2026 Guide to Cleantech Marketing + Top Sales Agencies

Introduction

Cleantech marketing in 2026 sits at the intersection of rapid industry growth and evolving B2B buyer expectations. The global clean technology market is expanding at a remarkable pace – estimated at about $916 billion in 2024 and projected to reach $1.84 trillion by 2030 (12.7% CAGR) (1). This boom means more cleantech firms competing for attention, but also a larger audience of businesses seeking sustainable solutions. Senior B2B decision-makers today face a dual mandate: drive revenue and advance sustainability goals. Marketing strategies must therefore be data-driven, strategic, and actionable to resonate with both the “profit” and “planet” sides of the value proposition.

In this post, we dive deep into what makes cleantech marketing unique and how B2B marketers can capitalize on emerging trends in 2026. You’ll learn how cleantech marketing differs from general B2B marketing, the major challenges (and how to overcome them), and effective strategies – from content and outreach tactics to aligning sales teams – that drive growth in long sales cycles. We also highlight the channels working best for lead generation (spoiler: LinkedIn and email still reign, but with a sustainable twist) and profile top cleantech marketing providers (including Martal Group and other platforms) that can accelerate your results. Let’s explore how you can sharpen your cleantech marketing strategy for the year ahead.

What Is Cleantech Marketing and How Is It Different?

Cleantech marketing refers to the marketing of products and services in clean technology industries – renewable energy, sustainable materials, energy efficiency, electric vehicles, environmental SaaS, and more. At its core, it involves communicating both the business value and the environmental impact of an offering. This dual narrative makes cleantech marketing distinct from generic B2B marketing. In cleantech, you’re often selling innovation that challenges incumbents or traditional processes, meaning you must evangelize new eco-friendly solutions and educate the market while also proving ROI. Few other sectors require convincing your audience that doing good for the planet can also be good for business.

Several factors set cleantech marketing apart:

• Complex Stakeholder Ecosystem: B2B cleantech deals typically involve diverse decision-makers – e.g. sustainability officers, operations managers, engineers, procurement heads, even regulatory specialists (3). Each cares about different things (carbon reduction, technical reliability, compliance, cost savings), so your marketing must address a range of concerns. Generic one-size-fits-all messaging won’t cut it.
  
• Long, Educative Sales Cycles: High-ticket clean technology investments (like solar installations or energy management systems) come with long lead times and extensive due diligence (2). Customers often need to understand complex science or new tech concepts before they buy. This steep learning curve means marketers must provide educational content (white papers, webinars, demos) to nurture prospects through the journey (2). It also means the marketing-sales process is more prolonged and consultative than in many other industries.
  
• Mission and Metrics: In cleantech, you’re marketing with a mission. The story isn’t just about features or cost – it’s about environmental impact, regulatory alignment, and sustainability outcomes. For example, a procurement director evaluating a clean tech vendor will weigh sustainability ROI (emissions reduced per dollar) alongside financial ROI (3). Marketing must blend emotion and evidence – tapping into the aspirational appeal of a greener future while backing it up with data on efficiency, payback period, and compliance. Cleantech marketers often leverage certifications, pilot results, and case studies showing both economic gains and eco-benefits.
  
• Market Trust and Credibility: Given rising concerns about greenwashing, audiences are skeptical of vague “green” claims. Cleantech marketing demands a high level of transparency and technical credibility. Marketers must substantiate claims with hard statistics (e.g. “reduces energy costs by 30%”) and industry endorsements. Building thought leadership is key – for instance, publishing research or collaborating with recognized environmental bodies can set you apart as a trustworthy innovator.
  

In short, cleantech marketing means balancing innovation and education. It’s not just selling a product, but often selling a new way of doing things that benefits both business and environment. Marketers in this space need to be part storyteller (to inspire change), part engineer (to convey specs and compliance), and part strategist (to navigate complex B2B procurement processes). Next, we’ll examine the main challenges that come with this territory – and how to tackle them.

Key Challenges in Cleantech Marketing (and How to Overcome Them)

Marketing a clean energy or sustainability solution comes with some tough challenges. Understanding these pain points is the first step to addressing them in your strategy:

1. Lengthy Sales Cycles & Complex Deals: As noted, cleantech B2B deals often take months or even 18+ months to close, far longer than typical B2B sales (4). High capital costs, pilot project phases, and multiple stakeholders drag out decision-making. For marketers, this means staying engaged with prospects for the long haul. Solution: Use a structured lead nurturing process with regular touchpoints (email sequences, retargeting ads, check-in calls) to keep your solution top-of-mind during the long evaluation. Mapping content to each stage of the buying journey is critical – e.g. early-stage educational content, mid-funnel case studies, and late-stage ROI calculators or demos. Account-Based Marketing (ABM) is particularly useful in long cycles; in fact, given the high-value deployments in renewables, ABM is considered a strategic necessity to engage all decision-makers over time (3).

2. Need for Market Education: The technological nature of cleantech means customers may not fully grasp how your solution works or why it’s better. There’s often an “innovation evangelism” component – you’re not only selling your company, but sometimes introducing a novel concept (e.g. a new battery storage method or carbon capture technique). This steepens the client education curve (2). Solution: Invest heavily in content marketing and thought leadership (we’ll discuss this more in the next section). Provide high-quality explainers: white papers, explainer videos, webinars with experts, and FAQ docs that demystify the tech and its benefits. Educating the market builds trust and primes the pump for your sales team. For example, a company offering a cutting-edge solar material might publish an eBook on “Next-Gen Solar Tech 101” – positioning themselves as helpful educators. As a bonus, 49% of B2B buyers say they now rely more on content to inform decisions (12), so strong content can directly influence pipeline.

3. Breaking Through a Crowded, Skeptical Market: With sustainability trending, many companies now claim to be “green” or “clean tech,” making it hard for genuine innovators to stand out. Decision-makers are busy and bombarded with marketing – and they’re wary of empty promises. Solution: Craft a clear, differentiated message that highlights your unique value and backs it with proof. Focus on specific pain points you solve better than others (e.g. “our IoT energy sensors cut waste by 20% more than standard solutions”). Use credible validators – such as client success stories or third-party test results – to make your case. Also, leverage targeted channels (like industry-specific forums or events) rather than shouting into the void. A data point to consider: on average B2B customers consume 13 pieces of content during their journey (8 from vendors, 5 from third-parties) and involve 3-4 internal stakeholders (7). This means you must create ample high-value content and ensure your brand is present in industry conversations (PR, guest articles, etc.) to build awareness steadily. In cleantech, patience and persistence pay off – 6 or more touchpoints over an extended cycle may be needed to influence a buyer (4).

4. Demonstrating ROI (Financial and Environmental): A classic challenge is proving that sustainability-oriented solutions deliver a strong ROI. Many cleantech firms face skepticism like “Will this pay off as much as the status quo?” or “Is the eco benefit worth the cost?” Additionally, enterprises might have strict procurement criteria focusing on compliance and impact. Solution: Quantify both types of ROI. Develop case studies and calculators that show, for instance, “Installing our system yields a 3-year payback and a 50% reduction in carbon emissions.” According to IRENA, 78% of energy companies say regulatory compliance is a primary concern, and 72% need to validate environmental impact before adopting new tech (14). Your marketing must address these points head-on with data: highlight compliance certifications, show how your solution helps meet mandates (like carbon targets or renewable portfolio standards), and present clear cost-benefit analyses. By speaking the language of CFOs and sustainability officers, you alleviate the risk perception that often stalls cleantech deals.

