Lydia Kirby

Lydia Kirby

Lydia joined Bright Innovation to help start-up clients see the full potential of effective marketing, bringing her experience in communications and campaign management. Outside of work you’ll find her checking out the latest trendy food joint, G&T in hand, whilst planning her next scuba diving trip.

Smashing the 1,000-attendee target for your next virtual event

The latest in the Bright agile marketing in action webinar series went live on 23 June 2020 and it was a hit! We brought together the best and brightest in strategic marketing to explore what it takes to create ground-breaking virtual events. Joining us for a discussions were CMO, Ghassan Sultan and Marketing Project Manager, Lisa Granton, key players at TECHNIA, one of our top clients. Together, we explored how they managed to smash their 1,000-attendee target at the recent PLMIF 2020 event. So, what’s the critical success factors for creating a virtual event that scores leads and builds your brand?

Agile marketing powers virtual events

Our webinar poll discovered that 96% of organisations have moved their events online. The global work culture has changed in response to Covid-19 and it’s not just a temporary fix. Your next event will be online, but it has to stand out from the crowd. To do this effectively, your event must capture the needs and goals of your audience and provide the tools and information they need to readily adapt and keep pace in a changing market.

So, where to start?

Embrace agile marketing

As the Bright team discussed in our webinar:

“Marketers need the ability to adapt, move at pace and be resilient to changing markets and organisation dynamics – this has been critical during Covid-19 and will continue to be relevant as we prepare for Brexit,”

In short, agile marketing is the common-sense approach to optimising what you have and experimenting with new tactics, tools, messaging and channels to reach your campaign KPIs.

When creating virtual events, an agile way of working allows you to bring together a cross-functional team to test, learn and continually improve your strategies, messaging and tactics throughout the event lifecycle – driving engagement and leads before, during and after your live event. Using valuable data insights to understand what works for your audience and what doesn’t, giving you the power to create an event that makes a lasting impact and builds your reputation in your industry.

The TECHNIA success story

TECHNIA came to Bright with a bold vision. They wanted to change the way events were delivered, capitalise on high-value content and reach a global audience. Ghassan walked us through TECHNIA’s goal to transform how they host events and attract a large audience. What started as a costly physical event turned into an ambitious vision for an innovative knowledge-sharing virtual event.

Ghassan’s vision for TECHNIA’s PMLIF 2020:

  • Target 1,000 global attendees
  • Capitalise on existing digital content and try new channels
  • Be 100% sustainable in line with TECHNIA’s #GoExplore movement
  • Cut time and budget from £100,000 in 4-8 months to £10,000 in 4-8 weeks

It was clear that such a brilliant event demanded extraordinary KPIs. Always ready for a challenge, Bright jumped at the opportunity to engage and drive leads from global tech leaders throughout the event lifecycle. We helped create a multi-channel marketing strategy, delivering key messaging for different target audiences through different media across the three-month campaign.

“Transitioning from physical to virtual really takes effort and your team is vital to success,” said Ghassan. “Bright’s agile marketing approach seamlessly integrated with our team. Thanks to the regular stand-ups and strong data insights, we were able to quickly change tactics to reach 2,000 attendees – an incredible success!”

Critical success factors to creating a compelling event:

  • Setting clear, strong KPIs
  • Testing and iterating messaging
  • Providing quality on-demand content

TECHNIA’s marketing manager, Lisa Granton, also highlighted the power of data-driven decision making and communication to drive success:

“Throughout the agile marketing process, we received constant feedback on what was working and what wasn’t, and the Bright team responded with great energy to perfect our messaging. We were able to keep developing and improving throughout our campaign.”

For more details, see our TECHNIA Virtual event success case study

What is the future of TECHNIA events?

Agile marketing is a different way of working and we have seen its tremendous power to transform teams and encourage cultural change. After the success of the PLMIF 2020 virtual event, TECHNIA noticed a dramatic change in their ways of working and how they approach creating future virtual events. “We found we were less focused on large, far-reaching strategies and more focused on starting small – setting short-termed goals and daily tasks to effectively reach our long term, big KPIs.”  It’s safe to say the next PMLIF event will be crafted with agile marketing.

