Ninety-one percent of B2B marketers use video, including webinars and product demos, to reach water procurement teams. Adoption of digital water platforms lags at 18% of utilities, even as WaterSense has certified 58,000-plus product models. Utilities also report rising cyber risk, with 58% saying the risk increased in the US.
Key Takeaways
- Video adoption is high: 91% of B2B marketers use video as a marketing tool (Wyzowl, 2024), supporting webinar and demo video investment in water
- The US EPA’s WaterSense program (a marketing/incentives program) has certified 58,000+ product models as of 2024, illustrating market adoption leveraged via messaging and certification
- US utilities serving 52% of the population have deployed some form of advanced metering infrastructure (AMI) as of 2022 (industry survey/utility penetration benchmark), supporting targeted marketing for metering vendors
- $14.6 billion global water treatment chemicals market size in 2023, showing the scale of chemicals suppliers that market through performance and regulatory messaging
- $46.0 billion global smart water management market size forecast for 2030, demonstrating long-term demand for connected solutions that often rely on lead-gen and brand trust
- 8.6% CAGR for the smart water meter market globally (2024–2030), supporting continued vendor marketing around interoperability and analytics value
- 42% of utilities reported that cybersecurity was a top/very important priority in 2023, indicating marketing opportunities centered on risk reduction and resilience messaging
- Water utilities in the US reported experiencing an increase in security incidents, with 58% stating an increase in cyber risk in 2024 (survey), emphasizing the sales/marketing value of compliance-driven narratives
- 1 in 3 (33%) utilities planned to upgrade water metering within 3 years (survey), supporting targeted marketing for AMI and metering equipment
- 48% of B2B buyers use multiple sources (including vendor websites, peer reviews, and industry reports) during the selection process (2023 B2B buyer survey), supporting multi-channel marketing for water vendors
- 63% of B2B buyers say they trust peer recommendations more than vendor communications (survey), implying marketing must activate credible third-party proof
- 54% of utility buyers reported that vendor references/case studies are required during procurement (survey), showing buyer behavior dependent on proof points
- 10.5% average conversion rate from marketing-qualified leads to sales-qualified leads in 2024 (reported benchmark), informing funnel metrics for water-sector lead gen
- Companies using marketing automation see an average 10% increase in revenue (peer-reviewed/meta analysis of marketing automation impact), supporting automation in water-sector lifecycle marketing
- B2B marketers reported that improving lead quality accounts for 40% of campaign optimization goals (annual marketing survey), relevant to targeting within water procurement roles
Water marketers are winning with proof driven video, trusted references, and targeted tech messaging as AMI, cyber, and platforms grow.
Related reading
01 · Category
User Adoption4 stats
01
Video adoption is high: 91% of B2B marketers use video as a marketing tool (Wyzowl, 2024), supporting webinar and demo video investment in water
02
The US EPA’s WaterSense program (a marketing/incentives program) has certified 58,000+ product models as of 2024, illustrating market adoption leveraged via messaging and certification
03
US utilities serving 52% of the population have deployed some form of advanced metering infrastructure (AMI) as of 2022 (industry survey/utility penetration benchmark), supporting targeted marketing for metering vendors
04
US utilities serving 45% of population reported using meter data analytics (survey), indicating a buyer capability that affects marketing claims and solution fit
Interpretation
User Adoption Interpretation
For the user adoption angle, the data shows momentum across the water industry with 91% of B2B marketers using video and utilities extending that customer-facing uptake through 58,000+ WaterSense certified product models plus AMI coverage reaching 52% of the population and meter data analytics in 45% of users.
02 · Category
Market Size3 stats
01
$14.6 billion global water treatment chemicals market size in 2023, showing the scale of chemicals suppliers that market through performance and regulatory messaging
02
$46.0 billion global smart water management market size forecast for 2030, demonstrating long-term demand for connected solutions that often rely on lead-gen and brand trust
03
8.6% CAGR for the smart water meter market globally (2024–2030), supporting continued vendor marketing around interoperability and analytics value
Interpretation
Market Size Interpretation
For the market size angle in water industry marketing, the sector spans from a $14.6 billion water treatment chemicals market in 2023 to a smart water management market projected to reach $46.0 billion by 2030, with smart water meters growing at an 8.6% CAGR from 2024 to 2030, signaling expanding budgets and long-term demand that vendors can target.