5. Underinvestment in Marketing & MarTech: Historically, many cleantech and energy companies underinvested in marketing communications (2) – relying on engineering merits or personal networks for growth. The result can be outdated tactics, poor online presence, and lack of marketing infrastructure. Some firms simply haven’t needed sophisticated marketing until competition heated up. Solution: If you’re leading marketing at a cleantech firm, make the case internally that modern marketing is a revenue driver, not a cost center. Point to peers who have strong content, SEO, and lead gen engines fueling their growth. Start by upgrading basics: a professional website with clear messaging, active LinkedIn presence, a CRM to track leads, and perhaps marketing automation to manage long nurture cycles. Embrace new lead generation and outreach tools strategically – for example, AI prospecting can identify companies with sustainability initiatives (hints of intent) that you might otherwise miss (3). The key is to avoid the “spray and pray” approach; instead, invest in targeted, data-driven campaigns and measure what matters (engagement, MQL-to-SQL conversion, pipeline contribution). We’ll talk later about measuring ROI, but one telling stat: companies with aligned, data-informed sales and marketing see 19% faster growth and 15% higher profitability on average (16) – an outcome cleantech firms can’t ignore in a fast-moving market.

6. Marketing and Sales Alignment: Finally, a challenge not unique to cleantech but acutely felt here: misalignment between marketing and sales. Long sales cycles and complex products mean marketing must work hand-in-hand with sales teams (and often technical pre-sales teams). If marketing passes unqualified leads or unclear messaging, sales struggles; if sales doesn’t follow up or feedback insights, marketing operates blindly. In many cleantech startups, small teams wear both hats, but in growth-stage companies there’s often a silo. Solution: Foster tight integration for sales and marketing alignment, from strategy through execution. Define your Ideal Customer Profile and lead qualification criteria together. Agree on what constitutes a sales-ready lead (to avoid the classic “these leads are junk” vs. “sales isn’t working them” feud). Implement regular check-ins to share what messaging resonates, what objections prospects raise, etc. This collaboration is critical given the technical content – salespeople need to be armed with the right white papers or ROI figures at the right time, which only happens if marketing and SDR/BDR teams coordinate. The payoff? Firms with strong sales-marketing alignment can see up to 67% better lead conversion and significantly higher win rates (17). In cleantech, where each deal might be large, that can translate into millions in revenue impact. Consider setting up an account-based approach where marketing and sales jointly focus on a set of target accounts (e.g. major utilities or Fortune 500 companies with sustainability pledges), pooling their efforts to land those big fish.

Takeaway: Cleantech marketing is challenging but not insurmountable. By recognizing the hurdles – lengthy cycles, the need to educate, skepticism, ROI proof, and alignment – you can adapt your strategy to be more resilient and effective. Next, we’ll outline how to build an effective cleantech marketing strategy step by step, incorporating these lessons.

Building an Effective Cleantech Marketing Strategy (Step by Step)

Crafting a winning cleantech marketing strategy requires a holistic, long-term approach. Here we break down the key steps and components of a strategy geared for sustainable B2B growth:

1. Define Your Niche and Ideal Customer Profile (ICP): Cleantech is a broad field – pinpoint exactly who you aim to serve. Are your targets enterprise facility managers looking to cut energy costs? Industrial firms needing waste reduction tech? Perhaps mid-market companies with carbon neutrality pledges? Clearly define the verticals, company sizes, geographies, and job titles that fit your solution. Within that, identify the likely buying committee. For example, a company selling EV fleet management might target sustainability directors, fleet managers, and CFOs in transportation companies. This ICP clarity ensures your messaging later will be precise. Martal Group emphasizes identifying companies with “sustainability initiatives or mandates – ideal targets for cleantech solutions” as a starting point. Use industry reports or your sales data to find common traits among past wins. The more specific your target, the easier to tailor the campaign.

2. Develop a Clear Value Proposition and Messaging Framework: At the heart of your strategy is what you communicate. Articulate a compelling value proposition that combines financial value + sustainability impact. For instance: “Our energy management software reduces HVAC costs by 20% in the first year while cutting your carbon footprint – delivering greener operations with a clear ROI.” Support it with 2-3 key messages or pillars. A useful approach is to map each key stakeholder to a message: one message addressing cost savings for the CFO, another highlighting compliance and risk reduction for the legal/regulatory audience, another focusing on innovation and reputation for the sustainability lead. Ensure consistency across channels – your website, brochures, sales pitch decks, and sales scripts should all hit these points in harmony. Remember to lead with outcomes and proof. Wherever possible, incorporate statistics or results (e.g. case study data) into your messaging to add credibility.

3. Content Marketing & Thought Leadership: Given the need to educate and build trust, content is truly king in cleantech. Your strategy should include a robust content marketing plan – essentially a cleantech content marketing strategy in its own right. Create a mix of content types to communicate complex sustainability ideas in accessible ways. Some effective content tactics:

• Educational Blogs and Guides: Publish articles addressing common questions or pain points (e.g. “How to Achieve Energy Savings in Manufacturing: A Guide”). Blogging regularly improves your SEO for niche terms like “cleantech marketing strategy for solar companies” or “HVAC energy efficiency ROI”. It also gives your sales team assets to share with prospects who need nurturing.
  
• White Papers & eBooks: Longer-form content allows a deep dive into technical topics. For example, an eBook on “The Business Case for Battery Storage in 2026” can attract serious prospects researching solutions. Make these gated (requiring an email to download) to generate leads, or ungated to maximize reach – decide based on your demand gen goals.
  
• Webinars and Workshops: Host webinars featuring industry experts or happy customers talking about trends or case studies (not just a product pitch). In B2B tech, webinars are tried-and-true for engaging multiple stakeholders at once. A live Q&A on regulatory changes impacting your industry, for instance, positions you as a helpful authority.
  
• Video Content: Don’t shy from video – it’s highly effective for storytelling. In fact, 69% of customers prefer to watch a video to learn about a product over reading text (2). You could produce short animated explainers that simplify how your technology works, or testimonial videos from clients in which they show real outcomes (e.g. a plant manager giving a tour of installed solar panels provided by your company). Video is engaging and shareable, and can be repurposed for social media easily.
  
• Case Studies and Testimonials: Especially in long-cycle B2B deals, prospective customers want proof that others have succeeded with your solution. Create case studies that detail the initial problem, your implemented solution, and quantifiable results (energy saved, downtime reduced, etc.). Feature quotes from clients about the experience. These stories help mitigate perceived risk for new buyers. As an example, Martal Group often shares relevant industry stats or case snippets during outreach to spark interest, illustrating how content ties directly into sales conversations.
  

A well-rounded content strategy not only attracts and nurtures leads, it also supports your sales team at every stage. (Pro tip: Plan content for each stage of the funnel – awareness, consideration, decision – to ensure you have assets to keep prospects moving forward.)

4. Choose Your Channels and Tactics Wisely (Multi-Channel Outreach): In 2026, an omnichannel approach is essential. Your potential buyers are researching on Google, networking on LinkedIn, reading industry newsletters, and attending virtual events. Meet them where they are. Key channels for cleantech B2B include:

• LinkedIn: The dominant B2B platform – and crucial for cleantech given the ability to target by industry and role. LinkedIn accounts for roughly 80% of B2B social media leads (5), making it a lead-gen powerhouse. Use LinkedIn for both organic content (sharing your blog posts, engaging in relevant groups) and paid ads targeting your ICP. Paid LinkedIn InMail or Sponsored Content can put your white paper invite directly in front of, say, all “Directors of Sustainability” at companies with 500+ employees. Be aware LinkedIn clicks are costly (often > $7 each) (4), so focus on quality and offering real value in your content.
  