According to Ghassan, PLMIF2020 will also be hybrid. Taking the lessons they’ve learnt on how to deliver a successful event, they’re planning to create a roadshow of small, local physical events followed by a large global virtual event.

Learnings from the webinar Q&A

How do you engage sponsors?

Create sponsorship opportunities, tailored to your partners and get them to help promote the event. TECHNIA saw wave after wave of partners getting involved in promotion and Bright provided a toolkit of engaging messaging for easy promotion by partners.

How do you nurture leads?

Divide your team into two, focussing one on attracting leads and hitting your target with high-level messaging, and the other on nurturing leads through email, LinkedIn and other keep warm tactics.

How do you evaluate what platform works best to support a large virtual event?

Pinpoint your goals – do you want to make your virtual event look and feel like a physical conference with booths and networking opportunities? Or do you simply want to share knowledge and create dialogue with your audience? Once you’ve shortlisted your options, speak to reference clients and leverage their experience with the different platforms to make your choice.

You also have the option of building your own platform! If like TECHNIA, you know what you want and you have the skills and resources, build a platform that suits your needs.

How do you drive people to attend the live event on the day and not the on-demand?

TECHNIA advertised that they would be sharing content during the live event that hadn’t been viewed or discussed before. Combined with the multi-channel campaign we ran and Bright also provided a toolkit of eye-catching comms to help the TECHNIA sales team invite attendees to their virtual booths.

Where can I find additional resources?

Have a read through our top tips for creating a stand-out virtual event:

 

Want to learn more? Watch the full event today, on-demand for viewing at your leisure. And if you’d like to have your say in the conversation on agile marketing or virtual events, join our Agile Marketing Club Meet Up group. See you there!

Lydia KirbySmashing the 1,000-attendee target for your next virtual event
read more

The 3 Building Blocks of Agile Marketing

Although many forward-thinking and innovative marketers are already reaping the benefits of the more efficient, agile way of working, with 71% of our survey respondents adopting agile techniques to help them get to market faster this is a common first reaction when discussing agile marketing transformation. You might understand the concept in the general sense, but few can identify what agile marketing actually is, and perhaps even more importantly, what it isn’t.  

Incorporating agility is not about making quick, unfounded decisions as fast as possible to meet a deadline, but about strong, data-driven decision making at pace reacting to market change and continuously learning for optimised results that provide key takeaways for the next sprint of the project. 

There are three core aspects of the agile approach, all of which work together in a successful agile marketing delivery. Check out each component in terms of why it’s important to marketing as a wider function as well as why it is a focus of marketing with agility and pace. If you’d like a more in-depth explanation of what agile is, before deep diving into its components, see our introductory guide. 

Creating the culture 

As the first building block, People is one of the most overlooked and underrated assets of any business. Your team are the driving force that pushes your business forwardan unlimited creative resource and original idea generator that knows no bounds and a big part of the products or services you provide.   

When incorporating agility into your marketing strategy, it is people that will deliver to deadlines, meet campaign KPIs and ultimately ensure the success of this project and beyond.  

The core principles that drive success in an agile team are ownership and transparency. Individuals take responsibility for what they produce, avoiding siloed work by providing transparency to the rest of the team, or Agile Hub.   

Before any project begins, a culture of change and learning with team members is established, creating togetherness, alignment and a positive attitude towards achieving a shared objective. Stakeholder mapping is conducted so as to understand existing processes, dividing roles and responsibilities in a strategic, efficient way. With the internal marketing team’s skills and capabilities reviewed to identify gaps and to help identify how agile marketing experts, such as Bright, can best support throughout the project.  

The natural pace of agile marketing makes it an exciting environment for employees who are willing to embrace a move away from a more traditional approach and they are likely to come away with invaluable learnings for future projects. Without realising, you’ve created a more attractive place to work.  

 Pragmatic process and ways of working 

The second element of an agile marketing strategy is process. As we work towards the set KPIs, embedding new ways of working and improving performance is key.  

