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Tofu – Why you need a CRM tool, The 8 types of ‘sustainability theatre’, Why the role of marketing operations is now crucial in B2B marketing
Why you need a CRM tool
The top three benefits of customer relationship management software for climate tech marketers
Learn what customer relationship management (CRM) means for marketers and how CRM tools can help you grow your climate tech business through integrated marketing & sales. [read more]
Climate tech marketing commentary [paid]
The 8 types of ‘sustainability theatre’ — and how climate tech companies can avoid them
What we’re reading
Why the role of marketing operations is now crucial in B2B marketing
As climate tech scaleups figure out the ideal setup of their marketing team and agency partners, we want to throw the role of marketing operations (MOPS) into the mix. The name itself may not be familiar to you now - in essence, it’s all about data and effectiveness. Where the typical marketing skillset is seen in the creative or digital realm, MOPS is rooted in CRM systems, sales funnel analysis, sales and marketing processes, and automation.
We found this article on B2B Marketing really insightful because it breaks down the role of MOPS and how having a designated MOPS professional combined with a sound CRM can be the key to effective sales and marketing integration.
How marketing operations support the middle of the funnel
Once seen as something opaque and hard to identify, MOPS is having something of a purple patch. The increasing reliance on martech and CRM automation alongside the standardisation of ABM means that MOPS is now a crucial role in B2B marketing… [read more]
From the archives [paid]
When you discover your email newsletter went to junk
16 Do’s and Don’ts for how to write a killer climate tech email subject line
Email marketing is still rated as one of the most effective marketing tactics for customer engagement and lead nurturing: 81% of B2B marketers say their most used form of content marketing is email newsletters and 87% say email is one of their top free organic distribution channels. [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.
Maria Travaille: “I lead account management at NCX. I live in Los Angeles and would love to meet some like-minded sustainability folks! I am always game to talk about carbon markets, carbon credits, and how data and technology is improving climate change mitigation.”
Angelee Day: “I am the Vice President of Marketing and Administration here at the University of Tennessee Research Park here in Knoxville, TN. We currently run a Startup Incubator called the Spark Innovation Center and we are excited to launch our new Spark CleanTech Accelerator. Applications opened in November of 2021, and will close April 11th 2022.”
Abigail Jaffe: “I work in communications and PR for tech companies and startups. I've been doing this for the past 8+ years (interned at NOAA previously) and I'm looking to get into climate tech comms. I'm starting the March cohort of Terra.do and super psyched! Looking forward to chatting with and meeting you all.”
Topher Burns: “I've been in this field for more than 15 years and recently founded my own brand firm called Bivalve dedicated to helping regenerative companies win in the mass market. Looking forward to learning from the experience and expertise represented here, and happy to share or help however I can.”
Laura Brown: “I have 12 years of experience in business and marketing operations, a Master's in Mass Communication and am graduating in May with my MBA from Vanderbilt. I've worked for some of the largest publishers in the world (The Economist, POLITICO, Lonely Planet) in R&D innovation and sales operations. I'm transitioning my career towards fighting climate change, and I'm actively looking for a Senior Management role in marketing, communications, and/or business strategy.”
❓ Elizabeth is looking for feedback on her early prototype, GreenPortfolio.
🔍 Howard is looking for answers regarding his questions on carbon accounting in the hospitality sector and what struggles sustainability professionals are experiencing at their place of work.
💡 Alder & Co. (the company behind Tofu) is hiring an Account Manager to work on exciting client projects!
💼 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!
Mel & Bettina