Brand publishing is a marketing strategy designed to deliver informative or educational content to customers rather than pushing or interrupting them with direct sales or promotional messages. It’s born out of recognition that in today’s information-rich world, purchasers prefer to walk themselves through much of the purchasing cycle rather than be led by a salesperson. 

What is truly missing in B2B sales is trust between the buyer and the salesperson. This is where brand publishing provides a distinct advantage. At its core, it provides valuable, engaging and helpful information, given for free that creates a kinship and level of trust between your customer, company and brand.

In the water and wastewater industry, utilities are increasingly wary of companies trying to sell them anything new.  This often results in companies not buying valuable new products or services because the perceived risk of making a bad decision outweighs the potential gains of making a good one. 

Brand Publishing gives manufacturers and service providers the ability to establish a non-threatening trust bond with their customers, creating a rich relationship to be leveraged when the prospect is ready to buy.

To learn more about brand publishing, read my blog, schedule a chat, or call me at 215-675-1800 ext. 122.  


Hi, I’m Travis Kennedy, Founder of B2Brand Water.  If you have been paying attention, you’ve noticed that marketing to the water and wastewater industry has evolved and changed dramatically. The time has come to make our marketing helpful.  

More about me here.


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Marketing experts are embracing the benefits of the types of services we offer at Water Online. Here are their latest thoughts on the subject.

  • Your marketing and sales activities should help your customers accomplish their outcomes, but often marketers think it’s easier to sell their products and services than it is to truly understand what customers need and want. That’s why we developed Follow Your Buyer. Simply stated, it’s a methodology to help your customer, not sell your customer. Learning to follow your buyer requires a change in mindset where you’ll get to know your buyers from the inside out and embrace a collaborative role in solving their challenges.

  • While operating within a paradigm, we can achieve desired outcomes, but at the same time become better informed about our actions in a way that enables continuous improvement. Marketing and sales is overserved with tactics and failproof processes to deliver better results. What we need is a modern paradigm, a different way to think about marketing, sales, and our buyers. The paradigm is called follow, understand, and help.

  • Content marketing lifted water and wastewater companies out of the dark ages and into marketing enlightenment. Long gone are the days when B2B marketers created only complex spec sheets and product brochures.