Nice catch! I'm orignally from Norway. Heimdal is the norse god of foresight. Something the world needs in buckets when it comes to climate change.
Our experience so far has been that the environmental angle has been sufficient to persuade. Cement companies are in a bit of a bind given the attention to their sustainability efforts. However we're pitching ourselves as a cost competitive solution. Depending on geography we'll be able to positively affect their bottom line through the carbon credits system. Under the European ETS for example, they reward companies that reduce emissions (https://carbonmarketwatch.org/wp/wp-content/uploads/2016/11/...)