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.
New here? Read our recommended blog posts:
A lot of writers and marketing experts are starting to promote the principles of brand publishing. Here are some recent stories I’ve found that relate to brand publishing in the water industry:
In the B2C marketing world, 2017 saw a lot of concern from companies about content, and their lack of control in positioning their brands around it. Facebook and most notably Google’s YouTube made attempts to help brands avoid being associated with offensive content.
Writing for Forbes.com, John Boyens takes a look at the time, effort and expense of responding to an RFP. In the water industry, I’ve often heard it said that a municipality is mandated to get at least three quotes on a job and the RFP is often just an attempt to slot in vendors B and C. Boyens’ four-bullet point list of RFP red-flags will help your sales reps to prioritize the chase.
An interesting post from Daniel Burrus, exploring the tipping point between uncertainty and certainty. Burrus argues that although uncertainty can open up a sales opportunity, it invariably requires certainty to close the deal.