The Watertight Marketing Framework

3. FROM MICROSOFT… watertightmarketing.com

4. TO MICRO … watertightmarketing.com

5. watertightma@rkebtrinygo.ncoymthomas YYOO--YYOO £ £ TIME WAT E R IG HT WATER T I GH T TIME MARKETING ACTIVITY SALES RESULTS Ⓒ Watertight Marketing Ltd watertightmarketing.com

6. Marketing for every step of the sale Ⓒ Watertight Marketing Ltd watertightmarketing.com

7. @bryonythomas LOW RISK HIGH RISK CONSIDERED PURCHASE IMPULSE BUY OR AND Ⓒ Watertight Marketing Ltd watertightmarketing.com

12. @bryonythomas Welcome to... #WatertightWednesdays Ⓒ Watertight Marketing Ltd watertightmarketing.com

27. @bryonythomas AWA RE ES AWAR E N E S S INTEREST EVALUATION TRIALTRIAL ADOPTIONADOPTION LOYALT Y Ⓒ Watertight Marketing Ltd watertightmarketing.com

28. @bryonythomas Ⓒ Watertight Marketing Ltd watertightmarketing.com

29. @bryonythomas AWARENESS INTEREST EVALUATION TRIALTRIAL ADOPTIONADOPTION LOYALT Y Ⓒ Watertight Marketing Ltd watertightmarketing.com

30. @bryonythomas Marketing plan on one piece of paper! Ⓒ Watertight Marketing Ltd watertightmarketing.com

31. THE Watertight MARKETING FRAMEWORK © Bryony Thomas | watertightmarketing.com

32. THE Watertight MARKETING FRAMEWORK Their thinking = Your marketing © Bryony Thomas | watertightmarketing.com

33. @bryonythomas AWARENES S AWARE NESS INTEREST EVALUATION TRIALTRIAL ADOPTIONADOPTION LOYALT Y WHAT HOW WHO THEIR NEEDS THEIR THEIR EMOTION LOGIC TEAM TIME 12 3 9 6 Ⓒ Watertight Marketing Ltd watertightmarketing.com

34. @bryonythomas The Logic Sandwich WHAT Ⓒ Watertight Marketing Ltd watertightmarketing.com

36. @bryonythomas AWAR E NESS INTEREST EVALUATION TRIALTRIAL ADOPTIONADOPTION LOYALT LOYA LT Y THEIR NEEDS EMOTION LOGIC Ⓒ Watertight Marketing Ltd watertightmarketing.com

38. @bryonythomas AWAY FROM AWAR E NESS INTEREST EVALUATION TRIALTRIAL ADOPTIONADOPTION LOYALT LOYA LT Y THEIR NEEDS EMOTION LOGIC Ⓒ Watertight Marketing Ltd watertightmarketing.com

39. @bryonythomas AWAY FROM AWAR E NESS INTEREST EVALUATION TRIALTRIAL ADOPTIONADOPTION LOYALT LOYA LT Y THEIR NEEDS EMOTION LOGIC ✔ ✔ Ⓒ Watertight Marketing Ltd watertightmarketing.com

40. @bryonythomas AWAY FROM AWAR E NESS INTEREST EVALUATION TRIALTRIAL ADOPTIONADOPTION LOYALT LOYA LT Y THEIR NEEDS EMOTION LOGIC TOWARDS ✔ ✔ Ⓒ Watertight Marketing Ltd watertightmarketing.com

42. @bryonythomas AWAR E NESS INTEREST EVALUATION TRIALTRIAL ADOPTIONADOPTION LOYALT LOYA LT Y THEIR NEEDS EMOTION LOGIC ➊ Ⓒ Watertight Marketing Ltd watertightmarketing.com

43. @bryonythomas ➊ Lost in logic Ⓒ Watertight Marketing Ltd watertightmarketing.com

44. @bryonythomas AWAR E NESS INTEREST EVALUATION TRIALTRIAL ADOPTIONADOPTION LOYALT LOYA LT Y THEIR NEEDS EMOTION LOGIC ➊ Ⓒ Watertight Marketing Ltd watertightmarketing.com

45. @bryonythomas AWAR E NESS INTEREST EVALUATION TRIALTRIAL ADOPTIONADOPTION LOYALT LOYA LT Y THEIR NEEDS EMOTION LOGIC ➊ ➋ Ⓒ Watertight Marketing Ltd watertightmarketing.com