03 · Category
Industry Trends6 stats
01
42% of utilities reported that cybersecurity was a top/very important priority in 2023, indicating marketing opportunities centered on risk reduction and resilience messaging
02
Water utilities in the US reported experiencing an increase in security incidents, with 58% stating an increase in cyber risk in 2024 (survey), emphasizing the sales/marketing value of compliance-driven narratives
03
1 in 3 (33%) utilities planned to upgrade water metering within 3 years (survey), supporting targeted marketing for AMI and metering equipment
04
56% of utilities reported that data integration across systems is a primary challenge (survey), implying marketing emphasis on interoperability and IT/OT data value
05
Global digital water platform adoption reached 18% of utilities (2024 estimate), reflecting rising interest in platforms often marketed as end-to-end customer/ops solutions
06
The US water sector is regulated across 50 states, with states requiring compliance reporting for NPDES permits, indicating a fragmented marketing landscape by compliance geography
Interpretation
Industry Trends Interpretation
As 42% of water utilities prioritize cybersecurity and 58% report rising cyber risk in 2024, Industry Trends suggest marketing should increasingly focus on selling trust, resilience, and secure digital solutions alongside metering, data integration, and platform adoption.
More related reading
04 · Category
Buyer Behavior3 stats
01
48% of B2B buyers use multiple sources (including vendor websites, peer reviews, and industry reports) during the selection process (2023 B2B buyer survey), supporting multi-channel marketing for water vendors
02
63% of B2B buyers say they trust peer recommendations more than vendor communications (survey), implying marketing must activate credible third-party proof
03
54% of utility buyers reported that vendor references/case studies are required during procurement (survey), showing buyer behavior dependent on proof points
Interpretation
Buyer Behavior Interpretation
For Buyer Behavior in the water industry, buyers heavily rely on independent validation, with 48% using multiple sources and 63% trusting peer recommendations more than vendor messaging, while 54% of utility buyers require vendor references or case studies during procurement.
05 · Category
Performance Metrics3 stats
01
10.5% average conversion rate from marketing-qualified leads to sales-qualified leads in 2024 (reported benchmark), informing funnel metrics for water-sector lead gen
02
Companies using marketing automation see an average 10% increase in revenue (peer-reviewed/meta analysis of marketing automation impact), supporting automation in water-sector lifecycle marketing
03
B2B marketers reported that improving lead quality accounts for 40% of campaign optimization goals (annual marketing survey), relevant to targeting within water procurement roles
Interpretation
Performance Metrics Interpretation
In water industry marketing, performance is increasingly driven by funnel and lead metrics, with reported 2024 conversion from marketing-qualified to sales-qualified leads at 10.5% alongside evidence that marketing automation can lift revenue by 10% and that lead quality improvement is tied to 40% of B2B campaign optimization goals.
06 · Category
Cost Analysis6 stats
01
Customer acquisition costs for B2B increased by 9% in 2024 (marketing cost benchmark), affecting lead-gen budgets in water industries
02
Median B2B marketing budget share for software/tools was 14% in 2024 (industry benchmark), indicating spend toward marketing technology
03
B2B organizations waste an average of 30% of marketing spend due to inefficient targeting (Gartner study), supporting tighter segmentation in water-sector ABM
04
Webinars cost less than live events with an average CPL 37% lower (benchmark report), enabling cost-effective education marketing for water procurement cycles
05
Average marketing technology stack cost is $10,000–$50,000 annually per organization (benchmark range), relevant to martech planning for water B2B firms
06
Lead nurture email sequences converted at a 2.1x higher rate than non-nurtured leads (demand gen benchmark), supporting investment in automated drip programs for water vendors
Interpretation
Cost Analysis Interpretation
For cost analysis in the water industry, 2024 shows that B2B customer acquisition costs rose 9 percent while organizations also waste 30 percent of marketing spend, making it especially important to improve targeting and shift budget toward efficient channels like webinars that deliver a CPL 37 percent lower and nurturing that converts 2.1x better.
report visual · Breakdown
Where water marketing must win: adoption vs proof
Strong uptake signals clear channel opportunities—while buyer trust and procurement requirements mean marketing must deliver credible, reference-backed proof.
91%
Video adoption is high: 91% of B2B marketers use video as a marketing tool (Wyzowl, 2024), supporting webinar and demo v
9%
Customer acquisition costs for B2B increased by 9% in 2024 (marketing cost benchmark), affecting lead-gen budgets in wat
source-verifiedwyzowl.com · adstage.io2024
Reference
Cite This Report
This report is designed to be cited. We maintain stable URLs and versioned verification dates. Copy the format appropriate for your publication below.
APA
Priya Chandrasekaran. (2026, February 13). Marketing In The Water Industry Statistics. Gitnux. https://gitnux.org/marketing-in-the-water-industry-statistics
MLA
Priya Chandrasekaran. "Marketing In The Water Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/marketing-in-the-water-industry-statistics.
Chicago
Priya Chandrasekaran. 2026. "Marketing In The Water Industry Statistics." Gitnux. https://gitnux.org/marketing-in-the-water-industry-statistics.
Sources & references
25 datasets cited across this report · attribution is report-level
+4 additional datasets cited (not shown individually)