Blog
Webinar: From metrics to meaning: Showing the value of brand and demand in B2B
Senior B2B marketers are still stuck trying to prove the value of long-term brand investment. Still battling short-termism. Still explaining – again - why awareness and trust are just as important as leads and pipeline value. In this webinar we'll be sharing how agile ways of working help align brand and demand, break down silos, and build a marketing engine that connects to commercial goals.
Driving greater impact: Insights from the B2B marketing leaders dinner
At the latest Bright B2B Marketing Leaders Dinner, senior marketing leaders gathered to discuss how agile marketing operations are helping teams sharpen focus, drive efficiency, and make smarter decisions in an environment where budgets are tight, AI adoption is accelerating, and commercial impact is under scrutiny.
On-demand webinar: Growing audiences and driving engagement in B2B publishing, media & events.
Calling all marketers in publishing, media and events, this webinar is not to be missed!
Reading list: Grow your audiences and drive engagement
Welcome to a curated collection of inspiring and insightful reads and podcasts to help you boost the impact of your marketing in the B2B publishing, media and events industry.
Reframe cards: Publishing, media and events edition
This edition of our Reframe cards have been created especially for marketing teams working in publishing, media and events, and are designed to challenge thinking and uncover key learnings, to help refine strategies, optimise performance, and drive audience development for greater engagement and bus
Why traditional marketing fails – and how agility future-proofs your team
For B2B senior marketing leaders with good sized teams, the challenge isn’t just about keeping up; it’s about staying ahead. The ability to pivot quickly, effectively, and with minimal waste is no longer a nice-to-have—it’s a commercial imperative. And that’s where agile marketing skills make all the difference.
The big 6: How agile marketing drives operational success
In our recent panel discussion with marketing ops experts, we focused on how agile marketing is transforming marketing operations. We’ve summarised the six key drivers for success here in this briefing note.
Adapt or fall behind: How Agile Marketing powers marketing operations
Our expert panel explore how agile marketing drives operational improvement, creates a culture of continual learning, and boosts overall marketing effectiveness.
Adapt or fall behind: How Agile Marketing powers marketing operations – Reading list
Welcome to a curated collection of inspiring and insightful reads and podcasts to help you boost the effectiveness of the marketing function within your organisation.
Key takeaways from the Marketing Leadership Dinner: AI Activation in B2B Marketing
The Bright B2B Marketing Leaders Dinner served as a platform for senior marketing professionals to explore AI adoption in complex B2B environments. This briefing summarises the core themes from the event.
5 common barriers to adopting agile marketing … and how to overcome them
Adopting agile marketing can revolutionise your team's efficiency and creativity, but the road to getting there isn't always smooth. Many companies face hurdles that hinder the full potential of agile practices. In this article, we'll break down five common barriers that could stand in your way when embracing agile—and how to successfully navigate them.
A/B testing: An agile marketing approach to B2B marketing optimisation
At Bright, we believe the key to success lies in continuous improvement and data-driven decision-making. That's where A/B testing comes in – the best unkept secret for optimising your B2B marketing efforts in this dynamic environment. It isn’t just about why you apply A/B testing but also how you apply the methodology to make it work.
Maximising marketing impact with Agile Target Operating Models (ATOMs)
Successful marketing operations hinge on creating a solid Target Operating Model (TOM) that aligns day-to-day activities with strategic goals, providing a flexible framework that links business vision to objectives and supports adaptability. At Bright, we help organisations through this process, collaborating with leading B2B companies to build Agile Target Operating Models (ATOMs).
Building high performing B2B teams: Powered by agile marketing
We’ve created an exclusive checklist packed with industry insights and practical advice on how to build a high performing B2B team powered by agile marketing. Whether you’re looking to enhance your team’s adaptability or drive better results, this helpful resource is designed to increase impact and inspire new, effective ways of working
FinTech marketing challenges – insights from industry roundtable
Insights into the key challenges FinTech marketers are facing right now.
Communicating marketing value to the C-Suite: A strategic and agile approach for B2B Marketers
Securing investment from the C-suite hinges on effectively communicating the value of marketing efforts. Senior marketers in mid to large firms must demonstrate a balance between short-term demand generation and long-term brand building while showcasing resilience and adaptability.
Feeling stuck? How to reignite your marketing strategy for success
Whether your strategy isn't delivering the desired results, you’re struggling to make informed data-driven decisions, or finding it difficult to adapt to constant changes in the marketing landscape, we’ve compiled a list of models, tips, and tools to help you and your team improve your marketing effectiveness.
Crafting the perfect name: a guide to naming your solution
At Bright, we've supported many B2B marketers to craft a new name for their solution. It can be an expensive mistake if you get it wrong. Check out our easy to follow infographic which shows the essential steps to follow to make sure you get it right first time.
Evolving strategies for marketing leadership: Insights from the Bright B2B leaders dinner
Agile marketing, the foundation of Bright’s ethos to help marketers demonstrate value through delivering great work; champions adaptability, customer centricity, and efficient collaboration. The introduction of RevOps expands these benefits across all revenue-generating functions, through improved alignment, efficiencies and effectiveness, and quantifiable growth against shared goals.
How to boost the effectiveness of your marketing function – Reading list
Welcome to a curated collection of inspiring and insightful reads and podcasts to help you boost the effectiveness of the marketing function within your organisation.
Bridging the gap: How agile marketing fuels next-level sales enablement with RevOps
The age-old struggle for alignment between marketing and sales is a well-worn path. The answer lies in a powerful combination: agile marketing, a robust sales enablement strategy, and the strategic integration of Revenue Operations (RevOps).
How to boost the effectiveness of your marketing function
Watch on demand a packed 30 minutes where Marketing Transformation Director, Lydia Kirby shares practical insights and advice on game-changing strategies that will supercharge your marketing department. Helping you to uncover hidden growth opportunities and eradicate your inefficiencies.
Optimising B2B brand marketing with the Balanced Scorecard
According to a study by BCG*, 99% of B2B marketers agree that trust in their brand is essential. Yet of the companies studied, 44% allocate less than a third of their budget to brand marketing. Reasons for low investment include key stakeholders not seeing the impact and the inability to measure the value.
Effective and agile communication in leading organisational change – Reading list
We’ve curated a list of unmissable reads and listens that will light up your path to AI enlightenment.
From strategy to action: Effective and agile communication in leading organisational change
Our panel of communications experts explore the role of agile internal communications in driving successful change within organisations.
Why agile communication is your secret weapon for driving business change
In today's dynamic business landscape, the ability to adapt and evolve is paramount. This agility extends far beyond product development and market strategy – it's crucial for your internal communication too. As a communications expert, I see countless businesses struggle with the inertia of traditional communication plans. Let's explore why agile communication is the secret weapon for driving successful change within your organisation.
Marketing effectiveness reframe cards
The cards are designed to infuse creativity and agile thinking into team communication, aiming to drive discussions towards actionable solutions. Specifically, the Marketing Effectiveness edition of these cards targets marketing teams, aiming to enhance their strategic capabilities and improve results.
Is RevOps B2B marketers next big move?
Agile marketing, the foundation of Bright’s ethos to help marketers demonstrate value through delivering great work; champions adaptability, customer centricity, and efficient collaboration. The introduction of RevOps expands these benefits across all revenue-generating functions, through improved alignment, efficiencies and effectiveness, and quantifiable growth against shared goals.
The interplay of key components in B2B Agile Marketing
Let’s dive into the nitty-gritty, the bread and butter of agile marketing: epics, user stories, tasks, and deliverables. These aren't just buzzwords; they're the gears in the engine of change. Through our adventures in transforming marketing strategies with our clients at Bright, we've seen first-hand how these components can revolutionise practices and align with OKRs and KPIs to deliver unmatched value.
