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To Gate or Not to Gate? That is the Question; The Revenue Feedback Loop: Putting Revenue At The Heart Of B2B Marketing & Tofu Community Updates
To Gate or Not to Gate? That is the Question
How to think about using gated content for lead generation in climate tech marketing
By Bettina Grab
Clients often ask us whether they should ‘gate’ a piece of content for lead generation, i.e., make it available to read or download on their website in exchange for the user’s contact information.
As always, the answer is a confident… ‘It depends.’
On one hand, gating content allows you to collect valuable information about your audience, build an email list and generate leads for your business. On the other hand, it can be off-putting to users looking for information and may deter them from engaging with your content further.
In this article, we will share how we advise climate tech companies when deciding when to gate their marketing content for lead generation. [Read More]
What we’re reading
The Revenue Feedback Loop: Putting Revenue At The Heart Of B2B Marketing
Pipeline trumps impressions, revenue trumps clicks. So why are so many B2B marketers still stuck with reporting on clicks, visitors and conversions? It isn’t because they are ignorant of the benefits of revenue reporting. Instead, the reason is simply that making the link between marketing and revenue isn’t easy. Jeremy Sacramento of Dreamdata puts together a guide on how to measure and report on the impact efforts are having on the bottom line. [Read more]
Understand what has driven your revenue….once you’ve got the data in place, you need to examine performance against your KPIs. At a top level, apart from a standard revenue target, you might want to be looking at the ROI of your whole marketing operation, as well as your CAC to LTV ratio which helps understand the return you’re getting for each dollar spent on acquiring new customers by comparing it with the net profit expected. In essence, you’re going to be looking at the impact of every effort across the channel, campaign and content level on the sales pipeline and revenue. [Read more]
Our top 3, most-read practice guides on Tofu [paid]
How To Do ABM On A Budget In Climate Tech, Resisting The Urge To Overcomplicate Climate Change & Focusing on Environmental Benefits Will Not Get Us Where We Need
We sifted through our Tofu archive (which is 95+ pieces strong now!) and pulled out the articles that you - our members - have found most useful so far. Happy reading!
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.
Jennifer Turliuk: “I recently sold my company and am working part-time with Climate Capital. I am also an angel investor and wanted to introduce you to Climate Angels, a program created in collaboration with Climate Capital that aims to equip participants with the knowledge, skills, and strategies needed to excel in climate angel investing.”
Murali Guntu: “I live in Phoenix, Arizona and am a chemical engineer by training. I am a Climate Tech Advisor at Volteo Maritime and Head of Strategy & Ecosystem Development at VolteoEdge. Open to engaging/helping startups in the Climate Tech space: having worked at startups for 5+ years, I have some opinions/takeaways on what does NOT work.”
Sephra Abraham: “I’m a sustainability consultant with a master’s in Sustainability and Social Innovation. I have started my own vegan online e-commerce marketplace in Mumbai, India. Currently, I host a podcast dedicated entirely to sustainability where I interview global experts, activists, founders, investors, and more.”
Sarah Guido: “I'm based in Philadelphia and have worked in data science/ML for a decade. I'm finishing up Terra.do's Learning for Action bootcamp and I'm eager to work in the industry. I have a passion for practical uses of ML, helping data folks grow in their careers and big-picture strategy. I'm happy to chat about anything data-related (ML/AI, analytics, infrastructure, etc) and also nerd out about the renewable energy industry. I also have a sommelier certification.”
Are you missing your rockstar climate tech founders or marketers? Invite them to Tofu!
🏆 Cooper is looking to connect with someone with experience in becoming B Corp certified and/or becoming a Delaware public benefit corporation.
🤝 Nick wants to gather insights from professionals at non-climate companies who are implementing sustainability initiatives for his climate tech startup.
🖇 John is on the market for a great customer referral software (B2C) for a client in the home services/home electrification space.
⚡️ Katharine shared an invite for an event on residential electrification on Dec 7, in-person in San Francisco. The event will discuss technology and permits in the industry.
🍫 Birgitte has opened up her calendar for organizing chocolate tastings for the holiday season where you get to taste some of the best craft chocolates alongside learning about cacao's storied history, mythology and insights into the role cheap commodity cocoa plays in deforestation and climate change.
💡 Amy shared an opening for a Marketing and Communications Manager at San José Clean Energy.
🌱 Katharine posted multiple openings in marketing and operations at Sierra Club. You can reach out to her for group networking calls.
✍️ Rhythm shared an opening for content marketing at Pachama.
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 800 climate tech marketing experts? Get in touch with Bettina to chat more.
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Thank you to all who have subscribed to support this community – it means a lot!
Mel & Bettina
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