46. @bryonythomas ➋ Slippery sales person Ⓒ Watertight Marketing Ltd watertightmarketing.com

47. @bryonythomas AWAR E NESS INTEREST EVALUATION TRIALTRIAL ADOPTIONADOPTION LOYALT LOYA LT Y THEIR NEEDS EMOTION LOGIC ➊ ➋ Ⓒ Watertight Marketing Ltd watertightmarketing.com

48. @bryonythomas AWAR E NESS INTEREST EVALUATION TRIALTRIAL ADOPTIONADOPTION LOYALT LOYA LT Y THEIR NEEDS EMOTION LOGIC ➊ ➋ ➌ Ⓒ Watertight Marketing Ltd watertightmarketing.com

49. @bryonythomas ➌ Spoil the moment Ⓒ Watertight Marketing Ltd watertightmarketing.com

50. @bryonythomas STEP MESSAGE AWARENESS HIGH LOW Do you feel like this? INTEREST MED MED This is what you could do about it EVALUATION LOW HIGH See, it’s worked for others TRIAL LOW HIGH Here’s some help to make it happen ADOPTION MED MED Imagine how great it would be LOYALTY HIGH LOW Is everything still great? Ⓒ Watertight Marketing Ltd watertightmarketing.com

51. AWAR E NESS INTEREST EVALUATION TRIALTRIAL ADOPTIONADOPTION LOYALT LOYA LT Y © Bryony Thomas | watertightmarketing.com THEIR NEEDS EMOTION LOGIC

52. AWAR E NESS INTEREST EVALUATION TRIALTRIAL ADOPTIONADOPTION LOYALT LOYA LT Y © Bryony Thomas | watertightmarketing.com THEIR NEEDS EMOTION LOGIC

53. AWAR E NESS INTEREST EVALUATION TRIALTRIAL ADOPTIONADOPTION LOYALT LOYA LT Y © Bryony Thomas | watertightmarketing.com THEIR NEEDS EMOTION LOGIC You can’t delegate an emotional reaction!

54. @bryonythomas POSI T I V E = PULL LOGIC = LOST = EMOT ION = E VASI V E DELEGATE LOGIC WHAT FEELS RIGHT EMOT ION = £££ AWAY = AC T ION ORDER EMOT ION = PROT EC T ION Ⓒ Watertight Marketing Ltd watertightmarketing.com

58. The right to time HOW

60. AWARE N ESS AWA REN E SS INTEREST EVALUATION © Bryony Thomas | watertightmarketing.com TRIALTRIAL ADOPTIONADOPTION LOYALT Y THEIR TIME 12 3 9 6

61. @bryonythomas AWAR E N E SS INTEREST EVALUATION TRIALTRIAL ADOPTIONADOPTION LOYALT Y THEIR TIME 12 3 9 6 Ⓒ Watertight Marketing Ltd watertightmarketing.com

62. @bryonythomas AWAR E N E SS INTEREST EVALUATION TRIALTRIAL ADOPTIONADOPTION LOYALT Y THEIR TIME 12 3 9 6 < 5 seconds Ⓒ Watertight Marketing Ltd watertightmarketing.com

63. @bryonythomas AWAR E N E SS INTEREST EVALUATION TRIALTRIAL ADOPTIONADOPTION LOYALT Y THEIR TIME 12 3 9 6 < 5 seconds < 5 minutes Ⓒ Watertight Marketing Ltd watertightmarketing.com

64. @bryonythomas AWAR E N E SS INTEREST EVALUATION TRIALTRIAL ADOPTIONADOPTION LOYALT Y THEIR TIME 12 3 9 6 < 5 seconds < 5 minutes < 30 minutes Ⓒ Watertight Marketing Ltd watertightmarketing.com

65. @bryonythomas AWAR E N E SS INTEREST EVALUATION TRIALTRIAL ADOPTIONADOPTION LOYALT Y THEIR TIME 12 3 9 6 < 5 seconds < 5 minutes < 30 minutes c. 1 hour Ⓒ Watertight Marketing Ltd watertightmarketing.com

66. @bryonythomas AWAR E N E SS INTEREST EVALUATION TRIALTRIAL ADOPTIONADOPTION LOYALT Y THEIR TIME 12 3 9 6 < 5 seconds < 5 minutes < 30 minutes c. 1 hour c. 3 weeks? Ⓒ Watertight Marketing Ltd watertightmarketing.com

