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.

Driving leads with agile marketing

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
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Agile in action: Transforming events at pace

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
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The ultimate working-from-home survival guide

The ultimate working-from-home survival guide

Outlast the outbreak from your home office

As the Covid-19 crisis continues to engulf the world, it will undoubtedly change the way we work. You and your team are probably working from home already. You may have been given a timeline of two weeks or you have simply been told to stay home for the foreseeable future. Whilst a few days at home is a welcome, relaxing break from stressful commuting and in-person meetings, staying productive can be challenging and long periods of isolation can be damaging to your mental health and overall team morale. To help you stay sharp, positive and productive, follow these top tips for outlasting the outbreak from your home office.

Ensure a productive workday

Get ready as if you’re about to catch the Tube

Shower, eat breakfast and yes, get dressed. Whilst working comfortably in your cosy pyjamas on the couch is the most attractive aspect of working from home, it won’t help you snap into work mode. In fact, you’re more likely to feel tired and groggy. Plus, you’ll want to feel confident calling in to meetings — you’ll probably be asked to join meetings with your camera on, as companies will want to ensure effective communication during this crisis.

Write a to-do list

Once you’re up and feeling refreshed, you’re ready to tackle your to-do list. 30% of remote workers said they feel more productive with a to-do list. Grab a notebook and jot down things to do — work-related and personal — to help you plan your day. But of course, there’s an app for that too, if you’re looking for a greener option to task management.

Try to categorise or sort by morning, afternoon and evening to help you stay productive. Trust us, there’s nothing better than ticking off your list at the end of a day – and what a great excuse for relaxing at the end of the day!

Start working at your normal working time.

If you’re normally in the office at 8.30am, turn your computer on at 8.30am.  Even if you don’t have morning meetings, keeping your normal routine will help you get motivated quickly. The last thing you want to do is start late and end up working late to make up for it. However, you may decide you need to shift your working hours, and that’s fine. This is your chance to set a working schedule that works for you — and your health.

Keep track of tasks and deadlines

Stay organised

Along with that to-do list, it’s important to keep a list of objectives and deadlines for the day or week. You’ll also want to keep a clean desk, desktop and filing system. The latter is especially critical if you’re working in Microsoft Teams or Monday.com in which documents easily get lost without a standardised filing system.

Be active in group chats

Whether you’re using Microsoft Teams, Monday.com or Mural, be sure that you’re visibly ‘at work’. That might mean answering queries, posting a status update on what you’re working on, offering to take on a task, or participating in a public conversation.

Just remember that this doesn’t mean that you have to be furiously working and posting non-stop. You can take breaks. It’s perfectly fine to appear to be ‘away’ during the day. We’re striving to keep our normal working routine here, not turn you into a superhuman working-from-home machine!

Focus on your health

Schedule breaks

To build on that point, studies show that workers take fewer breaks when working from home. Perhaps it’s the fear of not being there to answer an email or IM. No one wants to look like they’re slacking. But you need to give your mind (and eyes!) a break from your computer screen every now and then, just as you do in the office. Set aside a few minutes a day to do yoga, make a cup of tea, read a book or go for a walk to clear your head.

But not all breaks are healthy. Mindless online shopping or Facebook browsing won’t help you focus later. See these tips on how to avoid taking unproductive breaks.

Don’t forget to eat

I know, sounds impossible right? But in reality, working from home can throw off your normal eating schedule. When you get so buried in a task at home, odds are there isn’t anyone there to invite you to lunch. Schedule an hour’s lunch break every day. Put it in your calendar if you need to, to remind you and your co-workers.

And during this crisis, it’s more important than ever to avoid junk food and binge-eating that can be detrimental to your health. Nutritionist Natalie Burrows offers top tips for eating well to support your immune system and prevent infection.

Get outside (if you’re not self-isolating!)

If you or someone you live with is showing symptoms of Covid-19, WHO recommends self-isolating in your home for at least 7 days to prevent the spread of infection.

If you’re healthy and not showing symptoms, you’re probably practicing social distancing — but that doesn’t mean you can’t leave your home.  As you won’t be walking to work or the Tube, your body will miss that little bit of exercise! Stretch your legs with a quick pop to the shop or a walk around the neighbourhood. To stay in peak health, be sure to get a bit of fresh air and vitamin D when you can.

Studies actually show that walking alone can boost your immune system dramatically. Men and women who walk at least 20 minutes a day, 5 days a week had 43% fewer sick days than those who walked once a week or less.

