Primary Goal: Generate qualified Roadmapr demo requests and enterprise leads.
Secondary Goal: Strengthen Carbonaires brand as the trusted carbon removal intelligence provider.
Carbonaires occupies a strong position in the voluntary carbon removal market: a Fast Company Innovator 2025, a CNE Steering Committee member, with partnerships spanning UBS, Imperial College, and Oxford. Three recent commercial wins (Shoosmiths, National Highways/Lower Thames Crossing, Gunvor Arizona Biochar) demonstrate real traction and a growing enterprise pipeline.
Roadmapr — the "Intelligence Engine for Decarbonisation" — is the lead product for commercial growth. It delivers SBTi-aligned net-zero pathways in ~2 hours, with board-ready reports and a supplier enablement module designed for Chief Procurement Officers managing Scope 3 emissions.
This plan covers a 7-week sprint (Phase 1: March 16 – May 1, 2026) focused on rapid lead generation, followed by a scalable Phase 2 framework from May onward.
40+
Qualified Leads (Phase 1)
10–15
Demo Requests (Phase 1)
3–5
Pilot / Trial Conversions
15,000+
LinkedIn Followers (from ~10,700)
Roadmapr: The fastest path from climate ambition to defensible action. Enterprise-grade decarbonisation intelligence that turns months of consulting into hours of clarity.
Key Differentiators vs. Alternatives
| Alternative | Roadmapr Advantage |
|---|
Big Four consulting
(McKinsey, Deloitte, PwC, EY) | 10× faster, fraction of cost. Self-serve platform vs. 6-month engagement. Continuous updates vs. static report. |
| EcoVadis / IntegrityNext / carbmee | SBTi-aligned pathways (not just ratings/scores). Board-ready output with sector-specific science. Supplier enablement for Scope 3. |
| Persefoni, Plan A, Watershed, Sweep | Focused on action plans and procurement, not just measurement/reporting. Deep CDR expertise and carbon credit intelligence built in. |
| In-house teams (DIY approach) | Pre-built methodology, 2hr to defensible plan. No need to hire a sustainability team from scratch. |
| Segment | Title / Role | Pain Point | Roadmapr Message |
|---|
| Primary: Chief Procurement Officers | CPO, VP Procurement, Head of Supply Chain | Scope 3 emissions are 70–90% of footprint. No visibility into supplier decarbonisation. | Enable your entire supply chain to decarbonise — in weeks, not years. |
| Secondary: Sustainability Leaders | CSO, Head of ESG, Sustainability Director | Board wants a credible net-zero plan. SBTi deadlines looming. | From ambition to SBTi-aligned pathway in 2 hours, not 6 months. |
| Tertiary: Infrastructure/Public Sector | Sustainability Managers, Procurement Directors | New PPN 06/21 requirements. Net-zero mandated for contracts. | Compliance-ready decarbonisation for major projects and supply chains. |
| Influencer: Climate/CDR Ecosystem | Investors, Policy Makers, Carbon Buyers | Need trusted partners for carbon removal. | Carbonaires = science-backed, trusted carbon intelligence. |
The decarbonisation SaaS market is growing rapidly but remains fragmented. Most competitors focus on carbon accounting and reporting. Roadmapr's focus on actionable pathways and supplier enablement occupies a distinct position.
| Competitor | Focus | Funding | Roadmapr Differentiator |
|---|
| Persefoni (+ Bain) | Carbon accounting, SEC/CSRD compliance | $101M+ raised | Persefoni measures; Roadmapr acts. Action plans, not just reports. |
| Plan A | Carbon accounting, reduction planning | $28M Series B | Broader industry coverage. Supplier enablement not their focus. |
| Watershed | Enterprise carbon measurement | $100M+ raised | US-centric, less CDR depth. Roadmapr offers removal + reduction. |
| Sweep | Carbon management for mid-market | $73M total | EU-focused compliance tool. No SBTi pathway engine. |
| EcoVadis | Supplier sustainability ratings | Est. >$1B valuation | Ratings, not action plans. Roadmapr goes from score to pathway. |
| carbmee | Scope 3 supply chain intelligence | $10M Series A | Narrower focus on data. Roadmapr adds science-backed plans. |
| KEY ESG | GHG measurement (early stage) | Seed | Less mature. Roadmapr has enterprise track record. |
LinkedIn Follower Benchmarking
| Company | LinkedIn Followers |
|---|
| EcoVadis | ~135,000 |
| Watershed | ~71,000 |
| Plan A | ~56,000 |
| Sweep | ~33,700 |
| Persefoni | ~29,000 |
| IntegrityNext | ~22,000 |
| Carbonaires | ~10,700 |
| carbmee | ~10,700 |
| KEY ESG | ~7,900 |
Competitive Opportunity: No competitor combines CDR marketplace expertise + SBTi pathway engine + supplier enablement in one platform. Roadmapr should own the "action layer" narrative: "Others measure your emissions. We build your plan."
March 16 – May 1, 2026 — 7 weeks of focused sprint to generate leads and build pipeline for Roadmapr. Weekends skipped throughout.
- Roadmapr landing page: Create a dedicated /roadmapr page on carbonaires.com (or standalone). Include: hero with value prop, 2-min product video/GIF, 3 use cases, case study snippet (Shoosmiths), "Book a Demo" CTA.
- LinkedIn profile optimisation: Update company page tagline to include Roadmapr. Pin a Roadmapr launch post. Update all team member headlines.
- Content: Publish 2 LinkedIn posts — (1) Roadmapr announcement with product visual, (2) "Why Scope 3 is the new battleground for CPOs" thought piece.
- Email: Reactivate LinkedIn newsletter with a “What we’ve been building” edition introducing Roadmapr.
- Google Ads: Launch search campaigns targeting 'SBTi pathway tool', 'supply chain decarbonisation software', 'net zero planning platform'.
- Outreach: Brief CPO Outreach Consultant on updated Roadmapr pitch deck for CPO outreach campaign.
- CNE Meeting: Prepare 1-pager for DESNZ policy discussion. Position Carbonaires/Roadmapr as policy-aligned tool.
- Content: Publish case study — "How Shoosmiths built a 5-year carbon removal strategy in weeks". Gate the full PDF behind email capture.
- LinkedIn: 3 posts — Head of Science on science credibility, Co-Founder on enterprise pain points, Roadmapr trial teaser.
- LinkedIn Ads: Launch sponsored content targeting CPOs and Sustainability Directors at companies >500 employees. Budget: £500–800/week.
- Outreach: First wave of CPO emails via CPO Outreach Consultant's list. Sequence: intro → value prop → case study → demo offer.
- SEO: Publish pillar article — "The Complete Guide to SBTi-Aligned Net Zero Pathways" (2,500+ words, targeting long-tail keywords).
- Webinar/LinkedIn Live: "Scope 3 Solved: How CPOs Are Using AI to Decarbonise Supply Chains". Promote heavily for 2 weeks. Target 80–120 registrations.
- LinkedIn: 3 posts including one featuring a real Roadmapr output screenshot (anonymised), a behind-the-scenes product build story.
- Google Ads: Optimise based on Week 1–2 data. Add remarketing campaigns for site visitors.
- Content: Publish comparison page — "Roadmapr vs. Big Four Consulting for Net Zero Planning" (key SEO + sales enablement asset).
- PR push: Pitch to ESG/climate media — Carbon Pulse, ESG Today, GreenBiz. Angle: "Fast Company Innovator launches AI pathway engine."
- Outreach: Second wave targeting pipeline contacts (Trafigura, Vodafone, CapMan etc.) with personalised Roadmapr pitch.
- Webinar execution (if scheduled this week). Send recording + summary to all registrants. Create 5 social clips from highlights.
- LinkedIn: 3 posts — webinar recap, customer quote/testimonial (seek from Shoosmiths), upcoming events preview.
