Fractional CMO for Energy & Services for Sustainability
As a Fractional CMO for Energy, I bring over 15 years of proven expertise in driving business growth through innovative and strategic marketing initiatives. Whether you're a small business, start-up, or mid-sized company, my services are tailored to meet your unique needs without the commitment and cost of a full-time executive.Gain access to top-tier marketing leadership without the overhead of a full-time hire. My extensive experience spans various industries, ensuring your business benefits from the latest marketing trends and strategies.
Tip the see-saw in your favor & win the crowd
I’ve been working in the digital marketing field for over 15 years and as an independent consultant working with companies all sizes – advising on content marketing, google penalties, brand, audience development, technical SEO, digital PR, organizational design, and growth.
Let Me Be Your Fractional CMO for Energy
As seen on
What can I bring to your company when you hire me as Fractional CMO for Energy
I find myself in a privileged position through hosting my SEO meetups, where I have access to a wealth of data alongside my fellow members. These gatherings serve as a fertile ground for the exchange of insights and information stemming from diverse industries. My team and I take it upon ourselves to meticulously gather and arrange this data, ensuring that every participant can reap the benefits from a broad pool of knowledge. As we all are aware, unstructured data holds little to no value, akin to unmined gold lying dormant underground, awaiting to be discovered and valued.
We delve into this data reservoir, sifting through to find and present the most valuable pieces of information — the golden nuggets that can offer substantial learning experiences to our attendees.
Would you be interested in granting your attendees access to this repository of golden opportunities?
Experienced Fractional CMO for Energy
I have worked in numerous large enterprises within the marketing & SEO departments. Taking these businesses up the search engine result pages (SERPS), these roles formed the bases of my experience.
I have also been fortunate enough to advise & consult numerous smaller and medium businesses across a wide array of verticals and this also greatly enhanced my knowledge about the market and of course how to implement a ‘search’ strategy to garner visibility and generate revenue.
I have also been fortunate enough to participate in some more unique projects
Who is Ross Kernez?
First and foremost I am curious. I am curious to understand what makes a search engine place one website above another.
What makes these vastly complex and nebulus algorithms tick? Some of my friends & colleagues will tell you I have an unbalanced curiosity/obsession.
I like to quote an unknown source in response: “Don’t judge people for the choices they make when you don’t know the options they had to choose from.”
When others ‘stamp out at’ 5pm and head to the bar. I head home to dig deeper.
I have been experimenting and learning with SEO for the past 15 years. In that time I have worked with numerous large businesses pushing them up the SERP’s and driving more traffic, conversions and most importantly gathering data to empower future improvements.
Mentor at ‘Starta Venture Capital’
Mentoring startups has put me in front of some incredible talent, it has allowed me to test my skills to the limit across a diverse marketplace. Founders are highly motivated and bright individuals mentoring them has been both an honor and an ongoing challenge. It perfectly compliments my other activities as it constantly tests and sharpened my skills set. Not to mention building my network.
Grace A.I
What should you expect from your Fractional CMO for Energy
Here’s some feedback from someone who has worked with Ross
Emily O.
Hiring a fractional CMO for our energy company was one of the best decisions we’ve made. The CMO had a deep understanding of the complexities within the energy sector, which was evident from the start. They helped us streamline our marketing efforts by creating a clear strategy that aligned with our goals of expanding our market share and improving our brand visibility. Their focus on digital marketing was especially impactful, as they revamped our website, optimized our SEO, and ran highly targeted digital campaigns that led to an increase in leads. They also positioned us as thought leaders in the renewable energy space through industry publications and webinars. Even though they were part-time, they felt like a fully integrated member of our team.
Alexander K.
Working with a fractional CMO was a game changer for our business in the energy industry. We had been struggling to communicate the complexity of our renewable energy solutions to the right audience, but they came in with a clear strategy to simplify our messaging and make it more accessible. Their expertise in sustainability marketing helped us reframe how we talk about our environmental impact, which really resonated with both our customers and partners. They also strengthened our social media presence and implemented a more targeted content strategy that led to increased engagement and inquiries. It was clear that their industry knowledge and marketing experience were exactly what we needed to take our company to the next level.
