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.