The environmental, social and governance (ESG) market is taking off – and so is the conversation.
There’s plenty of opportunity on the table for technology providers. The market for green technology and sustainability is expected to hit $44B by 2028. Corporate spending on diversity, equity and inclusion (DE&I) initiatives is projected to double by 2026. But the ESG conversation is getting more crowded alongside this market growth.
Buyers are inundated daily with different takes on what’s most important and how to make an impact. To win in this market, providers first need to break through the noise and get buyers to embrace their vision for how to address ESG issues.
Here are four of Corporate Ink’s strategies to help you stand out, lead and influence in the ESG and sustainability technology market.
Seventy-seven percent of B2B marketers use educational content as the primary method for nurturing their audience. Too often, companies base this content off what they think is important. If you don’t source insights directly from your audience, you’ll struggle to gain meaningful attention and influence your buyers to act.
Monitor LinkedIn groups and online communities to understand the topics prospects are actively seeking advice on from their peers. Involve sales, customer success and other departments that interface directly with your customers and prospects in your content planning discussions. Strong content is a dialogue and truly reflects what is top of mind for your audience.
Great content on its own doesn’t move the needle. You need to get that content directly in front of your buyers in the right place and at the right time – and that means doing more than posting content to your blog or tweeting out the link.
Paid targeting is a great way to promote your best assets to your ideal customer targets, drive traffic and generate leads. In fact, 36% of marketers Corporate Ink surveyed said they’re considering elevating their content with paid social ads this year. There’s also plenty of opportunity on the organic side if paid channels aren’t in your budget. The key is understanding how and when your buyers like to consume content and then creating and distributing the content accordingly.
ESG stories are everywhere. From the SEC’s proposed ESG disclosure requirements to increasing pressure for companies to double down on DE&I, reporters at national and business media outlets are writing stories every day about real issues facing your customers.
Insert yourself into the conversation. Monitor for economic events that impact your customers and develop educational and compelling takes that add value to the story. Securing coverage in these outlets is a valuable way to get in front of your target buyers and reach executive decision-makers.
The right analysts and consultants can be major competitive weapons. Build partnerships with each of these groups as they both play a role across the technology selection process. Formally brief priority analysts at least once a year on company and product developments. Show consultants what’s possible with your technology. Getting on these influencers’ radars will go a long way for breaking through with potential buyers.