Soluna

Helping a Startup Build an Pipeline of Inbound Sales Leads

Approach

Tigercomm identified a LinkedIn-based thought leadership niche for CEO John Belizaire that featured his core analysis challenging conventional wisdom that growing data centers meant more fossil fuel dependence. At our recommendation, Soluna converted its customer analyses into an external-facing “curtailment calculator,” so developers could determine potential savings by selling excess power to Soluna. And, we imbued the company brand with an informal, accessible tone; the company was acquired with an innovative announcement video.

Challenge

Soluna Computing builds data centers to perform “batchable” computing jobs that can be executed intermittently, enabling them to run off the excess energy from neighboring solar and wind farms. The company wanted to build inbound leads from both computing customers, such as bitcoin miners, and renewable energy developers. With distinct market segments, a highly technical value proposition, and a significantly different product, Soluna faced a challenging market education task.

Results

• We leveraged this combined content stream to generate interest in customer-facing publications, supplementing John’s prolific LinkedIn activity that attracted 6,000 followers on LinkedIn.
• That attention was, in turn, used to attract high-profile attention for John, including conference appearances, online television coverage, a Congressional testimony, and coverage in The Wall Street Journal.
• Soluna’s pipeline grew to 50 percent inbound within a year.