- Launch Roadmapr trial programme: Open a limited free trial (5 example sectors) with email gate. Promote via all channels.
- Content: National Highways case study (if permission secured) — massive credibility for public sector / infrastructure audience.
- Paid: Scale LinkedIn ads to best-performing audiences. Test InMail ads for direct demo CTAs.
- Prepare event collateral for IETA European Climate Summit and Energy Tech Summit 2026.
- IETA European Climate Summit (Apr 14, Barcelona): Head of Policy attending. Prepare: 30-second Roadmapr elevator pitch, business cards with QR code to demo page, 5 pre-booked meetings.
- Energy Tech Summit 2026 (Apr 15–16, Bilbao): Co-Founder + Head of Technology attending. Europe's #1 climate tech event. 1,500+ attendees, startup pitches, 1:1 matchmaking. Prepare demo materials and pre-book meetings.
- SF Climate Week (Apr 18): If attending, use for US market signals. If not, publish thought leadership timed to event hashtags.
- Sustainability World Summit (Apr 23, Frankfurt): Evaluate attendance. If yes, same playbook as IETA.
- LinkedIn: 4–6 posts per week around events. Live updates, speaker clips, key takeaways.
- Outreach: Event follow-up sequences within 48 hours of each event. Personalised Roadmapr demo invitations.
- Pipeline review: Score all leads generated in Phase 1. Prioritise top 15 for personal outreach from Co-Founders.
- Content: Month-in-review LinkedIn post summarising learnings and traction (builds social proof).
- Paid: Campaign performance review. Pause underperformers, reallocate budget to winners.
- Prepare Phase 2 plan based on data from Phase 1 (what worked, conversion rates, best channels).
- Retargeting intensify: Hit all site visitors and engaged contacts with demo CTAs.
- Newsletter: Second LinkedIn newsletter edition — Roadmapr early results + upcoming features.
Content is the engine that fuels both organic visibility and paid campaigns. Every piece should serve one or more of: (1) attract CPOs/sustainability leaders, (2) demonstrate Roadmapr's value, (3) build Carbonaires' credibility.
| Content Type | Frequency | Owner | Purpose |
|---|
| LinkedIn posts (company page) | 4–5× / week | Marketing Lead + Co-Founders | Awareness, engagement, thought leadership. Mix of: product insights, market commentary, team stories, case studies. |
| Founder posts (Co-Founders) | 2–3× / week each | Co-Founders | Personal brand amplifies company reach. CPO pain points, product vision, industry takes. |
| Head of Science posts | 1–2× / week | Head of Science + Marketing Lead | Technical credibility. Carbon removal science, methodology insights, regulatory explainers. |
| LinkedIn Newsletter | Bi-weekly | Marketing Lead | Reactivate with Roadmapr content. "Decarbonisation Intelligence" series. Email capture. |
| Blog / SEO articles | 2× / month | Marketing Lead + external | Long-tail SEO. 'SBTi pathway', 'Scope 3 tool', 'supply chain decarbonisation' keywords. |
| Case studies | 1 new / month | Marketing Lead + sales | Gated PDFs. Shoosmiths (done), National Highways (pending), Gunvor (pending). |
| Webinars / Lives | 1× / month | Co-Founders + guest | Lead gen. Gate registration. Repurpose into 5–8 social clips. |
| Comparison pages | 2–3 total | Marketing Lead | "Roadmapr vs Big Four", "Roadmapr vs EcoVadis". SEO + sales enablement. |
Content Pillars
- Pillar 1 — Scope 3 & Supply Chain: CPO-focused. "Why your supply chain is your biggest climate risk", supplier enablement use cases, procurement compliance (PPN 06/21).
- Pillar 2 — SBTi & Net Zero Pathways: "2 hours to a defensible plan", methodology deep-dives, regulatory timelines (CSRD, SEC, UK Transition Plans).
- Pillar 3 — Carbon Removal Intelligence: Head of Science-led. CDR methodology comparisons, market pricing, quality signals, Oxford Principles alignment.
- Pillar 4 — Enterprise Success Stories: Client outcomes, ROI data, industry-specific use cases (legal, infrastructure, finance, energy).
Account: Campaign Manager ID 510625987 | Business Manager: 7002348590425608192 | Company Page: 76510835
Pre-Launch Checklist
- LinkedIn Insight Tag: Install on all pages of carbonaires.com. Go to Campaign Manager → Analyze → Insight Tag → copy the JavaScript snippet. Add to <head> of every page (or via Google Tag Manager).
- Conversion tracking: Set up conversions for: (1) Demo form submission, (2) Case study download, (3) Trial signup. Go to Campaign Manager → Analyze → Conversion Tracking → Create Conversion.
- Matched Audiences: Upload existing contact list from Pipedrive/Sales Navigator. Campaign Manager → Plan → Audiences → Create Audience → Upload a list. Enables retargeting known contacts.
- Company page follow: Ensure Marketing Lead and Co-Founders are listed as admins on the company page. Required for Sponsored Content.
- Billing: Confirm payment method is active in Campaign Manager → Account Settings → Billing center.
Campaign Architecture (5 Campaigns)
Campaign Group: Roadmapr Phase 1 (Mar–May 2026)
|
+-- Campaign 1: Awareness — Roadmapr Value Prop
| +-- Ad Set A: CPOs (UK + EU)
| +-- Ad Set B: Sustainability Leaders (UK + EU + US)
|
+-- Campaign 2: Case Study Retargeting
| +-- Ad Set: Website visitors (90-day) + Engaged audience
|
+-- Campaign 3: Demo CTA (High Intent)
| +-- Ad Set: Target account list + CSO/Sustainability titles
|
+-- Campaign 4: Webinar Promotion (2-week burst)
| +-- Ad Set: Broad sustainability + procurement audience
|
+-- Campaign 5: Thought Leadership Boost
+-- Ad Set: Boosted organic posts (selected weekly)
Campaign 1: Awareness — Step-by-Step Setup
1 Create Campaign Group
- Go to Campaign Manager → Advertise → Create → Campaign Group
- Name: Roadmapr Phase 1 (Mar–May 2026)
- Set start date: March 16, 2026. End date: May 1, 2026.
- Daily budget cap at group level: £250/day (covers all campaigns)
2 Create Campaign
- Name: C1 — Awareness — Roadmapr Value Prop
- Objective: Brand Awareness
- Format: Single Image Ad (start here; add Carousel in Week 2 if performing)
3 Build Audience (Ad Set A — CPOs)
- Location: United Kingdom, Germany, France, Netherlands, Nordics
- Job titles (OR): Chief Procurement Officer, VP Procurement, Head of Procurement, Director of Procurement, Head of Supply Chain, VP Supply Chain
- Company size: 501–10,000+ employees
- Industries: All (do not restrict — CPOs exist across sectors)
- Exclude: Carbonaires employees, existing contacts (via Matched Audience exclusion)
- Expected audience size: aim for 30,000–80,000
4 Build Audience (Ad Set B — Sustainability Leaders)
- Location: UK, EU, US (major metros)
- Job titles (OR): Chief Sustainability Officer, Head of ESG, Sustainability Director, VP Sustainability, Head of Net Zero
- Company size: 501–10,000+
- Exclude same as above
- Expected audience size: 40,000–120,000
5 Budget & Bidding
- Daily budget: £60–85 per ad set (£120–170/day total for Campaign 1)
- Bid strategy: Maximum delivery (let LinkedIn optimise). Switch to manual CPC if CPCs exceed £8.
- Schedule: Run Mon–Fri only (B2B audience drops off at weekends).
6 Create Ads
- Upload 2–3 ad variants per ad set for A/B testing
- Image spec: 1200×627px (landscape) or 1080×1080px (square)
- Headline: max 70 characters. Intro text: max 150 characters for above-the-fold visibility.
