SMP 295: Building a Brand in Clean Energy: Marketing, LinkedIn & Thought Leadership

Episode Summary On this episode of the Solar Maverick Podcast, Benoy Thanjan speaks with Jacob Yang, a clean energy marketing and communications professional who has worked across the solar, energy storage and climate tech industries. Benoy and Jacob discuss how marketing in renewable energy has evolved, some of the biggest mistakes clean energy companies make when communicating with customers, and why thought leadership and personal branding are becoming increasingly important. They also explore the growing importance of LinkedIn as a business development platform, how executives can build authentic brands without constantly selling, and why sharing knowledge consistently can create opportunities long before someone becomes a customer. Jacob also shares his perspective on careers in clean energy, the skills that will become increasingly valuable, and how the industry may evolve over the next decade.   Biographies Benoy Thanjan Benoy Thanjan is the Founder and CEO of Reneu Energy, a solar development and consulting firm, and the host of the Solar Maverick Podcast. He also serves as a strategic advisor to multiple cleantech startups. Over his career, Benoy has developed more than 100 MW of solar projects across the United States, advised on more than 1 GW of energy projects worldwide, helped launch some of the first residential solar tax equity funds at Tesla, and brokered approximately $50 million in renewable energy credit transactions. Before founding Reneu Energy, Benoy worked in Tesla’s Project Finance Group as an environmental commodities trader, where he managed one of the company’s largest environmental commodities portfolios. He originated renewable energy credit transactions and worked with senior leadership to develop monetization and hedging strategies supporting the company’s expansion into East Coast markets. Benoy also served as Vice President at Vanguard Energy Partners, a solar and energy storage construction company, where he developed project finance solutions for commercial-scale solar portfolios. At Ridgewood Renewable Power, a private equity fund with approximately 125 MW of U.S. renewable energy assets, he evaluated investment opportunities, supported portfolio strategy, and played a key role in the sale of the firm’s renewable energy portfolio. Earlier in his career, Benoy worked in Energy Structured Finance at Deloitte & Touche and in Financial Advisory Services at Ernst & Young. He also completed an internship on the trading floor at D. E. Shaw & Co., a global investment and technology development firm. Benoy holds an MBA in Finance from Rutgers University and a Bachelor of Science in Finance and Economics from the NYU Stern School of Business, where he was an Alumni Scholar.   Guest Information Jacob Yang is the founder and CEO of Amp Your Story and a clean energy marketing professional with more than 10 years of marketing experience and approximately seven years of experience working in clean energy. Earlier in his career, Jacob worked at a marketing agency where his clients included utility-scale EPC companies in the Midwest and several cleantech startups. Today, he works with cleantech companies around the world as a fractional CMO. Jacob also created a free online clean energy marketing community designed to encourage collaboration, professional growth, knowledge sharing, and new voices within the industry. The community helps marketers navigate challenges ranging from clean energy policy and industry volatility to AI, emerging marketing technologies, career development, and demonstrating marketing ROI. Through his thought leadership, Jacob focuses heavily on personal branding, LinkedIn, demand generation, paid advertising, AI, and helping clean energy professionals become more effective marketers. He is also developing a clean energy LinkedIn course designed to share these strategies with a broader audience.   Stay Connected: Benoy Thanjan Email: [email protected]  LinkedIn: Benoy Thanjan Website: https://www.reneuenergy.com Website: https://www.solarmaverickpodcast.com/   Jacob Yang LinkedIn: https://www.linkedin.com/in/jacobjuancarlosyang/   Website: https://cleanenergymarketer.com   Jacob Yang interview about Linkedin strategies https://www.youtube.com/watch?v=4dnDOdlpLZU Sponsor This episode of the Solar Maverick Podcast is brought to you by Reneu Energy. Reneu Energy works with companies and organizations on renewable energy strategy, project development, owner’s representation, project finance, renewable energy credits, and market advisory services. To learn more, visit: https://www.reneuenergy.com Listen and Subscribe Subscribe to the Solar Maverick Podcast on Apple Podcasts, Spotify, YouTube, or your favorite podcast platform. If you enjoyed this episode, please leave a rating and review. It helps more people discover conversations with the leaders shaping the future of solar, storage, and the energy transition.