How Hitachi Energy turned its technical expertise into a branded and strategic consulting offering

TL/DR

Hitachi Energy is a major energy infrastructure company that traditionally focused its service business on the maintenance of individual transformer assets. The company struggled to monetize its deep consultative expertise and needed to transition from an asset-level service provider to a fleet-wide, consultative, strategic partner. The RH Blake team developed, productized and named the new offering Hitachi Energy Advisory Services, and then developed a full suite of marketing materials and sales-enablement assets to launch the offering. This strategic shift enabled the company to launch a new branded offering and successfully build market awareness for its high-level transformer fleet advisory services.

Company

Hitachi Energy is a global technology leader in electrification, powering a sustainable energy future with innovative power grid technologies with digital at the core. The company provides advanced transformer solutions that deliver reliability, efficiency, and sustainability for global power grids. The company’s portfolio includes liquid-filled and dry-type transformers, supported by complete lifecycle services to ensure optimized performance and reduced environmental impact.

Situation

Hitachi Energy had an excellent reputation in the market for providing maintenance services for individual transformers on an asset-by-asset basis. But the company faced a significant hurdle in this way that the market perceived and consumed its expertise. While Hitachi Energy provided valuable consultative advice, they often gave these insights away for free rather than treating them as a distinct, billable product.

The organization also wanted to shift its brand identity from a provider of individual asset maintenance to a high-level consultative partner. They needed a way to communicate to utilities that they could manage and optimize the maintenance of an entire transformer fleet across multiple sites, rather than just fixing individual units.

Solution

The RH Blake team leveraged the proven RH Blake Growth Roadmap™ to analyze key aspects of Hitachi Energy’s industrial business and market. This process involved clarifying the scope of work and articulating the clear benefits customers could expect to achieve.

We interviewed Hitachi Energy subject matter experts to formally define, name and productize the new offering, naming it: Hitachi Energy Advisory Services.

The project team developed a comprehensive suite of customer-facing materials, including brochures, flyers, web pages, blog posts, videos, whitepapers and sales presentations designed to demonstrate this new capability. Additionally, the team created sales enablement tools, such as battle cards, to educate internal sales staff on how to initiate and redirect conversations with potential clients.

The team also produced internal guidance on how to target the right customers and address the unique pain points of different stakeholders.

Results

The initiative successfully launched the Hitachi Energy Advisory Services to the market, establishing a named, formal product. This launch created immediate awareness around Hitachi Energy’s new capability as a consultative organization rather than just a hardware maintenance provider.

By productizing their expertise, the company moved from providing informal advice to offering a structured, professional service focused on fleet-wide optimization.