Powering American businesses
Companies in every industry depend on reliable energy to keep their businesses running, whether they’re powering industrial machinery, medical equipment or website servers. Every day, nearly three million homes and businesses across the United States turn to NRG Energy for smart, sustainable and reliable energy services. A fortune 500 company, NRG is a leading customer-focused energy company in the United States, built on the strength of its integrated platform of retail and generation businesses.
NRG’s business customers tend to be large commercial and industrial customers with highly diverse energy needs. These business customers traditionally work closely with B2B sales representatives to construct a customised energy plan that works for their business. While the focus on face-to-face marketing and events helps NRG build close relationships with its customers and nurture leads effectively, the personal sales method makes it more challenging for NRG to grow, as increasing the customer base means also expanding support resources.
To meet this opportunity, NRG is undertaking a digital transformation that would allow it to better leverage its website, email, social media, mobile apps and other digital marketing channels to support sales activities and minimise the need to hire and train new sales staff. “By using digital marketing channels to maintain relationships, generate leads and support renewal and cross-selling opportunities, we give sales representatives more time to create customised, exciting energy plans for new customers while also continuing to work closely with our largest existing customers,” says Gin Kinney, Vice President, Strategic Marketing at NRG Energy, Inc.
One major cornerstone of the digital transformation involved revamping the website and using personalised content—featured solutions, case studies and thought leadership—to connect with potential and existing customers. NRG digital marketers were already using Adobe Creative Cloud apps to produce creative assets used throughout digital marketing, so the company turned to another set of Adobe solutions to form the foundation of its digital marketing transformation: Adobe Experience Cloud.
“Adobe Experience Cloud gives us the solutions that we need to support our sales team by automating digital marketing and building stronger relationships with customers,” says Kinney.
Attracting customers with updated website content
NRG worked closely with its development and creative agency, AKQA, to launch a new website based on Adobe Experience Manager, part of Adobe Marketing Cloud. All content created in Adobe Creative Cloud is uploaded and managed in Adobe Experience Manager Assets. All assets are tagged before publication, which not only makes it easier for NRG to manage assets, but also allows NRG to track performance of each asset and set the stage for robust personalisation.
Adobe Experience Manager Sites makes it easy for content authors to quickly create and publish webpages without the need to work through developers. The result is a much faster time to market and a more dynamic website.
“The focus of our website is building relationships with customers and generating leads,” says Steven Lin, Senior Digital Manager at NRG Energy, Inc. “Before, our website was static and flat—not the image that an innovative and leading company wants to portray. With Adobe Experience Manager, our content authors can quickly publish news and thought leadership that’s relevant to companies’ interests or current events. This encourages a much more positive view of NRG and helps push companies toward becoming a customer.”
NRG also uses Adobe Experience Manager for a hybrid content management system (CMS), enabling channel-agnostic content management and delivery. The headless model enables NRG to easily render content across the website, as well as other channels such as email campaigns, social media posts or mobile apps. This gives marketers the ability to republish and reuse content with even greater flexibility and efficiency.