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Green Technology companies need to take marketing lessons from big pharma’s playbook if they want to survive the next few years of limp economic recovery and legislative foot dragging.
GreenTechBuyer recently launched an online affiliate program helping web services informing homeowners about green technology options to monetize on their traffic while enabling meaningful change.
Selling to wants is fantastic when a surging economy leaves people flush with discretionary income, but the spend-happiness of 2003-2008 isn't coming back soon, so any business looking to penetrate new markets better learn to position their product or service as a need. This is a serious dilemma for the green technology industry.
The green industry is graduating from its rambunctious infancy to its more goal-oriented toddler years, casting sales and marketing teams suddenly under the microscope of sobered investors searching for a scalable business model. If baby ‘Green’ is going to grow up to be just like its parents - Social Media and Cloud Computing - and match their “next big thing” realized status, some very different business backgrounds better learn to play together fast.