Alexandra Jefferies

Change enablement: unlock the true potential of your people

Change enablement: unlock the true potential of your people

The business world is constantly evolving, and those who can effectively navigate change are the ones who will come out on top. That’s where our change enablement toolkit comes in – the secret weapon that prepares, equips, and supports individuals and teams to successfully adopt change.

With our toolkit, you’ll be able to embrace change enablement and unlock your true potential. No more stagnant business practices holding you back – instead, you’ll have a dynamic, thriving organisation that can take on any challenge that comes your way.

Don’t wait any longer to take your business to the next level. Get your hands on our change enablement toolkit today and watch your organisation soar!

Download your change enablement toolkit

Alexandra JefferiesChange enablement: unlock the true potential of your people
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Amplifying the Customer’s Voice: The Key To Driving Engagement

Amplifying the Customer’s Voice: The Key To Driving Engagement

The key to driving engagement and marketing outcomes through customer perception

In a world dominated by digital noise and constant competition, the power to make or break your brand now lies in the hands of your customers. Their perceptions, opinions, and experiences with your brand carry significant weight, capable of influencing not only their own purchasing decisions but those of countless others. It is more important than ever for marketing professionals to understand and amplify the customer’s voice to create compelling, relevant, and successful marketing strategies.

In this post, we’ll examine the pivotal role of customer perception, explore the value of embracing the customer’s voice, and unveil the secrets to adopting a customer-centric marketing approach that drives engagement and delivers impressive business outcomes.

The importance of customer perception

Customer perception is a powerful force that shapes how consumers perceive a brand, its products, and its services. It encompasses the emotions, beliefs, and attitudes they associate with your brand, all of which contribute to the overall customer experience. The key to unlocking the potential of customer perception lies in understanding it, harnessing its power, and aligning it with your marketing efforts.

As marketing professionals, it is essential to recognise that customers hold the power to make or break a brand. Negative perceptions of your brand can spread like wildfire through social media, online reviews, and word-of-mouth, greatly impacting your reputation, sales, and ultimately, your success. The opposite also holds true: word of mouth from a positive experience can do wonders for your business.

The customer’s voice: a catalyst for engagement

Above all, one of the most effective ways to understand and leverage customer perception is by actively listening to and engaging with the customer’s voice. This involves gathering customer feedback, opinions, and insights through various channels, such as surveys, reviews, social media, and direct interactions.

London City Airport worked with Bright to deep dive into consumer and market research, identifying five key personas which embody key characteristics and preferences to deliver a seamless customer experience. This resulted in a 54% increase in website revenue within the first six months.


Basically, by incorporating the customer’s voice into your marketing strategies, you can create content and campaigns that resonate with your target audience, driving engagement and fostering lasting relationships. Listening to and valuing the customer’s voice is key to meeting their needs and exceeding their expectations, leading to customer loyalty and advocacy.

Shifting to a customer-centric marketing approach

In today’s business environment, embracing a customer-centric marketing approach is not just beneficial—it’s vital for success. This transformative strategy encompasses a comprehensive process that begins with in-depth market research and the development of insightful buyer personas to effectively identify and understand your target audience. Achieving alignment between marketing efforts and customer needs and expectations is accomplished by delivering highly personalised content and messaging and offering unparalleled value via compelling unique selling propositions (USPs).

Measuring what matters: the 4 measurements to embed into your strategy

To measure the impact of customer-centric marketing on business outcomes, focus on:

  • Key performance indicators (KPIs) such as customer satisfaction
  • Net promoter score (NPS)
  • Customer retention
  • Lifetime value (LTV) to effectively evaluate the success of your marketing strategies.

To learn more about how to track and measure the right metrics, read our blog here.

After all, the key to devising powerful and effective marketing strategies lies in wholeheartedly embracing customer perception. This means placing the customer’s voice at the forefront of your decision-making process. By steadfastly adopting a customer-centric approach, you can drive exceptional engagement and foster unwavering loyalty and propel your business towards unparalleled success.

At any rate, in today’s ever-evolving and fiercely competitive market, it is imperative to listen attentively, adapt swiftly, and seize every opportunity to thrive. Empower your brand by amplifying the customer’s voice and unleashing the full potential of customer-driven marketing success.

If you’re interested in refocusing your marketing strategies toward your customers or audience, get in touch with one of the Bright team here. And together let’s drive the engagement you and your business want to see with your customer at the heart.