Within the sphere of B2B, marketing professionals can be all-too quick to deny the flaws of current processes, instead looking to blame external factors for underperformance. In fact, it’s often only when a project is exposed to a fresh pair of eyes, exploring the unexplored, that holes, flaws and areas for improvement within existing processes come to light. 

When adopting an agile approach, you actively seek and identify issues and risks, as well as the dependencies and barriers that can affect the outcome. By being proactive, you not only minimise the likelihood of risks becoming issues, but you also have a better idea about dependencies and can establish effective workarounds as and when required.   

By applying the test, learn, iterate model to developing processes, businesses are able to make tweaks and amendments to optimise activity based on data combined with previous experience to establish a closed feedback loop and cultivate continuous improvement. In addition, workplaces encourage a culture of learning within teams, empowering internal teams and providing the know-how to continually achieve fantastic results.  

Optimised technology and data driven decisioning  

Technology is seamlessly integrated throughout the marketing function, enabling pace, data visibility and informed decision making. This may sound too ideological; tech is often seen as a barrier and too regularly large investments are made only to be side-lined by excel docs, but it’s the third and final building block.  

Technology has revolutionised the marketing function to allow for capabilities marketing managers could only dream of a few years ago. According to a report from 2018, there are 2.5 quintillion bytes of data created each and every day, a number that is likely to have accelerated along with the growth of the Internet of Things.  2018, there are 2.5 quintillion bytes of data created each and every day, a number that is likely to have accelerated along with the growth of the Internet of Things.  

In order to inform your strategies and create data-driven decisions, it’s essential to put the right tech in place to gain actionable insight. Avoid vanity stats and focus on what can effect change in your results, having a large number of visits to a landing page has little value if they don’t engage with any content on the page or convert.  

Adopting agile ways of working removes the perceived barriers outlined above, recognising the role played by technology, championing the use of automation, CRM and project management software. Map your existing martech, identify the gaps and create an adoption plan to ensure your technology is being used effectively to support the wider marketing team. Learn more about how you can optimise your technology with our recent blog post, Making the most of your martech stack   

Could your team benefit from an agile marketing approach? Contact us today to talk further about your current marketing strategy and how the fantastic team here at Bright will be able to help.

Lydia KirbyThe 3 Building Blocks of Agile Marketing
read more

Driving leads with agile marketing

CMO point of view: Testing agile marketing to drive results

“Those who can best manage change will survive.”

Whether you attribute this paraphrased statement to Charles Darwin or someone else, it’s as relevant today as it’s ever been – particularly for Chief Marketing Officers and senior marketers.

To see why, just look around at unparalleled disruption from Brexit, Covid-19 and environmental factors such as climate change, combined with the pace of digital transformation. Technology and data are the catalyst for keeping pace and adapting. For those of us in the business of marketing technology and the products and services that surround it, campaigns have to be just as fast (and agile) to yield sustainable success.

I know it’s easy to say (or write) that CMOs need to leverage agility at pace. But we all know it’s not that easy to incorporate agility and run effective brand building and integrated campaigns. Sometimes it’s down to not having the right tools, not having the time to research what your competitors are up to, or how to change an internal culture used to waterfall ways of working.

Agile is no longer part of start-up thinking — but it’s being adopted by some of the biggest global players

Transforming all this takes time, and that’s a commodity few CMOs have these days. If this all sounds familiar to you, involving external experts (such as Bright), who specialise in agile marketing, can help you work out the best way to approach embedding new ways of working into your team and the wider organisation without impacting the day-to-day marketing tasks you still have to deliver on throughout transformation.

Getting started with agile marketing

Injecting agile might sound simple, but it involves a change of mindset in your team culture, new processes and sometimes tools or tech. If you don’t have the right skills in your team today, then seeking outside support accelerates that change, minimises risk and avoids the common issues that could undermine the transition. Use a Proof of Concept to research, test and learn what would work best for your organisation and team to start the journey, maintain momentum and embed the right model.

