How A Leading Electrolyser OEM Aligned its Sales Efforts with High-Value Hydrogen Markets
Instead of chasing every RFP, the team focused only on high-probability projects. H2LN’s filters and verified data made it easy to prioritize deals.
Earlier this year, we spoke with the sales and strategy team of a mid-sized PEM electrolyser OEM based in Europe. Their challenge was clear : too much time spent chasing uncertain opportunities and manually collecting fragmented project information. Their CRM was full of “maybe someday” prospects, while real deals slipped past them.
They knew the market was heating up, but finding the right projects, at the right stage, with the right stakeholders? That’s where the bottleneck was.
They didn’t need more data. They needed sharper focus.
The Challenge: Too Many Leads, Too Little Clarity – Sales Wasn’t Aligned with Strategy
This mid-sized PEM electrolyser OEM had a clear strategy: prioritize large-scale industrial projects like ammonia, methanol, and refining—sectors with mature offtake potential and government support. But translating that strategy into day-to-day sales execution was a mess. The team spent hours manually scanning press releases, reading between lines of feasibility reports, and building spreadsheets from scattered PDF sources. Their CRM kept filling up, but with the wrong kind of noise. As a result, valuable deals were slipping past – not because they didn’t exist, but because the team couldn’t find and act on them fast enough.
Here’s what was going wrong:
• Bloated CRM: full of vague, unqualified prospects that didn’t align with priority sectors.
• Fragmented research: teams were manually gathering project intel from scattered press releases and reports.
• No quick way to qualify: filtering for project size, stage, offtake use, or funding status was slow and imprecise.
Bloated CRM
Problem: Too many vague, unqualified leads – Overload of information
Impact: Sales teams chased prospects that didn’t match priorities
Fragmented Research
Problem: Intel scattered across press releases and reports
Impact: Manual digging slowed down discovery of real opportunities
No Fast Way to Qualify
Problem: Couldn’t filter by product size, stage, offtake or other factors
Impact: High-potential deals were missed due to lack of precision
The Shift: From Guesswork to Precision Sales Targeting
The OEM didn’t need more spreadsheets or static databases.
They needed a live, flexible platform that could turn strategy into action. With H2 Lead Navigator, they equipped their expert team with powerful filters, verified insights, and qualified prospect lists. This new GTM workflow meant they no longer had to dig through clutter or rely on lagging intel – they were now acting on the right opportunities, at the right time.
Here’s what changed:
• Strategic Targeting, On Day 1: They aligned their market activity to strategic end-use segments like Ammonia, Methanol & Refining
• Real World Qualification, Not Hype: They filtered by FEED stage, funding status, and offtake info — surfacing only high-probability deals
• From Vendor to Partner: They mapped stakeholders and decision-makers early to enable partner-level conversations
Instant Strategic Targeting
Used “Offtake Application” filters to instantly narrow 1000+ projects to a focused list within Ammonia, Methanol, and Refining
Real Qualification, Not Hype
Applied FEED-stage & “Substantial Funding” filters to eliminate hypes & zero in on viable, serious opportunities
From Vendor to
Partner
Analyzed asset ownership data to identify top developers, enabling early strategic conversations beyond transactional selling.
Your sales shouldn’t be a guessing game!
Book A Demo CallThe Outcome: A Focused and Strategic Pipeline of Projects
Our solution delivered tangible results, aiding the OEM in transforming how they operate. By implementing H2 Lead Navigator, the OEM unlocked significant improvements across their sales and business development processes.
Here’s what improved:
• Proactive Partnerships: Multi-GW pipeline that is now aligned to strategic sectors of the OEM with better close rates
• Targeted Pipeline Growth: Early partnerships formed with serious developers before procurement cycles begin
• Streamlined Workflow: Manual work replaced by a repeatable workflow — weeks saved, confidence gained
Proactive Partnerships
Multi-GW pipeline that is now aligned to strategic sectors with better close rates
Targeted Pipeline Growth
Early partnerships formed with serious developers before procurement cycles begin
Streamlined Workflow
Manual work replaced by a repeatable workflow — weeks saved, confidence gained
Select fields. Get high-probability hydrogen leads. Instantly.
