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How to consider B2B channels for climate tech marketing
Finding your channel portfolio mix
While the channels for B2B marketing will be somewhat different from B2C marketing, the principles are the same. A large part of your channel decisions is based on where your audience is watching, reading, listening or has visited. Our job as a marketer is to uncover where our buyers or decision-makers are spending their time, and what content is going to influence or activate a meaningful connection between the audience and the brand. [Read more]
Renewable natural gas provider Clean Energy unveils new visual identity
We’re always keen to follow branding stories across cleantech and climate tech. A while ago, NASDAQ-listed renewable natural gas provider Clean Energy revealed a new logo and brand identity at its annual shareholder meeting.
Andrew J. Littlefair, president and CEO, Clean Energy, said: “The logo, color scheme, messaging, website and other brand elements that we introduced today denote a circular economy, where organic waste is turned into sustainable fuel, and embodies the role Clean Energy plays in helping our planet.”
Our verdict: It’s an improvement on the previous logo, but a missed opportunity to get away from the greeny-blue sea of sustainable company brands.
Let us know what you think in the comments.
What we’re reading…
Climate tech marketers often wonder what role social media should play in their marketing channel mix (see above). Marketing Profs took a deep dive into some recent research from Sprout Social to determine the answer. It’s focused on B2C - but there are some learnings for B2B, too.
What Makes a Brand Best-in-Class on Social Media [Research]
The report was based on data from a survey conducted between March 30 and April 6, 2021, among 1,002 US consumers and 1,001 US marketers.
Marketers rank engaging audiences as the top thing that makes a brand best-in-class on social media.
However, consumers rank offering strong customer service as the top thing that makes a brand best-in-class on social media. [Read more via Marketing Profs].
From the community
👋 Welcome new Tofus!
Thank you to everyone who’s subscribed to this newsletter and joined the Tofu Slack community, here’s a roundup of our newest members! You can learn more about new members on #introductions, where you can say hi and welcome them to the community.
Tristan Pollock has spent the last decade building, selling, and investing in startups. He wants to spend the next decade dedicated to fixing our climate problem and would love to connect with others in the climate investing space + climate startups looking to do big, exciting things.
Michael Ethan is a writer and thinker interested in uncovering unique narratives about how people live, work, and prosper. His career has included stints as a reporter and editor at the Global Times in Beijing, as a correspondent at Reuters in Taipei and as an editor at The Economist Intelligence Unit based in both Hong Kong and San Francisco. Michael is particularly interested in sustainability and climate change-related storytelling for brands.
Elizabeth Landau is looking for folks who are willing to spare 30 minutes to help with customer discovery. She’s looking to interview people living in the US who have considered greening their financial portfolios. Contact Elizabeth if you’re interested.