Stop Tracking Everything: Start Measuring What Matters; From Productivity to Proof; Community Updates
From KPIs to AI to navigating climate-tech headwinds, everything in this issue comes back to one idea: doing less of what’s noisy and more of what’s meaningful. The marketers who thrive in 2026 will experiment with intention, use tools with purpose, and stay grounded in the outcomes that matter.
Stop Tracking Everything: Start Measuring What Matters
Dashboards are overflowing. CTRs, MQLs, impressions, bounce rates—you name it. Every campaign adds more metrics, but not always more meaning. As marketing teams navigate tighter budgets, evolving tools, and shrinking attention spans, the real question isn’t
From Productivity to Proof: AI Marketing’s Role in Climate-Tech GTM
AI has become foundational to modern go-to-market strategy, shifting from a productivity tool to core analytical infrastructure. For climate-technology companies navigating the Four Valleys of Death, AI reduces early uncertainty through faster research synthesis and clearer positioning, and later strengthens commercial scalability through campaign analysis, account scoring, and improved sales execution. These capabilities influence the metrics investors rely on to judge viability. In this context, Alder’s Brand to Scale® methodology ensures AI amplifies strategic clarity rather than noise, supporting progress through each valley with greater precision and evidence.
Fresh Tofu for December 2025
Tofu Slack is abuzz. Check out some of our favs.
💚Amalia tapped into one of our favorite experts, Emily Kramer, to build off her framework and explore what the new Gen Z marketer looks like in the climate tech space. Love this!
👂Women make up almost half of podcast listeners but only 29% of creators. Claudia decided to change that. She launched Voices for Climate Action, an EU-co-funded program helping women entrepreneurs across Europe tell their climate stories through podcasting. So rad.
👀 Kristen is looking for any speakers or session ideas for the upcoming Circular San Antonio event in late January 2026. Ideas should highlight innovative circular solutions, from food systems to design, manufacturing and the built environment. Ideas needed by 12/12!
📣 Alder is hosting a webinar, Inside the Climate Marketer’s Mind, on Dec. 4, noon - 1 p.m. ET, and 9 - 10 a.m. PT. Register here.
Glad you’re here
Join our upcoming webinar to hear what’s working, what’s changing, and how to stay visible when the market feels unpredictable.
Stay connected, lean into the Tofu community, and keep showing up for each other and the planet.
With 💓,
The Alder Team