the best solar lead gen companies – from tech platforms like AnyBiz to lead suppliers like Solar Exclusive to marketing partners like Solar Media Team, Helios, and Rello – you might be wondering: how do I decide which (if any) of these to go with? The answer lies in understanding your own sales needs and asking the right questions, which we’ll address in the FAQs and conclusion.
Conclusion: Powering Your Solar Sales Pipeline into 2025
In the rapidly evolving solar industry, having a robust lead generation engine is no longer optional – it’s a strategic necessity. We’ve explored how combining smart solar lead generation strategies (from content marketing to targeted outreach) with the right execution model can dramatically accelerate your sales growth.
Whether you decide to bolster your in-house team, partner with one of the best solar lead generation companies we discussed, or use a hybrid approach, the key is to stay proactive and data-driven. Measure everything – cost per lead, conversion rates, cost per close – and don’t be afraid to adjust your tactics as the market shifts. Remember, quality beats quantity: it’s more valuable to have 50 genuinely interested prospects than 500 cold contacts that go nowhere.
As you refine your lead gen approach, consider what’s at stake. With solar accounting for a growing share of energy and huge investments flowing into the sector, 2025 is a year of opportunity. It’s also a year of heightened competition, which means those who excel at acquiring and nurturing leads will outrun those who don’t. This is where having a trusted partner can make all the difference.
Martal Group is here to help if you’re looking to supercharge your solar B2B sales pipeline. We offer more than a service – we become an extension of your sales team. With our award-winning outbound sales executives, we specialize in setting qualified appointments and running omnichannel campaigns that target your ideal customers with precision (7).
Our approach is rooted in data: we leverage intent signals, bespoke prospect lists, and a proprietary AI platform to engage prospects at the right time, on the right channel (7). Whether you need to reach solar installers, commercial project developers, manufacturers, or any niche in the energy space, we have experience across 50+ industries and can tailor our strategy to your market (7). In short, we do the heavy lifting of lead generation and appointment setting so your in-house team can focus on what they do best – closing deals and building relationships.
If filling your calendar with high-quality sales meetings is a priority (and for any solar sales leader, it should be!), let’s talk. We’d be happy to discuss how Martal’s sales outsourcing and lead gen expertise can be custom-fit to your goals – whether it’s launching an omnichannel outbound campaign to target solar distributors, or scaling up your reach into new regions.
Our track record speaks for itself, but we’d love to show you how we can translate that into your success story. Book a free consultation with us today (it’s a no-obligation conversation) and let’s explore how we can energize your pipeline and help your sales team shine in 2025 and beyond. The solar revolution is here – together, we’ll make sure you generate the leads (and appointments) needed to capitalize on it.