Alaina Roberts

How to boost the effectiveness of your marketing function

How to boost the effectiveness of your marketing function

Online event
Wednesday 19th June 2024
12pm to 12.30pm (UK time)

Senior marketing leaders – Supercharge your marketing department with the game-changing strategies that can unleash hidden opportunities and eradicate inefficiency.

Join us to gain expert advice on:

  • What you gain with a more effective marketing function

  • The top 3 most important factors to transform your marketing function effectiveness

  • The proven tools to help you on your journey – including one we’ll give you for free!

  • How to get started

 

This is NOT your average marketing webinar. This is your chance to take your marketing from good to legendary in 2024!

Sign up for the 30-minute webinar


Speaker profile:

Lydia Kirby
Marketing Tansformation Director and ICAgile Certified trainer

Lydia is an experienced director who supports clients with their strategic approach to achieving marketing effectiveness and demonstrating impact. As an ICAgile accredited trainer, Lydia upskills marketing leaders and teams who want to improve their effectiveness and agility.

 

Alaina RobertsHow to boost the effectiveness of your marketing function
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Effective and agile communication in leading organisational change – Reading list

Effective and agile communication in leading organisational change  – Reading list

Welcome to a curated collection of inspiring and insightful reads and podcasts to help you implement effective and agile communication when leading organisational change

Toolkit:

Change enablement toolkit

 

Report:

Gartner – Shaping Culture to Support Change
How culture affects behavior and performance — and how to influence it during organizational transformation

Gallagher – State of the sector report – Internal communication and employee experience 

Video:

Podcast:

Communicating change

 

Books:

Leading Change by John P Kotter

 

High-Impact Tools for Teams: 5 Tools to Align Team Members, Build Trust, and Get Results Fast

 

 

Poor Communication May Be Slowing Down Your Team- HBR

 

Coca Cola Change Management Case Study – Change Management Insight

 

Alaina RobertsEffective and agile communication in leading organisational change – Reading list
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From strategy to action: Effective and agile communication in leading organisational change

From strategy to action: Effective and agile communication in leading organisational change

 

In our latest panel discussion we explore the vital role of communication in driving successful organisational change. In today’s rapidly evolving business landscape, the ability to effectively communicate strategies and engage stakeholders is paramount to achieving desired outcomes. We  delve into the intersection of strategy and action, offering practical insights and guidance on how to craft compelling messages, foster buy-in, and inspire action at all levels of the organisation. 

In this session, we cover: 

  • Linking effective change communication to business success 
  • The cost of communication failures 
  • Developing a strategic communication plan 
  • How to ensure communications land with employees and drive the change needed 
  • Measuring & showing value 
  • Examples of where communication has or is driving change 

Our panel includes:
  • Emma Sinden, Content & Communications Director, Taulia
  • Natalie Cannatella, Communications & Content Strategist, Bright 
  • Zoe Merchant, Managing Director, Bright

Meet the speakers

Emma Sinden

Content & Communications Director, Taulia 

Emma is a seasoned communications expert with a track record of collaborating with global leaders like Salesforce, Boston Consulting Group, Oracle, and Infosys. Now serving as Director of Content and Communications at Taulia (Part of SAP), she leverages her expertise in change management, communications, and marketing to deliver impactful programmes for clients, employees, and the business. 

Natalie Cannatella

Communications & Content Strategist, Bright 

Natalie is an experienced Content and Communications strategist from Bright. Shes delivered change communications programmes for global organisations including Jacobs, the Financial Times, Informa, Boston Consulting Group and BAE Systems. Natalie uses her blend of comms and content experience to craft effective strategies and clear, impactful communications that drive business change. 

Zoë Merchant

Managing Director, Bright

Zoë is an agile marketing aficionado — a passionate believer in staying ahead of the competition with resilience, adaptability, and pace. After 20 years of delivering B2B marketing strategies. Using agile marketing to test, learn and build on success. Zoë leads the team in delivering results through continual and focused improvements to support clients’ business goals.

Alaina RobertsFrom strategy to action: Effective and agile communication in leading organisational change
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Marketing effectiveness reframe cards

Marketing effectiveness reframe cards

Download your cards to reframe 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.

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

The cards are designed to infuse creativity and agile thinking into team communication, aiming to drive discussions towards actionable solutions. Specifically, the Marketing Effectiveness edition of these cards targets marketing teams, aiming to enhance their strategic capabilities and improve results.

Download the Marketing Effectiveness Reframe Cards

Ready to reframe your mindset and your conversations? Download your Reframe Cards today! 

Interested in improving the impact of your marketing?

Check our on-demand webinar on ‘How to maximise your marketing effectiveness’, our panel of B2B marketing experts address some of these key challenges, and share insights and practical solutions to address these issues – we’ll cover people, process, data and tech.

Alaina RobertsMarketing effectiveness reframe cards
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Streamlining B2B Marketing Effectiveness: A guide for senior marketers

Streamlining B2B Marketing Effectiveness: A guide for senior marketers

In the fast-paced world of B2B marketing, staying ahead means being agile and focused. At Bright, we understand the challenges you face, from making the most of your martech & data to managing resources wisely. Our approach is about being smart with your strategy, how your teams work and making the most of your resources, ensuring you’re always driving towards measurable success.

For senior marketers navigating the complex terrain of B2B marketing, understanding the delicate balance between strategic alignment, collaboration, and customer lifecycle management is pivotal. The long sales cycles, high customer lifetime values, and the cumulative impact of brand investments necessitate a thoughtful approach to marketing strategy.

We’ve put together this guide as your roadmap to a more effective marketing strategy, crafted with agile marketing at its core.

Considerations before you start

Before diving into the actionable steps, it’s crucial to address the foundational elements that underpin marketing effectiveness in the B2B landscape:

Strategic alignment: Ensuring marketing strategies are directly linked to business goals is key (and obvious!). This alignment drives more focused and impactful marketing efforts but it’s easy for marketing teams to get bogged down in BAU so take a look at where your team is focusing it’s efforts.

Collaboration across revenue-generating functions: Marketing, sales, alliances and customer success teams must work in harmony, leveraging each other’s insights and collective KPIs and strategies to drive growth. Start with sales – this is a key stakeholder for making sure your marketing really achieves it’s potential.

Balancing Marketing priorities: Given B2B’s inherent long sales cycles and the significant value of customer relationships, it’s essential to appropriately distribute focus across acquisition, retention, and expansion.

Brand investment: Investing in your brand is vital for long-term success. However, may be hard to convince your CFO or CRO who is looking at much shorter time horizons in most cases. Investments bolster not just your market position, but they will improve the effectiveness of your demand generation activity. You’ll need to find measures (such as increased Lifetime value/ARR/Retention) that show impact on sales cycle, conversion rate etc over time so key stakeholders feel confident and can see how brand supports both immediate and future revenue streams.

With these considerations in mind, let’s explore practical steps to enhance your marketing effectiveness, starting with quick wins and evolving into comprehensive, long-term strategies.

Enhancing Marketing Effectiveness: Practical steps

Quick Wins for immediate impact

Refine your personas and messaging: Quickly audit your personas and make and adjust your messaging to ensure it’s resonating with your target audience. Clear, compelling messaging can significantly boost engagement and conversions

Optimise digital assets: Review your website and social media profiles for quick improvements. Simple updates can enhance user experience and SEO, driving more traffic and engagement

Reuse, repurpose and shatter content: Review and reuse your content – shatter into new derivatives and reuse across channels.

Leverage data insights: Use existing data to gain quick insights into customer behaviour and preferences, allowing for immediate adjustments to campaigns and strategies.

Strategic Initiatives for sustained growth

Develop agile marketing toolkits and playbooks: Create guides and resources based on successful strategies and tactics. These toolkits should be agile, allowing for quick adaptation as market conditions change. Consider how AI tools could help you here – creating or using marketing or persona based GPTs.

Invest in customer journey mapping: Deeply understand the paths your customers take. This investment helps in tailoring your marketing efforts for better acquisition, retention, and expansion outcomes.

Strengthen cross-functional collaboration: Establish regular touchpoints between marketing, sales, and customer success teams. Shared goals and insights lead to more effective and cohesive strategies. Consider how RevOps principals could help bring alignment and accelerate success.

Measure and adapt brand strategies: Continuously evaluate the impact of your brand investment, balancing short-term gains with long-term objectives. This approach ensures your brand remains a powerful asset in achieving business goals and amplifies your demand generation efforts.

It’s an infinite game

For senior B2B marketers, the path to enhanced marketing effectiveness is multi-faceted, requiring a balance of strategic foresight, agile execution, and continuous adaptation. Backed up with a growth culture and a focus on test and learn to enable innovation to flourish and support your goals. By focusing on both quick wins and strategic, long-term initiatives, you can ensure your marketing efforts contribute significantly to your business’s growth and success.

To further explore strategic alignment, collaborative strategies, or agile marketing methodologies, contact the Bright team for more in-depth guidance and support.

 

 

Alaina RobertsStreamlining B2B Marketing Effectiveness: A guide for senior marketers
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Maximising marketing effectiveness – Reading list

Maximising marketing effectiveness – Reading list

Welcome to a curated collection of inspiring and insightful reads and podcasts to help you maximise your marketing effectiveness.

Report:


The language of effectiveness by Kantar  –
Report which tracks how the marketing effectiveness landscape has changed and explores narratives around effectiveness

Video:

Meet the marketing genius behind Steven Bartlett –  This video highlights the importance testing and iteration ideas that helped take the Diary of a CEO Podcast from 5 thousand followers to 4 million.

Podcast:

WARC – Effectiveness is as important as efficiency – In this first episode of WARC’s Marketing Truths series, Ann Marie Kerwin, Americas Editor, and Mike Menkes, SVP, Analytic Partners, discuss how organisations can measure and prove how and where their marketing works.

Book:

Design Thinking and Innovation Metrics Powerful Tools to Manage Creativity, OKRs, Product, and Business Success. This book shares a simple and straightforward playbook to manage and measure innovation, how to use design thinking and how leaders manage Explore and Exploit portfolios to create impact.

Articles:

There’s one true measure of marketing effectiveness: Marketing(t) – Mark Ritson discusses the importance of thinking about long term effectiveness of marketing.

From efficiency to efficacy: 2024’s B2B marketing revolution – 2024 calls for a deeper analysis of marketing initiatives, focusing on outcomes and finding the 200% better idea.

Dive into these resources to learn and feel inspired to enhance the impact of your marketing, empower your team and drive more value. Each recommendation is carefully chosen to enhance your understanding and inspire insightful discussions.

Alaina RobertsMaximising marketing effectiveness – Reading list
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How to maximise your marketing effectiveness

How to maximise your marketing effectiveness
Marketing leaders are faced with an ongoing barrage of challenges from fast-evolving AI to the pressure of achieving better results with fewer resources, as well as getting the most from your CDP investment and needing to balance short term KPIs with long term goals. We understand that marketing leadership is a tough job right now!
In our webinar on ‘How to maximise your marketing effectiveness’, our panel of B2B marketing experts address some of these key challenges, and share insights and practical solutions to address these issues – we’ll cover people, process, data and tech.

Listen to the podcast


Download your Marketing effectiveness reframe cards

Reframe Cards enable you and your team to have a different kind of conversation, re-think strategies or tactics and highlight learnings that you can take forward to optimise and generate better outcomes.

These Reframe Cards are focused on having conversations to help improve your marketing effectiveness, and empower your team to challenge their thinking. By changing their frame of mind to continually learn and grow, you can yield real business results and make a positive impact on your businesses bottom line.


Marketing Effectiveness: Recommended reads

Check out our suggested reading list of articles, reports and videos to help take your marketing effectiveness to the next level


On-demand video on Maximising your marketing effectiveness

Watch to learn how to improve the impact of your marketing machine, including:
  • People: Improving ways of working, determining future skills and developing a growth culture
  • Process: Optimising your operating model to improve revenue and customer centricity.
  • Data: Achieving optimal RevOps and KPI setting
  • Tech: Maximising the value from your existing martech stack and optimising GenAI opportunities
You’ll also hear examples of how you can find hidden value within your existing marketing and how to prioritise your efforts for the biggest impact.
Our panel includes:
  • Emily Nicols, Group Marketing Director, Informa Markets
  • Sian Heaphy, Certified Agile Trainer and Director, Bright
  • Zoe Merchant, Managing Director, Bright

Meet the speakers

Emily Nicols

Group Marketing Director, Informa Markets

Emily Nicols is a seasoned marketing professional with a passion for driving growth and creating impactful campaigns. As Group Marketing Director at Informa Markets, Emily has successfully implemented comprehensive marketing plans that have consistently delivered measurable results. 

Sian Heaphy

Accredited Agile Marketing Trainer and Director

Sian uses agile methods to encourage creativity, curiosity, and data-driven decisions in marketing. She works with teams to design experiments, gain insights, and achieve business goals. Sian promotes continuous improvement through experimentation and learning.

Zoë Merchant

Managing Director, Bright

Zoë is an agile marketing aficionado — a passionate believer in staying ahead of the competition with resilience, adaptability, and pace. After 20 years of delivering B2B marketing strategies. Using agile marketing to test, learn and build on success. Zoë leads the team in delivering results through continual and focused improvements to support clients’ business goals.

Alaina RobertsHow to maximise your marketing effectiveness
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The power of Kanban boards in marketing: a project-level view

The power of Kanban boards in marketing: a project-level view

Marketing’s remit is forever expanding, requiring a blend of creativity, strategy, and effective project management. One tool that has increasingly become central to effective marketing is the Kanban board. As with any tool, the effectiveness of Kanban boards lies in how they are used and managed.  

