Understanding the B2B Green Marketing Landscape

June 17, 2014
1:00-2:00pm ET

Scot Case
Scot Case
Director, Markets
UL Environment, Inc.

Kirsten Ritchie
Kirsten Ritchie
Principal, Director of
Sustainable Design

Yalmaz Siddiqui
Yalmaz Siddiqui
Senior Director of
Environmental Strategy 
Office Depot

Joel Makower
Joel Makower
Executive Editor
GreenBiz Group

Marketing green products and services has always been challenging, but it is becoming more so. Customers want increasing amount of information yet insist on clear, simple messaging.

That’s especially true in the B2B marketplace, where corporate and institutional buyers are asking, or demanding, unprecedented amounts of information about products’ environmental and health attributes. They are no longer satisfied with general or generic information.

Moreover, different customers want to know different things, or in different ways. For example, a retail chain may have one set of environmental information needs, while its customers — whether businesses or consumers — may have an entirely different set.

Success in the B2B green marketplace requires understanding buyers’ expectations and needs, and the tools available to create metrics and messages that will engage them.

In this hour-long webcast, you’ll learn:

  • What kinds of information are being requested by a variety of audiences and why.
  • How companies can effectively utilize existing communication tools to deliver requested information in a compelling manner.
  • How one company is blazing the trail by providing attractive avenues to deliver information. 

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