CARBONCURE

Turning concrete into carbon storage

CarbonCure has pioneered technology that injects captured CO2 into fresh concrete, where it mineralizes permanently, producing stronger concrete, less cement, and a lower carbon footprint for the world's most used building material.

Founded in 2007 in Halifax and backed by Amazon, Microsoft, and Breakthrough Energy, CarbonCure had already won over early adopters. The harder task was expanding into a sophisticated, risk-averse industry.

A breakthrough, into a slow to change industry

Construction resists change. New technology reads as new risk, and CarbonCure's stackable platform, from Ready Mix to Reclaimed Water to SkySupply, meant no single decision-maker and a sales cycle measured in hundreds of days.

Ruckus was brought in to diagnose the funnel end to end, find where deals stall, and hand CarbonCure a strategy its lean team could actually run.

Mapping the entire journey

Ruckus delivered a 75-page Sales Conversion & Mechanics Strategy, charting the full funnel from lead generation to retention, and separating the market into 14 direct and indirect audiences, from concrete producers to policy makers.

Messaging spoke to both the bottom line and the planet at once, and a five-phase content engine sequenced the work from quick-deployment social posts to white papers built for market expansion.

A go to market engine for selling carbon removal

Ruckus mapped the entire buyer's journey into a single Conversion Mechanics system, defined 14 audiences each with its own hesitations and message, and handed over a positioning and content engine the sales and marketing team could run on its own.