Alexandra JefferiesAmplifying the Customer’s Voice: The Key To Driving Engagement
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Embracing Experimentation: Becoming a Marketist

Marketer + Scientist = Marketist (Ok, we may have made the word up, but the sentiment is the same)

Embracing Experimentation: Becoming a Marketist

In today’s fast-paced, ever-evolving marketing landscape, embracing experimentation is more important than ever before. For marketing teams looking to stay ahead of the curve, incorporating experimentation into their marketing strategies can lead to significant growth.

Experimentation matters

Experimentation serves as a powerful catalyst for marketers to drive growth and business value. By challenging assumptions, testing new ideas, and iterating based on data-driven insights, marketing teams can unlock new opportunities and optimise their strategies for maximum impact.

Not only does experimentation provide a valuable learning experience, but it also allows marketers to refine their approach and be responsive in a rapidly changing environment.

4 key elements to enable experimentation

  1. Measure what matters: Develop a set of clear, well-defined metrics that align with your business goals. By measuring what truly matters, you’ll be able to effectively evaluate the success of your experiments and make data-driven decisions for future initiatives.
  2. Confidence to fail, cultivating psychological safety: Cultivate an environment where team members feel safe to take risks, learn from failure, and embrace a growth mindset. This will promote a culture of continuous improvement and foster innovation in your marketing efforts.
  3. Utilise cross-functional teams: Encourage collaboration between different departments and skill sets within your organisation. Cross-functional teams can generate diverse perspectives and ideas, leading to more effective experimentation and better overall results.
  4. Starting small and asking for help: Begin your experimentation journey by starting small and seeking help when needed. Reach out to experts like Bright (hello, that’s us!) for guidance and support and remember that even small-scale experiments can yield valuable insights and drive growth.

By understanding the fundamentals of experimentation and implementing these four key elements, your marketing team will be well-equipped to tackle new challenges, innovate, and ultimately achieve greater success.

So, don’t just tell your team how to do it—get stuck in, embrace experimentation, and watch your marketing efforts incrementally improve.

Wherever you are on your experimentation journey, get in touch with one of the Bright team and let us help you reach your goals faster, optimising existing experiments or getting started, we’re here to help.

Alexandra JefferiesEmbracing Experimentation: Becoming a Marketist
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How to use design thinking to transform your marketing strategy

How to use design thinking to transform your marketing strategy

Are your marketing efforts feeling a bit stagnant? Need a new way to innovate and find creative solutions to engage with your audience? Design thinking can be the perfect tool for marketers to get closer to their customers – both in understanding their needs, discovering unique insights, and creating effective campaigns. It’s an approach that requires active listening, creativity, and empathy – three characteristics all great marketers need!

What is design thinking?

Design thinking is a human-centred approach to problem-solving that emphasises empathy, creativity, and collaboration. It can be a powerful tool for marketers looking to get closer to their audience, align their leadership, and drive innovation. Sitting closely together with agile marketing principles, we use these tools regularly at Bright to challenge our thinking and drive towards more effective marketing activities.

It helps align your teams by encouraging cross-functional collaboration and communication. By bringing together people from different departments, such as marketing, product, customer success and sales, you can break down silos and work together to solve complex problems. This can lead to more cohesive marketing strategies that are rooted in a shared understanding of the customer and the business goals.

Design thinking drives innovation by encouraging experimentation and iteration. By taking a user-centred approach to marketing, you can quickly test and refine your ideas based on real feedback from your audiences. This can help you stay nimble and adaptable in a fast-changing market and ultimately lead to more effective campaigns that resonate with your customers.

Fig. The Design Thinking Toolbox, Lewrick, link and Leifer

The phases of design thinking

There are many examples of using design thinking frameworks in marketing. One common approach is to use the “understand, observe, define, ideate, prototype, test” framework to guide the marketing process, image above from the brilliant book by Lewrick, Link, and Leifer – The Design Thinking Toolbox.

Here’s how this framework could be applied in the marketing context:


The marketing team comes together to collect and gather existing information and understand different perspectives on the challenges the marketing team want to solve. Once aligned the team build assumptions that can be tested and discussed in the observe stage.


The marketing team conducts research to better understand the market and the needs and pain points of their target audience, through interviews, surveys, or observing customer behaviour.


Using the insights gathered, the marketing team then outline the identified problems and start to share potential opportunities. Creating problem statements, persona development, journey mapping and even the value proposition canvas to define your solution fit are useful at this stage.


