Emerging Marketing Trends

  1. Omnichannel In B2B Sales: The New Normal In A Year That Has Been Anything But 3/18/2021

    If you’ve ever questioned the effectiveness of publishing content, now is the time to put those doubts to rest. B2B buyers aren’t just moving to omnichannel marketing — a combination of in-person, remote, and e-commerce channels — purchasers have shown they now expect them all. Content is a significant influencer in those e-commerce channels.

  2. 5 Lessons From Burger King's International Women's Day Fiasco 3/16/2021

    The idea was simple. Launch a Women’s Day campaign to inspire more women to pursue culinary careers, post something obviously sexist (when taken out of context) to generate widespread attention, and then play the hero when the public realizes what you really meant. Unfortunately, it didn’t go down that way for Burger King.

  3. Four Essential Trends For Every Post-COVID-19 Business Strategy 3/16/2021

    The pandemic has started some trends and accelerated others that will significantly impact many businesses going forward. For water and wastewater solutions providers, understanding how these may impact your strategy and the strategy of your customers will be the key to surviving and thriving over the next decade.

  4. The Data Problem Marketers Don't Know They Have 3/5/2021

    Imagine that your favorite work pastime is maintaining a sparkling clean lunchroom floor. You sweep, you mop, you run your robot vacuum, you deal with your shop floor crew’s dusty steel-toed boot prints before they even start to dry. You could quite literally eat your lunch off the lunchroom floor.

  5. Why You Need To Gesture On Zoom 2/24/2021

    In normal times, it’s difficult for water and wastewater manufacturers and their rep firms to get their point across to potential clients, but the shift to virtual meetings has made that even more challenging. This happens because most people sit down when they connect to a video meeting, so their hands disappear, and much of what is being said doesn’t come across. Communication expert Dr. Nick Morgan says gesturing is a good thing, so don’t arbitrarily remove it from your video meetings:

  6. Persuading The Unpersuadable 2/24/2021

    Steve Jobs is legendary for changing the world to fit his vision, but organizational psychologist and author Adam Grant says the reality is that much of Apple’s success came from Jobs’ team pushing him to rethink his positions. In other words, Jobs was transformative because he surrounded himself with people who were persuasive enough to change his mind. In this Harvard Business Review piece, Grant offers lessons from his studies of those who motivated Steve Jobs to reevaluate his positions.

  7. 7 Tips For A Successful Virtual Event Presentation 2/18/2021

    With the COVID-19 pandemic raging on, and traditional face-to-face trade shows in jeopardy for the second consecutive year, your company has likely taken the plunge into the world of virtual water events. When done properly, the ROI from engaging a targeted audience at one of these online sessions can be massive.

  8. The Secret To Developing A Healthy Obsession With The Customer 2/18/2021

    Big Data is becoming more critical than ever to understanding customer behavior. To get better insight, most brands will need to reevaluate how they interact with and track the customer journey. In other words, a data and digital transformation is probably necessary to optimize the customer experience.

  9. Looking For An Edge In 2021? Broker Peace Between Sales And Marketing 1/29/2021

    The symbiotic relationship that should exist between sales and marketing professionals has been strained in recent years as members of each team are now often battling for the same leads. And the misalignment can cost businesses as much as 10 percent of their annual revenue, according to some reports.

  10. Finding The Best Value In Virtual Water Events In 2021 1/28/2021

    The tradeshow season was just about to go into full swing in the spring of 2020 when the COVID-19 pandemic began to wreak havoc across the United States. By summer, virtually all face-to-face events — a mainstay for water and wastewater solutions providers to connect with industry professionals — had been canceled for the year.