End your day at your normal working time

Surprisingly, studies show that working from home often leads to longer working hours. But shutting off at your normal time is important for your health. Just because you don’t have to commute, doesn’t mean you need to continue working. If you normally end at 5.30pm, sign off and close your laptop. Being available 24/7 won’t help you stay productive or impress your manager – it will only make you more tired, grumpy and ineffective, or worse, susceptible to illness.

Tips for managers

Trust your employees to do the work

This extended period of working from home will test your team’s ability to stay self-motivated and meet deadlines – and your management skills. Whilst it will undoubtedly be tempting, this is not the time to start micromanaging. Your team will need some time to adjust to working from home – balancing a work schedule from home with daily family life isn’t easy!

Plus, studies show that you have nothing to worry about. Remote workers tend to work a full shift and take fewer breaks. They actually end up working 1.4 more days per month than office workers on average! They’re also less likely to get distracted, and most find it easier to complete creative tasks when at home.

Communicate clearly online

So, how do you stay involved and in control as a manager but avoid turning into a burdensome micromanager? State objectives, tasks and deadlines clearly in your task programme. Assign and tag your team members to each task and be sure to answer queries as quickly as possible.

But whilst written communication is important and efficient, this is the time to focus on encouraging face-to-face communication as much as possible. Set up daily Scrum stand-ups, especially if your team is used to working in an agile way, and be sure to use video. This will help you provide key context, answer queries and avoid miscommunication.  If video calls and stand-ups are new to your team, send across helpful guides to let them know what’s expected from their participation.

Use the right tools

We’ve mentioned a few communication tools and software that we use, but you really have your choice of software for your team’s needs. Microsoft Teams is the perfect tool for chatting and collaborating, and Monday.com is handy for planning, tracking and assigning tasks. We’ve recently adopted the sticky-note app Mural for streamlining daily meetings and stand-ups. All are visually intuitive, simple and easy to use.

Boost team morale

Work hard, play hard — even at home! This extended period of time away from the office calls for a focus on keeping the team spirit alive and well. Plan virtual coffee breaks, lunches and games to bring the team together as often as possible (without overloading their calendar of course!). It’s important to open up time for chatting and banter, not just meetings. Here at Bright, we’ve set up Bright Olympics to play a few short games and chat over coffee to stay in touch.

We’re all in this together

The Covid-19 crisis is affecting us all. Businesses are now under tremendous pressure to keep things running smoothly but setting up remote working and ensuring productivity is a challenge for both management and the team. By following these tips, we hope you’ll be able to find and provide some much-needed security for your company in the year ahead. If you need help adopting new ways of working to support your newly remote team, schedule a virtual coffee break with the Bright team today or get started with an Agile Hub.

With extreme disruption across global markets from Brexit, Black Monday and the Covid-19 crisis, marketers who find new ways of working with agility and pace are more likely to thrive and survive during such uncertainty. Watch our webinar, a knowledge-sharing event about agile marketing transformation:  Explore the future of B2B marketing trends: agile marketing survey findings and QA.

For more tips on outlasting the outbreak, check out our latest post on Transforming events at pace.

Lydia KirbyThe ultimate working-from-home survival guide
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What is Agile Marketing?

What is Agile Marketing?

It’s not just a buzzword – defining what agile marketing is, what it means for B2B and why it works.

This is the era of Agile. The ascendancy of experimentation and strategic thinking. The reign of data-driven insights. No matter your industry, everyone seems to be ‘going Agile’. Truth is, following the tech and internet revolution and the rise of Silicon Valley, every industry has had to shift to a more tech and data-driven mindset. And marketers are no different, what with our constant need to be customer centric at the forefront of market change.

But what does it actually mean to be agile in the B2B marketing industry? How do you apply an agile approach to your marketing? Most importantly, why would you leave your proven, traditional marketing techniques behind for new ways of working?

Breaking it down

To put it simply, agile marketing is exactly what it sounds like – the application of agile methodology across your marketing. However, that doesn’t give us enough to apply it effectively. In fact, you need to consider your organisational goals and how to drive the change in behaviour that’s needed for embedding a new way of working with your people, process and technology. Agile has a lot of its own lingo, so let’s take a deeper look at the key terms you’ve probably come across, and how they all work together to form an agile marketing approach.

