Marketing Data-as-a-Service for Wastewater Intelligence | Anneli Steutel-Maron from Kando

Ernesto Quezada: Pathmonk is the intelligent tool for website lead generation. With increasing online competition, over 98% of website visitors don’t convert. The ability to successfully show your value proposition and support visitors in their buying journey separates you from the competition online. Pathmonk qualifies and converts leads on your website by figuring out where they are in the buying journey and influencing them in key decision moments. With relevant micro experiences like case studies, intro videos, and much more, stay relevant to your visitors and increase conversions by 50%. Add Pathmonk to your website in seconds. Let the AI do all the work and get access to 50% more qualified leads while you keep doing marketing and sales as usual. Check us on pathmonk.com. Welcome to today’s episode. Let’s talk about today’s guest. We have Anneli from Kando, business development marketing strategist with them. How are you doing today, Anneli?

Anneli Steutel-Maron: I’m doing well. Thank you for inviting me. So much fun to be here.

Ernesto: It’s great to have you on. Anneli, I’m sure our listeners are tuning in wondering what Kando is all about. So, in your own words, tell us a little bit more.

Anneli: Oh, I could go on for a long time. But in short, Kando is a wastewater intelligence solution, a data-as-a-service (DaaS) solution. We provide insights on the collection system—everything that’s being discharged into the collection system. So, from when you’re flushing your toilet, factories discharging, or a restaurant dumping oil in the sink, we visualize the collection system before it gets to the wastewater treatment plants, before the water is treated and discharged back into the environment or recycled. Through AI, we visualize the collection system, look at wastewater quality changes, and help utilities manage that efficiently.

Ernesto: That’s always important. Never thought AI would reach that point, but awesome to hear that from Kando. And so that way, our listeners can get a good understanding of Kando. What would you say are the key problems you’re solving for clients?

Anneli: Woo-hoo, now you get me started. Well, everyone’s familiar with the current challenges. You hear a lot of stories everywhere in the news about water droughts and not having enough water. There are many issues worldwide, with different geographic challenges—some places have droughts, others face storms. What wastewater utilities are mainly struggling with includes workforce management, as there’s an aging workforce in the wastewater industry. Attracting young professionals is a challenge.

Then there are infrastructure issues; the collection systems are often very old and can’t be replaced soon enough due to budget constraints. There’s also the issue of illegal discharges, which make it harder for wastewater treatment plants to operate efficiently. Issues like PFAS and microplastics are becoming more regulated, especially in the United States. Utilities face the challenge of monitoring and treating them.

Our solution helps utilities by saving time on tedious tasks, monitoring wastewater quality in the system, and providing insights that help decision-making. For example, we help compliance teams ensure that industries meet their discharge permits and assist in diverting harmful events away from wastewater treatment plants.

Ernesto: I think that’s a good understanding there. So, I mean, I don’t want to assume here. Is there a specific vertical segment that you go for?

Anneli: Within wastewater utilities, we mainly work with the wastewater treatment plant team, the collection system team, and the compliance team. These areas are all interconnected. For example, if a brewery discharges high acidity waste, it can degrade infrastructure pipes. So, we work closely with these departments to manage operations and flow, ensuring wastewater treatment plants run optimally.

Ernesto: Perfect. Great to hear that. So, if I were in the utilities business, how would I usually find out about Kando? Is there a top client acquisition channel for you?

Anneli: Yes. Our market is very relationship-driven since it’s a government sector. There are processes like RFPs because we deal with public funds. To connect with prospects, we rely on marketing activities like webinars, conferences, and publications. We collaborate with our research and data teams to publish insights and educate the market on improving efficiency through innovative technologies. Our strategy is very focused on educational marketing, engaging with the community, and being positioned as a collaborative partner.

Ernesto: Awesome, great to hear that. And so that way, our listeners who are tuned in can visit you at Kando Eco. What role does your website play in client acquisition?

Anneli: Our website is an informative platform where we publish webinars, case studies, and white papers. It’s more of an inbound lead channel for us. However, the bulk of our marketing involves attending conferences and building relationships, especially with engineering firms that often advise utilities. Our DaaS model also helps utilities reduce risk and effort by taking over deployment, maintenance, and data processing. The website serves as a transparent space for people to learn about our work and download resources.

Ernesto: Awesome. Let’s switch gears a little bit, Anneli, and talk about you as a leader. You’re the business development marketing strategist at Kando. What are some key tasks you focus on in your day-to-day work?

Anneli: I cover a lot! I work across multiple time zones, so my mornings start with connecting with teams in Europe and Israel. My tasks range from submitting abstracts for marketing strategies, planning campaigns around conferences, preparing presentations, coordinating webinars, and strategizing product launches. I also collaborate closely with our product and data teams to ensure our marketing aligns with company milestones.

Ernesto: Talking about NAWQA, is that the upcoming event you’ll be attending?

Anneli: Yes, our Chief Solution Officer, Ori Reshev, will be speaking there. He’ll focus on the impact of AI on the wastewater industry, discussing how AI models integrate with utilities, organize data, and improve efficiency. It’s all about showing how AI can make a real difference in managing wastewater operations.

Ernesto: Definitely important. Thanks for sharing that. Let’s jump into our next section—rapid-fire questions. Are you ready?

Anneli: I’ll try!

Ernesto: First off, what is the last book you read?

Anneli: I’m reading Braiding Sweetgrass by Robin Wall Kimmerer. It combines Native American cultural values and scientific perspectives on the environment. It’s a beautiful book that merges environmental awareness with a holistic approach to society and nature.

Ernesto: Great read! If there were no boundaries in technology, what’s one thing you’d want fixed for your role as a marketer?

Anneli: I’d love a one-button solution to integrate all our back-office tools and platforms seamlessly. Imagine just speaking to a system and having everything set up perfectly.

Ernesto: That sounds amazing! If you could automate one repetitive task, what would it be?

Anneli: Note-taking and summarizing. I already use tools to transcribe Zoom calls and summarize, but a more integrated solution would be ideal.

Ernesto: Lastly, what’s one piece of advice you’d give your younger self as a marketer?

Anneli: Rush less and take more time to dive deep into campaign research. Creativity thrives when you have space to think. Don’t let deadlines compromise quality—take a walk, clear your mind, and come back stronger.

Ernesto: Great advice for everyone! Before we wrap up, if someone forgets everything from this interview, what’s the one thing they should remember about Kando?

Anneli: Kando is all about clean water for all. We’re here to protect the environment and provide sustainable solutions for managing wastewater efficiently.

Ernesto: Well said. To our listeners, check them out at Kando Eco. Anneli, thank you so much for joining us today.

Anneli: Thank you for having me. I hope this was valuable for your listeners.

Ernesto: It definitely was. Thanks again, Anneli.

Anneli: Have a great day!