SlideShare a Scribd company logo

Clean Tech & Green Tech Marketing

The document discusses marketing challenges and strategies for clean and green technology companies. It notes that clean tech presents both opportunities in new audiences like governments and disruptive potential against entrenched industries. However, clean tech marketing requires balancing commercial and environmental messages, proving credibility through actions like audits, and finding the right tone between passion and practicality. Partnerships can help navigate these complex issues of positioning clean tech benefits against the need for realistic support and return on investment claims.

1 of 24
Download to read offline
Marketing clean technology & green technology The B2B marketing challenge
It’s on the agenda. Billions invested in green tech Al Gore joins Kleiner Perkins Clean tech blog action zooming up the Technorati charts
The triple  bottom line Financial Environmental Social A new corporate agenda = a new opportunity for clean tech & green tech
It’s disruption time. Clean tech is perfectly positioned to attack entrenched tech. New metrics open new markets.
A different kind of tech marketing.  New audiences New messages New competitors New context
•  Governments  •  Public sector agencies •  Utilities •  The media •  Consumers •  Analysts •  The financial community New audiences

Recommended

12 Lessons from the B2B Marketing Manifesto Campaign
12 Lessons from the B2B Marketing Manifesto Campaign12 Lessons from the B2B Marketing Manifesto Campaign
12 Lessons from the B2B Marketing Manifesto CampaignVelocity Partners
 
How To Sell To Non-Believers - Turning Doubt Into Trust
How To Sell To Non-Believers - Turning Doubt Into TrustHow To Sell To Non-Believers - Turning Doubt Into Trust
How To Sell To Non-Believers - Turning Doubt Into TrustClose.io
 
Insane Honesty in Content Marketing
Insane Honesty in Content MarketingInsane Honesty in Content Marketing
Insane Honesty in Content MarketingVelocity Partners
 
Why B2B Marketing is so Boring
Why B2B Marketing is so BoringWhy B2B Marketing is so Boring
Why B2B Marketing is so BoringVelocity Partners
 
The Other C Word: What makes great content marketing great
The Other C Word: What makes great content marketing greatThe Other C Word: What makes great content marketing great
The Other C Word: What makes great content marketing greatVelocity Partners
 
SEEN Connects: Influencer Marketing Archetypes
SEEN Connects: Influencer Marketing ArchetypesSEEN Connects: Influencer Marketing Archetypes
SEEN Connects: Influencer Marketing ArchetypesSEEN Connects
 
Telling Stories With Data
Telling Stories With DataTelling Stories With Data
Telling Stories With DataTom Morton
 
People Don't Care About Your Brand
People Don't Care About Your BrandPeople Don't Care About Your Brand
People Don't Care About Your BrandSlides That Rock
 

More Related Content

What's hot

Human-Centric Storytelling in Business
Human-Centric Storytelling in BusinessHuman-Centric Storytelling in Business
Human-Centric Storytelling in BusinessKubo Finland
 
What's Next in Growth? 2016
What's Next in Growth? 2016What's Next in Growth? 2016
What's Next in Growth? 2016Andrew Chen
 
Working With Big Data
Working With Big DataWorking With Big Data
Working With Big DataSeth Familian
 
Top 10 Learnings Growing to (Almost) $10 Million ARR: Leo's presentation at S...
Top 10 Learnings Growing to (Almost) $10 Million ARR: Leo's presentation at S...Top 10 Learnings Growing to (Almost) $10 Million ARR: Leo's presentation at S...
Top 10 Learnings Growing to (Almost) $10 Million ARR: Leo's presentation at S...Buffer
 
A practical guide to Creative Briefs and Briefings
A practical guide to Creative Briefs and BriefingsA practical guide to Creative Briefs and Briefings
A practical guide to Creative Briefs and Briefingsnickdocherty
 
Jobs-To-Be-Done Framework - An Introduction
Jobs-To-Be-Done Framework - An IntroductionJobs-To-Be-Done Framework - An Introduction
Jobs-To-Be-Done Framework - An IntroductionRizwan Javaid
 
Make Your Presentation Pop
Make Your Presentation PopMake Your Presentation Pop
Make Your Presentation PopArtisan Talent
 
No excuses user research
No excuses user researchNo excuses user research
No excuses user researchLily Dart
 
The Mom Test or How to Ask Better Customer Dev Questions
The Mom Test or How to Ask Better Customer Dev QuestionsThe Mom Test or How to Ask Better Customer Dev Questions
The Mom Test or How to Ask Better Customer Dev QuestionsJeff Costa
 
How To Get Clients & Sell Without Selling (Social Selling)
How To Get Clients & Sell Without Selling (Social Selling)How To Get Clients & Sell Without Selling (Social Selling)
How To Get Clients & Sell Without Selling (Social Selling)Jane Frankland
 
How to Write Clickass Presentations that Convert
How to Write Clickass Presentations that ConvertHow to Write Clickass Presentations that Convert
How to Write Clickass Presentations that ConvertBarry Feldman
 
Clickbait: A Guide To Writing Un-Ignorable Headlines
Clickbait: A Guide To Writing Un-Ignorable HeadlinesClickbait: A Guide To Writing Un-Ignorable Headlines
Clickbait: A Guide To Writing Un-Ignorable HeadlinesVenngage
 