The marketing team generate a range of possible solutions to the defined problem. This should involve team brainstorming or using other creative techniques to generate a range of ideas.


The marketing team develops a tangible representation of one or more of the ideas generated in the ideation phase. This could involve creating mock-ups, wireframes, or other prototypes that help to bring the idea to life.


The marketer gathers feedback on the prototype from the target audience conducting user testing, surveys, or other forms of customer feedback to evaluate the effectiveness of the idea and whether it should be developed further.

Other examples of design thinking in marketing include empathy mapping to better immerse marketer’s in their target audience’s environment, or the brand superhero canvas to map the competitive landscape. The sailboat exercise (which is also a great retrospective tool) helps to define a team’s vision, strengths and risks. Overall, design thinking is a versatile framework that can be applied to a wide range of marketing challenges to create more customer-centric solutions.

It’s clear that design thinking is a powerful approach that can help marketers get closer to their audience, align their leadership, and drive innovation. By putting the customer at the centre of their strategies, marketers can develop more effective campaigns that meet their audience’s needs while fostering collaboration and experimentation within their organisation.

If you’re ready to find out more, join us next Thursday, 2nd March for our panel event on when and how to use design thinking in the marketing context.

Alexandra JefferiesHow to use design thinking to transform your marketing strategy
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Marketing ideas to make you think

Bringing together the latest trends, tools and news at your fingertips

Marketing ideas to make you think

We’ve given the newsletter a shake-up, bringing you the ‘need to know’ stories for successful marketing, bitesize insights from the Bright team and the latest in market trends. In short, everything you should be embracing to better equip you for a smashing 2023. Looking to deliver Smarter Marketing this year? Look no further…

Embracing a growth mindset whilst being data-driven |
Marketing Metrics

Data-driven insights are your key to continuous improvement and optimisation. They are fundamental to agile ways of working, giving you the data you need to iterate and optimise your marketing activity and better support your business goals. But how do you apply a growth mindset to your data capturing to drive better business results?

A growth mindset is all about the attitude with which you approach obstacles, how you process failure, and how you adapt as a result. Applying this logic when reviewing marketing activity can mean you approach failures as lessons learned.

With a growth mindset, you’ll be able to see what didn’t work well as an opportunity to try something new, doing more of what works and less of what doesn’t. This is particularly useful now when marketers must focus on costs whilst still driving the same results. Marketers are having to do more with less and drive efficiencies whilst still delivering value to the business

If you’re interested in finding how to cultivate a growth mindset within your marketing team, attend our free online event on Friday 3rd February.

Sian Heaphy, Account Director

With the rise of the AI Chatbot, is first always best? |
Tech, tools & trends to pay attention to

It seems like ChatGPT is the talk of the town on LinkedIn, news reports and among marketers! It’s no wonder – with all its exciting new possibilities, it can be hard to know where exactly to start. As competing tech options appear, we ask, is first always best, or are there advantages of learning from your competition?

DeepMind, a subsidiary of Google, has announced its plans to launch a ChatGPT competitor. ChatGPT made headlines last year as the interactive chatbot that can fulfill several tasks for its user, from typing out a human-like text response for someone to coming up with an entire dissertation on any given subject.

Demis Hashibis, CEO, DeepMind, has said their chatbot, Sparrow, will be much safer and have features which the star rival is currently missing.

Set for private beta release this year, Sparrow will be more “conservative and constrained” than ChatGPT but with close links to Google, could this make it the search giant’s answer for ChatGPT?

Google isn’t putting all its eggs into one basket as they have also developed another AI-powered chatbot with DeepMind, MedPaLMa, for the medical community, which could generate safe and helpful answers using datasets covering professional medical exams, research, and consumer queries.

Why is this useful to you? As AI-powered technology makes its introduction to marketing activity, it’s important to remember that we are still in the early stages of AI advancement. Throughout the year we’ll likely be introduced to many more AI innovations, but all need relevant testing and experimentation to see if they work for you and your business. If you’re working agile, this will enable you to experiment to find the right tool for you and your team to help with marketing efficiency. What’s your AI strategy? 

– Lydia Kirby, Client Services Director

6 steps to leading successful organisation change | Leading Change

Change enablement focuses on providing employees with essential information and support, alongside tools, processes, and strategies to help them adapt and transition to change within their organisation – it’s often a last-minute consideration! Without following these six simple steps, you’re likely to face organisational barriers to effectively implementing any Marketing Transformation.

