Post-WEFTEC: 3 tips for 2027
I made it to New Orleans. I did not make it to WEFTEC.
I flew down, went to a rockin’ Jammin4Water (which Bā was proud to sponsor), enjoyed a meal with my team, saw some familiar faces and met a few new ones, and celebrated the musical talent in the water sector. Then I came home, unplanned, on Sunday, to attend to my family. WEFTEC opened Monday without me.
But this time, I had less FOMO and more delight. I stayed on our team’s group text and watched from afar, and the truth is, they do this work far better than I do. They supported our clients, introduced them to editors at eight publications and networked with the industry’s best. Seth pulled together his five takeaways from the floor, and I loved reading his insights. He gets it!
For many of us, WEFTEC is where the water year turns. The show is over, but the conversations are still fresh, and the real question becomes what to do with them in 2027. That’s the work I’m focusing on at Bā right now: a marketing audit and plan for ourselves, with the team jumping in as we go. Of course we prioritize our client work, but we also need our own marketing to work as hard as our clients’.
Here are three things we’re doing that you can borrow for your 2027 plan:
- Start with an audit, not a calendar. Look at what you already have, what’s working and what’s missing before you decide what to add.
- Tie every effort to a funnel stage. We’re organizing everything around awareness, lead generation, nurture and credibility. If an effort doesn’t serve one of them, it needs a good reason to stay.
- Give every recommendation an owner and a way to measure it. A plan without owners and a scorecard stays a dusty document, filed away.
If you’d like a team of water marketers to do this work with you, reach out here and tell us what’s keeping you up at night. And if you were in New Orleans and we missed each other, I would love to hear from you; tell me what you saw on the floor since I missed it. Again.
Peace,
Beth
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