Travis Kennedy

Travis Kennedy

Hi, I’m Travis. I’m the publisher of Water Online and the founder of the B2BrandWater.com blog

ARTICLES BY TRAVIS

The Top 4 Consequences Of Not Creating Commercial Insight
The Top 4 Consequences Of Not Creating Commercial Insight The environment in which we sell our solutions has evolved and it’s up to us to adjust or be left behind. The information your customers needed you to provide is now everywhere and the role they needed you to play in their purchasing process is forever changed.  The entire concept of selling has evolved into a journey of helping, informing, and educating along the way to cultivate that connection.  Continue Reading...
Why We Think People Want To Listen To Our Pitch:  The Illusion Of Control
Why We Think People Want To Listen To Our Pitch: The Illusion Of Control Imagine yourself for a moment walking along a crowded street in your favorite city.  Hear the horns of the cars, the buzz of people talking on their phones as they walk by, and feel the heat coming off the asphalt streets.  You come up to a cross walk and nonchalantly press the crosswalk button, wait for the little guy in lights to turn white and you cross.  You get to your destination, get on the elevator, see someone you...  Continue Reading...
Is Selling Dead?
Is Selling Dead? I know what you’re thinking: “NO!”  You’re also probably thinking, “How can you ask such an egregious question Travis? Isn’t your business dependent on sales too?”  Before you get too worked up and angry at me, please hear me out.   Continue Reading...
Case Study: Commercial Insight vs. Product-Centric Content
Case Study: Commercial Insight vs. Product-Centric Content As of January 2017, a wastewater treatment solutions provider had 100 pieces of content on Water Online. After classifying by content type, 93 were product-centric assets and 7 were considered commercial insight.  Continue Reading...
Help Is On The Way: Publishers’ In-House Content Studios
Help Is On The Way: Publishers’ In-House Content Studios When considering how to improve your marketing effectiveness, there are so many variables in play that it can become an intimidating process.  Tasked with such an important decision for facilitating the growth of their company, many water and wastewater equipment manufacturers and service providers are seeking outside counsel.   Continue Reading...
Content Is Written, Now What?
Content Is Written, Now What? Once your content is developed, it is time for the next phase.  Having taken the first step towards building an online brand you are now in position to turn your content strategy over to phase two and start to see some tangible results.  What does phase two consist of?   Continue Reading...
Understanding The Customer Journey Chapter One: The AC/DC Principle
Understanding The Customer Journey Chapter One: The AC/DC Principle Definition: The customer journey is the complete sum of experiences that customers go through when interacting with your company and brand. Instead of looking at just a part of a transaction or experience, the customer journey documents the full experience of being a customer.  Continue Reading...
How To Sell Brand Publishing To Your President
How To Sell Brand Publishing To Your President So you’re thinking of ways to propose brand publishing to your sales-centric and profit-minded boss.  In most cases, said supervisor has been in the game for a long time.  He or she believes only what they can see, feel and completely understand.  It’s human nature for those in senior leadership to rely 100% on a sales and marketing approach that they fully understand, know and trust.   Continue Reading...
What Is Intelligent Content?
What Is Intelligent Content? I recently returned from the American Water Works Association’s Annual Convention and Exhibition (ACE).  Historically the ACE Exhibition Hall housed numerous vendors of pipes, fittings, tanks, and the rest of the hardware that our water distribution systems rely on.  Continue Reading...
The Pitfalls Of Too Much Self-Promotion
The Pitfalls Of Too Much Self-Promotion Over the past five years I’ve talked with hundreds of marketing professionals in the water and wastewater market.  The most successful of these marketing professionals understand that their strategy must center on finding, identifying and consistently engaging their target audience.  Secondarily, but equally as important, is knowing that reader-centric content is their optimal tool for getting in front of that audience and...  Continue Reading...
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