Blog Posts

  1. 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.

  2. 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.

  3. 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.

  4. 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. From what I’ve seen, there is something more purposeful to the practice. It’s not just listening to the needs of your prospects but also anticipating them based on analyzing previous engagement (or lack of). And constantly testing out those assumptions to better tailor the content you provide to satisfy your prospects’ informational needs.

  5. 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 …

  6. 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.

  7. 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. 

  8. Aren’t Utilities And Vendors Wanting The Same Thing?

    I was recently at a conference that featured a series of panels containing senior managers from large water and wastewater utilities. In attendance were many representatives of manufacturers and solution providers eager to have said utilities adopt their products. A number of the panelists were asked what they look for in a vendor.

  9. 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. 

  10. 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.