Wednesday, November 4, 2009

Marketing - Moving from High Tech to Clean Tech

By Mark Helfen

It will be a clean, green evening at the November 9 SDForum Marketing SIG meeting, where an expert panel will discuss marketing clean technology, and in particular how clean tech marketing differs from high tech marketing.

The moderators, Kathleen Gilligan and Karen Janowski, are co-founders of the EcoStrategy Group, a consultancy that helps companies in "Bringing Clean Technology Products to Market" and "Helping Businesses 'Go Green.'"

I spoke to Janowski about what to expect during the evening.

For people who are interested in marketing clean tech, they will "learn the kind of career paths that it takes to get from where they are," marketing high tech, to marketing clean tech, said Janowski.

Techniques and tools that come out of high tech marketing can sometimes be applied to clean tech. The panel will talk about where things are the same, and where they diverge.

The topic fits the "classic MarketingSIG audience," according to Janowski. She lists people who currently market high tech but want to move toward clean tech, marketing managers already in the clean tech space, and startups that plan to be selling clean tech products. People marketing high tech products will also gain fresh perspective about new marketing techniques.

I asked her about the three panelists will speak at the meeting.

Marcia Kadanoff is Vice President of Marketing at Sustainable Spaces. Sustainable Spaces describes itself as "Bay Area's leader in green energy remodeling." Kadanoff has been around the valley for a long time, and is an expert at creating "demand by key decision makers," said Janowski.

Kate Gerwe is COO at the Lucid Design Group. They describe themselves as "The pioneer in real-time resource use feedback technology." One of Lucid's primary markets is universities, and according to Janowski, Gerwe's background at Yahoo helps her "create communities" with early adopters, administrators, and students.

Tom Tansy is Vice President of Marketing at Fat Spaniel Technologies, who "the leading independent provider of critical monitoring and reporting services for the renewable energy industry." According to Janowski, Tansy has experience in several clean tech businesses. His prior job was selling clean tech to consumers, while Fat Spaniel sells to businesses.

Where does the "fat spaniel" come in? You will need to show up Monday to find out.


Mark Helfen is a freelance writer, journalist, and marketing consultant. He can be reached at:



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