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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.
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What matters most to effective marketing, context or competence?
Competence of course is a key factor in determining how effective your marketing is. It’s a combination of experience, knowledge and skills. However, a marketer is unlikely to thrive and be truly effective, however good they are, if the business doesn’t provide the right context.
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?
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Creating seamless marketing, sales and service teams
10 years ago the CIM predicted that by 2022 there would be no such thing as separate marketing and sales departments. It turned out to be wishful thinking, but it is no less important today that customer services, sales and marketing work hand-in-hand.
There are all sorts of reasons why they are often separate, but the best reason for them not to be is that they are supporting the same customer journey.
What matters most to effective marketing, context or competence?
Competence of course is a key factor in determining how effective your marketing is. It’s a combination of experience, knowledge and skills. However, a marketer is unlikely to thrive and be truly effective, however good they are, if the business doesn’t provide the right context.
Right, Said Bry!
We had a bit of a celebration to mark the milestone of 10 years since the Watertight Marketing book came out at the end of January. With all due credit to Bernard Cribbins for the original song, Tony Coll, wrote and performed a custom witty ditty for the event. It was superb.
#WatertightWednesday Write-ups
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Find all of the write-ups here
Building a Marketing Team
Marketing Credibility Killers
< Back to the Blog 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 ways that marketers themselves exacerbate the issue... and what to...
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...
From Marketing Manager to Marketing Director – what does it take?
< Back to the Blog A number of our clients have invested in young talent to cover their marketing, and want to be able to nurture them into more senior roles. We often find that a business has a marketing manager in role, and now wants them to step into a more...
Listen to all the podcasts from the Watertight Wednesday roundtables here
Posts by Framework
Flow Foundations
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...
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...
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...
Touchpoint Leaks™
How to proactively generate word-of-mouth for your business
Many businesses will say that they generate most of their new business through word-of-mouth. However, dig a bit deeper and you often find that they are not doing anything to specifically support this... it's more a case of being a by-product...
How to structure a marketing case study
< Back to the Blog The marketing case study is an essential part of your toolkit . They have an essential role in proving your credentials and overcoming any concerns that a potential buyer might have. So, I've asked Certified Practitioner, Cheryl Crichton, to give...
Why do you need to use evidence in your marketing?
Lots of the growing businesses that we work with are the new kids on the block. They're up against established competition and can struggle to gain trust from people who feel they may be taking a risk with a less established organisation. So,...
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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