A key tool in the application of agile marketing, Kanban boards have crossed over from many other industries due to their ease of visualising workflow, managing tasks, and fostering collaboration. Marketing, with its multiple tasks and objectives, can particularly benefit from this approach.  

However, a common question arises when everything in Marketing is connected: should we maintain a project-level Kanban board or a tactical one? 

Project-level boards vs tactical boards 

The project-level board provides a broader view of the whole project, including the diverse tasks needed to achieve a marketing campaign’s goal. It tracks the project’s progress from start to finish, showing the status of all tasks at a glance: what’s been completed, what’s in progress, and what’s yet to be started. It’s like looking at a map of a journey from a bird’s eye view.  

On the other hand, a tactical board is more focused. It manages individual or interrelated tasks that make up a project. While this micro-level view can be handy in managing the intricacies of tasks, it might not show how these tasks fit into the overall project, and it can lead to losing sight of the big picture and end up increasing the siloes rather than removing them. 

In marketing, where campaigns often involve interlinked activities (content creation, social media promotion, email campaigns, etc.), it becomes more advantageous to opt for a project-level board. This broad outlook ensures that all elements are interconnected and moving in harmony towards the campaign’s overall goal. 

Managing your Kanban board 

Regardless of the type of board you use, its efficiency boils down to proper management. Here are some tips to guide you:  

  1. Regularly update: Ensure the board is frequently updated with the status of tasks. It should be an accurate reflection of the project’s state.
  1. Prioritise tasks: Use a system (like color-coding and tagging) to signify task importance or urgency. It helps to focus the team’s efforts on what matters most.
  1. Limit WIP (Work-In-Progress): Kanban encourages completing tasks before taking on new ones. Set a WIP limit to prevent the team from being overwhelmed and to enhance productivity.
  1. Feedback and improvement: Have regular reviews and retrospectives. Use feedback from these sessions to streamline processes and improve the board’s functionality.

While tactical Kanban boards can be useful for managing detailed tasks, the interconnected nature of marketing activities makes the project-level board a more effective choice.  

Team benefits of Kanban boards 

As previously mentioned, Kanban boards contribute to maximise project management efficiency but how do we see the benefits play out within our teams?   

Accountability: Teams can prioritise tasks based on the appropriate coding system ensuring high priority tasks are not missed as well as enabling teams to have full autonomy through clear accountability and ownership of tasks. 

Simplicity: Kanban boards can be replicated, changed and adapted resulting in a simple, intuitive and swift adoption practice within teams.  

Remote collaboration: Whilst we are all still trying to adapt to new ways of working – especially across different verticals, industries and geographical locations – Kanban boards allow cross-functional teams to collaborate without missing key updates – wherever they are in the world! 

Well managed, a Kanban board can be a game-changer, promoting transparency, increasing, improving and maximising efficiency, and ultimately, driving your marketing campaign towards success. 

If you are looking to improve your ways of working to enhance your team’s agility and effectiveness, our Agile Marketing one-day training bootcamp is a good place to start.

Run by our team of accredited B2B agile marketing trainers and practitioners. Quickly empower your team to:  

  • Work smarter – make the most of your people, budget, tools and time  
  • Implement experimentation to drive continual improvement 
  • Use data & insights to inform decision making 
  • Demonstrate results and ROI at pace 
  • Pivot or persevere – easily adapt to market forces 

Contact us to find out more about our one-day Introduction to Agile Marketing bootcamp 

Resources/reading list:

Alaina RobertsThe power of Kanban boards in marketing: a project-level view
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How to use content AI and remain authentic – practical guidelines

How to use content AI and remain authentic – practical guidelines

If you are someone who writes content for a living, you may have entered 2023 a little worried about your job following the launch of ChatGPT in late November 2022. There’s no denying that on first trying out the tool, it was impressive just how quickly it could write something that was clear, well-structured and seemingly accurate. But by the third or fourth go, you quickly realised that it all looked and sounded the same, and it was glaringly obvious when someone had copied and pasted straight out of it. Content writers everywhere breathed an audible sigh of relief. The robots haven’t replaced us just yet!  

However, it’s exciting to explore how we can achieve productivity gains and access these vast knowledge banks to lift our own content, striking the balance between AI and human capabilities. Here are our guidelines on how to get the best out of content AI tools while still sounding “human”, authoritative and authentic. 