Damian S.
Bringing on a fractional CMO for our energy company exceeded all expectations. They immediately identified gaps in our marketing and came up with a comprehensive plan that positioned us better in the competitive energy market. Their focus on thought leadership helped us build credibility; they got us featured in industry publications, organized webinars, and created a content calendar that demonstrated our expertise. Their work on our sustainability messaging was crucial, as they helped us align our environmental goals with our marketing in a way that felt authentic and compelling. Despite being fractional, their involvement was consistent, and the results—ranging from increased leads to better brand awareness—spoke for themselves.
Objective and Unbiased Analysis
The core value of a digital marketing expert witness lies in their ability to provide objective and unbiased analysis for legal cases. This impartiality is essential for the integrity of the legal process, as it ensures that their testimony is credible and reliable. Objective analysis means that the expert witness examines all relevant data, facts, and evidence without allowing personal opinions or external pressures to influence their findings.
An unbiased expert witness offers a clear, fact-based perspective on complex digital marketing issues, which is invaluable in a courtroom setting. Their role involves scrutinizing digital marketing practices, campaigns, and analytics to determine compliance with industry standards and legal regulations.
Commitment to Professionalism and Ethical Integrity
Ethical integrity involves adhering to strict ethical guidelines and principles. This includes avoiding any conflicts of interest, ensuring that their findings and opinions are based solely on factual evidence and sound analysis. An expert witness must remain impartial, providing testimony that is free from personal or financial bias. Their role is to assist the court in understanding complex digital marketing issues, not to advocate for either party.
A digital marketing expert witness’s commitment to these principles is crucial, as their testimony can significantly impact the outcome of a case. By maintaining high standards of professionalism and ethical integrity, they contribute to a fair and just legal process, ensuring that their insights and opinions are respected and valued.
Topics that I can cover:
Just SEO?
Absolutely not, although i started in SEO, when I am a full stack marketer i realized that a good SEO strategy without a holistic understanding of marketing. Is like a funnel with holes in it. No matter how much traffic you drive through the funnel you will be leaking leads and wasting your resources.
I have garnered a solid understanding of digital marketing and how to juggle the many disciplines and allow them to fit and work together. I also have managed teams of freelancers and employees in the double digits. I love to help people manage their teams more efficiently.
FAQs
What is a Fractional CMO, and how does this role apply to the energy sector?
A Fractional Chief Marketing Officer (CMO) is a senior marketing executive who provides part-time or project-based leadership for a company. This role is particularly beneficial for energy companies that may not require or be able to afford a full-time CMO but still need high-level marketing expertise. In the energy sector, a fractional CMO brings specialized knowledge of the industry’s complexities, regulatory environment, sustainability demands, and the evolving landscape of renewable energy and technology. They help energy firms develop and execute marketing strategies that are aligned with business goals such as expanding market share, increasing brand visibility, or launching new energy solutions.
The role of a fractional CMO in the energy sector is crucial for navigating the industry’s unique challenges. Energy markets are highly competitive, and many businesses struggle to differentiate themselves in a field where product offerings are often similar, particularly in traditional energy sectors like oil, gas, and utilities. The CMO’s responsibility is to create a clear and compelling brand narrative that sets the company apart, focusing on its unique value propositions, whether it’s renewable energy initiatives, innovative technologies, or a commitment to sustainability.
A key function of the fractional CMO is to develop an integrated marketing strategy that includes branding, digital marketing, public relations, and content marketing. They help energy companies position themselves in a way that resonates with different stakeholders, from regulators and industry partners to consumers and businesses. In the energy sector, trust and reliability are critical, and a fractional CMO ensures that the company’s messaging reflects these values, all while promoting innovation and sustainability efforts.
Energy companies often need to communicate complex technical information to a wide audience. This can range from business customers and consumers to government agencies and investors. A fractional CMO helps translate complex energy solutions into clear, accessible messaging that resonates with these diverse audiences. Whether the company is focused on providing clean energy solutions, offering advanced energy management systems, or working on large-scale energy projects, the CMO ensures that the messaging is tailored to each audience’s needs and concerns.
