Bright Ideas

The power of an engaged social community

The power of an engaged social community

Building connections that drive success

Social media has become a cornerstone of communication, connection, and business growth. We’ve seen its growth in e-commerce, as a search engine and its use a channel to reach target audiences.

Gone are the days when your follower count would suffice. The quality of engagement matters just as much as the quantity of followers. But an engaged community isn’t just a mere collection of likes and comments either, it’s a vibrant ecosystem where authentic connections flourish – where members actively participate, share insights and initiate conversations.

What’s the magic of an engaged social community?

Build brand loyalty and trust

An engaged community can transform passive followers into brand advocates. Not only will they support your products or services but will likely promote them willingly.

Enhancing customer support

This is something you see a lot with B2C brands as well as SaaS firms and an engaged community can serve as a real-time customer support hub.

Own content amplification

An engaged community will actively amplify content you generate, increasing reach, visibility, and brand awareness.

Driving user generated content

We know content is king, but content from your users about your products and services? Gold dust. The challenge is getting it. An engaged community makes that process a lot simpler and they’ll show genuine enthusiasm for the brand.

Fostering social engagement

Here are some of the things to think about when focusing on increasing engagement from your audiences.

Creating valuable content

Engagement starts with content that resonates with your target audience. Invest time in developing personas and understanding their buyer journey to understand their interests, pain points and preference. Use these insights to craft content that educates, entertains, or inspires to encourage interaction.

Encourage two-way conversations

Engagement is a two-way street. Responding to comments, questions and messages demonstrates you value your community’s input, drives connection and belonging.

Blend the physical and the virtual

When focusing on engagement, it’s important not to look at virtual and physical in isolation. They should work together to increase your reach, drive engagement, and foster your community. Physical events like exhibitions, roundtables, and meetups alongside interactive events like contests, polls, online Q&A sessions, and live interviews inject an element of excitement into your community. These events encourage participation and provide an opportunity for followers to actively contribute.

Showcase user generated content

Peers like to hear from their peers so promoting, sharing, and celebrating user generated content is a great way to encourage contribution.

Don’t focus just on the brand

Your company pages and profiles are a great starting point to driving engagement, but building your community shouldn’t stop there. What can you do as individuals to foster the community? What subject matter experts and industry leaders are within your business that you can use to fuel your community building activity?

Measuring the success of your activity

Good engagement can be tricky to measure. It’s not just about the number of likes, comments, shares or engagement rate. That’s only part of the equation. The other parts of the equation are who is liking and engaging, are they in your ICP? And finally what’s the impact you’re seeing of that engagement? This could be increased conversion of unknowns to knowns, improved engagement and marketing audiences, brand sentiment and even increased revenue.

The future of engagement holds exciting possibilities. Virtual and augmented reality, and AI-driven interactions promise to create even more immersive and interactive experiences. As technology evolves, engagement strategies will evolve with them, redefining the way communities connect and thrive.

An engaged social media community is more than just a digital gathering—it’s a powerful catalyst for success. As the digital and social landscape continues to evolve, nurturing an engaged community will remain a cornerstone of successful social media strategies. Continue to research, use your social media data and audience data to develop strategies that not only increase your reach, but forge meaningful connections.

Sian HeaphyThe power of an engaged social community
read more

The top five use cases for generative AI for B2B marketing

The top five use cases for generative AI for B2B marketing

The launch of ChatGPT in November 2022 propelled AI back into the spotlight. Widely considered as the best chatbot to date, it signifies a step change in the evolution of generative AI and has led many organisations to wonder how best to harness the ever-growing potential of AI.

The applications of generative AI for B2B marketers are numerous and wide ranging, with many CMOs initially prioritising solutions that improve personalisation and the customer journey. Here are the top five use cases we think you should be considering right now:

Content Generation

Generative AI can be used to create high-quality, engaging content for B2B marketing purposes such as blog posts, articles, social media captions, and product descriptions. This technology can also provide personalised content recommendations based on user preferences and behaviour. While this type of AI can undoubtedly save time and effort for content creators, all content needs to be reviewed and carefully edited, bringing in your own industry knowledge and experience. Any content you put out into the public domain should always reflects your brands’ unique tone of voice to ensure it remains authentic and fact checked for credibility of sources and references.

