The Blog
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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.
Critical ways brands can improve the quality of their customer interactions
Mapping, understanding and enhancing the points of interaction with customers is what the best brands do to sustain their success. In this post Stephen Bateman explores how the Touchpoint Leaks framework can help you to do the same.
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 to keep up with digital marketing
This month, members of our Facebook Group voted for me to focus on the topic of 'Digital Marketing: Keeping up with trends and choosing the right platforms'. The sense I got in the group and from discussions with clients is that there is a looming sense of always...
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?
Making time for marketing with a default diary
If I had a pound for every time I'd heard an ambitious business owner, or those in their team, tell me that they struggle to make time for marketing, I truly would be a very rich woman. Time is our most precious resource, and in a fast-growing business the competing...
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...