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Tofu - Know Thy Climate Tech Buyer's Journey, the pitfalls of Life Cycle Analysis, creating a Customer Journey Map, and more
Know Thy Climate Tech Buyer's Journey
Growth marketing only works if your content is aligned with what your buyer is looking for
70% of B2B buyers research their problem and potential solutions online before they ever speak to a salesperson. What does this mean for marketing? The concept of the buyer journey – the path a buyer takes from the moment they become aware of a problem to the point where they decide to purchase a new product or service to solve that problem – is key for driving growth through marketing. [Read more]
The pitfalls of lifecycle analysis (LCA) for climate tech brands
Earlier this summer, a slew of headlines showered doom and gloom on clothing rental schemes, proclaiming them “the worst green option,” “worse for the planet than just throwing [clothing] away” and “no cure for fast fashion.”
In this informative article in Circularity Weekly, Suz Okie dissects how the headlines from one lifecycle analysis study could have ruined clothing rental models’ reputation as a potential solution to fast fashion:
“If we take these headlines at face value, rental models should be a thing of the past rather than a model for the future with endless possibilities, as some coverage has suggested. But as with all things in the world of circularity, this story requires some context, and a healthy dose of nuance.” - Suz okie
It’s a great read for any climate tech and/or circular economy brand considering doing a lifecycle assessment study to prove their (positive) environmental impact.
What we’re reading…
Customer journey development requires a lot of of thought (see the article above). By creating a customer journey map, you can better understand what your customers are experiencing when interacting with your brand and motivate them to take actions that align with your marketing goals.
How to Create an Effective Customer Journey Map [Examples + Template]
Getting into the minds of your customers can be challenging. Once you think you’ve got their every want and need accounted for, new technology, preferences, and buying trends emerge. [Read more via HubSpot]
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.
John Pope: “I have a background in PR but my main role for the last year or so is as co-founder of an ethical and sustainable web hosting company called S4. We are really passionate about making the internet as sustainable energy-wise as possible, but also about open open source software, and data privacy. I'm also editor of a website called Eko Diena and a few other little projects, under the umbrella Platforma Eko. I'm from the UK but have lived all over the place and have ended up in Lithuania (for now at least).”
Anna Andrade: “I'm based in São Paulo, Brazil. I have always been interested about climate and after many years working with LUSH Cosmetics that interest grew even more. I'm now working part time at Regenerosity, a partnership between Buckminster Fuller Institute and LUSH Spring Prize that identifies, celebrates and funds regenerative projects from around the world”
Arjun Srihari: “I am currently based in Madrid. Psyched to be a part of this community and looking forward to learning more about all of you and finding ways to collaborate to ramp up our collective climate action to the scale that is needed in order to save our planet and all the living beings that depend on it. Feel free to reach out for a chat or if there is anything I can help with or advise on. Would be great to connect on LinkedIn too - you can find me here.”
Last Thursday we hosted the webinar 'Defining your Marketing Tech Stack'. Panelists Amanda Luchetti, Ted Dillon, and Sarah Kim shared their insights into defining the right marketing stack in climate tech – an industry that is still nascent, with often complex technologies and long sales cycles.
✏️ Tad Frizzell shared an article on why startups need purpose statements.
💥 Amy Yanow Fairbanks shared an article on the impact opportunities for design in the next decade.
💼 Did you know that Tofu has a vibrant jobs channel featuring new jobs in climate tech marketing every day? Some recent highlights included field marketing, director, manager and website copywriting jobs.