[Eng] The use of consumer insight in Advertising: from classic Advertising to...
[Eng] The use of consumer insight in Advertising: from classic Advertising to...[Eng] The use of consumer insight in Advertising: from classic Advertising to...
[Eng] The use of consumer insight in Advertising: from classic Advertising to...giulio bonini
 
73 Point Checklist from Digital Marketer and eLaunchers to Double Your Business
73 Point Checklist from Digital Marketer and eLaunchers to Double Your Business73 Point Checklist from Digital Marketer and eLaunchers to Double Your Business
73 Point Checklist from Digital Marketer and eLaunchers to Double Your BusinessParthiv Shah
 
The 5 steps to Sales Dominance
The 5 steps to Sales DominanceThe 5 steps to Sales Dominance
The 5 steps to Sales DominanceLeadSimple
 
5 Ways To Recession Proof Your Business (What a pretentious title)
5 Ways To Recession Proof Your Business (What a pretentious title) 5 Ways To Recession Proof Your Business (What a pretentious title)
5 Ways To Recession Proof Your Business (What a pretentious title) Jeph Maystruck
 
Personal branding - do it yourself
Personal branding - do it yourselfPersonal branding - do it yourself
Personal branding - do it yourselfShivam Dhawan
 
How to Create an INSANELY GREAT Presentation or Pitch
How to Create an INSANELY GREAT Presentation or PitchHow to Create an INSANELY GREAT Presentation or Pitch
How to Create an INSANELY GREAT Presentation or PitchMartafy!
 

What's hot (20)

Human-Centric Storytelling in Business
Human-Centric Storytelling in BusinessHuman-Centric Storytelling in Business
Human-Centric Storytelling in Business
 
How To Win That Next Sales Presentation - @High_Spark @cliffatkinson
How To Win That Next Sales Presentation - @High_Spark @cliffatkinsonHow To Win That Next Sales Presentation - @High_Spark @cliffatkinson
How To Win That Next Sales Presentation - @High_Spark @cliffatkinson
 
What's Next in Growth? 2016
What's Next in Growth? 2016What's Next in Growth? 2016
What's Next in Growth? 2016
 
Working With Big Data
Working With Big DataWorking With Big Data
Working With Big Data
 
Top 10 Learnings Growing to (Almost) $10 Million ARR: Leo's presentation at S...
Top 10 Learnings Growing to (Almost) $10 Million ARR: Leo's presentation at S...Top 10 Learnings Growing to (Almost) $10 Million ARR: Leo's presentation at S...
Top 10 Learnings Growing to (Almost) $10 Million ARR: Leo's presentation at S...
 
A practical guide to Creative Briefs and Briefings
A practical guide to Creative Briefs and BriefingsA practical guide to Creative Briefs and Briefings
A practical guide to Creative Briefs and Briefings
 
Jobs-To-Be-Done Framework - An Introduction
Jobs-To-Be-Done Framework - An IntroductionJobs-To-Be-Done Framework - An Introduction
Jobs-To-Be-Done Framework - An Introduction
 
Make Your Presentation Pop
Make Your Presentation PopMake Your Presentation Pop
Make Your Presentation Pop
 
No excuses user research
No excuses user researchNo excuses user research
No excuses user research
 
The Mom Test or How to Ask Better Customer Dev Questions
The Mom Test or How to Ask Better Customer Dev QuestionsThe Mom Test or How to Ask Better Customer Dev Questions
The Mom Test or How to Ask Better Customer Dev Questions
 
How To Get Clients & Sell Without Selling (Social Selling)
How To Get Clients & Sell Without Selling (Social Selling)How To Get Clients & Sell Without Selling (Social Selling)
How To Get Clients & Sell Without Selling (Social Selling)
 
How to Write Clickass Presentations that Convert
How to Write Clickass Presentations that ConvertHow to Write Clickass Presentations that Convert
How to Write Clickass Presentations that Convert
 
Aristotle's Guide To: Persuasive Presentations
Aristotle's Guide To: Persuasive PresentationsAristotle's Guide To: Persuasive Presentations
Aristotle's Guide To: Persuasive Presentations
 
Clickbait: A Guide To Writing Un-Ignorable Headlines
Clickbait: A Guide To Writing Un-Ignorable HeadlinesClickbait: A Guide To Writing Un-Ignorable Headlines
Clickbait: A Guide To Writing Un-Ignorable Headlines
 
[Eng] The use of consumer insight in Advertising: from classic Advertising to...
[Eng] The use of consumer insight in Advertising: from classic Advertising to...[Eng] The use of consumer insight in Advertising: from classic Advertising to...
[Eng] The use of consumer insight in Advertising: from classic Advertising to...
 