- CTA button: "Learn More" (awareness) or "Sign Up" (trial)
- Destination: carbonaires.com/roadmapr (with UTM parameters)
Campaign 2: Case Study Retargeting
- Objective: Website Conversions
- Format: Single Image Ad featuring Shoosmiths case study hero image
- Audience: Website visitors (LinkedIn Insight Tag audience, last 90 days) + Engaged audience (people who engaged with your LinkedIn content)
- Create audiences: Campaign Manager → Plan → Audiences → Create Audience → Retarget by: Website, then Retarget by: Single Image Ad engagement
- Daily budget: £30–45
- CTA: "Download" → gated case study landing page
Campaign 3: Demo CTA (High Intent — InMail)
- Objective: Lead Generation or Website Conversions
- Format: Message Ads (InMail) or Conversation Ads
- Audience: Target account list (upload from Pipedrive/Sales Nav) + CSO/Sustainability Director titles only
- For Message Ads: sender should be Co-Founder (personal profile, not company). This dramatically improves open rates.
- Daily budget: £45–60
- CTA: "Book a Demo" linking to calendar/booking page
Campaign 4: Webinar Promotion
- Objective: Website Conversions (registration page)
- Format: Single Image + Event Ad
- Audience: Broad — Sustainability OR Procurement professionals, 201+ employees, UK/EU/US
- Run for 2 weeks only (burst). Daily budget: £30–45
- Creative: Feature the webinar title, date, and speaker photos
- CTA: "Register"
Campaign 5: Thought Leadership Boost
- Each week, identify the 1–2 best-performing organic posts (highest engagement rate).
- Click "Boost" on the post directly from the company page.
- Targeting: use the same CPO + Sustainability Leader audiences as Campaign 1
- Budget: £15–30 per boosted post. Run for 5–7 days.
- This extends reach 5–10× on your best-performing organic content at low cost.
Optimisation Cadence
| When | What to Check | Action |
|---|
| Daily (first 2 weeks) | Spend pacing, CPC, CTR | Pause ads with CTR <0.3% after 5,000 impressions |
| Twice weekly | Ad variant performance | Pause worst-performing variant, duplicate winner with new copy |
| Weekly | Audience performance | Shift budget to best-performing ad set. Refresh exclusions. |
| Bi-weekly | Conversion data | Check which campaigns drive demo requests. Reallocate budget. |
| Monthly | Full review | Report to Co-Founders. Decide: scale, pause, or pivot each campaign. |
Total LinkedIn budget: £1,200–1,800 / week (£8,400–12,600 for Phase 1).
Account OCID: 1032582452 | GA4 Property: a211667687p328219270 | Search Console: sc-domain:carbonaires.com
Pre-Launch Checklist
- Google Ads conversion tracking: Link GA4 property to Google Ads. In Google Ads → Tools → Linked accounts → Google Analytics 4. Import key events: demo_request, trial_signup, case_study_download.
- Google Tag Manager: If not installed, add GTM container to carbonaires.com. This manages all tags centrally.
- Enhanced conversions: Enable in Google Ads → Goals → Conversions → Settings. Sends hashed first-party data for better attribution.
- Remarketing audiences: Will auto-populate from GA4. Create custom segments: (1) Roadmapr page visitors, (2) Blog readers, (3) Case study viewers.
- Keyword research verification: Use Google Keyword Planner to validate search volumes for target keywords.
Campaign Architecture (4 Campaigns)
Account: Carbonaires (OCID 1032582452)
|
+-- Campaign 1: Search — SBTi Pathway Tool
| +-- Ad Group: SBTi pathway [exact + phrase]
| +-- Ad Group: net zero planning [exact + phrase]
| +-- Ad Group: science-based targets tool [exact + phrase]
|
+-- Campaign 2: Search — Supply Chain Decarbonisation
| +-- Ad Group: supply chain decarbonisation [exact + phrase]
| +-- Ad Group: Scope 3 management [exact + phrase]
| +-- Ad Group: supplier emissions [exact + phrase]
|
+-- Campaign 3: Search — Competitor Targeting
| +-- Ad Group: Persefoni alternative
| +-- Ad Group: EcoVadis alternative
| +-- Ad Group: carbon accounting tool
|
+-- Campaign 4: Display — Remarketing
+-- Ad Group: All site visitors (excl. converters)
Full Keyword Lists
| Ad Group | Exact Match Keywords | Phrase Match Keywords |
|---|
| SBTi pathway | [SBTi pathway tool]
[SBTi target setting tool]
[SBTi aligned pathway] | "SBTi pathway"
"science based targets tool" |
| Net zero planning | [net zero planning tool]
[net zero planning software]
[net zero planning platform] | "net zero planning"
"net zero roadmap tool" |
| Supply chain decarbonisation | [supply chain decarbonisation tool]
[supply chain decarbonisation software]
[supply chain emissions tool] | "supply chain decarbonisation"
"decarbonise supply chain" |
| Scope 3 management | [Scope 3 management tool]
[Scope 3 emissions software]
[Scope 3 reduction tool] | "Scope 3 management"
"Scope 3 tool" |
| Persefoni alternative | [Persefoni alternative]
[Persefoni competitor]
[better than Persefoni] | "Persefoni alternative" |
| EcoVadis alternative | [EcoVadis alternative]
[EcoVadis competitor] | "EcoVadis alternative"
"better than EcoVadis" |
Negative Keywords
Create a shared negative keyword list in Google Ads → Tools → Shared Library → Negative keyword lists:
free, cheap, course, certification, training, job, jobs, career,
salary, intern, internship, PDF, template, exam, definition,
what is, how to become, degree, university, academic, research paper,
DIY, freelance, volunteer, Wikipedia, Reddit
Ad Copy — Responsive Search Ads (RSAs)
Campaign 1 — SBTi Pathway Tool
Headlines (pin #1 to position 1):
1. SBTi-Aligned Pathway in 2 Hours [PIN 1]
2. Net Zero Planning Platform
3. Roadmapr by Carbonaires
4. From Climate Ambition to Action
5. Board-Ready Decarbonisation Plans
6. AI-Powered Net Zero Pathways
7. Science-Based Target Setting Tool
8. Fast Company Innovator 2025
9. Enterprise Decarbonisation Engine
10. Replace 6 Months of Consulting
11. Trusted by Enterprise Clients
12. Book a Free Demo Today
13. SBTi Aligned • Sector Specific
14. Scope 1, 2 & 3 Covered
15. Try Roadmapr Free
Descriptions:
1. Get a defensible, SBTi-aligned net-zero pathway in ~2 hours. Board-ready reports. Book a demo.
2. Enterprise intelligence engine for decarbonisation. AI-powered pathways across all sectors.
3. Used by Shoosmiths, National Highways & more. Fraction of the cost of Big Four consulting.
4. Supplier enablement for Scope 3. Enable your entire supply chain to decarbonise.
Campaign 3 — Competitor Targeting (Persefoni Ad Group)
Headlines:
1. Looking Beyond Persefoni? [PIN 1]
2. From Measurement to Action Plans
3. Roadmapr — The Action Layer
4. SBTi Pathways, Not Just Reports
5. 2 Hours to a Defensible Plan
6. Book a Demo — See the Difference
Descriptions:
1. Persefoni measures emissions. Roadmapr builds your plan. SBTi-aligned pathways in hours.
2. Go beyond carbon accounting. Get actionable, board-ready decarbonisation plans with Roadmapr.
Remarketing Campaign Setup
- Campaign type: Display
- Audience: GA4 segment — "All visitors to carbonaires.com in last 30 days" minus "Converted users"
- Create in GA4 → Admin → Audiences → New Audience → Custom. Share to Google Ads.
- Ad format: Responsive Display Ads. Upload: logo, 2–3 images (1200×628 landscape, 1200×1200 square), headlines, descriptions.
