Alaina Roberts

A/B testing: An agile marketing approach to B2B marketing optimisation

A/B testing: An agile marketing approach to B2B marketing optimisation

Let’s face it, the B2B world is a rollercoaster. One minute, you’re riding high on a new tech trend; the next, you’re bracing for an economic downturn. It’s like trying to hit a moving target in a fog, and to make things even more interesting, there’s the constant noise of new competitors and a sea of content that’s drowning out your message. Cutting through the noise and being able to relate directly to your prospects and customers is not just a ‘nice-to-have’ but a necessity.

At Bright, we believe the key to success lies in continuous improvement and data-driven decision-making. That’s where A/B testing comes in – the best unkept secret for optimising your B2B marketing efforts in this dynamic environment. It isn’t just about why you apply A/B testing but also how you apply the methodology to make it work.

To test or not to test? That really is the question.

A/B testing, also called split testing, pits two variations of a marketing element against each other to see which one performs better. This could be anything from a landing page headline to a call-to-action button in an email. By statistically analysing the results, you gain valuable insights into what resonates with your target audience.

Here’s why A/B testing is a perfect fit for agile B2B marketing:

  • Fast iteration: The agile methodology thrives on quick cycles of experimentation and learning. A/B testing allows you to test hypotheses, gather data quickly, and refine your approach based on real-world results.
  • Data-driven decisions: Forget gut feelings. A/B testing removes guesswork from the equation. You’ll see concrete evidence of what works and what doesn’t, empowering you to make data-backed decisions for better ROI.
  • Continuous improvement: A/B testing is an ongoing process. As you learn what resonates with your audience, you can keep iterating and optimising your marketing tactics for maximum impact.

A/B testing for B2B marketers

While A/B testing offers a powerful tool for any marketing campaign, the B2B landscape presents unique opportunities and challenges. To truly optimise your B2B marketing efforts, you need to tailor your A/B testing strategy to address the specific needs of complex customers. Here are some A/B testing ideas specifically for B2B marketing:

  • Landing page optimisation:Test different headlines, CTAs, images, and layouts to see which ones drive higher conversion rates e.g. eBook downloads, demo requests.
  • Email marketing:A/B test subject lines, email copy, sender names, and send times to improve open rates and click-through rates.
  • Website Calls to Action:Experiment with different CTA button text, colour, and placement to see which ones get the most clicks.
  • Social media ads:Test different ad creatives, headline variations, and targeting parameters to optimise your ad spend and reach the right audience.

Test. Process. Learn. Repeat

So, how can you take this one step further and implement the A/B Testing Process into your own marketing efforts? By using the principles and practices of agile marketing, you can take a structured approach to your experimentation, ensuring continuous improvement and positively impact your effectiveness.

Here’s a step-by-step breakdown of the A/B testing process, designed to operate within an agile framework:

  1. Identify a goal: Start with a specific goal you want to achieve,like increasing leads from a particular campaign.
  2. Formulate a hypothesis: What element do you think will impact that goal?(e.g., a stronger headline will increase website sign-ups)
  3. Create variations: Develop two versions of the element you’re testing (e.g.,Headline A vs. Headline B)
  4. Run the test: Split your target audience and expose them to each variation.
  5. Analyse results: After a statistically significant amount of data is collected,analyse the results to see which variation performed better.
  6. Iterate & improve: Based on your findings,refine your marketing strategy and implement the winning variation.

The Bright way

At Bright, we’re passionate about leveraging data-driven insights to optimise marketing strategies. By conducting controlled experiments, we can identify which elements of a campaign are most effective and make data-backed decisions to improve performance.

A recent case study: Social media ad formats

Recently, we had the opportunity to work with a client to determine the optimal ad format for their social media campaign. The client’s goal was to increase engagement and drive conversions.

Hypothesis: Video adverts vs. static image ads

Our hypothesis was that video adverts would outperform static image ads in terms of engagement. We reasoned that the dynamic nature of video would capture attention more effectively and lead to higher click-through rates (CTRs) and conversions.

The experiment

To test our hypothesis, we created two versions of the ad: one with a static image and the other with a short video. Both ads featured the same messaging and call to action. We then split the target audience into two groups and randomly assigned each group to see one of the ad variations.

Outcome: Video adverts triumph

The results were conclusive. The video ads significantly outperformed the static image ads in terms of engagement and CTR. Users were more likely to click on the video ads, watch them, and take the desired action.