73 Point Checklist from Digital Marketer and eLaunchers to Double Your Business
73 Point Checklist from Digital Marketer and eLaunchers to Double Your Business73 Point Checklist from Digital Marketer and eLaunchers to Double Your Business
73 Point Checklist from Digital Marketer and eLaunchers to Double Your Business
 
The 5 steps to Sales Dominance
The 5 steps to Sales DominanceThe 5 steps to Sales Dominance
The 5 steps to Sales Dominance
 
5 Ways To Recession Proof Your Business (What a pretentious title)
5 Ways To Recession Proof Your Business (What a pretentious title) 5 Ways To Recession Proof Your Business (What a pretentious title)
5 Ways To Recession Proof Your Business (What a pretentious title)
 
Personal branding - do it yourself
Personal branding - do it yourselfPersonal branding - do it yourself
Personal branding - do it yourself
 
How to Create an INSANELY GREAT Presentation or Pitch
How to Create an INSANELY GREAT Presentation or PitchHow to Create an INSANELY GREAT Presentation or Pitch
How to Create an INSANELY GREAT Presentation or Pitch
 

Viewers also liked

Using Twitter in B2B Marketing
Using Twitter in B2B MarketingUsing Twitter in B2B Marketing
Using Twitter in B2B MarketingVelocity Partners
 
The Art of Compromise: it's an agency/client thing
The Art of Compromise: it's an agency/client thingThe Art of Compromise: it's an agency/client thing
The Art of Compromise: it's an agency/client thingVelocity Partners
 
Crap. The Content Marketing Deluge.
Crap. The Content Marketing Deluge.Crap. The Content Marketing Deluge.
Crap. The Content Marketing Deluge.Velocity Partners
 
What Would Steve Do? 10 Lessons from the World's Most Captivating Presenters
What Would Steve Do? 10 Lessons from the World's Most Captivating PresentersWhat Would Steve Do? 10 Lessons from the World's Most Captivating Presenters
What Would Steve Do? 10 Lessons from the World's Most Captivating PresentersHubSpot
 
The Search for Meaning in B2B Marketing
The Search for Meaning in B2B MarketingThe Search for Meaning in B2B Marketing
The Search for Meaning in B2B MarketingVelocity Partners
 
Clean technology and sustainability trends dec 2013
Clean technology and sustainability trends dec 2013Clean technology and sustainability trends dec 2013
Clean technology and sustainability trends dec 2013Frederic De Meyer
 
Think clean go green - Sofia Carlsson
Think clean go green - Sofia CarlssonThink clean go green - Sofia Carlsson
Think clean go green - Sofia CarlssonCaroline Eriksson
 
Does 'Green' Marketing Really Work? What a recent experiment uncovered about ...
Does 'Green' Marketing Really Work? What a recent experiment uncovered about ...Does 'Green' Marketing Really Work? What a recent experiment uncovered about ...
Does 'Green' Marketing Really Work? What a recent experiment uncovered about ...MarketingExperiments
 
Think Clean Go Green - Sara Israelsson
Think Clean Go Green - Sara IsraelssonThink Clean Go Green - Sara Israelsson
Think Clean Go Green - Sara IsraelssonCaroline Eriksson
 
Anu Solar How Green is Your Company
Anu Solar How Green is Your CompanyAnu Solar How Green is Your Company
Anu Solar How Green is Your Companyanusolarpower
 
How Green Building Can Save Your Company
How Green Building Can Save Your CompanyHow Green Building Can Save Your Company
How Green Building Can Save Your Companybthompson
 
Going Green At Work Help Save Earthorg
Going Green At Work   Help Save EarthorgGoing Green At Work   Help Save Earthorg
Going Green At Work Help Save Earthorghelpsaveearth
 
The Health and Learning Benefits of Green Schools for Our Children
The Health and Learning Benefits of Green Schools for Our ChildrenThe Health and Learning Benefits of Green Schools for Our Children
The Health and Learning Benefits of Green Schools for Our ChildrenBenBeckers
 
Values, Work & Technology
Values, Work & TechnologyValues, Work & Technology
Values, Work & TechnologyWalter Ratliff
 

Viewers also liked (20)

Memories
MemoriesMemories
Memories
 
Using Twitter in B2B Marketing
Using Twitter in B2B MarketingUsing Twitter in B2B Marketing
Using Twitter in B2B Marketing
 
The Art of Compromise: it's an agency/client thing
The Art of Compromise: it's an agency/client thingThe Art of Compromise: it's an agency/client thing
The Art of Compromise: it's an agency/client thing
 
Crap. The Content Marketing Deluge.
Crap. The Content Marketing Deluge.Crap. The Content Marketing Deluge.
Crap. The Content Marketing Deluge.
 
What Would Steve Do? 10 Lessons from the World's Most Captivating Presenters
What Would Steve Do? 10 Lessons from the World's Most Captivating PresentersWhat Would Steve Do? 10 Lessons from the World's Most Captivating Presenters
What Would Steve Do? 10 Lessons from the World's Most Captivating Presenters
 
The Search for Meaning in B2B Marketing
The Search for Meaning in B2B MarketingThe Search for Meaning in B2B Marketing
The Search for Meaning in B2B Marketing
 
Clean technology and sustainability trends dec 2013
Clean technology and sustainability trends dec 2013Clean technology and sustainability trends dec 2013
Clean technology and sustainability trends dec 2013
 
Entrepreneurs Are Burning Earth
Entrepreneurs Are Burning EarthEntrepreneurs Are Burning Earth
Entrepreneurs Are Burning Earth
 
Think clean go green - Sofia Carlsson
Think clean go green - Sofia CarlssonThink clean go green - Sofia Carlsson
Think clean go green - Sofia Carlsson
 
Visit to denmark
Visit to denmarkVisit to denmark
Visit to denmark
 
Eco storming
Eco stormingEco storming
Eco storming
 
Does 'Green' Marketing Really Work? What a recent experiment uncovered about ...
Does 'Green' Marketing Really Work? What a recent experiment uncovered about ...Does 'Green' Marketing Really Work? What a recent experiment uncovered about ...
Does 'Green' Marketing Really Work? What a recent experiment uncovered about ...
 
