Discover more from Tofu
Tofu – Go-to-Market Strategy vs. Marketing Strategy; To post or not to post (on the Inflation Reduction Act) – that is the question; 5 common marketing pitfalls that businesses make
Go-to-Market Strategy vs. Marketing Strategy
Why it’s dangerous to confuse the two when growing a climate tech business
“Go-to-Market Strategy” and "Marketing Strategy" are often thrown about interchangeably, especially at the early stages of company growth. And while in early-stage companies, these two strategies might be one and the same — the primary goal of the marketing strategy will be to bring the company’s first product, solution or service to market – they typically work towards different distinct goals and require different decisions. [read more]
Climate tech marketing commentary [paid]
To post or not to post (on the Inflation Reduction Act) – that is the question
When to comment on social media and when it’s okay to say nothing
What we’re reading
5 Common Marketing Pitfalls that Businesses Make
Marketing can be a long and winding road, but it doesn't have to feel like you're walking through mud. It's not enough to just have a presence on social media sites such as Twitter and Facebook anymore. Today, you need compelling content in order for people who come across your climate tech brand online. It’s time to reprioritize your marketing. Ellie Cachette from Springboard Enterprises shares some advice from those who know how to build a long-term brand on a shoestring budget.
Marketing a product or startup is vital early on.
You are trying to instill confidence in the outside world about your idea or product in its earliest stages, and while most companies default to setting up Twitter and Facebook accounts, others drop the ball on learning how to create and provide compelling marketing materials to potential customers… [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 usually that there isn't a simple answer to that question.
We want to give founders, and early-stage company leadership teams an easy framework to solve the early-stage marketing puzzle. [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.
David Kirshbaum: “Hello Tofu friends! (Is Tofriends a thing?) I’m new to the climate arena and this community and just starting to make connections. I’m a copywriter and brand specialist helping innovative, mission-driven companies attract and engage the right audiences.”
Are you missing your rockstar climate tech founders or marketers? Invite them to Tofu!
🗺️ Nisha asked for what the best templates are for B2C customer journey mapping.
🙋 Elaine asked if there were any good marcomms agencies that she could recommend to one of her startups.
👀 Amy shared that LinkedIn had recently updated “industry” selections for “Renewable Energy”.
🎙️ Kathrin shared her latest podcast episode on how to give international visitors who are on your website a good experience.
📢 Kat shared that Solar Today is seeking articles on the theme of “education empowers the energy transition”. Pitches are due 9/15.
🌐 Benjamin shared that Terra.do officially launched their global climate careers platform on Product Hunt.
🚵 Jamie is looking for connections to collaborate with an e-bike company for National Drive Electric Week.
💧 Georgia shared the waitlist sign-up for a new event happening in Sweden: “The Drop” which will be all about climate tech!
🌆 Amy posted about an upcoming event, Co_Invest Climate, the Greater Midwest’s premier showcase for climate tech startups, which will be on Wednesday, September 7th in Chicago.
💼 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 250 climate tech marketing experts? Get in touch with Bettina to chat more.
Thank you to our supporters!
Thank you to all of you who have subscribed to support this community - it means a lot!
Mel & Bettina