• Email Marketing: Good old email remains one of the highest ROI channels (delivering an estimated $36–$40 for every $1 spent on campaigns on average (6)). For cleantech, email is vital for lead nurturing and direct outreach. Build segmented email lists (by industry, persona, stage) and send targeted sequences. For example, a sequence for a warm lead might include a technical brief, then a ROI case study, then an invitation to book a consultation. Keep emails personalized and value-driven – e.g. share an insight like “Did you know switching to X can reduce maintenance costs 15%?” to pique interest. Use automation to scale but avoid spammy blasts; personalization and relevance are key, especially since decision-makers are protective of their inbox. Pro tip: incorporate sustainability insights in your emails (like a new regulatory update or a relevant stat) before segueing into how your solution helps – this shows you understand the broader context.
  
• Search and SEO: Ensure your website is optimized for search queries relevant to your solution (cleantech content marketing strategy, “solar lead generation best practices”, etc.). B2B buyers do a majority of research online before contacting vendors, with nearly three-quarters starting on search engines (15). Identify high-intent keywords (e.g. “buy carbon capture technology”) and consider search ads for those. Also, leverage long-tail SEO by publishing niche content that your specific audience might search (for instance, “compliance for EV fleet incentives 2026”). If you have budget, Google Ads targeting industrial/commercial keywords can capture active seekers – but balance it with efforts to educate the unaware via content and social.
  
• Industry Forums and Networks: Beyond mainstream social media, find where your target community congregates. This could be specialized LinkedIn Groups (e.g. a “Clean Energy Professionals” group), online forums like EnergyCentral or Stack Exchange for sustainability, or membership organizations (like CleanTech Alliance). Participating in discussions, answering questions, and sharing your expertise in these venues can generate leads organically. It’s a slower burn, but it builds credibility and referral traffic over time. Also consider sponsoring or guest posting on industry-specific blogs and newsletters (for example, a climate tech newsletter read by VCs and tech scouts).
  
• Events (Virtual and Physical): Cleantech still has a strong conference circuit – from solar expos to sustainability leadership summits. Post-2020, many events have virtual components, expanding reach. Align your marketing with key events: whether it’s running a campaign timed with an industry expo or using webinars as your own mini-events. If budget allows, speaking opportunities at conferences can be golden marketing (positioning your company’s leaders as experts). Even smaller-scale, consider hosting roundtables or meetups focused on topics your audience cares about (e.g. a virtual panel on “Digital Marketing Strategies for Cleantech Startups” might attract your peers and potential partners).
  

In practice, a multi-channel strategy might look like this: LinkedIn ads drive white paper downloads, which go into an email nurture, while your sales reps also reach out via phone/LinkedIn to those who engaged, and your company maintains a drumbeat of thought leadership content that those leads continue to see in search or community spaces. All channels should reinforce your core messages and work in concert. Martal Group, for example, orchestrates campaigns across cold email, LinkedIn, and calling – a fully managed omnichannel outreach – to maximize reach and touchpoints.

5. Leverage Data and AI for Targeting: 2026 marketing is as much about working smart as working hard. Take advantage of data tools to refine your efforts. Intent data providers can signal which companies are researching topics related to your solution (e.g. many employees reading EV fleet articles could indicate a prospect). Martal and others use AI-driven prospecting to detect such buyer intent and prioritize those leads (9). Ensure your CRM is tracking lead sources and behaviors so you can score leads (e.g. a lead who downloaded two white papers and attended a webinar might score as “very engaged” and get faster sales follow-up). AI can also assist in content personalization – for instance, AI writing tools can help tailor email copy to different verticals at scale. The theme here is precision: rather than blasting a generic message to 10,000 companies, use data to focus on the few hundred that are a great fit and showing signals of interest. This increases efficiency and respects the often tight marketing budgets in cleantech startups.

6. Align with Sales and Set Up Feedback Loops: Your strategy isn’t complete until you’ve defined how marketing and sales will work together (recall the alignment challenge above). Establish an agreed Service Level Agreement (SLA) if possible – e.g. marketing commits to handing over X qualified leads per month, and sales commits to prompt follow-up and status updates. Plan regular interlocks: maybe a bi-weekly meeting to review pipeline generated from marketing efforts, discuss what leads are saying, and adjust messaging or targeting if needed. Treat sales as your customer – equip them with battlecards, one-pagers, and cheat sheets that summarize key messages and objection handles about your cleantech solution. This ensures prospects get a cohesive story from first website visit all the way to proposal. Many cleantech firms are small enough that marketing and sales might be the same person or a small team – which actually makes alignment easier! But as you scale, be deliberate in preserving that cohesion. The stat earlier bears repeating: 85% of sales and marketing leaders say alignment is the biggest opportunity for improving performance (8). So bake cooperation into your strategy from day one.

7. Measurement and Optimization Plan: Finally, know what success looks like and how you’ll measure it. In cleantech marketing, focusing on leading indicators is crucial since revenue can take a long time. Set sales KPIs for each stage: website traffic and content engagement (top of funnel), MQL volume and conversion rate to SQL (mid-funnel), and pipeline generated and eventually revenue (bottom-funnel). We’ll cover ROI measurement in detail later, but ensure you have analytics set up (Google Analytics, marketing automation reports, CRM dashboards). Use these to continuously refine your strategy – double down on the channels and content producing the best engagement, and pivot away from those that underperform. For instance, if you find that LinkedIn ads are yielding a high cost per lead but a niche industry newsletter sponsorship brought in two enterprise leads that converted, you’d reallocate budget accordingly. Adopt a test-and-learn mentality. Every quarter, identify a few experiments (maybe a new email sequence, a different ad message, a new webinar topic) and see how they perform relative to baseline. Over time, these optimizations compound into a very effective, ROI-positive marketing engine.

By following these steps – from honing your ICP and message to executing across channels and continuously improving – you can build a cleantech marketing strategy that is resilient and primed for growth. It’s about being strategic, patient, and data-informed. Next, we’ll zoom in on one of the most important pieces we touched on: content. Specifically, how do you communicate complex sustainability ideas in a way that engages B2B audiences?

Cleantech Content Marketing Strategy: Communicating Complex Sustainability Ideas

Crafting and delivering content is such a critical part of cleantech marketing that it merits its own focus. A strong cleantech content marketing strategy turns complex, technical concepts into compelling stories that drive action. Here’s how to approach content in this sector:

Speak the Language of Your Audience (Technical, but Accessible): Cleantech solutions can be highly technical – but dumping a white paper full of engineering jargon on a C-suite executive won’t win you points. The key is translation. Identify the core idea or benefit of your technology and explain it in clear terms, relating it to things your audience cares about. For example, if you offer a novel membrane for water filtration, a technical audience might appreciate details of its material science; a business audience, however, wants to know that it “doubles throughput of clean water per hour, reducing operating costs by 30%.” Use analogies and visuals to simplify where possible (e.g. “think of our storage battery as the ‘heart’ that pumps saved energy when the grid ‘blood pressure’ drops” – a rough analogy, but memorable). Always answer the implicit question in the reader’s mind: “What does this mean for me?” Tying technical features to outcomes (cost, compliance, performance) makes the content meaningful to decision-makers.