Fintech company injects agility to drive better marketing results

To give you a better idea of this all works, we’ve broken down the true story of how a CMO from a Fintech software and services company championed agile marketing transformation.

Specialising in providing real-time transaction control and enterprise integrity solutions, their sales cycle usually falls somewhere between six and nine months. However, they wanted to accelerate results over a three-month period, and with target accounts in the US and UK, they needed to drive results in both of these territories.

With all this in mind, the CMO wanted to understand if an agile marketing approach was the way to go. Our team needed to prove that it would help the organisation achieve the following:

1. Become more results focused

The agile method of testing, learning and iterating would let the team take more risks, try new approaches and know early-on if their efforts were working.

2. Achieve rapid time to market
‘Sprints’ had helped them get their software to market faster, so they wanted to apply the same approach to their marketing strategies.

[Marketing strategies] need to be scientific. CMOs need to set hypotheses and learn and optimise from every experiment – Zoe Merchant, MD at Bright

3. Become more adaptable
Knowing that software succeeds only when it’s been developed iteratively with a Proof of Concept (PoC), a Minimum Viable Product (MVP) or prototype, they wanted the same iterative approach when going to market to cover the expected, and unexpected, over the three-month campaign.

4. Make data-driven decisions
The marketing team needed a steady source of data to quickly understand their performance and validate and share what they were doing.

The end game: 12 high quality opportunities in 12 weeks

On top of these results, the Fintech firm gained a framework that they can use to scale as they grow and build more campaigns. Alongside the results, this is a major value-add from the journey.

The client can now execute ideas, understand their needs, and meet expectations much faster. They get continuous feedback from marketing, sales, and their data, helping them align their teams with results and insight. What’s more, they now feel free to experiment with less risk, and confident that marketing with agility and pace will support their future business goals.

Lydia KirbyDriving leads with agile marketing
read more

Agile in action: Transforming events at pace

How to create virtual experiences that deliver on business goals

During this current Covid-19 crisis, we’re all at home, all facing the same challenge of having to quickly adapt our business practices and processes for remote working, whilst maintaining communication with our teams, suppliers and wider ecosystems. This all calls for increased focus on marketing, a tool that’s now more vital to your long-term business success than before. To safeguard your pipeline and strengthen your brand throughout the outbreak’s disruption, you need to maintain momentum — business as usual is simply not an option.  Our new reality demands more creative ways to engage, share knowledge and build relationships online.

Rethinking the webinar

Virtual experiences and events have come a long way in the last few years and are now a valuable tool for building and maintaining engagement and driving revenue. But marketers need to think differently and creatively about virtual events today. Don’t just try to recreate a physical experience. Carefully and consistently promote your event, and once you have a captive audience, incorporate networking and knowledge sharing throughout the event. The tools and tactics aren’t important — be clear on the value for the customer, what they gain from engaging in your experience or event. Be compelling. Be a must-attend.

And there’s no reason to hesitate. Marketers can get on with promotion and delegate recruitment for an event long before the technicalities or hosting tool have been determined. Tool selection and testing can happen alongside promotion — so why wait?

Keeping content fresh

Mix up formats or scale events up or down. Blend large, livestreamed keynote speeches with canned content, or intimate expert QA and panel discussions with coaching and interactive working sessions. Whether your event is large or small, informal networking coffee breaks or special interest groups are all possible and make for a more compelling experience. And, you can get more bang for your buck if you record and reuse your event’s content for your social media channels and audiences.

Strive to create a fully immersive experience with storytelling. Asking the audience to play a role and actively participate in the event is a great way to land complex messages. Inviting participants to drive and engage with the content their own way in their own time also raises the likelihood of your content being consumed. 80% of content within an interactive experience is digested and gamification makes delivering messages fun and products and solutions competitive. These experiences can be part of the promotion as well as the event itself.

Now, more than ever, we need to be inventive in how we engage our audiences. We’ve been building an immersive experience to connect with our remote audiences that offers a new, exciting way to digest our content — and gives us plenty of data to continually improve our content.

