Tofu – 4 Keys to creating actionable buyer personas, 73% of Americans think tech companies are key to solving climate change, Ideal customer profiles and buyer personas—how are they different?
Tofu – 4 Keys to creating actionable buyer personas, 73% of Americans think tech companies are key to solving climate change, Ideal customer profiles and buyer personas—how are they different?
4 Keys to creating actionable buyer personas
Forget hobbies, pets, and favorite wine (unless you’re selling wine targeted at dog lovers)
Buyer personas are a fundamental concept in B2B marketing, and I love geeking out about them. But not all personas are created equal – there’s a lot of fluff in B2B marketing literature on what attributes and traits should be included. Here I share how to develop actionable personas for marketing and sales. [read more]
Climate tech marketing commentary [paid]
73% of Americans think tech companies are key to solving climate change
What does this mean for climate tech?
What we’re reading
Ideal customer profiles and buyer personas—how are they different?
Buyer personas and ideal customer profiles are often confused, and that's understandable. There is a similarity in that both offer a set of guidelines for qualifying leads for your climate tech marketing. When and how you use them will make a difference. Should you create both buyer profiles and ideal customer profiles?
HubSpot breaks down the reasoning behind creating both buyer personas and ideal customer profiles (ICP) in order to source qualified leads saving time for both marketing and sales.
What is an Ideal Customer Profile?
An ideal customer profile (ICP), commonly referred to as an ideal buyer profile, defines the perfect customer for what your organization solves for. This is a fictitious company that has all of the qualities that would make them the best fit for the solutions you provide… [read more]
From the archives [paid]
How to consider B2B channels for climate tech marketing
Finding your channel portfolio mix
I love playing the channel game. We’ll be watching cable TV, with commercials, and we’ll guess who the target audience is based on the commercials. I play this game with my kids because I want them to be aware of messaging and how it impacts their thinking and behavior. Are we really hungry? Maybe not, but that Carl’s Jr burger sure looks good! [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.
Abigail Hinsley: “I’m fresh out of my first position post-grad. I’ve had a few offers, but finding that a company with a commitment to climate is really important to me. I was super excited to learn about this group because you sound like my people! Feel free to connect with me on LinkedIn and excited to meet you all!”
Siddharth Asokan: “I'm Sid, London-based B2B tech CMO. I have over 15 years of experience in tech consulting building and scaling marketing/comms teams globally. I'm looking to transition to the climate tech space and focus the next phase of my career on it. I'm very happy to take on advisory roles while I find a full-time thing. Feel free to connect with me on Linkedin or msg me on slack!”
#events
🖥️ Pearl shared a free climate workshop hosted by CSI and Climate Ventures that will be showcasing an interactive simulator that will measure climate impact.
🌎 Craig shared an upcoming course hosted by Graham Boyd and Evolutesix that will discuss why most startups do not succeed and the need to create free commons companies in order to address global challenges.
#marketing-strategy
💡 James sparked a conversation (originally inspired by Adrienne’s question) around sourcing sustainable vendors for giving away swag for his first post-COVID tradeshow.
#jobs
💼 Did you know that Tofu has a vibrant jobs channel featuring new jobs in climate tech marketing every day? Check it out for your next career move.
Want to feature your climate tech marketing job ad here and promote it to more than 200 climate tech marketing experts? Get in touch with Bettina to chat more.
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With love,
Mel & Bettina