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Conversation
Highlights
Welcome to Marketing From the Front Lines, where we have unfiltered conversations with the B2B marketers who are bringing innovative technology to market. In today’s episode, we’re speaking with Marina Azcarate, Head of Marketing at Mitiga Solutions, a deep-tech company that helps organizations manage climate risk.
Here are the most interesting points from our conversation:
- Barcelona’s Tech Ecosystem: Marina discusses how Barcelona is emerging as a hub for deep tech, with strong ties to universities and a history in biotech and gaming. The city’s quality of life and connectivity are attracting innovative companies like Mitiga Solutions.
- Transition from Media to Tech: Marina shares her journey from working at Wyden & Kennedy’s Delhi office in advertising to leading marketing at Mitiga, driven by her passion for “tech for good” and mitigating climate change.
- Branding Inspired by Wyden & Kennedy: Marina explains how Wyden’s philosophy—like “do something people will love first” and focusing on the soul of a brand—shapes her marketing strategy at Mitiga, particularly in building a cohesive narrative around climate risk.
- The Role of Climate Risk: Mitiga Solutions helps companies evaluate climate risk across time horizons using dynamic climate scenarios, offering actionable insights for industries such as insurance and infrastructure, particularly in renewable energy.
- Marketing Education and Value: Marina highlights the importance of educating the market about climate risk. She shares how short, digestible videos and client conversations have been highly effective in driving engagement.
- Scaling and Refining the Narrative: As Mitiga looks to scale, Marina emphasizes the importance of refining the company’s value proposition in a competitive, maturing market to ensure product-market fit in specific verticals.
Actionable
Takeaways
Educate the Market to Drive Engagement:
When working with a new or unfamiliar category, educating the market is essential. Marina explains how Mitiga uses short, digestible content and client testimonials to help potential customers understand climate risk, creating a foundation for future sales. The lesson here is: when introducing a novel concept, prioritize educating your audience before pushing a sales message.
Create a Brand Identity People Love:
Marina stresses the importance of focusing on the “soul” of a brand, a lesson she learned from Wyden & Kennedy. Whether you’re working in B2B or consumer tech, it’s crucial to treat your brand like a person with a distinct personality. This humanizes the brand and fosters stronger connections with your target audience, making it more memorable and relatable.
Adapt Your Marketing Strategy to the Product Lifecycle:
As your market matures, the approach must evolve. Marina highlights how Mitiga is refining its narrative to ensure product-market fit as competition in climate risk grows. For startups, this means continuously reevaluating messaging and ensuring that your product positioning resonates with a more specialized audience as the category evolves.
Leverage Customer Testimonials to Build Trust:
Marina emphasizes the value of having existing customers speak on your behalf in public forums. By showcasing real customer experiences, especially with a cutting-edge product like Mitiga’s, you can build credibility and demonstrate value. Early-stage companies should actively seek opportunities to have their customers share success stories through webinars, events, or podcasts.
Understand the Technology to Market Effectively:
Marina advises marketers to fully understand the technical and scientific aspects of their product, even if they don’t have a technical background. Taking a deep interest in the product’s mechanics and asking the right questions helps create more informed, effective marketing campaigns. This is particularly relevant for marketers in tech-heavy industries where credibility and accuracy are key to success.
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