Adel Du Toit, Head of User Experience and Digital Experiences at Boston Consulting Group

Top 10 ways to cut through the noise

Tick off this list to get your event or experience up and running quickly

  1. Value proposition: Create a strong value proposition for your event. Clearly state that your event is virtual and convey that it’s a good use of their time — what edge will it give them?
  2. Be agile: Test, learn and build on your success to engage and build your audience. Try out new tools and tactics or tackle new markets you’ve not considered before. Get started with an agile approach to marketing
  3. Nurture: Don’t forget to keep your delegates warm prior to the event. Tease new speakers, content or networking opportunities to get them energised
  4. Launch a preview: Show them what the experience will be like to encourage engagement before the event
  5. Don’t get stuck on the tools: You can start developing and promoting an event to gauge interest and engagement whilst you decide on whether you can use your existing tools or will need to invest in new tech
  6. Exclusive access: Use restricted or limited offers of access to subject matter experts or thought leaders in the field as a compelling call-to-action. These can be delivered through one-to-one live video chats and are a proven way to get sign-ups
  7. Book a meeting: If now isn’t a good time to talk, offer a call-back slot with a member of your sales team
  8. Be prepared: Make sure you rehearse. Everyone needs to be comfortable with using the event software and available features. Upskill your team, show you’re available and make sure your event is fully staffed — don’t leave people waiting for an answer in an online chat
  9. Be interactive: Poll your delegates and invite attendees to send questions pre-event to keep things really relevant and topical and avoid the dreaded question-answer lag during a keynote. Blend immersive and video content to maintain pace and excitement
  10. Be data driven: A virtual event or experience opens up data and insight across the buyer journey. Make sure your team knows how to analyse and use data to make informed changes to the promotion, or during the live event, to maximise engagement and conversion.

Consider your audience

Make sure you don’t move your physical event online without taking time to pinpoint your audience’s needs. Be sure to localise your content for your target audience, taking into account language and cultural differences, such as UK vs US English.

Be aware that their attention spans will inevitably decrease once online, but there’s a vast range of interactive tools available for keeping them interested. You can even use real-time data to better understand your engagement rate. During the event, tell your speakers to speed up or change tactics to minimise the risk of audience drop-off.

Making the most of your virtual experience

Now that everyone is at home, there are many benefits to well thought-out virtual events and experiences:

  • Global reach: Your virtual event will instantly become a global event. Plan for that, taking into consideration all audiences that may be compelled to join
  • Intent data: Build profiles based on content users who have engaged with your event to accurately track and predict their buying signals in the future
  • Behavioural tracking: Create more informed sales conversations using your built profiles
  • Lasting content: Host the event for a day, then allow users to access the content for weeks after, all whilst you build your pipeline
  • Warm pipeline: This all adds up to an engaged database of target contacts — just what your business needs to reach your long-term goals

Standing out from the crowd

There’s no doubt that this crisis will have a long-lasting impact on marketing and business in general. In these times of market uncertainty, the ability to adapt and create virtual experiences that are multifaceted and dynamic — not just broadcasted events — will be essential today and tomorrow for ensuring a more sustainable future for your marketing. Many of your peers are already out there pushing traditional webinars, so you’ll have to get creative to stand out and make some noise. In reality, you can’t completely replicate the in-person networking experience, but you can come close by building a global community in your virtual event. Through immersive storytelling, interactive QAs, and fresh content, you’ll unlock engagement and drive business opportunities for a brighter future.

Need some inspiration? Sign up for our Agile Marketing Club to see what an immersive virtual event looks like.

Credit to the fantastic team at TECHNIA for the image from their PLM Innovation Forum virtual event (launching on the 28th April), who had the vision for a sustainable event before Covid-19 forced the events world to pivot.

Outlast this outbreak with more Bright tips. See our guides to Working from Home and Supporting your Immune System.

Lydia KirbyAgile in action: Transforming events at pace
read more

3 ways that Marketing Automation can help your B2B marketing activity

No comments

Companies are always looking for ways to make their job easier, work more efficiently and make their marketing campaigns more effective; that’s why 55% of B2B companies around the world have adopted marketing automation.  

