Powering pipeline growth in a crowded market

By Convex 

Advanced lead-generation tactics help roofing and solar firms gain an edge through smarter data and targeted outreach. 

In a market where competition moves fast and decision-makers expect more value upfront, Convex is positioning itself as a trusted partner for roofing and solar companies seeking stronger pipelines and better-qualified leads. By highlighting modern tools and proven outreach methods that reduce wasted time and elevate sales efficiency, the company represents how thoughtful, technology-enabled strategies can help teams reach the right prospects, cut through noise and build meaningful business relationships that support long-term growth. 

Understanding your target audience 

Before we get into the tools and tactics, you must build a solid foundation. Knowing your ideal customer profile is key to lead generation. If you don’t start there, all of your sales and marketing messages will be generic, and you’ll struggle to convert prospects into sales. 

Start by doing market research to find out the demographics, needs and pain points of your best potential customers- you can use this to create a buyer persona. 

An example buyer persona for roofing and solar companies might be a commercial property owner or manager at an owner-occupied office building who values sustainability and wants to reduce their energy costs. 

Once you have this information, create buyer personas. These personas guide your marketing strategy and sales messaging so it aligns with your target market’s expectations and interests. Personalized messaging will help you capture and convert the right leads faster by speaking directly to their needs and interests. 

Now, there are two ways that you can get in front of your ideal customers. Inbound marketing strategies and outbound sales tactics. 

Let’s start with inbound. 

Inbound: Leveraging digital marketing for lead generation 

Inbound lead generation strategies 

Digital marketing is key to B2B leads. Roofing and solar companies can use various digital channels to reach their audience. Good digital strategies include SEO, PPC and content marketing — all essential for maximum impact. 

Try these digital marketing methods to generate more leads: 

• SEO for search rankings. 
• Content marketing for information. 
• PPC for demographics. 
• Email for direct communication. 

Using all these tactics creates a full-funnel, multi-channel approach that captures leads throughout their buying journey. 

SEO and content marketing 

SEO is the foundation of online visibility. It ensures your business appears in search results when potential clients are actively looking for services. 

Content marketing provides educational resources that engage and inform your audience. Creating blog posts, guides and videos positions you as a thought leader and attracts more qualified leads. 

Pay-Per-Click (PPC) advertising 

PPC advertising lets you target specific audiences with precision. By setting parameters like location and demographics, you can efficiently reach your ideal clients. 

PPC ads drive immediate traffic to your website, offering critical visibility for companies that need to generate leads fast. 

Email campaigns 

Email marketing remains one of the most effective ways to nurture leads. Personalized emails allow you to communicate directly with your potential clients. 

Newsletters and promotional offers keep you top-of-mind. Consistent communication builds relationships over time, turning potential leads into long-term customers. 

Social media for B2B engagement 

Social media offers a significant opportunity for lead generation. Roofing and solar companies can engage with potential clients, build brand awareness and establish trust. 

Focus on platforms where your target market is active. LinkedIn, in particular, is ideal for B2B networking, allowing you to connect with industry players, share educational content and participate in discussions to enhance your visibility and credibility. 

Creating high-quality educational content 

Educational content is a cornerstone of inbound strategies. Articles, guides and how-tos that solve common problems build trust and position your company as an industry expert. 

This content attracts potential leads, drives engagement and encourages prospects to take the next step. 

Showcasing success through case studies and testimonials 

B2B clients want proof of your capabilities. Case studies and testimonials build trust and demonstrate the results your company delivers. Highlight projects that showcase measurable outcomes, like reducing energy costs or providing a strong ROI on solar installations. 

Optimizing your website for lead capture 

Your website should do more than just provide information – it should capture leads. Make sure your site has: 

• Mobile-friendly design: Many users access sites on their phones. 
• Clear Call-to-Action (CTA): We’ll cover this in a moment. 
• Fast load times: Slow sites drive visitors away. 

Calls-to-Action (CTAs) 

Crafting good calls-to-action (CTAs) is key to converting website visitors into leads. CTAs should be clear, actionable and in the right place. 

Here are seven calls to action that have proven to be high-converting in the roofing and solar industry: 

1 – Get a free quote for your solar project today — Click here to chat with a solar expert! 

2 – Schedule a free roof inspection for your commercial property! 

3 – Download the ultimate guide to lowering energy costs with solar solutions! 

4 – See how our solar services reduce energy costs by 80% or more! 

5 – Click here for the free case study! 

6 – Talk to an expert about your roofing needs — Request a free consultation! 

7 – Discover how our roofing solutions can save you money and reduce energy costs! 

Use language that prompts immediate action. “See,” “discover,” “learn more,” “click here” — all words promote the idea of taking immediate action. 

Test different CTA styles and placements to see what works best with your audience and drives higher conversion rates. 

Leveraging analytics for continuous improvement 

Analytics play a critical role in enhancing inbound marketing strategies by allowing regular reviews of metrics like website traffic and conversion rates. Tools such as Google Analytics help in gathering insights for informed decision-making and optimization. 

A strong inbound approach enables effective lead nurturing and conversion, fostering lasting relationships with clients. Next, we will explore outbound sales tactics. 

Outbound lead generation and sales strategies 

Sales intelligence with property data and buying signals 

Platforms like Convex equip your team with the information and tools to skip the gatekeepers and go straight to decision-makers. By combining sales intelligence, property data and buying signals on a map interface, Convex gives your team visibility into their entire territory to see opportunities you would otherwise miss. 

Here’s how Convex works: 

1 – Log in and check signals: Start by logging into Convex and checking the “Signals” category — our proprietary buyer intent data — to see who’s in-market and ready to buy. These signals provide intent scores based on various factors, helping you prioritize high-value prospects. 