Streamlining B2B Marketing Effectiveness: A guide for senior marketers
Staying ahead in the fast-paced world of B2B marketing means being agile and focused. To help you manage the ongoing challenges - from making the most of your martech and data to managing resources wisely - we have put together this guide for senior marketers.
Maximising marketing effectiveness – Reading list
We’ve curated a list of unmissable reads and listens that will light up your path to AI enlightenment.
How to maximise your marketing effectiveness
Discover the key marketing learnings from 2023 and how to implement effective adaptive and agile strategies for a successful 2024.
The power of Kanban boards in marketing: a project-level view
A key tool in the application of agile marketing due to their ease of visualising workflow, managing tasks, and fostering collaboration. However, when everything in Marketing is connected, should we maintain a project-level Kanban board or a tactical one?
How to use content AI and remain authentic – practical guidelines
If you are someone who writes content for a living, you may have entered 2023 a little worried about your job following the launch of ChatGPT in late November 2022. There’s no denying that on first trying out the tool, it was impressive just how quickly it could write something that was clear, well-structured and seemingly accurate. But...
Discover new possibilities with Reframe Cards!
Reframe Cards are designed to bring creativity and agile thinking into your team’s communication. By offering specific prompts, these cards encourage team members to share their thoughts, ideas, and opinions more openly, fostering a culture of transparency and collaboration.
Journey through time: A curated reading list for the retrospective of 2023
We’ve curated a list of unmissable reads and listens that will light up your path to AI enlightenment.
AI, RevOps and emotion! A look back at the top B2B marketing trends of 2023
It’s that time of year where we all start to reflect on the trends that have had the biggest impact in 2023. From the importance of emotion to the impact of AI and the rise of RevOps read on to find out more...
Marketing Retrospective 2023 Webinar
Discover the key marketing learnings from 2023 and how to implement effective adaptive and agile strategies for a successful 2024.
The power of inclusive design: Crafting creative experiences for all
Having the most exciting, innovative product or piece of content won't deliver the results you're looking for if it’s not accessible. Designers need to be more creative and innovative to ensure their experiences cater for all. Find out how...
AI in marketing: Unpacking the opportunities and challenges
Elevate your marketing strategies and dive into the world of generative AI at our latest Smarter Marketer panel event.
Ignite your knowledge: The ultimate AI adventure begins
We’ve curated a list of unmissable reads and listens that will light up your path to AI enlightenment.
Developing a strategy for your website continuous improvement
Understand the benefits of developing a website continuous improvement strategy that is aligned with business goals and helps to get the most impact from one of your business’ greatest assets.
The power of an engaged social community
A look at the top five use cases for generative AI CMOs should be considering right now
The top five use cases for generative AI for B2B marketing
A look at the top five use cases for generative AI CMOs should be considering right now
Activating Agile Marketing: Moving Beyond the Buzzword
Learn the secrets behind seamless transitions, cultivating adaptability, and boosting productivity, morale, and engagement in your transformation programmes.
Behind the scenes at Cannes Lions: Emerging trends in creative B2B
Zoe Merchant uncovers the trends emerging from the Cannes Lions Festival of Creativity in her prestigious role as a Juror.
Change enablement: unlock the true potential of your people
Access our change enablement toolkit - the secret weapon that prepares, equips, and supports individuals and teams to successfully adopt change.
Amplifying the Customer’s Voice: The Key To Driving Engagement
Unveil the secrets to adopting a customer-centric marketing approach that drives engagement and delivers impressive business outcomes.
Empowering your transformation – importance of change enablement
Learn the secrets behind seamless transitions, cultivating adaptability, and boosting productivity, morale, and engagement in your transformation programmes.
Why experimentation is crucial in marketing
Hear from our marketing experts on the value of experimentation and how you can make it work for your teams.