Think Clean Go Green - Sara Israelsson
Think Clean Go Green - Sara IsraelssonThink Clean Go Green - Sara Israelsson
Think Clean Go Green - Sara Israelsson
 
Anu Solar How Green is Your Company
Anu Solar How Green is Your CompanyAnu Solar How Green is Your Company
Anu Solar How Green is Your Company
 
How Green Building Can Save Your Company
How Green Building Can Save Your CompanyHow Green Building Can Save Your Company
How Green Building Can Save Your Company
 
Think clean – go green 1
Think clean – go green 1Think clean – go green 1
Think clean – go green 1
 
Going Green At Work Help Save Earthorg
Going Green At Work   Help Save EarthorgGoing Green At Work   Help Save Earthorg
Going Green At Work Help Save Earthorg
 
The Health and Learning Benefits of Green Schools for Our Children
The Health and Learning Benefits of Green Schools for Our ChildrenThe Health and Learning Benefits of Green Schools for Our Children
The Health and Learning Benefits of Green Schools for Our Children
 
Going Green!
Going Green!Going Green!
Going Green!
 
Values, Work & Technology
Values, Work & TechnologyValues, Work & Technology
Values, Work & Technology
 

Similar to Clean Tech & Green Tech Marketing

Avoiding greenwash and the Triple Bottom Line
Avoiding greenwash and the Triple Bottom LineAvoiding greenwash and the Triple Bottom Line
Avoiding greenwash and the Triple Bottom LineBusiness Link
 
TechSoup Global CEO Rebecca Masisak "Big Ideas" session at NTC14
TechSoup Global CEO Rebecca Masisak "Big Ideas" session at NTC14TechSoup Global CEO Rebecca Masisak "Big Ideas" session at NTC14
TechSoup Global CEO Rebecca Masisak "Big Ideas" session at NTC14TechSoup
 
AMA Nonprofit Strategy Session
AMA Nonprofit Strategy SessionAMA Nonprofit Strategy Session
AMA Nonprofit Strategy SessionDarren Ryan
 
Your Creative & Sustainability: Integrating Brand, Direct, and Green Power
Your Creative & Sustainability: Integrating Brand, Direct, and Green PowerYour Creative & Sustainability: Integrating Brand, Direct, and Green Power
Your Creative & Sustainability: Integrating Brand, Direct, and Green PowerVivastream
 
Digital marketing & new media.ver3
Digital marketing & new media.ver3Digital marketing & new media.ver3
Digital marketing & new media.ver3JamSantos
 
Your creative & sustainability integrating brand, direct, and green power
Your creative & sustainability integrating brand, direct, and green powerYour creative & sustainability integrating brand, direct, and green power
Your creative & sustainability integrating brand, direct, and green powerVivastream
 
Digital marketing & new media.ver3
Digital marketing & new media.ver3Digital marketing & new media.ver3
Digital marketing & new media.ver3JamSantos
 
LEAP: Vail ROUNDTABLE Roundup
LEAP: Vail ROUNDTABLE RoundupLEAP: Vail ROUNDTABLE Roundup
LEAP: Vail ROUNDTABLE RoundupDaniel Williams
 
Philip kotler marketing_3.0_seminar_april_4_2011
Philip kotler marketing_3.0_seminar_april_4_2011Philip kotler marketing_3.0_seminar_april_4_2011
Philip kotler marketing_3.0_seminar_april_4_2011snehalpurohit
 
Philip kotler marketing_3.0_seminar_april_4_2011
Philip kotler marketing_3.0_seminar_april_4_2011Philip kotler marketing_3.0_seminar_april_4_2011
Philip kotler marketing_3.0_seminar_april_4_2011snehalpurohit
 
A/E/C Marketing: How to Market Green When Everyone Else Is
A/E/C Marketing: How to Market Green When Everyone Else IsA/E/C Marketing: How to Market Green When Everyone Else Is
A/E/C Marketing: How to Market Green When Everyone Else Issubstance151
 
Artesian Connections 18
Artesian Connections 18Artesian Connections 18
Artesian Connections 18Stuart Newton
 
Social Marketing Breakfast 1 June: More sales, less cost thanks to a particip...
Social Marketing Breakfast 1 June: More sales, less cost thanks to a particip...Social Marketing Breakfast 1 June: More sales, less cost thanks to a particip...
Social Marketing Breakfast 1 June: More sales, less cost thanks to a particip...Brandialog / Dialog Solutions
 
Making Green Work For You!
Making Green Work For You!Making Green Work For You!
Making Green Work For You!nesmia
 
