I am interested to see if anyone from the group can recommend some resources, or provide input, on practices used in marketing energy efficiency b2b.
MEEA is exploring ways to be more of a resource to our members and the industry on the topic. We are looking to find orgs and resources to build our b2b marketing IQ.
I recommend you focus on targeting financial staff, they will understand the economics of energy efficiency (reducing operational costs & increasing their bottom line) and will be a key driver to influencing investment.
Also, education is important to help people understand why investment is a positive thing. There is a website 'My Energy University' which is offering free online energy efficiency training. The courses are strait to the point and are about 30 to 45 minutes each. These free courses could compliment your marketing material and back-up your statements too!