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Securing Series A Funding for Climate Tech Firm Origen Carbon

  • Case Studies

Company: Origen Carbon
Industry: Climate Tech
Objective: Secure Series A Funding
Challenge: Achieving market differentiation and visibility in a crowded Direct Air Capture (DAC) market.
Solution: Strategic rebranding and development of a targeted Go-To-Market (GTM) strategy.

Background

Origen Carbon, a pioneering Climate Tech company, developed a revolutionary limestone-based Direct Air Capture (DAC) technology. This innovation holds the potential to permanently reduce atmospheric CO2 levels. As Origen Carbon sought to scale its operations and enter new markets, particularly in the U.S., they aimed to secure Series A funding. This would enable them to build a pilot facility, showcase their technology, and enhance their external engagement strategy.

The Challenge

The DAC market, though burgeoning with potential, is highly competitive with numerous players vying for attention and investment. Origen Carbon faced several challenges:
  • Market Saturation: The DAC market was rapidly growing, making it difficult for new entrants to stand out.
  • Lack of Marketing Infrastructure: Origen lacked a dedicated marketing team, a well-defined brand strategy, and a cohesive communications plan. Their website and visual branding were outdated and misaligned with their growth ambitions.
  • Resource Constraints: The company was not in a position to hire a permanent Chief Marketing Officer (CMO) or build a full-scale marketing team, necessitating alternative solutions.

The Solution

1. Fractional CMO Engagement:
2. Comprehensive Marketing Audit:
3. Strategic Rebranding:
  • Recognising the need for a strong market presence, a complete rebranding initiative was launched. A trusted agency was engaged to overhaul Origen’s visual identity, messaging, and digital assets, ensuring alignment with the company’s bold vision and fast-paced growth plans.
4. Go-To-Market (GTM) Strategy Development:
  • A targeted GTM strategy was crafted with a focus on Account-Based Marketing (ABM), aimed at reaching global corporate buyers who could benefit from Origen’s technology. This included a deep dive into Origen’s tech stack, suggesting enhancements and platforms that could effectively execute the GTM strategy.
5. Budget Reallocation:
  • With a leaner, more focused marketing budget, resources were redirected towards strategic activities that would maximize visibility and impact, such as targeted campaigns, thought leadership, and industry partnerships.

Results

The strategic interventions led by Sophia Ahrel delivered significant outcomes for Origen Carbon:
  • Enhanced Market Positioning: The rebranding efforts successfully differentiated Origen in the crowded DAC market, helping the company stand out as an innovative leader in Climate Tech.
  • Improved Stakeholder Engagement: The refined brand messaging and targeted ABM approach led to better engagement with potential investors and corporate partners, critical for securing Series A funding.
  • Efficient Use of Resources: By reallocating the marketing budget and optimizing the tech stack, Origen was able to maximize their marketing ROI without the need for a large in-house team.
“We brought Sophia in at a pivotal time in our growth journey. She was fantastic and had a rapid impact on the business, quickly adding value by identifying significant savings in our marketing spend within her first two weeks, advising on our GTM strategy and ABM targeting, and supporting us with branding and investment positioning, particularly as we turned to the US market. Being able to bring in Sophia, as an experienced marketer, but on a fractional and therefore flexible basis when the business needed it most, was a huge value-add for us. She quickly got to know the senior leadership team, made an impact from day one and alleviated a lot of time for myself and our CEO to focus on other priorities. It’s a model we’d definitely use again in our next phase of growth”.
Dustin Pool, Chief Commercial Officer

Key Takeaways

Origen Carbon’s journey underscores the importance of strategic marketing leadership and the value of a well-executed rebranding and GTM strategy, especially in a competitive and fast-evolving industry like Climate Tech. By leveraging a Fractional CMO, Origen was able to rapidly adapt, scale, and position themselves effectively to attract crucial investment and drive their mission forward.

Conclusion

Origen Carbon’s experience highlights the power of agile marketing strategies and the impact of focused, expert guidance during critical growth phases. Their successful pivot not only positioned them for Series A funding but also established a solid foundation for future market expansion and innovation in the fight against climate change.
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by tml Partners
Growth Partners
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