Moving Sustainability Forward: A Road Map for Consumer Markets
Moving Sustainability Forward: A Road Map for Consumer MarketsMoving Sustainability Forward: A Road Map for Consumer Markets
Moving Sustainability Forward: A Road Map for Consumer MarketsJacquelyn Ottman
 

Similar to Clean Tech & Green Tech Marketing (20)

Avoiding greenwash and the Triple Bottom Line
Avoiding greenwash and the Triple Bottom LineAvoiding greenwash and the Triple Bottom Line
Avoiding greenwash and the Triple Bottom Line
 
TechSoup Global CEO Rebecca Masisak "Big Ideas" session at NTC14
TechSoup Global CEO Rebecca Masisak "Big Ideas" session at NTC14TechSoup Global CEO Rebecca Masisak "Big Ideas" session at NTC14
TechSoup Global CEO Rebecca Masisak "Big Ideas" session at NTC14
 
Inverting brand paradigms
Inverting brand paradigmsInverting brand paradigms
Inverting brand paradigms
 
AMA Nonprofit Strategy Session
AMA Nonprofit Strategy SessionAMA Nonprofit Strategy Session
AMA Nonprofit Strategy Session
 
Your Creative & Sustainability: Integrating Brand, Direct, and Green Power
Your Creative & Sustainability: Integrating Brand, Direct, and Green PowerYour Creative & Sustainability: Integrating Brand, Direct, and Green Power
Your Creative & Sustainability: Integrating Brand, Direct, and Green Power
 
Digital marketing & new media.ver3
Digital marketing & new media.ver3Digital marketing & new media.ver3
Digital marketing & new media.ver3
 
Your creative & sustainability integrating brand, direct, and green power
Your creative & sustainability integrating brand, direct, and green powerYour creative & sustainability integrating brand, direct, and green power
Your creative & sustainability integrating brand, direct, and green power
 
The innovation challenge
The innovation challengeThe innovation challenge
The innovation challenge
 
Bill Eggers - Innovation In Government
Bill Eggers - Innovation In GovernmentBill Eggers - Innovation In Government
Bill Eggers - Innovation In Government
 
Digital marketing & new media.ver3
Digital marketing & new media.ver3Digital marketing & new media.ver3
Digital marketing & new media.ver3
 
LEAP: Vail ROUNDTABLE Roundup
LEAP: Vail ROUNDTABLE RoundupLEAP: Vail ROUNDTABLE Roundup
LEAP: Vail ROUNDTABLE Roundup
 
Philip kotler marketing_3.0_seminar_april_4_2011
Philip kotler marketing_3.0_seminar_april_4_2011Philip kotler marketing_3.0_seminar_april_4_2011
Philip kotler marketing_3.0_seminar_april_4_2011
 
Philip kotler marketing_3.0_seminar_april_4_2011
Philip kotler marketing_3.0_seminar_april_4_2011Philip kotler marketing_3.0_seminar_april_4_2011
Philip kotler marketing_3.0_seminar_april_4_2011
 
A/E/C Marketing: How to Market Green When Everyone Else Is
A/E/C Marketing: How to Market Green When Everyone Else IsA/E/C Marketing: How to Market Green When Everyone Else Is
A/E/C Marketing: How to Market Green When Everyone Else Is
 
Artesian Connections 18
Artesian Connections 18Artesian Connections 18
Artesian Connections 18
 
Social Marketing Breakfast 1 June: More sales, less cost thanks to a particip...
Social Marketing Breakfast 1 June: More sales, less cost thanks to a particip...Social Marketing Breakfast 1 June: More sales, less cost thanks to a particip...
Social Marketing Breakfast 1 June: More sales, less cost thanks to a particip...
 
Core Lecture Lecture Presentation
Core Lecture   Lecture PresentationCore Lecture   Lecture Presentation
Core Lecture Lecture Presentation
 
Making Green Work For You!
Making Green Work For You!Making Green Work For You!
Making Green Work For You!
 
Moving Sustainability Forward: A Road Map for Consumer Markets
Moving Sustainability Forward: A Road Map for Consumer MarketsMoving Sustainability Forward: A Road Map for Consumer Markets
Moving Sustainability Forward: A Road Map for Consumer Markets
 
Peggy Bronn
Peggy BronnPeggy Bronn
Peggy Bronn
 

More from Velocity Partners

Irresistible content for immovable prospects
Irresistible content for immovable prospectsIrresistible content for immovable prospects
Irresistible content for immovable prospectsVelocity Partners
 
Three Poisonous B2B Marketing Metaphors
Three Poisonous B2B Marketing Metaphors Three Poisonous B2B Marketing Metaphors
Three Poisonous B2B Marketing Metaphors Velocity Partners
 
Velocity's CMI Orange Awards entry 2012
Velocity's CMI Orange Awards entry 2012Velocity's CMI Orange Awards entry 2012
Velocity's CMI Orange Awards entry 2012Velocity Partners
 
The B2B Content Marketing Workbook
The B2B Content Marketing WorkbookThe B2B Content Marketing Workbook
The B2B Content Marketing WorkbookVelocity Partners
 
The Velocity B2B Marketing Tube Map
The Velocity B2B Marketing Tube MapThe Velocity B2B Marketing Tube Map
The Velocity B2B Marketing Tube MapVelocity Partners
 

More from Velocity Partners (7)

