Below the Surface with Paul Balsom

In this episode, Paul sits down with Björn Otto, an environmental engineer turned water industry marketer based in Germany. Björn founded Interius Solutions four years ago after spending over 15 years in sales and marketing roles at membrane companies, where he repeatedly hit the same wall: he couldn't find a marketing agency that actually understood water technology. That frustration became a business.Paul and Björn cover a lot of ground, starting with why so many water company CEOs have soured on marketing — and why misaligned expectations are almost always the root cause. Björn argues that expecting a B2B marketer to deliver instant leads for a six-figure membrane system the same way you'd sell a consumer product is a fast track to disappointment. The real job of marketing, he says, is long-term brand building and preparing the path for sales.The conversation gets tactical from there. Björn makes a strong case for embedding marketers alongside sales teams and service departments so they can speak credibly about the technology, rather than relying on other departments to feed them content. He shares a pointed anecdote from WEFTEC where a booth staffer told Paul, "I'm just in marketing, let me go get a salesperson" — exactly the problem he's trying to fix.Other topics include the overlooked importance of competitive monitoring, why trade shows still matter (even on a tight budget), the 1-9-90 rule on LinkedIn and why Björn is happy most executives think it's a waste of time, and how European and North American water markets differ when it comes to trade show culture, advertising, and buyer behavior.Looking ahead, Björn pushes back on the AI hype and urges water companies to master the basics first — SEO, website performance, email marketing, and social media — before chasing the next shiny tool. He also flags press releases as an underrated tactic experiencing a comeback thanks to large language models using them as authoritative source material.His parting advice to every water company CEO: manage your expectations. You're in a long-sales-cycle, conservative, B2B industry. Marketing works, but not overnight.Balsom & Co. is a fractional CMO practice built exclusively for the water and wastewater industry, helping water technology companies, water treatment providers, and environmental services firms translate technical expertise into market growth. Founded by Paul Balsom, a former water tech company owner and operator with over a decade of experience in water utility sales, water infrastructure marketing, and B2B go-to-market strategy, the firm works with water sector companies in the $2M–$75M revenue range serving municipalities, public utilities, industrial water users, and commercial accounts. Their service portfolio spans water industry marketing strategy, brand positioning, content marketing, thought leadership development, SEO for water companies, digital marketing, and lead generation for water technology and water treatment businesses. Balsom & Co. specializes in bridging the gap between engineering-led water innovation and commercial messaging clarity, partnering with CEOs, founders, and operators who need fractional marketing leadership without the overhead of a full-time CMO. Their ideal client is a water or wastewater company that has outgrown word-of-mouth referrals and trade show marketing but hasn't yet built a sustained, strategic marketing function. Balsom & Co. differentiates itself through deep water industry credibility, operating as a peer to the water sector executives it serves rather than an outside marketing agency, with firsthand experience navigating the long sales cycles, conservative municipal and utility buyer base, and relationship-driven dynamics unique to the water and environmental services market.

The conversation explores the world of fractional CMOs and their work in specialized marketing services for companies in climate tech, renewable energy, and the water space. It delves into the challenges faced in marketing strategy, educating founders on marketing, misconceptions about marketing, the role of trust in marketing, budgeting and planning for marketing, incorporating marketing into business, and marketing strategies including free marketing. The conversation delves into various marketing strategies, challenges, and trends in the industry. It explores the impact of funding, market consolidation, and the future of marketing trends, providing valuable insights into the evolving landscape of marketing in the industry.TakeawaysSpecialized marketing services for climate tech and renewable energy companiesChallenges in educating founders on marketing Channel partners play a crucial role in marketing success.Messaging and buzzwords significantly impact marketing effectiveness.Chapters00:00 Introduction to Fractional Spaces05:30 Educating Founders on Marketing19:07 The Role of Trust in Marketing28:06 Incorporating Marketing into Business33:23 Marketing Strategies and Challenges38:29 Buzzwords in Marketing47:32 Digital Advertising and Marketing ROI54:06 Market Consolidation and M&A

Edgar Rudberg, CEO of Nucleic Sensing Systems, discusses his background, the technology behind NS2, and the challenges of fundraising and industry adoption in the water tech sector. He emphasizes the importance of data, AI, and the impact of climate change on water monitoring needs.TakeawaysWater tech industry faces challenges in fundraising and industry adoptionNS2's technology focuses on providing data for predictive modeling and addressing changing water monitoring needsPartnerships with nonprofits and industry organizations are crucial for tech startups in the water industryChapters00:00 Background and Education07:12 Challenges in Industry Adoption12:14 Value Proposition and Sales Cycle28:55 AI and Predictive Modeling in Water Tech34:14 Lessons Learned and Advice for Startups

The conversation covers Jamail's journey in the water industry, the transition to Curo Ventures, the philosophy of Curo Ventures, the attractiveness of the water industry, industry collaboration and mission, acquiring companies in the water industry, adoption of innovative solutions, startup advice, and the M&A market in the water industry. Key takeaways include the focus on water industry innovation and the trends in acquisition and consolidation within the industry.TakeawaysWater industry innovationAcquisition and consolidation in the water industryChapters00:00 Journey in the Water Industry06:08 Curo Ventures Philosophy11:13 Industry Collaboration and Mission17:25 Adoption of Innovative Solutions28:44 M&A Market in the Water Industry