  1. Set realistic expectations – Leaders can easily over-promise the benefits of the proposed change, and when those benefits aren’t achieved, trust is broken. Once employees lose trust, it’s hard to regain it.
  1. Address concerns early – The chance of success greatly improves if employee concerns are proactively addressed. This usually surfaces through three main areas; information concerns (what and the why), personal concerns (how will it impact me) and implementation concerns (how will we do it).
  1. Be approachable – Create an environment of psychological safety where your team feel safe putting themselves on the line, such as asking a question, seeking feedback, reporting a mistake, or proposing a new idea.
  1. Over-communicate always – When leaders withhold information, they are showing a lack of trust and lack in confidence in the change by wanting to control what people know, when they know, and how they know it. In the absence of information, people will make up their version of the truth.
  1. You don’t know what you don’t know – Admitting you don’t know something can be one of the most powerful trust-building behaviours you can use. It shows humility and honesty to admit you don’t have all the answers.
  1. Invite everyone on the journey – People take ownership of the plans they create and implement. Successful change efforts are those that are done ‘with’ people, not ‘to’ people.

– Danny Whitebread, Senior Communications Manager

What you need to know about the latest Google Analytics update

This year will bring the biggest changes and opportunities to the Google ecosystem in years. One of the biggest changes that impact marketers will be Google Analytics 4 replacing Universal Analytics (GA3) in July 2023.

Some of the advantages of GA4 for marketers include:

  1. Cross-device and cross-platform tracking: GA4 allows marketers to track user interactions across devices and platforms, giving a more complete view of customer behaviour across the buyer journey. With 90% of leads doing research online before they even speak to you – this information is key to your ongoing marketing strategy
  2. Improved integration with Google Ads: this allows marketers to better understand the impact of their advertising efforts, and often huge budgets, on website traffic and conversions.
  3. Enhanced machine learning capabilities: GA4 includes a range of machine learning-powered features, such as predictive analytics and automatic anomaly detection, which can help marketers make more informed decisions about what marketing is working to drive business results.

Empower your data-driven decision-making and be ready for the switch later this year!

With 90% of leads doing research online before they even speak to you – this information is key to your ongoing marketing strategy

– Sophia Howard, Digital Marketing Manager

Resources to support your agile marketing journey |
Agile marketing in practice

“Bright supported ADP’s international division ably through its agile marketing transformation and continues to be a wonderful agile resource to our marketing staff across various regions. I look forward to continuing our fruitful relationship as we continue our agile journey.”

Els Humphreys-Davies, Senior Director of Marketing Programs

As world-leading in agile marketing, the team at Bright are equipped to guide you through its agile marketing journey, however far into that journey you are. From agile novice to agile aficionado.

Is your marketing traditional, fully agile, or somewhere in between? With a clear view of what makes your marketing tick, we’ll offer valuable insight into applying or optimising agile marketing within your teams and across your business. Try our Marketing Agility Calculator to discover where you fall on the agile marketing scale.

If you’re more advanced, then you may find our marketing transformation service useful like our client ADP.

Check out our free agile marketing resources.

As unprecedented becomes the new normal, ensuring your marketing activity is effective, and engaging and your processes are efficient means you’ll be able to drive better results for your business with fewer resources and be more adaptable to changing markets.

As always, the Bright team is primed and ready to help you reach your goals faster, why not book a short introductory call with one of our directors and see how we can drive the growth your business wants to see in 2023?

The Bright Team

Alexandra JefferiesMarketing ideas to make you think
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Agile marketing leadership: Game plans

Agile marketing leadership: Game plans

Agile marketing leadership: game plans

Our game plans are designed for those who want to build resilience and deliver game-changing marketing at pace. One page is all you need to increase ROI and transform your ways of working. Designed as an overview of the 30 minute bootcamp sessions, the topics cover everything from sprint leadership to building emotional connections in B2B.

The perfect tool if you want to optimise your marketing and inject agility without watching a full webinar.

Agile marketing campaigning

Download your checklist of critical success factors for you to reference and tick off when you’re putting together your agile marketing campaigning.

Vanity metrics

Identify your metrics from your KPIs. Your one page checklist to make sure you’re optimising your use of data to improve marketing performance.

Sprint leadership 

Learn how to run a sprint from planning through to retro, and see a clear breakdown of the sprint, metrics you should focus on and expert tips.

Transformative communications

 Discover our five top tips on how to drive cultural change in your organisation through communications.

