Client work / Xylem
Xylem’s pipeline assessment businesses help utilities understand the condition of critical buried infrastructure. Explaining that work calls for more than a description of the inspection technology. Buyers need to understand which problem a service addresses, what information it provides and how that information can guide their next decision.
Eitzen & Associates, now Eitzen Industrial Growth, supported Xylem with website projects and digital campaigns for its assessment services. The work combined knowledge of the water sector with the practical work of building websites, developing messages and getting campaigns into market.
Client
Xylem
Market
Water infrastructure
Engagement
Websites and digital campaigns
01
We managed website development and implementation work for Pure Technologies, PureHM and Wachs Water Services, three businesses with distinct offerings and audiences within Xylem’s infrastructure portfolio.
The work involved organizing technical services into websites that customers could navigate, coordinating content and visual presentation, and bringing the sites through development and implementation. For Pure Technologies, the website presented its work across water and wastewater, oil and gas, power, and structural monitoring, with routes into solutions, case studies, resources and contacts.
The commercial value: A buyer researching a specific infrastructure problem could move from a broad service category to relevant technical information and project examples. Each business had room to explain its expertise while remaining part of Xylem’s wider offering.
02
We supported campaigns for Xylem’s SmartBall inspection service, including a focused effort around force mains. The challenge was to communicate what the assessment could tell a utility and why that information mattered to its maintenance and capital planning decisions.
01
Our work included developing key messages, writing and reviewing landing-page and email copy, preparing social content, creating imagery for case-study pages, coordinating campaign distribution and setting up links for performance tracking. The campaign drew on examples of SmartBall projects to connect a specialized inspection service with situations utility teams would recognize.
02
We reviewed activity across campaign pages, email, social and lead records to see how audiences responded and to inform follow-up work.
03
The campaign gave sales teams and prospective customers a clearer explanation of SmartBall’s role, supported by project examples and a connected path from campaign content to further enquiry.
03
Eitzen founder Norvin Eitzen previously led marketing at Pure Technologies and, following its acquisition, within Xylem’s Advanced Infrastructure Analytics business. That was an in-house role, separate from the consultancy projects described here. It gave our team an understanding of the products, the people buying them and the difficulty of communicating technical assessment services across a large organization.
For Xylem, our consultancy work brought that understanding to specific projects: building useful digital destinations, developing focused campaign messages and coordinating the assets needed to take them to market.
Project scope
Multi-brand website development and implementation · Campaign messaging · Landing pages · Email and social copy · Case-study creative · Campaign coordination · Market research · Performance review
Technical services. Clear market path.
Growth strategy and execution for industrial technology companies selling into complex markets.
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