2 – Search for properties, accounts and contacts: Search for properties or accounts that align with your products and services. This could be anything from a specific property type (e.g., hospital, airport) to individual contacts, job titles, account names or tenant information. Convex’s property intelligence includes key insights such as permit histories, building age, square footage, ownership, transaction details and equipment data, making it easier to identify and close new leads. 

3 – Leverage generative AI for personalized outreach: With just two clicks, use Generative AI — trained on buyer signals, firmographic data and your company’s contact data — to send a personalized email or draft a phone script. The AI uses data like job titles, decision-maker information and property history to craft targeted messages that resonate with prospects. 

4 – Automate follow-ups and manage leads: After outreach, set up automated reminders for follow-ups and track the lead in your CRM. Convex allows you to export lists of prospects, assign stages, tag coworkers and assign dollar values to leads, offering light CRM functionality for lead management. We also offer full integrations with CRMs like Salesforce and HubSpot to ensure seamless pipeline tracking. 

All this is done in less than 5 minutes per account. 

Direct outreach: Cold emails and calls 

Outbound efforts like cold emails and calls remain a tried-and-true method for generating B2B leads — it helps if you have a platform like Convex to inform your outreach, but cold contacting has been tried and true for years, although it’s a bit slow going and you must be okay with near constant rejection. 

Roofing and solar companies can enhance these strategies by: 

• Crafting personalized messages that address specific needs. 
• Following up consistently to build rapport and trust. 

I want to hone in on the concept of personalization for a moment. There are plenty of agencies, platforms and business development organizations out there who will flood a market with cold emails and calls — this probably isn’t the path you want to take. 

Personalization is key to cold outreach. And by “personalization,” I don’t just mean adding the prospect’s name to an email campaign and changing a few words. Tailoring cold outreach to the needs of your prospects means taking the time to research their business, understand their pain points and tailor your message specifically to them. This approach will yield much better results than mass emailing or calling with generic pitches. 

Using property intelligence tools (like Convex) to identify the right decision-makers can make this process more effective. 

Ads 

“Push” advertising (unlike pay-per-click) is an outbound lead generation strategy that puts relevant ads in front of your ideal customer profile (ICP) on social media feeds, websites and apps. 

Here are two types of “push” ads you can use to generate leads: 

1 – Social media ads: Platforms like Facebook, Instagram, Twitter and LinkedIn allow businesses to target specific demographics based on interests, job titles, behaviors and more. This makes it easier to reach audiences most likely to be interested in your products or services. 

2 – Display ads: These are banners or text-based advertisements that appear on websites and mobile apps; they can also be targeted based on user behavior or demographics. Google is a popular display ad platform with its Google Display Network (GDN), which allows targeting by keyword search history. 

These ads can be hugely beneficial to businesses looking to retarget visitors who have shown interest in their products or services, making it easier to convert them into leads. However, creating compelling ad copy and design is key to making these ads effective. 

Strategic partnerships, referrals and collaborations 

Collaborating with complementary businesses — like construction firms, property managers or architects — can open the door to new clients. Establishing a referral program incentivizes your partners to recommend your services in a way that’s mutually beneficial and opens up avenues for additional low cost lead generation. By establishing partnerships, you can tap into each other’s networks and reach a larger audience. 

Here are some ways you can collaborate with others: 

• Cross-promotion: Work together to promote each other’s products or services through social media posts, guest blog posts or email campaigns. 
• Co-hosted events: Organize an event (virtual or in-person) together that targets both of your ideal customer profiles. 
• Referral program: Create a referral program that rewards partners for sending business your way. 

Strategic partnerships and collaborations can be a cost-effective way to generate leads while also building relationships with other businesses in your industry. This approach not only expands your reach but also adds credibility to your brand through association with established companies. 

Networking at industry events 

Trade shows and industry events are invaluable for outbound lead generation. These gatherings allow you to: 

• Meet potential clients face-to-face. 
• Showcase your services in person. 
• Build relationships that lead to long-term partnerships. 

As I briefly mentioned in the last section, events can be a great place to develop new business relationships. Consider sponsoring or hosting an event to boost your visibility and credibility within the industry or with partners who work in similar spaces. 

But once you have a lead, what do you do with them? 

Managing and nurturing leads with CRM tools 

A good lead management process is the best way to convert prospects into clients. This means having a sales process in place that walks potential customers through each step from conversion to sale. 

Using a customer relationship management (CRM) tool and continually nurturing leads to building trust. Customer Relationship Management (CRM) tools like the ones we mentioned earlier help you track interactions and follow-ups, automate email campaigns and segment leads based on engagement and potential. 

Measuring and analyzing lead generation metrics 

As the industry changes, new tools make finding deals easier than ever. But you still need to measure your results to improve your strategy. 

Key performance indicators (KPIs) to track are: 

• Revenue per channel: Which channels drive the most revenue? 
• Cost Per Lead (CPL): How much each lead costs in advertising, marketing, sales operations and 
• Number of leads generated (over a specific time period). 
• Sales cycle length: Time to Close a Deal 
• Conversion rates: How many leads turn into sales 
• Lifetime customer value (CLV or LTV) is the total revenue from each customer. 

Measure regularly and you can refine and double down on what works. Knowing these metrics means your strategies are aligned to your business goals and driving growth and ROI. It’s also important to continually analyze and adjust your strategies in order to stay competitive in the fast-paced world of B2B lead generation. 

Conclusion: Refining your lead generation strategy 

Your lead-gen strategies don’t have to be based on luck or “shots in the dark.” By combining digital marketing, relationship building and data driven tools like Convex you can attract qualified leads and close more deals. 

Stay focused, stay flexible and keep refining your process. With the right mix of tactics, your pipeline grows and your business will continue to succeed. 

Original article source: Convex