 

Key Insights

  • Video is a powerful tool: Video content can capture attention, tell a story, and evoke emotions in a way that static images cannot.
  • Engagement matters: Higher engagement rates can lead to increased brand awareness, trust, and conversions.
  • A/B testing is essential: By conducting controlled experiments, we can identify the most effective elements of a campaign and make data-driven decisions to improve performance.

Conclusion

In conclusion, this case study underscores the value of A/B testing as a strategic tool for optimising social media campaigns. By carefully experimenting with different ad formats, we were able to identify the most effective approach for our client and deliver tangible results.

The data-driven insights gleaned from this experiment not only inform future campaigns but also provide valuable benchmarks for industry standards. As social media platforms continue to evolve, A/B testing remains a cornerstone of successful marketing strategies. By pioneering innovative approaches and harnessing the potential of data, businesses can redefine their industry and achieve remarkable marketing success.

So, what are you waiting for?

Being a B2B marketer today demands constant adaptation and improvement. By embracing A/B testing as an ongoing process, you can transform your marketing efforts from a guessing game into a data-driven science. This iterative approach empowers you to refine your messaging, optimise your creative assets, and ultimately achieve superior marketing effectiveness. So, don’t be afraid to experiment, embrace the learnings from each A/B test, and watch your B2B marketing efforts soar to new heights.

Ready to take your B2B marketing to the next level? Contact us today and let’s unlock the full potential of your marketing efforts through the power of agile marketing!

 

Alaina RobertsA/B testing: An agile marketing approach to B2B marketing optimisation
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Maximising marketing impact with Agile Target Operating Models (ATOMs)

Maximising marketing impact with Agile Target Operating Models (ATOMs)

A strategic approach for today’s challenges

Successful marketing operations hinge on creating a solid Target Operating Model (TOM) that aligns day-to-day activities with strategic goals, providing a flexible framework that links business vision to objectives and supports adaptability. At Bright, we help organisations through this process, collaborating with leading B2B companies to build Agile Target Operating Models (ATOMs).

 

In our latest white paper, we’ve distilled our knowledge into a practical guide on how to develop your own ATOM. It focuses on customer-centricity, improving your ways of working (and thinking), and building in continuous improvement to achieve marketing excellence.

With this ebook you gain:

  • a deep understanding of a Marketing ATOM

  • a blueprint to create your own Marketing ATOM

  • advice on creating your business case

  • tips to measure the effectiveness of your Marketing ATOM

Download the whitepaper today to start transforming your ways of working and drive better results!

Complete the form below to download the whitepaper

Alaina RobertsMaximising marketing impact with Agile Target Operating Models (ATOMs)
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Building high performing B2B teams: Powered by agile marketing

Building high performing B2B teams: Powered by agile marketing

The way you work directly impacts the results you achieve.

We’ve seen first-hand how agile marketing can transform teams, making them more resilient and able to achieve better outcomes.

So, we’ve created an exclusive checklist packed with industry insights and practical advice on how to build a high performing B2B team powered by agile marketing. Agile marketing offers a dynamic framework for navigating the complexities of large organisations. By fostering flexibility, collaboration, and data-driven decision-making, marketing teams can not only survive but thrive.

Whether you’re looking to enhance your team’s adaptability or drive better results, this helpful resource is designed to increase impact and inspire new, effective ways of working.

Click here to download the Agile Marketing Checklist as a PDF

At Bright, we’ve supported many B2B marketers to craft a new name for their solution. It can be an expensive mistake if you get it wrong, so if you’d like an expert to support you throughout the process, please get in touch.

Alaina RobertsBuilding high performing B2B teams: Powered by agile marketing
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Feeling stuck? How to reignite your marketing strategy for success

Feeling stuck?  How to reignite your  marketing strategy for success

You’ve got a solid strategy, and your team has put significant effort into executing it, but now you’re stuck. If that sounds familiar, this blog post might be just what you need to reignite your marketing strategy. Whether your strategy isn’t delivering the desired results, you’re struggling to make informed data-driven decisions, or finding it difficult to adapt to constant changes in the marketing landscape, we’ve compiled a list of models, tips, and tools to help you and your team improve your marketing effectiveness.

The power of SWOT analysis to understand your blockers

When feeling stuck, it’s often beneficial to step back and reflect. A SWOT analysis can uncover strengths, weaknesses, opportunities, and threats, providing a solid foundation to reassess your current strategy.

