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Further Reading for Part Two
Part Two of Watertight Marketing dives deeper into how people make their way through a buying decision, exploring what they look for in terms of messages, when and how they look for it, and the third parties they turn to. These books are also useful for fleshing this...
Further Reading for Part Four
Part Four of Watertight Marketing equips you to set an effective marketing budget, a robust measurement framework and get the mindset that maintains momentum. These other books will help you go deeper on these topics. ~ Bryony Thomas, Author | Watertight Marketing...
Further Reading for Part Three
Part Three of Watertight Marketing is where we get really practical in showing you the proven tweaks to your marketing leaks. There are over 41 key techniques for you to consider. These other books will help you implement the ones you choose. ~ Bryony Thomas, Author |...
Further Reading for Part One
Part One of Watertight Marketing is about two things, how real people really buy things, and assessing how well your marketing supports that. It looks at what slows buying decisions down and gives an introduction to typical buying journeys. These books are also...
Marketing in survival mode
I hesitated to share these tips for worry of adding the noise and confusion out there at the moment. We seem to be awash with advice on how to navigate the unknown from people who've never done it before. Now, I've approached this from the perspective of having had...
Is this book for you?
More step-up than start-up There are lots of books about starting a business. There aren’t so many about staying in business. And, even fewer that support you as you seriously step things up. To get the most from this book, you’re most likely an established SME, or an...
What’s new in the second edition?
Author, Bryony Thomas, walks you through 10 things that are new in the second edition of Watertight Marketing.
How Inside Travel Group got their marketing stars aligned
“A printed copy of the Watertight Marketing Team Alignment and Benchmark engagement report has been on my desk permanently since I received it well over a year ago because we refer to it all the time as a guiding light for our ongoing marketing decisions.” Simon King, Director
What skills does a marketing director need to be really effective?
A typical client for a full Watertight Marketing Transformation Programme has typically just recruited, or is about to recruit, into their first marketing leadership role. That is, their first head of marketing or marketing director as a key strategic member of the team. Finding the right person is rarely simple. Let’s explore why this is.
Josef Elliott: “Half of our customers didn’t know half the stuff we did”
Josef Elliott of Oyster IMS walks you through his Watertight journey with the assistance of Gordon Ramsey, Grayson Perry, Stephen Fry, Dolly Parton, and Status Quo.
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
Is it time to Validate Concerns rather than Overcome Objections?
If we take the perspective that 1) Most third parties who have an opinion about a purchase decision at this stage in the process have the best interests of the buyer in mind; 2)Their opinion makes complete sense from their perspective; and that, 3)Nobody likes being told that they’re wrong… then looking again at the wisdom of Objection Handling can turn your thinking inside out.