Digital marketing is a critical component of a modern marketing strategy, and a fractional CMO plays a central role in helping energy companies build a strong online presence. In the energy sector, having an optimized digital presence is key to educating the market about your services, products, and the value you provide. This often begins with optimizing the company’s website, ensuring it is user-friendly, mobile-responsive, and communicates the company’s value propositions effectively. A fractional CMO works to improve the website’s search engine optimization (SEO), ensuring that when potential clients and partners search for energy solutions, the company ranks highly in search engine results.
Beyond SEO, the fractional CMO will typically develop and oversee digital marketing campaigns that may include social media marketing, email marketing, and targeted online advertising. These campaigns are designed to increase visibility, generate leads, and support business development goals. They will ensure that the digital marketing efforts are aligned with the company’s broader marketing and business strategies, delivering a consistent message across all channels.
Thought leadership is another important focus for energy companies, especially as the industry shifts towards renewable energy and sustainable practices. A fractional CMO helps position the company as a leader in its field by developing and promoting thought leadership initiatives. This might involve publishing whitepapers on renewable energy trends, writing articles for industry publications, or hosting webinars that highlight the company’s expertise. By establishing the company as an authority on key energy topics, the CMO enhances the company’s reputation and builds credibility with stakeholders.
Given the growing emphasis on sustainability, energy companies are expected to communicate their environmental impact and commitment to green initiatives effectively. A fractional CMO helps develop messaging that reflects the company’s sustainability goals and positions it as part of the solution to global energy challenges. Whether the company is involved in renewable energy projects, reducing carbon emissions, or implementing energy efficiency technologies, the CMO ensures that these efforts are communicated clearly to both internal and external audiences.
Another key area where a fractional CMO adds value is in customer acquisition and retention. The CMO works to ensure that marketing strategies are driving new business while maintaining strong relationships with existing clients. They refine the sales funnel, ensuring that potential customers are nurtured through every stage of the decision-making process, from initial awareness to conversion. For existing customers, the CMO helps develop engagement strategies that keep clients satisfied and encourage long-term partnerships.
In summary, a fractional CMO for the energy sector brings strategic marketing leadership tailored to the industry’s unique challenges. They help companies build brand awareness, position themselves as thought leaders, communicate sustainability efforts, and drive business growth through digital marketing and customer engagement strategies. Their flexible, part-time approach allows energy companies to access high-level marketing expertise without the cost of a full-time executive, making them an ideal solution for firms looking to scale their marketing efforts efficiently.
Why should an energy company hire a Fractional CMO instead of a full-time CMO?
There are several compelling reasons why an energy company might opt to hire a Fractional CMO instead of a full-time marketing executive. One of the primary advantages is cost efficiency. A full-time CMO typically commands a high salary, along with benefits, bonuses, and other compensation, which may not be feasible for many energy companies, particularly those that are small to mid-sized or undergoing periods of transition. A fractional CMO provides the same level of expertise and strategic leadership but at a fraction of the cost, making it a more affordable option for businesses that need high-level marketing support without the financial commitment of a full-time role.
Another key benefit of hiring a fractional CMO is flexibility. Energy companies often have fluctuating marketing needs, depending on their growth stage, business cycles, or specific projects such as new product launches or expansions into new markets. A fractional CMO can scale their involvement up or down based on the company’s immediate needs. This flexibility allows the company to tap into expert marketing leadership during critical periods without the long-term commitment of a full-time executive. For example, the company may need a CMO to lead a major marketing campaign for a few months or to help reposition the brand during a strategic shift but not require full-time leadership once the project is completed.
In addition to cost and flexibility, a fractional CMO brings diverse experience to the table. Many fractional CMOs work with multiple clients across different industries, giving them a broad perspective on marketing strategies and best practices. This cross-industry experience can be particularly valuable in the energy sector, where businesses are increasingly competing with new entrants and disruptive technologies. A fractional CMO may introduce fresh ideas and innovative marketing approaches that help the company stay competitive in a rapidly evolving market.
