Positioning for growth and scale builds brand and generates leads 

Fleet electrification start-up Viatec has developed the world’s first-ever fully electric, universal, power takeoff unit that eliminates the need for idling by utility trucks. Viatec was pursuing an ambitious growth strategy for its SmartPTO plug-in idling elimination unit when the global COVID-19 pandemic eliminated its prime marketing and sales channel — industry trade shows.

In collaboration with the Viatec team, we came up with a digital marketing and lead generation campaign, targeting decision-makers at major US utilities – a first for Viatec.

We used LinkedIn organic posts and ads to promote our content and engage our personas. The campaign generated 9 marketing qualified leads, representing a potential pipeline value of 2.1M, increased LinkedIn followers by 16.4 percent, increased website traffic by 14 percent, and most significantly saved 65 percent in event sponsorship costs while achieving better results. 

The campaign led to an increase in Viatec’s brand awareness and filled its sales pipeline in a targeted, cost- and time-efficient manner.

The campaign positioned Viatec as pioneers who are accelerating the world’s transition to electric fleets.


  • Discovery and persona development
  • Content development and journey mapping
  • Social media lead generation

Additional pipeline value


increase in web traffic


cost savings vs. event sponsorship

“Alder helped us turn a challenge into an opportunity. We’re now able to engage with companies that are thinking about fleet electrification and are interested in our product.

The team was quick on the uptake and worked closely with us to fully understand our product and market quickly.

They went over and above their contractual obligations and really engaged with us on all parts of our marketing strategy – and provided us with the benefits of their insights at all times through the project.

I highly recommend Alder & Co. to any cleantech start-up ready to scale.”

Anjali Deodhar

Vice President of Sales, Viatec Inc.



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