{"id":5061,"date":"2020-01-17T11:07:59","date_gmt":"2020-01-17T11:07:59","guid":{"rendered":"https:\/\/internetmarketingoasis.com\/blog\/ben-wallace-on-the-triple-bottom-line-in-b2b-marketing\/"},"modified":"2020-01-17T11:08:04","modified_gmt":"2020-01-17T11:08:04","slug":"ben-wallace-on-the-triple-bottom-line-in-b2b-marketing","status":"publish","type":"post","link":"https:\/\/internetmarketingoasis.com\/blog\/ben-wallace-on-the-triple-bottom-line-in-b2b-marketing\/","title":{"rendered":"Ben Wallace on the \u2018Triple Bottom Line\u2019 in B2B Marketing"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-27876 aligncenter\" src=\"https:\/\/www.toprankblog.com\/wp-content\/uploads\/TRM_Break_Free_Blog_Ben-1.png\" alt=\"Break Free B2B Interview with Ben Wallace\" width=\"600\" height=\"350\" srcset=\"https:\/\/www.toprankblog.com\/wp-content\/uploads\/TRM_Break_Free_Blog_Ben-1.png 600w, https:\/\/www.toprankblog.com\/wp-content\/uploads\/TRM_Break_Free_Blog_Ben-1-300x175.png 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/p>\n<p>How does the air we breathe have an effect on the work we produce?<\/p>\n<p>It\u2019s not a query I\u2019d contemplated very incessantly, till I had the alternative to speak with Ben Wallace for the newest episode of Break Free B2B. But it\u2019s considered one of many concerns that got here to mild throughout his illuminating interview with TopRank Marketing President Susan Misukanis and myself.<\/p>\n<p>As CEO of Link Positive, a clean-energy enterprise improvement service, and co-founder of soon-to-launch vitality optimization implementation startup Minify Energy, Ben consults firms about vitality efficiencies, lowering environmental footprint, and making a extra comfy workspace. As he explains, there are enterprise and advertising and marketing implications that go effectively past what is clear on the floor.<\/p>\n<p>To illustrate this, he urges a spotlight on the \u201cTriple Bottom Line\u201d: Planet, Productivity, Profit. All three are intertwined, and they&#8217;re essential to the manner B2B organizations current themselves and succeed in the market as we speak and in the essential years forward, factoring local weather change and the values of recent generations defining the workforce.<\/p>\n<p><span class=\"bctt-click-to-tweet\"><span class=\"bctt-ctt-text\">Planet, Productivity, Profit: These parts make up the Triple Bottom Line, in line with @BenWallace. #BreakFreeB2B #SustainableBusiness <\/span>Click To Tweet<\/span><\/p>\n<p>In our wide-ranging dialog with him, Ben explores sustainability from many angles, together with the way it features as a advertising and marketing instrument, sensible methods to make enhancements, the concrete results on workers, and what the future holds.<\/p>\n<h2><span style=\"font-weight: 400;\">Break Free B2B Interview with Ben Wallace<\/span><\/h2>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/speojMZ7D4Y\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p><iframe loading=\"lazy\" style=\"border: none;\" src=\"http:\/\/html5-player.libsyn.com\/embed\/episode\/id\/12770465\/height\/90\/theme\/custom\/thumbnail\/no\/direction\/backward\/render-playlist\/no\/custom-color\/000000\/\" width=\"100%\" height=\"90\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p><span style=\"font-weight: 400;\">If you\u2019re  in testing a specific portion of the dialogue, you will discover a fast common define under, in addition to a number of excerpts that stood out to us.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>1:31 <\/b><span style=\"font-weight: 400;\">\u2013 Following in his father\u2019s footsteps<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>three:27 <\/b><span style=\"font-weight: 400;\">\u2013 Moving from shopper items to B2B<\/span><b>\u00a0<\/b><\/li>\n<li style=\"font-weight: 400;\"><b>10:50 <\/b><span style=\"font-weight: 400;\">\u2013 Shifting to constructing administration\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>12:11 <\/b><span style=\"font-weight: 400;\">\u2013 The affect of air high quality on cognitive potential<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>16:56 <\/b><span style=\"font-weight: 400;\">\u2013 Equipping outdated constructing to fulfill new environmental challenges<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>22:27 <\/b><span style=\"font-weight: 400;\">\u2013 Influencing worker well being if you don\u2019t personal the constructing<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>26:00<\/b><span style=\"font-weight: 400;\"> \u2013 The worth of inexperienced buildings<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>28:45<\/b><span style=\"font-weight: 400;\"> \u2013 The final in user-centric constructing design<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>29:55 <\/b><span style=\"font-weight: 400;\">\u2013 Sustainability as a advertising and marketing instrument<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>32:55 <\/b><span style=\"font-weight: 400;\">\u2013 The function of compliance applications in sustainability<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>34:20 <\/b><span style=\"font-weight: 400;\">\u2013 Focusing on sustainability as a company worth<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>37:13<\/b><span style=\"font-weight: 400;\"> \u2013 Have we misplaced the battle towards local weather change?