In this episode of the H2O Global News Stream, writer Natasha sits down with Beth, President and CEO of Boeh Agency, to discuss why strategy is the foundation of every successful marketing effort — and how the right approach can help water-sector organizations achieve meaningful, measurable growth.
About the Interview
In this conversation, Beth, President and CEO of Boeh Agency, shares how her team builds marketing strategies that help organizations in the water industry grow with purpose.
Beth explains that after more than 15 years in the sector, her team has developed a deep understanding of the challenges and opportunities in water marketing — and why starting with strategy is key.
“It comes down to money and ROI, right? Whether you’re a small startup or a global powerhouse, strategy as a foundation helps keep marketing tied to your business goals instead of just random tactics. Without it, you’re guessing. Marketing is an investment — and if you don’t lay that foundation first, you’re really throwing your money to the wind.”
How Strategy Sessions and Brand Audits Work
Beth describes Boeh’s strategy sessions and brand audits as collaborative deep dives designed to uncover blind spots, misalignments, and missed opportunities.
“It kind of forces the client’s team to step back and see the big picture instead of, ‘we have a trade show in three weeks and we need a banner.’ To be able to zoom out and start with the climate of the business and the goals of the business — not just the marketing goals — that’s where we start.”
“We talk with leaders across sales, product, marketing, executives, and investors. Different voices can reveal hidden gaps and opportunities. Sometimes, internally, clients aren’t aligned — and that helps us. We talk to a range of people to understand those perspectives.”
She adds that this process often exposes gaps between departments and helps simplify overly technical messaging that might otherwise miss the target audience.
“Common blind spots, particularly in water, are messaging that’s a little too technical. It needs to be technical for validity, but it can’t be over the heads of decision makers. Another is misaligned priorities between teams — like sales having different goals from marketing or executives.”
The outcome is always actionable:
“We review their past marketing efforts and PR, dig into competitors to see what others are saying, and identify where the brand can really stand out. The result is a roadmap grounded in business goals — not just marketing trends or a checklist of tactics.”
The Risks of Skipping Strategy
When asked what happens if companies skip strategy and dive straight into campaigns, Beth offers a vivid analogy.
“I’ve never built a house, but I would imagine it would be like building a house without a plan or a blueprint. You might be able to put it together, but ultimately, the foundation would fail. You’d get campaigns that don’t have clear goals, inconsistent messaging, and you might not even know if they’re successful.”
Staying Aligned as Goals Evolve
Boeh Agency’s approach is not a one-off engagement — it’s ongoing and adaptive.
“It starts with listening very deeply at the beginning, but it’s not a set-it-and-forget-it. We have ongoing engagements with regular check-ins, reviewing results three months later, six months later, whatever makes sense.”
“One of our key employees introduced me to the idea of a ‘state of biz’ check-in. Before we get into what we’re working on, we always ask, ‘What’s happening in your company? What’s changed?’ That keeps the strategy flexible. It’s an ongoing conversation so that marketing continues to drive outcomes.”
How a Marketing Plan Brings Clarity
For organizations that feel stuck, Beth says a marketing plan can break through bottlenecks and provide much-needed momentum.
“Every tactic should tie directly back to business goals. That’s how you get momentum and measure success.”
Driven by Purpose
Boeh’s work, Beth says, is about more than just marketing.
“Our work really is passion-driven. It’s even a little bit more than marketing. We’re committed to amplifying the solutions that protect, treat, and deliver clean water. That’s what drives our team, and it’s the impact we try for with every client.”
About Boeh Agency
Boeh Agency is a full-service marketing and PR agency working exclusively in the water sector. With more than 15 years of experience, Boeh helps organizations build strategic foundations, align internal teams, and communicate their impact across the clean water landscape.
