Understanding the Unique Nature of Home Performance Marketing

In this first module, we'll begin at the beginning: how to evaluate the market opportunity for efficiency and electrification, and how to objectively assess and evaluate the current state of your marketing effort and readiness. We'll look at, and provide tool recommendations to assess what's working, what's not, and what approaches you can use to measure marketing performance. We'll discuss the process of marketing planning and learn the steps to building a solid, actionable, measurable marketing program. And we'll dive into the key measures of marketing sucess--understanding the difference between Cost per Lead (CPL) and Cost per Acquisition (CPA) and how to evaluate strategies on the basis of ROI.