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Modern Cleantech Marketing Guide + [B2B Marketing Checklist]

8 min. read

B2B Purchase Decisions In Cleantech And The Digital-Social Criticality Scale

Across clean economy sectors, the sales and marketing teams we talk to share a growing frustration: it’s gotten harder to get renewable energy customer prospects to engage during the marketing process. They’re all too familiar with sending that seventh “touch base” email to a prospect they’ve connected with at the trade show and hearing nothing back. This experience has three main sources: what we’re calling the “VAR Phenomenon” (Volume, Attention, Relevance), and it's increasingly becoming a challenge in the smartphone age.

Topics: Marketing & Communications Digital Media & Advertising

B2B Social Media For Cleantech Companies: The Ultimate Guide + a FREE B2B Social Media Checklist

8 min. read
This article was updated in March 2022 to reflect industry changes.

 

Why Should Cleantech Companies Invest In Social Media?

Spoiler alert: We’ve found that almost every wind energy company is using social media as a limited distribution platform. That’s understandable, because social is great for distribution as the first, highly targeted yet far-reaching platform. And there’s the lure of social media’s lightning-in-a-bottle potential to “go viral,” organically attracting massive numbers of eyeballs with only a modest initial investment.

Yet most wind company programs are leaving on the table the real potential for social media… targeted engagement. Social media is definitely cheap distribution, though for all but a few (like the Federal Reserve), a distribution-centric strategy can’t hold audience attention. There’s too much content and too many voices vying for a finite pool of people’s attention.

The potential for long-term attention through social media lies in targeted engagement, with networks of people investing their time and attention in a company’s products, policies and successes. But the engaged have to find value in engaging. And one of the surest value propositions is not just being responded to, but having impacts on brands, products and policies.

Many companies are already engaging – see ratings from Uber drivers and riders. The trend is underway elsewhere. You can accessorize the car model of your choice, and it’s a sure bet that car companies are using the resulting data to time when customer online input will drive which decisions to make on which models. Others are on the threshold: with only half the daily newspaper reporters on staff as compared to 20 years ago, the news industry continues its financial slide because readers won’t pay the full cost of professional reporting. It’s being argued that news reporting’s most viable path is having readers choose what gets reported in the first place. You get the idea.

The point is that value-add engagement is only secured through a two-way conversation that matters. The buzz phrase is “democratized ownership.” It’s rare right now in high-ticket B2B sales, though the potential value remains. However, those benefits will only be reaped through well-designed, intensively managed social engagement programs. They aren’t cheap, but we see distribution-only tactics beginning to cost the wind industry more in opportunity than targeted engagement will require.

Topics: Marketing & Communications Digital Media & Advertising

End of Year Cleantech Editors Roundtable

1 min. read

Fellow Cleantechers, we’re back with the Cleantech Editors Roundtable, Episode SIX. Don't miss this last episode of 2021. 

Topics: Digital Media & Advertising Thought Leadership

DesignRush Names Tigercomm In List Of Top 5 Digital Marketing Agencies In DC

0 min. read

Thank you DesignRush for ranking Tigercomm in their list of the Top 5 Digital Marketing Agencies In Washington D.C.
 
We are excited to be acknowledged for the extraordinary impact our hard work has on the people we help and communities we serve.

Check out the full list here: Digital Marketing Agencies In Washington D.C.

Topics: Marketing & Communications Digital Media & Advertising Inbound Marketing

On Freeing Energy Podcast, We Discuss Clean Economy Marketing Paradox

1 min. read

Thanks to Bill Nussey of The Freeing Energy Project's podcast. We’re fans of the work Bill’s doing, and he fingered us as advocates for "strategic brevity" and how it can help #cleanenergy scaling through better #marcom. Highlights:

Topics: Marketing & Communications Digital Media & Advertising Thought Leadership

The Great Solar Migration: How Stronger Brands Can Help Solar Move Out From Under Commoditization

2 min. read

I’m fired up about being a speaker at Solar Power International, now part of North American Smart Energy Week. Our presentation was based on an analysis and set of interviews with industry leaders on what the industry can do about profit pressure from commoditization.

Topics: Clean Economy Digital Media & Advertising Thought Leadership Company Announcements

Cleantech Editors Roundtable - Episode 2

0 min. read

The quarterly Cleantech Editors Roundtable is back! We recently hosted the second roundtable discussion with our guests: Catherine Morehouse of Industry Drive; Darius Snieckus of Recharge News; Heather Clancy of GreenBiz; Jennifer Runyon Clarion Events; Yann Brandt of Solar Wake Up; Zachary Shahan of Cleantechnica.

The panel discussed the future of renewable energy, fossil fuels, and how the pandemic is reshaping the industry.

Topics: Clean Economy Digital Media & Advertising Thought Leadership Company Announcements

Why Steer Into Rough Seas? Helping Help Offshore Wind Avoid Community Acceptance Problems

2 min. read

Offshore wind must effectively engage coastal communities. It can save money and avoid heartache through the lessons of other clean economy sectors.

"Solar and onshore/offshore wind developers. Download, read and take action.… You'll thank Mike Casey and me." – Susan Munroe, Director of Economic Development, Chambers for Innovation and Clean energy.

HubSpot Video

 

Topics: Clean Economy Digital Media & Advertising Thought Leadership Company Announcements

SunCast Appearance

1 min. read

Nickalus "Nico" Johnson and I had a great conversation about the state of #solar and #cleantech #marcom. His SunCast Podcast is a rising platform in the industry, and I was honored to be on with Nico again.

Topics: Clean Economy Digital Media & Advertising Thought Leadership Company Announcements

Cleantech News Site Editors on Emerging Utilities Model: Keep an Eye on Electric Vehicles

4 min. read
HubSpot Video

 

We’re proud to have hosted the editors of six leading clean economy news sites last month. It was the first time they’d convened to discuss trends in the sectors they cover. In our most recent post, we summarized trends the editors followed pre-pandemic and their predictions for how clean economy companies emerge post-pandemic.

However, the panel also focused on the emerging business model for utilities. That topic has received attention from Vox’s David Roberts (here and here), former FERC Chairman Jon Wellinghoff and Stanford’s Mark Jacobson, to name a few.

Topics: Clean Economy Digital Media & Advertising Thought Leadership Company Announcements