The Challenge
Doing well was not good enough for what Tok had in mind.
The residential business ran almost entirely on one organic channel and Google PPC. Rising costs, increasing competition, and the concentration risk of a single lead source made it vulnerable to the latest algorithm change. Residential quote volume had more than doubled — creating an operational challenge on a largely manual quoting process.
Commercial solar was generating some revenue — but opportunistically. Leads arrived by chance rather than by design. There was no defined sector strategy, no account-based targeting, no sales collateral built for commercial buyers, and no clear view of which sectors were worth pursuing. Commercial leads that did arrive frequently carried no source attribution, making it impossible to know what was working.
The in-house marketing team had built real capability — a well-regarded YouTube channel, an active content programme, and strong brand fundamentals. But the business was at an inflection point: scaling toward a dual-stream B2B model required a different kind of commercial architecture. Formalising sector strategy, scaling HubSpot's capabilities for both pipelines, and building repeatable systems for commercial lead generation were the clear priorities.
A five-year ambition to scale the business — with a commercial B2B stream at its core — required a fundamentally different approach to lead generation, sector targeting, CRM infrastructure, and marketing capability.