Emphasize Storytelling and Impact: Sustainability is an emotional as well as logical sell. Great cleantech content often follows a storytelling arc: present the status quo problem (perhaps with a human angle or urgency), introduce a better way (innovation), and showcase a vision of the future if that innovation is adopted. For instance, start a case study by painting the challenge (e.g. a factory struggling with high emissions and regulatory fines), then show how the protagonist (your solution) turned things around, and end with the “happily ever after” of both profits and greener operations. Infuse content with real-world impact – metrics like tons of CO2 saved, communities powered by clean energy, gallons of water recycled. These not only provide proof, they also appeal to the reader’s sense of doing good. Many buyers in this space want to be part of something positive; your content should help them envision that. One tip: leverage customer stories as narratives – let your satisfied clients be heroes whose journeys can inspire new customers.

Use Data and Visuals Generously: In sustainability communications, data is your friend. Numbers give credibility to your claims and can persuade even the most analytical readers. Did your solution improve energy efficiency by 18%? Say it and cite it. Are there industry stats that validate the need for your product? Lead with them. For example: “According to a 2025 study, 60% of B2B buyers may finalize decisions based solely on digital content (7) – so investing in energy tech thought leadership now is non-negotiable.” Such data points can grab attention in a blog intro or webinar. Additionally, present data visually whenever possible. Charts, infographics, and tables are excellent for simplifying complex information. You might create a simple bar chart comparing the emissions of a process with vs. without your solution, or an infographic showing a step-by-step of how your technology works. For instance, a well-crafted infographic about “The State of CleanTech in 2026” highlighting key trends could gain traction on social platforms and in presentations.

Tailor Content Format to Stage and Stakeholder: Not all content is for everyone at all times. As part of your strategy, map content types to the sales funnel and to stakeholder needs. Early in the journey, high-level and inspirational content works best (think blog posts on industry trends, short videos, infographics). Mid-funnel, more detailed content like white papers, how-to guides, or webinars help prospects evaluate options and understand your approach. Late-funnel, offer very specific content such as ROI calculators, implementation timelines, or technical specification sheets – the things needed to push a deal over the line internally. Likewise, consider different stakeholders: a CTO might download your API documentation or a technical case study, whereas a VP of Finance might prefer a one-pager summarizing cost-benefit and payback period. It can be effective to create content bundles for each persona – for example, a “Sustainability Director Kit” that includes a fact sheet on environmental impact, a case study about corporate ESG outcomes, and a slide deck they can use to champion your solution internally. Making your champions’ job easier with ready-made content is a subtle yet powerful tactic.

Engage with Thought Leadership and PR: Content strategy isn’t only about the assets you produce under your brand – it’s also about participating in the broader conversation. Thought leadership can include contributing articles to reputable industry publications, being a guest on relevant podcasts, or winning speaking slots at conferences. These not only amplify your reach but also lend third-party validation to your expertise. For example, an op-ed in GreenBiz or an interview in Renewable Energy World can significantly boost your credibility with an executive audience. Similarly, publishing or co-authoring research (perhaps a study on cleantech marketing trends) in partnership with an industry group or university can cement your authority. Martal Group notes that sharing relevant industry stats and acting consultative in communication builds credibility – this applies to content marketing broadly: the more your content helps the industry at large (not just self-promotes), the more trust you earn. Don’t be afraid to give away “secrets” or best practices in your content; counterintuitively, being open with your knowledge makes prospects more confident that you know your stuff, and they’ll come to you when they need the execution muscle.

Consistency and Cadence: Finally, maintain a steady cadence. Content marketing is a long game – consistency builds momentum. Plan an editorial calendar that schedules regular output (e.g. one blog per week, one webinar per quarter, two case studies per year, etc.) and stick to it. This trains your audience to expect value from you and also improves SEO over time as you accumulate more content. Repurpose content across formats to get more mileage (a white paper can yield a few blog posts, a webinar transcript can become an eBook, etc.). Keep an eye on engagement metrics to learn what resonates (if video view times are high but white paper downloads are low, perhaps focus more on video, for example).

A successful cleantech content marketing strategy makes your brand a trusted educator in the space. When prospects consume your content and come away smarter or more inspired, you’ve done it right. By clearly explaining the “why” and “how” of your sustainable solutions – in terms that matter to business buyers – your content will shorten sales cycles and increase win rates.

In summary, communicate to educate, and sell the vision of a better future that your technology enables, backed by the facts that convince the CFO. Next, we’ll discuss how all this marketing effort aligns with sales in practice, especially given those long cycles we keep mentioning.

Integrating Marketing and Sales in Long-Cycle Cleantech Deals

In cleantech (and other complex B2B markets), marketing and sales are two sides of the same coin. They must work in tandem, especially to manage long sales cycles where leads require sustained nurturing. Integration of these functions is not just nice-to-have – it’s essential for converting interest into closed deals.

Shared Strategy and Account Planning: The first step is ensuring marketing and sales agree on who you’re targeting and how you’ll approach them. This often takes the form of joint account planning. For instance, suppose your company targets large food & beverage manufacturers for an energy-saving solution. Marketing might generate awareness via content and ads to a list of target accounts, while sales development reps (SDRs) conduct outreach to the same accounts. Both teams should collaborate on an Account-Based Marketing (ABM) plan – identifying high-value accounts, personalized messaging for each, and coordinated outreach. In practice, marketing can supply sales with intel (like which target account attendees downloaded a white paper or engaged with an email), and sales can give feedback on account nuances (like “Company X’s VP mentioned they have a sustainability budget cycle in Q3”). This interplay ensures your tactics adapt to each account’s reality.  

Lead Qualification and Handoffs: In long cycles, it’s crucial to define when a lead moves from marketing nurture to sales engagement. Typically, marketing will own leads in early research stages, then pass them as Marketing Qualified Leads (MQLs) when certain criteria are met (e.g. downloaded two major assets, or requested a demo). Work with sales to set these criteria. Perhaps attending a webinar or explicitly inquiring triggers a handoff. Once passed, sales (like an SDR or account executive) takes over direct one-to-one communication. However, that doesn’t mean marketing’s job is done! Often, leads go back and forth – a prospect might go silent after a sales call, and marketing needs to re-engage them with additional content or retargeting ads. Define a process for this “lead recycling.” For instance, if a sales opportunity stalls, marketing can deploy a special nurture sequence (like a case study or new white paper) to rekindle interest. The goal is a smooth continuum for the prospect, not a jarring “now you’re talking to sales, marketing disappears” experience. Utilize your CRM to track every touch so both teams see the full history.

Communication and Feedback Loop: Frequent communication between marketing and sales teams is vital. This can be short sync meetings or shared Slack channels where reps share what they’re hearing from prospects (“They keep asking about integration with X software – do we have content on that?”) and marketers share upcoming campaigns or new content that reps should leverage. Encourage sales to treat marketing like an internal resource: if a prospect asks a question that you don’t have collateral for, sales can relay that to marketing as an idea for new content. Conversely, when marketing runs a big campaign (say a LinkedIn ad blitz offering an eBook), brief the sales team so they can follow up on any spikes in interest or at least be aware in conversations (“Oh, you saw our industry report? Glad you found it useful…”). This tight feedback loop prevents the common pitfall of misalignment – e.g. sales calling a lead unaware that the lead just interacted with a specific marketing piece, thus missing context. It also helps refine efforts; for example, if sales finds that leads coming from a certain channel are consistently under-qualified, marketing can adjust targeting or messaging for that channel.

