Travis Kennedy

Travis Kennedy

Hi, I’m Travis. I’m the publisher of Water Online and the founder of the B2BrandWater.com blog

ARTICLES BY TRAVIS

The Difference Between Marketing Collateral And Content
The Difference Between Marketing Collateral And Content For the better part of the past century a marketing department was tasked with developing compelling marketing collateral.  That collateral was designed for salespeople to have something to bring along on sales appointments and serve as the center discussion point for their meetings with clients.   Continue Reading...
I’m Sure Your New Product Is Revolutionary, BUT Does Anyone Care?
I’m Sure Your New Product Is Revolutionary, BUT Does Anyone Care? I recently received a phone call from the CEO of a new company in the produced water space.  He started the conversation off by telling me all the reasons why he reached out to me and to Water Online to help set the conversation expectation.  He then complimented Water Online for our reach, name recognition, and finally our approach in helping companies, like his, gain legitimacy in the marketplace.   Continue Reading...
When Connection No Longer Means Face-To-Face
When Connection No Longer Means Face-To-Face Before I start, let me recognize that face-to-face meetings with a customer remain critical in influencing their relationship with your company. Meeting in person with a prospect is an integral part of the buyer’s journey and will remain an indication of effectiveness in becoming their preferred vendor for decades to come.  But how do we get to that point?  It’s ironic that we live in a world that is more connected than...  Continue Reading...
3 Basic Benefits Of Marketing Analytics
3 Basic Benefits Of Marketing Analytics If you are a regular visitor to B2BrandWater.com, then you are no stranger to the importance of digital marketing built on a timely and relevant portfolio of reader-engaging content.  And while content creation and the promotion of it through digital channels are the most important steps in the process (because everything triggers off them), there is a third component to a successful strategy. That third “leg of the stool”...  Continue Reading...
4 Mistakes To Avoid When Starting Out On Your Content Marketing Journey
4 Mistakes To Avoid When Starting Out On Your Content Marketing Journey Three years ago, I started preaching the benefits of content marketing and brand publishing to the water and wastewater market.  Like the flywheel example mentioned in the Jim Collins book Good to Great, it took some time to build up momentum and gain buy-in from our tried-and-true market.   Continue Reading...
Social Media And Your Marketing: A 2019 Take
Social Media And Your Marketing: A 2019 Take From social media to e-mail to your website, there are so many vehicles to utilize when trying to create a BRAND that it can be difficult to know which will work best.  Continue Reading...
NETFLIX: A Case Study on How to Become a True Market Leader
NETFLIX: A Case Study on How to Become a True Market Leader When I first started speaking to the water and wastewater industry about the importance on brand publishing, I was armed with a few examples. Those examples highlighted how to do this thing and how to do it right.  Now when I say “this thing,” what I’m referring to is the application of content marketing using the traditional media products of a publisher. Most importantly, how to start the process of evolving your company ...  Continue Reading...
Brand Publishing Predictions For 2019
Brand Publishing Predictions For 2019 Recently the Content Marketing Institute came out with their E-Book 85+ Expert Predictions for Content Marketing in 2019 and it’s fascinating to see just how relevant some of the talking points are to our industry.  Here are some of the highlights.  Continue Reading...
Does Price Still Matter… I Ask As I Eat My $8 Chick-fil-A Sandwich?  Part II
Does Price Still Matter… I Ask As I Eat My $8 Chick-fil-A Sandwich? Part II “Yes, BUT what about the contractor?  All he cares about is price!”  Continue Reading...
Does Price Still Matter In The Water And Wastewater Market?  Part 1
Does Price Still Matter In The Water And Wastewater Market? Part 1 Let me start by saying this, “Yes, but…” There are very few things that a water and wastewater equipment manufacturer dreads more than a contractor who only cares about price. Let’s face it, from the 1970s through the beginning of this century, manufacturers have been stuck in a broken system built to work against them.  A salesperson would have several interactions with a prospect pushing the benefits of their...  Continue Reading...
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