Lead generation

Generative AI such as LeadIQ and Kartra can help identify and generate high-quality leads for B2B marketing campaigns. By analysing vast amounts of data, including user behaviour, demographics, and firmographics, AI models can predict potential customers and generate targeted lead lists. This enables marketers to optimise their lead generation efforts and focus on the most promising prospects. Always remember as marketers, you’re only as good as your data, and never more so than in the age of AI. Prioritising regular data hygiene is a must, along with regularly updating your ideal customer profiles and personas.

Personalised email campaigns

Personalisation is crucial in B2B marketing, and generative AI can play a significant role here. By analysing customer data, AI models can create a personalised experience including ads, social outreach and tailored email content, including subject lines, body text, and recommendations. This level of personalisation increases the chances of engagement and conversion, leading to more effective email marketing campaigns. The caveat here is that personalisation and privacy is a delicate balancing act and marketers must ensure they avoid becoming invasive and use reliable data sources.

Market research and analysis

Generative AI can analyse vast amounts of market data, including competitor analysis, industry trends, and customer behaviour, to provide valuable insights for B2B marketing strategies. By processing and interpreting this data, AI models can generate reports, recommendations, and predictive analytics that help businesses make informed marketing decisions. Again, the quality of the data here is key and must be up-to-date to be most effective.

Chatbots and virtual assistants

AI-powered chatbots and virtual assistants can enhance customer interactions and support in B2B marketing. Generative AI allows these conversational agents to understand and respond to customer queries, provide relevant information about products or services, and even assist with lead nurturing and sales. This technology enables businesses to offer round-the-clock support, improve customer experience, and streamline the sales process.

These are just a few examples of how generative AI can be leveraged in B2B marketing. The next things to consider are, how do I decide what type of AI to invest in first and how do I test different AI solutions? Privacy and security related issues are also a key consideration. Talk to Bright about setting your teams up to be able to autonomously test AI solutions and establishing the guardrails for successful and safe adoption of AI to drive marketing effectiveness and increase engagement with your audiences.

Lydia KirbyThe top five use cases for generative AI for B2B marketing
read more

Activating Agile Marketing: Moving Beyond the Buzzword

Activating Agile Marketing: Moving Beyond the Buzzword

Embrace the rapidly evolving business landscape with the adoption of agile marketing. Discover the transformative potential it holds for B2B organisations by gaining valuable insights from industry-leading marketing experts who have successfully implemented agile practices within their departments.

This exclusive panel delves into the fascinating journeys, challenges and strategies of these marketing pioneers as they transitioned to an agile way of working. Learn first-hand how agile marketing has revolutionised their teams and discover the benefits it can bring your team and organisation.

Our Smarter Marketer panel event delves into;

  1. Agile Marketing Foundations: Core principles in B2B environments.
  2. Building Agile Teams: Mindset, training, and nurturing adaptability.
  3. Establishing Agile Processes: Flexible workflows and communication tools.
  4. Navigating Challenges: Real-world examples and overcoming strategies.
  5. Measuring Success: Key performance indicators for continuous improvement.
  6. Agile Marketing in Action: Case studies from various B2B industries.

Missed the session, watch it on demand!

Access the reframe cards – Activating Agile Marketing edition

Start activating agile marketing with our reframe cards – purposely created to help you and your teams improve your approach to agile marketing, with tips on how to restructure your thinking.

Meet the speakers

Catharina Rozendaal

Catharina Rozendaal is a results-driven marketing leader with a focus on driving growth. As the Marketing Growth Director for Emerging Markets at ADP, she combines her strategic expertise and deep understanding of market dynamics to execute impactful marketing campaigns.

Emily Nicols

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

Sian Heaphy

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

Lydia Kirby

Lydia Kirby is a marketing transformation director with over nine years of experience in the agile marketing methodology. She has worked with B2B tech, consulting, and professional services companies to help them use data and creativity to transform their marketing whilst delivering business outcomes. Lydia is passionate about showing tangible value for marketing and finding creative solutions to business problems.

Reading List

Watched the panel and interested in hearing more? Check out our extended list of agile marketing resources:


5 popular myths of agile marketing
A 5-minute read that dispels myths on agile marketing and how theory comes to life and the true practicalities of agile ways of working.

Getting started with agile marketing
A blog that shares practical tips to adopt agile ways of working in a marketing organisation and how to start on the right foot.


