Innovative Software Marketing for Solar Engineering | Peter Pongracz from Virto Solar

Peter Pongracz: Hi, Ernesto. Thanks for having me here. Fantastic.

Ernesto: It’s great to have you. We were talking a little bit about Virto Solar beforehand, and I’m sure our listeners are tuning in wondering what it’s all about. So, let’s kick it off with that. Peter, in your own words, tell us a little bit more.

Peter: Yeah, so basically, very simply put, Virto Solar is a software company. We specialize in software tools for solar engineers and solar engineering companies. We are one of the fastest-growing software companies in the solar space, I would even say globally. We’ve been doubling our revenues every single year for the last two years, and this year we are still on track to do the same. So, it’s quite exciting times.

Ernesto: That’s always good news, right? When you’re doubling every year, that’s some good news. So, for our listeners to get a better understanding of Virto Solar, Peter, what would you say is the key problem that you solve for clients?

Peter: It’s actually quite simple. We specialize in a niche within a niche, focusing on large-scale rooftop applications and large-scale ground-mounted systems. We really target utility-scale solar companies that are installing projects comparable in output to something like a nuclear power plant. That’s our bread and butter.

Ernesto: Wow, that’s interesting. Okay, great to hear that. So, since you mentioned it’s a very specific niche, what would be the ideal ICP for you guys?

Peter: Our ideal customer would be an engineering firm or an EPC (engineering, procurement, and construction) company. These are the firms doing the preliminary and final design before construction for large-scale solar projects. Most of them use legacy tools like AutoCAD, which is a gold standard globally. Our most advanced tool is called VirtoCAD. It’s an extension of AutoCAD, but specialized for solar. Engineers used to manually place panels one by one, trying to find the most optimal orientation for energy production. We automate that process with presets and optimization for solar projects, making it much more efficient.

Ernesto: Okay, great to hear that. So, say I’m in the EPC business, how would I usually find out about Virto Solar? Is there a top client acquisition channel for you guys?

Peter: We use a hybrid model. Trade shows are big for us. We attend quite a lot in Europe, and this year we’re expanding to the US and Latin America. I’m looking forward to attending RE+ in September. Aside from that, we have an online strategy with SEO, SEA, and different types of banner ads. But of course, we’re still optimizing that and trying to push through with actual clients.

Ernesto: Perfect. So, for our listeners who are tuned in, they can check you out at Virto Solar. What role does the website play in client acquisition?

Peter: The website is central—it’s like our online business card. For a complex product like ours, it’s difficult to reduce everything down to a minimal amount of text. That’s something we’re continuously working on. But what’s even more important than the website is what’s behind it, like having a CRM or ERP system. That’s the engine behind it all.

Ernesto: Okay, great. So, on that note, Peter, are there any tools or methods you’d recommend for website lead generation?

Peter: You want to track where your traffic is coming from and keep an eye on the perfect buyer personas and countries. There’s no silver bullet, but for us, the product is good enough to drive growth. Of course, you need to support it with marketing activities, but the most important thing is product-market fit.

Ernesto: Perfect, awesome. Well, let’s switch gears a little bit, Peter, and talk about you as a leader. You’re the head of sales and marketing at Virto Solar. What are some key tasks you focus on in your day-to-day work?

Peter: Every day is different. We’re a startup in scale-up mode with over 40 employees now, so some days are chaotic, some are calm. In the mornings, I try to focus on creative problem-solving and strategy. I call it “active thinking”—coming up with new solutions. The first two hours of my day are the most important. I also love speaking to customers directly to keep a close connection between our product and how customers perceive it. I try to spend 30-40% of my time actively selling and communicating with clients.

Ernesto: Definitely. Thanks for sharing. It sounds like you have a full plate. How do you stay up to date with trends and strategies in the marketing world? Is there a preferred channel you go to, Peter?

Peter: Yes, this is one of my favorite topics—productivity, marketing, sales, and business strategies. For productivity, I love The Tim Ferriss Show podcast. For solar-specific content, I like The Solar Mavericks Podcast, which is US-based. And for sustainability, TED Talks is great.

Ernesto: Good, perfect.

Peter: Awesome.

Ernesto: Thanks for those insights for our listeners. Let’s jump into our rapid-fire question round. Are you ready?

Peter: Yeah, let’s go.

Ernesto: Alright. First off, Peter, what is the last book you read?

Peter: The last book I read was The 80/20 Principle by Richard Koch. It offers valuable insights into decision-making and business. Another impactful book for me has been The 4-Hour Workweek by Tim Ferriss.

Ernesto: Interesting reads. I’ve heard about The 4-Hour Workweek before. Next up, if there were no boundaries in technology, what’s one thing you’d want to fix for your role as a marketer?

Peter: Outreach is always a big challenge. Outbound marketing can be difficult, and you want personalized messaging, but the bigger challenge is creating awareness at the bottom of the funnel. Many companies overlook the importance of brand building and awareness. It’s not just about converting clients but also solving a challenge for them first.

Ernesto: Interesting take, Peter. Next, if there’s one repetitive task you could automate, what would that be?

Peter: There are many! Outreach would be one, and meetings can be time-consuming. There are some interesting AI tools that can join meetings, take notes, summarize conversations, and even draft follow-ups.

Ernesto: Great. Thanks for sharing that. Well, Peter, we’re coming to the end of the show, but before we finish, I want to give you the last word. If someone forgets everything about this interview, what’s the one thing they should remember about Virto Solar?

Peter: Virto Solar helps solar engineers reduce engineering design time by up to 80%. We provide the tools so they can focus on their work and enjoy more free time.

Ernesto: That’s really great. Virto Solar is redefining software for solar engineers—speed up your engineering process. Check them out at Virto Solar. Peter, thank you so much for being on with us today. To our listeners, thank you for tuning in, and I’m looking forward to our next episode of Pathmonk Presents. Thanks a lot, Peter.

Peter: My pleasure. Cheers.