Building an emotional connection in B2B

 See the top five ways you can evoke emotion and forge a strong connection with your buyers.

Unsticking your pipeline 

From TOFU to BOFU, find out what content will move your leads down your sales funnel and increase your pipeline velocity.

Personas and Buyer Journey Mapping

Everything you need to know to develop, transform or simply begin your personas and buyer journey maps.

Targeting Financial Services

There’s four key steps to targeting Financial Services effectively. Find out what they are in this one-page game plan.

To ABM or Not To ABM

Here’s your guide to kickstarting a successful ABM strategy from selecting accounts to refining propositions.

But is it compelling? Creating value propositions that convert

Learn how to create value propositions that help you convert your prospects into leads.

The rise of social selling and how to stand out

Stand out in what has become an increasingly saturated digital landscape with social selling.

Harness the power of community based marketing

Here’s your recipe for CBM – the ingredients you need to run a successful community.

Show me the money!

Quantify the value of your plans to secure senior buy in through crafting a compelling business case. 

Alexandra JefferiesAgile marketing leadership: Game plans
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How to get ahead with a blended approach to outsourcing

How to get ahead with a blended approach to outsourcing

We work with a number of businesses that start our conversation by saying “we need support as our current team just don’t have the time.”

What they really mean is “our current team don’t have the right skills to execute what we need.”

There is nothing wrong with this at all, agile marketing brings people together to work as a cross-functional team and supports deploying the right skills at the right time.

Often, what is needed are skills that are not core to the business, so it doesn’t make sense to keep them in-house. Augmenting or fully outsourcing a team can quickly, and cost-effectively give you the skills you need when you need them. You get access to a team of specialists, who collaborate with key stakeholders in your business to deliver great campaigns and support your team.

This is not a new concept. Businesses have been outsourcing skills for centuries, it’s just that the skills needed in marketing have changed. So, if you need skills that your team doesn’t have, think about augmenting through outsourcing. It’s a great way to bring a fresh perspective, boost energy levels, foster innovation, and test new ideas. Whilst also transferring skills and embedding new ways of working with your internal team.

If all this is true and let’s assume that it is. Why do businesses engage with outsourcing and then feel that the right course of action is to stop outsourcing and try to bring the skill in-house? To save money is my first thought. I get that, not wanting to take money out of your business when you can employ someone to do it and they might be able to add some value elsewhere. Not terrible logic but does it really work like that?

In the cold light of day, no, it isn’t that simple. You’re replacing a team of people with one person, in one industry or sector. Compared to your outsourced team that works across multiple brands, has deep industry & sector experience, combined with unparalleled insight into what’s working and what’s not gleaned from across the clients they support. Your hired individual just couldn’t get that range of experience in the same time period. It’s not their fault it’s just a benefit of using skilled specialists.

Your outsourced team spends all day, every day working for other businesses to expand their experience. From this, they can spot trends in the market, and know what works for different audiences across the board and not just in your industry. Testing and learning for other people to apply those learning to improve your marketing in areas you may never have considered.

Consideration of the impact of outsourcing on your Opex is also important. With outsourcing you can negotiate and benefit from a short-term commitment in terms of termination or changing the arrangement so you can scale up as you grow or downscale at short notice.

Conversely, you can achieve greater marketing effectiveness faster by bringing in an experienced team with less ramp time than hiring and upskilling. At the end of the day, investors and your finance team may value the predictability and stability of cash flow that outsourcing some or all of your marketing brings.

The benefits to outsourcing are huge vs the downside (having to pay money out of your business). If you engage with the right team (Bright!) at the right time, you will find that they quickly become an extension of your business and care just as much about your success as you do.

If you would like to explore this option further, please get in touch

Alexandra JefferiesHow to get ahead with a blended approach to outsourcing
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Recession readiness hack: Think outside your box

Recession readiness hack: Think outside your box

Many businesses promote a fixed mindset amongst their employees without really knowing they do so. This usually leads to a reluctance to change, a need for direction, rather than finding solutions independently, focusing on the negatives when something doesn’t work out as planned which impacts innovation. This way of thinking can be detrimental to not only your employees, but your marketing efforts as well.

In a recession, it’s critical your teams work with a growth mindset where employees continuously look for ways to improve, become critical thinkers, problem solvers with an eagerness to learn, adapt and continually question processes and ways of working to generate the best results.

How do you make the shift?

