Regulators often question marketing budgets for energy-efficiency programs because they don't come with a promise of concrete energy savings. Can marketing and outreach programs be designed to generate a reliable track record of energy savings? We showcase an exciting, customized residential energy-use feedback initiative and a comprehensive utility DSM marketing campaign that has been convincingly linked to energy savings. We also discuss how another utility encourages its large customers to obtain energy savings from behavioral and operational measures and how it tracks the results. And we close the case with a roundup review of the literature on energy savings from behavior-change initiatives.