Insights From Canada’s Climate Tech Scene
Explore Canada's climate tech scene through the lens of Melanie Adamson as she details her insights from StartupFest and AESP SummerCon.
Insights From Canada’s Climate Tech Scene
Blogs
Go-to-Market Strategy vs. Marketing Strategy
Go-to-Market Strategy vs. Marketing Strategy
Why it’s dangerous to confuse the two when growing a climate tech business “Go-to-Market Strategy” and "Marketing Strategy" are often thrown about interchangeably, especially at the early stages of company growth. And while in early-stage companies, these two...
5 Things Climate Tech Startups Should Know About Growth Marketing
5 Things Climate Tech Startups Should Know About Growth Marketing
Scaling any startup is a challenge, and climate tech entrepreneurs face a uniquely difficult set of obstacles. The often-referenced "Four Valleys of Death" – turning a breakthrough technology into a startup, finding product-market fit, getting market validation for...
5 Key Takeaways from Our Climate Tech Media Relations Webinar
5 Key Takeaways from Our Climate Tech Media Relations Webinar
With the majority of journalists receiving hundreds of business-related emails a day, getting media coverage for your climate tech company can seem like a daunting task. Yet, with the benefits of good PR and the pressing need to scale climate solutions, it’s...
Four Key Ingredients for a Successful Partnership Marketing Strategy in Climate Tech
Four Key Ingredients for a Successful Partnership Marketing Strategy in Climate Tech
Takeaways and lessons learned from Alder’s recent webinar on Partnership Marketing from top climate tech experts.
Five Best Practices for 2022 Events
Five Best Practices for 2022 Events
Key takeaways and lessons learned during Alder’s Q1 webinar series Events are a powerful community engagement channel and can be a major source of business growth. On March 7, we enjoyed hosting a webinar on “Climate Tech Events Strategy 2022” with Kristan Kirsh,...
An Environmental Scientist’s Venture into Marketing
An Environmental Scientist’s Venture into Marketing
Will they like me? Do I even have the credentials to apply? I study science, not marketing. How could I even be of service to them? These were my thoughts back in October 2021 when I first saw that Alder & Co. was looking for an apprentice. Hello, my name...
Defining Your Marketing Tech Stack
Defining Your Marketing Tech Stack
What to consider when building a foundation of marketing tech tools A marketing stack, also known as a marketing technology stack or MarTech stack, is a group of software applications that companies combine to manage and improve their marketing. MarTech is meant to...
How to Build Your Marketing Tech Stack for Climate
How to Build Your Marketing Tech Stack for Climate
Having the right marketing tech stack in place will make your marketing more efficient and easier to prove ROI. But how do you decide?
How to Consider B2B Channels for Climate Tech Marketing
How to Consider B2B Channels for Climate Tech Marketing
Finding your channel portfolio mix While the channels for B2B marketing will be somewhat different from B2C marketing, the principles are the same. A large part of your channel decisions is based on where your audience is watching, reading, listening or has...
