Emerging Marketing Trends

61. From The Editor: The Necessity Of Marketing Maintenance 9/30/2020

    Don’t go dark on your buyers, even if they aren’t buying right now.

62. A Content Marketing Cheat Sheet For Non-Marketers 9/30/2020

    Commonly used content marketing terms and FAQs to help marketers explain content marketing to their sales reps and executive team.

63. From The Editor: An Insider's Take On B2B Events 9/22/2020

    I love B2B events, sales reps love events, some marketers love events – but that doesn't mean events should eat up so much budget that you can’t effectively reach your target prospects in other, more cost-effective ways.

64. Shorter Bests Longer Content: New Research 9/16/2020

    Don’t be fooled by the title of this post. William Comcowich’s article on Glean.info looks at some recent reports on content performance and suggests that although shorter articles tend to garner more backlinks and shares, longer content lengths can generate higher search engine rankings and satisfy different reader intentions:

65. What A Digital-Only World Means For Your Marketing Strategy 8/13/2020

    In his conversation with the ClickZ peer network, DeepCrawl’s Alex Schaefer referenced a McKinsey study showing 10-years’ worth of growth in US ecommerce penetration in just the first three months of 2020. Although very much consumer-focused and driven by shelter-in-place, “shop-from-home” determinations, Schaefer’s advice for marketers is universal: Focus on your website, aligning your marketing and software engineering teams around organic search performance, which at its heart is all about brand publishing to pull audience in:

66. Trends That Will Continue To Stay Relevant In Digital Marketing 8/10/2020

    Despite Tommy Wyher’s post addressing general digital marketing trends, a lot of what he suggests we’ll see in the year ahead are B2C marketing approaches, such as podcasts and influencer marketing tactics, being adopted in the B2B marketing space:

67. B2B Messaging Best Practices: Why Execs Should Get Outside The Jelly Jar 8/10/2020

    This post from Launch Marketing addresses an issue too often seen in water and wastewater industry content. Authors often exhibit their own intense knowledge of their product without slowing down to recognize that their audience needs to start far earlier in the process to be able to catch up to the author’s expertise:

68. The CEO Moment: Leadership For A New Era 7/23/2020

    McKinsey & Company’s white paper explores the profound impact that the COVID-19 pandemic is having on the C-suite. An interesting read for water and wastewater equipment manufacturers’ senior brass on embracing the challenges that the pandemic has brought as opportunities for new leadership and innovation:

69. Executive Guide To Strategic Cost Decisions 5/22/2020

    In a year where many water and wastewater improvement projects have stalled manufacturer’s growth projections, it’s important that executives stay connected to cost decisions and avoid making short-term decisions that hurt future growth opportunity.

70. Give Your Video Calls A Makeover: 100 Empty Sets From The BBC Archive 5/22/2020

    Here’s a little fun. If you find yourself jumping from one video call to the next, consider installing one of these virtual backgrounds to spice things up, from some of the classic sets of British TV: