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We have a back catalogue of over a decade of posts, almost all of which are still relevant and useful today.
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How marketing helps you find the right prospects
In a blog I wrote recently, I mentioned that one of the four growth strategies was looking for like-minded prospects. This is step two of the process we’d recommend to help you find, win and keep more of the right clients. We’re looking here at two things. Firstly, it’s how you go about finding more clients. Second, how you can funnel and filter the right clients to make sure you’re spending your time on those most likely to convert.
Looking for treasure in your own back yard
We’ve come into contact with 1000’s of businesses over the years. Whichever sector they’re in, however large or small they are, however their marketing is organised, there’s one common theme. Forgotten customers. It’s the marketing leak we most frequently see and it’s the first place to start if you’re looking for stability and growth.
The four key marketing growth strategies
I remember talking to the partner in a law firm some time ago. He was a bit phased by the business growth targets his managing partner had set for his practice area. It seemed like a big mountain to climb and pretty overwhelming. In our conversation, I suggest he break it down to make it more manageable, starting with existing clients of the firm.
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Touchpoint Leaks
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The latest posts…
Growing business through increased volume
In Bryony’s original blog ‘Growth: Do you want lifetime value, margin or volume?’, she explained the different types of growth a business can achieve through putting the right kind of marketing in place across the customer journey. She also explained how the Watertight Marketing methodology maps across that journey, and can be used to identify, prioritise, and address any gaps.
In this article, we take a deeper look at the ‘volume’ part of that concept, and how it relates to what many people think is marketing: generating leads
The Rhythm of Resilience in Business
A new cohort has just started our 12-month marketing leadership programme. The first month focuses on the Flow Foundations (see Chapter 2, Watertight Marketing – 2nd Ed.). Every coaching session I had with our clients this month had a theme… rhythm. That is, what is the cadence of focus across the four foundations, or do you have to do them all equally all of the time?
How marketing helps you find the right prospects
In a blog I wrote recently, I mentioned that one of the four growth strategies was looking for like-minded prospects. This is step two of the process we’d recommend to help you find, win and keep more of the right clients. We’re looking here at two things. Firstly, it’s how you go about finding more clients. Second, how you can funnel and filter the right clients to make sure you’re spending your time on those most likely to convert.
#WatertightWednesday Write-ups
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Building a Marketing Team
The questions to ask when interviewing a Marketing Manager
< Back to the Blog We often find that recruitment into a first marketing role moves into the frame at around 6-9 months into implementing the Watertight Marketing. As it comes up time and time again, I asked Cheryl Crichton if we could borrow her very handy post on...
Marketing, sales and service – who does what, when?
< Back to the Blog In various forms, I get asked the difference between sales and marketing almost weekly. Underlying this question is the oft cited discontent between the disciplines, and a desire to get them working more harmoniously together. In answering this...
Marketing and sales playing nicely together
< Back to the Blog This post is also available over on our PodBlogGetting marketing, sales (and service) to work together effectively is key to ensuring that customers have a consistent experience in their path to buying from you. To achieve this a business needs...
Listen to all the podcasts from the Watertight Wednesday roundtables here
Posts by Framework
Flow Foundations
What makes marketing work?
< Back to the Blog This post is also available over on our PodBlogI often start workshops by offering to write up on the board in red or green pen. Red for something they hate about marketing, and green for something they love about marketing. Without fail there...
Growth: Do you want lifetime value, margin or volume?
< Back to the Blog This post is also available over on our PodBlogJoin us in March for our conferenceI was chatting with one of our clients last week. This is a £20m+ b2b service provider. They have a core service that's low margin, but gives them a platform to...
Why your direct competitors are often the least important
< Back to the Blog This post is also available over on our PodBlogIf I say 'competitors' to you, I'm willing to bet that you think of people that offer similar things to you. So, Burger King would be a competitor to McDonalds, and Pepsi a competitor to Coke......
Touchpoint Leaks™
Customer Marketing: How to make sure your customers don’t feel forgotten
< Back to the Blog Customer marketing is one of the most important, and often overlooked, elements of a marketing plan. Your existing customers are the people who pay your bills folks! But, more than this, they are the foundation of your reputation, your word of...
The effect of marketing on staff morale
< Back to the Blog Lots of our clients are fast-growing businesses for whom finding and keeping good people can be as much of a challenge as finding and keeping profitable customers. So, I asked Peter Baynes to look at the effect of implementing Watertight...
What are the real triggers in a sales process?
< Back to the Blog As buyers we are exposed to more and more messages that fight for our time. As marketers, it’s often tempting to emphasise the unique features and logical prowess of an offering. But, the mind doesn’t work like that. There’s more to engaging the...
Logic Sandwich
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The Time Triangle
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Influencer Icecream
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Profit Purpose Matrix
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Posts by Touchpoint Leak™
The Touchpoint Leaks™ framework is introduced in Chapter 2 of the Watertight Marketing book. You can use this to create a Touchpoint Leak™ Traffic Light Report to find your focus Leak. Then please use Part Three of the book, and these posts to #tweakyourleaks
"Watertight has made a massive difference to me and our business... I’m a sales person but knew we needed the support of marketing to further our growth. We’ve achieved 500% growth in 4 years; I attribute a lot of that success to working with Watertight."
Leak 1: Forgotten Customers
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Leak 2: Poor On-Boarding
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Leak 3: No Emotional Connection
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Leak 4: No Gateway
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Leak 5: No Critical Approval
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Leak 6: No Proof
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Leak 7: Information Overload
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Leak 8: How (format)
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Leak 9: Where (channel)
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Leak 10: When (timing)
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Leak 11: Who (Influencers)
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Leak 12: What
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Leak 13: No Emotional Impact
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