What If Sustainability Was Actually a Growth Strategy? Adam Boita on the 15% Upside

Welcome to Market Movers: Building Brands & Links with Linkifi! Your go-to podcast for transforming your business into an unforgettable brand, where branding meets SEO and link-building. I’m Chris Panteli, Co-Founder and CEO of Linkifi, and I’m joined by my co-host and Co-Founder, Nick Biggs.

In this episode, we’re joined by Adam Boita, CMO at Ecologi, to explore how the climate action platform has evolved from a consumer brand into a growing B2B proposition. Adam breaks down Ecologi’s mix of inbound acquisition, social selling, events, thought leadership, SEO, digital PR and AI visibility, while explaining why brand trust and genuine human relationships are becoming even more valuable in an AI-driven marketing landscape.

 

Key Talking Points

✅ From PlayStation to Purpose-Driven Marketing. Adam began his career at PlayStation, helping launch PlayStation 2 and PlayStation 3 across the UK and EMEA, before moving through major FMCG brands and eventually into purpose-led organizations and climate technology.

✅ What Ecologi Actually Does. Ecologi helps businesses measure and reduce emissions, fund high-quality carbon credits and nature restoration, and report progress toward net zero and compliance requirements.

✅ Turning a Consumer Brand Into a B2B Proposition. Adam joined while Ecologi was still heavily consumer-focused and helped lead the move toward B2B, bringing lessons from consumer brand marketing into a category that had traditionally been much more conservative.

✅ Brand Is Still the Biggest Differentiator. Despite Ecologi’s technology, projects and account management, Adam says customers consistently cite the company’s brand reputation, trust and B Corp positioning as major reasons for choosing it.

✅ Moving Paid Acquisition In-House. Adam found that agencies could optimize surface-level campaign metrics but struggled to connect deeply enough with HubSpot, pipeline progression and closed revenue. Bringing expertise in-house gave Ecologi far greater control over its acquisition engine.

✅ Building a “Mixbound” Growth Engine. Ecologi combines inbound paid media, outbound prospecting, website visitor intelligence, webinars, LinkedIn newsletters, thought leadership ads, dinners and live events to keep the brand consistently visible to its ideal customers.

✅ B2B Brand Campaigns Need a Human Truth. Ecologi’s campaign around the idea that “sustainability shouldn’t be unsustainable” focused on the pressure sustainability leaders face between compliance, storytelling and internal expectations, generating strong engagement within the community.

✅ Sustainability Has to Be Framed as Business Value. Adam argues that climate action increasingly needs to be positioned around risk reduction, resilience, efficiency, competitive advantage and revenue, not simply environmental responsibility.

✅ Human Interaction Is the Moat in an AI World. While AI can automate content and outreach at enormous scale, Adam believes trust-based businesses should resist replacing authentic interaction with endless cloned videos and automated messages.

✅ Enterprise Relationships Can Take 18 Months to Mature. One major RFP opportunity began with an event introduction, followed by drinks, dinners and further interactions over roughly 18 months before Ecologi was invited to pitch for the business.

✅ AI Is Also Changing Ecologi’s Internal Operations. Teams across carbon accounting, marketing and sales are adopting AI, while Adam sees an opportunity to consolidate the tech stack rather than simply adding more individual SaaS products.

✅ SEO and AI Visibility Now Work Together. Ecologi has restructured its website, improved content hierarchy, expanded B2B review signals, monitored AI citation rates and increased digital PR activity around the publications and sources being surfaced by AI systems.

 

Notable Quotes & Moments

📌 “Every campaign needs a red thread.”

📌 “I’d much rather know that we are in the top 3 to 5% of people that are always in their consciousness.”

📌 “Sustainability shouldn’t be unsustainable.”

📌 “It’s no longer a case of sustainability is good for nature. It’s good for business.”

📌 “In an age of AI, your brand and your human interaction is your moat.”

📌 “We’re building the plane and flying the plane at the same time.”

 

About Adam Boita

Adam Boita is the CMO at Ecologi, where he leads brand, creative, performance marketing, digital growth, PR, events and partnerships.

His career spans entertainment, FMCG, purpose-led organizations and climate technology, including roles working with PlayStation, Absolut Vodka, Havana Club, Malibu, Jameson and the National Citizen Service. At Ecologi, he is helping evolve the company from its consumer roots into a B2B climate platform serving SMEs, mid-market businesses and larger enterprises.

🔗 Ecologi: https://ecologi.com
🔗 LinkedIn: https://www.linkedin.com/in/adamboita/

 

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