- Daily budget: £15–30
- Frequency cap: max 3 impressions per user per day
Bidding Strategy
| Campaign | Start With | Switch To (After 30 Conversions) | Target CPC |
|---|
| SBTi Pathway | Maximise Clicks | Target CPA (£80–120) | £4–8 |
| Supply Chain | Maximise Clicks | Target CPA (£80–120) | £4–7 |
| Competitor | Maximise Clicks | Target CPA (£60–100) | £3–6 |
| Remarketing | Maximise Clicks | Target CPA (£50–80) | £1–3 |
Tip: Do not switch to automated bidding (Target CPA) until you have at least 30 conversions in a campaign. Google's algorithm needs data to optimise effectively. Start with Maximise Clicks and a manual CPC cap.
Total Google budget: £750–1,350 / week (£5,250–9,450 for Phase 1).
Total paid media budget (Phase 1): £1,950–3,150 / week ≈ £13,650–22,050 for the 7-week sprint. Recommend starting at the lower end and scaling to top performers by Week 3.
LinkedIn Ad — Variant A (CPO Focus)
Intro text:
Scope 3 is 80% of your carbon footprint. But most supply chain
decarbonisation tools stop at measurement.
Roadmapr goes further — delivering SBTi-aligned action plans
for your entire supply chain in hours, not months.
Headline: Supply Chain Decarbonisation — From Data to Action
Description: AI-powered pathways for CPOs. Book a demo.
CTA: Learn More
Image: Clean visual of a supply chain network with green nodes.
Spec: 1200×627px landscape, <5MB, PNG or JPG
LinkedIn Ad — Variant B (Speed Focus)
Intro text:
Your board wants a credible net-zero plan. Big Four says 6 months.
What if you could have an SBTi-aligned pathway in 2 hours?
That's Roadmapr. Enterprise decarbonisation intelligence by
Carbonaires — Fast Company Innovator 2025.
Headline: 2 Hours to Your Net Zero Pathway
Description: Board-ready. Science-backed. Try Roadmapr free.
CTA: Learn More
Image: Abstract visual — clock + pathway/roadmap graphic.
LinkedIn Ad — Variant C (Social Proof)
Intro text:
Shoosmiths used Roadmapr to build a 5-year carbon removal
strategy — in weeks, not months.
National Highways chose Carbonaires for the Lower Thames
Crossing, one of the UK's largest infrastructure projects.
See why enterprises trust Roadmapr for decarbonisation.
Headline: Trusted by Enterprise. Backed by Science.
Description: Book a 20-min demo of Roadmapr.
CTA: Learn More
Image: Client logo bar or case study hero image.
LinkedIn InMail Template (Campaign 3)
Subject: Quick question about [Company]'s Scope 3 approach
Hi [First Name],
I noticed [Company] has been making progress on sustainability —
impressive work on [specific initiative if findable, otherwise: 'your recent ESG commitments'].
Quick question: how are you currently approaching Scope 3 supplier
decarbonisation? Most of the CPOs and sustainability leaders we
speak to say it's their biggest blind spot.
We've built Roadmapr — an AI-powered tool that generates
SBTi-aligned pathways in about 2 hours. Shoosmiths used it to build
their 5-year carbon strategy, and National Highways chose us for the
Lower Thames Crossing.
Would a 20-minute demo be useful? Happy to show you what a pathway
for [Company's sector] looks like.
Best,
[Co-Founder]
Co-Founder, Carbonaires
Image Specs Summary
| Platform | Format | Dimensions | File Type | Max Size |
|---|
| LinkedIn Single Image | Landscape | 1200 × 627 px | PNG or JPG | 5 MB |
| LinkedIn Single Image | Square | 1080 × 1080 px | PNG or JPG | 5 MB |
| LinkedIn Carousel | Square cards | 1080 × 1080 px each | PNG or JPG | 10 cards max |
| Google Display | Landscape | 1200 × 628 px | PNG, JPG, GIF | 150 KB |
| Google Display | Square | 1200 × 1200 px | PNG, JPG, GIF | 150 KB |
| Google Display | Logo | 1200 × 1200 px | PNG (transparent) | 150 KB |
Detailed briefs for every major content piece in Phase 1. Hand these to the content creator/writer.
Brief 1: Roadmapr Landing Page
| Field | Detail |
|---|
| URL | carbonaires.com/roadmapr (or roadmapr.carbonaires.com public page) |
| Goal | Convert visitors to demo requests or trial signups |
| Target audience | CPOs, Sustainability Directors, Heads of ESG |
| Word count | ~500–700 words (concise, scannable) |
| Deadline | March 20, 2026 (Week 1) |
| Owner | Marketing Lead (copy) + Head of Technology/Co-Founder (tech implementation) |
Page Structure
- Hero section: Headline: "The fastest path from climate ambition to defensible action." Subhead: "Enterprise-grade decarbonisation intelligence. SBTi-aligned pathways in 2 hours, not 6 months." CTA button: "Book a Demo" + secondary: "Try Free"
- Problem statement: 3 pain points with icons: (1) "Scope 3 is 80% of your footprint — and invisible", (2) "Big Four consulting takes months and costs six figures", (3) "SBTi deadlines are approaching fast"
- Product visual: Screenshot or GIF of Roadmapr interface showing a pathway output. If no public screenshot available, use a stylised mockup.
- 3 use cases: (1) CPO: Supply chain decarbonisation, (2) CSO: Board-ready net-zero plan, (3) Infrastructure: PPN 06/21 compliance
- Social proof: "Trusted by" logo bar (Shoosmiths, National Highways, UBS, Imperial, Oxford). Shoosmiths quote/testimonial.
- How it works: 3 steps: Upload data → AI generates pathway → Download board-ready report
- CTA section: "Ready to see Roadmapr in action?" — Demo booking form (name, email, company, role). Or calendar embed.
- Footer: Fast Company Innovator badge, CNE member badge, link to case study
Brief 2: Shoosmiths Case Study (Gated PDF)
| Field | Detail |
|---|
| Title | How Shoosmiths Built a 5-Year Carbon Removal Strategy in Weeks |
| Format | PDF download (gated behind email capture form) |
| Length | 4–6 pages, designed |
| Deadline | March 27, 2026 (Week 2) |
| Owner | Marketing Lead (draft) + design freelancer or Canva |
Structure
- Page 1 — Cover: Title, Shoosmiths logo, Carbonaires logo, hero image
- Page 2 — The Challenge: Shoosmiths needed a credible, science-based carbon removal strategy for their 5-year plan. Internal team lacked the specialist knowledge. Timeline was tight.
- Page 3 — The Solution: How Carbonaires/Roadmapr delivered: methodology, timeline (weeks vs. months), what the output looked like.
- Page 4 — The Results: Key metrics: 5-year strategy delivered, £100k contract value, ongoing relationship. Quote from stakeholder.
- Page 5 — Key Takeaways: 3 lessons for other organisations. Positioned as actionable advice.
- Page 6 — CTA: "Ready to build your carbon strategy?" — Book a Demo, Try Roadmapr Free, contact email.
Landing page for gate: Create a simple page at carbonaires.com/case-study/shoosmiths with: 100-word teaser, 3 key stats, email capture form, "Download" button delivers PDF via email + redirects to thank-you page.
Brief 3: SEO Pillar Article
| Field | Detail |
|---|
| Title | The Complete Guide to SBTi-Aligned Net Zero Pathways (2026) |
| URL slug | /blog/sbti-aligned-net-zero-pathways-guide |
| Target keywords | SBTi pathway, SBTi aligned pathway, net zero pathway tool, science based targets guide |
| Word count | 2,500–3,500 words |
| Deadline | March 27, 2026 (Week 2) |
| Owner | Marketing Lead (draft) + Head of Science (technical review) |
Outline
- Intro (200 words): Why SBTi matters now. Stats on adoption. CSRD/SEC regulatory push.
