Articles by Travis Kennedy

  1. 4 Tips On How To Measure Results From A Brand Publishing Marketing Plan 6/9/2016

    How many of us who understand the importance of brand publishing and content marketing have played this hypothetical reaction from our boss over and over again in our head as we attempt to justify that kind of expenditure on something that is still relatively new to water and wastewater manufacturers (although it’s not new almost everywhere else). 

  2. 3 Steps On How To Follow Up On “Leads” From Brand Publishing Activities 5/24/2016

    One of the most important things to understand when implementing a brand publishing or content driven marketing plan is that the leads you receive are not the same as the traditional leads you saw in the B2B world 20-30 years ago.

  3. Paid, Earned Or Owned – Content Distribution When Marketing To The Water Industry 5/17/2016

    Nothing, and I mean nothing, will market itself to the engineers and operators in the water and wastewater market without help.

  4. 3 Options To Produce Content 5/13/2016

    As many of you continue your journey with a more content-centric marketing plan, you are probably experiencing the common growing pains that go along with that transition. 

  5. The “Big 5” Content Marketing Challenges Equipment Manufacturers Face 5/3/2016

    Recently, Villanova won its 2nd NCAA college basketball championship.  For those not familiar with college basketball in Philadelphia, Villanova is part of what is known as the “Big 5.” It’s a league within a league that centers on the five college basketball programs in the greater Philadelphia area. 

  6. E-Newsletters Are The Life Line To Your Audience 4/12/2016

    Noise. When you think about the wave of emails that you receive on a daily basis, isn’t 80% of it just noise? When it comes right down to it, your customers probably feel the same way.

  7. 2016 Update On Social Media Pertaining To The Water & Wastewater Market 4/5/2016

    There is little doubt that social media is continuing to grow and expand into areas where it wasn’t initially accepted without limitations. Social media usage for people over the age of 65 has more than TRIPLED in the past decade and continues to grow within every age demographic.

  8. How Great Content Makes Account Level Marketing More Effective 3/29/2016

    Much in the same way that content marketing has grown as a meaningful component of a well-balanced B2B marketing plan, Account Level Marketing (ALM) is quickly taking root.  Account targeting is not a new concept but today’s software tools and media channels make it far more cost-effective to execute.

  9. 5 Website Hacks For More Conversions 3/15/2016

    Before I start, let me define what I mean by conversion.  In 1996, a website conversion was generally considered a website visitor who went on to make a purchase. Obviously in the water industry, the purchase of equipment rarely takes place without lengthy discussions about pricing, performance guarantees, warranty lengths, alternative technologies and the like. All of which are difficult if not impossible over the Internet.

  10. Mapping The Buyer's Journey In The Water Market 3/7/2016

    I’ve said many times in my presentations, and it’s been published everywhere, that a prospect will need multiple interactions before they become an actual customer.  Some studies suggest that number of touches is 7 and others say it’s as many as 12 or more.