Agile marketing

3 ways to inject agility in FinTech marketing

How does agile marketing drive FinTech marketing success?

If you’ve taken a look at our Traditional vs. Agile marketing infographic, you’re aware of some of the key benefits of agile marketing — but what’s in it for FinTechs and why now, during such a time of disruption?

Even prior to 2020, opening doors in Financial Services was a common barrier to FinTech’s lead generation success. But now, whilst the world is (still) awash with uncertainty and we’re pivoting on the edge of a recession, hammering home the marketing message agreed on in January 2020’s strategy session just isn’t going to support the pipeline. The world has changed, priorities have adjusted, and they will continue to do so as things settle down and the markets stabilise.

With Agile marketing, you can respond and adapt to what’s happening in the industry – staying poised and ready to optimise at a moment’s notice. The message your target audience will receive from a data-driven strategy is one of relevance, support and benefit to the current climate. The groundwork and elements involved in a full agile marketing mix are invaluable to the success of a campaign and the impact on the sales pipeline.

Here’s how to inject agility into your FinTech’s marketing activity to get more leads and boost your performance in the financial services market.

1.    Fine-tune your value statement

No matter how awesome your tech may be, if your value isn’t clear and focused in addressing the pain points and challenges of your prospects, it’s sure to get lost — leaving your audience feeling unimpressed and disengaged.

To form a powerful value statement, start taking note of the problems you solve and the solutions you deliver for your clients, as well as the benefits your tech and team offer from start to finish. People want to hear about people helping other people — Tell your story and make sure it’s backed up with stats and real-world evidence.

 

2.    Calculate your total addressable market

Don’t let data be the bottleneck to reaching your prospects. Define your target audience, create personas, then build and enrich the data to ensure your FinTech’s marketing efforts reach the contacts you want to engage.

Although at times this step can seem like a gruelling manual task, skipping it will only serve to limit your outreach, leaving you missing out on contacting key influencers and decision makers that may need your firm’s offering. Invest in the time and tools necessary to keep your database up to date and give you room to expand on markets where you’re a little thin on the ground.

 

3.    Embrace the power of content

Yes, content is still king. People don’t buy what you’re selling straight away — they like to browse, research, read a few blogs, or watch a few videos. They want to know that 30-minute call you’re asking for is going to be worth their time, so make it clear what you’re all about. Sharing content that illustrates your employees’ talent, your company’s timely offering and positive testimonials from happy clients can show prospects what they’ve been missing. Their personal data is precious, and they won’t give their email address away for nothing!

Use your data insights and audience personas to brainstorm topics relevant to your prospects’ interests and pain points, then discuss with your subject matter experts from across the business. Each piece of content should have a clear goal in mind.

 

Explore more FinTech marketing tips

These three tips are just the tip of the iceberg to transforming your marketing. If you want to dive in deeper and learn how to fully adopt agile marketing at your FinTech, find out more and get in touch. With a decade of experience in the world of FinTech, we understand what it takes to meet your business goals through stand-out marketing campaigns and projects.

 

Natalie Burrows is a driven agile marketing manager with a flare for FinTech and large corporate projects. With 8 years’ experience working in FinTech and Financial Services, she’s focussed on breaking the mould with new ideas and driving business outcomes.

Natalie Burrows3 ways to inject agility in FinTech marketing
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Smashing the 1,000-attendee target for your next virtual event

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

Agile marketing powers virtual events

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

So, where to start?

Embrace agile marketing

As the Bright team discussed in our webinar:

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

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

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

The TECHNIA success story

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

Ghassan’s vision for TECHNIA’s PMLIF 2020:

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

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

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

Critical success factors to creating a compelling event:

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

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

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

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

What is the future of TECHNIA events?

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

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

Learnings from the webinar Q&A

How do you engage sponsors?

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

How do you nurture leads?

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

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

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

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

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

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

Where can I find additional resources?

