Timely Email Ahead Of The Storm
Timely Email Ahead Of The Storm Today I received an email from Florida Aquastore, a provider of water storage and treatment solutions based out of Boca Raton, FL. I’m not a customer but we’ve interviewed the company a number of times over the past few years to inform Water Online editorial and I’m on their email distribution list.  Continue Reading...
Marketing Lessons From The Shore
Marketing Lessons From The Shore I just got back from a week’s vacation at the New Jersey shore. And what a vacation it was. A true getaway from the information overload that has become the daily and the common. For the entire week, I didn’t watch TV, listen to the radio, stream anything, read any news and most of all, answer any email.  Continue Reading...
Overcoming A Lack Of Product Differentiation – Lessons Learned From The Water Disinfection Market
Overcoming A Lack Of Product Differentiation – Lessons Learned From The Water Disinfection Market For years, manufacturers in the water market have followed a similar marketing process to tell the world about their new products and services. In fact, I’d argue that this traditional marketing approach has been applied the world over across all industrial markets by manufacturers introducing new products.  Continue Reading...
Why Lead Nurturing Doesn’t Work
Why Lead Nurturing Doesn’t Work By now, you’ve probably heard the term “lead nurturing.” As defined by Marketo, lead nurturing is “the process of developing relationships with buyers at every stage of the sales funnel, and through every step of the buyer's journey. It focuses marketing and communication efforts on listening to the needs of prospects and providing the information and answers they need.” That seems a little passive to me.  Continue Reading...
Ignoring The Silent Majority
Ignoring The Silent Majority Recently I walked the trade show floor of one of the largest water-related conventions in the United States.  There was a plethora of pipes, valves, computer screens with pictures of engineered systems, and anything and everything that can describe why I should be running, not walking, to each booth to listen to the “latest and greatest” (AKA a sales pitch) solutions providers have to offer the market. It got me thinking...  Continue Reading...
Applying An Asset Management Approach To Improve Your Marketing Efficiency
Applying An Asset Management Approach To Improve Your Marketing Efficiency The world of water distribution and treatment is becoming more analytical by-the-hour as a variety of converging trends impact the industry. Perhaps the most significant has been the falling cost of computing. As reported by Andy Klein on Backblaze, the cost of a gigabyte has dropped from $500,000 in 1981 to $0.03 today. This has driven the evolution to cloud computing, where storing data has effectively become free.  Continue Reading...
The Next Burgeon In The Water Market Is Here
The Next Burgeon In The Water Market Is Here As of this writing, I truly believe that the water and wastewater market is on the verge of a burgeon.  The last burgeon I remember was in the early part of this century when contaminant removal, specifically arsenic and manganese, was being driven by a change in regulation.  At that time there were contaminant removal companies popping up left, right and center.   Continue Reading...
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BRAND PUBLISHING FOR THE WATER INDUSTRY

Hi, I’m Travis Kennedy, Founder of B2Brand Water.  If you have been paying attention, you’ve noticed that marketing to the water and wastewater industry has evolved and changed dramatically. The time has come to make our marketing helpful.  

More about me here.

BRAND PUBLISHING RELATED STORIES

A lot of writers and marketing experts are starting to promote the principles of brand publishing. Here are some recent stories I’ve found that relate to brand publishing in the water industry:

  • Tools And Techniques For Effective Communication: The Platinum Rule
    Tools And Techniques For Effective Communication: The Platinum Rule

    Scroll down to the “How To” section of Diana Peterson More’s article on communication and you’ll find an interesting tidbit on an approach to adopt in our marketing efforts. More draws a distinction between applying the golden rule in communicating the way we would want to be communicated with and a “platinum rule” in communicating with others the way they wish to be communicated with. It’s a novel approach to addressing the modern marketing challenge.

  • After The Lead Magnet: How To Nurture B2B Leads
    After The Lead Magnet: How To Nurture B2B Leads

    For those unaware, a lead magnet is a piece of content (often an infographic or e-Book) that a reader receives in return for sharing their email address and other demographic information. I couldn’t agree more with Andrew Yedlin’s observation that far too often, the nurturing event that we, as readers, expect on the back end of the download proves ineffective. Plotting out the connections between your various content assets can help avoid air in the system.

  • How To Tailor Your Instagram For Millennial Audiences
    How To Tailor Your Instagram For Millennial Audiences

    Forgive the title. This post from David Gutierrez offers some great advice to all marketers regardless of medium being used. In the water and wastewater industry, we don’t see a lot of professional interaction on Instagram but we are witnessing a generational transformation of our industry. The difference between millennials and their parents in their willingness to see targeted advertising as beneficial versus intrusive is interesting. However, both generations are looking for help from advertisers versus overt promotion.

More Brand Publishing Related Stories