Your research helper 

Use ChatGPT or other content AI to help you research your topic and develop your key points for your piece, alongside your other previous research methods. It can also be used to research clients, client prospects, the state of the industry and so on. But asking the right questions is critical and you should never accept the first response you receive. So much so that some companies are now hiring “prompt engineers” with expertise in this area. You must keep refining your prompts to get higher quality responses and reach the level of depth you require.  

Note that ChatGPT has limited knowledge of events after a certain date and nobody seems to be clear when that date is according to a recent article by ZDNet. You may need to stick with traditional research methods if it’s recent events you’re interested in. Take an agile approach to testing what research methods work best to produce an outline which is comprehensive and accurate. 

Creating personas 

Open AI has given ChatGPT a carefully chosen tone of voice which is designed to appeal to the majority and is best described as neutral and professional, i.e. a bit generic and boring. However, you can train ChatGPT to create content that reflects your organisation’s unique style, vocabulary and tone of voice.  

To do this, you need to create a training dataset which consists of a range of content examples that reflect your organisation’s tone of voice. This should include blogs, social media posts, articles and client-facing emails and cover a variety of topics. 

If you produce content for multiple organisations, you can create different ChatGPT personas for each organisation which reflect their individual writing style. Building on an agile approach, you could set up different personas for an organisation to help test different styles and see which achieves the most engagement. 

Need for speed 

Like the famous racing game series, the pressure to increase efficiency and speed impacts us all. Content AI can absolutely help you to write and produce content much faster than previously, by speeding up the phase that takes the most time — researching and planning your piece. This can allow you to focus on the tasks that require more creativity and innovation.  

Be careful though, ChatGPT isn’t perfect and can sometimes generate inaccurate information. It’s only as good as the data it’s trained on and as with all things, fact-checking and a good pinch of common sense is required. 

Overcoming writer’s block 

Sometimes getting started is the hardest thing when it comes to writing and we all suffer from writer’s block from time-to-time. Asking content AI what it thinks about a certain subject can be enough to kick-start the creative juices. Once they start flowing again, it’s time to step away from the AI.  

Run a pilot 

We always recommend taking an agile approach and running a pilot to test and learn before deciding which content AI to adopt within your organisation. This provides the opportunity to demonstrate to leadership how the tool can help improve your team’s productivity without compromising on quality. As with all AI, privacy and security should be a key consideration. Leaders need to ensure guardrails are in place for their teams to be able to test and adopt AI solutions safely. This agile approach enables you to test and learn then quickly scale where value is demonstrated. 

Human’s rule 

ChatGPT and other content AI are still powerful tools and can speed up the content writing process, but they cannot replace human creativity, intuition and empathy. It’s essential to strike a balance between AI and human capabilities to achieve the best outcomes. Any piece of content should always reflect your organisation or client’s tone of voice to ensure it remains consistent and authentic. 

Content AI can’t compete with your insider knowledge about your market and your audiences. Always remember you are the expert in your area!   

 

Get in touch to find out how Bright can help you harness agile marketing to deliver your marketing strategy in 2024.

Resources/reading list:

Alaina RobertsHow to use content AI and remain authentic – practical guidelines
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Discover new possibilities with Reframe Cards – Make 2024 brighter, one prompt at a time! 

Discover new possibilities with Reframe Cards – Make 2024 brighter, one prompt at a time! 

Download your cards to reframe conversations and spark fresh perspectives. 

The Reframe Cards are designed to bring creativity and agile thinking into your team’s communication. 

By offering specific prompts, these cards encourage team members to share their thoughts, ideas, and opinions more openly, fostering a culture of transparency and collaboration.

Each Reframe Card aims to stimulate problem-solving discussions, driving the team towards actionable, goal-focused solutions.

Reframe your thinking for 2024

Ready to reframe your mindset and your conversations? Download your Reframe Cards today! 

Great to use in team meetings or to kick-start internal workshops, these cards cover the following areas:

 ⭐️ Design thinking – Challenge conventional strategies, embrace a fresh perspective and find innovative solutions to complex problems. 

 ⭐️ Activating agile – Unlock agile methodologies to enable adaptability, perform efficiently and drive a results-focused approach.

 ⭐️ Experimentation Experiment with new ideas and strategies, encouraging a culture of continuous improvement and learning 

 ⭐️ Growth mindset Re-think your current practices, iterate towards exciting outcomes and deliver exceptional results through continuous learning. 

 ⭐️ Change enablement – Say goodbye to outdated approaches and enable your team to embrace change to stay ahead of the competition. 

Alaina RobertsDiscover new possibilities with Reframe Cards – Make 2024 brighter, one prompt at a time! 
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