Case Study: NRG Energy achieves 10x increase in leads per visit with Adobe Target

NRG Supports Sales by Generating Leads with Personalized Web Experiences Delivered through Adobe Experience Cloud

NRG Energy, a Fortune 500 energy company serving nearly three million homes and businesses, faced a scaling challenge: its B2B sales model relied heavily on face‑to‑face relationships and needed a digital transformation to generate leads and support sales without hiring more staff. To solve this, NRG adopted Adobe Experience Cloud technologies—explicitly using Adobe Target alongside Adobe Experience Manager, Adobe Analytics, and Adobe Audience Manager—to personalize web experiences and streamline content delivery.

Using Adobe Target to deliver and optimize persona-driven content (with assets managed in Adobe Experience Manager and audience data from Adobe Analytics and Audience Manager), NRG personalized homepages, tested messaging and CTAs, and improved ad-to-site attribution. The Adobe Target–enabled solution produced measurable gains: 5x higher engagement from personalized content, a 3% lift in lead conversions from testing and optimization, and a 10x increase in leads per visit, plus doubled click‑through rates for one retail brand.

NRG Energy

Gin Kinney

Vice President, Strategic Marketing