Articles by Travis Kennedy

71. 4 Steps To Marketing Automation Success 2/24/2017

    Marketing automation platforms are everywhere.  Sales pitches for this type of solution system are sexy and incredibly difficult to say “no” to when viewed in the paradigm of creating a yellow brick road for prospects.

72. The BIG Misunderstanding -- Defining “Content Marketing” For The Water & Wastewater Market 2/14/2017

    Since B2Brand Water opened its doors we have been preaching the benefits of content marketing to cohesive brand publishing.  The backbone of the brand publishing strategy is that content drives its success.  Without content, the entire initiative is nothing more than a failed attempt at doing something new for the sake of doing something new. 

73. The Great E-mail Renaissance 2/6/2017

    Pop Quiz….When was the last time you picked up a trade magazine and actually did ANYTHING with it?  Be honest now.  Now I’d like you to think about the last time you utilized social media during your daily routine.  Finally, I’d like you to think of the last time you went through a day WITHOUT receiving, reading (at least in part) or sending an e-mail. 

74. Is Reinforcement, And Not Persuasion, The Key To Selling More? 1/31/2017

    Think about your belief systems.  It can be religion, politics, family, work, or whatever informs your view on important events affecting your life.

75. Welcome To The Water And Wastewater Blogosphere 1/23/2017

    Dear water and wastewater manufacturers, welcome to the blogosphere.  Welcome to the new world built on a foundation of impactful communication between buyers and you, the suppliers. 

76. Open Water Revolutionizes The UK Water Market And Most Likely The Future Of Your Business 1/9/2017

    It’s no secret that since the turn of the century we have moved more and more to a “make to order,” “on demand” and “customized” world.  Anything from made to order places like Chipotle to customized viewer experiences on NETFLIX has become the norm, the expected and more recently, the status quo.  Consumers and buyers now have an expectation of customization and will react recalcitrantly if simply handed a lack of options.

77. If You Aren't Valuable, You Aren't Important 12/12/2016

    Through the many years I’ve been doing this there are several unavoidable truths that arise when discussing the topic of successful brands vs. unsuccessful brands. For those companies and manufacturers middling along in the water and wastewater market without much growth year over year and certainly without the right tools to expand their market share exponentially, this can be a tough discussion.

78. Budgets And Content Marketing -- So Happy Together 11/30/2016

    It’s that time of year. Every marketing professional’s Super Bowl. Its budgeting season friends. 

79. Brand Publishing Is Changing The Game That Was Destined To Fail 11/21/2016

    Recently I was speaking to a company that was considering a more content driven/brand publishing focused approach to their marketing.  As I went through the details of what is involved, the VP of Sales spoke up with a question.  It was a GREAT question and one that I get asked ALL THE TIME. In fact, I can usually predict that the question will be asked based on how long an individual has been in the water market and whether or not they lean more into sales or marketing.

80. Brand Publishing And 4 Ways It Differs From Product And Display Marketing 11/17/2016

    As another fiscal year comes to a close for many companies, attention has begun to turn towards next year’s plans, goals and strategies.