EKU Field Terms · September 2026

A practical reference for the commercial team: the words buyers actually type when they have the problem we solve, organized by sector, with tips for using them in conversations. It also carries the working conclusions from the Aug 25 session and the three questions we still need from you. Source: measured US search data (desktop), Jul to Aug 2026. Volumes are modeled monthly searches: directional, never forecasts.

How to use this. This is a reference, not homework. Keep it near your phone. The words in the tables are the ones customers use when they describe their problem; using the same words in calls, follow-up emails and your profile makes EKU the company that speaks their language. The website work happening in parallel will use the same words, so the field and the site say the same thing. The only thing we need back from you is on the last page.

What we took from the Aug 25 session

Working conclusions, not decisions. Leadership sign-off is in progress; until then, treat these as the suggested direction and the reasoning behind it.

What we saw	Suggested approach and why	What would change
Buyers type the problem, not a brand	When a buyer has a problem, they search the problem ("remote generator monitoring"), not a company name. In our measured AI panel, EKU is described correctly in 503 of 744 answers when the name is given, and appears in 0 of 5,176 answers when only the problem is described. Suggestion: use the buyer's own words early in every conversation. Why: it closes the gap before the website does.	Conversations open with the problem in the customer's words; the site follows with the same vocabulary.
"OEM agnostic" does not travel well with customers	Nobody searches it, and it describes us rather than the buyer's situation. Suggestion: with customers, say mixed-brand generator fleets. Why: it names what the buyer already lives with. The session agreed with this direction; it is pending formal sign-off.	"OEM agnostic" stays in technical and investor material; customer conversations and, once approved, the website use "mixed-brand generator fleets".
Two kinds of words, two jobs	The tables below are what buyers type (generator controls, remote monitoring, condition monitoring). "Mixed-brand generator fleets" and Power Asset Readiness are what we answer with. Identity language never appears in search tables, and that is expected.	You lead with their words, then name what it means. The fleet question is the bridge.
One opening question works everywhere	"How many different generator brands are in your fleet today?" One brand: fine. More than one: a prospect. Why: it surfaces the mixed-fleet problem in ten seconds, in any sector.	A shared first question across all sectors; the answer tells you which table below applies.
CapEx avoidance has two valid framings	Financial buyer: a subscription structure instead of upfront cost. Operator: unlocking the hidden capacity of assets already owned instead of buying more. Suggestion: pick one per room. Why: blending them weakens both.	The framing matches who is in the room; both stay valid.
The proof gap is power generation	Strong customer stories exist in oil and gas and mining; the open window is power generation. Suggestion: any power generation story with numbers goes to the front of the line. Why: it is the sector where a case earns most right now.	One power generation story ready for the website release planned for the end of September.

Where the tables come from

30,000 searchesEverything buyers typed around generators, controls, monitoring and power.

Problem onlyBrand-name searches out, problem searches in. Noise removed.

Three checksIs there demand, how crowded is it, and who shows up today.

Top 100, by sectorThe best openings where others show up and EKU does not, sorted by who owns the conversation.

How to read the tables: Searches/mo is how many people type that phrase each month in the US. Crowded? is how hard it is to be found for it (open door, low, moderate, high). Who shows up today is the company on the first pages of Google and its position. AI assistants are measured separately with a fixed set of questions; that is where the 0 of 5,176 figure comes from, and it is re-run on schedule so progress is visible.

The shared top 10 (all sectors, by volume)

#	Buyer term	Searches/mo	Crowded?	Who shows up today
1	power plant	27,100	High	Caterpillar* #45
2	natural gas generator	8,100	Moderate	Caterpillar* #9
3	commercial generators	4,400	Low	Caterpillar* #8
4	diesel generators	3,600	Low	Caterpillar* #6
5	condition monitoring	2,400	Moderate	Caterpillar* #3
6	genset	2,400	Low	Caterpillar* #65
7	commercial generator	2,400	Moderate	Caterpillar* #13
8	generator ats	1,600	Moderate	Caterpillar* #5
9	data center power solutions	1,300	Moderate	Schneider #22 · Vertiv #44
10	paralleling	880	Low	Caterpillar* #1

EKU does not appear for any of the ten today. That is the opening, not the bad news: the website work targets exactly these phrases, and your conversations can use them now. The full top 100 exists per sector; ask the marketing lead for yours.