67. @bryonythomas AWAR E N E SS INTEREST EVALUATION TRIALTRIAL ADOPTIONADOPTION LOYALT Y THEIR TIME 12 3 9 6 < 5 seconds < 5 minutes < 30 minutes c. 1 hour c. 3 weeks? Ongoing Ⓒ Watertight Marketing Ltd watertightmarketing.com

68. @bryonythomas AWAR E N E SS INTEREST EVALUATION TRIALTRIAL ADOPTIONADOPTION LOYALT Y THEIR TIME 12 3 9 6 Cut up your content < 5 seconds < 5 minutes < 30 minutes c. 1 hour c. 3 weeks? Ongoing Ⓒ Watertight Marketing Ltd watertightmarketing.com

75. @bryonythomas AWAR E N E SS INTEREST EVALUATION TRIALTRIAL ADOPTIONADOPTION LOYALT Y THEIR TIME 12 3 9 6 Next step only! Ⓒ Watertight Marketing Ltd watertightmarketing.com

76. @bryonythomas AWAR E N E SS INTEREST EVALUATION TRIALTRIAL ADOPTIONADOPTION LOYALT Y THEIR TIME 12 3 9 6 Next step only! Invite don’t insist Ⓒ Watertight Marketing Ltd watertightmarketing.com

78. @bryonythomas Customers are like cats. Ⓒ Watertight Marketing Ltd watertightmarketing.com

79. @bryonythomas Customers are like cats. They have choices. Ⓒ Watertight Marketing Ltd watertightmarketing.com

80. @bryonythomas TIME BLOG EVENT BLOG NEED AWA R ENESS AWAREN ESS INTEREST EVALUATION TRIALTRIAL ADOPTIONADOPTION LOYALT LOYA LT Y Ⓒ Watertight Marketing Ltd watertightmarketing.com

81. @bryonythomas TIME BLOG EVENT BLOG NEED AWA R ENESS AWAREN ESS INTEREST EVALUATION TRIALTRIAL ADOPTIONADOPTION LOYALT LOYA LT Y STATUS UPDATES, ETC Ⓒ Watertight Marketing Ltd watertightmarketing.com

82. @bryonythomas TIME BLOG EVENT BLOG NEED AWA R ENESS AWAREN ESS INTEREST EVALUATION TRIALTRIAL ADOPTIONADOPTION LOYALT LOYA LT Y STATUS UPDATES, ETC PAPERS, PROOF Ⓒ Watertight Marketing Ltd watertightmarketing.com

83. @bryonythomas BANTER! TIME BLOG EVENT BLOG NEED AWA R ENESS AWAREN ESS INTEREST EVALUATION TRIALTRIAL ADOPTIONADOPTION LOYALT LOYA LT Y STATUS UPDATES, ETC PAPERS, PROOF Ⓒ Watertight Marketing Ltd watertightmarketing.com

84. @bryonythomas ➊ BANTER! TIME BLOG EVENT BLOG NEED AWA R ENESS AWAREN ESS INTEREST EVALUATION TRIALTRIAL ADOPTIONADOPTION LOYALT LOYA LT Y STATUS UPDATES, ETC PAPERS, PROOF Ⓒ Watertight Marketing Ltd watertightmarketing.com

85. @bryonythomas ➊ ➋ BANTER! TIME BLOG EVENT BLOG NEED AWA R ENESS AWAREN ESS INTEREST EVALUATION TRIALTRIAL ADOPTIONADOPTION LOYALT LOYA LT Y STATUS UPDATES, ETC PAPERS, PROOF Ⓒ Watertight Marketing Ltd watertightmarketing.com

86. @bryonythomas ➊ ➋ BANTER! TIME BLOG EVENT BLOG NEED AWA R ENESS AWAREN ESS INTEREST EVALUATION TRIALTRIAL ADOPTIONADOPTION LOYALT LOYA LT Y ➌ STATUS UPDATES, ETC PAPERS, PROOF Ⓒ Watertight Marketing Ltd watertightmarketing.com

87. @bryonythomas TIME BLOG EVENT BLOG NEED AWA R ENESS AWAREN ESS INTEREST EVALUATION TRIALTRIAL ADOPTIONADOPTION LOYALT LOYA LT Y Ⓒ Watertight Marketing Ltd watertightmarketing.com

88. @bryonythomas TIME BLOG EVENT BLOG NEED AWA R ENESS AWAREN ESS INTEREST EVALUATION TRIALTRIAL ADOPTIONADOPTION LOYALT LOYA LT Y DAILY & WEEKL Ⓒ Watertight Marketing Ltd watertightmarketing.com

