(01)
The eighteen months between "not this year" and the purchase order
When a water utility defers a purchase to next year most vendors go silent until the request window reopens. The competitor who stayed visible wins it.
September 12, 2026
(01) Insights
How marketing works in water.
Field notes on pipeline generation for the water industry, written by people who sell into it.
(02)
Your website is a brochure and your buyer is running an evaluation
Utility engineers are browsing vendor sites with a short list of technical questions they need answered before they can advance you through the procurement process. Most water company websites answer none of them.
August 26, 2026
(03)
Proving marketing works when the sale takes two years
Water sales cycles can take up to three years. The companies that stay in front of their prospects that whole time win.
August 3, 2026
(04)
The pipeline from WEFTEC is built in the weeks around it
Trade shows are the biggest line item in most water marketing budgets, and most of that money buys a booth. The return comes from the work scheduled before and after.
July 27, 2026
(05)
Most water companies pay Google for clicks they were always going to get
Branded search, broad match, and missing negative keywords eat most water industry ad budgets. Here is where the money goes.
July 17, 2026
(06)
In water, a known executive outsells a company logo
Water is a trust-driven industry with committee purchases and long cycles. A recognized practitioner on LinkedIn opens doors a company page never will.
July 17, 2026
(07)
Your next shortlist is being drafted by an AI assistant
Water buyers now ask ChatGPT and Perplexity who to consider before they ever search Google. GEO is the discipline of making sure those answers name you.
July 17, 2026
(02) Start here
Get a free pipeline diagnostic.
A candid read on your funnel, your visibility in search and AI answers, and a written plan for the first 90 days.