Case Study: NRG Energy achieves 395% increase in lead conversions and 5x higher engagement with Adobe Experience Cloud (Adobe)

NRG supports sales by generating leads with personalized web experiences delivered through Adobe Experience Cloud

NRG Energy, a Fortune 500 electricity provider serving nearly three million homes and businesses, needed to scale its relationship-driven B2B sales model without proportionally expanding its sales force. The company’s challenge was to use digital channels to generate more leads, deliver relevant content to diverse commercial and industrial customers, and speed up content production to support sales and marketing more efficiently.

Working with AKQA and Adobe Experience Cloud (Experience Manager, Analytics, Audience Manager, and Target), NRG rebuilt its site with a headless CMS, tagged assets, and persona-driven personalization and testing. The results: 5x higher homepage engagement for targeted personas, a 395% increase in lead conversions from optimization and testing, and a 10x increase in leads per visit after improving UX and ad-performance visibility.

NRG Energy

Gin Kinney

Vice President, Strategic Marketing