A fractional CMO also offers a faster path to results. Since these professionals are often brought in to address specific challenges or achieve particular goals, they tend to hit the ground running. They quickly assess the company’s current marketing efforts, identify gaps and opportunities, and implement strategies designed to drive immediate impact. For energy companies looking to launch new products, increase brand visibility, or enter new markets, a fractional CMO provides the strategic leadership needed to execute these initiatives efficiently and deliver measurable results.
Another important reason to hire a fractional CMO is the ability to bring in specialized expertise without disrupting the company’s existing team. Many energy companies already have in-house marketing teams or agencies handling day-to-day marketing tasks, but they may lack senior leadership or specific industry knowledge to guide these efforts strategically. A fractional CMO works alongside the existing team, providing direction, mentorship, and high-level strategy while allowing the team to execute on the tactics. This collaborative approach ensures that the company’s marketing efforts are cohesive and aligned with its broader business goals.
Finally, a fractional CMO is an ideal solution for companies in transition or growth phases. Whether the company is expanding into new markets, rebranding, or pivoting towards renewable energy solutions, a fractional CMO provides the marketing leadership needed to navigate these changes while keeping the company focused on growth. Their ability to provide marketing expertise on a flexible basis allows the company to scale its marketing efforts without the long-term commitment of a full-time executive, making them an invaluable asset during periods of change.
What specific challenges does a Fractional CMO address for energy companies?
Energy companies face a range of unique marketing challenges, and a Fractional CMO is well-equipped to help address these through a combination of industry knowledge, strategic insight, and data-driven decision-making. One of the primary challenges that many energy companies face is differentiation. In a sector where products and services are often similar, it can be difficult for companies to stand out from the competition. A fractional CMO helps energy companies develop and communicate a unique value proposition that sets them apart. Whether it’s highlighting the company’s commitment to sustainability, its innovative energy solutions, or its exceptional customer service, the CMO works to create a brand narrative that resonates with key stakeholders.
Another significant challenge for energy companies is the complexity of the products and services they offer. Whether a company is focused on renewable energy, traditional utilities, or energy technology solutions, the information can be highly technical and difficult for non-experts to understand. A fractional CMO helps translate these complex solutions into clear, accessible messaging that speaks to different audiences, from business customers and consumers to government regulators and investors. This involves simplifying technical information without losing the key details and ensuring that the company’s messaging is relevant to each target audience.
Customer acquisition is another area where energy companies often struggle. Energy solutions can be high-cost and involve long decision-making processes, particularly for large-scale projects or business customers. A fractional CMO helps companies develop targeted marketing strategies to attract new customers and move them through the sales funnel. This might involve creating lead generation campaigns, optimizing digital marketing efforts, or refining the company’s messaging to better address the needs of potential customers. The CMO ensures that marketing efforts are aligned with sales objectives and designed to drive long-term growth.
In addition to customer acquisition, customer retention is critical for energy companies. Once a customer is on board, maintaining strong relationships and ensuring their satisfaction is essential for long-term success. A fractional CMO helps develop customer engagement strategies that keep clients connected to the company, whether through personalized communication, loyalty programs, or ongoing education about new energy solutions. By improving client retention, the CMO ensures that the company can generate recurring revenue and build lasting partnerships.
Sustainability and corporate social responsibility (CSR) have become increasingly important in the energy sector, as both consumers and investors are demanding more transparency and accountability from companies regarding their environmental impact. A fractional CMO helps energy companies develop and communicate their sustainability initiatives in a way that resonates with stakeholders. Whether the company is working to reduce its carbon footprint, implementing renewable energy projects, or developing energy efficiency technologies, the CMO ensures that these efforts are communicated clearly and authentically. This helps enhance the company’s reputation as a responsible energy provider and aligns its brand with global sustainability goals.