Unified Messaging and Materials: When marketing and sales collaborate, the result should be a unified front. That means everything the prospect sees or hears, from the first ad click to the proposal, feels consistent. Develop sales enablement materials together: slide decks, product brochures, email templates for follow-ups, etc., all aligned to the key messages marketing has been putting out. Sales reps should be trained on the content library that marketing has created – they should know, for instance, that “we have a white paper that answers that specific compliance question – let me send it to you”. Martal Group practices a consultative tone throughout their outreach, ensuring communication builds credibility rather than just pushing a sale. This is only possible when the content (often created by marketing) and the communication (executed by sales) are singing from the same hymn sheet. If your company uses an AI sales platform or CRM content hub, make sure both teams can access and contribute to it.

Joint Metrics and Accountability: Traditionally, marketing might be judged on lead volume and quality, while sales is judged on quotas. For long-cycle deals, consider setting some shared metrics to foster unity. Pipeline generation is one – how much revenue pipeline (opportunities) did both teams together create this quarter? Win rate could be another, or account penetration for ABM (how many target accounts converted to opportunities). When both teams win or lose together, it reduces finger-pointing. Moreover, analyzing metrics collaboratively can yield insights: e.g. if there’s a gap between MQLs and SQLs (marketing leads and sales-accepted leads), you diagnose it together – maybe marketing needs to refine criteria, or sales needs to follow up faster (research shows responding within 5 minutes can boost close rates dramatically (18)). Another example metric: content usage by sales – track which pieces are most used in deals that closed versus lost, and discuss why. Sales might reveal that a particular case study consistently helps convince CFOs, which tells marketing to create more like that.

Continuous Nurturing & Customer Marketing: Integration shouldn’t stop once a deal is closed. Especially in cleantech, satisfied customers can be huge advocates (and buyers often want to talk to references). Marketing can support sales in onboarding and beyond by providing customer marketing materials: user guides, ROI reports after implementation, newsletters about product updates or new best practices. Keeping customers engaged often opens up cross-sell/up-sell or referral opportunities – which are sales-led but marketing-assisted. Also, given long cycles, today’s closed-lost opportunity can be next year’s win. A prospect that said “not now” might re-engage months later. Marketing should keep such leads on a gentle nurture path (maybe a quarterly insight email) so your company stays on their radar until the timing is right. That way, the moment they re-initiate, both sales and marketing are ready to pounce in a coordinated way.

In summary, think of marketing and sales in cleantech as a relay team rather than two separate silos. The baton (the prospect) might go back and forth a few times, and ultimately you win the race together. When this integration is done well, prospects experience a seamless journey – they get helpful information when they need it, and persuasive personal engagement when they’re ready – all reinforcing the same value story. Given that only about 5% of B2B buyers are ready to purchase at any given time (13), the rest need nurturing until they are; that’s where tight marketing-sales teamwork truly shines.

Now that we’ve covered aligning these efforts, a logical question arises: with such long cycles and complex team play, how do you measure marketing ROI in cleantech? That’s our next focus.

Measuring ROI on Cleantech Marketing Campaigns (Despite Long Sales Cycles)

One of the trickiest aspects of cleantech marketing is proving that your efforts are paying off – especially when deals can take a year or more to materialize. Traditional short-term ROI metrics may not capture the full picture. Here’s how you can approach measurement in a long-cycle, B2B environment:

Track Leading Indicators, Not Just Lagging Revenue: In a perfect world, we’d tie every marketing dollar to closed revenue. In reality, with cycles of 6-18 months, you need to rely on leading indicators as proxies for eventual ROI. Metrics like: number of Marketing Qualified Leads generated, conversion rates at each funnel stage (MQL to SQL, SQL to opportunity), and pipeline value created are invaluable. For instance, if a Q1 campaign yields 50 MQLs, of which 10 become sales opportunities worth $2 million total pipeline, that is a strong indicator of ROI even if the actual deals won’t close until Q3 or Q4. Calculate the Pipeline-to-Spend ratio: e.g. $2M potential pipeline from a $50k campaign is a 40x pipeline ROI (common in enterprise B2B). Compare that across campaigns to see which initiatives are most cost-effective at generating pipeline. Over time, you can refine with actual win rates (if historically you close 25% of pipeline, that $2M pipeline might yield ~$500k revenue). The key is to measure progress at interim stages so you’re not waiting a year to justify your budget.

Implement Multi-Touch Attribution: In long B2B journeys, a buyer likely interacted with your marketing in many ways – maybe they saw an ad, attended a webinar, and read a case study before talking to sales. Use an attribution model to give credit to multiple touchpoints. A simple way is to record the “first touch” (how did they first find you?) and the “last touch” (what content/action converted them to a lead or opportunity). More advanced models assign fractional credit to all touches. For example, your data might show that while paid search brings in lots of initial leads, it’s your webinars that frequently precede opportunity creation. That insight would encourage investing more in webinars. Attribution helps you avoid miscrediting just the final step and neglecting the earlier nurturing touches that made the final one possible. Modern CRM and marketing automation tools (like HubSpot, Marketo, etc.) often have attribution reporting baked in – configure these early in your process.

ROI on Content and Channels: Not everything yields a direct numeric ROI, but you can still gauge effectiveness. For content, track metrics like content engagement and influence. How many leads or opps viewed a particular piece of content? Did those who consumed content X progress faster in the funnel? You might find, for instance, that leads who attend your “Energy Savings 101” webinar convert to opportunities at a much higher rate – a sign that the webinar is very effective (even if you can’t assign a dollar value immediately). For channels, monitor cost per lead and cost per opportunity. You could see that LinkedIn Ads have a high cost per lead but those leads are high quality (many become SQLs), whereas a broad awareness campaign yields cheaper leads but low conversion. Such insights let you balance quality vs. quantity in spend. Marketing ROI in cleantech should thus be viewed not just as immediate revenue, but as efficiency of moving the right people closer to revenue.

Account-Based Metrics: If you’re doing ABM or targeting specific accounts, use metrics suited to that. For example, account engagement score (did engagement in target accounts increase after a campaign?), number of target accounts that progressed to next stage, etc. In long sales cycles, you might celebrate metrics like “touched all key stakeholders in Account X with our content” or “Account Y engaged with us 7 times this quarter (opened emails, visited site, etc.), up from 0 last quarter.” These show momentum. If you can tie marketing activities to acceleration (say accounts with higher engagement tend to close faster or at a higher rate), that’s a huge win to demonstrate. Some companies even measure sales cycle velocity by persona or channel (3) – for instance, opportunities that came via inbound content might close in 6 months on average versus 9 months for cold outbound. If marketing can shorten the cycle or improve deal size through its influence, that’s ROI worth highlighting.

Customer Acquisition Cost (CAC) and Lifetime Value (LTV): Over time, calculate your CAC for cleantech clients and the LTV (if you have repeat or subscription revenue). Cleantech deals can be large and have long lifespans (e.g. maintenance contracts, upsells for new projects), so marketing spend should be considered against the lifetime value. For instance, if you spend $100k on marketing to acquire a $500k initial deal that, with expansions, becomes $1M over 5 years, the CAC:LTV ratio is quite healthy. These macro metrics help argue for marketing investment. Investors and execs will want to see that ratio in the right range (it varies by business model, but often aiming for LTV at least 3-5 times CAC). Make sure to include all relevant costs in CAC (marketing programs, a portion of salaries, etc.) for accuracy. If your CAC is too high, you either need to lower costs (optimize campaigns) or improve conversion rates; if CAC is low and LTV high, that’s a case to spend more in marketing to grow faster.

