Articles By Bill King

  1. How Senior Management Should Engage With The Marketing Department 1/4/2022

    <p>When was the last time you as a senior executive evaluated your Company&rsquo;s marketing performance? I&rsquo;m not talking about sales performance and hitting numbers. Let&rsquo;s strip that out for now. I&rsquo;m talking about how your Company markets itself.</p>

  2. Innovation Adoption Remains Top Of Mind For Vendors At First In-Person WEFTEC Since Pandemic 11/4/2021

    As the new WNBA champion Chicago Sky enjoyed their well-earned victory parade around the city of Chicago recently, another band of warriors masked up and ventured into the WEFTEC arena for the first time in person since 2019. Despite all the stops and starts in the run up to the Conference, the COVID-19 precautions in place restricting attendance to the vaccinated and the nail-biting decisions of many an exhibitor on whether to exhibit or not, there were plenty of familiar faces to catch up with on the state of our industry.

  3. How To Make The Most Of Lockdown 4/22/2020

    Albert Einstein once said, “Life is like riding a bicycle. To keep your balance, you must keep moving.” In conversation with many vendors in the water and wastewater markets over the last few weeks, it’s evident that many are struggling to know how to keep pedaling during this unprecedented time.

  4. Overcoming A Lack Of Product Differentiation – Lessons Learned From The Water Disinfection Market 7/16/2019

    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.

  5. Tackling FOG With Content 8/23/2018

    If you are executing a content marketing strategy in the water and wastewater market, consider yourself an early adopter on the brink of something big. You might not feel like one, trying to support your Company’s sales of pumps, valves, meters, instruments or engineered treatment solutions by doubling down on content. And some people around the office might be wondering what on earth you’re up too. But then again, you’re in marketing. They’ve been wondering about you for years.

  6. Study Of Water And Wastewater Manufacturers’ Content Released 3/27/2017

    B2BrandWater just completed its annual study of content produced by water and wastewater manufacturers. The study reviewed the content production of 74 manufacturers, analyzing 6,484 pieces of content. It’s the only study we’re aware of that specifically analyzes the content being produced by equipment manufacturers for water and wastewater treatment and distribution audiences.

  7. What Can The Water Industry Learn From Airbnb’s Brand Publishing Efforts? 2/17/2017

    Like water bursting out of a ruptured main, brand publishing examples are springing up all over the place. The most recent example is Airbnb’s decision to launch a magazine. In analyzing why they did this, we found lots of reasons for water and wastewater marketers to assess their own audience-building efforts.

  8. Water And Wastewater Marketing In The Year Ahead 12/28/2016

    Kevin King, the global practice chair for Edelman Digital, recently discussed the Company’s annual marketing predictions for 2017 with Adweek. As with many of these “year-ahead” lists, it tends to focus on advertising to the consumer versus the business.

  9. Influencing Influencers 12/22/2016

    In the wider world of marketing, the use of social media influencers to promote product was one of the hottest advertising trends in 2016. It’s easy to understand why. Having a live human being (albeit a celebrity) tout your services personalizes the campaign and makes it more relatable.

  10. The Non-Trumpian Reality Of Water Infrastructure Under A New President 12/5/2016

    There’s an awful lot of conjecture right now about President-Elect Trump’s … well … everything really. In relation to the water industry, Bluefield Research recently summarized the impact of Trump’s American Energy and Infrastructure Act, in its report Trump Contract Clashes with Water Infrastructure Reality.