ABOUT

Background
Transforming low-temperature waste heat into clean, renewable electricity, Climeon’s technology has the potential to significantly reduce CO2 emissions throughout notably high-emitting sectors. By doing so, Climeon enables companies and organisations to comply with ever-increasing environmental regulations, reduce operating costs and increase sustainability.

Climeon’s award-winning HeatPower 300 Marine module converts low-temp waste heat on board ships into clean, carbon-free electricity. Orange Bird helped create a targeted product launch strategy to increase brand awareness and generate engagement within Climeon’s target markets.

Cleantech Marketing for Climeon
Tasked with conveying the highly technical aspects of Climeon’s product in an appropriate, enticing and accurate manner, Orange Bird set about creating a cleantech marketing strategy that would:

Increase brand awareness
Generate sales
Boost engagement
Nurture investor relations

To achieve these goals, we’ve deployed a number of tactics and used a variety of marketing methods and channels, including:

Branding and design
Content creation
SEO
PR services
Paid advertising
Social media marketing
Email marketing
Marketing Automation
Web development and maintenance

How Orange Bird Helped
The Orange Bird team was excited to assist Climeon in achieving its goals and sharing its waste heat recovery technology with a growing audience. Developing a cleantech marketing strategy and undertaking planning, content creation and campaign execution, Orange Bird provides Climeon with end-to-end cleantech marketing services, including:

Market Research
To maximise the impact of marketing activities, Orange Bird identified key Buyer Personas within Climeon’s target markets. These individuals are typically the decision-makers who will determine how, when and whether to partner with Climeon – so understanding their needs, wants and pain points is essential to creating mutually beneficial partnerships!

Keyword Research and Topic Clusters
Accurate keyword research underpins successful cleantech organic SEO and paid campaigns, which is why Orange Bird set about identifying high-priority keywords for Climeon’s target audience(s). By segmenting keyword research based on our predefined Buyer Personas, we were able to identify the key terms and topic clusters that are most relevant to Climeon’s target decision-makers and use this as part of our content marketing strategy.

Product Development and Launch
As Climeon’s in-house team developed a new product, HeatPower 300, Orange Bird carried out market research and competitor analysis, reviewed trademark availability, helped to establish a target market, identify relevant associative-neologistic product names and create a marketing strategy for a successful launch.

As part of the product development and launch process, we created original content using our team of native English-speaking copywriters and experienced designers, developed a product story to transition prospects from the existing product to the new technology and executed a range of activities to build anticipation before the official launch.

Industry Awards
Generating awareness within Climeon’s target markets was a top priority and securing reputable industry awards is a sure-fire way to increase brand recognition and boost engagement. With HeatPower 300 Marine ready to hit the market, Orange Bird prepared Climeon’s submission for the prestigious Seatrade Cruise Awards 2022 and, low and behold, Climeon’s HeatPower 300 Marine was named Product of the Year 2022:

Branding and Design
Climeon was eager to update its website design, refresh its contents and integrate design assets and information relating to its new product. Orange Bird’s in-house design team worked closely with Climeon to maximise the impact of the brand’s digital assets, retain the existing brand values and create a fresh, new feel for the company’s website:

Orange Bird designed and built new web pages for Climeon’s latest product launch.

Content Marketing
Content is used as part of every marketing activity, so it’s important that it represents the brand accurately, engages its target audience(s) and supports an overarching objective. Used as part of Climeon’s organic SEO, paid advertising campaigns, new product launch and more, Orange Bird researched, authored and optimised numerous pieces of original content.

Orange Bird conducted sector-specific research to identify high-priority publications and PR outlets within Climeon’s target markets and set up inbound PR alerts using tools such as HARO, Source Bottle, Quoted etc.

We also ensured Climeon was featured in its first three industry analyst reports and secured coverage in leading publications and on highly reputable websites, including Sea Technology, Clean Shipping International, The Times, Ships and Ports and Renewable Energy Magazine.