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

 

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

Lydia KirbySmashing the 1,000-attendee target for your next virtual event
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The 3 Building Blocks of Agile Marketing

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

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

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

Creating the culture 

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

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

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

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

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

 Pragmatic process and ways of working 

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

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

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

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

Optimised technology and data driven decisioning  

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

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

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

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

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

Lydia KirbyThe 3 Building Blocks of Agile Marketing
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Agile Marketing in Action: Adapting to Survive and Thrive

The Bright webinar, Agile marketing in action: Adapting to survive and thrivewent live on Wednesday, 29 April, 11am and safe to say we loved the experience! The virtual event attracted marketing professionals across a diverse range of industries, and it was a brilliant opportunity for us to drive the conversation on all things agile.  

So, What is Agile Marketing?

The session kicked off, after brief introductions to speakers, by defining the term agile, exploring the success of agility in a broader sense in relation to efficiency, pace, innovation, and reduction of issues and risks. Three core values and principles from the original manifesto were then drawn upon in more detail: 

  • Customer focus – spotlight on the buyer journey and how to engage and interact along the way 
  • Experimentation – using a test, learn, iterate approach to generate data-driven insights and results 
  • Minimal viable approach – using short, adaptive strategies to demonstrate success 

Given the current circumstances affecting businesses across the globe, it was important to mention the COVID-19 outbreak to set context and avoid the overused term ‘unprecedented circumstances’, from dominating the conversation. To do so, we explored why agile marketing is no longer a nicety but now business critical and how this ability to adapt to market disruption is crucial for companies of all shapes and sizes.  

We also discussed the challenges our clients and most other marketers are having to deal with at the momentincluding frozen budgets, organisational paralysis and poor change managementThat said, we are starting to see the most forward-thinking firms focus their attention on lead generation and client retention activities to ensure pipelines don’t fall off a cliff. This means they can build momentum and new business to safeguard their businesses and meet revised sales targets for later this year.  

Sian Heaphy, Agile Lead at Bright shared the results of our recent Future of B2B Marketing Report diving into the detail of the survey we undertook and its key findings as well as exploring what these insights actually mean for marketers now. Summing up with the benefits of agile marketing supported by the survey findings and the long-term, tangible benefits we uncovered for teams that adopt an agile way of working  

“It’s given teams greater flexibility, transparency and control over their project tasks. They’re more empowered to collaborate, experiment and react quickly to change when their ideas are validated through the test, learn and iterate approachcritical success factors for resilience.” – Sian Heaphy   

Next, Adrian Brooks, Change Lead at British Medical Association (BMA) talked about his experience of introducing agile marketing to take a new proposition to marketThis lively discussion detailed the BMA’s journey to inject agility and pace into their marketing practices, barriers to adoption (and how they overcame them) and the results and long-term benefits achieved through the adoption of agile marketing 

The session ended with an interactive Q&A, with Adrian and Sian fielding questions from the audience. There were lots of thought-provoking questions we didn’t have time to cover so we’ve created a complete Q&A below for reference.

Q&A

How would you implement agile as a way of working in a traditional environment? 

The key is to start small. You aren’t going to become an agile marketing team overnight. Find a pilot project (proposition development and / or go to market campaigns work really well for a pilot) where you can test a hypothesis using new ways of working.  

Work with an experienced partner (like Bright) and select a handful of your team to work on the pilot and establish an agile marketing hub (3-5 members is a good number) and get them bought into the vision and what you’re trying to achieve. Give them the support and resource they need to run the pilot independently from other activity, taking into account any BAU work they are responsible for.  

I see in the research and the Future of Marketing Report the biggest barrier to getting started with agile marketing is lack of buy-in from leadership – do you have any tips on overcoming this? 

At BMA we were lucky that at a project level, the leadership team was very supportive. We were working on a new proposition targeting a new market so from the get-go the project ethos was to be different and try new things. There was some resistance within the senior leadership due to the new ways of working suggested so we had to build the business case and confidence for this. Demonstrating why being agile and adaptable would help us get better results and help the in-house team get experience. 

