Building Trust When Your Product Holds Up Buildings

In this episode of The Marketing Front Lines, we speak with Sherry Chapman, VP of Marketing at Fortera, a climate tech company revolutionizing the concrete industry with low-CO2 cement. Fortera has developed a breakthrough technology that captures industrial CO2 emissions from cement production and mineralizes them back into cement, creating their "ReAct" green cement product. Chapman brings a unique perspective to B2B marketing, having transitioned from consumer electronics to climate tech, where she's discovered that restraint and transparency trump traditional marketing tactics in an industry where trust is literally life-or-death. Topics Discussed: Transitioning from consumer electronics marketing to B2B climate tech Building trust and transparency in a risk-averse construction industry Operating with minimal marketing budget while generating significant organic demand The challenge of managing too much inbound demand with a small team Marketing to technical audiences who prefer specs over marketing speak Storytelling complex climate technology to diverse audiences The realities of marketing in the construction and cement industry     //   Sponsors: Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership. www.FrontLines.io The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe.  www.GlobalTalent.co   //   Don't Miss: New Podcast Series — How I Hire Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role. Subscribe here: https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM