The Blog
More Ways to Navigate the Blog
A Dose of Watertight Wisdom
We have a back catalogue of over a decade of posts, almost all of which are still relevant and useful today.
Latest posts…
How to shift the perception of marketing in your organisation
How do your colleagues see marketing? Do they see it as strategic? Central to everything in the business and firmly at the core of operations?
Or is marketing a peripheral ‘nice-to-have?’ A non-essential activity that you invest in only when times are good?
How do your colleagues see marketing?
If you are a marketer in a scaling business, the first audience you should be characterising is your colleagues. How they perceive marketing has a direct impact on how effective you can be in your role. Let’s take a look at how they might see it, and what you can do about it.
Marketing Credibility Killers
It’s a common lament of client side marketers that their colleagues don’t see the strategic benefit of marketing. Cynicism seems to come from all sides. In this post, we look at 16 common ways that marketers themselves exacerbate the issue… and what to do about it.
Audio
PodBlog
For those that prefer to listen than to read
Key Concepts
By Framework
Find posts that relate to key frameworks
Touchpoint Leaks
By Leak
Find posts that relate to each of the Leaks
Fancy a regular dose of Watertight Wisdom by email?
The latest posts…
What is marketing strategy, and whose job is it?
How do you draw the distinction between strategy and tactics? More importantly, what do others in your business think strategy is and who needs to be involved? Where marketing strategy sits within your organisation and whether your colleagues see it as you do can vary enormously. So, the starting point for a marketing strategist is often being clear about what strategy is and isn’t.
What is a marketing strategy and strategist?
If you’re feeling the frustration of breaking through from 7-figure to 8-figure turnover, without also breaking your business, true marketing strategy might be the missing link. This post explores what a marketing strategist is, the questions they need to ask, and the sequence in which they need to ask them.
How to shift the perception of marketing in your organisation
How do your colleagues see marketing? Do they see it as strategic? Central to everything in the business and firmly at the core of operations?
Or is marketing a peripheral ‘nice-to-have?’ A non-essential activity that you invest in only when times are good?
#WatertightWednesday Write-ups
No Results Found
The page you requested could not be found. Try refining your search, or use the navigation above to locate the post.
Find all of the write-ups here
Building a Marketing Team
No Results Found
The page you requested could not be found. Try refining your search, or use the navigation above to locate the post.
Listen to all the podcasts from the Watertight Wednesday roundtables here
Posts by Framework
Flow Foundations
6 signs that you’re in control of your marketing
< Back to the Blog This post is also available over on our PodBlogOver the last two days I've shared checklists to help you asses whether you have enough marketing knowledge to make sound strategic decisions for your growing business. Across the hundreds of...
10 signs that it’s your knowledge of marketing that’s holding your business back
< Back to the Blog This post is also available over on our PodBlogThere are lots of reasons why a small or medium-sized business can get frustrated with their marketing. For many, sorting out marketing is one of those things that never quite makes it to the top of...
8 signs that you need to get more strategic about marketing
< Back to the Blog This post is also available over on our PodBlogMany MDs and CEOs of ambitious growing businesses have told me, in a moment of candour, that they're not 100% sure they know enough about marketing to make sound decisions about it. If you suspect...
Touchpoint Leaks™
7 costly customer relationship management mistakes businesses make every day
Fantastic! You have a new customer. Now what? Most people will get on with the work, do a great job, finish it on time and on budget and then move on to another project for another customer. Surely the most important thing is to do a good job? So, what am I doing...
Is your content formatted for how your customers’ brains are wired?
< Back to the Blog Yesterday, I zoomed in on the power of visual content in your mix of materials. Today, I want to zoom back out to give you a way of planning a mix of content in different formats to ensure that you grab the attention of people who might be...
Does your content deserve a visual?
One my favourite books is ‘Information is Beautiful' by David McCandless. He powerfully demonstrates how the way you present information has a direct correlation to how much people engage with it. Whilst this isn’t a new idea, the content...
Logic Sandwich
No Results Found
The page you requested could not be found. Try refining your search, or use the navigation above to locate the post.
The Time Triangle
No Results Found
The page you requested could not be found. Try refining your search, or use the navigation above to locate the post.
Influencer Icecream
No Results Found
The page you requested could not be found. Try refining your search, or use the navigation above to locate the post.
Profit Purpose Matrix
No Results Found
The page you requested could not be found. Try refining your search, or use the navigation above to locate the post.
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
No Results Found
The page you requested could not be found. Try refining your search, or use the navigation above to locate the post.
Leak 2: Poor On-Boarding
No Results Found
The page you requested could not be found. Try refining your search, or use the navigation above to locate the post.
Leak 3: No Emotional Connection
No Results Found
The page you requested could not be found. Try refining your search, or use the navigation above to locate the post.
Leak 4: No Gateway
No Results Found
The page you requested could not be found. Try refining your search, or use the navigation above to locate the post.
Leak 5: No Critical Approval
No Results Found
The page you requested could not be found. Try refining your search, or use the navigation above to locate the post.
Leak 6: No Proof
No Results Found
The page you requested could not be found. Try refining your search, or use the navigation above to locate the post.
Leak 7: Information Overload
No Results Found
The page you requested could not be found. Try refining your search, or use the navigation above to locate the post.
Leak 8: How (format)
No Results Found
The page you requested could not be found. Try refining your search, or use the navigation above to locate the post.
Leak 9: Where (channel)
No Results Found
The page you requested could not be found. Try refining your search, or use the navigation above to locate the post.
Leak 10: When (timing)
No Results Found
The page you requested could not be found. Try refining your search, or use the navigation above to locate the post.
Leak 11: Who (Influencers)
No Results Found
The page you requested could not be found. Try refining your search, or use the navigation above to locate the post.
Leak 12: What
No Results Found
The page you requested could not be found. Try refining your search, or use the navigation above to locate the post.
Leak 13: No Emotional Impact
No Results Found
The page you requested could not be found. Try refining your search, or use the navigation above to locate the post.