A fixed mindset is intrinsically linked with the company culture. The way to encourage the shift from a fixed mindset to a growth mindset lies within promoting accountability with your employees through self-reflection and open constructive feedback, encouraging acknowledgement of areas for improvement.

This also means encouraging employees to step out of their comfort zone and embrace challenges and the possibility of failure. That means from a resource perspective giving employees time and budget to test and experiment and adapt their activity. Individuals and leaders need to place value on the process and journey, not just the destination.

Empowering your employees through a new way of thinking is not only extremely valuable to your business, but to your clients as well. Helping your business to overcome obstacles, improve marketing effectiveness and generate better customer experiences through a better understanding of your customers resulting in a closer alignment of activity to business objectives, improved results and brand perception.

Teams that have a growth mindset push boundaries, are more creative and are willing to try new things – failing forward. This puts them immediately ahead of their competitors.” Zoe Merchant, Managing Director, Bright

Download the Book of Hacks

Download Bright’s book of insanely valuable agile marketing hacks that will give you the know-how and confidence to supercharge your marketing and ride out the economic downturn.

Discover how to focus on what matters, how to get the best results from your budget, tools and people, how to demonstrate value from lean marketing tactics and how to meet your marketing goals with agile ways of working.

Alexandra JefferiesRecession readiness hack: Think outside your box
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Recession readiness hack: If you don’t measure it, you can’t improve it

Recession readiness hack: If you don’t measure it, you can’t improve it

The modern marketer has a myriad of tools and data that they can use to measure their efforts. A challenge that we see many times is a lack of clarity on what success metrics they should be measuring. Establishing what metrics matter and defining your key performance indicators (KPIs) will ensure your activity and business goals are aligned to achieve the right outcomes.

When setting your KPIs avoid ambiguity and vanity metrics, vanity metrics are metrics that make you look good to others but do not help you understand your own performance in a way that informs future strategies. For example, instead of ‘more website visits’ instead, focus on ‘5% growth in website visits with a 13% form conversion rate from your key personas’. This will give your teams a clear goal to work towards and an understanding of the data they need to collect to report against these KPIs. Ensure there’s a clear cascade down from your annual goals and KPIs, to your key initiatives, programmes, and projects.

Here’s a checklist to ensure your KPIs meet the mark:

  • Does your KPI align with your business goals?
  • Have you removed any vanity metrics?
  • Does your KPI tie back into what you want to achieve?
  • Are you able to measure your KPI?

Download the Book of Hacks

Download Bright’s book of insanely valuable agile marketing hacks that will give you the know-how and confidence to supercharge your marketing and ride out the economic downturn.

Discover how to focus on what matters, how to get the best results from your budget, tools and people, how to demonstrate value from lean marketing tactics and how to meet your marketing goals with agile ways of working.

Alexandra JefferiesRecession readiness hack: If you don’t measure it, you can’t improve it
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Recession readiness hack: Business pick pockets beware

Recession readiness hack: Business pick pockets beware

During times of business hardship, the marketing budget is often cut. This becomes more likely when a recession hits and businesses look to further cut costs. Smarter businesses continue investing in marketing and R&D at the same level (or sometimes higher) to help sustain business growth and success in the long term, whilst looking for operational efficiencies that can be gained through introducing new ways of working, optimising systems and tools and focusing on data-driven marketing.

When budgets are reduced, there is often increased pressure on the marketing team to demonstrate the value of their efforts. Marketers can combat this by clearly demonstrating the impact and contribution of their efforts. Moving towards more agile ways of working and becoming more data-driven in your marketing approach is key. Not only does this allow you to report on performance more accurately, but also delve into insights that inform your strategy and provide evidence to support where to prioritise your limited resources.

Not only can data provide insight into the effectiveness of current activity, but it also aids informed decision-making to drive improvement. Working within an experimentation framework, and using the data generated to provide valuable insight early into what is and isn’t working, helping you make an informed decision on whether to pivot or persevere quickly.

Data-driven marketing increases ROI, with campaigns that leverage data-driven personalisation reporting 5-8x ROI for their campaign spend.

Download the Book of Hacks

Download Bright’s book of insanely valuable agile marketing hacks that will give you the know-how and confidence to supercharge your marketing and ride out the economic downturn.

Discover how to focus on what matters, how to get the best results from your budget, tools and people, how to demonstrate value from lean marketing tactics and how to meet your marketing goals with agile ways of working.

Alexandra JefferiesRecession readiness hack: Business pick pockets beware
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