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The latest posts…

The questions to ask when interviewing a Marketing Manager

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.

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Marketing, sales and service – who does what, when?

Marketing, sales and service – who does what, when?

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 question, I have to also bring in service – because what we’re talking about here is supporting an end-to-end customer journey

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Posts by Framework

Flow Foundations

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...

What makes marketing work?

< Back to the Blog I often start workshops by offering to write up on the board in red or green pen. Red for something they hate about marketing, and green for something they love about marketing. Without fail there will be someone in the room that hates how hard...

Touchpoint Leaks

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...

Do you have the tools to match your skills?

< Back to the Blog This post is also available over on our PodBlogWhen helping clients assess themselves to create a Touchpoint Leak Traffic Light Report, we often find that people rate themselves highly based on having someone in their team who is good at a...

How Inside Travel Group got their marketing stars aligned

← Back to Case Studies Inside Travel Group engaged Watertight Marketing to undertake a Marketing Team Alignment, Benchmark and Plan, and then have gone on to apply the results“The Watertight Marketing Team Alignment and Benchmark did two powerful jobs for us...

Logic Sandwich

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...

What are the real triggers in a sales process?

< Back to the Blog As buyers we are exposed to more and more messages that fight for our time. As marketers, it’s often tempting to emphasise the unique features and logical prowess of an offering. But, the mind doesn’t work like that. There’s more to engaging the...

The Time Triangle

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...

Influencer Icecream

Is it time to Validate Concerns rather than Overcome Objections?

< Back to the Blog It’s received wisdom amongst many sales professionals that a key part of their role is to overcome the objections that people may have to buying what they have on offer. Indeed, many a training session and book can be found on the skills involved...

How to choose a CRM system for small business

< Back to the Blog I am continually asked how to choose CRM for small business. Our clients are typically step-up businesses. That is, they are onto some thing and they now want to scale it up.  At some point in this journey their data needs and automation desires...

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...

Profit Purpose Matrix

What makes marketing work?

< Back to the Blog I often start workshops by offering to write up on the board in red or green pen. Red for something they hate about marketing, and green for something they love about marketing. Without fail there will be someone in the room that hates how hard...

Growth: Do you want lifetime value, margin or volume?

< Back to the Blog This post is also available over on our PodBlogI was chatting with one of our clients last week. This is a £20m+ b2b service provider. They have a core service that's low margin, but gives them a platform to sell add-on services that are high...

Why your direct competitors are often the least important

< Back to the Blog This post is also available over on our PodBlogIf I say 'competitors' to you, I'm willing to bet that you think of people that offer similar things to you. So, Burger King would be a competitor to McDonalds, and Pepsi a competitor to Coke......

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

10 ways to build great customer loyalty

< Back to the Blog We've talked before about the importance of building customer loyalty, and it's no accident that the first of the 13 Touchpoint Leaks is "Forgotten Customers". It's been said before, and it will be said again. But actually cultivating loyalty in...

Leak 2: Poor On-Boarding

How Inside Travel Group got their marketing stars aligned

← Back to Case Studies Inside Travel Group engaged Watertight Marketing to undertake a Marketing Team Alignment, Benchmark and Plan, and then have gone on to apply the results“The Watertight Marketing Team Alignment and Benchmark did two powerful jobs for us...

Hard-sell only works once

< Back to the Blog This post was written in 2012 and approved at the time of writing.  KashFlow (www.kashflow.com), providers of online accounting software for small businesses, exhibited at business events in their early days. I interviewed them to appear as an...

Leak 3: No Emotional Connection

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...

Leak 4: No Gateway

Why should you invest in marketing when sales are soaring anyway?

< Back to the Blog This post is also available over on our PodBlogMost 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,...

Can your potential buyers picture your products?

One to the key tasks of your marketing is to help your customers to get a sense of what it would be like to work with you, or own your products, before they become a customer. In the Watertight Marketing methodology, we talk about this specifically as part of the...

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...

Leak 5: No Critical Approval

How Inside Travel Group got their marketing stars aligned

← Back to Case Studies Inside Travel Group engaged Watertight Marketing to undertake a Marketing Team Alignment, Benchmark and Plan, and then have gone on to apply the results“The Watertight Marketing Team Alignment and Benchmark did two powerful jobs for us...

Is it time to Validate Concerns rather than Overcome Objections?

< Back to the Blog It’s received wisdom amongst many sales professionals that a key part of their role is to overcome the objections that people may have to buying what they have on offer. Indeed, many a training session and book can be found on the skills involved...

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...

Leak 6: No Proof

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,...

Leak 7: Information Overload

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...

Three sales-boosting tips for your business blog

This is the fourth 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...

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 8: How (format)

3 examples of effective video marketing from zero budget upwards

Video is quickly moving into the 'must-have' category for even the smallest of businesses. In Touchpoint Leak 8 - How detailed in my book, Watertight Marketing - we talk about a six part matrix for ensuring your content is presented for the way people's brain's are...

One piece of content. 20 ways to use it.

In my last post, I gave you some ideas for creating key marketing content, and roughly how long it might take. Today, I wanted to make crystal clear that each iteration does not have to have unique content. In fact, repurposing, cutting up, re-using, and...

Leak 9: Where (channel)

Where does telemarketing sit in your toolkit?

< Back to the Blog Telemarketing is a hotly debated topic in both sales and marketing circles. It's a bit of a love/hate relationship. Anyone who knows the Watertight Marketing methodology will know that we're advocates of gentle permission-led marketing. But, that...

A day in the life of a small business tweet

< Back to the Blog Or, how Twitter can join the dots between people, products and profit Tweeting has been commonplace in the small business marketing landscape for some time now. With the right strategy and tools in place, and along side other activity, Twitter...

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...

Leak 10: When (timing)

How often do you repeat yourself in your marketing?

Are you worried about repetition in marketing? We often encounter an uneasiness and sense of mounting pressure in businesses where marketing includes putting out high quality content. Perhaps they've made a commitment to a baseline of weekly...

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...

Leak 11: Who (Influencers)

How Inside Travel Group got their marketing stars aligned

← Back to Case Studies Inside Travel Group engaged Watertight Marketing to undertake a Marketing Team Alignment, Benchmark and Plan, and then have gone on to apply the results“The Watertight Marketing Team Alignment and Benchmark did two powerful jobs for us...

Is it time to Validate Concerns rather than Overcome Objections?

< Back to the Blog It’s received wisdom amongst many sales professionals that a key part of their role is to overcome the objections that people may have to buying what they have on offer. Indeed, many a training session and book can be found on the skills involved...

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...

Leak 12: What

The effect of marketing on staff morale

< Back to the Blog Lots of our clients are fast-growing businesses for whom finding and keeping good people can be as much of a challenge as finding and keeping profitable customers. So, I asked Peter Baynes to look at the effect of implementing Watertight...

Leak 13: No Emotional Impact

What are the real triggers in a sales process?

< Back to the Blog As buyers we are exposed to more and more messages that fight for our time. As marketers, it’s often tempting to emphasise the unique features and logical prowess of an offering. But, the mind doesn’t work like that. There’s more to engaging the...