Key Takeaways From HexaGroup’s 2026 Energy Marketing Report

The B2B landscape is filled with annual reports, but few dive into the dynamics of the energy value chain, and even fewer focus on how growth-minded firms can navigate it. We launched our Energy Marketing Industry Report to do both. For the 2026 edition, we spoke with more than a dozen industry leaders, conducted our own research, and combined both to deliver key insights that can help propel a company’s growth in this ever-changing sector. 

Our report identified six key barriers for energy companies and the industrial service firms that support them. How a company addresses these obstacles can make or break its growth. In this article, we’re examining the most critical barriers mentioned in the report and what leaders are doing to overcome them.​​​​​​​​​​​​​​​​

Read the full report 

Siloed departments 

Silos create a clouded view of the customer journey for marketing and sales departments. Without integration, both departments lack the context they need to align on customer strategy.

Solution: Tech stacks

Integrating tech stacks breaks down silos, allowing marketing, service, and sales to share a holistic view of the customer. By integrating connected tech stacks across departments, tracking becomes more precise. Each department will be able to see what is and isn’t working for them, enabling better alignment.

AI integration

AI is reshaping how B2B companies operate, but implementation often misses the mark. When deployed without a clear purpose, it can cause confusion and damage trust. When used correctly, however, AI can improve workflows and synthesize information quickly and effectively. Finding the right balance is all about how you delegate responsibilities.

Solution: AI for routine work

The key is using AI to complete routine tasks, freeing up time to do work that requires authentic relationships and expertise. As Eric Seiberling from MXD Process notes, “AI is the smartest, dumbest intern you will have.” It excels at content versioning and other repetitive tasks, but it struggles with the nuance required in complex B2B work. Use it wisely, with good data and prompts, so you can focus on critical work that needs the human touch.

Market education

In emerging sectors like solar or hydrogen, there’s a lack of trust. As William Brent of Husk Power notes, “It’s not a standardized market.” The friction shows up in extended sales cycles driven by buyer skepticism.

Solution: Rich content ecosystems and thought leadership

Thought leadership increases credibility in the field and is key to expanding your reach. Building a repeatable process to capture expertise from your technical team and turn it into white papers and case studies positions your brand as a trusted authority in the space.

The Proof

The Growth Engine framework we discuss in our report delivers measurable results. Here’s the proof:

Data points from our report:

1. Businesses with integrated data solutions report 25% greater revenue growth than those with siloed systems.

2. Companies with aligned sales and marketing experience 67% higher conversion rates.

3. Data-driven commercial teams that blend personalized customer experiences with AI are 1.7 times more likely to increase market share.

Client results:

1. $2M+ in annual inbound revenue (Code Red Safety)

2. 1,700+ prospects over 9 months (John Crane)

3. 35% increase in qualified inquiries (New World Fuel)

Conclusion 

HexaGroup’s 2026 energy industry marketing report is based on 14 executives and industry leaders, combined with our proven Growth Engine framework. Implementing the Growth Engine can help break down silos, enable AI to integrate effectively, position you as a thought leader in the industry, secure high-stakes clients, and deliver quantifiable metrics to demonstrate your value. 

Read the full energy marketing annual report.