Going Green - have you done it yet?

Really depends on the nature of the B2B market you operate in. In unified communications the productivity benefits that can be provided by collaboration software and remote working for example, have to be positioned alongside efficiency savings - including those based on sustainability / energy savings. So, yes, the "green factor" is there in terms of marketing. How it's positioned depends on the vertical sector being targeted - some will prioritise the tangible cost savings delivered by energy reduction more than the desire to be "green". Others prioritise the sustainability/green argument with cost savings a bonus. As usual in marketing, whether and how you position "green" in the proposition has to be based on the specific audience you are communicating with.

If you go "green" then you risk being labelled as supplying nothing but "green wash" but in reality, the companies that really "get" going green (or sustainability may be a better term) know that it is actually very old fashioned good business sense. Sustainability is all about getting more from existing (shrinking) resources. Which is what Fordist, Time-In Motion and efficiency experts have being trying to do since the industrial revolution. The only real difference is that this new “efficiency” looks uses a much bigger picture. Rather than looking at resources with a factory wall, sustainability looks at resources of across the planet. Which is a much bigger and better business model.

Although "going green" has become an important factor for public opinion, one should always consider his real profit interest in doing so. Using "green" energy can be ruinous to you company over time while a clever and more productive use of resources is not.