ElectricityBilling is a SaaS for utilities that helps them bill their customers. Get the video and blog post for this content at https://www.maerketing.com/electricitybilling

1. ElectricityBilling
Marketing Teardown
ElectricityBilling.com
A marketing analysis by Maerketing.com

2. 1. ElectricityBilling is a huge
company with years in business
2. They grow without needing a good
website, SEO, or even PR
Contents of this
analysis

3. About this analysis
We are in no way affiliated with the company. All information we gathered are
freely available on the web and accessible for anyone. This is solely for
educational purpose. We don’t make money as an affiliate with the analysed
company. Questions: email us at info@maerketing.com

4. What is ElectricityBilling

5. About ElectricityBilling.com
● Company behind is Utilibill, from Australia
● Offices in multiple global locations, development on the Philippines
● In business since 2009 (or longer)

6. Target customer
● Energy companies (Gas, water, electricity) who want to do cloud-based
billing. It costs from 1 USD per customer.
This YouTube video from their
managing director explains
everything the company does
and sells.
I highly recommend watching that
video: that person totally understands
the customer and develops only what
they need.

7. What makes them special?
ElectricityBilling has a great user interface, and a competitive pricing. It has not
been done in that form before.
ElectricityBilling raises the
standard. Other software is just
incredibly ugly.

8. Overview: Marketing Channels

9. What is the one that’s working?
- PR
- Unconventional PR
- SEM
- Social and Display Ads
- Offline Ads
- SEO
- Content Marketing ✅
- Viral Marketing
- Email Marketing ❌
- Engineering as Marketing ❌
- Targeting Blogs
- Business Development ✅
- Sales ✅
- Affiliate Programs ✅
- Existing Platforms
- Trade Shows ✅
- Offline Events
- Speaking Engagements
- Community Building

10. Website Conversion

11. Good website

12. It looks like they changed from the
old name Utilibill (company name
with an old page) to a new product
name. Still, it’s confusing.
Company name, product name…

13. That’s all there is. The forum and
knowledge base are close to not
existent
and a bug on the next page
A broken support system and forum

14. Social Media

15. The facebook page has still the old
name
Pictures from meetings and
celebrations. Facebook looks like
it’s more for internal use than
marketing. With 407 friends it’s
not taken seriously for marketing
anyway.
Facebook

16. Facebook
407 fans - that’s not a marketing
channel, but it’s not supposed to
be.
Pictures from meetings and
celebrations. Facebook looks like
it’s more for internal use than
marketing.

17. Other social media
Pictures from awards and
celebration on the corporate flickr
account… but no followers there.
Interesting decision to publish
these.
Twitter: not even set up properly.
But… why put social media into
the main navigation?

18. PR

19. Nothing here
● No downloadable press kit, no press room
● Just few articles about customers adopting ElectricityBilling
Can we assume that customers don’t
research online at all before
purchasing Utilibill? If so, then PR is
not important. A few articles about
them would not hurt, though.

20. SEO
I don’t believe their particular target
customer search for a solution
online. However, let’s look at it!

21. Searching for Utilibill
SEO is so underused that job
offers show up on the first page
The new brand ranks for
“electricity billing software”. How
relevant is this keyword?

22. Content Marketing

23. The YouTube Channel is underused… however, see this:
Videos
Walkthrough demo - by a 9-year-
old. Interesting take, and great
quality.
“I’m Jack and I’m 9. If I can do
this, you can, too!”

24. Blog is not SEO ready
Blog posts are not scannable?
Google does not like that.
Urls like http://www.electricitybilling.
com/blog/97
are not good, either. (Maybe switch from
Drupal to Wordpress?)

25. Bug: share links do not work.
And lacks strategy
I see the intention behind a blog
post like this - but how does it
help the customer?

26. Marketing Ideas

27. Case studies
● Document customers’ experiences in case studies on the website.
● Ask for concrete example of how much ElectricityBilling has helped them
reduce the influx of the call centers at the end of the month (or other
success metrics)

28. White papers
● Use the case studies and compile them into a downloadable document
(PDF)
● Give away the download after asking for an email address
● Contents:
○ How fast the adoption of the software was for existing customers
○ Reasons to join / not to join
○ How to go around pitfalls
○ Alternatives to a software approach (how long can a Utility not buy a software until they run
into problems)?

29. Get SEO right
● Redo the technology of the blog (fix URLs and formatting)
● Start publishing 1 article per month about problems Utilities have.
● Idea: also write for the end customer. Give them some infos and guides
(although he will have no choice if their Utility adapts the software).
● Start building backlinks: ask customers to link to them, give interviews, write
guest blog posts for new technology blogs
● Submit to all software lists, like capterra, getapp etc.

30. Do some PR
● Connect to journalists writing about energy efficiency, clean tech, etc.
● Try to give them insights into the real world of energy and what can be
done to help make the world a better place
● Add a press section with a downloadable press kit on the website
This is a quick win (20% effort,
80% impact!)

31. More Marketing Teardowns!
(why not your product?)

32. Visit Maerketing.com
for more material on
software marketing
We can have a look at
your product. Write us:
info@maerketing.com