Hacking Marketing by Scott Brinker
A great book that explores how applying software-inspired management concepts can accelerate modern marketing. Giving insight into how greater agility can improve customer experience.

Agile Marketing by Neil Perkin
This book dives into adaptive marketing principles and practices, providing guidelines to redesigning marketing structures, processes and culture, to be fit for purpose in today’s changeable environment.

The 6 disciplines of Agile Marketing by Jim Ewel
An informative read that provides a concise, approachable, and adaptable strategy for the implementation of Agile in virtually any marketing organization.

Other resources:

Agile Marketing Manifesto
An online resources created by marketers to codify agile marketing and create a manifesto for the industry to utilise and reference.

Sian HeaphyActivating Agile Marketing: Moving Beyond the Buzzword
read more

Behind the scenes at Cannes Lions: Emerging trends in creative B2B

A first-hand account of the role of a juror and the trends emerging

Behind the scenes at Cannes Lions: Emerging trends in creative B2B

Unexpectedly, an invite to join the jury of the prestigious Cannes Lions landed in my inbox, thanks to an anonymous nomination. Quite the surprise, and I can’t deny it, I was absolutely chuffed. It’s not every day you’re offered a chance to contribute to such a distinguished process and simultaneously tap into the pulse of emerging trends for the B2B community.

Now, this isn’t any old jury service. This is the B2B Creative Lion category and it’s just in its 2nd year. A ten-strong team of rather remarkable jurors, which it has been a pleasure to meet, we’ve been handed the baton and with it, the responsibility to spotlight the very best of B2B creativity. We’re a diverse bunch, with different stories and backgrounds, but united by one shared goal — to inspire B2B marketers across the globe.

I will pull back the curtain on this journey — give you an insider’s view of our deliberations, a glimpse at the standout trends, and a deep dive into what really happens in a Cannes Lion jury room.

The jury assembled in May, and we are deep in the throes of the first round of judging, with the deadline steadily approaching. This stage is rigorous and immersive, an explosion of creativity, clever marketing ideas and beautiful crafting of creatives, it offers a fascinating glimpse into the evolving landscape of B2B marketing.

Blurred lines between B2B and B2C marketing

One trend that stands out is the blurring of B2B and B2C marketing lines. B2B campaigns are increasingly employing emotion-driven, personalised elements often found in B2C marketing, resulting in more engaging, human-centred experiences.

Redefining the B2B aesthetic

Bold colour palettes and daring design choices are challenging the traditional, more reserved B2B aesthetic, signalling a shift towards a more vibrant visual language. Combined with the emphasis on clear and simple messaging in the most impressive creative ideas. Amidst the clamour for attention, straightforward messages still hold their ground as the most effective.

A fresh take on creative playfulness and emotional depth has also surfaced in the entries, amplified by the refined use of omnichannel marketing strategies. These campaigns resonate deeply with audiences, reflecting the maturation of the industry.

Business value at the forefront

Marketers have made significant strides in leveraging data and insights, aiming to deliver not only creative campaigns but tangible business value. Personalised experiences, enabled by the blending of channels and tactics, are on the rise, fuelled by the quest for a seamless buyer journey.

Brands rallying around a cause

Interestingly, many submissions underscore a compelling shift towards purpose-led partnerships. Brands are aligning with causes and missions that resonate with their audience, leveraging shared values to cut through the noise. This approach builds authentic connections, deepens brand engagement, and proactively supports many noteworthy causes.

The tech-savvy marketer

The emergence of Web3 and AI technologies within campaign execution, a shift towards a more digital, automated marketing landscape. Clever campaigns tuning into tech-savvy audiences are making the most of emergent channels such as NFTs or AI tools to harness the power of AI for personalisation. These campaigns have fine-tuned their messaging for specific industries or individuals. Demonstrating a next-level understanding of not just where the audience is now, but where they are heading.

The quality of the submissions is high, signalling that B2B marketing is moving up a gear and redefining benchmarks of creative excellence.

I’m excited to continue the journey towards shortlisting the final contenders, and I’m looking forward to the time spent discussing the entries with my fellow B2B jurors, without a doubt, there will be some lively debates on who makes the cut.

I’ll continue this series, documenting the intriguing process behind the scenes at the Cannes Lions Awards. Keep an eye out for the next update.

Zoe MerchantBehind the scenes at Cannes Lions: Emerging trends in creative B2B
read more

Change enablement: unlock the true potential of your people

Change enablement: unlock the true potential of your people

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

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

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

Download your change enablement toolkit

Alexandra JefferiesChange enablement: unlock the true potential of your people
read more

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

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

The key to driving engagement and marketing outcomes through customer perception

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

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

The importance of customer perception

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

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

The customer’s voice: a catalyst for engagement

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

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


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

Shifting to a customer-centric marketing approach

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

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

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

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

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

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

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

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

Alexandra JefferiesAmplifying the Customer’s Voice: The Key To Driving Engagement
read more

Empowering your transformation – importance of change enablement

Empowering your transformation – importance of change enablement

Are you encountering resistance when going through business change and transformation? Perhaps you’ve started on your transformation journey and are encountering confusion or stagnation. We’ve seen it first hand, and that’s why we’re excited to present our exclusive on-demand content for the Smarter Marketer panel event.

Our panel brought together the brightest and best minds in the industry to dive into the world of change enablement and how you can bring your team on the journey to realise the power of change enablement.

We want to give you as marketers the power to do great work – check out our Smarter Marketer Event on change enablement; a 45 min panel discussion featuring the savviest marketers in B2B and can share their secrets behind seamless transitions, how to cultivate adaptability whilst boosting productivity and team morale.

Missed the session, watch it on demand!

Access the reframe cards – empowering transformation edition

Get started with change enablement with our reframe cards – purposely created to help you and your teams cultivate adaptability, and boost productivity, morale, and engagement in your change and transformation programmes.

Meet the speakers

Nick Sunderland

Nick, Director of Programmes at Boots, is an experienced leader who recognises the importance of change enablement in driving effective transformation. With an MBA focused on strategy from Edinburgh University, Nick is a skilled business development professional who brings valuable knowledge and experience to the table. We look forward to gaining insights from his expertise on change enablement.

Lucia Adams

Meet Lucia, an experienced transformation leader, consultant and coach. Lucia has over 25 years’ experience in companies such as: Bauer Media Group, The Times and Sunday Times as well as running her own consulting business supporting a wide variety of businesses and sectors.

Alex Jefferies

Alex is a change enablement expert with over a decade of experience in communications, culture, and change. Their passion lies in creating impactful and timely content and communications that drive positive change.

Zoe Merchant

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

Reading List

Watched the panel and interested in hearing more? Check out our extended list of design thinking in marketing resources:


  1. Atomic Habits by James Clear
    A great book that highlights how small changes can grow into such life-altering outcomes, uncovering simple hacks that have a revolutionary effect.
  2. Make Change Happen by Ian Coyne
    This book delves into the secrets of successful, well-managed change, from ideas to implementation.
  3. Do Disrupt: Change the Status Quo or Become It by Mark Shayler
    A fantastic book that helps create or refine ideas and take them concept to market.
  4. What You Do Is Who You Are – How to Create your Business Culture by Ben Horowitz
    This book delves into the all important question, how do you create and sustain the culture you want? Sharing how to make your culture more purposeful.
  5. Switch by Chip and Dan Heath
    A great book focusing on change and why we insist on seeing the obstacles rather than the goal.
  6. Contagious Culture by Anese Cavanaugh
    A great read that focuses on improving your leadership presence, setting yourself up for success and creating a space to share your vision.
  7. Leading Change by Kotter
    This book focuses on the 8-step process that every company must go through to achieve its goal.

Articles, podcasts, and videos:

  1. Think Fast, Talk Smart by Stanford Business
    Join Matt Abrahams, lecturer in strategic communication, as he sits down with experts from across campus to discuss public speaking anxiety, speaking off the cuff, nailing a Q&A, and more.
Sian HeaphyEmpowering your transformation – importance of change enablement
read more

Why experimentation is crucial in marketing

Why experimentation is crucial in marketing

Are you feeling like your marketing strategies are stuck in a rut? Do you find yourself using the same tactics time and time again, only to see underwhelming results? We know the feeling, and that’s why we’re excited to present our exclusive on-demand content for the Smarter Marketer panel event.

Our panel brought together the brightest and best minds in the industry to explore what experimentation means to them, how they’ve used experimentation to enhance marketing activity and how this can help improve the ROI of marketing efforts.