- Section 1 — What is an SBTi-Aligned Pathway? (400w): Definition, the SBTi framework, near-term vs. long-term targets, net-zero standard.
- Section 2 — Steps to Build Your Pathway (600w): Baseline → target setting → reduction levers → residual emissions → carbon removal → validation.
- Section 3 — Scope 1, 2, and 3: What to Include (400w): Explain each scope. Why Scope 3 is the hardest and most important.
- Section 4 — Common Mistakes (400w): Relying on offsets alone, ignoring supplier engagement, setting targets without action plans.
- Section 5 — Tools and Approaches (400w): Compare: DIY, Big Four, SaaS platforms. Position Roadmapr subtly.
- Section 6 — Regulatory Context (300w): CSRD, SEC climate rules, UK Transition Plans, PPN 06/21.
- CTA section: "Build your SBTi-aligned pathway in 2 hours" with Roadmapr.
Brief 4: Comparison Page — Roadmapr vs. Big Four
| Field | Detail |
|---|
| Title | Roadmapr vs. Big Four Consulting for Net Zero Planning |
| URL slug | /roadmapr-vs-big-four-consulting |
| Target keywords | net zero consulting alternative, SBTi consulting alternative, Big Four sustainability |
| Word count | 1,200–1,800 words |
| Deadline | Week 3 (March 30–April 3) |
- Comparison table: Time to deliver, Cost, Scope covered, Update frequency, Customisation, Output format
- 3 scenarios where Roadmapr wins (speed, cost, continuous updates) and 1 honest scenario where Big Four might still make sense (complex M&A due diligence)
- Shoosmiths as proof point
- CTA: "See how Roadmapr compares for your organisation" → demo
Full copy for CPO Outreach Consultant's 4-email sequence. Personalise [brackets] for each prospect.
Email 1 — The Intro (Day 0)
Subject: Scope 3 is [80]% of [Company]'s footprint — here's how to act on it
Hi [First Name],
I'm reaching out because [Company] is in a sector where supply chain
emissions typically account for 70–90% of the total carbon footprint.
Most organisations know this — but few have a plan to address it.
We've been working with enterprise procurement and sustainability teams
to close that gap. Carbonaires (Fast Company Innovator 2025) has built
Roadmapr, an AI engine that generates SBTi-aligned decarbonisation
pathways — including supplier engagement plans for Scope 3.
The result: what typically takes 6 months of consulting becomes a
2-hour process, with board-ready output.
Would it be worth a 15-minute conversation to see if this is relevant
to [Company]'s sustainability roadmap?
Best,
CPO Outreach Consultant
On behalf of Carbonaires
Email 2 — The Value Proof (Day 3)
Subject: How Shoosmiths built a 5-year carbon strategy in weeks
Hi [First Name],
Following up on my note about Scope 3 — wanted to share a quick
example of what this looks like in practice.
Shoosmiths, a top-50 UK law firm, needed a credible, science-based
carbon removal strategy for their 5-year plan. Using Roadmapr, they went
from zero to a defensible pathway in weeks — not the 6+ months that
traditional consulting would have required.
The result: a board-approved strategy, clear milestones, and a supplier
engagement framework that's already being implemented.
I've attached the summary — happy to walk you through what a similar
pathway would look like for [Company's sector].
[Link to case study or attached PDF]
Best,
CPO Outreach Consultant
Email 3 — The Product Offer (Day 7)
Subject: 2 hours to [Company]'s SBTi-aligned pathway
Hi [First Name],
One more thought on this — we've recently opened Roadmapr for
limited free trials. You can see a sector-specific pathway in about
2 hours, with no commitment.
What you'd get:
• SBTi-aligned decarbonisation pathway for [their sector]
• Scope 1, 2 & 3 reduction roadmap with specific levers
• Board-ready report you can present immediately
• Supplier enablement recommendations for Scope 3
If Scope 3 is on [Company]'s radar for 2026–27, this is the fastest
way to get a defensible plan on the table.
[Book a 20-min demo] or [Start your free trial]
Best,
CPO Outreach Consultant
Email 4 — The Breakup (Day 14)
Subject: No worries — one quick question though
Hi [First Name],
I've reached out a few times about Scope 3 decarbonisation tools —
appreciate you're busy, so I won't keep following up.
Just one quick question: is Scope 3 / supplier decarbonisation
actually a priority for [Company] this year? If so, happy to reconnect
whenever the timing is better. If not, completely understood — no
hard feelings.
Either way, here's a useful resource on SBTi-aligned pathways that
might be worth bookmarking: [link to pillar article]
All the best,
CPO Outreach Consultant
Tip: The breakup email typically has the highest response rate. It removes pressure and gives the prospect an easy way to re-engage. Don't skip it.
Reactivate the LinkedIn newsletter as "Decarbonisation Intelligence" — a bi-weekly newsletter from Carbonaires. Publish via the company page's newsletter feature.
Edition 1: "What We've Been Building" (Week 1 — March 18)
Goal: Reintroduce Carbonaires, announce Roadmapr, invite engagement.
Subject: We've been quiet. Here's why.
You might have noticed our newsletter went silent for a while.
That's because we've been building something big.
Meet Roadmapr — our Intelligence Engine for Decarbonisation.
For the past year, we've been working with enterprise teams who
told us the same thing: "We have climate ambitions. We don't have
a credible plan to get there."
Roadmapr changes that. It delivers SBTi-aligned net-zero pathways
in approximately 2 hours — with board-ready reports, sector-specific
science, and supplier enablement built in.
What's happened since we last wrote:
• Named a Fast Company Innovator 2025
• Helped Shoosmiths build a 5-year carbon removal strategy
• Selected by National Highways for the Lower Thames Crossing
• Completed a £150k CDR project with Gunvor in Arizona
This newsletter — Decarbonisation Intelligence — will land in your
inbox every two weeks with:
• Actionable insights on carbon strategy and Scope 3
• Market signals from the CDR and carbon credit space
• Product updates and use cases from Roadmapr
If you're a CPO, sustainability leader, or anyone responsible for
making net-zero real — this is for you.
[Try Roadmapr Free] | [Book a Demo]
Edition 2: "Roadmapr Early Results" (Week 7 — April 29)
Goal: Share traction, build social proof, drive demo requests.
Subject: What we learned from 7 weeks of Roadmapr in the market
Seven weeks ago, we launched Roadmapr to the market. Here's what
we've learned — and what's next.
[Share specific metrics from Phase 1 — demos booked, trials run,
industries covered, common questions from prospects]
The #1 question we hear from CPOs: "Can Roadmapr handle my
supply chain complexity?" Short answer: yes. [Explain how]
Top 3 sectors using Roadmapr so far: [list based on data]
What's coming in Q3:
• [Feature update 1]
• [Feature update 2]
• Expanded free trial — now covering [X] sectors
[Book a Demo] | [Read the Shoosmiths Case Study]
Ready-to-adapt templates for the company page and founder personal posts.
Template 1: Product Announcement
We built Roadmapr because we were tired of seeing climate plans
that were 200 pages long and sat in a drawer.
What if a defensible, SBTi-aligned net-zero pathway could be
generated in 2 hours?
That's what Roadmapr does.
→ Sector-specific science
→ Board-ready output
→ Supplier enablement for Scope 3
We're opening limited free trials this month.
Comment "ROADMAPR" and I'll send you the details.
#decarbonisation #netzero #SBTi #scopethree #climateaction
Template 2: Founder Thought Leadership
I've spoken to 50+ CPOs this year. Here's what I keep hearing:
"We know Scope 3 matters. We just don't know where to start."
The problem isn't awareness. It's that the tools available
are either:
• Too expensive (Big Four = 6 figures, 6 months)
• Too narrow (ratings, not action plans)
• Too generic (not sector-specific, not SBTi-aligned)
That's why we built Roadmapr. It sits in the gap between
measurement tools and management consulting.
The "action layer" for decarbonisation.
