What makes marketing work? The key difference between people that see a healthy return on their marketing, and those that don’t, is whether the unseen strategic thinking has been done. This episode explores those unseen elements and what's involved.  Key links to accompany this episode: The original blog post is here  The Watertight Marketing Test for you to benchmark your business against the foundations  Key words: Marketing Strategy, Strategic Marketing, Strategic Marketing Projects,...

Do your numbers have a narrative? This episode explores how a marketer can use both numbers and narrative to bring a business's vision, values and goals to life. Relates to Flow Foundation Four. Key links to accompany this episode: The original blog post is here The Watertight Marketing book (see Chapter 11) The Watertight Marketing Test (Flow Foundation Four would score low on some questions relating to how clear your vision, values and milestones are and how well they're communicated to...

Are you bringing a senior marketer into your business? Or have you had some frustrations with the role? Here's a quick rundown of the key skills to look for in this very special person! Key links to accompany this episode: The original blog post is here The Watertight Marketing book The Watertight Marketing Test (You'll want F1 and F4 to be at least Amber before recruiting into this role.) Key Words: Marketing Director, Marketing Team, Marketing Leadership, Marketing Recruitment

Do you need more clients, or more of the right clients? This episode tells you how to use the Profit Purpose Matrix to be selective about your clients. Relates to Touchpoint Leak 12 - What . Key links to accompany this episode: The original blog post (with graphic) is here The Watertight Marketing book (see Chapter 2 and 11) The Watertight Marketing Test (Foundation 1, The Right Work would be low if this is where you need to focus) Key Words: Touchpoint Leaks, Clients, Sales Process,...

Do you want to win the argument or build trust? This post explores the way we approach the concerns that buyers, or their trusted allies, might have. Relates to Touchpoint Leak 5 - No Critical Approval. Key links to accompany this episode: The original blog post is here The Watertight Marketing book (see Chapter 2 and 7) The Watertight Marketing Test (Foundation 2, Balanced Routine would be low if this is where you need to focus)  Key Words: Touchpoint Leaks, Customer Journey, Sales...

The Thirteen Touchpoint Leaks is probably the framework I have shared with the most people. 5000 or so at last count. it is a way of mapping marketing investments against a sales journey to determine where to focus your effort. This is a mini introduction to the concept. Key links to accompany this episode: The original blog post is here The Watertight Marketing book (see Chapter 2) The Watertight Marketing Test (Foundation 2, Balanced Routine would be low if this is where you need to...

Does your business want growth in lifetime value, margin or volume? You'll need different marketing levers for each! Key things to think about in getting your sales people, marketers, and customer service folk, to work well together. This posts looks at the marketing levers you need to support healthy sales flow in the long-term, and how to compound the value you build by working from the bottom up. Companion links: The original written post is here The Watertight Marketing Book The...

Key things to think about in getting your sales people, marketers, and customer service folk, to work well together. This is the first in a series of posts exploring effective working across sales, marketing and service teams to ensure effective (and profitable) customer journeys. Companion links: The original written post is here The Watertight Marketing Book The Watertight Marketing Test Key Words: Sales and Marketing, Teamwork, Customer Journey, Sales and Marketing Alignment,...

This post looks signs that it is the marketing skills of the MD that are holding the business back. If you're the MD of a growing business, ask yourself these 10 questions. For a more detailed rundown of the 24 questions bryony asks all ambitious MDs, head to the 'MD's Marketing Checklist' FREE video course here. Companion links: The original written post is here The Watertight Marketing Book The Watertight Marketing Test   Key Words: Marketing Strategy, Business Growth, Growth...

This post runs through 8 things to look out for, and questions to ask yourself, to determine if your marketing is letting you down. For a more detailed rundown of the 24 questions bryony asks all ambitious MDs, head to the 'MD's Marketing Checklist' FREE video course here. Companion links: The original written post is here The Watertight Marketing Book The Watertight Marketing Test   Key Words: Marketing Strategy, Marketing Skills, Business Growth, Growth Marketing

This post runs through six sure signs that your marketing operation is highly effective and will almost certainly deliver the growth you're looking for. For a more detailed rundown of the 24 questions bryony asks all ambitious MDs, head to the 'MD's Marketing Checklist' FREE video course here. Companion links: The original written post is here The Watertight Marketing Book The Watertight Marketing Test   Key Words: Marketing Strategy, Marketing Skills, Business Growth, Growth Marketing

This post looks at the different competitors you have at different stages in a buying decision, with examples of marketing that can be used to address them. Companion links: The original written post is here The Watertight Marketing Book The Watertight Marketing Test   Key Words: Competitors, Competitor Review, Real Competitors, The Right Work, Competitor Analysis  

When is it right to turn down a potential new client, and how to you do it with dignity? Key links to accompany this episode: The original blog post is here The Watertight Marketing book The Watertight Marketing Test Key Words: The Right Work, PP Matrix, Flow Foundations, Marketing Funnels, Marketing Filters, Chapter 2 #tweakyourleaks

This episode looks at how to match marketing tools to sales skills so that your business can grow more easily. Key links to accompany this episode: The original blog post is here The Watertight Marketing book Product - £47 + VAT: Video-guided Touchpoint Leak Traffic Light Report Key Words: Marketing Tools, Sales Skills, Touchpoint Leaks, Touchpoint Leak traffic Light Report,  Chapter 2, #tweakyourleaks  

This post looks at whether having 'no marketing budget' is a badge of honour in a growing business. Key links to accompany this episode: The original blog post is here The Watertight Marketing book Key Words: Marketing Budget, Free Marketing, Marketing Expenditure, Growth Marketing Chapter 10, #tweakyourleaks

If you have an effective sales team, and you have as or more business than you need, why do you need marketing at all? Key links to accompany this episode: The original blog post is here The Watertight Marketing book Key Words: Marketing Budget, Sales Results, Sales Pipeline, Marketing Funnel, Funnels & Filters, Marketing Investment, Growth Marketing Chapter 10, Chapter 8, #tweakyourleaks

This post looks at the effect of using ROI as a key metric in your marketing, and how to balance this with core values to protect the long-term impression of your business. Key links to accompany this episode: The original blog post is here The Watertight Marketing book The Watertight Marketing Test   Key Words: Marketing Measurement, Watertight Marketing, ROI, Return on Investment, Metrics, Marketing Metrics, KPIs, Chapter 9, #tweakyourleaks

There is nothing more predictable in business than that the unexpected can and will happen. This post looks at how to plan for this in your marketing budget with: A contingency for opportunities and problems ABC Budgeting Key links to accompany this episode: The original blog post is here The Watertight Marketing book The Watertight Marketing Test   Key Words: Marketing Budget, Watertight Marketing, Issues Jump, Crisis Communication, Chapter 10 #tweakyourleaks

Welcome to the Watertight Marketing PodBlog, where Bryony Thomas selects blog articles that remain relevant, useful and interesting, and reads them out for people who prefer to listen than to read. For more about Bryony Thomas, head to watertightmarketing.com/bryony