March 2025

Driving greater impact: Insights from the B2B marketing leaders dinner

How agile marketing operations unlock focus, faster impact & smarter decisions

At the latest Bright B2B Marketing Leaders Dinner, senior marketing leaders gathered to discuss how agile marketing operations are helping teams sharpen focus, drive efficiency, and make smarter decisions in an environment where budgets are tight, AI adoption is accelerating, and commercial impact is under scrutiny.

The discussion reinforced that marketing effectiveness isn’t just about running better campaigns—it’s about operational excellence. Agile methodologies are helping teams prioritise work more effectively, improve cross-functional collaboration, and ensure marketing is driving real business outcomes.

Key themes & takeaways from the discussion

1.Agile Marketing drives operational efficiency & data-driven decisions

For teams that have fully embraced agile marketing, the biggest benefits have been:

Greater focus on high-impact activities and faster execution

More efficient workflows using sprints, iterative planning, and test-and-learn approaches

Smarter decision-making based on data rather than reactive execution

A key theme was the importance of data-driven prioritisation. Many teams are implementing a tiered KPI framework to align reporting with different audiences:

Leadership KPIs focused on business impact, including revenue contribution, customer lifetime value (CLV), and marketing efficiency gains

Operational KPIs measuring marketing performance, campaign effectiveness, audience engagement, and pipeline acceleration

Sales & Marketing Alignment KPIs tracking conversion rates, deal velocity, and marketing-sourced revenue

Despite progress, many teams struggle with poor data hygiene, fragmented reporting systems, and inconsistent attribution models. This is not just a technical challenge; it’s an operational issue that limits agility.

With reporting being time-intensive, many marketing leaders are turning to agentic AI to streamline data collection, automate insights, and generate reports faster.

Key takeaway: Agile marketing provides the governance and structure needed to improve marketing operations, ensuring teams can optimise resources, refine attribution models, and use data to drive strategic decision-making.

2. The reality of reporting: What’s the point?

Marketing leaders agreed that reporting often feels like a box-ticking exercise rather than a strategic tool for decision-making. The key to simplifying reporting and driving action is:

Defining the right metrics for the right audience – not overwhelming leadership with too much detail

Finding internal advocates – ensuring senior stakeholders understand and champion marketing’s impact

Moving beyond spreadsheets and PowerPoint decks – using storytelling techniques, impact reports, and video sizzle reels to showcase marketing’s contributions

AI is already playing a critical role in improving reporting efficiency, with many teams using AI-powered tools to:

Automate data extraction and analysis – reducing manual reporting time

Generate first drafts of insights and reports following meetings or campaign reviews

Improve attribution accuracy and forecast performance trends

However, marketing leaders noted a challenge: efficiency gains from AI are often met with budget reduction pressures rather than being reinvested into higher-value initiatives.

Key takeaway: Agile marketing and AI are natural partners. Agile methodologies enable teams to rapidly test, deploy, and refine AI-driven workflows, ensuring AI supports strategic decision-making rather than just automating processes.

3. Brand vs Demand: Making the case for long-term investment

A recurring challenge is educating stakeholders on the role of brand marketing. Many leaders reported ongoing friction between brand-building efforts and demand generation priorities – with leadership often prioritising short-term pipeline impact over long-term brand equity.

The most effective marketing teams are:

Integrating brand and performance KPIs – demonstrating how brand awareness contributes to demand efficiency

Educating leadership on why brand investment must be always-on, rather than a discretionary spend

Using data to prove impact – leveraging brand tracking studies and share-of-voice metrics to reinforce marketing’s contribution

Marketing leaders agreed that without brand investment, demand campaigns become less effective over time – yet many still find themselves having to re-justify spend that was already approved.

Key takeaway: Agile marketing can help bridge the gap by embedding brand and demand within iterative planning cycles, ensuring both are continuously optimised and aligned with commercial outcomes.

4. Budgeting battles: More agility, Less justification

Budgeting continues to be a major frustration for marketing leaders, with teams facing pressure to deliver more with less while constantly justifying spend.

Key challenges include:

Incremental budget approvals – even when performance is on track, marketing leaders often need to re-justify their spend

Lack of budget autonomy – teams are slowed down by needing approval for even minor adjustments

Rigid annual budget cycles – preventing marketing from shifting investment based on real-time performance insights

To address these challenges, marketing leaders are advocating for:

Agile budgeting cycles – where financial planning is reviewed quarterly rather than locked in annually

Incremental budget releases – aligning spending with performance milestones rather than requiring constant approvals

More flexibility in spend allocation – enabling marketing teams to shift investment based on data rather than fixed plans

Key takeaway: Applying agile methodologies to budgeting ensures that financial resources are allocated dynamically, based on measurable business impact rather than arbitrary planning cycles.

5. The one change marketing leaders would make tomorrow

When asked what single change would have the greatest impact, responses highlighted three major frustrations:

Marketing should be recognised as a strategic function, not just a cost centre. Many teams still spend too much time justifying their existence rather than being trusted as a commercial growth driver.

Breaking down silos is essential. Too often, marketing leaders still fight for a seat at the table, rather than being included in strategic discussions from the outset.

More budget autonomy would unlock impact. Having to secure approvals for small spend adjustments slows down execution and limits agility.

Key takeaway: Agile marketing is not just about process – it is a strategic enabler that allows marketing teams to lead business transformation, drive AI adoption, and operate as a core commercial function.

Final thoughts: The future of marketing ops in B2B

The discussions reinforced that agile marketing is not just a methodology – it is an operational model that enables marketing teams to drive efficiency, improve alignment, and deliver measurable business impact.

As organisations continue to explore AI-driven transformation, the next frontier for marketing leaders is ensuring AI adoption is integrated using agile frameworks, balancing automation with strategic oversight.

Our next Marketing Leaders Dinner will explore Agentic AI in B2B Marketing, focusing on how AI can support autonomous decision-making and dynamic marketing execution.

If you’d like to be part of the conversation – get in touch and request an invite here.

March 19, 2025 Alaina Roberts Marketing Effectiveness

On-demand webinar: Growing audiences and driving engagement in B2B publishing, media & events.

B2B publishers and media firms are juggling events, content, subscriptions, and communities to grow audiences and keep them engaged year-round. But what’s actually driving results — and what’s just making more noise?

In this panel, senior marketing leaders who’ve been in the thick of it share real-world insights on what’s working (and what’s not). No fluffy theory — just practical strategies for building connected audience experiences across events and media.

We explore:

Connecting events, content, and digital products to keep audiences coming back for more
How to cut through the noise with compelling narratives and storytelling that turn audiences into engaged communities
What works (and what doesn’t) and how to craft content that actually resonates
Practical ways to test, learn, and adapt faster (without burning out your team)
How leading B2B publishers are transforming unknown audiences into loyal, engaged communities

There’s candid, experience-backed insights — plus actionable ideas you can implement right away to sharpen your audience strategy and make your marketing more effective.

Check out the reading list:

Download your Reframe cards:

Meet the panel

Chelsey Lang

Head of Brand, Content & Community Marketing
Informa Markets, Dubai, UAE

Chelsey is passionate about the way storytelling and data work together to drive action and craft profitable user journeys. She specialises in bringing content marketing into the events marketing sphere, leading on brand building, audience growth and community development across global event portfolios.

Dasha Dollar-Smirnova

Founder,
Frog Talk

Dasha Dollar-Smirnova is a seasoned storyteller and the founder of Frog Talk, a communication and public speaking training company, where she empowers individuals to harness the power of their narratives for greater confidence and impact.

She has developed a unique methodology that blends her background in performing arts as an actress, years in the advertising industry, and her Master of Science in Psychology and Neuroscience of Mental Health.

Having shaped brand communications across multiple channels and markets for global giants like Apple, Nike, and Starbucks, she understands how to craft messages that cut through and connect.

Now, she applies this expertise to coaching, helping individuals and teams communicate with authenticity, clarity, and influence.

Zoë Merchant

Managing Director,
Bright

Zoe Merchant is the founder and managing director of Bright, a strategic B2B marketing consultancy that gives marketers the power to do great work and deliver business results. With over 20 years of experience in agile marketing, she helps clients reinvent their marketing operations, align with business goals, and deliver tangible value.