By definition, the term ‘marketing automation’ refers to a set of tools designed to streamline and simplify some of the most time-consuming responsibilities of the modern marketing and sales roles. All of the day-to-day tasks that marketers have to action as soon as someone enters your sales cycle can be automated, freeing you up for valueadd work. 

Here are three ways you can use marketing automation to improve your B2B marketing activity:

Lead Scoring

The first goal of a company is to get a prospect or sales lead into their pipeline, but once marketing starts to pick up and the number of leads increase, it becomes more important for companies to focus on the prospects that are the most interested and most likely to buy – this is when lead scoring is needed. Lead scoring is a methodology used to rank prospects against a scale that represents the perceived value each lead represents to the organisation.  

You can set up your CRM or automation software to detect form submissions, click-throughs or page views to rate/score your lead. This will help your marketing team determine how valuable they are and what their specific interests are, in order to drive them through your sales funnel.  

However, just because someone downloads a report or spends a lengthy amount of time on your landing page, it doesn’t mean they are automatically the right target for your business. Lead scoring will gather the information about the prospect that is given to them and will rate the contact based on a number of factors. For example, for a B2B company, a persons’ job title, company size or revenue could be the information that is most valuable to your business. Using this rating, your Sales team can then follow up, knowing a bit more information about the contact. 

Lead scoring is an ideal way to enhance the productivity of your Sales team, improve sales & marketing alignment and higher conversions of qualified leads to opportunities.  

Social media

Having an automated social media strategy is a must if you’re looking to gain hot leads. This new marketing activity is the most productive use of your time as you let it work its’ magic and do the job of an Executive. Sending messages to prospects on LinkedIn can seem like such a long-winded and monotonous task. By automating your LinkedIn outreach, you can search for your ideal customers, select the level of engagement you want to initiate and let your software bring in leads. This software works in three ways – invites, auto-replies and mass messages. 

You can also send automated direct messages to people once they follow you on Twitter – this is a tactic that is used a lot more frequently nowadays so beware of blending into the crowd of other companies doing the same. Send a message that is more personalised by using the followers first name for example – this will engage the follower and keep them interested in the content you are publishing. 

Drip marketing 

Ever wanted to keep prospects warm but struggle to find the time to keep up with, draft and send a stupid number of emails? Implementing a software that allows you to automatically send emails the moment they move through your sales funnel is essential. Drip marketing (or essentially, automated email campaigns) aims to support marketing communication planning by sending out emails automatically through your schedule. Certain triggers – or responses – will automatically generate next steps that are relevant to each subscribers’ actions.

Many B2B companies face long sales cycles, which is why drip marketing is essential for lead generation. It allows you to build relationships with your recipients over time. In a study conducted by IBM; it’s stated that sending regular, personalised mailings to prospective and current clients will average a 48% increase in repeat sales. The best part of this tool is that once you have initially set up your drip marketing campaign and trust that is it working, you don’t need to make any changes unless you feel there is a need.

The only way to truly understand drip marketing is through experimentation – only then can you begin perfecting your strategy.

Marketing automation can help innovate your company, ensuring it remains agile during a time where customer expectations are constantly changing. It increases productivity, maintains a consistent tone of voice and improves your ROI. CMO of InfusionSoft states that the best marketers are using both inbound marketing and marketing automation together, and they are getting great returns.” Marketers knows that their ultimate job is to increase the company’s revenue – marketing automation can help this by generating more and better-quality leads which will eventually turn into new customers.

Bright is an agile consultancy specialising in providing marketing services for some of the fastest growing technology and IT services company. If you are interested in finding out how you can improve your marketing ROI and build pipeline, please get in touch.

