When you’re running an early-stage cleantech startup or a cleantech scaleup and still developing a product, you might wonder if marketing is necessary for your business at this early stage. The short answer is yes; marketing is crucial for startups and scaleups at the pre-product stage. In this blog, we’ll explain why marketing is essential for your cleantech startup and scaleup and how it can help you build a strong foundation for your business.

Building brand awareness

One of the main goals of marketing is to build brand awareness. Even if you don’t have a product to sell yet, you can start building awareness for your brand. By creating a website, social media accounts, and other online platforms, you can establish a brand identity and attract potential customers.

Testing your messaging and value proposition

Marketing will help you refine your product and ensure it resonates with your target audience. Marketing can also help you test your messaging and value proposition before you launch your product. By running ads or creating content, you can see how people respond to your message and adjust based on their feedback.

Building a community

Marketing can help you build a community around your brand. You can build a following by creating valuable content and engaging with your audience. This can be incredibly valuable when you launch your product, as you’ll already have a group of people interested in what you’re doing.

Attracting investors with cleantech startup marketing

Investors want to see that you have a solid plan to bring your product to market. By demonstrating that you’re actively building brand awareness and a community around your brand, you can show investors that you’re serious about your business and have a plan for success.

Staying top of mind

Marketing can help you stay top of mind with your target audience. Even if you don’t have a product to sell yet, you can create relevant and valuable content for your audience. By doing this, you’ll stay on their radar and be the first brand they think of when they’re ready to purchase.


In conclusion, marketing is essential for startups and scaleups, even at the pre-product stage. By building brand awareness, testing your messaging, building a community, attracting investors, and staying top of mind, you can set yourself up for success when you launch your product. Don’t wait until you have a product to start marketing; start building your brand today.

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