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Wind developers agree: Project opponents organize online, but the developers don't

We recently conducted the first-ever review of the use of digital tools by Independent Power Producers’ (IPPs) to build community acceptance for wind farms in host communities.

Topics: Marketing & Communications

Multiplier Effect Amplifies Value of Video Marketing for Cleantech Communicators

We often hear from our clients and friends in cleantech that one of their biggest challenges is reaching and educating a wide and varied range of audiences. Whether it’s utility executives, corporate customers, policymakers or homeowners, an effective cleantech communicator can usually get to a win, given the opportunity to sit across the table and have a personal interaction. But your team can’t be everywhere at once, and it can be difficult to reach these audiences at scale and educate them on your company’s value proposition. 

Topics: Marketing & Communications

Cleantech Companies: Differentiate or Get Squeezed on Price

Cleantech executive teams are almost universally concerned with the impact of commoditization of their companies’ long-term growth. But if your product isn’t differentiated, then competing is just about winning on price – otherwise known as commoditization.

Topics: Marketing & Communications

No Time For Legacy: The New Digital Playbook for Cleantech Marketers

Across clean energy sectors, sales and marketing teams we talk to share a common challenge: It has gotten harder to get prospects to engage.

That’s because the ubiquitous use of digital platforms (think smartphones, tablets, Alexa) and abundance of published content has changed the way buyers are purchasing.

Consider your own buying behavior. The last time you went to purchase anything over $100, did you Google it first? Check the reviews or comps online?

Topics: Inbound Marketing Marketing & Communications

How to Solve Cleantech’s (All-Too-Common) Marketing Paradox

One of the great things about my job is talking to cleantech companies with cutting-edge technology, data-driven execution and great management.  

But it’s surprising how many of those companies build legacy marketing communications into their approach for engaging customer prospects.

Topics: Marketing & Communications

Cleantech companies face 5-part challenge to meet their sales goals

One of the main challenges new clients bring to Tigercomm is how to increase revenuethrough marketing communications (marcom). In the cleantech sector, high-ticket B2B sales have long lead times and often include a steep learning curve for potential buyers of cleantech products.

Topics: Inbound Marketing Marketing & Communications

Takeaways From Tigercomm’s 2017 Cleantech Leaders Survey

By Mike Casey and Noah Ginsberg

What were cleantech leaders thinking in 2017?

Earlier in the year, Tigercomm conducted a Cleantech Leaders Survey to shed light on the major trends that leading cleantech executives are seeing in the industry. All the participants were current CEOs, presidents, board members, or managing directors of leading cleantech companies.These views were gathered before passage of the major tax bill; nonetheless, we believe their insights remain relevant and illuminating, given the tax bill’s minimal impact on the companies these leaders run.

Topics: Clean Economy Marketing & Communications

Measuring what matters: How to know you’re on the path to success

It’s what matters most to marketing and sales teams in any industry: Measuring success.

Topics: Marketing & Communications Digital Media & Advertising

Vestas' Chris Brown to Wind Power Industry: Don't Be Distracted By Fear; Next Five Years Will Be Best Five Years of Your Life"

See below for video of Chris Brown of Vestas, keynoting the opening session on day two of WINDPOWER 2017, concluding today in Anaheim, CA. According to Brown, who is completing his tenure as Chair of the American Wind Energy Association (AWEA), the next five years will be the "best five years of your life" for the wind power industry. Brown adds: "So along with the success that we've been having, if you've become afraid, then I say good! Welcome to life as an energy industry disruptor." And Brown notes that "critics criticize...but ask yourself, why do those critics pay attention to us? Because we're a threat, because we're winning." A few more quotes from Brown's excellent speech:

Topics: Clean Economy Marketing & Communications

Why Wind and Cleantech Companies Have Left Digital-Social Marketing Power On Idle - And Why They Should Stop

By Mike Casey and Sarah Lippincott

Topics: Marketing & Communications