The Basics

Agile Methodology

In 2001, visionary software developers wrote the Agile Manifesto, highlighting the vital importance of discovery and experimentation in software development. To help others build better, more customer-centric products, they detailed the need for “Individuals and interactions over processes and tools, working software over comprehensive documentation, customer collaboration over contract negotiation and responding to change over following a plan.”

Agile ways of working

Adopting an agile mindset demands redefining your marketing operational model. Where traditional marketing is restrictive, agile emphasises the freedom to be daring in your concept creation and tactics. Rather than spending months planning a solid campaign strategy, an agile marketing team takes a minimum viable approach to take an idea to market as fast as possible in order to test it with the target audience. This of course requires greater collaboration and more effective communication across teams. Don’t worry though, the hard work pays off in the end – with a noticeable boost in efficiency and productivity.

Data vs. insights

We could write an entire book on the importance of being data driven. In short, there’s a clear difference between simply gathering data about your target audience and using that data to your advantage. The most important aspect of an agile marketing approach is to turn your data into actionable insights – really dig deep into who your audience is and what solution they need, to help you build marketing strategies that make an impact.

 Sprints

Having adopted agile ways of working, your marketing team will start running campaigns in short bursts – usually within two or three-week intervals called ‘Sprints’. In Sprint 0, you’ll set up data tools to continually gather insights, and create content needed for the campaign. In Sprint 1, you’ll send it all out and test it with a specific section of your audience – say, your followers on LinkedIn. Then, in Sprint 2, you’ll take what you learnt in Sprint 1, iterate, and test again. And so on and so forth.

The Process

Test

So, how do you test, learn and iterate the agile way? By taking your concept to market as fast as possible, you’ll gain valuable time for measuring its effectiveness with your target audience. Did anyone click on your ad? How many responded to your emails? Did you receive any negative feedback about your content or design?

Retrospective

At the end of each sprint, you’ll take a hard look at those actionable insights. Taking note of what worked best with your audience and what failed to impress will help you gain a better understanding of your customers’ needs and what you need to do to reach them in the next Sprint.

Iterate

If you’ve learnt that your concept is working – great! Keep going and expand it to a wider audience. If it isn’t, change it up with a new image, subject line, USP, etc. In this iteration phase, you’ll make all improvements needed to get the results you want in the next Sprint.

This is an infinite cycle of continual testing, learning and improving that you can use throughout your campaigns and projects.

The Benefits

Agility

It’s clear that an agile marketing team is more efficient, effective and empowered. With an agile mindset, your marketing team will work more collaboratively to produce and experiment with new ideas that are more daring and innovative. What’s more, they’ll gain the skills to spring into action when needed, ready to adapt their campaigns and strategies accordingly.

 Keeping Pace

Injecting agility into your marketing, is the key to keeping pace – or keeping up- with constant change in the market and the ever-changing demands of your customers. Without a doubt, this is one of the best benefits to adopting an agile marketing approach – the ability to accurately identify and take advantage of opportunities in the market for business growth and brand development.

Fit for purpose

With an agile marketing approach, you’ll see better results and improved performance. What’s more, it’ll become fit for purpose – perfectly aligned with your business goals.

The Future is Agile

There you have it, a clear breakdown of what it means for B2B marketing to be agile. As our world continues to become more digital and tech-focused, the agile approach will continue to evolve with the market, steadily gaining momentum in its influence.  Adopting agile marketing and data-driven ways of working will become essential to success in B2B marketing.

Want to learn more? Check back next week for detailed look on Getting Started with Agile Marketing!

 

 

Lydia KirbyWhat is Agile Marketing?
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Making the most of your martech stack

Making the most of your martech stack

How to optimise your existing marketing tools and empower your team to use them effectively through agile ways of working

The world of martech (marketing technology) can be quite a murky place. What tools are out there? Which ones are best for your needs? And how do you make them work for you to achieve your goals? Let’s wade through the muck to find the answers.

Picture this: You’ve got data spread across your organisation in various CRMs, data lakes and even a few Excel sheets. To put it plainly, your data has more duplicates than an identical twin convention – but you know there’s valuable customer and prospect data hidden deep within, just waiting to be utilised. If only you had the tools to get it all in order, you’d be the marketing Rockstar of your organisation!

And so begins your quest for the latest and greatest martech tool, suffering through demos with approximately 34 different sales reps. They make each tool look better than the last and you agree that you would like to use every single one. But, here’s the catch – you don’t actually need them. Well, not all of them at least.

