Emerging Marketing Trends

  1. Support Your Customers: Don't Stop Selling Because Of Coronavirus 3/18/2020

    This is a really useful blog post from John Gunderson of Modern Distribution Management on how to adapt your traditional face-to-face selling habits in light of the travel and personal interaction restrictions being asked of us all.

  2. Homebound Water Industry Adapts To Travel-Less Reality 3/17/2020

    Research conducted in 2018 by the Center for Exhibition Industry Research indicated that companies who participate in industry events allocate nearly 40 percent of their marketing budget to exhibitions and industry shows, almost five times more than the 8% spent on online marketing.

  3. The Risk Of Confusing Thought Leadership With Selling 3/11/2020

    B2B buyers engage with – and find immense value in –thought leadership content, but only when marketers focus on helping during the early stages of the buyer’s journey (not on selling).

  4. Should Lead Generation Guide Your Content Marketing Strategy 3/2/2020

    Writing for CMS Wire, Kaya Ismail gathers up a variety of CMOs and content marketers to ask them what their primary goal for content marketing is. Even though the answers are different, they share the same core focus:

  5. Adding Context To Content Marketing 2/28/2020

    By now, especially if you are reading this post, you’re aware of what content marketing is. For those of you still unsure, here’s a definition from Wikipedia:

  6. The Fallacy Of Social Media Following 2/28/2020

    In today’s world of information-overload, are you struggling to engage customers and prospects with your marketing? Are the click-rates of your emails falling as thousands of rival emails flood your clients’ inboxes? Do you find yourself trying to justify your social media activity by number of likes but struggle to link them to any commercially-advancing behavior?

  7. The Four Letter Code To Selling Just About Anything 2/28/2020

    This story from Derek Thompson writing in The Atlantic about Raymond Loewy and his design philosophy is enlightening when you think about how water and wastewater equipment providers introduce new products to the market. The concept of making something familiar feel surprising and something surprising feel familiar is an interesting one as product marketers work to out-position their competition.

  8. Why No One Answers Their Phone Anymore 2/24/2020

    Writing for The Atlantic, Alexis C. Madrigal explores the fact that we just don’t use our phones as phones anymore. Except for talking to our contacts. It’s easy to correlate the personal narrative to what your reps experience in the field when trying to connect with new people in the industry.

  9. Marketing Attribution In The Water And Wastewater Market 2/18/2020

    One of the reasons Marketing gets such a brush off in the water and wastewater market is that unlike Sales, it has always been difficult to measure Marketing’s return on investment. Measuring sales is easy. It doesn’t matter what happens out in the field, at the end of the day, you measure your Sales reps on how many units they sell. They might be hard to manage but their output is simple to measure.

  10. How To Do Content Marketing Like TED 2/18/2020

    I’m sure by now you’ve come across a TED Talk on YouTube? If you haven’t, check one out as much for the performances as the subject matter. In this insightful post for Small Business Trends, Larry Alton dissects what works for TED in suggesting it could also work for you.