Articles by Travis Kennedy

  1. The Importance Of Research In Marketing To The Water Industry 1/22/2020

    The market in which we operate is a skeptical one, and that’s putting it mildly.  It is slow to adopt, slow to trust and slow to move.  Content has finally become the path of choice for many manufacturers as a way of chipping away at the fog of distrust that surrounds the marketplace.  As we continue down this path it’s important to know how field data can help fuel your thought leadership content.  Data, especially third-party data, is tough to ignore, and more convenient to trust.

  2. What Does Good Thought Leadership Look Like? 11/1/2019

    I recently had a discussion with a water and wastewater solutions provider about where to start when producing an early buyer’s journey piece of content. It’s not a new conversation for me to engage in and I’ve probably had similar conversations with other companies at least 100 times over the past three years.  I’ve written numerous articles and given several presentations around its importance but have given little direction on what it should look like when completed. In other words, I haven’ shown you what GOOD looks like in the form of Thought Leadership content that you need to engage readers in the early stage of their buyer’s journey. 

  3. Ignoring The Silent Majority 7/9/2019

    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 …

  4. The Next Burgeon In The Water Market Is Here 6/26/2019

    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. 

  5. The Difference Between Marketing Collateral And Content 5/28/2019

    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. 

  6. I'm Sure Your New Product Is Revolutionary, BUT Does Anyone Care? 4/29/2019

    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. 

  7. When Connection No Longer Means Face-To-Face 4/12/2019

    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 ever and yet choose to live more isolated lives.  Our ability to access information and be influenced independent of personal interactions is at an all-time high in human history.

  8. 3 Basic Benefits Of Marketing Analytics 3/14/2019

    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” I’m alluding to is analytics.

  9. 4 Mistakes To Avoid When Starting Out On Your Content Marketing Journey 2/25/2019

    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. 

  10. Social Media And Your Marketing: A 2019 Take 1/15/2019

    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.