Why Trust Beats Flash in Climate Tech: Sherry Chapman’s Journey at Fortera
In this episode of Beyond the Brief, host Chris Perkins welcomes Sherry Chapman, the VP of Marketing at Fortera, a company pioneering low-CO2 cement technology. Sherry shares her extensive background in marketing, particularly in the consumer electronics sector, and how her experiences have shaped her approach at Fortera. She emphasizes the importance of transferable skills in marketing, especially when transitioning between industries, and encourages listeners to embrace career changes as valuable opportunities for growth.
Sherry delves into Fortera's innovative approach to cement production, which aims to reduce greenhouse gas emissions by mineralizing industrial CO2. She explains the company's mission-driven focus and the significance of scaling their technology to compete with traditional cement products without charging a green premium. Throughout the conversation, Sherry highlights the importance of building trust in the industry through transparency and third-party validation, as well as the challenges of navigating a risk-averse market. The episode concludes with insights into the future of marketing in the climate tech space and the exciting developments on the horizon for Fortera.
Keywords
Fortera, low CO2 cement, Sherry Chapman, climate tech, marketing strategies, sustainable construction, greenhouse gas emissions, career transitions, innovation in cement
Takeaways
* 'A lot of what you know, especially in marketing, can be applied to different segments.'
* 'It's all about scale.'
* 'We don't tell, we show.'
* 'This is a very risk-averse industry.'
* 'We have to create our solution within their framework.'
* 'The emotional side obviously is through the value chain.'
* 'We need everybody to succeed.'
* 'Restraint and transparency beat traditional flashier tactics.'
* 'You will fail, and that's okay.'
* 'It's important to create those building blocks of trust.'
Sound bites
"Go for it, because a lot of what you know can be applied."
"It's all about scale."
"We don't tell, we show."
Chapters
00:00 Introduction to Sherry Chapman and Fortera
02:11 Sherry's Marketing Journey and Career Transitions
04:24 Understanding Low CO2 Cement and Its Importance
06:18 Target Market and Go-to-Market Strategy
09:00 Pricing Strategy and Market Positioning
12:03 Sales Cycle and Project Lead Times
15:21 Building Trust in the Industry
18:02 Creating a New Category in Cement
20:16 The Role of Restraint and Transparency in Marketing
22:23 Surprises in the Climate Tech Space
24:22 First-of-a-Kind Projects and Their Challenges
26:52 Funding and Future Growth of Fortera
28:47 Marketing Strategies and Inbound Focus
33:10 Mentorship and Influences in Sherry's Career
36:38 Advice for New Marketers in B2B
41:24 Looking Ahead: Exciting Developments at Fortera
