Building an Industry Leading SaaS Brand
P2 Energy SolutionsMarketsUpstream, Midstream, Power, Utilities ProductsGeo-business Information, ERP for Energy, Land Management, SaaS |
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Situation
Petroleum Place was rapidly expanding through acquisitions, bringing together a suite of upstream oil and gas software, GIS and data services. With operations spread across former companies like Tobin, Excalibur, Oracle Enterprise Upstream, Oil & Gas Clearinghouse, PFI, Wellcore and Qbyte, the organization needed to establish a unified identity, market structure with segmentation and streamline its go-to-market operations. This required a comprehensive brand architecture, integrated communications strategy and structured marketing operations.
Today, P2 Energy Solutions is a part of IFS Energy
Catalyst for Change
In the early days of rapid expansion, Petroleum Place had acquired several companies—including bitter rivals Excalibur and Tobin—that offered overlapping products and conflicting cultures. This created significant internal and external challenges with product lines continuing to compete for clients and resources. Externally, the market was confused by redundant offerings and unclear messaging. Internally, there were tensions between former competitors' staff, hindering collaboration and progress. The company needed to make sense of its portfolio and align its teams around a shared purpose for structured markets.
Action
Nrg-Mktg collaborated across legacy companies to bring structure and harmony to a fragmented environment:
- Investigated customer confusion by working closely with clients, sales, product and client success teams to understand field-level challenges.
- Delivered a new product architecture that grouped offerings by customer type—supermajors, major-independents and smaller independents—making it easier for clients to navigate
- Developed the P2 Energy Solutions brand platform, messaging platform, Website and promotional materials
- Worked with leadership to build an empathetic internal narrative that honored the legacy of acquired companies while articulating the shared future vision of P2 Energy Solutions
- Collaborated with cross-functional teams to consolidate 700+ web pages, unify design systems and implement a clean user experience
- Led development of product marketing materials that respected legacy brand equity while aligning to the new structure
- Acted as a bridge between former competitors, building joint initiatives—such as integrated events and shared newsletters—that brought teams together under the P2 Energy Solutions banner
Value Delivered
These efforts repositioned P2 Energy Solutions as a unified, modern energy technology brand
Key outcomes included:
- Consolidated disparate marketing assets and legacy brand equity into a coherent brand system that clarified P2 Energy Solutions’ value to customers and investors
- Boosted lead generation through SEO, content strategy and improved website performance
- Reorganized the flagship user conferences, resulting in record attendance and stronger cross-sell opportunities across product lines and strong teamwork across product lines (former legacy companies)
- Internal stakeholders, including sales, development and executive leadership gained more strategic alignment through centralized marketing planning
- Ultimately, P2 Energy Solutions’ brand and operations were made acquisition-ready and scalable, setting the stage for future growth and recognition in the energy software space
How Nrg-Mktg Made the Difference
Building structure from complexity and aligning markets and product lines with strategic messaging, Nrg-Mktg helped P2 Energy Solutions transition from a fragmented portfolio to a coherent, high-growth energy SaaS brand. This case highlights how marketing leadership can unify acquisitions, create leverage across product lines, and make an expanding company easier to understand, easier to scale and to sell. Within four years, P2 Energy Solutions was acquired by Vista Equity Partners and is now a part of IFS.