<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>42:19<\/b><span style=\"font-weight: 400;\"> \u2013 Does your organization want a sustainability audit?<\/span><b>\u00a0<\/b><\/li>\n<\/ul>\n<p><b>Susan: <\/b><span style=\"font-weight: 400;\">Ben, may you discuss a little bit bit about an \u201caha\u201d second which made you suppose you would assist make workplaces extra wholesome environments?\u00a0<\/span><\/p>\n<p><b>Ben:<\/b><span style=\"font-weight: 400;\"> The overwhelming majority of buildings on the market don\u2019t have sensible sensing and controls in them\u2014about 15 to 20% of the buildings have sensible controls, and it\u2019s largely the class A high-rises for individuals who can afford it. But now, applied sciences are rising with low value sensors [such as] cloud compute\u2014and the know-how is there, particularly with a few of these born in the cloud, born digital, firms, making it accessible and inexpensive for just about everybody. And, additionally bearing in mind that usability issue and making it simple and so it\u2019s not as complicated to deploy \u2026\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">I believe the largest aha there \u2026 is occupant expertise.\u00a0 And, wellness and indoor air high quality is considered one of the elements that has a big impact on your cognitive potential. And there\u2019s CO 2 ranges \u2026 exterior they\u2019re round 400-500 elements per million, however in a constructing, they&#8217;ll stand up particularly as persons are respiratory and also you get quite a lot of occupants in a constructing \u2026 You know, you discover you could be drained after lunch and blaming it on the pasta lunch you had, however when it\u2019s very often the CO 2 ranges rising to a degree the place you\u2019re actually extra torpid, and have much less cognitive potential.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And so considered one of the massive issues that we noticed there was the correlation of indoor air high quality and productiveness. And there\u2019s one thing referred to as the Cog Effect Study that Harvard has been working on for a number of years now that has proven 100% cognitive potential enchancment for inexperienced buildings which have higher indoor air high quality.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And so the unhappy irony about that&#8217;s many colleges, for example, have actually poor air circulation \u2026 So the place the place you want the most cognitive potential in a studying setting is usually struggling the most are these with CO 2 ranges. And in order that was one thing that basically was dropped at mild. The individuals in the constructing which can be the final clients\u2014your tenants, your workers and everybody else.<\/span><\/p>\n<p><span class=\"bctt-click-to-tweet\"><span class=\"bctt-ctt-text\">You could be drained after lunch and blaming it on the pasta you had, nevertheless it&#8217;s very often the CO 2 ranges rising to a degree the place you are extra torpid and have much less cognitive potential. \u2014 @BenWallace #Productivity #BreakFreeB2B <\/span>Click To Tweet<\/span><\/p>\n<p><b>Susan: <\/b><span style=\"font-weight: 400;\">How can businesses make extra sustainable selections?<\/span><\/p>\n<p><b>Ben: <\/b><span style=\"font-weight: 400;\">You can take management of your waste stream and you recognize, give some upward strain to your property homeowners \u2026 And as effectively, fascinated about simply the sensible use of scheduling. I imply, there\u2019s quite a lot of gear that runs 24\/7 on the market and lights keep on. Buildings are the second-largest shopper of vitality after transportation in the US. HVAC and lighting makes up someplace between 40 and 60 p.c of that usually.