How to conduct an effective SWOT analysis:

  • Strengths: Identify what your team excels at, what’s working well, the resources you have, and what sets your brand apart
  • Weaknesses: Be brutally honest about what’s not working. Identify skill or resource gaps, underperforming aspects of your strategy, and ineffective tools
  • Opportunities: Look for trends or new technologies to leverage, untapped markets or audience segments, and process improvements to boost team productivity
  • Threats: Consider internal and external factors that could impact your strategy, competitor activities, and potential market or economic shifts.

Next steps:

After conducting your SWOT analysis, prioritise the areas needing immediate attention. Develop action plans to address weaknesses and threats while capitalising on strengths and opportunities.

Optimising your customer journey through better use of MarTech

 

Focusing on the buyer journey allows you to make targeted improvements without undergoing a wholesale MarTech review. By enhancing specific stages of the journey and demonstrating results, you can build a strong case for more extensive updates later.

Next Steps:

Identify gaps or silos in your current toolset that hinder a seamless customer experience. Invest in tools that provide a unified view of the customer for a consistent and personalised approach across all touchpoints.

Leveraging Gen AI and existing features

Ensure your team fully understands the features of your current tools, including how to leverage generative AI to enhance your strategy. Gen AI can automate content creation, personalise customer interactions, and provide predictive analytics.

Next Steps:

  1. Educate your team: Provide training opportunities on the full feature set of your current tools, focusing on how to effectively use Gen AI
  2. Set clear guardrails: Establish guidelines for AI activation to ensure responsible and effective use. Define parameters for testing, learning, and scaling AI-driven initiatives
  3. Pilot projects: Start with small-scale AI projects to demonstrate value. For example, use AI to personalise email campaigns or create dynamic content for social media
  4. Measure impact: Track the performance of AI-driven projects using relevant metrics. Analyse results to refine your approach and expand successful strategies.

Staying agile: Adapting to market changes

Technology, customer behaviour and business priorities are evolving rapidly. Your team needs to be resilient to roll with the changes needed to make sure your marketing remains effective. Taking an agile marketing approach helps you pivot quickly and maintain relevance – the way your work underpins the results you can deliver.

Here’s how you can stay agile:

  1. Focus on customer value and business outcomes
  2. Deliver value early and often
  3. Learn through experiments and data
  4. Foster cross-functional collaboration
  5. Respond to change over following a static plan.

Next steps: Embrace a growth mindset within your team and establish agile marketing principals. Encourage continuous improvement using up-to-date information and cultivate an environment of creativity and flexibility. Consider Bright’s agile marketing training to empower your team with the knowledge and tools to kick-start their agile marketing journey.

Finally, stay motivated, keep learning and measure success

To reignite your marketing strategy and ensure long-term success, remain flexible and open to new ideas. Use Bright’s reframe cards to encourage conversations and spark new thinking, challenging the status quo.

Celebrate small wins to keep your team motivated. Foster a culture of continuous learning and innovation, and view setbacks as opportunities to learn. By staying motivated and committed to continuous adaptation, you can navigate the dynamic marketing landscape and sustain marketing outcomes that drive your business goals. The key to a thriving marketing strategy lies in your ability to adapt, evolve and grow with the ever-changing market.

 

 

Alaina RobertsFeeling stuck? How to reignite your marketing strategy for success
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Evolving strategies for marketing leadership: Insights from the Bright B2B leaders dinner

Evolving strategies for marketing leadership: Insights from the Bright B2B leaders dinner

The Bright B2B Marketing Leaders Dinner served as a vibrant forum for senior marketing professionals from the tech and consulting sectors to delve into discussions under Chatham House Rules. The event united leaders to share their priorities, successes, challenges, and insights, fostering a rich exchange of ideas over fine dining. The primary focus of the discussions was on the increasing necessity for agility and effectiveness within senior B2B marketing roles, highlighting key challenges and emerging trends across several critical areas.

This briefing note encapsulates the discussions, offering deeper insights into the challenges faced and the strategic approaches that have proven effective, both from the experiences shared by the leaders and the solutions provided by Bright to enhance marketing and business outcomes.

Key discussion themes and strategies for success:

Adapting to constant change and building resilience:

Leaders are grappling with an environment where market conditions, business requirements, and operational targets are perpetually evolving. Transparency about the constant nature of change is vital for fostering a resilient mindset within marketing teams and the wider business. Change fatigue, too much change and poorly communicated change is an issue in terms of realising the value of major business transformation programmes.