Fix before you buy

Like the old adage that your mother used to say, “we have food at home” – or in other words, take a look at what you already have, then decide what you really need. So, before you go on that endless hunt for a new marketing tool, make sure you’re really making the most of your current tools and take a real look at the goals you want to achieve. To do this properly, there are two crucial places to start: data and education.

Get your databases clean, up to date, and most importantly, compliant, before deciding on your next steps, or you risk falling into the same pitfall as many organisations before you. You’ll take your bad data from one tool to the next which then won’t deliver any tangible business benefits, because guess what? The data you’re feeding it is terrible. You’ll need a solid foundation to clean your database – clear targeting criteria and personas.

The next step is to make sure your team is using your marketing tech properly. Take marketing automation tools for example – we love them for the power they give us to run campaigns, send emails, create landing pages and much more with great ease. Their downside? That power is available to all your colleagues, and the temptation to abuse it is strong – why not send this email to a few more personas? Will it really hurt the click / open / bounce rate? Yes, yes it will.

And on top of that, marketing automation tools will happily put restrictions in place to stop unnecessary email sends that may hurt their bounce rates. Suddenly that great tool you had doesn’t look so shiny and bright when you have one hand tied behind your back because the new marketing intern sent the quarterly newsletter to your entire database. How can you avoid this? To quote a mid-90’s Tony Blair, ‘education, education, education’.

Inject agile into your marketing

A simple solution is to adopt agile ways of working.

With a test, learn and build approach, your team will gain the skills and know-how for using and optimising your tools properly and effectively. With an expert team you can trust, you’ll make the most of your existing tools while testing new tools with ease. What’s more, you’ll learn to integrate and maximise the value of your automation tools across your business as a team – streamlining marketing activities and delivering reports with clear KPIs.

It’s easy to assume that the perfect martech mix is only achievable with the latest top tools on the market.  However, the more you invest in your current marketing tools with greater support, knowledge-sharing and training within your team, the more value your users will get out of your system – making it more effective and better performing. A winner all round. Rock on, Rockstar.

Want to learn more about agile marketing? Check out our agile marketing hubs.

Lydia KirbyMaking the most of your martech stack
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A favo(u)rite game: Localising content for British and American audiences

A favo(u)rite game:  Localising content for British and American audiences

In 1773, the Americans dumped 342 chests of British tea into the Boston Bay. In 1775, they thought they had seen the last of us when they sent our Redcoats home.  Yet, in 2019, they’re still speaking the Queen’s tongue…or are they?  While we may seem to speak the same language, the truth is that there are many surprising differences between British and American English and they are a powerful force in affecting meaning.

But if you’re not a linguist, why should you care about the differences between British and American English? Because while Content may be king, Localisation is queen, and she rules with an iron fist. All marketers must learn to localise their content in order to connect with British or American audiences.

Localisation is the art of adapting your messaging to the language requirements and cultural preferences of your intended audience. In truth, it’s the key to generating leads in cold marketing and a simple way to make an impact in a new market. Decide against localising, and you risk damaging your global brand. The last thing you ever want to do is break the connection between your audience and your marketing message.

For example, try telling an American that you’d be happy to discuss your offer in a fortnight’s time once they’re back from holiday, or that they can avoid the queue by filling in the timetable attached – pip them to the post, mate! Not that you would ever write either of those sentences, but you get my point – use the wrong dialect in your messaging and you’ll only succeed in confusing your audience.

To help you drive better marketing results, we’ve gathered the following comprehensive list of the differences between British and American English. Consider it your go-to guide for localising your content with ease.

Looking to further improve your marketing results and performance? Check out how we achieve results at pace through agile marketing.

Lydia KirbyA favo(u)rite game: Localising content for British and American audiences
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What successful business events really look like

What successful business events really look like

‘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.

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Lydia KirbyWhat successful business events really look like
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8 tips for growing your email sign-ups

8 tips for growing your email sign-ups

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. 

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Lydia Kirby8 tips for growing your email sign-ups
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3 ways that Marketing Automation can help your B2B marketing activity

3 ways that Marketing Automation can help your B2B marketing activity

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.

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Lydia Kirby3 ways that Marketing Automation can help your B2B marketing activity
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Marketing isn’t just for Christmas

Marketing isn’t just for Christmas

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  

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Lydia KirbyMarketing isn’t just for Christmas
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