The chapter on thyssenkrupp Materials Services’ greenability initiative presents a comprehensive case study on embedding sustainability into B2B marketing and sales strategy. As businesses navigate increasing environmental and regulatory pressures, the chapter explores how thyssenkrupp transformed these demands into strategic opportunities through its greenability brand. This initiative integrates a Product Carbon Footprint (PCF) tool validated by third-party auditors, enabling accurate CO₂ tracking across scope 1, 2, and 3 emissions. The study outlines how greenability supports clients’ decarbonization goals and compliance needs, moving from mere regulatory adherence to innovation and competitive positioning. The chapter highlights thyssenkrupp’s structured approach, from Go-to-Market (GTM) strategies and educational content to Account-Based Engagement (ABE) tactics, to engage key industry players on their sustainability journey. Key takeaways include the benefits of transparency, alignment with evolving regulations, and the importance of cross-functional collaboration in driving a sustainability-centric growth model. By examining challenges, solutions, and measurable impacts of the greenability initiative, this chapter serves as a blueprint for B2B organizations aiming to leverage sustainability as a cornerstone for long-term market leadership.