When you prepare for a major purchase, is your first step searching Google or calling a salesperson?

Consumer attitudes have changed. Buyers want to be educated before they talk to your sales team. They want to do the initial research on their own time. Too many in the cleantech sector still use legacy marketing tactics that neglect these changes in buyer behavior.

To disrupt legacy thinking and help cleantech communicators achieve greater business success, leading cleantech communications firm Tigercomm is releasing a new playbook: No Time For Legacy — How Clean Energy Companies Can Engage Customer Prospects Faster in an Attention-Scarce World.

Tigercomm President Mike Casey partnered with Director of Marketing and Digital Sarah Lippincott to create this cleantech industry playbook. The new release, Volume II of their “Market Better” series, demonstrates how the purchasing needs of today’s information-overloaded consumers are changing, which elevates the importance of priming sales prospects for success ahead of a sales call.

“Most cleantech companies we talk to find it harder to get prospects to pay attention,” said Casey. “We wrote this book because those applying legacy marketing strategies will continue to face challenges unless they adapt to changes in buyers’ purchasing habits. Tigercomm wants to help lighten the load for cleantech marketers.”

The playbook recognizes the unique needs of cleantech companies adapting to modern purchasing behaviors. Among the recommendations for clean energy marketers:

  • Deploy marketing and communications strategies closely aligned to your business objectives;
  • Produce compelling, educational content that speaks to your audience’s needs and interests;
  • Leverage digital tools to optimize sales team efforts, like alerts when prospects engage your online content; and
  • Follow the “80/20 rule”– speak 80% about your customer, 20% about yourself.

Tigercomm takes the process of attracting leads and converting them into customers, breaks it into four phases, and provides content recommendations for each phase of the buyer’s journey.

Download Tigercomm’s playbook HERE.

Want more like this?

Subscribe to get daily or weekly PR News updates from Bulldog Reporter

Bulldog Reporter

Bulldog Reporter

Bulldog Reporter is a leader in media intelligence supplying news, analysis and high-level training content to public relations and corporate communications professionals with the mission of helping these practitioners achieve superior competitive performance.


2019 tech trends and predictions from media experts

Now that 2018 is behind us, it’s time to look at how technology will continue to change the way the world operates in 2019. We turned to the experts—the reporters covering these issues every day—to find out what trends, technologies, companies, and topics will be top...

Consumer video streaming preferences—what’s working in 2019

New research from video cloud services provider Brightcove analyzes global consumer consumption preferences across generations when it comes to live and on-demand streaming video content. According to the firm’s 2018 Global Consumer Streaming Habits Survey, 58 percent...