We want to give you as marketers the power to do great work – check out our Smarter Marketer Event on experimentation; a 45 min panel discussion featuring the savviest marketers in B2B and can help provide inspiration, the pitfalls to avoid, and how to harness experimentation to take your marketing efforts to the next level.

Missed the session, watch it on demand!

Access the reframe cards – experimentation edition

Download our experimentation reframe cards – purposely created to help you and your teams experiment more, challenge assumptions, improve marketing effectiveness and ROI.

Meet the speakers

Lydia Kirby

Lydia is passionate about using experimentation to demonstrate the measurable impact of marketing strategies and finding innovative solutions to business challenges. She enjoys collaborating closely with clients and leveraging agile marketing methodologies to rapidly test and iterate on ideas.

Sian Heaphy

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

Harriet Durnford-Smith

As the CMO at Adverity, Harriet is a seasoned marketing leader who understands the importance of experimentation in building effective customer-centric strategies. With her extensive experience, she oversees all aspects of the company’s marketing operations, driving her team to test new ideas and approaches in pursuit of meaningful growth.

Rosalind Hill

Rosalind is a strategic marketer who uses experimentation to make data-driven decisions and deliver exceptional customer experiences. Passionate about customer-centric strategies, Rosalind uses experimentation to identify new opportunities, craft engaging content, and optimise campaigns to drive business growth.

Reading List

Watched the panel and interested in hearing more? Check out our extended list of experimentation in marketing resources:


  1. Think Again: The power of knowing what you don’t know by Adam Grant. A great book about why experimentation is important and why you need to challenge your thoughts, knowledge and opinions
  2. Experimentation Works: The Surprising Power of Business Experiments by Stefan H. Thomke. A book covering best practices for business experimentation and key things to think about

Articles, podcasts, and videos:

  1. The surprising habit of original thinkers – Adam Grant A TED Talk on the characteristics and habits of original thinkers and how they drive creativity and innovation
  2. A step by step guide to business experiments: Eric T.Anderson and Duncan Simester Exactly what it says on the tin a step by step guide to executing experiments
  3. Building a culture of experimentation – Stefan Thomke A look at the cultural considerations for scaling experimentation within teams and organisations
  4. Revenue Vitals – Chris Walker A podcast from the CEO of Refine Labs  on what it takes to build a high growth company
Sian HeaphyWhy experimentation is crucial in marketing
read more

Embracing Experimentation: Becoming a Marketist

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

Embracing Experimentation: Becoming a Marketist

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

Experimentation matters

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

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

4 key elements to enable experimentation

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

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

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

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

Alexandra JefferiesEmbracing Experimentation: Becoming a Marketist
read more

Building a strong marketing team

Building a strong marketing team

Your people and teams are one of your biggest assets. But when they aren’t functioning properly or in a cohesive way they can also become your biggest blocker to success. Are they communicating effectively? Do they have a clear vision of what needs to be accomplished? If you’re having trouble with your team’s performance, it may be time to look at how well they work together.

Assessing the way your team collaborates is an essential first step towards understanding where dysfunctions may exist in your team and how to overcome them. Lencioni’s five dysfunctions of a team provide a useful framework for assessing whether your team members are working well together, focusing on the behavioural patterns that can be counter-productive if left unchecked.

Recognising where your teams are showing dysfunctions

There are a few characteristics you can look out for that can help you identify where your team may be susceptible to any of the five dysfunctions:

DysfunctionTraits to look out for
Absence of trust
  • Team members reluctant to be vulnerable with one another
  • Unwilling to admit weaknesses, mistakes or need for help
Fear of conflict
  • Team members are unwilling or guarded about sharing ideas and opinions
  • Discussions are veiled or lots of backchannel comments
  • Individuals unwilling to address key issues in meetings
Lack of commitment
  • Lack of transparency across the team on activity and progress
  • Ambiguity is common within your team
  • Lack of commitment towards decisions made
Avoidance of accountability
  • Individuals hesitate to call out their teammates when demonstrating bad behaviours
  • Teammates hesitate to challenge plans and approaches
  • Team members do not care about letting down their peers
Inattention to results
  • Teammates unwilling to deprioritise or step out of their role to support overarching goal
  • Teammates are not phased when team goals aren’t met
  • Teammates don’t celebrate or recognise work / contribution of others

Building trust

Building trust among team members is essential to any workplace environment as it encourages open communication and makes collaboration easier and more efficient. If this isn’t nurtured, it can lead to a silo mentality in which innovation, cohesiveness and productivity deaden. Senior marketers must get their teams to understand the importance of looking out for one another and working together efficiently. Regular activities that promote feelings of camaraderie such as teambuilding events or peer-mentoring programs help foster the trust needed for any effective team environment.