If you're a CPO or sustainability leader figuring this out —
DM me. Happy to share what we're seeing across sectors.
Template 3: Case Study / Social Proof
When Shoosmiths came to us, they had a climate goal but no plan.
6 weeks later, they had:
- A science-based 5-year carbon removal strategy
- Board approval
- A supplier engagement framework
The traditional path? 6–12 months of consulting.
Their path with Roadmapr? Weeks.
Full case study in the comments ↓
#casestudy #carbonstrategy #netzero #SBTi
Template 4: Science / Head of Science
Not all carbon removal is created equal.
Here's what most people get wrong about [biochar / DACCS /
enhanced weathering / ocean alkalinity]:
[3–4 points with specific scientific insights]
At Carbonaires, we've evaluated [X] removal methodologies
across [Y] criteria. The science matters because your net-zero
plan is only as good as the removal credits backing it.
Want to understand which CDR methods are right for your
sector? That's exactly what Roadmapr helps with.
#carbonremoval #CDR #climatetech #science
Template 5: Event Post
Heading to [Event Name] in [City] this week.
If you're there, I'd love to connect — especially if you're
working on:
• Scope 3 / supply chain decarbonisation
• SBTi target setting
• Carbon removal strategy
DM me to grab a coffee or book 15 minutes at our stand.
I'll also be sharing a live demo of Roadmapr — our AI-powered
decarbonisation intelligence engine.
See you there!
#[EventHashtag] #decarbonisation #netzero
Posting Cadence Cheat Sheet
| Day | Company Page | Founder Post (Co-Founders) | Head of Science |
|---|
| Monday | Industry insight or stat | — | — |
| Tuesday | — | Thought leadership / opinion | — |
| Wednesday | Product feature or use case | — | Science explainer |
| Thursday | — | Customer story or lesson | — |
| Friday | Week-in-review or team story | — | — |
- Roadmapr 2-pager: Product overview, key features, 3 use cases, pricing guidance, "Book a Demo" CTA. Print and digital versions.
- ROI calculator: Simple spreadsheet or web tool. "Compare the cost of Roadmapr vs. Big Four consulting for your net-zero plan."
- Demo script: Standard 20-minute Roadmapr demo flow for Co-Founders. Cover: problem → solution → live walkthrough → case study → pricing → next steps.
- Objection handling doc: Top 10 objections and responses. "We already use EcoVadis" → "EcoVadis rates, Roadmapr plans."
- Pitch deck update: Add Roadmapr product slides, Shoosmiths case study, competitive comparison, pricing slide.
- Email templates: For CPO Outreach Consultant's outreach, post-event follow-up, demo follow-up, trial-to-paid conversion.
Events are high-value touchpoints for enterprise sales. Focus on maximising ROI from events already planned.
| Event | Date / Location | Presence | Actions |
|---|
| CNE Meeting | Online | Head of Policy (Steering Committee) | Prepare Roadmapr 1-pager for DESNZ discussion. Position as policy-aligned tool. Network with CNE members. |
| IETA European Climate Summit | Apr 14, Barcelona | Head of Policy (Very High priority) | Pre-book 5 meetings. Roadmapr demo on laptop (live). Collect leads via QR code. Live-post on LinkedIn. |
| Energy Tech Summit 2026 | Apr 15–16, Bilbao | Co-Founder + Head of Technology | Europe's #1 climate tech event. 1,500+ attendees. Prepare demo materials and pre-book meetings. Live-post. |
| SF Climate Week | Apr 18, San Francisco | Evaluate attendance | If attending: US partnership meetings. If not: publish 2–3 posts timed to #SFClimateWeek. |
| Sustainability World Summit | Apr 23, Frankfurt | Evaluate attendance | Strong CPO audience (DACH region). If attending: same IETA playbook. Budget: £1,500–2,500. |
Event Playbook (Repeatable)
- Before (2 weeks): Announce attendance on LinkedIn. Email target attendees to pre-book meetings. Prepare: elevator pitch card, QR code to demo booking, 1-page leave-behind.
- During: Post 2–3 LinkedIn updates per day (photos, key quotes, takeaways). Collect business cards / scan badges. Do live Roadmapr demos where possible.
- After (within 48h): Personalised follow-up emails to every lead. Share event summary on LinkedIn. Add all contacts to Pipedrive. Send Roadmapr trial invite.
GTM is the single point of control for all tracking pixels. Install once, manage everything from the GTM dashboard.
1 Create GTM Container
- Go to tagmanager.google.com → Create Account
- Account name: Carbonaires. Container: carbonaires.com. Platform: Web.
- Copy the two code snippets. Place the first in <head> and the second after <body> on every page.
2 Add GA4 Tag
- In GTM → Tags → New → Google Analytics: GA4 Configuration
- Measurement ID: from your GA4 property (G-XXXXXXXXXX). Find in GA4 → Admin → Data Streams → Web.
- Trigger: All Pages
3 Add LinkedIn Insight Tag
- In GTM → Tags → New → Custom HTML
- Paste the LinkedIn Insight Tag JavaScript snippet (from Campaign Manager → Analyze → Insight Tag)
- Trigger: All Pages
4 Add Google Ads Conversion Tag
- In GTM → Tags → New → Google Ads Conversion Tracking
- Conversion ID and label: from Google Ads → Goals → Conversions → your conversion action
- Trigger: Custom event (e.g., 'form_submit' on the demo/trial thank-you page)
5 Set Up Custom Events
| Event Name | Trigger | Where | Purpose |
|---|
| demo_request | Form submission | /book-demo thank-you page | Primary conversion |
| trial_signup | Form submission | /trial thank-you page | Primary conversion |
| case_study_download | Click on download button | Case study landing pages | Secondary conversion |
| roadmapr_page_view | Page view | /roadmapr or /technology | Engagement signal |
| scroll_75 | Scroll depth 75% | Blog posts / pillar articles | Content engagement |
In GA4 → Admin → Events, mark these as Key Events (formerly conversions):
- demo_request — highest value, primary goal (value: £100)
- trial_signup — high value (value: £50)
- case_study_download — medium value / lead capture (value: £20)
Set event values to help with ROAS calculation. Values are arbitrary but consistent.
Pipedrive is the CRM for all lead management and pipeline tracking.
Pipeline Setup
- Ensure all leads from demo forms are auto-created in Pipedrive. Use Zapier or native form integration.
- Create a deal pipeline: New Lead → Demo Booked → Demo Done → Trial → Proposal → Won/Lost
- Tag lead source: LinkedIn Ads, Google Ads, Outreach, Event, Organic. Use UTM parameters to auto-tag.
- Sync with LinkedIn Sales Navigator for enriched contact data.
Account: us5.admin.mailchimp.com
- Create audience segments: (1) All contacts, (2) Event leads, (3) Trial users, (4) Demo requests, (5) Newsletter subscribers
- Connect to carbonaires.com via embedded signup forms or Mailchimp pop-up
- Set up automations: Welcome series (new subscriber → 3 emails over 7 days), Post-event follow-up (tagged 'event' → 2 emails), Trial onboarding (tagged 'trial' → 5 emails over 14 days)
- Ensure GDPR compliance: double opt-in enabled, unsubscribe in every email, privacy policy linked
Consistent UTM parameters are critical for attribution. Every link in every ad, email, and social post must use this format.
