Posts on the Flow Foundations
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First Flow Foundation – The Right Work
Will this new client energise your business?
3-Minute Read: Saying no to new clients is one of the most important things you need to do to grow a healthy business. There’s a lot written about creating a profile for your ‘ideal customer’. We think it’s as important to truly understand, and have the discipline to avoid, the ‘wrong customer’ for your growing business.
How do you find clients that sustain you energetically and financially?
< Back to the BlogThis post is also available over on our PodBlogFor many of our clients, it's not necessarily that they need more clients, it's that they need more of the right clients. And, in many more cases, once this has been clearly defined and a strategy put in place to reflect it, they...
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 you're going to seriously step...
8 signs that you need to get more strategic about marketing
As the MD or CEO of a growing business, it is up to you to lead the marketing. It’s on you to understand it enough to make sound decisions. In this first of three checklists, Bryony Thomas runs through 8 signs that she looks for that marketing is the area a business needs to focus on next. Grab yourself a cup of tea and get ready to ask yourself 8 key questions.
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 customer is an important skill...
Second Flow Foundation – Balanced Routine
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Third Flow Foundation – Baseline Rhythm
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.
The questions to ask when interviewing a Marketing Manager
You can use the Watertight Marketing book to plan your activity, and decide on the tweaky ou need to your marketing leaks – but who will you get to do the work? We regularly support in recruiting marketers into their teams. In this post, Cheryl Crichton picks out here two favourite interview questions from amongst a handy list of things you could ask.
What makes marketing work?
What most people see of marketing is what goes out into the world. By definition, the visible marketing is what businesses are putting out the get noticed and get people interested. This is Taps in the Watertight Marketing core metaphor (See Chapter 2 & 8). The thing is, if you’re not a marketer, it can be easy to assume that what you see is all there is. If you only actually do the stuff that’s visible, it won’t work! There are underpinning foundation activities under the radar that are essential to seeing a return.
Why should you invest in marketing when sales are soaring anyway?
10 reasons to invest in a marketing operation when times are good…
“Most of the businesses that we work with on a marketing transformation have a sales team. In fact, most have an excellent sales team on whom the growth to that point can be credited. Further to this, in many of our most committed clients, the sales are already soaring. In working with CEOs, MDs, and Sales Directors in this context, it’s natural to question why they need marketing at all.” ~ Bryony Thomas, Author | Watertight Marketing
Can you grow a business without spending money on marketing?
We help people to out-think, rather than out-spend, their competition. In fact, a number of business owners come to us saying that they spend no money on marketing at all. This is either because business comes to them via referral, or because they do it themselves and haven’t counted their time as a cost to the business. So, here’s the question… can you, and should you, grow a business on free marketing?
What shape is your marketing budget?
< Back to the Blog Knowing the shape of your marketing budget, that is how much you're spending in supporting each step of a buying decision, puts you in a powerful place. Yesterday, I walked you through a six-step process to get visual snapshot of your marketing budget. Today, I'm running you...
Fourth Flow Foundation – Maintain Momentum
What makes marketing work?
What most people see of marketing is what goes out into the world. By definition, the visible marketing is what businesses are putting out the get noticed and get people interested. This is Taps in the Watertight Marketing core metaphor (See Chapter 2 & 8). The thing is, if you’re not a marketer, it can be easy to assume that what you see is all there is. If you only actually do the stuff that’s visible, it won’t work! There are underpinning foundation activities under the radar that are essential to seeing a return.