Benchmark and Improve: It’s helpful to compare ROI metrics to industry benchmarks where available. If you find data like average B2B marketing spend is X% of revenue in tech or cost per lead in energy sector averages $Y, use it as context. For example, if your cost per lead is $500 and an industry report says peers are at $800, you can claim efficiency (though ensure your leads are defined similarly in quality). Also, note intangible ROI areas: brand equity and PR value. These are hard to quantify but matter – strong brand awareness can tip deals in your favor or get you onto RFP invite lists you’d otherwise miss. Consider running periodic brand surveys or tracking share of voice in media as proxy metrics. If your marketing significantly raises your company’s profile (e.g. more press mentions, awards, etc.), mention these successes when discussing ROI, even if they don’t have a dollar figure.

Case Example – Calculating a Campaign’s ROI: Suppose you ran a 6-month “Green Building Webinar Series” campaign that cost $60k in total (ads, production, staff time). The campaign generated 200 leads, of which 50 met MQL criteria. Sales accepted 30 as SQLs, and so far 8 have turned into sales opportunities with a total potential value of $1.2 million. None have closed won yet, but historical close rate is 25%, so you expect about $300k eventual revenue. That would be a 5x return on the $60k if it materializes. In the meantime, you measure that 5 of those opps cited the webinar content as important in their decision (direct attribution in CRM notes), and the sales cycle for those deals appears on track to be a bit shorter than average. You’d present this as: “The webinar series generated $1.2M in pipeline (20x pipeline-to-spend), expected ~$300k revenue (5x ROI) in the next 6-12 months, plus enhanced our thought leadership (over 500 attendees across events).” Backing with data like this assures management that even though revenue is delayed, the campaign was a success.

Use Technology to Aid Measurement: Finally, make sure you have the right tech stack: a CRM that integrates with marketing automation, tracking URLs for campaigns, possibly intent monitoring software, and analytics dashboards. Martal Group, for instance, provides transparent reporting to cleantech clients, highlighting campaign outcomes, lead quality, and ROI metrics clearly (9). Adopting a similar transparent, data-driven reporting style internally will show the tangible impact of marketing. If something can’t be measured well (like a brand campaign), set expectations up front on what you will measure (maybe web traffic lift or social engagement as proxies).

Measuring ROI in cleantech marketing may never be as straightforward as in e-commerce or short sales cycle products, but by focusing on the right indicators and attributing credit thoughtfully, you can draw a clear line from marketing investments to business outcomes. It turns the debate from “What did marketing do for us lately?” into “Marketing generated X leads and Y pipeline, which will drive revenue as these deals close.” And when leadership sees that, securing future budget becomes a lot easier!

Channels and Tactics That Work Best for Cleantech Lead Generation

Not all marketing channels are equal when it comes to generating quality B2B leads in cleantech. Below we highlight the cleantech digital marketing strategies and channels that are proving most effective for outreach and lead gen, along with tips to maximize each:

LinkedIn – The B2B Powerhouse: As mentioned, LinkedIn is the go-to platform for B2B marketing, and cleantech is no exception. It allows precise targeting (by industry, job title, company size, interests like “renewable energy”) which is invaluable for niche sectors. Use LinkedIn in multiple ways:

• Post thought leadership content regularly on your company page and personal profiles of executives. For example, share short insights or success stories (“🎯 Win: Helped a factory cut energy use 25%! Here’s how…”).
  
• Engage in relevant LinkedIn Groups or hashtags (#Cleantech, #Sustainability).
  
• For outbound, Sales Navigator is a great tool – you can build lead lists of specific roles at target companies and then reach out with connection requests + messages.
  
• For paid ads, Sponsored Content that promotes a strong asset (like “Download our Clean Energy ROI Guide”) can capture leads. Make sure to use Lead Gen Forms on LinkedIn ads to lower friction – users can submit their info pre-filled from their profile.
  
• One stat to remember: 80% of B2B social leads come from LinkedIn (5). The platform consistently produces high-quality prospects if you deliver valuable content. Martal’s cleantech campaigns often include “meaningful LinkedIn engagements” alongside email and calling (9), indicating how critical it is to be active there.
  

Email Outreach – Personalized and Persistent: Email remains a workhorse for direct outreach and lead nurturing. There are two flavors to consider:

• Cold outbound email: Building a targeted list (make sure it’s well-vetted and clean) of prospects and sending them a sequence of tailored emails introducing your solution. This can work well for reaching specific accounts or regions where you have no prior presence. Keep cold emails short, personalized, and relevant – e.g. open with a custom sentence about the prospect’s company’s sustainability initiative or a recent news (showing you did homework), then a value prop, then a call to action (like a brief call or sending more info). Tools with AI can help automate and personalize at scale, but do monitor responses and reply like a human. Cold email is often met with silence, so don’t get discouraged – it often takes 5-8 touches to get a response. According to sales stats, 80% of deals require 5+ follow-ups, yet 44% of reps give up after one (10). So persistence can set you apart.
  
• Email nurturing (marketing automation): For those leads already in your funnel (from events, content downloads, etc.), set up email workflows to gradually educate and entice them. This might look like a 6-email sequence over 3 months, sharing different resources and soft calls to action. Use segmentation – for instance, a lead from the finance sector gets a different nurture path (with content on financial ROI of clean tech) versus a lead who is an operations manager (who might get content on implementation and technical how-to). Always monitor engagement: if someone keeps clicking your emails, maybe it’s time for sales to directly reach out. Conversely, if someone never opens anything, suppress them for a while (no point in spamming).
  

To boost effectiveness, integrate AI sales tools that can optimize send times and frequency. Martal’s own AI SDR platform tests and optimizes multi-channel outreach in real-time (11), meaning if email on certain times or messaging works better, the AI shifts more weight there. Even if you don’t have fancy AI, simple A/B testing (try two subject lines, see which has higher open rate, then use that going forward) yields improvement.

Webinars and Virtual Events: Hosting webinars is a tried-and-true method in B2B, and it works well for cleantech because prospects often want to learn (recall the need for education). By offering a webinar on a hot topic (e.g. “Navigating New 2026 Renewable Energy Incentives”), you attract leads with that interest. Promote webinars via email, LinkedIn, partners, etc. Those who register are clearly interested in the topic – and possibly in solutions around it. Use webinars as both a thought leadership play and a lead-gen play: make sure to present useful info, not just a product demo (you can include your product subtly or as a short section, but primarily solve a problem or discuss a trend). Poll the audience during the webinar with relevant questions – those responses can give your sales team insight (like which attendees have an active project, etc.). After the event, follow up with attendees (and no-shows, sending the recording) with additional content or a meeting offer. Webinars have the bonus of generating content – you can chop them into short videos for social or write a blog summary. They also build personal rapport if you have live Q&A or discussion. Even as in-person events ramp up, virtual events remain popular for reaching wider audiences without travel.

