The Rise of Clean Technology

An avatar of the author

Doug Kessler

02. 12. 2007 | 2 min read

The Rise of Clean Technology

2 mins left

Get the newsletter

Raw, unfiltered, too-hot-for-Wordpress B2B marketing insights, straight to your inbox, every month.

The National Venture Capital Association (US) reports that Clean Technology is the hottest thing on Sand Hill Road. During the first three quarters of 2007, VCs poured $2.6 billion into clean tech startups, compared to $1.8 billion for all of 2006, and a mere $533 million in 2005…

Technology clearly got us all into this mess — let’s hope the VCs are backing some tech that can get us out.

Velocity is working with two clients with strong green benefits:

Bright Green Technology which is replacing fluorescent tubes in backlit advertising displays with cleaner, leaner, greener solid-state systems based on LED.

VNL makes solar powered GSM network infrastructure that will bring telecoms to rural India (and beyond) for the first time — and do it with minimal environmental impact (think solar).

Both are exciting companies that will make a difference and make profits on the way. In working with them, we’ve realised that green tech presents some interesting challenges that don’t always apply to general B2B tech marketing:

The need to balance the social and environmental messages with a strong commercial story.

The need to engage with an extended market ecosystem that includes not only customers, partners, the media and opinion-formers but governments and NGOs too.

The need to under-promise and over-deliver on all green claims. Sticking your head up and talking green makes you more of a target than companies who don’t even claim to give a damn (we call it ‘Parapet Risk’ because if you stick your head above it, you might just get it shot off).

We’re enjoying our work with our green clients enormously and are actively seeking more.

Published in:

  • b2b

  • clients

  • marketing

Enjoyed this article?
Take part in the discussion

Opt into our crap

We will send the latest stuff written just for B2B content marketers exactly like you. Sound good?

illustration of a an envolope

Related blog/content

How to break free from the benchmark trap

If you’re turning to industry benchmarks to set your performance goals – make sure you’re asking these two questions.

Agustin Rejon | 06. 09. 2023


There are no comments yet for this post. Why not be the first?

Leave a comment/reply

Hey look: a teeny-tiny cookie request. Would you mind? It’d help us out. Click here to read our privacy policy to see why. Or hit “customize” if you’re fancy like that.