Below the Surface with Paul Balsom

Paul Balsom
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  • MARKETING

Below the Surface is where water industry professionals talk shop with no fluff or corporate speak. Host Paul Balsom, a fractional CMO who spent 10+ years running a water tech company, sits down with startup founders, investors, recruiters, and fellow marketers to discuss what's actually working (and what's not) in water and environmental businesses. Expect honest conversations about: Building and selling in conservative marketsMarketing that actually generates pipelineFundraising and M&A in water techIndustry trends before they hit the trade show floor If you're a CEO, founder, or marketer in water, wastewater, or environmental tech, this is your inside track. 30-minute episodes. Real experience. No BS.

Episodes

  1. MAR 18

    Ep 3: Lauren Howard (Arc Aligned Strategy) & Jessie Peters (Peak Potential Marketing)

    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. Takeaways Specialized 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. Chapters 00:00 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

    49 min

  2. FEB 26

    Ep 2: Ed Rudberg of Nucleic Sensing Systems (NS2)

    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. Takeaways Water 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 industry Chapters 00:00 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

    33 min

  3. FEB 10

    Ep 1: Jamail Carter of Curo Ventures

    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. Takeaways Water industry innovationAcquisition and consolidation in the water industry Chapters 00:00 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

    31 min
  • 3 Episodes

About

Below the Surface is where water industry professionals talk shop with no fluff or corporate speak. Host Paul Balsom, a fractional CMO who spent 10+ years running a water tech company, sits down with startup founders, investors, recruiters, and fellow marketers to discuss what's actually working (and what's not) in water and environmental businesses. Expect honest conversations about: Building and selling in conservative marketsMarketing that actually generates pipelineFundraising and M&A in water techIndustry trends before they hit the trade show floor If you're a CEO, founder, or marketer in water, wastewater, or environmental tech, this is your inside track. 30-minute episodes. Real experience. No BS.

Information

  • Creator
    Paul Balsom
  • Years Active
    2K
  • Episodes
    3
  • Rating
    Clean
  • Copyright
    © 2026 Paul Balsom