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The latest posts…

How do you get buy-in to your marketing budget?

How do you get buy-in to your marketing budget?

Getting the backing of your board for the marketing budget you need to do a good job is a key skill of a client-side marketer. If you’re getting push back on your budget requests, here are three key ways to get better buy-in by distinguishing the three marketing budgets, index-linking your requests, and using Visual Budgeting to express your rationale.

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How to get buy-in on your marketing budget

How to get buy-in on your marketing budget

Getting the backing of your board for the marketing budget you need to do a good job is a key skill of a client-side marketer. If you’re getting push back on your budget requests, here are three key ways to get better buy-in by distinguishing the three marketing budgets, index-linking your requests, and using Visual Budgeting to express your rationale.

read more
What is marketing strategy, and whose job is it?

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.

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#WatertightWednesday Write-ups

How to get buy-in on your marketing budget

< Back to the Blog Getting the backing of your board for the marketing budget you need to do a good job is a key skill of a client-side marketer. If you're getting push back on your budget requests, here are three key ways to get better buy-in. We invite you to...

What is marketing strategy, and whose job is it?

< Back to the Blog What is marketing strategy? Roundtable discussion (58 minutes)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...

What is a marketing strategy and strategist?

< Back to the Blog One of the key things we work on with clients is anchoring marketing activity into the business strategy. To do this, we often have to unpick the ideas people have about what a marketing strategy is, and the role of a strategist in doing it. We...

Building a Marketing Team

How do you get buy-in to your marketing budget?

< Back to the Blog Many people not in the marketing team have a view that marketing budgets are not always well justified. They can come across as more of a cost rather than being activities from which the business can derive real – even long-term – value. So how...

What is marketing strategy, and whose job is it?

< Back to the Blog What is marketing strategy? Roundtable discussion (58 minutes)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...

10 things a digital marketing apprentice can do for your business

< Back to the Blog A marketing doer can be a key role for a business wanting to build its marketing capabilities. For them to thrive, however, you as their line manager need to be clear about what you'd like them to do and achieve. Here's a flavour for the benefits...

Posts by Framework

Flow Foundations

How do you get buy-in to your marketing budget?

< Back to the Blog Many people not in the marketing team have a view that marketing budgets are not always well justified. They can come across as more of a cost rather than being activities from which the business can derive real – even long-term – value. So how...

How to get buy-in on your marketing budget

< Back to the Blog Getting the backing of your board for the marketing budget you need to do a good job is a key skill of a client-side marketer. If you're getting push back on your budget requests, here are three key ways to get better buy-in. We invite you to...

What is marketing strategy, and whose job is it?

< Back to the Blog What is marketing strategy? Roundtable discussion (58 minutes)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...

Touchpoint Leaks™ 

What is marketing strategy, and whose job is it?

< Back to the Blog What is marketing strategy? Roundtable discussion (58 minutes)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...

Does your business have a common language?

< Back to the Blog Even a seemingly simple question - such as 'what is the purpose of marketing for your business?' -  will often elicit many and varied responses within an organisation. Without having a common definition, and alignment on what marketing is, does...

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...

Logic Sandwich

The storage company that made room for new marketing ideas

← Back to Case Studies George Spence took a Practitioner Guided approach to working through the Chapter Companion Courses on the Watertight Webschool, and then retained the services of a Certified Practitioner to maintain the momentum. Client: George...

You can’t logic someone out of love

< Back to the Blog How many people do you think will be getting a Valentine card this year, who don't really deserve it? Looking beyond a person's failings could be said to be the very definition of love. And, this is one of the reasons why – as a business – having...

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...

The Time Triangle

Get luckier… do more marketing

Have you ever noticed how when you ask people how they landed a big client, they’ll often say it was just luck that they were in the right place, at the right time. Ok, so sometimes luck plays a part… but you can be a whole lot luckier if you know where...

Why marketing is a load of old twaddle

Ok, that's the polite version of the headline. Feel free to make an internal translation on that last word. Because that's what people do all the time. What you say isn't always what people hear. They interpret your words with their own...

Why you should treat your customers like adult cats

I do love to take the opportunity to get a photo of my cat, Dylan, into a presentation.  But, there is a serious point to make. A point that any cat 'owner' can relate to. <~ And, there's the thing, you never really 'own' a cat. Now, if...

Influencer Icecream

Should you be saying ‘No’ to new business?

< Back to the Blog This post is also available over on our PodBlogDoing the wrong kind of work is so damaging, I've included it as one of the Four Foundation Foundations in Watertight Marketing. Which means that learning when, and how, to say no to a potential new...

Is their team on your team?

This is the fourth in a series of posts looking at The Watertight Marketing Framework. Today, we’re looking at your audiences, i.e. who do you need to talk to. Buying decisions, particularly high-value or complex ones, are not made in...

What is Watertight Marketing?

All this week I'll be introducing the Watertight Marketing Framework - giving you the headlines on the key concepts explored in Part Two of the the book. Understanding how real people really buy things is central to getting your business onto...

Profit Purpose Matrix

What are sustainable sales results?

We talk about marketing that underpins sustainable sales results. So, let's explore exactly what we mean by that, and why it's so important to get to a point where your sales really do meet these criteria. There are three ways in which sales need to be sustainable if...