Another key challenge for energy companies is maintaining a strong digital presence. In today’s market, potential customers often research companies online before engaging with them, and a poorly designed or outdated website can be a major obstacle. A fractional CMO helps ensure that the company’s website is professional, user-friendly, and optimized for search engines. This includes implementing SEO strategies to improve the company’s ranking in search results, as well as creating content that showcases the company’s expertise and solutions. Additionally, the CMO may develop digital marketing campaigns that drive traffic to the website and generate leads, such as targeted advertising on platforms like Google or LinkedIn.
Given the competitive nature of the energy market, positioning the company as a thought leader is essential for building credibility and attracting new clients. A fractional CMO helps energy companies establish themselves as industry leaders through thought leadership initiatives. This might involve publishing articles on renewable energy trends, hosting webinars on energy efficiency, or contributing to industry conferences. By positioning the company’s leaders as experts in key areas, the CMO helps increase the company’s visibility and build trust with potential clients, partners, and investors.
Finally, energy companies often face challenges related to regulatory compliance and navigating complex policy environments. The energy industry is highly regulated, and marketing efforts must comply with a wide range of laws and industry standards. A fractional CMO with experience in the energy sector understands these regulations and ensures that all marketing materials, communications, and campaigns are compliant. This reduces the risk of legal or reputational issues and ensures that the company’s marketing efforts align with industry best practices.
How does a Fractional CMO help energy companies with digital marketing?
Digital marketing is a critical component of any modern marketing strategy, and a Fractional CMO helps energy companies leverage digital channels to increase visibility, generate leads, and engage with clients. One of the first steps in building a successful digital marketing strategy is optimizing the company’s website. The CMO ensures that the website reflects the professionalism and expertise of the company, providing potential clients with valuable information about the company’s services, solutions, and areas of specialization. The website must also be easy to navigate, mobile-friendly, and optimized for search engines so that it ranks well in search results when potential clients search for energy solutions.
Search engine optimization (SEO) is a key focus of digital marketing for energy companies. A fractional CMO implements SEO strategies to improve the company’s ranking in search engines like Google. This involves researching relevant keywords that potential clients are using when searching for energy solutions and incorporating these keywords into the website’s content, meta descriptions, and headers. The CMO also works on improving the website’s technical SEO, ensuring that it is fast, secure, and structured in a way that makes it easy for search engines to index.
In addition to SEO, a fractional CMO helps energy companies leverage content marketing to attract and engage potential clients. Content marketing involves creating valuable, informative content that showcases the company’s expertise and provides potential clients with insights into areas like renewable energy, energy efficiency, or large-scale energy projects. This might include writing blog posts, producing whitepapers, or creating video content that educates clients on key energy topics. By consistently publishing high-quality content, the CMO helps the company build its reputation as a thought leader and attract new clients.
Social media marketing is another important component of digital marketing for energy companies. While platforms like LinkedIn, Facebook, and Twitter may not seem like natural fits for the energy sector, they offer valuable opportunities for networking, building brand awareness, and engaging with potential clients. A fractional CMO develops social media strategies that are tailored to the company’s audience, ensuring that the content is relevant and professional. This might involve sharing industry news, posting updates about the company’s services, or promoting educational content like webinars or blog posts.
Paid advertising, such as Google Ads or LinkedIn ads, is another digital marketing tool that can help energy companies reach their target audience. A fractional CMO helps the company create and manage paid ad campaigns that are targeted to specific demographics, geographic locations, or industries. By using paid ads strategically, the CMO ensures that the company gets maximum visibility with the right audience, helping to generate qualified leads and drive business growth.
In conclusion, a Fractional Chief Marketing Officer for energy companies provides the strategic leadership needed to develop and execute a marketing strategy that is tailored to the unique needs of the energy industry. They help energy companies navigate the challenges of differentiation, customer acquisition, and retention, while ensuring compliance with industry regulations. With a focus on digital marketing, thought leadership, and sustainability communications, the CMO helps energy companies build a strong online presence, attract new clients, and grow their business in a competitive market. Their flexible, part-time approach allows companies to access senior-level marketing expertise without the cost of a full-time executive, delivering measurable results and long-term success.