An interview with Nicolle Buchbinder, Lifecycle Marketing Manager at Aurora Solar

How did you end up at Aurora Solar, and what problem does Aurora Solar solve for its clients?

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I was recruited through LinkedIn by Aurora Solar's head of marketing when I wasn't actively seeking new opportunities, but the eco-friendly aspect of the job was compelling. Aurora Solar streamlines the solar project lifecycle—design, sales, and delivery—offering clients an uncomplicated, personalized experience from start to finish.

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As the Lifecycle Marketing Manager, what are your main responsibilities at Aurora Solar?

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My role involves nurturing leads from the moment they enter our system to long after they become customers. I use various tools like email, in-app messages, and chatbots to educate prospects on how Aurora can address their needs, ensuring smooth transitions to sales and enhancing product utilization for customer growth. My focus is on improving all touchpoints for a cohesive customer journey.

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What efficient marketing technique have you implemented that you believe is underutilized by most management teams, and why do you think that is

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Email marketing is surprisingly undervalued in B2B sectors, possibly due to its everyday nature. However, when executed with strategic planning and creative design, it has significantly boosted our demand generation efforts.

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Has your Marketing team experimented with cold outbound strategies like cold emailing? What was the outcome?

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We tend to avoid traditional cold outbound strategies. Instead, we engage with prospects who've shown interest, guided by our scoring system. This warm approach has proven more effective in our industry.

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