Webinar | Tech Positive: Marketing in the Green Economy

Posted on March 22, 2024 by Man Bites Dog

This technology marketing masterclass – hosted by Man Bites Dog’s Head of Technology Division Fiona Buckley and featuring Patrick Cassleman, Senior Director, Sustainability Center of Excellence at Intel and Man Bites Dog CEO Claire Mason – explores marketing at the convergence of sustainability and digitalisation.  

For business leaders, technology plays a paradoxical role in the sustainability agenda. This is because fundamental business functions such as global computing, data centres and data transmission networks are inarguably significant contributors to carbon emissions, water use and e-waste. There is a scale that needs to be balanced: demand for computing performance vs reducing environmental impact.

In this webinar, the panel discussed The Sustainable CTO, a global thought leadership platform developed by Man Bites Dog and Intel, which shines the spotlight on tech leaders as pivotal sustainability influencers in the corporate C-suite. Patrick, Claire and Fiona explain how Intel has used this platform to engage with C-suite buyers and supercharge sales. 

The panel also dived into The Sustainable CTO, a thought leadership initiative created for Intel in partnership with Man Bites Dog. The study gathered insights from 2,020 global business leaders from 22 markets to share their triangulated perspectives as CTOs, CEOs and chief sustainability officers (CSOs) in the world’s largest companies. The Sustainable CTO initiative introduced a new model of tech leader with the potential to become the greatest driver of sustainability in the corporate C-suite. Man Bites Dog positioned Intel as a thought leader in sustainability by moving the agenda beyond ‘tech zero’ to ‘tech positive’.

Tech Zero: Reducing the carbon footprint of an organisation’s IT function. 

Tech Positive: Using technology as a lever for the whole organisation to reach its net-zero goals and to have a positive overall impact, driving business growth and accelerating innovation.

The webinar also broke down five practical steps to successful thought leadership.

  1. Future Thinking: to be a thought leader you must lead, not follow.
  2. A Strong Core Idea: a radical concept that represents against-the-grain thinking.
  3. Substantial Data: credible evidence to support your story.
  4. Alignment to your strategy and services: starting with the end in mind.
  5. Winning attention and engagement: unleashing your experts and engaging others in the story.

Fiona, Patrick and Claire discussed the power of implementing all five of these elements to see both internal and external results across your organisation. Specifically, the panel discussed the opportunity that this content can bring to sales teams. By giving them original data on a topic of key interest to their client's business success, such as sustainability, they can have informed and educated conversations with those clients, forming stronger relationships.

To learn more about the power of thought leadership and what it could mean for your organisation, reach out to us at [email protected]. For the latest updates on Man Bites Dog events and content, register for future event invitations here, or follow us on LinkedIn.


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