A global pandemic meant B2B marketers couldn't spend money on in-person events for many months, but will they continue to think outside the box when the temptation returns?
- Lessons Learned: Tell Me Something I Don’t Know
- A Guide For Mapping Content To The B2B Buyer's Journey
- Lessons Learned: Stop Selling Your Products
- Creating Content Is Half The Battle (But It Doesn’t Win The Buyer Attention War)
- The Data Problem Marketers Don't Know They Have
- 7 Tips For A Successful Virtual Event Presentation
- Finding The Best Value In Virtual Water Events In 2021
- Why Your Content Creation Strategy Needs Buyer-Centric Research
- From The Editor: 2021 B2B Marketing Predictions
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.
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![iStock-1223992751-arrows-investment]( "Beyond the PDF: Why B2B Content Marketing Demands An Evolution")
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.
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![iStock-1159143504-call-account]( "The New Rules Of B2B Lead Generation")
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?
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![Trends for 2021 augmented reality (AR) floating screeniStock-1222725302]( "3 Trends In B2B Marketing You Cannot Ignore In 2022")
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.
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![businessman pondering business strategy istock 1143790714]( "To Sell Your Innovative Ideas, You Must Overcome These 4 “Frictions”")
It’s a common trap for salespeople. They focus on the compelling features of their product or service but neglect to address the sticking points that make people less likely to adopt something new.
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![iStock-1271503712]( "Forrester Report: B2B Marketers Need To Lead, Not Support")
It’s no longer enough for B2B marketing teams to simply support sales. Instead, the leaders of those teams need to rise to leadership roles in their own companies to drive organizational success. That’s the thrust of a new report published by Forrester, which says the transformation needs to happen quickly.
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![innovation-and-science-concept-istock1177116437-328490833]( "Why Affiliate Marketing Is Poised To Rise As Third-Party Cookies Crumble")
Third-party cookies, which made it easier to reach customers, are on their way out. The resulting shakeup means marketers will need to get serious about the demand for authenticity. Affiliate marketing is perfectly positioned to deliver. In this Adweek article, contributor Anthony Capano discusses how affiliate marketing uniquely leverages that trust to reach audiences in truly authentic ways.
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![B2Brand Post 5-27 graphic]( "Four Common Strategy Mistakes B2B Marketing Leaders Make")
A comprehensive marketing strategy is critical for business, but too many B2B marketing leaders go about it the wrong way. From a lack of clarity to missing inputs, marketing strategy is often out of step with overall objectives at a company.
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![iStock-1216195049]( "Funnel Vision: The Dangerous Trap Of Lead Stages")
In an ideal world, marketing would be involved in every step of the journey from prospect to customer. Marketing attracts, informs, educates, enables, and empowers the prospect with the information long before they are considering a purchase and long after they have become a customer.
WATER WE TALKING ABOUT?
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![A Lesson For Water Equipment Suppliers]( "A Lesson For Water Equipment Suppliers In Elevating Your Marketing To The Next Level with Antoine Walter, Senior Business Development Manager, Georg Fischer")
A Lesson For Water Equipment Suppliers In Elevating Your Marketing To The Next Level with Antoine Walter, Senior Business Development Manager, Georg FischerAntoine 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.
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![Influencing Tips From Around The Industry And Beyond]( "Influencing Tips From Around The Industry And Beyond With Reese Tisdale, President Of Bluefield Research")
Influencing Tips From Around The Industry And Beyond With Reese Tisdale, President Of Bluefield ResearchAs 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.
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![Helping The Water Sector Advocate For Itself]( "Helping The Water Sector Advocate For Itself with Mae Stevens, VP and Chair of Water Practice, Signal Group DC")
Helping The Water Sector Advocate For Itself with Mae Stevens, VP and Chair of Water Practice, Signal Group DCThe 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.
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![Putting Valuable Content Where I Might Look]( "Putting Valuable Content Where I Might Look With Jeff Hobbs, Former VP Of Technology, San Jose Water")
Putting Valuable Content Where I Might Look With Jeff Hobbs, Former VP Of Technology, San Jose WaterAs 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.
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![Lessons In Content Sharing To Win Your Water Audience]( "Lessons In Content Sharing To Win Your Water Audience")
Lessons In Content Sharing To Win Your Water AudienceManny 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.
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![Expanding Your Solution Story To Reach Diverse Stakeholders]( "Expanding Your Solution Story To Reach Diverse Stakeholders with Dan Keppen, Executive Director of the Family Farm Alliance")
Expanding Your Solution Story To Reach Diverse Stakeholders with Dan Keppen, Executive Director of the Family Farm AllianceDan Keppen, Executive Director of the Family Farm Alliance, is a seasoned master of engaging diverse stakeholders in support of his cause. In our latest podcast, Dan discusses how to develop points of shared value with others and the importance of regular communications in building and informing a robust network.
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![Building Your Social Media Following]( "Building Your Social Media Following with Melissa Meeker, CEO of The Water Tower")
Building Your Social Media Following with Melissa Meeker, CEO of The Water TowerMelissa Meeker, CEO of The Water Tower, discusses her approach to embracing modern marketing channels to create a more collaborative and interactive union between vendors, utilities and the general public.
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![Go-To-Market Transformation And The 6-Figure]( "Go-To-Market Transformation And The 6-Figure PowerPoint with Corey Williams, CEO of SmartCover")
Go-To-Market Transformation And The 6-Figure PowerPoint with Corey Williams, CEO of SmartCoverCorey Williams, CEO of SmartCover, reflects on his past experience leading Optimatics through a go-to-market transformation. Corey explains how to think differently about learning the why in why your company is in business and the importance of understanding your why before connecting with utilities.
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![Earning Your Communication ROI]( "Earning Your Communication ROI With Arianna Shipley And Stephanie Corso, The H2duO")
Earning Your Communication ROI With Arianna Shipley And Stephanie Corso, The H2duOThe H2duO explain how budgets shouldn’t limit your creativity in communicating with your customers. Learn how a grassroots communication strategy raised the profile and dollars for Communications by first saving today’s most valuable asset – time.