Buyer terms by sector, with tips

Power generation and data centers

Buyer term	Searches/mo	Crowded?	Who shows up today
commercial generators	4,400	Low	Caterpillar* #8
condition monitoring	2,400	Moderate	Caterpillar* #3
generator ats	1,600	Moderate	Caterpillar* #5
data center power solutions	1,300	Moderate	Schneider #22 · Vertiv #44 · Generac #36
data center generators	590	Moderate	Caterpillar* #11
generator paralleling switchgear	110	Low	Schneider #3 · Caterpillar* #11

Tips. The data center phrases are fully occupied by others and EKU is not there yet, so the conversation has to get there before the website does. Open with the fleet question, then choose the capex framing that matches who is in the room. Use "data center power solutions" and "generator paralleling switchgear" exactly as written in follow-ups.

Oil and gas

Buyer term	Searches/mo	Crowded?	Who shows up today
generator monitoring system	320	Open door	Nobody strong; EKU absent
generator control panel	260	Open door	Nobody strong; EKU absent
power plant control system	170	Open door	Nobody strong; EKU absent
remote generator monitoring	140	Open door	Nobody strong; EKU absent
black start generator	70	Low	Specialists; EKU absent
Maximus controller (branded)	40	Open door	EKU #18: people already search the product by name

Tips. This sector holds the most open doors in the whole dataset; almost nobody competes for these phrases yet. Say "generator monitoring system" and "remote generator monitoring" in your own words in calls and emails. When a prospect hears their search words back, EKU becomes the company that understands their problem.

Mining

Buyer term	Searches/mo	Crowded?	Who shows up today
condition monitoring	2,400	Moderate	Caterpillar* #3
generator sizing	880	Moderate	Caterpillar* #50
condition monitoring system	590	Moderate	Caterpillar* #21
generator monitoring system	320	Open door	Nobody strong; EKU absent
remote generator monitoring	140	Open door	Nobody strong; EKU absent
idle management system	20	Open door	Nobody; EKU already appears on page 1 of Google for idle management searches

Tips. Say "idle management" early in every mining conversation; it is the phrase where EKU is already recognized, and every article or magazine feature that uses the exact phrase strengthens it. Then bridge to the bigger picture: "and the same platform runs your whole mixed-brand fleet."

Construction

Buyer term	Searches/mo	Crowded?	Who shows up today
diesel generators	3,600	Low	Caterpillar* #6
condition monitoring	2,400	Moderate	Caterpillar* #3
portable diesel genset	2,400	Low	Caterpillar* #8
portable diesel generators	1,300	Low	Caterpillar* #35
generator sizing	880	Moderate	Caterpillar* #50
mobile generators	590	Moderate	Caterpillar* #4

Tips. Construction buyers think "portable" and "mobile" first. Open with the fleet question, then anchor on uptime: "condition monitoring" plus "remote monitoring" is the language that turns a rental-and-repair conversation into a fleet conversation.

The three questions (reply by email, or send a voice note)

No document to open, no right answers, about 20 minutes. Your words become the battlecard for your sector, built on the same measured terms above. Answer in your own language, English or Spanish, as short or as long as you want:

What are the top objections you hear, and how do you answer them today?
Who is in the room when the customer decides? Roles, not names: who pushes, who blocks, who signs.
Complete the sentence: "We lose deals when..."

Two ways to answer. Reply to this email, or record a 2 to 3 minute voice note for the marketing lead.

Answers received by Wednesday, September 9 go into the first batch of battlecards. Reply to the marketing lead.

* Caterpillar positions are read from public search results. Confidential: prepared by Kanbina Lumina for the EKU commercial team, September 2026. Not for distribution outside EKU. Data: measured US desktop search data, 31 Jul and 10 to 13 Aug 2026, modeled monthly volumes.