It’s a common challenge for marketing professionals, especially at water solutions companies. You’ve secured the budget for content marketing and the time has arrived to get your subject matter experts (SMEs) involved.
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EMERGING MARKETING TRENDS
Marketing experts are embracing the benefits of the types of services we offer at Water Online. Here are their latest thoughts on the subject.
Too many B2B marketers think that marketing works through persuasion — by pushing buyers down a funnel by explaining the benefits of a product or service. The problem is that this fundamental misconception sets those people up for failure.
Content marketing appears to be a simple proposition on the surface, but even many experienced marketing professionals struggle with the concept. That’s because a significant amount of work needs to happen behind the scenes to deliver initial success and then keep it on track for the long term.
Relevant content is in high demand, but marketers are struggling to keep pace. That’s according to a new study that shows most marketing pros report an increase in demand for content over the past year, while nearly half say effective personalized content could increase brand revenue.
Selecting topics might seem like it would be the easiest aspect of content marketing, but for many companies it’s the biggest roadblock to success. Brainstorming can be more effective with these creative approaches from Ecommerce CEO co-founder Darren DeMatas.
Content marketing is out of control, which is killing communication strategies across the globe. According to John Pulizzi, author of Content Inc. and founder of thetilt.com, this happens because companies create content for too many platforms.
New studies show B2B companies see digital interactions as significantly more important to their customers than traditional sales interactions, yet most B2B resource or learning centers are legacy repositories of siloed assets divided and subdivided by classic, static format types. To be successful going forward, B2B companies will need to create more compelling digital content marketing experiences.
While salespeople may be ready for a more aggressive travel schedule coming out of the pandemic, it’s not clear that clients want to get back to that old norm or if corporations will even allow for vendor visits with any regularity. So, how is a B2B salesperson supposed to find new customers when those people don’t want to go back to the old way of doing business?
Ever heard of neuromarketing? Well, you better dig into this emerging method for influencing behavior because it’s going to be a key strategy soon. Neuromarketing is one of the significant trends that will impact B2B marketing effectiveness going into next year. Premium content marketing will also continue to be relevant, and require powerful material, but it’s possible that your blog is no longer sufficient for your industry, according to this piece at Scaleo.
WATER WE TALKING ABOUT?
Guerilla Marketing Tips For Water Industry Innovators with Sivan Zamir, Senior Director, Xylem Innovation Labs
Prior to joining Xylem to head up their Innovation Labs, Sivan Zamir cut her teeth on grassroots marketing with water industry startups. In this episode, Sivan shares the tactics and guiding philosophies she developed to get her companies noticed.
Converting Complexity Into Value Your Customers Will Understand With Wim Audenaert, CEO And Founder, AM-Team
Wim Audenaert, CEO and Founder of AM-TEAM, explains the hardware and software tools he uses to translate the deep science behind his company’s mission into commercial value for the water industry. Among other advice, Wim encourages listeners to be authentic and not overthink their narrative.
Revolutionizing Water And Wastewater Industry Marketing with Björn Otto, Founder, Interius Solutions
Recognizing the conservative and technology-focused nature of the water and wastewater industry, Björn Otto shares some of the modern marketing methods he deploys to help companies grow within the context of the water and wastewater market.
Developing Messages And Themes In Support Of Your Mission with John Farner, Chief Sustainability Officer, Netafim
John Farner, Chief Sustainability Officer for Netafim and previous Industry Development Director for the Irrigation Association, discusses the importance of being mission driven in your communication strategy and shares some examples of how to successfully develop and deploy marketing tools and messages built around themes in support of your business development outcomes.
A Lesson For Water Equipment Suppliers In Elevating Your Marketing To The Next Level with Antoine Walter, Senior Business Development Manager, Georg Fischer
Antoine Walter, Senior Business Development Manager for Georg Fischer, discusses his unique marketing approach with Adam and Jim. As Antoine explains his interest in the topics and guests he engages with to create his (don’t) Waste Water podcast and associated compilation book, his passion for our industry and the method behind his creative and entertaining madness shines out.
Influencing Tips From Around The Industry And Beyond With Reese Tisdale, President Of Bluefield Research
As President of Bluefield Research, Reese Tisdale has a unique view of the water sector, interacting with water utilities, vendors, investors and industrial customers. Reese shares his opinions on who in the water sector is telling their story right and offers up some examples from other industries that we in the water sector could learn from.
Helping The Water Sector Advocate For Itself with Mae Stevens, VP and Chair of Water Practice, Signal Group DC
The Federal government plays a significant role in water project development, through both funding and regulating the industry. Water sector champion Mae Stevens shares how we as water professionals need to play an important role in influencing our congressional representatives and senators to win support of what we need to advance business opportunities.
Putting Valuable Content Where I Might Look With Jeff Hobbs, Former VP Of Technology, San Jose Water
As former VP of Technology for San Jose Water, Jeff Hobbs shares his customer view and experience to help vendors stand a better chance of winning a private utility’s attention. Recognizing how difficult it is for vendors to locate the right advocates from within, Hobbs suggests anticipating and then showing up where your customers are looking for information.
Lessons In Content Sharing To Win Your Water Audience
Manny Teodoro, Associate Professor at the University of Wisconsin’s La Follette School of Public Affairs and data-rich water/wastewater industry blogger, brings an academic’s unique insight into the world of engaging audience in this lively conversation that touches on a 200% email open rate, having something interesting to say and telling it to someone who cares.