As a leader and innovator in her field, Zoe has been recognised as a top 10 women leader of 2020, a 3x #40overforty advertising and marketing leader, and a #CannesLions70 Creative B2B juror in 2023. She is also a certified Agility in Marketing professional.

Zoe is passionate about investing and reinventing marketing teams, promoting diversity and inclusion, and championing marketing’s role in business transformation.

March 13, 2025 Alaina Roberts Bright Videos & Podcasts, Engagement, Publishing, Media & Events

Reading list: Grow your audiences and drive engagement

Welcome to a curated collection of inspiring and insightful reads and podcasts to help you grow your audiences and drive engagement.

1. The Audience Architect Podcast

Why it’s useful: This podcast provides practical insights into how media brands and event organisers can build, engage, and monetise their audiences effectively. It explores strategies for increasing audience retention, leveraging data, and adapting to changing content consumption habits.

Key takeaways: Expert discussions on audience development, data-driven marketing, and sustainable engagement strategies.

2. How Can AI Help Build Audience Engagement and Loyalty – LSE Report

Why it’s useful: AI is transforming how publishers and event organisers understand and connect with their audiences. This report explores how AI-driven tools can enhance content personalisation, automate audience interactions, and improve loyalty metrics—critical for businesses looking to sustain engagement in a competitive digital landscape.

Key takeaways: AI can improve audience retention by offering personalised content recommendations, predicting user behaviour, and automating engagement processes.

3. The Power of Marketing Agility to Scale Virtual Events – Bright Innovation

Why it’s useful: The event industry is rapidly evolving, and virtual and hybrid events have become an essential part of audience engagement strategies. This resource explains how agile marketing methods help teams quickly adapt their event strategies, optimise performance in real-time, and drive higher engagement.

Key takeaways: Agile marketing enables continuous testing and iteration, improving virtual event outcomes through data-driven decision-making and audience responsiveness.

4. Minisode: Alyssa Peltier on Cutting Through Digital Noise with Event Marketing – Cvent

Why it’s useful: With the rise of digital events and online content saturation, it’s harder than ever to capture audience attention. This episode shares actionable strategies for event marketers to craft compelling campaigns, differentiate their events, and ensure their messaging stands out.

Key takeaways: Effective event marketing requires clear messaging, differentiated positioning, and strategic use of digital channels to maximise audience engagement.

5. The Global State Of B2B Events – Forrester

Why it’s useful: Understanding emerging trends in B2B events is crucial for staying competitive. This report highlights data-backed insights on how event formats, attendee expectations, and marketing strategies are shifting, helping businesses refine their event planning and investment decisions.

Key takeaways: Hybrid event strategies, personalisation, and ROI measurement are central to the future of B2B events, shaping how companies allocate budgets and resources.

6. Agile Marketing Training Drives 123% Revenue Increase for Informa Pharma Showcase Event – Bright

Why it’s useful: This case study demonstrates how agile marketing can drive significant business impact, making it particularly relevant for event marketers looking to improve efficiency, audience engagement, and commercial outcomes. It provides a real-world example of how agile methodologies can be applied to enhance marketing performance for large-scale events.

Key takeaways: Agile marketing helped the Informa Pharma team rapidly test and refine their event strategy, leading to a 123% year-on-year revenue increase. The approach focused on continuous learning, real-time adjustments, and cross-team collaboration.

March 12, 2025 Alaina Roberts Engagement, Marketing Effectiveness, Publishing, Media & Events

Reframe cards: Publishing, media and events edition

Download your cards to re–frame conversations and spark fresh perspectives.

Reframe Cards are an easy-to-use tool intended to stimulate conversations within teams, encouraging them to reconsider strategies and tactics by prompting thought-provoking discussions.

This edition, created especially for marketing teams working in publishing, media and events, are designed to challenge thinking and uncover key learnings, to help refine strategies, optimise performance, and drive audience development for greater engagement and business impact.

They aim to foster transparency and collaboration by prompting team members to share their thoughts and ideas openly, and can be used in various settings such as team meetings, workshops, or planning sessions to focus on goal-oriented actions and results.

The cards can infuse creativity and agile thinking into team communication, aiming to drive discussions towards actionable solutions.