Strong but wrong
Strong but wrongStrong but wrong
Strong but wrong
 
Irresistible content for immovable prospects
Irresistible content for immovable prospectsIrresistible content for immovable prospects
Irresistible content for immovable prospects
 
Three Poisonous B2B Marketing Metaphors
Three Poisonous B2B Marketing Metaphors Three Poisonous B2B Marketing Metaphors
Three Poisonous B2B Marketing Metaphors
 
Velocity's CMI Orange Awards entry 2012
Velocity's CMI Orange Awards entry 2012Velocity's CMI Orange Awards entry 2012
Velocity's CMI Orange Awards entry 2012
 
The B2B Content Marketing Workbook
The B2B Content Marketing WorkbookThe B2B Content Marketing Workbook
The B2B Content Marketing Workbook
 
The Velocity B2B Marketing Tube Map
The Velocity B2B Marketing Tube MapThe Velocity B2B Marketing Tube Map
The Velocity B2B Marketing Tube Map
 
Extreme B2B Marketing
Extreme B2B MarketingExtreme B2B Marketing
Extreme B2B Marketing
 

Recently uploaded

The Art of the Possible with Graph by Dr Jim Webber Neo4j.pptx
The Art of the Possible with Graph by Dr Jim Webber Neo4j.pptxThe Art of the Possible with Graph by Dr Jim Webber Neo4j.pptx
The Art of the Possible with Graph by Dr Jim Webber Neo4j.pptxNeo4j
 
Mastering Play Store App Listing and Optimization
Mastering Play Store App Listing and OptimizationMastering Play Store App Listing and Optimization
Mastering Play Store App Listing and OptimizationAppsthentic Technology
 
SKY Paradigms, change and cake: the steep curve of introducing new technologies
SKY Paradigms, change and cake: the steep curve of introducing new technologiesSKY Paradigms, change and cake: the steep curve of introducing new technologies
SKY Paradigms, change and cake: the steep curve of introducing new technologiesNeo4j
 
National Institute of Standards and Technology (NIST) Cybersecurity Framework...
National Institute of Standards and Technology (NIST) Cybersecurity Framework...National Institute of Standards and Technology (NIST) Cybersecurity Framework...
National Institute of Standards and Technology (NIST) Cybersecurity Framework...MichaelBenis1
 
Artificial Intelligence, Design, and More-than-Human Justice
Artificial Intelligence, Design, and More-than-Human JusticeArtificial Intelligence, Design, and More-than-Human Justice
Artificial Intelligence, Design, and More-than-Human JusticeJosh Gellers
 
Huntly presentation deck design for Behance
Huntly presentation deck design for BehanceHuntly presentation deck design for Behance
Huntly presentation deck design for Behancewhalesdesign
 
Utilising Energy Modelling for LCSF and PSDS Funding Applications
Utilising Energy Modelling for LCSF and PSDS Funding ApplicationsUtilising Energy Modelling for LCSF and PSDS Funding Applications
Utilising Energy Modelling for LCSF and PSDS Funding ApplicationsIES VE
 
KUBRICK Graphs: A journey from in vogue to success-ion
KUBRICK Graphs: A journey from in vogue to success-ionKUBRICK Graphs: A journey from in vogue to success-ion
KUBRICK Graphs: A journey from in vogue to success-ionNeo4j
 
Building Bridges: Merging RPA Processes, UiPath Apps, and Data Service to bu...
Building Bridges:  Merging RPA Processes, UiPath Apps, and Data Service to bu...Building Bridges:  Merging RPA Processes, UiPath Apps, and Data Service to bu...
Building Bridges: Merging RPA Processes, UiPath Apps, and Data Service to bu...DianaGray10
 
AGFM - Toyota Coaster 1HZ Install Guide.pdf
AGFM - Toyota Coaster 1HZ Install Guide.pdfAGFM - Toyota Coaster 1HZ Install Guide.pdf
AGFM - Toyota Coaster 1HZ Install Guide.pdfRodneyThomas28
 
Confoo 2024 Gettings started with OpenAI and data science
Confoo 2024 Gettings started with OpenAI and data scienceConfoo 2024 Gettings started with OpenAI and data science
Confoo 2024 Gettings started with OpenAI and data scienceSusan Ibach
 
Mind your App Footprint 🐾⚡️🌱 (@FlutterHeroes 2024)
Mind your App Footprint 🐾⚡️🌱 (@FlutterHeroes 2024)Mind your App Footprint 🐾⚡️🌱 (@FlutterHeroes 2024)
Mind your App Footprint 🐾⚡️🌱 (@FlutterHeroes 2024)François
 
Enterprise Architecture As Strategy - Book Review
Enterprise Architecture As Strategy - Book ReviewEnterprise Architecture As Strategy - Book Review
Enterprise Architecture As Strategy - Book ReviewAshraf Fouad
 
ASTRAZENECA. Knowledge Graphs Powering a Fast-moving Global Life Sciences Org...
ASTRAZENECA. Knowledge Graphs Powering a Fast-moving Global Life Sciences Org...ASTRAZENECA. Knowledge Graphs Powering a Fast-moving Global Life Sciences Org...
ASTRAZENECA. Knowledge Graphs Powering a Fast-moving Global Life Sciences Org...Neo4j
 
