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Watertight Marketing: Delivering Long-Term Sales Results Paperback – 31 Jan 2013

4.9 out of 5 stars 96 customer reviews

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Product details

  • Paperback: 296 pages
  • Publisher: Ecademy Press Ltd (31 Jan. 2013)
  • Language: English
  • ISBN-10: 1908746343
  • ISBN-13: 978-1908746344
  • Product Dimensions: 15.6 x 1.7 x 23.4 cm
  • Average Customer Review: 4.9 out of 5 stars  See all reviews (96 customer reviews)
  • Amazon Bestsellers Rank: 92,401 in Books (See Top 100 in Books)
  • See Complete Table of Contents

More About the Author

Bryony Thomas is a proven marketing professional, with a passion for helping ambitious entrepreneurs make their marketing pay through her business speaking, writing and hands-on consultancy. She lives and works in Bristol in the UK.

She has a distinctive no-nonsense style that makes you sit up and take notice, and a real talent for unraveling how marketing delivers sales results.

Oh, and, she also loves a strong cup of tea. Milk, no sugar. On a rare day off, she'll can usually be found playing in the sand pit with her daughter or snuggled up with her soppy grey tom cat, Dylan.

Sorry, did you want to know more? Ok, so here's the professional profile...


Bryony's key strength is in being able to bring marketing together as a whole, meshed into the everyday activity of a business, so that it supports every step a person's buying decision from initial awareness to long term loyalty.

She approaches marketing in three parts:

1) Marketing strategy, i.e. what are we selling to whom and why would they buy it? How much do we need to sell to meet our targets? What do we need to do to meet those targets?
2) Marketing set-up, i.e. do we have the tools and skills to do the job, (databases, web set-up, practical skills)?
3) Marketing activity, i.e. a coordinated set of marketing activities to generate demand, increase conversions and keep customers happy.

Having occupied senior roles on both sides of the client/agency relationship - Bryony have a unique perspective on the industry that enables her clients get the most from it.

She started her marketing career at just 19, working in telephone fundraising for ActionAid, whilst also studying at the University of Bristol. Following her first marketing role in charity fundraising in the late nineties, Bryony's formative years were spent with multi award-winning business-to-business marketing agency, Mason Zimbler - recently bought by Harte-Hanks. Whilst there, the agency supported her in securing her Chartered Institute of Marketing Diploma - a course that she has since tutored. By 24, she was responsible for the agency's largest account running pan-European campaigns with the likes of IBM, Dell and HP. Going on to lead the pitch team that secured the multi-million pound Microsoft account, which the agency retains to this day. Working freelance for clients including Lloyds TSB, whilst securing an MBA with distinction, Bryony undertook an award-winning strategic customer management project for database specialists ClarityBlue, where she subsequently became Director of Marketing. She's proud to have played a key role in raising the profile of this 200-person business as part of a strategy that saw the company sell to Experian for £85 million in 2006. At just 28, Bryony secured the position of divisional Director of Marketing for the FTSE 100 company, reporting directly to the Board.

In 2008, driven by an entrepreneurial spirit, and a passion for helping small businesses realise big ideas, she set-up my consultancy business, Clear Thought, and has since built a reputation as a compelling business speaker and writer.

Product Description

Review

This is a breakthrough marketing book for small businesses. It ditches all the fluff and nonsense and gives a business owner exactly what they need to get their marketing in gear. You'll want to read it with a pen in hand because you will have ideas to put into action on every single page. --Mark Mason, CEO, Mubaloo

Watertight Marketing is brilliant. Bryony has delivered a book that is free of jargon and a compelling read that makes you sit up and quickly realise where the holes are in your plans, the potential cost of these holes to your business and ultimately how to fill them and ensure your business is robust and successful. --Nick Dean, Managing Director, Ad Lib Recruitment

If you're running a small business and think your marketing activity is as good as it can be, read this book. If you think your marketing could be better, read it twice. --Stephen King, Managing Director, F-works

About the Author

Bryony Thomas is a proven marketing professional, with a passion for helping ambitious entrepreneurs make their marketing pay through her speaking, writing and hands-on consultancy. She has a distinctive no-nonsense style that makes you sit up and take notice, and a real talent for unravelling how marketing delivers sales results. Bryony lives and works in Bristol in the UK. Having occupied senior roles on both sides of the client/agency relationship, Bryony has a unique perspective on the marketing industry that enables her clients to get the most from it.She started her marketing career at just 19, working in telephone fundraising for ActionAid, whilst also studying at the University of Bristol. Following her first marketing role in charity fundraising in the late nineties, Bryony's formative years were spent with multi award-winning business-to-business marketing agency, Mason Zimbler. Whilst there, the agency supported her in securing her Chartered Institute of Marketing Diploma - a course that she has since tutored. By 24, she was responsible for the agency's largest account running pan-European campaigns with the likes of IBM, Dell and HP. She went on to lead the pitch team that secured the multi-million pound Microsoft account, which the agency retains to this day. Working freelance for clients including Lloyds TSB, whilst securing an MBA with distinction, Bryony undertook an award-winning strategic customer management project for database specialists ClarityBlue, where she subsequently became Director of Marketing. She's proud to have played a key role in raising the profile of this 200-person business as part of a strategy that saw the company sell to Experian for £85 million in 2006. At just 28, Bryony secured the position of divisional Director of Marketing for the FTSE 100 company, reporting directly to the Board. In 2008, driven by an entrepreneurial spirit and a passion for helping small businesses realise big ideas, she set up a consultancy business, Clear Thought, and has since built a reputation as a compelling business speaker and writer. 2013 sees the launch of her new business - Watertight Marketing - so, watch this space!


