SolarPro & Hybrid: from growth based on gut feeling to structured, data-driven marketing
Full-service
Hybrid combines structure with human touch. They don’t just run campaigns — they help us build our marketing professionally from the ground up.
Joris Van Mechgelen, Managing Director at SolarPro
Challenge
The fast-changing renewable energy market — and the slowdown in the residential solar panel sector — forced SolarPro to rethink its marketing approach. What had worked for years based on reputation and word-of-mouth was no longer enough to sustain growth. They needed structure, data insights, and a professional strategy to tap into the B2B market as well.
Background
SolarPro was founded nineteen years ago by Joris Van Mechgelen and has since grown into a leading group in the renewable energy sector. The group includes three complementary companies: SolarPro (solar panels, batteries, heat pumps), ChargePro (charging infrastructure for electric vehicles), and VM Boringen (geothermal drilling).
They offer integrated energy solutions for both residential and professional clients — from production to storage and smart energy management. That wide expertise made the company successful for many years, but also created complexity in communication and marketing.
“We’re strong in technology and execution,” says Joris. “But marketing is a different profession. The market evolves quickly, prices drop, competition rises. That’s when you need a partner who can guide you professionally.”
The Challenge
After years of growth based on reputation and referrals, SolarPro started to hit the limits of that approach. The gap between marketing and sales became more visible. Accounts, dashboards, and lead follow-up were spread across different tools without any central overview.
Together with Philippe Goeminne, Sales & Marketing Manager at SolarPro, they identified the need for a structured approach that would unify data, processes, and strategy.
“There was no structure,” Philippe says. “No one even knew who had the logins for certain accounts. There was no reporting, no lead follow-up. We literally had to start from scratch.”
At the same time, the company wanted to strengthen its position in the B2B market: projects with more technical complexity, longer timelines, and higher investments. That required a different marketing strategy — less volume, more return.
Why Hybrid Agency?
The choice for Hybrid followed earlier exploratory conversations.
“We had spoken with Hybrid before,” Joris explains. “Back then it was too early. But now the timing was right. We needed a partner who went beyond running campaigns — someone who could bring structure, clean up our data, and help us grow with real insights.”
Hybrid began with a thorough audit of all existing marketing activities. Accounts, campaigns, and data flows were analyzed and consolidated into a single clear overview. Based on that, a concrete growth plan was developed, balancing quick wins with long-term improvements.
“The approach was logical and well-founded,” Philippe adds. “First bring order, then optimize. That gave us confidence.”
The collaboration
Since early 2024, SolarPro has worked with Hybrid via the Team-as-a-Service model. Emma, the dedicated marketer, is the weekly point of contact and regularly visits on-site.
“That personal contact makes all the difference,” says Joris. “She’s close to our reality and understands the challenges our team faces.”
Hybrid worked closely with Philippe, who took on the internal role of organizer and process guardian. He brought structure to dashboards, lead flows, reporting, and internal processes, while Hybrid developed the marketing strategy, tracking, and campaigns professionally.
This dual approach — internal reorganization combined with external expertise — enabled SolarPro to make significant progress quickly.
During the first year, the focus was on three pillars:
- Creating structure in marketing and data: Centralizing accounts, improving tracking, and building reliable reporting.
- Improving lead generation: Rethinking campaigns around quality and return on investment.
- Preparing B2B positioning: Building a stronger brand narrative for larger, technical projects.
“We’ve evolved from ad-hoc marketing to a well-thought-out system,” Philippe says. “Today we know where our leads come from, what they deliver, and how to adjust.”
Results and impact
Improved alignment between Hybrid and the internal sales organization under Philippe ensures that marketing data and sales processes reinforce each other.
Leads are followed up more quickly and consistently, the quality of inquiries has improved, and decisions are now made based on clear insights and measurable results.
- A stable marketing structure: organized accounts, dashboards, and data
- Higher lead quality: improved conversion rates and more relevant inquiries
- Full transparency on performance and ROI
- Stronger internal involvement: marketing and sales are closely aligned.
“We clearly see the progress,” says Joris. “From loose actions to a real strategy. The foundation is there — and it’s paying off.”
The future
The next phase focuses on strengthening the B2B market: industrial batteries, charging infrastructure, and complete energy management projects.
Hybrid will continue as a strategic partner — with more emphasis on branding and content around expertise, return, and innovation.
“The market is rapidly professionalizing,” Philippe says. “We want to show that we’re not just installers, but true energy partners who think along about the future. Hybrid helps us sharpen that story.”
Conclusion
The collaboration between SolarPro and Hybrid shows how a technically strong company can grow through structured, data-driven marketing.
Thanks to the close cooperation between Hybrid and Philippe Goeminne, SolarPro now has a solid foundation, clear insights, and an integrated system where marketing and sales strengthen one another.
“If you ask me whether I’m satisfied with Hybrid and want to continue working with them? Absolutely yes,” Joris Van Mechgelen concludes.