89. @bryonythomas TIME BLOG EVENT BLOG NEED AWA R ENESS AWAREN ESS INTEREST EVALUATION TRIALTRIAL ADOPTIONADOPTION LOYALT LOYA LT Y DAILY & WEEKL QUARTERLY & MONTHLY Ⓒ Watertight Marketing Ltd watertightmarketing.com

90. @bryonythomas ONGOING (ANNUAL REVIEW) TIME BLOG EVENT BLOG NEED AWA R ENESS AWAREN ESS INTEREST EVALUATION TRIALTRIAL ADOPTIONADOPTION LOYALT LOYA LT Y DAILY & WEEKL QUARTERLY & MONTHLY Ⓒ Watertight Marketing Ltd watertightmarketing.com

91. @bryonythomas STEP TOOL FREQUENCY AWARENESS 5s Twitter Daily INTEREST 5m Blog Enewsletter Weekly Monthly EVALUATION 20m Paper / Guide Quarterly TRIAL 60m Webinar Live event Monthly Quarterly ADOPTION WW Product Ladder On-boarding comms Review annually LOYALTY 12mth Customer comms Hospitality Ongoing Ⓒ Watertight Marketing Ltd watertightmarketing.com

92. @bryonythomas EARN I T CUT U P YOUR CON TEN T CON TEN T CUTS OUT CUSTOMERS NEX T S TEP INVI T E DON’ T INSIS T PREDIC T I VE QUICK S TEP OVER T IME Ⓒ Watertight Marketing Ltd watertightmarketing.com

98. @bryonythomas AWA R E NE S S INTEREST EVALUATION TRIALTRIAL ADOPTIONADOPTION LOYALT Y THEIR TEAM Ⓒ Watertight Marketing Ltd watertightmarketing.com

101. @bryonythomas AWA R E NE S S INTEREST EVALUATION TRIALTRIAL ADOPTIONADOPTION LOYALT Y THEIR TEAM VETO Ⓒ Watertight Marketing Ltd watertightmarketing.com

102. @bryonythomas AWA R E NE S S INTEREST EVALUATION TRIALTRIAL ADOPTIONADOPTION LOYALT Y THEIR TEAM COMMERCIAL KARMA VETO Ⓒ Watertight Marketing Ltd watertightmarketing.com

103. @bryonythomas AWA R E NE S S INTEREST EVALUATION TRIALTRIAL ADOPTIONADOPTION LOYALT Y THEIR TEAM COMMERCIAL KARMA VETO Ⓒ Watertight Marketing Ltd watertightmarketing.com

104. @bryonythomas STEP DATA NEED TO KNOW AWARENESS WOM #relevant Groups, etc. Company name & broad expertise INTEREST Influencers Sector press Bloggers Rough idea of what you do EVALUATION Referrers Companies Job titles That you’re good at what you do TRIAL DMU Names Social profiles Practical info on working with you ADOPTION Buyers Contact info What it will be like to work with you LOYALTY Users Contact info How to work well with you Ⓒ Watertight Marketing Ltd watertightmarketing.com

105. @bryonythomas WHO, WHEN? REDUCE FOCUS COMMERCIAL KARMA LEGACY CHANNELS VETO WHO, WHAT? EX TENDED IN TERNAL SALESMAN Ⓒ Watertight Marketing Ltd watertightmarketing.com

109. @bryonythomas AWARENES S AWARE NESS INTEREST EVALUATION TRIALTRIAL ADOPTIONADOPTION LOYALT Y WHAT HOW WHO THEIR NEEDS THEIR THEIR EMOTION LOGIC TEAM TIME 12 3 9 6 Ⓒ Watertight Marketing Ltd watertightmarketing.com

113. @bryonythomas Thirteen Touchpoint Leaks Free traffic light masterclass䡿 Ⓒ Watertight Marketing Ltd watertightmarketing.com

114. “Without doubt this is the best book on small business marketing I have read. A no-nonsense, honest-to goodness, blueprint that any small business can implement ★★★★★ UNANIMOUS AMAZON RATING and improve their bottom line.” ! Jason Morris, Profit Engine

115. @bryonythomas Thank you! watertightmarketing.com

The Watertight Marketing Framework

Recommended

Recommended

More Related Content

Similar to The Watertight Marketing Framework

Similar to The Watertight Marketing Framework (20)

Recently uploaded

Recently uploaded (20)

The Watertight Marketing Framework