Roundtable_-_API_Research__Testing_Tools.pdf
Roundtable_-_API_Research__Testing_Tools.pdfRoundtable_-_API_Research__Testing_Tools.pdf
Roundtable_-_API_Research__Testing_Tools.pdfMostafa Higazy
 
Act Like an Owner, Challenge Like a VC by former CPO, Tripadvisor
Act Like an Owner,  Challenge Like a VC by former CPO, TripadvisorAct Like an Owner,  Challenge Like a VC by former CPO, Tripadvisor
Act Like an Owner, Challenge Like a VC by former CPO, TripadvisorProduct School
 
Dev Dives: Leverage APIs and Gen AI to power automations for RPA and software...
Dev Dives: Leverage APIs and Gen AI to power automations for RPA and software...Dev Dives: Leverage APIs and Gen AI to power automations for RPA and software...
Dev Dives: Leverage APIs and Gen AI to power automations for RPA and software...UiPathCommunity
 
Harnessing the Power of GenAI for Exceptional Product Outcomes by Booking.com...
Harnessing the Power of GenAI for Exceptional Product Outcomes by Booking.com...Harnessing the Power of GenAI for Exceptional Product Outcomes by Booking.com...
Harnessing the Power of GenAI for Exceptional Product Outcomes by Booking.com...Product School
 
Synergy in Leadership and Product Excellence: A Blueprint for Growth by CPO, ...
Synergy in Leadership and Product Excellence: A Blueprint for Growth by CPO, ...Synergy in Leadership and Product Excellence: A Blueprint for Growth by CPO, ...
Synergy in Leadership and Product Excellence: A Blueprint for Growth by CPO, ...Product School
 
LF Energy Webinar: Introduction to TROLIE
LF Energy Webinar: Introduction to TROLIELF Energy Webinar: Introduction to TROLIE
LF Energy Webinar: Introduction to TROLIEDanBrown980551
 

Recently uploaded (20)

The Art of the Possible with Graph by Dr Jim Webber Neo4j.pptx
The Art of the Possible with Graph by Dr Jim Webber Neo4j.pptxThe Art of the Possible with Graph by Dr Jim Webber Neo4j.pptx
The Art of the Possible with Graph by Dr Jim Webber Neo4j.pptx
 
Mastering Play Store App Listing and Optimization
Mastering Play Store App Listing and OptimizationMastering Play Store App Listing and Optimization
Mastering Play Store App Listing and Optimization
 
SKY Paradigms, change and cake: the steep curve of introducing new technologies
SKY Paradigms, change and cake: the steep curve of introducing new technologiesSKY Paradigms, change and cake: the steep curve of introducing new technologies
SKY Paradigms, change and cake: the steep curve of introducing new technologies
 
National Institute of Standards and Technology (NIST) Cybersecurity Framework...
National Institute of Standards and Technology (NIST) Cybersecurity Framework...National Institute of Standards and Technology (NIST) Cybersecurity Framework...
National Institute of Standards and Technology (NIST) Cybersecurity Framework...
 
Artificial Intelligence, Design, and More-than-Human Justice
Artificial Intelligence, Design, and More-than-Human JusticeArtificial Intelligence, Design, and More-than-Human Justice
Artificial Intelligence, Design, and More-than-Human Justice
 
Huntly presentation deck design for Behance
Huntly presentation deck design for BehanceHuntly presentation deck design for Behance
Huntly presentation deck design for Behance
 
Utilising Energy Modelling for LCSF and PSDS Funding Applications
Utilising Energy Modelling for LCSF and PSDS Funding ApplicationsUtilising Energy Modelling for LCSF and PSDS Funding Applications
Utilising Energy Modelling for LCSF and PSDS Funding Applications
 
KUBRICK Graphs: A journey from in vogue to success-ion
KUBRICK Graphs: A journey from in vogue to success-ionKUBRICK Graphs: A journey from in vogue to success-ion
KUBRICK Graphs: A journey from in vogue to success-ion
 
Building Bridges: Merging RPA Processes, UiPath Apps, and Data Service to bu...
Building Bridges:  Merging RPA Processes, UiPath Apps, and Data Service to bu...Building Bridges:  Merging RPA Processes, UiPath Apps, and Data Service to bu...
Building Bridges: Merging RPA Processes, UiPath Apps, and Data Service to bu...
 
AGFM - Toyota Coaster 1HZ Install Guide.pdf
AGFM - Toyota Coaster 1HZ Install Guide.pdfAGFM - Toyota Coaster 1HZ Install Guide.pdf
AGFM - Toyota Coaster 1HZ Install Guide.pdf
 
Confoo 2024 Gettings started with OpenAI and data science
Confoo 2024 Gettings started with OpenAI and data scienceConfoo 2024 Gettings started with OpenAI and data science
Confoo 2024 Gettings started with OpenAI and data science
 
Mind your App Footprint 🐾⚡️🌱 (@FlutterHeroes 2024)
Mind your App Footprint 🐾⚡️🌱 (@FlutterHeroes 2024)Mind your App Footprint 🐾⚡️🌱 (@FlutterHeroes 2024)
Mind your App Footprint 🐾⚡️🌱 (@FlutterHeroes 2024)
 
Enterprise Architecture As Strategy - Book Review
Enterprise Architecture As Strategy - Book ReviewEnterprise Architecture As Strategy - Book Review
Enterprise Architecture As Strategy - Book Review
 
ASTRAZENECA. Knowledge Graphs Powering a Fast-moving Global Life Sciences Org...
ASTRAZENECA. Knowledge Graphs Powering a Fast-moving Global Life Sciences Org...ASTRAZENECA. Knowledge Graphs Powering a Fast-moving Global Life Sciences Org...
ASTRAZENECA. Knowledge Graphs Powering a Fast-moving Global Life Sciences Org...
 
