Tofu – Repurpose with Purpose - Content Marketing in Climate Tech; Three Reasons VERGE22 Stood Out; You Don’t Need a Buyer Persona; The Risks of Not Testing Your Marketing
Repurpose with Purpose - Content Marketing in Climate Tech
How to create impactful content that scales your climate tech company
As marketers, we LOVE repurposing content - i.e., taking one piece of content and changing its format, angle or audience so it can serve a different purpose. But with so many options for repurposing your content, where do you start as a climate tech marketer? As always, it starts with your marketing goals. [read more]
Climate tech marketing commentary [paid]
Three reasons VERGE22 stood out
And why we'd go again next year
What we’re reading
You Don’t Need a Buyer Persona. You Need Multiple Audience Personas.
Drawing Buyer personas before your climate tech business hit Product-Market-fit can be futile. Iterating over an untested hypothesis built on a small pool of users rarely gets you far, and it doesn’t matter if you name them Marketing Martin or Finance Fiona. Instead, Amanda Natividad at Sparktoro offers an alternative approach, which spurred quite a few reactions from our marketing team.
I’ll argue that it’s more helpful to create personas across marketing disciplines — a group of audience personas, if you will. A group of audience personas would serve as various “ideal customer profiles” across your marketing functions. Marketing stakeholders within your organization would use these personas, helping them to map ideal “customers” to their marketing objectives…. [read more]
From the archives [paid]
The Risks of Not Testing Your Marketing
Data-driven marketing enhances marketing results, drives confidence
IYKYK. And when you do, it solidifies the strength of your campaign, product launch, or mega-marketing initiative. Why wouldn’t you want to know if your creative is offensive? Or the UX you designed isn’t connecting with your audience? We make hypotheses all day long about how we think our strategies and tactics will resonate with audiences. Why not know what we might have missed before we launch out to the world? [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.
Travis Mockler: “Hi, everyone! my name is Travis Mockler; I just joined Tofu and am the marketing lead at Vertuelab in the pacific north-west. I live in Seattle, which is located on the traditional land of the Duwamish people, past and present. I see a few familiar faces here, but I look forward to meeting more of you. thanks!”
Are you missing your rockstar climate tech founders or marketers? Invite them to Tofu!
#general
✍️ Matt made a compelling case for Licensing Climate Tech in his newsletter, dissecting supply chain investments and consequent market value captured.
🛳 Abigail recently went on a cruise and asked if there was a way to offset her additional carbon emissions. Laura suggested a few which had footprint calculators.
🤝 Dave of 75F shared his experience of the Breakthrough Summit in Seattle and invited applications to the next cohort of BE Fellows designed to ensure early-stage entrepreneurs have the R&D funding, educational resources, and network access they need to realize the full potential of their work and begin to chart a path toward commercialization.
#events
❓Travis asked if anyone has any details on SF Climate week.
#jobs
⚡️ Steven at Camus Energy is hiring a part-time freelance project manager with experience in B2B industry to manage the entire lifecycle of surveys.
🎨 Neelambree of Climarts, a non-profit with a mission to enable purposeful exchanges between artists and scientists for climate action, is looking to hire for PR & Marketing roles to drive partnerships after their successful launch in September.
💼 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 400+ climate tech marketing experts? Get in touch with Bettina to chat more.
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With love,
Mel & Bettina