Lydia Kirby3 ways that Marketing Automation can help your B2B marketing activity
read more

Marketing isn’t just for Christmas

No comments

Whilst ’tis the season for brands to splash the cash on fancy holiday-themed adverts, we take this time to look at what you could and should be doing with your marketing over this festive season

 

1. Little things can tug a lot of heart strings

Phil Beastall – a ‘frustrated filmmaker’– reportedly spent just £50 creating the perfect Christmas film as a reminder to viewers that we are not defined by our careers and materialism, but that family comes first.

2. Video seems to be pulling some strings too!

71% of B2B marketers report that video converts better than other content types, with product video continuing to be the most commonly produced video for marketing and sales teams.

3. The Christmas party shouldn’t be the only event in your diary

The longer your sales cycle, the more important events are at building awareness, trust, preference and pipeline. What events have you got in the diary for 2019? If the answer is none, it’s time you put your new diary to good use.

4. You should be sending more than just Christmas cards

Recent DMA research showed that 57% of people open addressed mail when it first arrives, with 20.8% opening mail within a 28-day period. This means you have 28 days of your content living within a household, compared to a couple of moments in an inbox. Is it time you revisited the post office?

5. Don’t just recycle your wrapping paper!

If you can take anything from the fancy holiday-themed TV adverts, it’s to follow in Coca Cola’s snow dusted footsteps and recycle your content. If it’s good, there’s no point in reinventing the wheel. Just make sure you are updating any content that is time sensitive, so it doesn’t feel dated when seen by your audience.

6. Humour isn’t just for making Santa’s belly laugh like a bowl full of Jelly

Yes, you’re talking to business decision makers. And yes, you really want to make the right first impression. But humour is something unique to humans, and since humans are the people you are selling to, it can cut through all the noise whilst making your point in a way that connects with people so they listen. You don’t need to be a rip-roaring comedian to be successful at B2B marketing, but it does pay to step slightly out of your comfort zone and show your brand’s personality.

7. More marketing for your buck

Over the festive period, it’s no secret that business owners’ priorities shift from growth to retention. This usually means less competition in the B2B marketplace which broadly speaking means less expense when bidding for advertising services such as Google AdWords, Bing Ads, PPC and LinkedIn marketing. Whilst most decision makers will be preoccupied with Christmas antics and not looking to covert immediately, maintaining an active presence in the commercial space is fundamental to your marketing efforts over the coming year. If you’re keen to learn how you can develop your pipeline, build reputation and brand this Christmas period, this eBook is for you.

8. Stay social in between work socials

Social media channels are an invaluable tool for the modern B2B company, and whilst the extended Christmas break, awkward staff parties and questionable secret Santa unwrapping can take attentions away from updating social channels, ‘going dark’ on social for extended periods of time can have a negative impact on your audience. Use platforms such as hootsuite to plan some form of social presence whilst your team are sleeping off the mince pies!

9. Grab yourself a sherry

And last but certainly not least, take Christmas to reset those batteries and refresh your thinking. Sometimes it takes a two-week winter break and a few cheeky sherries to take an invaluable step back from a project you’ve spent months working so closely on. Coming back in the New Year with a fresh pair of eyes gives you the chance to evaluate your campaign objectively and ensure you’re still aiming for the right stars, and not just following three wise men on a starry night.

Have a bright Christmas  

Lydia KirbyMarketing isn’t just for Christmas
read more

8 tips for growing your email sign-ups

No comments

Email marketing is well established as a key part of any marketing strategy, providing measurable results and a reliable platform for communication. However, according to a recent survey conducted by Econsultancy, 54% of respondents stated a top barrier to conducting effective email marketing is the quality of the company database.

We’ve put together our top eight tips all businesses can implement to increase their database with engaged and quality contacts.

1. Building the database

Having established that email marketing is important and all businesses should do it, the first step in starting your email marketing is to build a database.

2. Use other channel to promote sign up

  • Most businesses will already have a network of contacts which are easy picking to convert into email subscribers
  • Use your corporate email signature to direct attention towards the sign up form
  • Promote newsletters on social media and, where appropriate, printed material can be a great source of data collection.

3. Embed a data capture form

Instead of linking to a sign up page, embedding the form keeps your readers on the page and engaged with the main website content.

