Sustainable Easter Eggs & More

Author

John McEachen
March 28, 2024

This Month’s Issue:

  • Tracking your customers Sustainability Journey

  • Boosting B2B Marketing & Sales Productivity

  • Opportunity Signaling in the growing Sustainability Market

  • Leveraging Sustainability in Sales & Marketing

  • How Sustainable Easter Eggs are hatching a new tradition

Welcome to the March edition of "Growth Rings", a monthly newsletter to keep you up to date with the latest news, research and insight at the leading edge of growth in Sustainable Smart Innovation.   

We cover a wide range of topics that help technology and innovation professionals navigate interrelated and at times complex nature of subjects such as:

  • Sustainability

  • Net Zero 

  • Climate Change 

  • ESG (Environmental, Social, and Governance) 

  • AI and other data-centric technologies 

Sustainability for Marketing and Sales

Originally developed and deployed to great effect in the technology sector, the adoption curve applied to a new fast growing market is a valuable tool in understanding where your prospects stands in their sustainability journey. Combined with knowledge of the drivers and trends in this market provides valuable insights for the crafting of targeted marketing campaigns, identifying roles most likely to influence sustainable decisions. Businesses typically start their sustainability journey complying with regulations, gradually recognising the strategic value of sustainability, leading to its integration into corporate strategy. Mapping prospects to their sustainability journey stage enhances campaign relevance, ensuring messages meet clients exactly where they are, significantly improving marketing effectiveness and sales opportunities.

Boost B2B Marketing and Sales Productivity

Despite the economic downturn, businesses across sectors continue investing in sustainability, showcasing a shift in decision-making priorities towards ESG credentials. However, for sales and marketing professionals in the sustainability space, identifying and converting genuinely interested leads into sales is challenging. The market is competitive, and many companies' sustainability ambitions can be misleading, making it difficult to connect propositions with truly interested parties. Success lies in precision and strategic targeting, leveraging frameworks like the Technology Adoption Lifecycle Model to assess prospect readiness. Understanding a business's sustainability maturity and the genuine commitment of its executives is crucial for tailoring effective marketing and sales strategies, thus improving lead generation and conversion rates in the sustainability-driven market.

Signaling Innovation Opportunities in the growing Sustainability Business Market

February 2024 has seen a surge in commitments to sustainability, climate action, and ESG principles by leading companies across various sectors, indicating a significant shift towards responsible business practices. Notable examples include Barclays ceasing financing for new oil and gas fields, Nokia committing to net-zero emissions by 2040, and PFZW divesting from fossil fuel companies. These actions reflect a broader trend of integrating sustainability into corporate strategies, driven by the urgent need to address climate change and stakeholder pressures. For sales and marketing professionals, this shift underscores the importance of aligning with clients' ESG goals, signaling an opportunity to deepen relationships and expand business opportunities in an evolving market landscape focused on sustainability.

Leveraging Sustainability in Sales & Marketing

The sustainability landscape offers significant opportunities for sales and marketing professionals, with global investments in Net Zero expected to inject over £70 billion into the UK economy and open new markets worth billions in the EU by 2030. Yet, capturing these opportunities requires strategic sales and marketing approaches tailored to sustainability-driven markets. Our full blog highlights the importance of understanding the Adoption Curve and the "sustainability journey" of businesses to target key client audiences effectively. It emphasizes the need for sales teams to identify and engage with decision-makers within organisations based on their sustainability goals and priorities. Tailoring sales strategies to meet the diverse motivations of these decision-makers can significantly enhance lead conversion rates. As sustainability becomes increasingly central to business decisions, sales and marketing professionals must adapt to remain competitive and successful in this evolving market.

How Sustainable Easter Eggs Are Hatching a New Tradition in Eco-Friendly Celebrations

It may be too late for this year’s chocolate treats but every year, the range of environmentally friendly and ethically obtained Easter eggs improves, and this year has been remarkable in that regard. Whether it's vegan, Fairtrade, plastic-free, or eggs that come in compostable packaging, along with brands that contribute to social causes, the choices have never been more diverse. More crucially, sustainable eggs are becoming more accessible, with many brands now available on the UK high street. Perhaps worth checking out this time next year!

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