Brand publishing is a marketing strategy designed to deliver informative or educational content to customers rather than pushing or interrupting them with direct sales or promotional messages. It’s born out of recognition that in today’s information-rich world, purchasers prefer to walk themselves through much of the purchasing cycle rather than be led by a salesperson.
What is truly missing in B2B sales is trust between the buyer and the salesperson. This is where brand publishing provides a distinct advantage. At its core, it provides valuable, engaging and helpful information, given for free that creates a kinship and level of trust between your customer, company and brand.
In the water and wastewater industry, utilities are increasingly wary of companies trying to sell them anything new. This often results in companies not buying valuable new products or services because the perceived risk of making a bad decision outweighs the potential gains of making a good one.
Brand Publishing gives manufacturers and service providers the ability to establish a non-threatening trust bond with their customers, creating a rich relationship to be leveraged when the prospect is ready to buy.
To learn more about brand publishing, read my blog, schedule a chat, or call me at 215-675-1800 ext. 122.
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.
New here? Read our recommended blog posts:
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:
The water industry is not immune to the volatile world of mergers and acquisitions. Often times the effect of such activity causes significant disruption for independent sales reps who are now out in the field dealing with the repercussions of losing, gaining or merging principals. This post from David Sill suggests five tips to consider when merging companies, with many relating to a unified brand communication approach …
Anudit Vikram introduces the idea that personal stories can work just as well in the B2B world as they do in B2C, even if it’s harder to tie directly to a sale. What is true is that the cover-page photo of a WWTP operator has always helped readers identify themselves quickly with a publication. Sharing personal stories of shared service and challenge will bind a reader to you …
There’s been a lot of buzz about social media and its power to engage over the last few years but email continues to reign supreme in the business world. For those of us who turn on a computer in the morning, email continues to be the first thing that many of us check when we start our work days. In this interesting post, Emily Alford presents some psychology-based tips for capturing the attention of your audience…