B2B Marketing Channels: Attracting High-Value Commercial Contracts
Written by Solenery
3 min read
Introduction: Cracking the Commercial Market for Clean Energy Providers
Landing a residential job is great. But securing a multi-unit retrofit, school electrification, or corporate net-zero portfolio? That’s a game-changer.
Commercial projects mean higher ticket sizes, long-term partnerships, and recurring business. But they also come with a more complex sales process, longer cycles, and multiple decision-makers. If you’re a Canadian solar installer, heat pump contractor, or net-zero service provider, the key to growing your commercial pipeline is a strategic marketing plan that speaks the language of building owners, property managers, and institutional buyers.
In this guide, we’ll cover four top B2B marketing channels—ranked by ROI and relevance in the Canadian clean energy space—plus tools, checklists, and case studies to help you implement immediately.
LinkedIn & Email Outreach – The Digital Knock on the Door
While residential buyers find you through Google, commercial decision-makers live on LinkedIn and in their inbox.
Why It Works:
- Target facility managers, school boards, real estate asset managers
- Customize messaging to industry (MURBs, agriculture, non-profits, etc.)
- Automate follow-ups while staying personal
Sample Campaign Flow:
- LinkedIn connection request → Short intro (“We’re working with other [building type] in [region] on solar upgrades.”)
- Follow-up message → Include quick stat (“Did you know solar can cut condo common-area bills by 35%?”)
- Email touch → Direct CTA for consultation or downloadable guide
- Optional → Include case study or calculator link
Tool Stack:
- Apollo, Instantly.ai, or Lemlist (for cold email)
- Waalaxy or Sales Navigator (for LinkedIn outreach)
- HubSpot CRM or Brevo (to track lead flow)
Industry Trade Shows & Conferences – Face-to-Face with Decision-Makers
In-person events are back—and in B2B energy sales, nothing beats a handshake.
Best Canadian Events by Sector:
| Event | Focus | Location |
| FCM Sustainable Communities Conference | Municipal retrofits, NGO partnerships | Ottawa / rotating |
| Buildex Vancouver & Buildex Toronto | Contractors, engineers, HVAC firms | BC & ON |
| Solar Canada Conference | Solar developers, C&I clients | Toronto |
| Global Energy Show | Industrial clients, energy infrastructure | Calgary |
Tips for Success:
- Don’t just rent a booth—attend panels and ask questions during Q&A
- Pre-book meetings with registrants via event app or LinkedIn
- Bring physical case studies and rebate one-pagers (especially for multi-dwelling or nonprofit buyers)
Referral Partnerships – The Hidden Engine of Commercial Lead Flow
Some of the best B2B leads won’t find you online at all—they’ll come from someone in their trust network.
Who Makes Great Referral Partners:
- Energy auditors with access to building data
- General contractors doing envelope retrofits
- Property management companies
- Sustainability consultants or municipal energy planners
How to Structure a Program:
- Non-monetary referrals: Offer cross-referrals or branded content shoutouts
- Tiered reward programs: $300–$1,000 per commercial close (based on deal size)
- Bundled audits: Offer energy assessments together with insulation or HVAC upgrades
Mid-Article CTA: Explore Partnership Opportunities
Solenery works with vetted net-zero contractors across Canada to connect them with warm commercial leads, municipal projects, and MURB retrofit opportunities.
Content Marketing That Wins Over Commercial Decision-Makers
Commercial buyers are risk-averse. They need to see credibility, data, and compliance clarity before signing.
Content That Converts:
- One-pagers: Break down incentives like NRCan’s Deep Retrofit Accelerator or FCM’s Green Municipal Fund
- Case studies: Show how another MURB or school cut $X in annual costs
- Webinars: Co-host with rebate programs, associations, or auditors
- LinkedIn Thought Leadership: Weekly short-form posts on success stories, grant deadlines, or client FAQs
SEO Content Ideas:
- “How to Finance a Multi-Unit Heat Pump Retrofit in Ontario (2025 Guide)”
- “Best Rebates for Commercial EV Charging Projects in Canada”
- “Solar for Condo Boards: What You Need to Know Before You Vote”
Tip: Embed ROI calculators or carbon savings widgets to drive demo requests.
Implementation Checklist: Launch Your Commercial Funnel in 30 Days
| Task | Tool | Owner |
| Build commercial persona profiles | Google Forms or Airtable | Marketing lead |
| Write LinkedIn/email templates | ChatGPT or Jasper | Sales team |
| Select 3 events to attend this year | Eventbrite or trade site | Ops/Founder |
| Identify 5 referral partners | LinkedIn, CRM | Sales |
| Create 2 new case studies | Canva or Notion | Marketing |
| Launch nurture drip for commercial leads | Brevo, Mailchimp | Marketing |
| Track close rate by channel | HubSpot, Google Sheets | Sales manager |
Real-World Results: Commercial Success in Canadian Clean Energy
Toronto Heat Pump Integrator
Partnered with a non-profit housing authority via Solenery.
Result: Closed a 32-unit retrofit worth $280K over 90 days.
Vancouver Solar Firm
Targeted property managers with LinkedIn + email.
Result: Secured 4 site visits with MURBs after one gated case study + webinar.
Calgary Energy Auditor
Joined Solenery and built a referral loop with a duct sealing contractor.
Result: Doubled monthly qualified commercial leads without spending on ads.
Conclusion: Go Where the Real Contracts Are
If you’re a Canadian clean energy provider looking to break into commercial contracts, it’s time to market smarter—not just harder. Use LinkedIn for outreach, show up where decision-makers gather, build real referral engines, and publish content that instills confidence.
You don’t need 1,000 leads. You need 10 high-value relationships that convert—and we can help you get there.