Parameter Format
https://carbonaires.com/roadmapr
?utm_source=[source]
&utm_medium=[medium]
&utm_campaign=[campaign]
&utm_content=[content]
&utm_term=[term]
Standard Values
| Parameter | Paid Ads | Outreach Emails | LinkedIn Organic | Newsletter |
|---|
| utm_source | linkedin / google | outreach | linkedin | newsletter |
| utm_medium | cpc / display | email | social | email |
| utm_campaign | p1-awareness / p1-casestudy / p1-demo / p1-webinar / p1-competitor | cpo-sequence / event-followup | organic-[date] | edition-01 / edition-02 |
| utm_content | variant-a / variant-b / variant-c | email-1 / email-2 / email-3 / email-4 | post-[topic] | cta-demo / cta-trial |
| utm_term | [keyword] for Google | — | — | — |
Example URLs
LinkedIn Awareness Ad (Variant A):
carbonaires.com/roadmapr?utm_source=linkedin&utm_medium=cpc&utm_campaign=p1-awareness&utm_content=variant-a
Google Search Ad (SBTi keyword):
carbonaires.com/roadmapr?utm_source=google&utm_medium=cpc&utm_campaign=p1-sbti&utm_term=sbti+pathway+tool
CPO Outreach Email 1:
carbonaires.com/roadmapr?utm_source=outreach&utm_medium=email&utm_campaign=cpo-sequence&utm_content=email-1
LinkedIn Organic Post:
carbonaires.com/roadmapr?utm_source=linkedin&utm_medium=social&utm_campaign=organic-20260318&utm_content=post-launch
Tip: Use Google's Campaign URL Builder (ga-dev-tools.google/ga4/campaign-url-builder) to generate UTM URLs. Never manually type them — typos break attribution.
Owned Channels
| Channel | Current State | Phase 1 Action | Priority |
|---|
| carbonaires.com | Minimal content. No dedicated Roadmapr page. | Build /roadmapr landing page. Add blog with SEO content. | Critical |
| LinkedIn Company Page (~10,700) | Semi-active. Good follower base. | Increase to 4–5 posts/week. Pin Roadmapr post. | High |
| LinkedIn Newsletter | Inactive | Reactivate: bi-weekly. "Decarbonisation Intelligence" | High |
| LinkedIn Personal (Co-Founders + Head of Science) | Variable activity | 2–3 posts/week each. Cross-amplify company content. | High |
| Email / Mailchimp | Unknown activity | Segment list. Send monthly + event-triggered. | Medium |
| Roadmapr Trial | Login-gated. No self-serve. | Open limited trial (5 sectors). Email gate for access. | High |
Earned Channels
| Channel | Current State | Phase 1 Action | Priority |
|---|
| PR / Media | Fast Company Innovator. Limited ongoing PR. | Pitch to Carbon Pulse, ESG Today, GreenBiz. Angle: AI + CDR. | Med-High |
| CNE Network | Steering Committee member. | Leverage for introductions. Policy-aligned messaging. | High |
| Conferences / Events | Energy Tech Summit 2026 confirmed. Limited otherwise. | Apply for Q3/Q4 speaking slots. Build speaker kit. | Medium |
| Partnerships (UBS, Imperial, Oxford) | Existing relationships. Not fully leveraged. | Co-authored content. Joint webinars. Logo wall. | Medium |
| Client Referrals | Informal | Formalise referral programme. Ask Shoosmiths for intro. | Medium |
Paid Channels
| Channel | Current State | Phase 1 Action | Budget (Phase 1) |
|---|
| LinkedIn Ads (CM: 510625987) | Not active (or minimal) | Launch 4–5 campaigns. Test formats + audiences. | £8,400–12,600 (7 weeks) |
| Google Ads (OCID: 1032582452) | Not active (or minimal) | Search + remarketing. High-intent keywords. | £5,250–9,450 (7 weeks) |
| LinkedIn InMail | Not active | Test for high-value targets. (Week 4+) | £500–1,000 (included above) |
| Programmatic / Display | Not active | Phase 2 consideration. Start remarketing in Phase 1. | Included in Google budget |
Use every Friday to ensure nothing falls through the cracks. Share results at the weekly stand-up.
| Task | Owner | Frequency | ✓ |
|---|
| Review ad spend vs. budget pacing | Marketing Lead | Weekly (Friday) | ☐ |
| Check CPC, CTR, conversion rates (LinkedIn + Google) | Marketing Lead | Weekly (Friday) | ☐ |
| Pause underperforming ads (<0.3% CTR after 5k impressions) | Marketing Lead | Twice weekly | ☐ |
| Create and schedule 4–5 LinkedIn company posts for next week | Marketing Lead | Weekly (Friday) | ☐ |
| Draft/schedule 2–3 personal LinkedIn posts | Co-Founders | Weekly | ☐ |
| Draft 1–2 science posts | Head of Science | Weekly | ☐ |
| Select 1–2 best organic posts to boost (Campaign 5) | Marketing Lead | Weekly | ☐ |
| Review outreach email open/reply rates | CPO Outreach Consultant | Weekly (Monday) | ☐ |
| Update Pipedrive with new leads and deal stages | CPO Outreach Consultant + Marketing Lead | Twice weekly | ☐ |
| Check GA4 for Roadmapr page traffic and conversions | Marketing Lead | Weekly | ☐ |
| Review Search Console for keyword rankings | Marketing Lead | Bi-weekly | ☐ |
| Send weekly performance summary to Co-Founders | Marketing Lead | Friday EOD | ☐ |
| Follow up on event leads (within 48h of event) | Head of Policy / Marketing Lead | As needed | ☐ |
| Review and refresh ad creative (every 2–3 weeks) | Marketing Lead | Bi-weekly | ☐ |
Track weekly during Phase 1 stand-ups. Monthly reporting in Phase 2.
Lead Generation KPIs
| Metric | Phase 1 Target | Data Source | Review Cadence |
|---|
| Demo requests | 10–15 total | Website form / Calendly | Weekly |
| Qualified leads (MQLs) | 40+ total | Pipedrive + manual | Weekly |
| Trial signups | 25–40 | Roadmapr trial gate | Weekly |
| Trial → Demo conversion | >30% | CRM tracking | Bi-weekly |
| Demo → Pilot conversion | >25% | Sales tracking | Monthly |
| Cost per lead (CPL) | <£150 | Ad platforms + CRM | Weekly |
| Pipeline value created | £200k+ | CRM (weighted) | Monthly |
Brand & Engagement KPIs
| Metric | Phase 1 Target | Data Source | Review Cadence |
|---|
| LinkedIn followers | 15,000+ (from ~10,700) | LinkedIn Analytics | Weekly |
| LinkedIn engagement rate | >3% | LinkedIn Analytics | Weekly |
| Website traffic | +50% vs. baseline | Google Analytics | Weekly |
| Roadmapr page visitors | 500+ unique / month | Google Analytics | Weekly |
| Email open rate | >25% | Mailchimp | Per send |
| Media mentions | 3–5 in Phase 1 | Google Alerts + manual | Monthly |
| SEO: target keyword rankings | Page 1 for 5+ terms | Google Search Console | Monthly |
Paid Campaign KPIs
| Platform | CPC Target | CTR Target | Conversion Target | ROAS Target |
|---|
| LinkedIn Ads | £4–8 | >0.5% | >2% to demo page | Track to pipeline |
| Google Search | £3–7 | >3% | >5% to demo/trial | Track to pipeline |
| Remarketing | £1–3 | >0.3% | >1% return conversion | Supportive metric |
Phase 1 Budget Summary (7 Weeks)
| Category | Low Estimate | High Estimate | Notes |
|---|
| LinkedIn Ads | £8,400 | £12,600 | 4–5 campaigns. Start low, scale winners. |
| Google Ads | £5,250 | £9,450 | Search + remarketing. High-intent focus. |
| Content Production | £2,000 | £4,000 | Case study design, landing page, SEO articles. Marketing Lead handles most in-house. |
| Event Costs | £2,000 | £5,000 | Travel for IETA + Energy Tech Summit. Excl. Sustainability World Summit. |
| Tools & Subscriptions | £500 | £1,000 | LinkedIn Sales Nav, Mailchimp, any new tools needed. |
| Outreach (CPO Consultant) | TBD | TBD | Depends on existing arrangement. Estimate £2,000–4,000 for Phase 1. |
| Contingency (10%) | £1,815 | £3,205 | For unexpected opportunities. |
| Total Phase 1 | £19,965 | £35,255 | Recommend starting at £25k range. |
Phase 2 Monthly Budget Guidance
| Category | Monthly Range | Notes |
|---|
| LinkedIn Ads | £4,000–£6,000 | Sustained + ABM campaigns |
| Google Ads | £2,500–£4,000 | Scale winners from Phase 1 |
| Content Production | £1,500–£3,000 | Blog, case studies, video, quarterly report |
| Events | £1,000–£3,000 | Average across months (lumpy spend) |
| PR / Earned Media | £500–£1,500 | Freelance PR support if needed |
| Tools | £500–£1,000 | Pipedrive, Sales Nav, analytics |
| Total Monthly | £10,000–£18,500 | Scale based on Phase 1 ROI data |
Budget philosophy: Start lean, measure rigorously, scale what works. Every £1 in paid should be traceable to pipeline. Content and owned channels are the long-term compounding investment; paid is the accelerator. If Phase 1 yields <£150 CPL and >25% demo conversion, Phase 2 budget should increase.
