Tofu – The top five online climate tech networks to join, Our take on Super Bowl EV ads, Tips on partnership marketing

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Feb 24, 2022

Expand your network, bag your next job, and make friends for life by becoming a member

Whether you’re a climate tech marketer looking to stay on top of industry trends, pivot your career into Climate, or hang out online with folks who share your passion – we’ve compiled a list of the Top Five online climate tech groups to expand your network. [read more]

Climate tech marketing commentary [paid]

Super Bowl EV ads–putting the electric cart before the horse?

Our take on major automakers pushing EV ads during Super Bowl.

Tofu

Super Bowl EV ads – putting the electric cart before the horse?

Six of the seven car ads that ran during the Super Bowl featured electric vehicles (EVs), with major automakers from General Motors to Nissan to BMW showing off their new EV models with the help of celebrities or cute robo-dogs. Yet, buying any of the vehicles advertised is nearly impossible. It’s not a case of strolling down to your local dealership an…

3 years ago · Bettina Grab

What we’re reading

How to Build a Solid Channel-Partner Marketing Plan

Another benefit to joining networks like the ones we mentioned above is identifying key partnerships that can grow your business. Benefits of partnership marketing in Climate Tech include sharing overlapping target audiences, working with channel partners and resellers who already have established relationships with your customers, and building your reputation through the association with your partners’ brands.

We found this article from Tom Serani from MarketingProfs really insightful because he breaks down exactly what steps should go into developing a good channel-partner marketing plan; such as identifying target markets/key accounts before getting too far ahead by investing time upfront. Here is his list of the potential benefits you’d get from partnership marketing:

Benefits of Patnership Marketing
Broader reach and wider networks - In essence, you are partnering with its partners and users, thus expanding both of your networks.
Building brand trust - A well-known and trusted endorsement in your industry helps build trust in your brand, giving you credibility in your industry as well.
Express testing - Through channel partners, a company can test out different marketing campaigns, products, promotions, and customer audiences in a risk-free environment.
… [read more]

From the archives [paid]

Advance Your Climate Tech Story Through Market Trends

Ideas for connecting brand relevance to your audience

Advanced storytelling in an era of social justice, gender inequality and climate transformations, businesses now more than ever, are required to connect their brand to the wider story. In a report by Deloitte Insights, people are demanding more from businesses – even business-to-business consumers. The report found “fifty-eight percent of respondents could recall at least one brand that quickly pivoted to better respond to their needs, and 82% said this led to them doing more business with the brand,” the report stated. [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!

Share Tofu

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.

Nishant Mani: “I'm Chief Business Officer at Terra.do! Great to join the community here. I've been a CMO at various consumer startups in my former life but am focusing on climate now between operating and investing. Look forward to meeting more of y'all!”
Jacq Riseling: “I’m excited to introduce myself as Tofu’s Community Coordinator! How I can help you get the most out of Tofu:
👐I'm here to answer any questions you may have
🔎I'll be sharing useful content that I think will be relevant to you
☺️I'm always looking for ways to make Tofu even better, so ping me with your feedback & suggestions! Can’t wait to chat and meet with all of you wonderful people!”

#events

🎪 Join us for our upcoming, Tofu-affiliated event hosted by Alder & Co.: Climate Tech Events Strategy 2022 at 10 a.m. PDT / 1 p.m. EDT on March 3, online.
Our expert panelists discuss how to plan and manage events in 2022 while navigating the uncertainty around COVID-19.

Featuring:

Kristan Kirsh, VP of Global Marketing, Nextracker
Jill Kirkpatrick, Senior Manager of Events, Greentown Labs

#general

❓ Tyler is looking for freelance graphic designer recommendations.

🎙️ Kathrin shared her latest podcast episode where she chatted with Tofu Co-Founder, Partner & President of Alder & Co, Bettina Grab.

#jobs

💡 Allegra is looking for someone to fill her role leading the marketing program at Upstream Tech.

💼 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.

Thank you to our supporters!

Thank you to all of you who have subscribed to support this community - it means a lot!

With love,

Mel & Bettina