The Challenge
A mid-market renewable energy developer (solar + storage) operated in an increasingly crowded market where many competitors made similar sustainability promises. Corporate sustainability officers and finance leaders struggled to distinguish genuine environmental impact from “greenwashing.” The company lacked authoritative, data-backed insight content to help buyers justify long-term power purchase agreements (PPAs) internally and build confidence in partnering with them for the energy transition. Brand perception needed elevation from “project developer” to “market-defining thought leader.”
The Approach
Thinker Media Group created an integrated thought leadership and market research program:
- Executive Research: Surveyed 350+ sustainability directors, CFOs, and operations leaders across target industries about renewable adoption barriers, perceived ESG risks, investment hurdles, and expected financial returns from clean energy.
- Market Insights: Combined primary research with analysis of ESG trends, corporate carbon commitments, and renewable market dynamics to develop a comprehensive perspective on the “State of Corporate Renewable Readiness.”
- Multi-Format Content: Published a flagship research report, 5 industry-specific briefs (manufacturing, retail, logistics, healthcare, finance), interactive data dashboard, and an executive summary—establishing multiple entry points for different stakeholder segments.
- Integrated Campaign: Organized executive roundtables, webinar series, thought leadership articles, and targeted ABM into priority accounts, using research data to open doors and frame PPA discussions around strategic value rather than commodity pricing.
The Results
- Investor Conversations: Research assets became centerpiece materials in investor meetings, enhancing credibility and facilitating easier capital raises and partnership discussions.
- Enterprise Pipeline: Inbound inquiries increased 55% from target accounts actively referencing the research in internal ESG committees and decision-making processes.
- Deal Progression: Several Fortune 500 customers cited the research in justifying multi-site PPA commitments, enabling the company to progress beyond pilot projects to strategic, long-term agreements.
- Market Authority: Positioned as a credible voice on renewable energy adoption trends, leading to speaking invitations, media features, and industry advisory board positions.
Key Takeaway
When research demonstrates genuine market insight rather than self-interest, buyers trust you as a strategic partner—opening doors to deeper relationships and larger opportunities.
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