Roundtable_-_API_Research__Testing_Tools.pdf
Roundtable_-_API_Research__Testing_Tools.pdfRoundtable_-_API_Research__Testing_Tools.pdf
Roundtable_-_API_Research__Testing_Tools.pdf
 
Act Like an Owner, Challenge Like a VC by former CPO, Tripadvisor
Act Like an Owner,  Challenge Like a VC by former CPO, TripadvisorAct Like an Owner,  Challenge Like a VC by former CPO, Tripadvisor
Act Like an Owner, Challenge Like a VC by former CPO, Tripadvisor
 
Dev Dives: Leverage APIs and Gen AI to power automations for RPA and software...
Dev Dives: Leverage APIs and Gen AI to power automations for RPA and software...Dev Dives: Leverage APIs and Gen AI to power automations for RPA and software...
Dev Dives: Leverage APIs and Gen AI to power automations for RPA and software...
 
Harnessing the Power of GenAI for Exceptional Product Outcomes by Booking.com...
Harnessing the Power of GenAI for Exceptional Product Outcomes by Booking.com...Harnessing the Power of GenAI for Exceptional Product Outcomes by Booking.com...
Harnessing the Power of GenAI for Exceptional Product Outcomes by Booking.com...
 
Synergy in Leadership and Product Excellence: A Blueprint for Growth by CPO, ...
Synergy in Leadership and Product Excellence: A Blueprint for Growth by CPO, ...Synergy in Leadership and Product Excellence: A Blueprint for Growth by CPO, ...
Synergy in Leadership and Product Excellence: A Blueprint for Growth by CPO, ...
 
LF Energy Webinar: Introduction to TROLIE
LF Energy Webinar: Introduction to TROLIELF Energy Webinar: Introduction to TROLIE
LF Energy Webinar: Introduction to TROLIE
 

Clean Tech & Green Tech Marketing

  • 1. Marketing clean technology & green technology The B2B marketing challenge
  • 2. It’s on the agenda. Billions invested in green tech Al Gore joins Kleiner Perkins Clean tech blog action zooming up the Technorati charts
  • 3. The triple bottom line Financial Environmental Social A new corporate agenda = a new opportunity for clean tech & green tech
  • 4. It’s disruption time. Clean tech is perfectly positioned to attack entrenched tech. New metrics open new markets.
  • 5. A different kind of tech marketing. New audiences New messages New competitors New context
  • 6. • Governments • Public sector agencies • Utilities •  The media •  Consumers • Analysts • The financial community New audiences
  • 7. • The green/clean story • Alongside normal ROI • New metrics new proof points new validators New messages
  • 8. • Not just direct • Substitutes, too • Who may be subsidized New competitors
  • 9. • Under the microscope • The green radar screen New context
  • 11. Balance your green story with your commercial story Most buyers still have bottom-line motivators
  • 12. Be scrupulous Success depends on credibility & authenticity. Don’t puff the numbers and don’t smear the facts. Never fake it.
  • 13. Beware of ‘Parapet Risk’ • Being accused of greenwashing • Being held to a higher standard than non-green peers Body Shop were criticized more than Wal-Mart on green issues!
  • 14. Prove your commitment don’t just claim it. • Walk the green talk • Get a green audit • Cut travel & waste • Promote recycling • Look at your whole carbon footprint • Think 360˚
  • 15. Make your claims meaningful and dramatic. Give politicians the stories they need: “ Saves the equivalent of a new power station each year.” “ Enough to power Omaha and Oslo.”
  • 16. Lobby hard Work the influencers: politicians and the media. Use your embassies overseas.
  • 17. But lobby intelligently. Don’t alienate your buyers by overtly going over their heads to apply pressure.
  • 18. Use social media. A powerful new tool for engagement with your audiences. Use it to listen and to help shape the debate.
  • 19. Don’t be afraid of passion. It’s okay to show you really care about the benefits your technology delivers to society and the planet. A dull, clinical tone wastes a major asset.
  • 20. Pass the positioning test: Relevant: adds real value Available: it’s unique Attainable: it’s credible
  • 21. It’s a balancing act. Big claims vs credible support Vision vs practicality Greenness vs ROI Altruism vs Authenticity
  • 22. Don’t go it alone. Find a partner who has been there before...
  • 23. About us Velocity is a B2B marketing agency with a growing clean tech/green tech practice. We bring a fresh spin to digital marketing, including content marketing, social media, online pr, demand generation, lead nurturing and anything that can help tech companies break through, get heard, motivate markets, generate leads and win business.