There are also several design thinking tools that can help align teams and build trust:

  • Team alignment maps are a great way at a project level to ensure individuals are clear on the objectives, team roles and to openly discuss, document and where possible resolve risks and issues that can cause distrust or conflict down the line.
  • Adding team charters to the above is a great way to also agree how they work together, the principles, values, and behaviours that teams will live by to generate better trust. Balancing this with agile marketing values is also a great mechanism for creating better psychological safety.

Engaging in conflict

Conflict is a natural part of team dynamics, and savvy senior marketers often see it as an opportunity for progress. If there are dissatisfactions within the team that have not been adequately addressed or if debates tend to lead to strong disagreements that obscure a potential solution, then engaging in conflict can be a powerful tool. Conflict offers the possibility of looking at existing problems in new ways, as well as introducing ideas that may not have previously been considered. When harnessed correctly, engaging in conflict can assist senior marketers to find solutions that elevate their teams beyond what they could potentially achieve working alone.

What does that mean in practice?

  • Part of this is thinking about how you make space for individuals to feedback and for debates and disagreements to take place. Retrospectives can be a great tool here to highlight what didn’t work or what teams need to do differently moving forward in order to deliver business outcomes
  • Sometimes conflict happens due to a lack of clarity, generalisations, assumptions, or judgements. Team alignment maps can be useful here, but also working and coaching your teams to respond rather than react is also important. Ask questions, clarify what is being said in order to be more accurate and factual
  • Facilitators and coaches can be useful in this instance to help individuals express disagreements constructively and help ensure conversations use non-violent language

Driving commitment

Working together effectively to drive success requires each team member to be invested in the desired outcomes. Without the commitment from everyone, momentum is quickly lost, and progress slows. Senior marketers need to ensure that their teams are both inspired and motivated by the vision they’re striving toward while having a clear understanding of what’s expected of them. By promoting an environment of enthusiasm, understanding and collaboration, seniors can help drive commitment within their group and direct teams towards producing their best work.

Elements of what have been discussed previously can be useful here, particularly the team alignment map. Other things to consider here are your sprint planning, reviews and retrospectives as ways to align teams to vision and outcomes, clarity of ownership and celebrate the successes and learnings along the way.

Holding each other accountable

Senior marketers need to be able to hold the members of their teams accountable for the tasks they are assigned. This is especially important if there are inefficiencies in the workflow that need to be addressed. From ensuring projects get completed on time, to properly executing strategies and plans, every member of the team must take ownership for overall success. The key is creating a culture where problems can be flagged up openly and discussed without fear so that tasks don’t slip through the cracks. By holding each other accountable and having honest conversations, senior marketers can make sure everyone on their team is doing their part and working together successfully.

There are a few things marketing leaders can think about here:

  • Sprint planning and stand-ups are useful ways to help individuals plan, own, update and ultimately be accountable for their activity.
  • Implement the team charter as a way for teams and individuals to own their behaviour and how they interact and engage with employees and consider including how you will resolve issues as they arise

Attention to results

We’re human, which means it’s very easy for us to put our own needs (career development, recognition etc.) ahead of collective goals and results. Identifying when ego is behind the wheel of discussions or decision-making and finding ways to move past it can help ensure projects stay on track. To achieve collective results while also encouraging team input, try suggesting alternatives or inviting external experts for impartial advice if needed. The goal should always be getting all members aligned to guarantee an effective workflow that produces the desired results.

Agile ways of working inherently create opportunities for teams to check in, review progress against results and identify areas for improvement – in activity as well as how they work together as a team.

Moving your teams in the right direction

Across all these dysfunctions, leading by example, creating an environment where individuals feel safe and recognising and rewarding the right behaviours are critical to moving your teams in the right direction. When your teams can build trust and be vulnerable with each other, engage in productive conflict, drive commitment, and hold each other accountable to achieve collective results you’ll start to see the benefits not only in terms of improved productivity and results, but also happier teams.

Want to understand more about improving team cohesion? Get in touch today.

Sian HeaphyBuilding a strong marketing team
read more