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So, there\u2019s fairly a bit that may be finished with just a few sensible scheduling and sensible controls. \u2026 Start taking a look at some [energy-saving programs]. US GGBC is a superb useful resource for that, which is the Green Building Council. And the Department of Energy, which is the place the ENERGY STAR benchmarking program exists\u2014fairly a little bit of sources accessible there \u2026\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">I believe you, as entrepreneurs, and as an company, you are able to do a number of issues. One, you possibly can select shoppers with that issue as effectively, simply as they\u2019re taking a look at selecting you based mostly on that. Maybe take a look at those that are in the rising new vitality financial system and sustainability-oriented organizations. But I believe simply bringing that ahead as a lot as doable, realizing the elements from provide chain and renewable waste stream and highlighting what your workers are doing out in their properties and in their communities as effectively \u2026 Recognizing what you do collectively is one thing that you would simply carefully maintain observe of and take a look at how one can enhance your vitality effectivity and good company citizenship from a worldwide local weather perspective.<\/span><\/p>\n<p><b>Susan:<\/b><span style=\"font-weight: 400;\"> Can you converse to incorporating your sustainability efforts into firm values and model messaging?\u00a0<\/span><\/p>\n<p><b>Ben:<\/b><span style=\"font-weight: 400;\"> Absolutely. We\u2019ve seen a good circulate of sustainability messaging over the years. There\u2019s a interval of type of heavy greenwashing that was going on in the \u201880s, in the \u201890s. And so you\u2019ve seen recycling applications and also you\u2019ve seen a little bit little bit of vitality effectivity with ENERGY STAR merchandise and issues like that. But the sustainability and company citizenship story can get quite a bit larger \u2026<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s actually expanded and it\u2019s increasingly more essential, well known as one thing particularly essential for us. They are typically thought-about the triple backside line advantages. You\u2019ve acquired income and it\u2019s undoubtedly good for income in case you\u2019re saving vitality, saving on upkeep, getting a greater lease. You are making a extra productive setting\u2014there\u2019s an enormous set of layers of revenue alternative.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Really what we come again to a lot in that is: how is it supporting wellness and decreased absenteeism and, only a pleased productive workforce? But then the planet affect is the third \u201cP\u201d of that \u2026 There\u2019s quite a lot of firms and states and cities which can be simply plowing forward with a path to 100% renewable or zero carbon footprint. And so it\u2019s an extended haul to get there. But there are methods you can not solely get monetary savings and scale back your carbon and begin measuring \u2026 to get to internet zero over time\u2014consuming much less vitality or producing extra vitality than you devour is definitely going to be constructive. There\u2019s alternatives round that from a company perspective and roadmap that may align extra so with what cities and counties are doing.\u00a0<\/span><\/p>\n<p><b><i>Stay tuned to the TopRank Marketing Blog and subscribe to our <\/i><\/b><b><i>YouTube channel<\/i><\/b><b><i> for extra Break Free B2B interviews. Here are a number of interviews to whet your urge for food:<\/i><\/b><\/p>\n<\/div>\n<p><br \/>\n<br \/><a href=\"http:\/\/feedproxy.google.com\/~r\/OnlineMarketingSEOBlog\/~3\/DITksw3RhHY\/\">Source Link Marketing Tips<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<div class=\"mh-excerpt\"><p>How does the air we breathe have an effect on the work we produce? It\u2019s not a query I\u2019d contemplated very incessantly, till I had the alternative to speak with Ben Wallace for the newest <a class=\"mh-excerpt-more\" href=\"https:\/\/internetmarketingoasis.com\/blog\/ben-wallace-on-the-triple-bottom-line-in-b2b-marketing\/\" title=\"Ben Wallace on the \u2018Triple Bottom Line\u2019 in B2B Marketing\">[&#8230;]<\/a><\/p>\n<\/div>","protected":false},"author":4,"featured_media":5063,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[39],"tags":[40],"_links":{"self":[{"href":"https:\/\/internetmarketingoasis.com\/blog\/wp-json\/wp\/v2\/posts\/5061"}],"collection":[{"href":"https:\/\/internetmarketingoasis.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/internetmarketingoasis.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/internetmarketingoasis.com\/blog\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/internetmarketingoasis.com\/blog\/wp-json\/wp\/v2\/comments?post=5061"}],"version-history":[{"count":0,"href":"https:\/\/internetmarketingoasis.com\/blog\/wp-json\/wp\/v2\/posts\/5061\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/internetmarketingoasis.com\/blog\/wp-json\/wp\/v2\/media\/5063"}],"wp:attachment":[{"href":"https:\/\/internetmarketingoasis.com\/blog\/wp-json\/wp\/v2\/media?parent=5061"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/internetmarketingoasis.com\/blog\/wp-json\/wp\/v2\/categories?post=5061"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/internetmarketingoasis.com\/blog\/wp-json\/wp\/v2\/tags?post=5061"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}