SEO and Link Building
Effective search engine optimisation drives targeted traffic to Climeon’s website, increases the brand’s online visibility and generates valuable leads. Over 12 months, Orange Bird delivered a holistic on-page, off-page and technical SEO strategy that achieved:

5x Organic search traffic
+22.97% Backlinks
3.92x CTR
+150% Referring domains with a domain rating of 90-100
+102.6% Average search rankings
3 000 backlinks to Climeon’s website were secured by Orange Bird within just 6 months

Paid Advertising
Paid advertising and PPC campaigns gave Climeon the opportunity to generate new leads, increase brand awareness within its target markets and optimise engagement. To maximise results and enhance the cost-effectiveness of campaigns, Orange Bird targeted senior decision-makers on popular platforms within Climeon’s established Buyer Personas with engaging and eye-catching ads.

For example, in a highly targeted LinkedIn campaign, Orange Bird achieved:
Conversion rate 40.43%
Industry benchmarks: 5-15%
Video view-through rate 37.08%
Industry benchmarks: 29.5%

Email Marketing
As well as launching Climeon’s very own newsletter, we teamed up with maritime website gCaptain for a collaborative email marketing campaign. Creating engaging copy, impactful visuals and writing the code, Orange Bird executed an extremely successful campaign, achieving an open rate of 40.21% (benchmark 19.66%) and conversion rates of 5.96% and 3.43% (benchmark 1.22%).

Open rate 40.21%
Industry benchmarks: 19.66%
Conversion Goal 1 5.96%
Conversion Goal 2 3.43%
Industry benchmarks: 1.22%

Orange Bird regularly creates attention-grabbing emails to maximise engagement amongst Climeon’s target audiences.

As a result of this campaign, Climeon’s weekly website traffic increased by 91.08% and contact submissions rose by a whopping 669.23%. With an equivalent cost per click of 0.85 USD and a cost per conversion of 24.86 USD (average 53 USD), Orange Bird’s cleantech email marketing campaign for Climeon delivered maximum results at a low cost.

Contact submissions rose by 669.23%
Cost per conversion $24.86
Average $53

Social Media Marketing
Climeon is active on five social media platforms: Facebook, Instagram, LinkedIn, Twitter and YouTube, with LinkedIn proving to generate the most engagement for the brand. To initiate Orange Bird’s social media marketing, we redesigned Climeon’s social media assets, created engaging social media templates and optimised Climeon’s social media profiles.

Over the course of our cleantech marketing collaboration, Orange Bird created insightful copy and engaging visuals for Climeon’s social media platforms. Within 12 months, Climeon’s LinkedIn performance went from strength-to-strength:

Unique visitors: + 704.2%
Page views:+ 769.4%
Custom button clicks: + 643.7%
Reactions: + 523.9%
Comments: + 419%
Reposts: + 470.7%
Total followers: + 10.1%

Marketing Automation
Throughout our ongoing partnership, we’ve helped Climeon to implement automated workflows and access targeted marketing tools to build a cohesive and effective cleantech marketing campaign infrastructure. With marketing automation now in place, Climeon’s campaigns are optimised for maximum efficiency, cost-effectiveness and performance.

Website Optimisation and Maintenance
As well as designing and building new web pages for the Climeon website, Orange Bird has optimised the site to improve performance, enhance SEO rankings and upgrade the user experience (UX). Additionally, we used Google Analytics, Core Web Vitals and Search Console to monitor performance, identify potential issues and implement fixes.

As a result of our technical optimisation, Climeon’s website speed improved significantly, with individual page speeds rising by 30 points on average.

Feedback from the client:

“When searching for a marketing agency, it was important for us to find a team that could understand our technology and complex market space, had solid B2B marketing experience and a wide array of marketing expertise. Finding an agency that shared our passion for innovative climate solutions was an added bonus that we were thrilled to find.

Orange Bird, from the start, has exceeded our expectations in every way. We were immediately impressed by the organization and the transparency they provide in all of the work they do.

We are grateful for the value they have added to our cleantech marketing at Climeon and would recommend Orange Bird to any company looking to increase their market potential.”

Lindsey Karlsson, Marketing & Communications Manager, Climeon