The conversation underscored that managing change isn’t just about responding reactively but proactively establishing agile ways of working that can adapt to change and shaping organisational culture to anticipate and embrace change as an ongoing opportunity.

Key strategies: 
Establish agile marketing practices and adapt them to your environment, conduct regular strategic reviews, and cultivate a culture that views change as a growth mechanism. Agile marketing methodologies enhance adaptability and operational efficiency, but you need robust change enablement communication strategies to support and accelerate any transitions.

Aligning KPIs and communicating effectively with the C-Suite:

It’s essential for marketing KPIs to resonate with C-suite executives and align with broader business goals, ensuring marketing is seen as a strategic partner rather than a cost centre.

Leaders discussed the challenge of bridging the communication gap between marketing functions and executive leadership, emphasising the need for metrics that clearly demonstrate marketing’s contribution to the company’s targets including CAGR in high growth firms whilst demonstrating bottom line savings through efficiencies and top line growth was important for corporate environments.

Key strategies:
Develop impactful KPIs and tailor communications to the C-suite’s interests. A regular reporting cadence and clear articulation of the value of marketing efforts, from short-term demand generation to long-term brand building, are crucial. Establishing Revenue Operations (RevOps) fosters cross-functional collaboration and alignment on common goals so that everyone is working towards the same goals and outcomes.

AI Usage and Activation:

The potential of AI to enhance efficiency and engagement in marketing is significant, yet its adoption is inconsistent across industries.

Discussion highlighted that while many are optimistic about AI’s potential, there is a clear need for a framework to systematically integrate and leverage these technologies effectively. Some organisations did not allow or limited use of AI which has held back the marketing teams abilities to realise operational efficiencies and test and learn to understand where effectiveness improvements can support greater engagement across the buyer journey and within the existing client base. Other organisations were unclear where AI would add value and the risk of distraction rather than AI adding value was an issue.

Key strategies: 
Effectively use existing AI tools, develop clear use cases, and implement the Bright AI Activation Framework for a structured test-and-learn approach. Foster an innovative and agile organisational culture to support technological shifts.

Internal friction and the impact on marketing effectiveness:

Interfacing agile marketing teams with non-agile departments often creates friction, with resistance from individual team members or leadership exacerbating the issue.

The leaders shared how internal friction can derail agile marketing initiatives and discussed strategies for overcoming resistance to change.

Key strategies: 
Showcase agile marketing’s business value, facilitate change enablement communications, and provide leadership training to agree how agile principles will be activated within the organisation. Foster a collaborative culture to reduce collaboration drag and amplify marketing effectiveness. A book recommendation to read on this topic is The Goal by Eliyahu M Goldratt written in a fast-paced thriller style which outlines the theory of constraint.

Harnessing new generation talent:

Integrating Generation Z into the workforce presents unique challenges due to their different expectations about career progression and workplace dynamics. This generation’s digital prowess and innovative potential are immense, but their career expectations can clash with traditional progression paths.

Key strategies: 
Set realistic career expectations, provide continuous feedback, create opportunities for quick wins, cultivate a learning environment, adapt retention strategies, and harness their digital skills for organisational benefit.

Strategic outlook:

The discussions not only illuminated the shared challenges among B2B marketing leaders but also showcased diverse and effective strategies for addressing these challenges. Bright continues to stand as the preferred partner in navigating these complex landscapes, offering strategic support and agile marketing solutions that drive successful outcomes.

Our next marketing leaders’ dinner this Autumn, will focus on “Effective AI Activation in B2B Marketing,” to understand and explore the practical application of AI technologies, by invitation only, request a place on the waiting list here 

Alaina RobertsEvolving strategies for marketing leadership: Insights from the Bright B2B leaders dinner
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How to boost the effectiveness of your marketing function – Reading list

How to boost the effectiveness of your marketing function  – Reading list

Welcome to a curated collection of inspiring and insightful reads and podcasts to help you boost the effectiveness of the marketing function within your organisation.

Books:

Measure What Matters by John Doerr 


Cannes Award Winners

Alaina RobertsHow to boost the effectiveness of your marketing function – Reading list
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How to boost the effectiveness of your marketing function

How to boost the effectiveness of your marketing function

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

Watch on-demand 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!

Speaker: Lydia Kirby, Marketing Transformation Director and ICAgile Certified trainer


Download: 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.


Reading list

We’ve curated collection of inspiring and insightful reads and podcasts to help you boost the effectiveness of the marketing function within your organisation.