What to do, when, and how to track success.
Marketing Lead
| Action | Deadline | Success Metric |
|---|
| Build Roadmapr landing page | Mar 20 (Week 1) | Page live + tracking installed |
| Reactivate LinkedIn Newsletter | Mar 20 (Week 1) | Edition sent, >20% open rate |
| 4–5 LinkedIn posts / week | Ongoing | >3% engagement rate |
| Publish Shoosmiths case study (gated) | Mar 27 (Week 2) | 50+ downloads in Phase 1 |
| Launch LinkedIn ad campaigns | Mar 25 (Week 2) | Campaigns live, budget pacing |
| Launch Google ad campaigns | Mar 18 (Week 1) | Campaigns live, keywords active |
| SEO pillar article published | Mar 27 (Week 2) | Indexed, ranking after 4–6 weeks |
| Organise webinar | Apr 3 (Week 3) | 80–120 registrations |
| Event collateral for IETA / Energy Tech | Apr 10 (Week 4) | Materials shipped / sent |
| Weekly performance report | Every Friday | Shared with Co-Founders |
Co-Founders
| Action | Deadline | Success Metric |
|---|
| 2–3 personal LinkedIn posts / week | Ongoing | >5% engagement, grow network |
| Run all demos (aim: 2–4/week) | Ongoing | Demo → pilot conversion >25% |
| Approve Roadmapr landing page copy | Mar 18 | Signed off, no delays |
| Record 2-min Roadmapr explainer video | Mar 23 | Video live on landing page |
| Top-15 lead outreach (personal) | Apr 29 (Week 7) | 5+ meetings booked |
| Phase 1 retrospective + Phase 2 plan | May 1 | Data-driven decisions documented |
CPO Outreach Consultant
| Action | Deadline | Success Metric |
|---|
| Align on updated Roadmapr pitch | Mar 18 | Messaging approved |
| Launch Wave 1 email sequence | Mar 23 (Week 2) | 100+ prospects contacted |
| Launch Wave 2 (pipeline targets) | Apr 1 (Week 3) | 50+ personalised emails |
| LinkedIn parallel touches | Ongoing (Day 2,5,10) | 30%+ connection accept rate |
| Event follow-up sequences | Within 48h of events | 100% leads followed up |
| Weekly pipeline update to Co-Founders | Every Monday | Shared in Slack / email |
Head of Science
| Action | Deadline | Success Metric |
|---|
| 1–2 science/methodology LinkedIn posts / week | Ongoing | Position as CDR thought leader |
| Review SEO pillar article for accuracy | Mar 25 | Approved and published |
| Contribute to webinar (panellist or Q&A) | Apr 3–10 | Adds scientific credibility |
| Provide quotes for PR pitches | As needed | 1–2 media mentions in Phase 1 |
Head of Policy & Head of Partnerships
| Action | Deadline | Owner | Success Metric |
|---|
| Prepare CNE meeting materials | Mar 19 | Head of Policy | 1-pager ready, talking points |
| IETA Climate Summit: 5 pre-booked meetings | Apr 10 | Head of Policy | Meetings confirmed |
| IETA: collect leads and live-post | Apr 14 | Head of Policy | 10+ leads, 3+ LinkedIn posts |
| Post-IETA follow-up emails | Apr 16 | Head of Policy | 100% contacts followed up |
| Introduce 3 partnership contacts to sales | May 1 | Head of Partnerships | Intros made, meetings set |
| Explore UBS/Imperial co-marketing | May 1 | Head of Partnerships | 1 co-authored piece or joint event |
Phase 2 builds on Phase 1 learnings to scale what works and introduce new channels. The transition from sprint to sustained growth engine.
Strategic Shifts: Phase 1 → Phase 2
| Dimension | Phase 1 (Mar–May) | Phase 2 (May+) |
|---|
| Focus | Rapid lead gen, pipeline building | Conversion optimisation, retention, expansion |
| Content | High volume, broad topics | Deep expertise, serialised content, co-created with clients |
| Paid | Test all channels, find winners | Scale winners, introduce programmatic + ABM |
| Outreach | Cold outreach via email/LinkedIn | Warm pipeline nurture + referral programme |
| Events | Attend and network | Host own events (roundtables, dinners) + continue conference circuit |
| Product | Drive to demo / trial | Onboarding optimisation, feature announcements, expansion upsell |
| Brand | Awareness building | Category leadership, thought leadership, PR drumbeat |
Phase 2 Key Initiatives
1. Account-Based Marketing (ABM) for Top 20 Accounts
- Identify 20 highest-value targets from pipeline (Microsoft, Trafigura, Shell, Vodafone, L'Oréal, Klarna, CapMan, etc.)
- Create personalised content and ad campaigns per account
- Use LinkedIn Sales Navigator for decision-maker mapping
- Coordinate with Head of Partnerships and CPO Outreach Consultant for multi-touch engagement
- Budget: £2,000–4,000/month for ABM ads
2. Roadmapr Product-Led Growth (PLG)
- Expand trial programme: allow self-serve signup with credit card capture
- Build in-product referral mechanism ("Invite your supply chain partners")
- Automated onboarding email sequence (7-day drip) with sector-specific tips
- Feature announcements as a marketing channel — every new feature = a LinkedIn post + email
- Explore freemium tier for supplier-side users (land-and-expand via CPO buyers)
3. Earned Media & Thought Leadership Programme
- Monthly PR cadence: pitch 1 story/month to Carbon Pulse, ESG Today, GreenBiz, Reuters, Bloomberg Green
- Secure speaking slots at Q3/Q4 conferences: London Climate Week, Climate Week NYC, COP31
- Launch "Decarbonisation Intelligence Report" — quarterly publication with market data (builds authority and earns backlinks)
- Guest posts on industry blogs and LinkedIn articles from Head of Science, Co-Founder, and Head of Policy
4. Customer Advocacy Programme
- Ask Shoosmiths, National Highways, Gunvor for testimonials and case study permissions
- Build a "Customer Advisory Board" (3–5 enterprise clients) for product feedback and marketing co-creation
- Create video testimonials (even 60-second LinkedIn clips)
- Referral incentive: offer extended trial or credit for client referrals
5. CRM Optimisation (Pipedrive)
- Optimise Pipedrive as the unified marketing + sales CRM
- Set up deal-stage automations and reporting dashboards in Pipedrive
- Automated nurture sequences for leads not yet ready to buy
- Attribution reporting: which channels drive demos and which drive revenue
6. Compliance Service Cross-Sell (RegScope/RegWatch)
- For clients on Roadmapr, introduce compliance service as upsell
- Bundled pricing: "Roadmapr + RegScope" for full decarbonisation + compliance coverage
- Targeted campaign in H2 2026 as CSRD deadlines approach