Search Engine Optimization (SEO): We touched on SEO earlier, but to underscore: many prospects will search for solutions or informational queries. Ensure your site’s SEO is strong for terms potential buyers use. This might include technical keywords (“industrial heat pump retrofit”), solution keywords (“cleantech lead generation strategies” – note our use of similar phrases in headings, which is intentional for SEO), and problem keywords (“reduce factory emissions compliance”). A content strategy aligned with these terms will slowly build your organic traffic. The payoff of SEO is long-term and high intent: someone finding you via search often has a specific need. Don’t neglect local SEO as well if relevant – e.g. if you target certain regions, have content or landing pages optimized for “solar installation marketing Canada” or similar if that’s in your wheelhouse.

Also consider Google Ads for key searches where you want to ensure visibility (like “cleantech digital marketing agency” if you are one, or “buy carbon capture system” if that’s your product). Bidding on niche keywords can be cost-effective since volume is low but intent is high. One caution: if your product is very novel, there may be no search volume for it (because people don’t know to search for it). In that case, focus SEO on the problem it solves or the category it’s in, rather than the product name.

Industry Platforms and Marketplaces: Depending on your sub-sector, there may be online marketplaces or listing sites (for example, EnergySage for solar, or industrial supplier directories). Being present on these can generate leads, as they are where active buyers sometimes go to solicit quotes or find solutions. Ensure your profile on any such platform is complete and showcases your value prop. Even broader B2B directories or review sites (like Capterra, G2, etc., if applicable to software) matter – many B2B buyers read reviews. Encourage happy customers to leave reviews on relevant platforms. This not only generates inbound interest but also bolsters credibility (a prospect seeing you have 4.5 stars in a category will feel more confident reaching out).

Cold Calling (Targeted): Yes, the telephone still has its place. While cold calling has a low hit rate, it can be effective for reaching certain personas who are less responsive digitally (perhaps some plant managers or facility heads still prefer a call). It’s also a good way to follow up after initial digital contact (“I emailed you some info last week, I’m calling to see if you had questions.”). If you use calling, be very targeted and do your homework on each contact. Mention something specific about their company to avoid sounding like a generic telemarketer. The call shouldn’t be a hard sell but rather an inquiry: “We’re working with a few firms in your industry to cut their energy costs, and I thought some findings might interest you – is this a concern for you as well?”. Even if the answer is no, a polite, informed call can leave a good impression. Given compliance and caller ID challenges, you might find fewer people picking up – but those who do might actually appreciate a human conversation amidst digital noise. Some companies outsource lead generation, cold calling or use appointment setting services (like Martal’s team) to handle the dialing and pitch refining.

Content Syndication and Partnerships: A clever way to expand reach is content syndication – using third-party channels to distribute your content. For example, you could strike a deal with an industry publication to host your white paper on their site or include a blurb in their newsletter (sometimes paid, sometimes in exchange for co-branding). This taps into an existing audience you may not reach otherwise. Partnerships with industry associations can also work: perhaps co-host a webinar with a trade association or sponsor their report. In doing so, you gain access to their membership in a trusted way. Ensure that when you do these, you have mechanisms to capture leads (like event registration lists, or a special URL for downloads that go to your site).

Forums and Q&A Sites: If you or your team members have the bandwidth, participating in forums like Reddit (some subreddits focus on sustainability or engineering) or Quora where relevant questions are asked can indirectly generate leads. By giving genuinely helpful answers (and subtly mentioning your expertise or solution where appropriate), you build credibility. This is more of a long-term brand play and suits those who enjoy thought leadership. But occasionally, you might get direct inquiries from such activities.

In prioritizing channels, focus on where your specific audience spends time and what plays to your strengths. A visually innovative product might do well with video demos on social media, whereas a consulting-type service might lean more on white papers and LinkedIn discourse. Also, integrate channels – for example, use retargeting ads on LinkedIn or Google to follow visitors of your key landing pages, keeping your brand visible throughout a buyer’s journey (this is crucial given long consideration phases).

To illustrate multi-channel synergy: let’s say you publish a strong case study (content) – you could: post it on LinkedIn (social), email it to your lead list (email), mention it in a webinar (“as in our recent case study…”), have sales reps send it in 1:1 outreach, and even pitch it to a trade magazine to write a story about it (PR). One asset fuels many channels.

The bottom line is, omnichannel is not just a buzzword but a necessity – B2B buyers engage with 13+ pieces of content across 3-4 channels on average (7). So meet them everywhere with a consistent message. And constantly evaluate performance – double down on what yields high-quality leads (maybe LinkedIn and webinars) and optimize or drop what doesn’t (perhaps a Twitter account that no prospect cares about).

Now that we’ve covered strategies and channels, let’s identify some specialized help available: agencies and platforms that focus on cleantech marketing and lead generation, which can be valuable partners in executing these tactics at a high level.

Top Cleantech Marketing Agencies and Platforms in 2026

When it comes to executing sophisticated marketing and lead generation campaigns in the cleantech space, partnering with specialists can provide a major boost. Below we’ve compiled a list of leading and emerging cleantech marketing providers – including full-service agencies and targeted lead gen platforms – that cater to B2B cleantech and sustainable industries. For each, we give an overview of their offerings, who they’re ideal for, and a consideration to keep in mind.

1. Martal Group – Outsourced B2B Sales & Lead Generation for Cleantech

Overview: 

At Martal Group, we act as your dedicated B2B growth engine. We specialize in cleantech lead generation and sales outsourcing through our Sales-as-a-Service model, functioning as an extension of your internal sales and marketing team. 

Our senior sales professionals build and execute highly targeted outbound campaigns that consistently fill your pipeline with qualified opportunities. By combining human expertise with AI-driven insights, we craft sustainability-focused messaging and engage prospects who are already aligned with green initiatives and buying intent. 

We manage the entire outbound process, from cold email and LinkedIn outreach to cold calling and appointment setting, while continuously optimizing performance through our proprietary AI sales engagement platform and prospecting tools (9).

Features:
We deliver measurable results through tailored, data-driven outbound systems designed for cleantech and B2B technology companies:

• Multi-channel outreach across email, LinkedIn, and cold calling
  
• Fully personalized campaigns (no generic templates)
  
• AI-powered sales engagement and campaign optimization
  
• Intent data targeting to reach in-market, sustainability-aligned accounts
  
• Technographic insights for smarter account prioritization
  
• Transparent, real-time reporting (opens, replies, meetings, conversions)
  
• Appointment setting and pipeline management
  
• Follow-up sequencing to increase response and meeting rates
  
• Fractional SDR and sales team support
  
• Proprietary prospecting tools for better targeting and timing
  
• Sales consulting and outbound training for internal teams
  
• Continuous A/B testing of messaging and cadences to maximize performance

Ideal for: We’re built for cleantech and B2B technology companies that need to scale outbound revenue without the time and cost of building large in-house teams. If you’re an early-stage or growth-stage cleantech company, we help you deploy a complete, high-performing sales development function quickly. We’re also trusted by companies expanding into new markets, supported by our global team across North America, Europe, and Latin America and experience spanning 50+ industries. We typically partner with VPs of Marketing and Sales Directors who want a predictable stream of qualified B2B meetings, allowing their internal teams to focus on closing revenue while we handle pipeline generation.

Our cleantech lead generation expertise is built on tailored sustainability, data-driven targeting, and continuous optimization. We believe in predictable, repeatable B2B growth. For cleantech companies that want to accelerate revenue without the cost of building everything in-house, we serve as the go-to partner for scalable, high-performance outbound.

