Discover more from Tofu
How to do ABM on a Budget in Climate Tech; SVB Meltdown: Lessons in Crisis Communication from Climate Tech Leaders; Buying Group Marketing: The Next Evolution of ABM & Tofu Community Updates
How to do ABM on a Budget in Climate Tech
Create highly personalized converting campaigns without the price tag of a fully-fledged account-based marketing approach
If you’ve been in B2B marketing at some point in the past ten years, there’s no way you could have avoided the buzzword ‘account-based marketing’ (ABM). And for a good reason: Over 70% of marketers surveyed in 2022 reported a higher return on investment (ROI) from account-based marketing (ABM) than any other marketing effort (!)…[Read More]
Climate tech marketing commentary [paid]
SVB Meltdown: Lessons in Crisis Communication from Climate Tech Leaders
Climate tech leaders came together to tell a more nuanced story (while fighting for their money)
What we’re reading
Buying Group Marketing: The Next Evolution of ABM
For years, marketers have aligned sales and marketing practices through account-based marketing (ABM) strategies to provide more relevant, personalized content and messaging to their audiences. This process has naturally evolved into buying group marketing, focusing these tactics on multiple decision-makers within accounts. Corey Patterson from MarTech explains how we can identify and engage those buying groups and key decision-makers across the funnel.
“According to Gartner, the average buying team size is between 14 and 23 people, and that depends on the size of the spend. […] From Forrester’s perspective, 66% of B2B [buying groups] are more than six people. That’s why it’s important to focus on buying groups.” [Read more]
From the archives [paid]
When to Hire an In-House Marketer vs. a Marketing Agency vs. Freelancer(s)
A Framework for Solving the Marketing Hiring Puzzle in Climate Tech
Climate tech founders often ask whether they should work with a freelancer, a marketing agency, or hire internally to cover their early-stage marketing needs.
We've built multiple marketing functions at startups and multi-billion B2B tech companies and have worked as marketing freelancers and on the agency side.
Our answer is…[Read More]
From the community
👋 Welcome, new Tofus!
Thank you to everyone who’s subscribed, joined the Tofu Slack community, and shared this newsletter with their climate tech marketing friends!
Here’s a snapshot of some of our newest members – head over to #introductions on Slack, where you can say hi and learn more about them.
Namrita Lamba: “I’m Nam from Vancouver. I’ve worked in the apparel and textile supply chain industry in India for a decade. I have just completed my MBA here and now looking for meaningful work in impact/sustainability. Glad to be connected to like-minded people to learn more about this space!”
Erick Salvatierra: “Based out of Seattle, WA, but split my time between SFO and ORD when visiting family. Have worked for 8 Years in growth-related roles in MedTech and HealthTech startups. Currently working on a few climate-related startups and projects - water quality / GIS data. I also write the Out of Carbon Newsletter. Check it out!”
Are you missing your rockstar climate tech founders or marketers? Invite them to Tofu!
🌞 Katharine shared her notes from Aurora Solar’s Sunrise 2023 sessions. Amy and Claudia found them helpful.
🧒🏻 Matthew wondered what climate writers thought about the practice of writing at the 8th-grade level while explaining climate solutions. Rhythm quipped that this style drove accessibility, and Amy appreciated Matthew for pointing this out!
📢 Kristina shared how and why her company rebranded from Joro to Commons and sought fellow Tofu’s opinion on why climate needs a rebrand in general.
🙋♀️ Katharine recently published her perspectives on environmentalism and sustainability as a person who identifies as white and sought feedback from Tofus.
📰 Elizabeth extended a PR opportunity to Climate Tech execs who have been affected by SVB closure for a quote in an article by BankFWD.
🍻 Dylan and Jacob are at the SXSW this week and looking to connect.
📢 Matthew invited climate tech entrepreneurs from Maryland to an info session on Maryland Energy Innovation Accelerator’s Energy Executive in Residence (EEIR) Program on March 30th.
👩🏻🔬 Katharine shared a ticket discount code for any climate tech professionals looking to attend the Bioneers Conference in Berkeley from April 6 to 8.
✍️ Rhythm shared an article on ‘Category Creation’ for climate startups and corporate teams looking to launch sustainability segments.
🤖 Nicole put together tips on AI tools for marketing that would benefit anyone looking to get started. Zac expressed how a marketer’s ego comes in the way when it comes to using AI. The Tofu Official team announced the launch of a new AI channel at Tofu for focused AI discussions.
👩🏻🔬 Nicole has been testing and stress-testing GPT-4. She shared her findings with the community.
👨🏻💻 Tarlan found a way to do a cross-post to multiple social networks at once using Make and Airtable. He shared the JSON and the step—by—step process with fellow automation enthusiasts.
🏭 Rian shared an article on ‘Carbon Footprint of ChatGPT’ by Chris Pointon.
⚡️Ted posted about an opening for a Growth Marketing Manager role at Bodhi Solar.
✍️ Katharine shared about PricewaterhouseCoopers looking to hire 100,000 ESG consultants/workers.
🤝 Bettina called on marketers at Tofu to apply at Sense, a climate tech scale-up based in Cambridge, building smart home monitoring systems. She would be happy to make introductions.
💼 Did you know that Tofu has a vibrant jobs channel featuring new jobs in climate tech marketing daily? Check it out for your next career move.
Want to feature your climate tech marketing job ad here and promote it to more than 400 climate tech marketing experts? Get in touch with Bettina to chat more.
Thank you to our supporters!
Thank you to all who have subscribed to support this community – it means a lot!
Mel & Bettina