4. Placement of the sign up form a/b testing

  • Using the concept of Minimal Viable Marketing™, set the sign up form live and then test it
  • Only test one variable at a time in order to draw actionable conclusions.

5. Keep the form short

  • Don’t put all your work into researching clients/prospects. A simple name, address and company should be enough information for you to work on categorising the contact
  • Remaining contact information can usually be found with an online search, where you will be able to identify job title, industry sector and influence level
  • This is about making it as easy as possible to sign up.

6. Highlight benefits

Tell them what value they will get for signing up and how often it will be received. Are there events, news or industry insight? Remember, this is about the recipients perceived value, so it should be more detailed that ‘what we’ve been up to’.

7. Use the sign-up as a call-to-action

…after a blog post or case study. You’ve written lots of great content that is hopefully delivering people to your site. Use the sign up to capture their information and encourage future engagement with the business.

8. Vary content

Depending on where on the site the sign up form is, content should be varied. Placing the form on the case study page will call for a more corporate tone of voice. Therefore, the sign up form should show that more insights will come from emails rather than shorter blog posts.

A blog post reviewing your last events lends itself well to a call to actions to sign up – so you don’t miss out on future events.

In a nutshell

  • Raise profile
  • Make content targeted
  • Don’t make your subscribers do the work

As the email database grow, businesses are able to take advantage of segmentation, delivering more targeted and personalised campaigns to recipients.

This is the future of email marketing. If you’re looking for advice on how to develop an integrated B2B marketing strategy, get in touch. 

Lydia Kirby8 tips for growing your email sign-ups
read more

What successful business events really look like

No comments

‘Let’s do an event.’ Four words that often send a shiver down my spine. I have worked in the marketing for more years than I care to mention. From supplier side to client side, there is nothing quite like the buzz of seeing something that you have been tirelessly planning for months, come to life. I’ve been involved in planning almost every type of event – sell-out club nights, corporate team building, extravagant weddings, even more extravagant barmitzvahs, concerts, residential conferences and private dinners. But still, when a client says to me ‘let’s do an event,’ it unnerves me.

Don’t do an event for the sake of it

Firstly, business events should never be done for ‘event’s sake’. Without a clear, measurable objective, they run the risk of being an expense with no real demonstrable benefit (I’m sorry but profile raising is not enough).

Do you want to make new connections and cultivate warm prospects? If so, then a well-thought out recruitment plan needs to be laid out before you even set a date.

This will give you the best chance of getting the type of person that you want there to actually attend, and in turn, make the investment worthwhile.

What are the takeaways?

Holding an event to demonstrate your expertise is ultimately the reason why anyone goes to any event. I don’t go to see my favourite band at a concert because they’re average, I go because I think they’re great at what they do (I have deliberately not named them to prevent any weakness in my logic being attributed to personal taste).

However, for a successful business event, there has to be more than just telling everyone how good you are at something. Whilst some people will turn up to the opening of an envelope, the ones that you want to meet probably won’t.

So there needs to be a draw: an easily identifiable, well-positioned message that explains what people will get out of attending. This message will vary, depending on the type of person you want to attract.

  • Are you aiming to teach them something? If so, make sure it’s something they don’t already know inside and out.
  • Are you going to introduce them to their peers? If so, think about whether they will actually want to meet their peers in your chosen setting.
  • Or are you simply going to ply them with free food and drink in the hope that it is enough to make them want to part with their money, and give it to you?

Do it right or don’t do it

All this boils down to having an iron clad business objective and creating an event that is pitched at the right level, to the right people, in a setting that will appeal to them.

Once you have this down, and everyone who needs to be has been included in the concept (which is another blog post altogether), it’s time to plan.

This is the part that makes me happy –a thorough plan, a strict timeline and a smooth project flow. I like a good 12 weeks to plan an event to ensure that all logistics have been covered – venue, catering, invitations, AV – but all too often, the most important part is overlooked.

If you don’t have the right people there, it doesn’t matter how good your canapés are.

Lydia KirbyWhat successful business events really look like
read more