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...

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

"The Touchpoint Leak™ Assessment is the best tool I have ever seen in helping someone organise their marketing priorities while taking in the whole picture. I’m going to be recommending it to all my customers - it’s a must."

Nicola Cook

Founder, Company Shortcuts

Leak 1: Forgotten Customers

Leak 2: Poor On-Boarding

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Leak 3: No Emotional Connection

What do your visuals say about you?

I've just come off a coaching call with a client, we're working on stemming Leak #3: No emotional connection and we got to talking about their visuals. There are two areas I ask clients to look at when considering their company's visual identity - the concept and the...

How to bring some personality to your blog

This is the third in a series of five blogs on blogging this week. A business blog is one of the simplest ways of overcoming Leak #7 (Information Overload) of the Thirteen Touchpoint Leaks. It acts as invitation information and a stepping stone between...

Leak 4: No Gateway

The only 5 things you should be doing in social media

< Back to the Blog Social media marketing can seem like a bit of a minefield. It can also seem like there’s a dizzying amount to learn before you can even get started. But, it really breaks down into four activities and one core skill – which are common across...

How to incorporate a Gateway Product to win more business

Getting from general awareness to a new paying customer is a stepped journey in most business settings. Indeed, for many it’s a delicate dance akin to an intricate Quickstep. One of the most important stepping stones is the one that sees a...

Leak 5: No Critical Approval

How to overcome the third party veto in a complex sale

< Back to the Blog Following a strategy workshop that I ran with Watertight Marketing Certified Practitioner, Joshua Morse, there was some disagreement. Going through the Touchpoint Leak™ Assessment, Joshua rated – Leak 5: No Critical Approval – as Red, whilst the...

How many people have an opinion?

I blogged on Monday about how your business builds up its Commercial Karma through the way it conducts itself with every person it encounters. I often use this phrase, and people seem to like it, but perhaps don't take it as seriously as they could. I'd...

Leak 6: No Proof

Why are referred customers worth more?

You've heard it before, and you'll hear it again... referrals are the very best way to win new customers. Referred customers are cheaper to win. They convert more quickly. And, they spend more. In my book, Watertight Marketing, referrals comes...

Leak 7: Information Overload

Business blogs – the good, the great and the gratuitous

All this week, I’ll be blogging about blogging – sharing tips, hints and musings on how to make a blog the hub of your new business operation. A business blog is one of the simplest ways of overcoming Leak #7 (Information Overload) of the Thirteen...

Six internal business benefits of blogging

All this week, I'll be blogging about blogging - sharing tips, hints and musings on how to make a blog the hub of your new business operation. A business blog is one of the simplest ways of overcoming Leak #7 (Information Overload) of the Thirteen...

Leak 8: How (format)

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...

Leak 9: Where (channel)

Understanding the Awareness Equation

I’m often found telling businesses that they’ll never find a marketing silver bullet, or a magic formula to sales success. But, there’s one exception, and that’s The Awareness Equation. Applying it to your marketing is extremely powerful. It is the secret...

Leak 10: When (timing)

The only 5 things you should be doing in social media

< Back to the Blog Social media marketing can seem like a bit of a minefield. It can also seem like there’s a dizzying amount to learn before you can even get started. But, it really breaks down into four activities and one core skill – which are common across...

Get luckier… do more marketing

Have you ever noticed how when you ask people how they landed a big client, they’ll often say it was just luck that they were in the right place, at the right time. Ok, so sometimes luck plays a part… but you can be a whole lot luckier if you know where...

Leak 11: Who (Influencers)

How to overcome the third party veto in a complex sale

< Back to the Blog Following a strategy workshop that I ran with Watertight Marketing Certified Practitioner, Joshua Morse, there was some disagreement. Going through the Touchpoint Leak™ Assessment, Joshua rated – Leak 5: No Critical Approval – as Red, whilst the...

How many people have an opinion?

I blogged on Monday about how your business builds up its Commercial Karma through the way it conducts itself with every person it encounters. I often use this phrase, and people seem to like it, but perhaps don't take it as seriously as they could. I'd...

Leak 12: What

The 3 Cs of What you do – clarity, consistency and context

At a recent client workshop we worked on a key issue that people knew of them, but for something they now only do a little of. The mental filing in the collective minds of the market was out of date. Certified Practitioner, Peter Baynes, joined...

Should you be saying ‘No’ to new business?

< Back to the Blog This post is also available over on our PodBlogDoing the wrong kind of work is so damaging, I've included it as one of the Four Foundation Foundations in Watertight Marketing. Which means that learning when, and how, to say no to a potential new...

Leak 13: No Emotional Impact

Three ways to pay (not what you think!)

< Back to the Blog I'm not talking about PayPal or invoices here, I'm talking about what people exchange with you in return for value at different stages of a buying decision. If you can crack this, your marketing will almost always deliver for you. As someone goes...

The only 5 things you should be doing in social media

< Back to the Blog Social media marketing can seem like a bit of a minefield. It can also seem like there’s a dizzying amount to learn before you can even get started. But, it really breaks down into four activities and one core skill – which are common across...