Climatiq transforms business activity & spend data into emissions insights
Climatiq is a carbon calculation engine. ERP and SCM platforms use their API to turn activity and spend data into carbon insights, so their customers can automate emissions measurement, reporting and reduction.
Powerful tech, puzzled prospects
Climatiq’s challenge was that their carbon calculation API, while powerful, was too complex for customers to understand and buy. Visitors to their website were often left with more questions than answers, such as “are you a data provider or do you handle the calculations as well?” and "are you a standalone platform?"
Sales conversations with prospects were derailed by technical discussions rather than focusing on the use cases customers could build with automated real-time emissions data. This approach led to a longer sales cycle and confusion due to product misconceptions, such as the belief that Climatiq was a frontend application where customers could manually enter data to calculate their emissions.
Narrowing down the best-fit customer
First, we looked to Climatiq’s existing customers. They were diverse, ranging from supply chain management platforms to ESG businesses, from large Enterprises building their own internal carbon management systems, to platforms like Salesforce, who packaged and sold carbon measurement to their own customers. The breadth of customers posed a problem: while the flexibility of Climatiq's API meant that they could all use it, this same flexibility made it difficult to consistently communicate Climatiq's value.
So, we focused on one best-fit customer first, with a goal to expand to other industries later. With the growing need for companies to report and reduce their greenhouse gas (GHG) emissions - over 90% of which are found within the supply chain - these companies are turning to their ERP and supply chain management (SCM) platforms for assistance. These platforms find it challenging to secure trustworthy and up-to-date data, map emission sources accurately, and have confidence in their calculations and reporting, especially given the variety of frameworks and changing regulatory requirements. The platform-first focus was compelling - one integration could provide emissions tracking to thousands of global manufacturers, making Climatiq's volume-based pricing model particularly effective.
From API to productisation and use cases
Climatiq initially offered their solution as an integration, but this approach created pricing challenges across different API functionalities. We discovered that Climatiq’s customers fell into two camps: those who wanted to build custom calculations as a competitive differentiator, and those who preferred to focus on their core expertise rather than learn new industry-specific calculations. So we streamlined Climatiq’s offerings into two distinct products built around their challenges:
DATA - A complete dataset for platforms who want to do their own mapping and build their own CO2e calculations.
CALCULATE - An end-to-end solution for platforms who want automated, accurate CO2e calculations.
By this stage, we'd identified Climatiq's best-fit customers and defined the two products to make it easier to understand, price, and sell. However, customers were still uncertain about what they could build with Climatiq. So, we created two use cases aligned to their customer maturity journey:
Carbon Measurement - Customers who want to measure their footprint.
Carbon Action - Customers who have measured and now want to reduce their footprint.
To bring these use cases to life, we created dedicated web pages for both carbon measurement and carbon action. These pages make tangible what platforms can build for their customers, outlining a clear carbon maturity path. This starts with measuring carbon emissions through reports and dashboards, then progresses to taking action to reduce carbon through hotspot analysis, supplier evaluation and more.
Next, we linked these use cases to metric-driven customer stories, connecting the products and use cases to customer outcomes. By marrying use cases with real-world impact, we made it easier for prospects to understand how Climatiq helps them.
Carbon as the third KPI
Finally, Climatiq needed to tie themselves into a larger conversation—one that speaks to the future of carbon emissions and business. A story which highlights the opportunities for platforms that embrace this future and the risks for those that don’t. Working with the founders, we identified three factors that are driving change when it comes to companies measuring and reducing their footprint:
Regulations: Most countries have committed to a net-zero target, but it falls on businesses to do the actual work.
Investors: 58% of the Fortune 500 companies have committed to net-zero targets. It’s becoming harder to raise money or go public without a path to sustainability.
Stakeholders: Consumers want products that don’t destroy the environment. And companies are listening. Gartner says 70% of technology leaders will have sustainability performance objectives by 2026.
These trends are converging to make carbon management as critical to business performance as the two business KPIs ‘profit and costs’ which have existed for eternity. It’s not if, but when “carbon becomes the third KPI” for businesses. No longer just a compliance checkbox, carbon measurement will be a strategic asset — a key to unlocking investment, attracting talent, enhancing brand value, and driving operational efficiency and cost savings. We’ve woven this narrative into all of Climatiq's communications, from top-of-funnel assets like web pages, through to blogs and social media content, down to sales materials, case studies and product documentation. Visit website →
