PlatinumBlack’s video series, Platinum Standard, spotlights technical B2B brands that are effectively integrating strategy, marketing, and creative to accelerate growth.
In our fourth episode, we turn our attention to Ebb Carbon, a California based company that is pioneering electrochemical water technology. Our Director of Integrated Marketing Keri Dines and Strategy Consultant Drew Silaski break down what Ebb Carbon appears to be doing well, from positioning to defining their market, and more.
Follow along for the full conversation and future episodes.
PlatinumBlack has no relation to Path Robotics. All insights reflect our professional perspectives and positive assumptions based on publicly available information.
*Transcript has been edited for readability
Drew Silaski:
Hi, I'm Drew Silaski, a Strategy Consultant with Platinum Black.
Keri Dines:
I'm the Director of Integrated Marketing at Platinum Black. We're going to talk about Ebb Carbon today. I'm excited because some of their projects are in the Pacific Northwest, and I'm from Seattle. Shout out to the PNW.
We're excited to talk about the great things they're doing with their marketing strategy and marketing programs. We have not worked with Ebb Carbon. Everything we're going to discuss reflects our professional opinions and positive assumptions about their work.
Drew Silaski:
They've been doing some great things. And you know what they've really been doing?
Keri Dines:
What's that?
Drew Silaski:
They've been making waves in the climate tech space.
Keri Dines:
I do. I see what you did there.
Drew Silaski:
What Ebb Carbon is doing is interesting. I think it's a more sophisticated positioning within the climate tech and carbon removal space. Rather than positioning themselves strictly as a carbon removal technology company, they're positioning themselves as a water infrastructure and industrial technology company.
It's an economics-first message where the business outcomes and the benefits for the oceans are delivered alongside carbon removal and positive climate impacts. It's a sophisticated position compared to many of the climate tech companies we see in the market today.
To add to that, their value proposition is built around creating value through their technology by turning waste into freshwater benefits and more sustainable industrial chemical production. Carbon removal and storage are additional benefits that come from the technology they're using.
Keri Dines:
I totally agree. The sophistication of their strategy and messaging, focusing not just on carbon removal benefits but leading with business outcomes, gets buy-in from finance departments and operations teams, not just sustainability leaders. That's a major advantage.
Drew Silaski:
I think it also helps build credibility. They're not simply saying, "Look at the science." They're saying, "Look at what we're doing to help grow your business" and "Look at the positive impact we're creating." It's a combination of messages that creates a unique position in the market.
Their website is another strong example. The imagery is excellent, and the diagrams explaining the technology show a lot of thought and effort.
From a channel perspective, they clearly know where their audience is. They're reaching the right people in the right places, and that's where they invest their marketing time and budget.
For them, it's about depth over breadth. They're focused on being in the right place at the right time to reach the right customer.
You can tell that's a core pillar of their marketing strategy.
Keri Dines:
Absolutely. The website also does a great job explaining the technology to a general audience while still providing the technical depth engineers want.
Drew Silaski:
The way they leverage technical milestones and third-party scientific validation as part of their public relations and marketing strategy helps bridge the gap between marketing and technical messaging. Instead of separating the two, they blend them together to tell a story that resonates with a range of buyers.
Keri Dines:
That third-party validation is critical for building trust and gaining buy-in from the public in places where these facilities may be installed.
Drew Silaski:
From a partnership perspective, it's also interesting. What they've done with Google and Microsoft, along with their infrastructure and scientific validation partners, demonstrates the range of productive partnerships they've built and how those partnerships support both their marketing strategy and overall growth.
Keri Dines:
I'm excited to see what evolves from their next project.
Drew Silaski:
Definitely. There are several things other B2B brands can learn from Ebb Carbon. One is how they lead with business value rather than technical complexity. B2B buyers aren't purchasing technology for its own sake. They're purchasing business outcomes.
Another lesson is how they use strategic partnerships. Through their content and growth strategy, we've seen partnerships with Google, Microsoft, infrastructure providers, and scientific validation organizations.
In a category that is highly technical and naturally invites skepticism, Ebb Carbon addresses concerns directly instead of avoiding them. There are plenty of skeptics around climate change and carbon removal, but Ebb Carbon responds with science, business results, and third-party verification.
That approach neutralizes many of the concerns a skeptical buyer may have.
Keri Dines:
I agree. Address the concerns head-on.
Drew Silaski:
Exactly. By leveraging strategic partnerships, you gain broader reach, validation, and trust from different audiences.
Leading with business value and being intentional about partnerships are things other companies should learn from.
Keri Dines:
I agree. Related to strategic partnerships, less is more across marketing channels.
You don't need a massive website or a huge social presence. You need to be present, but you don't need to be everywhere all the time.
If you're receiving media coverage or a third party creates a video about your work, use those assets. Turn them into articles for your website. You don't have to generate every piece of content yourself.
Drew Silaski:
And based on their LinkedIn presence, it's clear they understand their audience. They've gathered the insights necessary to know where their buyers are and how to reach them. They're investing their marketing budget accordingly.
For a company like Ebb Carbon, LinkedIn, a strong website, positive public relations, scientific validation, and peer-reviewed studies will have a greater impact than channels that may be effective for other brands.
Their focused approach is working well.
Keri Dines:
It also helps build the industry they're trying to create. It allows them to tell a broader story than carbon removal alone and show how positive climate impact results from a larger technology and business story.
Drew Silaski:
As we talk about their marketing strategies and growth, we've watched their social channels evolve, and I expect that growth to continue.
In the spirit of knowledge sharing, what are some things they could do to accelerate that growth moving forward?
Keri Dines:
I'd love to see them invest more in leader-led social content. It's very effective right now, especially on LinkedIn.
They could generate significantly more reach through their leaders' profiles than through a company page alone. It would be a relatively easy initiative, particularly as they move into new projects.
Drew Silaski:
That's a great point. It puts a face behind the company and the science.
Because this is such a science-driven and highly technical industry, adding a more human-centered element to the marketing strategy is a significant opportunity.
Their website and LinkedIn presence are already strong, but bringing more people into the story would help the company continue to grow.
Keri Dines:
I agree. Humanizing the brand is critical. As they continue developing their identity and refining their messaging strategy, that's an area where they can create even stronger connections with their audience. And we actually have a blog on how to make your brand more human.
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