How to at Least 2x Your Marketing ROI
- Kimberly Heismann
- Apr 4
- 4 min read
The (Surprisingly Emotional) Strategy Sustainable Brands Are Using to Win
By Kimberly Heismann, Emotiva
If your campaigns are sharp, your channels are optimized, and your product is solid… but your ROI still isn’t where it should be, you’re not alone.
Cleantech and sustainable B2B companies are some of the most innovative in the world. But when it comes to marketing? Too many are playing it safe — the kind that sound smart but leave audiences unmoved.
Here’s the truth: Emotionally engaging copy is the most underused, ROI-boosting asset in B2B marketing today. And the best part? It’s already working for companies just like yours.
Why Emotional Copy Works (Even in B2B)
Let’s bust a myth: that emotion doesn’t belong in B2B.
In reality, studies show that B2B buyers are 50% more likely to purchase when a brand delivers personal value — and 8x more likely to pay a premium when they feel emotionally connected.
That’s huge. And in cleantech? It’s a missed opportunity if you’re not tapping into that emotion.
Your audience — CMOs, founders, technical leads — are still humans. They're not just buying clean energy credits or circular materials. They're buying hope, progress, credibility, and peace of mind.
When you shift your messaging from what you do to why it matters — and make that matter felt — your content doesn’t just inform. It converts.
3 Cleantech Giants Who 2x’ed (or More) Their Marketing ROI With Emotion
You don’t have to take our word for it. These companies rewrote their copy, reimagined their campaigns, and reaped the rewards.
Siemens — Turning Tech into a Human Story
Campaign: “Technology for a Sustainable Future”
What they did: Instead of showcasing automation specs, Siemens told the story of a dairy farmer who could now milk 240 cows alone in under an hour, thanks to their tech.
Where it showed up: Blog, video, print ad in a trade journal, sustainability conference talk.
The emotional hook: Empowerment. “If this tech helps a lone farmer, imagine what it could do for you.”
Results:
Product sales more than doubled post-campaign. (>2x!)
Generated new B2B leads outside the original target sector.
Opened the door for cross-industry credibility.
Key takeaway: When you tell a true story that resonates, people see themselves in it — and they reach out.
Schneider Electric — From Solution Provider to Climate Movement Leader
Campaign: “Green Yodha” (“Climate Warrior”) Initiative
What they did: Framed sustainability as a collective movement — a rallying cry for partners, businesses, and individuals to become “climate warriors.”
Where it showed up: Segment-targeted digital content, co-branded summits, business TV partnerships, internal dashboards, and press.
The emotional hook: Pride + Belonging. “Join the mission. Be part of something bigger.”
Results:
10M+ reach in the first phase
31% of engaged companies accelerated sustainability projects (a buying signal)
Elevated brand authority as a sustainability leader
Key takeaway: When you invite your audience into a mission — not just a funnel — engagement becomes organic.
Lenovo — Making E-Waste Beautiful
Campaign: “Precious Metals”
What they did: Partnered with a sustainable jeweler to turn e-waste from laptops into actual gold jewelry.
Where it showed up: Video storytelling, blog posts, social media, conference demo workshops.
The emotional hook: Awe + Responsibility. “There’s hidden beauty in what we throw away.”
Results:
+42% increase in ESG service leads
13M reach in earned media
+69% boost in brand favorability
Key takeaway: Even dry topics like asset recovery can sparkle — if you frame them right.
The ROI Equation: Why This Works
Here’s what all these campaigns had in common:
✅ | They told a human story, not a feature list. |
✅ | They tapped into values that already lived in their audience. |
✅ | They used multiple channels to make the message stick. |
✅ | They measured both emotional resonance and hard business outcomes. |
And they all saw a 2x+ improvement in the metrics that matter — sales pipeline, brand preference, engagement, and yes, revenue.
Want to See How Your Campaigns Stack Up?
Not sure if your current messaging connects emotionally? We’ve built a free campaign scorecard to help you audit your existing copy and content.
You’ll get a quick benchmark of where your message is strong, where it’s too rational, and how to make it hit both the head and the heart.
What This Means for You
You don’t need to overhaul your entire brand or fire up a Super Bowl ad. You just need to get intentional with how you talk to your audience.
Here’s what you can do today:
Audit your homepage and key campaigns. Do they evoke anything real — pride, optimism, urgency, trust?
Pull forward customer stories. Especially ones that show transformation, mission, or surprise.
Use language that moves. Swap “optimize energy consumption” for “free your ops team to focus on what matters.”
If you’re in cleantech or sustainable B2B, you already have the emotional advantage. Your work matters. Now’s the time to make your copy do the same.
Need Help Turning Data into Results?
At Emotiva, we specialize in emotionally intelligent copywriting for cleantech and sustainability brands.
If you’re ready to move from “informational” to irresistible, let’s talk.
Let’s turn your vision into copy that converts — and campaigns that leave a mark.
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