Pick Your Prospect Filters
Choose your desired regions, buyer type, capacity, project size and more to filter relevant prospects.
Get Detailed Project Insights
See funding status, realization probability of project, project stage, offtake info, stakeholders, and more.
Instantly Start Your Pitching
Your qualified, probability-filtered hydrogen leads are ready for sales pitching.
Your sales shouldn’t be a guessing game!
Book A Demo CallFrequently Asked Questions
The H2 Lead Navigator helps you focus your sales efforts on projects with the highest probability of realization. You can use the tool to filter for prospects that have progressed to the critical FEED and FID stages , which is the golden window when key procurement decisions are made. By combining this with filters for projects that have secured “Substantial funding” , your team can effectively identify and qualify sales-ready leads that have the necessary capital to purchase equipment.
Yes. The H2 Lead Navigator tracks key project participants, including the “Electrolyser Supplier”. For many projects in the pipeline, this field is listed as “Not Available/Not Decided,” allowing your sales team to instantly filter for and identify opportunities where a supplier has not yet been selected.
The tool provides detailed data on which electrolyser suppliers have been selected for specific projects. For example, our data shows that projects like Ren-Gas P2X Tampere have selected Sunfire, the Lingen Hydrogen Project chose Accelera by Cummins, and the REFHYNE Project Phase 2 is using technology from ITM Power. By analyzing this real-world procurement data, you can get a clear view of the competitive landscape and identify which OEMs are succeeding in different regions and market segments.
The 3-Pillar Framework assesses each project based on:
- Funding Status: Has the project secured grants or financing?
- Project Status: Is it at FEED or Final Investment Decision (FID) stage?
- Offtake Status: Does it have binding customer offtake agreements?
The H2 Lead Navigator allows for precise targeting based on your product offering. You can use the “Project size- Segment” filter to focus on the scale that best fits your products, from sub-MW to 200+ MW categories. Furthermore, you can filter by “Technology details” to target projects using the specific electrolyser technologies (e.g., PEM, SOEC, Alkaline) that your components are designed for.
The tool provides the sales intelligence needed to align your strategy with market dynamics. You can filter projects by “Project Offtake Applications” to see which end-uses—such as Ammonia, Methanol, or Refining—are driving demand. The platform also tracks the Technology details chosen for projects, allowing you to monitor the adoption of different electrolyser types (e.g., PEM) and make data-backed strategic decisions.
The H2 Lead Navigator tracks the key “Asset Owners” and developers for each project. A key strategy for success is to move beyond tracking individual projects and begin tracking the developers who have a proven track record of getting projects financed and built. Our data allows you to analyze this information and identify the most experienced and successful players to build relationships with.
The tool is designed to help you proactively find these opportunities. By combining filters, you can create a highly targeted list of potential partners. You can identify projects that have secured funding and have credible Asset Owners , but have not yet selected an “Electrolyser Supplier”. This allows you to engage with developers of high-potential projects months before a public tender is anticipated, positioning your firm as an indispensable strategic partner rather than just another bidder.
Our insights come from proprietary research by VNZ Insights — built on tools like the Electrolyser Delivery Database, expert interviews, and in-house analysis — transforming raw data into strategic intelligence.
The platform is designed to solve the common challenge where a sales pipeline is full of announcements but empty of convertible leads. By enabling your team to focus on lead quality, not quantity, it fundamentally improves the health of your sales funnel. As shown in our case studies, OEMs using the tool can rapidly build a multi-gigawatt pipeline composed entirely of projects that fit their strategy, eliminating wasted effort and creating a more predictable and profitable business forecast.
You can request a personalized walkthrough by clicking the “Request a Demo” link or booking a slot directly via our calendar link.