Access the reading list

Alaina RobertsHow to boost the effectiveness of your marketing function
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Optimising B2B brand marketing with the Balanced Scorecard

Optimising B2B brand marketing with the Balanced Scorecard

Much debate continues in the B2B world around the value of brand marketing. While some organisations believe you should invest in it, the results are more challenging to quantify than demand generation campaigns, which deliver leads for products and services.  

According to a study by BCG*, 99% of B2B marketers agree that trust in their brand is essential. Yet of the companies studied, 44% allocate less than a third of their budget to brand marketing. Reasons for low investment include key stakeholders not seeing the impact and the inability to measure the value. 

*Source: 2021 BCG B2B Brand Marketing Study  

However, in the same study, when companies were segmented based on their marketing and brand maturity, a correlation was found that indicates that increased marketing maturity leads to higher returns on brand marketing spend.  

The bottom line is that B2B companies that underinvest in brand marketing or invest without a strategic plan are selling themselves short. 

This leads us to the question of how can they develop their marketing maturity? 

The main challenge the organisations face is looking at marketing spending from a long-term perspective. Creating a long-lasting impact in people’s minds is beyond logos and taglines; it’s about regular conversations with them, building trust and then delivering on their promise.   

Brand marketing involves crafting a cohesive brand identity and messaging strategy to promote the brand through various channels like advertising, content marketing, and public relations. However, for the ecosystem to function effectively, brand marketing must be complemented by high-quality products/services and employee satisfaction. These elements contribute to positive brand experiences, fostering customer loyalty and advocacy. This holistic approach strengthens the brand’s reputation, enhances customer trust, and ultimately drives business success. 

Regardless of the budget allocated, many organisations still grapple with prioritising short-term or incomplete metrics, leading to uncertainty about the true impact of their marketing efforts. As a result, they may question the effectiveness of their strategies or allocate resources ineffectively, hindering their ability to achieve desired outcomes. 

To solve this, we recommend organisations look at the Balanced Scorecard. It provides a useful tool for translating strategy into measures to communicate a company’s vision. Harvard Business Ideas voted it the most influential idea ever presented. 

The Balanced Scorecard.

Developed by Dr. Robert Kaplan of Harvard University and Dr. David Norton, the Balanced Scorecard revolutionised organisational performance measurement. Traditionally, companies focused solely on short-term financial metrics, but the Balanced Scorecard introduced non-financial strategic measures for a more holistic view. Kaplan and Norton’s approach, detailed in various publications, emphasises the importance of balancing financial indicators with measures of long-term success. They argue that while financial metrics reflect past performance, a comprehensive approach is needed to guide future value creation in the information age, prioritising investments in customers, suppliers, employees, processes, technology, and innovation. 

It starts with four perspectives, i.e. financial, customer-centric, internal processes, and organisational capacity. It asks the organisations to define their goals across these aspects, plan a strategy to achieve them, and then determine the metrics to measure the success.  

If your company also focuses on or values another perspective, it must be included in the scorecard.  

It sounds simple and intuitive. However, the most critical aspect is establishing a relationship among all these. For example, you need to invest in your internal processes to deliver a quality product or service to your customers and enable you to achieve financial performance. This allows you to define your goals and plan your actions according to them, and then it’s essential to pick the metrics based on these goals and actions.  

Let’s take an example of Company A and see how it can use the Balanced Scorecard to achieve its goals: 

These metrics provide a comprehensive view of the SaaS provider’s performance. A strong financial performance, driven by ARR growth and healthy CLV, reflects effective marketing strategies in acquiring and retaining customers. Positive customer metrics, such as high NPS and CLV, demonstrate the brand’s ability to deliver value and build loyalty. 

Efficient internal processes ensure that marketing efforts are optimised for maximum impact while investing in learning and growth opportunities for employees, which fosters innovation and keeps the brand competitive. Moreover, by monitoring marketing-specific metrics, the SaaS provider can gauge the effectiveness of marketing campaigns, optimise resource allocation, and enhance brand awareness and visibility in the market. This integrated approach ensures that marketing initiatives contribute to financial success and strengthen the brand’s reputation and market position over time. 

In conclusion, as B2B companies navigate the evolving marketing landscape, embracing the Balanced Scorecard offers a strategic compass for long-term success, enabling them to build enduring brand value through consistent, trust-building conversations with their audience. 

 

Alaina RobertsOptimising B2B brand marketing with the Balanced Scorecard
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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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