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Customer Reviews

4.9 out of 5 stars
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Top Customer Reviews

Format: Paperback
I recently read Watertight Marketing, and have to say it is one of the very best business reads I have had the pleasure of studying. The style of writing is to the point and simple in it's language, making it accessible not just to marketing professionals but the general business savvy public too.

The effective concepts are clearly explained and the idea of 'plugging the leaks' is essential brain fodder for any business owner with ambitions to grow. Ultimately, by following the guidance within this book, business owners and their teams will waste less time, save more money, and make more profit... what more could you want any business book to provide?
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I have read a lot of marketing books from academic heavyweights (as part of MBA) to small business quick guides and have to say that I have found Watertight Marketing to be the most practical marketing book & model is most representative I have seen to demonstrate the 'marketing process'. The concept of multiple 'taps' and 'funnels' with leaks throughout before the water hits the bucket, for me, is a far better representation of how prospects become customers; with losses at various stages of the process, versus the ubiquitous marketing/sales funnel.

The style of writing is easy to read and informative. The text includes many case studies, guides and checklists.
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Format: Paperback
I often find I have to force myself to read business books, this was certainly not the case with Watertight Marketing. I found the book to be a really compelling read; full of practical & easy-to-digest information & tips and extremely motivating. With each page I found I was full of new ideas to take my business forward and, a few months after first reading the book, I am constantly thinking about how I can apply the main principles to each aspect of promoting my company. I particularly love how easy it is to delve back in as needed, and the additional online material is a fantastic resource for planning out my marketing activity. I am so much more aware of how NOT to market my business! The £10 I spent on the book is worth its weight in gold and has already saved me a fortune in wasted promotional activity. Highly recommended read to anyone who is looking to expand their business without huge expense and wants to be shown in a clear, practical and somewhat witty way.
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Watertight Marketing is a well written, easy to read but heavy-weight and comprehensive blueprint for effective marketing. No clap-trap. No padding. It is chocker-block full of great ways to fix your business development processes, systems, copy, plans and activities so you stop leaking profit and see your business grow – the watertight way. I act as a business coach to my clients, helping them grow their own client portfolio, and thought I really knew my stuff on marketing. I still found this book to be a highly valuable read, and probably the first real marketing book that bridges the gap between real life, traditional marketing and social media. As a result of reading this book, I was able to clearly identify why our own business growth has plateaued, and because of the common sense contained in the book will be working to fix that.
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What strikes me about this book are two things. Firstly, it is perfect for its intended audience - SME business owners who need to do marketing, and do it efficiently and effectively. There are well-written arguments for undertaking marketing (for those who might be a bit sceptical) and easy-to-read explanations of what it is and how it works best. Secondly, the unique thing about Watertight Marketing is the addition of the workbooks which you receive when you register your purchase. Not only do they provide frameworks to structure what you do, but they also give plenty of exercises to apply the thinking in the book, in a guided, practical and bespoke way. I have been a marketer for all my working life so I like to think I know a thing or two about winning new clients and protecting existing ones. As a business owner myself, I completed a few of these exercises and found them really useful and thought-provoking.

Bryony's style is conversational and humorous in places, so it is not difficult to read quickly. The best way, I found, to make use of this book is to read it, then re-read and do the exercises as you go along. What you end up with is a business development plan which brings real clarity to your activities and helps you to decide which are most relevant. She is also very conscious of budgets, how to make them work well for you and recognises that, and I completely agree with this, you don't need loads of money to put great marketing into place. Bryony combines her excellent knowledge and thinking with her own experience of growing businesses in what is a handbook that business owners will find absolutely invaluable.
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This book is a must-read for anyone wishing to step up their business and achieve marketing-led growth. As an experienced marketing consultant and chartered marketer, there's not much marketing theory I don't know. This book turns the theory on its head and makes them highly accessible. Bryony uses the best marketing concepts and distills them down to a simple, easy to follow and immediately implement structure that anyone could use. What's more it's all about results. The online workbooks make this book such amazing value for money every business owner should read it!
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