How Ecologi's CMO Drives Climate Action Through Strategic B2B Marketing
by Adam Boita
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What you'll discover
when watching Adam's story
- Ensure brand consistency through a clear brand compass and centralized design resources, while empowering customers to share their impact.
- Validate buyer personas and pain points through a combination of independent research and existing customer feedback.
- Approach new technologies like AI by first identifying the problem to solve, rather than adopting technology for its own sake.
- Ungate content and focus on value exchange to educate prospects, as 95% of the B2B market is still in education mode.
- Balance brand building (45%) and performance marketing (55%) for optimal results in B2B marketing.
- Tailor content to different stages of the customer journey, from awareness to consideration to conversion.
- Focus on "sanity metrics" that align with revenue and business goals, rather than vanity metrics.
Meet Adam Boita - CMO @ Ecologi
Adam Boita is the Chief Marketing Officer at Ecologi, a company that helps businesses fund high-quality climate action as part of their net zero journey.
Adam’s impressive career spans over two decades in marketing. He started at Sony PlayStation as a junior product manager, progressing through various roles over 7 years.
He then spent 7 years at Pernod Ricard, managing iconic brands like Absolut Vodka and Jameson Whiskey.
After a stint at NCS, the leading youth summer program for teens, Adam transitioned to Ecologi.
At Ecologi, Adam drives growth through collaboration marketing, partnerships, and commercial team collaboration. He focuses on driving revenue that equates to planetary impact.
Adam’s career journey reflects a progression from entertaining a generation to now protecting the world for future generations to inherit.
Check out Adam Boita's thoughts on marketing fundamentals
When it comes to his approach in marketing metrics, Adam shares:
"There are vanity metrics, and then there are sanity metrics. Sometimes reach and impressions can seem like vanity metrics, but are they clicking through? Are they engaging? Are they converting on-site?"
He also shares his opinion on AI in marketing:
"With any new technology, whether it's AI, the latest ad tech platform, or new targeting tools, you shouldn’t start with the technology. You should start with the problem and see if the technology can help."
And how he validates buyer personas:
"We try to verify them through both independent research and research on our existing customers both through surveys, speaking directly to our customers and analysing calls on Gong."
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