2. AnyBiz.io — AI Outbound Prospecting Platform

Overview:
AI-driven tool that automates multi-channel outbound (email, LinkedIn, call tasks) to scale outreach without adding headcount. Efficient for volume execution, but strategy, targeting, and true buyer-level personalization still rely heavily on user input.

Key Features:

• Automated multi-channel sequences
  
• AI-assisted message drafting and timing
  
• CRM and data source integrations
  
• Campaign analytics and basic optimization
  
• Scales large prospect volumes, with limited depth in bespoke messaging
  

Ideal for:
Teams that already have clear messaging and target lists and need to execute outreach at scale with minimal manual effort.

3. Revnew — Renewable Energy Lead Generation Service

Overview:
Outbound lead generation agency focused on renewable energy and utilities. Provides industry-specific outreach, though coverage can be narrower outside core energy verticals compared to more structurally scalable approaches.

Key Features:

• Sourcing and managing energy-focused contact data
  
• Multi-channel outbound (email, LinkedIn, phone)
  
• Lead qualification and meeting booking
  
• Data hygiene and basic funnel optimization
  
• Emphasis on volume of qualified meetings over deeper revenue orchestration
  

Ideal for:
Renewable and energy-focused B2B companies that want outsourced prospecting within a clearly defined industry scope.

4. LevelUp Leads — Outsourced SDR Team (Solar & Clean Energy)

Overview:
Agency that provides fractional SDR teams to handle outbound prospecting and appointment setting, with experience in solar and clean energy. Strong in execution, but dependent on client-side alignment to drive consistent pipeline quality.

Key Features:

• Dedicated outbound reps
  
• Multi-channel outreach (call, email, LinkedIn)
  
• Lead list building and qualification
  
• Industry-aware messaging frameworks
  
• Focus on meeting volume rather than end-to-end revenue process design
  

Ideal for:
Companies that want external SDR capacity without building an in-house team, especially in solar or adjacent clean energy segments.

5. MarketJoy — B2B Outbound for Cleantech & Energy

Overview:
B2B sales development firm combining outbound, content, and data-driven targeting for cleantech and energy companies. Offers structured pipeline support, though execution depth can vary by assigned team and industry focus.

Key Features:

• Account research and intent-based targeting
  
• Multi-stakeholder, role-based messaging
  
• Multi-channel cadences
  
• ABM-style outreach paired with content assets
  
• KPI tracking focused on mid-funnel efficiency rather than full-funnel control
  

Ideal for:
Mid-sized B2B cleantech firms selling into complex buying groups that want structured outbound support without building a full internal revenue engine.

5. Cleantech Growthlab — Growth Consulting & ABM for Cleantech

Overview:
Boutique growth partner focused exclusively on B2B cleantech, blending strategy and execution. Strong in frameworks and playbooks, but with limited operational scale compared to larger, more systematic revenue engines.

Key Features:

• ABM-led targeting frameworks
  
• SEO, PPC, outbound, and content execution
  
• Proprietary growth playbooks
  
• High-intent lead generation focus
  
• Heavier strategic layer, lighter rapid-deployment capacity
  

Ideal for:
Early-stage and scaling cleantech companies that want structured GTM guidance alongside hands-on campaign execution.

These are some of the providers in cleantech marketing and outbound lead generation as we head into 2026. If you are wondering how to choose, look at your primary pain points, start with your main pain points. If you don’t have internal sales development, an outsourced SDR team can fill that role. If your process exists but needs more efficiency, an AI sales automation platform may be enough. If your outreach must be highly industry-specific, a lead generation specialist with domain knowledge can be more effective.

Also consider whether you need only booked meetings or broader support like strategy, positioning, and content. A provider that offers deeper guidance fits the latter, while appointment setting services suit teams that just need consistent pipeline activity.

When evaluating options, look for proven cleantech experience, clear reporting, alignment with your sustainability messaging, and the ability to scale with your growth.

Having the right sales partner can significantly amplify your marketing efforts – but even with a partner, you’ll want to stay informed and involved to ensure the messaging and approach truly reflect your brand.  

Conclusion: How We Help Cleantech Firms Succeed 

Marketing and sales in the cleantech world demand significant time, expertise, and persistence. If your team is stretched thin or you’re looking to scale your outreach quickly, Martal Group is ready to power-up your growth as a dedicated sales partner. 

We deploy an experienced fractional SDR team (on-demand SDRs and account executives) that acts as an extension of your company. Equipped with our AI-driven sales engagement platform, our team identifies ideal prospects – for example, companies with sustainability initiatives, or those showing buying intent for green solutions – and engages them across email, LinkedIn, and phone with personalized, consultative outreach (9). We craft messaging that weaves together financial ROI and environmental benefits, resonating with the dual priorities of cleantech decision-makers. Using our omnichannel marketing approach and constant A/B testing, Martal ensures your solution gets in front of the right people at the right time, with the right narrative.

Martal’s sales-as-a-service model means you get a full-fledged outbound program without the overhead. Need more leads fast? We scale up. Targeting a new vertical like agritech or smart cities? Our team likely has experience in it (our multi-vertical expertise spans 50+ industries). Critically for long-cycle industries, Martal keeps prospects warm: our reps provide ongoing nurturing and follow-ups, so no interested contact falls through the cracks. We don’t just set appointments and disappear – we partner with you through the sales journey, adjusting targeting or messaging with your feedback to improve results continuously.

Results you can expect: a steady flow of qualified meetings with stakeholders who “get” your solution’s value – because we’ve educated them as much as pitched them. Many cleantech clients see accelerated pipelines; one Martal cleantech client, for instance, reported multiple pilot project agreements with enterprise targets that Martal helped engage. By entrusting Martal with outbound prospecting, your in-house team is free to focus on product development and closing sales deals, knowing that the top of funnel is in expert hands. And, as our clients often note, we operate transparently – you’ll receive detailed reports on outreach and can monitor progress in real-time (9).

In essence, Martal Group enables you to scale your pipeline quickly without scaling your staff. We bring the people, process, and technology – honed across years of B2B campaigns – to fuel your growth engine. Our passion is helping innovative companies like yours connect with the partners and customers who will propel your mission forward. Whether you’re aiming to penetrate Fortune 500 companies with your clean tech or rapidly grow mid-market sales, we have playbooks and dedicated teams ready to execute.

Let’s build a sustainable pipeline together. If you’re ready to see breakthrough results in your lead generation and sales outreach, contact Martal Group today for a consultation. We’ll discuss your goals and show you how our sales experts and AI SDR platform can deliver consistent, high-quality opportunities – ultimately accelerating adoption of your cleantech innovations. Martal has helped cleantech firms in solar, energy efficiency, recycling tech, and more achieve greater market visibility and revenue growth. We’d love for you to be our next success story, while together driving the clean economy forward.

Cleantech marketing in 2026 is full of opportunity. By applying the strategies and insights we’ve covered – and partnering smartly when it makes sense – you can connect with the right B2B customers, scale your impact, and grow your business in a way that’s sustainable for both you and the planet. Here’s to your marketing success and to a greener future! 

References 

1. Grand View Research
2. Tigercomm
3. MarketJoy
4. Cleantech Growthlab
5. LinkedIn
6. DemandSage
7. SellersCommerce
8. Salesgenie
9. Martal Group – Cleantech Lead Generation
10. Spotio
11. Martal Group, AI SDR Platform
12. The CMO
13. The Ehrenberg-Bass Institute
14. Listkit
15. Sopro
16. Forrester
17. Marketo
18. InsideSales