02.07.2025
Yesterday, as part of the educational course “Communications and Interaction in Energy” by Energy Club, an insightful lecture took place by leading expert Maksym Bielawski, dedicated to modern marketing strategies for the energy sector.
Maksym Bielawski, Vice President of Energy Club and Candidate of Technical Sciences, has over 14 years of experience in communications at key companies and institutions, including Ukrtransgaz, Naftogaz, and the Ministry of Energy.
Course participants learned how companies can effectively communicate with businesses and end consumers in a rapidly changing market environment. During a fascinating journey through the history of energy marketing, Maksym Bielawski explained how approaches evolved from times when coal companies made deals based on personal connections to the era of mass television advertising for gasoline by giants like Shell and BP.
Maksym Bielawski demonstrated in detail how the internet, and later social media, fundamentally changed the rules of the game, forcing energy companies to become more open, flexible, and technological.
The expert paid special attention to strategies for the corporate sector (B2B). Participants learned about Account-Based Marketing (ABM) methodology, which involves focusing marketing efforts not on the broad market, but on specific key clients, such as large industrial enterprises or government structures. Course attendees discussed practical steps for implementing this strategy — from defining the ideal client to creating personalized content and measuring campaign effectiveness.
Equally interesting was the section dedicated to working with end consumers (B2C). The lecturer presented participants with an arsenal of five key marketing methodologies, including analysis of RACE, STP, and AIDA models. Through practical examples, he showed how energy companies can segment their audience, identifying for instance “eco-conscious” or “budget-minded” consumers, and create unique offers and communication messages for each group.
Overall, the lecture emphasized a key idea: in today’s world, success in energy is impossible without deep understanding of the target audience and application of integrated, data-driven communication strategies.
The event left participants with a clear understanding of which tools and approaches are most effective today for building strong relationships with both industrial giants and individual households.
