Posts on the Flow Foundations

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First Flow Foundation – The Right Work

What makes marketing work?

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.

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

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

So, you want marketing to grow your business? The first think we’d need to do is work out what kind of growth you want. Do you want to increase customer lifetime value, margin, or the volume of customers. Different marketing will achieve different types of growth, and there’s a specific sequence that can compound the benefit.

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Why your direct competitors are often the least important

Why your direct competitors are often the least important

If 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… right? Absolutely, these are direct competitors. If you want a take away burger, these will come to mind. But, what if you just want a take away, there are many more competitors there. And, what about cooking yourself? Or skipping dinner altogether?

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8 signs that you need to get more strategic about marketing

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.

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Second Flow Foundation – Balanced Routine

What makes marketing work?

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.

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Is it time to Validate Concerns rather than Overcome Objections?

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.

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Third Flow Foundation – Baseline Rhythm

What makes marketing work?

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.

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

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

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Can you grow a business without spending money on 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?

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What shape is your marketing budget?

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...

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Six steps to a strategic review of your marketing budget

Six steps to a strategic review of your marketing budget

< Back to the Blog Watertight Marketing is marketing that supports every step of a buying decision, so that your business achieves long-term sales results. A strategic snapshot of your marketing spending can give you an indication as to whether you're achieving this. You get to this by looking...

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Fourth Flow Foundation – Maintain Momentum

What makes marketing work?

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.

read more