July 23, 2025 | Resonates
The climate crisis demands an urgent response, with joined-up action to decarbonise homes, transport, and every sector of the economy. Investors recognise both the scale of the problem, and the potential for the right answers to deliver huge and sustained returns. And yet they exist in an incredibly busy space, full of competing and complementary ideas and technologies.
For cleantech innovators, having the right ideas or products is only a step on the way to growth. Attracting investment means standing out in a sea of startups and scaleups competing for funding. Without strategic expertise, and expert insight on messaging, PR and marketing, businesses offering essential and breakthrough technologies risk being overlooked.
Partnerships that deliver
Yet innovations rarely start with a product pitch. It’s almost unheard of that people making discoveries in the lab, writing cutting-edge software, or imagining breakthrough concepts have expertise in building and publicising a business. That’s why so many rely on expert partnerships to achieve their funding and growth targets.
At Resonates, we specialise in supporting cleantech innovators in refining their messaging, gaining media coverage, and marketing their services. With more than 25 years’ experience, we excel at earning attention in leading national and sector publications. That’s why we’re so pleased to be in partnership with Saline, a specialist in business growth and incubator services for green and cleantech organisations that are starting up, scaling up or looking to accelerate growth.
As a route to deep expertise and experience, partnering with the right agencies gives innovators access to the expertise, services and networks they need to get established, get noticed, and get funded. Between us, Resonates and Saline offer innovators proven and complementary expertise in marketing, publicising and growing their business: Saline supports early-stage and scaling green technology businesses, connecting them with the expertise and funding they need to accelerate growth and providing hands-on business development services including lead generation and nurturing. Resonates works alongside Saline’s experts, providing strategic PR and marketing designed to support the business’ growth and investment targets.
How we’re accelerating Latent Drive
Our joint work with Latent Drive provides the perfect illustration. This startup in the green hydrogen space has developed innovative, proven technology for efficient gas production from seawater. The business is targeting sectors including the offshore wind industry, offering the ability to co-locate hydrogen production on wind farms potentially reducing cable costs, and helping avoid curtailment at times of low demand or high production. This game-changing technology will dramatically drive down the cost of green hydrogen.
Saline is working to support Latent Drive’s ambitions for growth, developing strategies and helping position the business for further investment. Working collaboratively, Resonates is providing messaging expertise to help nail down the brand’s proposition. We’ve also identified opportunities to gain media exposure, running a three-month public relations sprint to raise Latent Drive’s profile with investors through a campaign of news releases and targeted thought-leadership content.
To date, Resonates has secured 29 pieces of earned coverage for Latent Drive within sector-specific media, reaching an audience of nearly 400,000 – of whom 233,000 are in the target demographic. Some 69% of coverage was in international media, with 24% in national publications.
Partnering for the future
“Our partnership with Resonates means we can offer our clients expertise in media and messaging,” said Tim Smith, managing & strategy director at Saline. “That’s the perfect complement to our own skills in preparing startups for investment and generating growth.”
“Working together, our agencies help identify and refine what it is our clients want to say, creating the bedrock on which we can build out strategies for expansion, and a stronger proposition that helps when talking to investors.”
Chris Dace, director and founder of Resonates, added: “It’s been a pleasure to collaborate with Saline on our work with Latent Drive. By pooling our expertise, we’ve achieved more for the client, delivering the value and results Latent Drive needs to help realise its journey to success.”
“Inspired by the partnership’s success, Resonates and Saline are looking at further collaborations across events, clients and sectors. I’m excited to explore how we can help other cleantech innovators together.”
