Green claims are under the microscope – and rightly so.
Today’s buyers are more environmentally conscious than ever. This includes B2B companies helping their customers meet ambitious ESG targets. As a result, buyers aren’t afraid to call out greenwashing. So any sustainability marketing statements need to be carefully tailored and backed up with data, transparency and action.
To help clients build these authentic, trustworthy green marketing campaigns, we leverage HubSpot’s marketing, sales and service tools. From tracking real sustainability progress to nurturing long term relationships with eco-conscious customers, its functionalities unlock powerful sustainability communications. We outline five below.
Here’s a challenge: try and find a company website that doesn’t mention being “committed to sustainability”. It’s a common claim – but without proof, it’s just marketing fluff.
HubSpot’s powerful reporting features make it easy to track, report and share meaningful sustainability metrics. Whether you’re measuring carbon footprint reductions, tracking sustainable supply chain data or showcasing community initiatives, custom dashboards let you surface the stats that matter.
You can also enhance your reporting by embedding external content into your HubSpot dashboards – bringing in data from other platforms such as Google Docs, Google Slides or YouTube, to create a centralised hub for all your sustainability insights.
Set up automated reports to share progress with internal stakeholders or export visual summaries to use in meetings or external marketing. If you’re investing in ESG initiatives, HubSpot helps you clearly demonstrate any progress.
Pro tip:
“Use customer properties in HubSpot to track sustainability KPIs like percentage of renewable energy used, recycled materials sources or employee participation in green initiatives”. – Alexander Costello, HubSpot Solutions Engineer
Not every customer cares about the same sustainability topics.
Some are interested in carbon reduction, while others want to see your ethical sourcing policy. HubSpot’s segmentation tools tailor content to particular interests.
You can create smart or static lists and audience segments based on behavioural data (like which pages they’ve visited or emails they’ve opened) or firmographic data (such as industry or location). This lets you tailor your sustainability messaging to what really resonates with each segment.
Combine this with ‘smart content’ in your emails or landing pages to dynamically update messaging based on interest, industry or persona. This makes personalisation possible without needing to create multiple assets.
For example…
Create a workflow that automatically sends a case study about your green supply chain to contacts who’ve downloaded your environmental impact report.
Sustainability isn’t a one-and-done message. It’s an ongoing story – so make sure your website reflects that.
With CMS Hub, you can easily create a dedicated sustainability or ESG hub on your site that’s always up to date. Whether you’re publishing a new carbon audit, celebrating a milestone or launching a new initiative, you can automate updates and share them widely with this tool.
Embed forms to capture feedback, set up live chats for sustainability queries and integrate with third-party data sources or tools to show real-time results (e.g. energy usage dashboards or tree planting counters).
Pro-tip
Use dynamic content modules on your ESG pages so the latest stats or stories update automatically.
Green marketing backed by real voices is a lot more powerful than brand spin.
HubSpot’s social media tools make it easy to bring your sustainability story to life by sharing testimonials, reviews, case studies and community initiatives. You can schedule content across all channels, monitor engagement and report on what’s resonating with your audience from one dashboard.
Highlight customer stories where your green products have helped them hit ESG goals. Share news about employee environmental initiatives. Show behind-the-scenes moments of your latest impact project. Then keep an eye on what content is landing well using HubSpot’s built-in analytics.
We recommend…
Using social listening to track mentions of your brand and sustainability terms so you can join the conversation and create genuine engagement.
Eco-conscious customers aren’t just a segment, they’re part of a growing movement. With the right approach, they can become some of your most loyal brand advocates.
Use lead nurturing workflows in HubSpot to build a journey of valuable content, updates and actions that align with their needs and your sustainability narrative. Educate them about your progress. Share updates from your green innovation roadmap. Invite them to ESG webinars or surveys.
You can also use target accounts (through HubSpot’s ABM tool) to identify and engage with companies that have ESG goals and commitments. This helps you get in front of a highly-engaged audience and show them how your brand can support their mission.
Have you tried…
Creating a monthly or quarterly sustainability digest (packed with updates, wins and opportunities to get involved) that goes out to your green-minded customers?
Better green marketing starts with the right tools
Being sustainable isn’t just about saying the right things, it’s about walking the talk and showing your audience the real impact.
By giving you the tools to track your progress, personalise your message and nurture relationships, HubSpot makes it easier to do just that. Whether you’re a purpose-led brand or just starting your sustainability journey, this platform helps bring your green marketing to life, authentically.
Need help using HubSpot to power your sustainability story? Get in touch with our experts.