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Tofu-You can’t do it alone and you don’t have to; Recap-Partnership Marketing Webinar; Partnership marketing — what it is, why it’s so popular, and how to do it; Tofu Community Updates
You can’t do it alone, and you don’t have to
The how and why of partner marketing as you move into growth
Partner marketing is often seen as an ideal for climate tech startups, but potential partners don’t know you, so many see it as a lost cause. However, the reality is that you need to find a way to make it happen because partners are one of the quickest ways to grow.
We have found that even the largest organizations are potential partners for startups. You just need to find what value you bring to them. In this article, we go over different types of partnerships and hone in on a strategy for each. [read more]
Recap: Partnership Marketing in Climate Tech Webinar
Many Tofu members joined Alder & Co. as we heard from top climate tech partnership marketing experts at Third Derivative, Volt Energy Utility & GAF Energy
Watch the recording here:
What we’re reading
Partnership marketing — what it is, why it’s so popular, and how to do it
Partnership marketing is one of the best ways to reach new audiences, build business relationships, and boost revenue. A survey by DemandGen showed 96% of businesses expected an annual revenue increase directly linked to marketing initiatives within their partner networks.
There are many ways to build marketing partnerships with companies and individuals. The communications team at Adobe has put together a guide to help us understand its various kinds and their benefits.
“The right partner doesn’t have to work in the same industry, but their goals and expertise should complement yours. The partnership should enhance your current marketing strategies, not hinder your progress.” [read more]
From the archives [paid]
They “litter”-ly became environmentalists
A review of how a famous climate campaign strategy linked psyche and change
When I was first introduced to the “Don’t Mess With Texas” campaign, I was watching TV with my parents and saw the now-famous Stevie Ray Vaughn commercial that signaled Texans to pick up their trash because no one messes with us. [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.
Julie Mai: “I'm Julie. I'm a climate tech communicator and strategist with 7+ years of experience across areas of research, development, communications, marketing, and public affairs, working with Invested in Climate, a climate podcast/platform hosted by IDEO's Jason Rissman, and CalWave, a wave energy developer. I'm open to work and collaboration - please reach out!”
Neil Wengerd: “I’m Neil. I’m a designer with an edge in branding and an increasing edge in climate tech. I co-founded a brand and design studio called Nonfiction five years ago. We love working with people who are less interested in how things are and more in how things could be, particularly around climate change.“
Elisa Michelet: “Hi, everyone! My name is Elisa Michelet; I’m a French/American designer currently based in Tokyo. I work on projects on a freelance basis for a variety of clients. Last June, I launched Yuba, a sustainable guide to Paris and soon beyond. Excited to meet you and potentially collaborate on something.”
Marc O’Brien: “Hi. I’m Marc. I’m a climate designer, brand strategist, and educator. I’m also adjunct faculty at California College of the Arts in San Francisco, CA. Currently, I’m assessing opportunities for my next design leadership role to reimagine a future where existing climate solutions and approaches become widespread and adopted.”
Anika Karim: “Hi, everyone. I am a communications and gender specialist based in Bangladesh. I am a partner in a Bangladeshi feminist organization called Bonhishikha - unlearn gender. You can learn more about our work here:
Are you missing your rockstar climate tech founders or marketers? Invite them to Tofu!
⚙️ Ted Dillon sought advice on the right lead and email list management tool between Pardot and Active Campaign. Many Tofus working across marketing and business roles chimed in with their experiences.
😱 Liz Rubin was curious how the community felt about GreenBiz's latest pricing policy.
🌍 Travis Mockler shared a summary of federal funding opportunities for tech/cleantech/climate tech companies/startups with instructions on how to apply, program suitability, and deadlines.
🐥 Bettina Grab shared an update on Alder’s Twitter company policy change. It invited support from multiple climate marketers at Tofu.
📚 Elena Foukes shared a few books she found helpful while working in climate.
🏫 Kevin Lu shared MCJ’s February Early Career Meetup for college students or recent graduates who want to get a job-solving climate change.
🤝 Steven Brisley asked if anyone was attending Distributech in San Diego next week.
🌁 Katharine Bierce invited everyone to the Nature X Carbon Monthly Meetup in San Francisco next Monday.
👩🏾🎨 Bettina Grab shared an article about sustainable and inclusive design for climate tech businesses.
🤝 Jamie Wertz invited partnerships on behalf of Generation180, a national clean energy nonprofit that help clients’ employees and customers alike decarbonize.
🔖 Travis Mockler posted a list of content creators who are reshaping the climate narrative, combating misinformation, and empowering people to take climate action. The list is curated by our friends and Tofu members, Pique Action.
🌊 Bridget Hickey of Cloud to Street invited applications for a product marketing role.
👯 Jill at Greentown Labs is looking for an Events Manager in Houston to support their events and partners. You can to DM her with any questions.
💻 Inbal of Skyven Technologies is looking for a professional designer/storyteller to give their company pitch deck a facelift.
🖇 Robin wants to bring in a Co-Founder / Chief Marketing Officer (CMO) to build a platform to embed climate founders in a supportive ecosystem and supercharge their investability.
🙆♀️ Travis Mockler shared an opening for the position of program coordinator to help manage events at Clean Tech Alliance.
💼 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 400 climate tech marketing experts? Get in touch with Bettina to chat more.
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Thank you to all of you who have subscribed to support this community - it means a lot!
Mel & Bettina