BMA had a multi-pronged stakeholder management approach – engaging with the members, steering committee and senior management at a formal level and at a 1:1 level with key people. Regular reporting and transparency on project progress was really critical to generating their buy-inAgile focus on data and the ability to provide them with insight at every stage to demonstrate the learnings and value we were generating on a week by week basis was invaluable to getting engagement and buy-in. 

What tools do you manage each sprint?  

Tooling is a question we see a lot, and it was one of the biggest barriers to adopting agile marketing identified in our survey. 

From a project management perspective, there are a number of ways to get started. Trello is a great tool to get started with to build a simple Kanban board that you can use to create your sprint backlog and monitor progress throughout the sprint. 

For a lot of our projects we use Monday.com which offers the same benefits as Trello but is a much more robust project management tool where everyone can easily understand status and prioritiesIt’s also accessible anywhere by the team which has been important as project team hubs are working remotely.  

From a physical perspective at its simplest, creating a workspace in your office where you can create a Kanban board using a white board or post-it notes can be just as effective. In the current climate this isn’t possible, but it can be a great way of bringing the team together in one area to collaborate.  

The key to successful sprint management is to make sure that whatever tool or mechanism you’re using to track sprints is being utilised by the team, so you get the visibility you need to understand progress. 

Collaboration tools are also key for successful agile hub and management whether you’re using Microsoft Teams, Slack, Skype or any other communication tools, creating a virtual area where team members can interact, collaborate and communicate is critical. 

We also use Mural for many virtual creative ideation sessions and to capture retrospectives at the close of each sprint.  

Did your sprint targets vary or were they quite consistent over time? How many targets were identified for each sprint? 

The short answer is yes. It’s important to create an overarching goal or KPIs for the project or campaign as a whole and then break it down into specific goals or KPIs for each sprint that will move you towards achieving the project goal. 

The great thing about agile ways of working is that it’s data-driven, so you can regularly review your metrics and update and change as you progress. It’s about finding what works and optimising to help you achieve your goal(s). 

Culture – I find that is the major challenge, genuinely the hardest piece. Any suggestions? How do you get people to buy into the process? 

At BMA, they had a very traditional ways of working with siloed teams, so breaking down that culture was really difficult. It was the biggest challenge/barrier to success. We had really fixed ways of working. One of the ways that we started to break this down was to bring managers into the agile hub so we could talk about the process and resources required in real terms. What was needed at each stage and who would be responsible for it. And giving managers that clarity on how the different elements worked together really helped to break down these ingrained ways of working.  

Communication is really important and giving members of the team clear roles and autonomy over their tasks is really powerful, empowering the teams to make their own decisions. With any change you’ll find members of the team who are open to it (and can become great ambassadors for these new ways of working) and others who see it as a threat. Communicate the vision, what you’re trying to achieve and what role they can play in delivering that (and provide the training and support needed to help them) is a great way to start bringing them on that journey.  

If you missed our webinar but like the sound of what you’re reading, fear not, as the recording is now available! View the Agile in Action: Adapting to Survive and Thrive webinar today, join our Agile Marketing Club Meet Up group and keep an eye on our social channels for announcements of the next webinar, coming soon to a home-office near you!  

Sian HeaphyAgile Marketing in Action: Adapting to Survive and Thrive
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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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Getting started with agile marketing

Agile Hubs are your key to unlocking integrated, sustainable marketing transformation

Digital transformation has been in the spotlight for nearly a decade and it remains well entrenched in the average business agenda today. But what about your marketing? How can it adapt to keep up with a changing business whilst meeting market demands?

There’s no doubt that organisation-wide transformation takes time, but marketing often seems to be preoccupied with business as usual or last on the list. Perhaps that’s because there are multiple forces at work in marketing that you’d have to bring into the transformation process. These typically include driving efficiencies, controlling costs, developing insight to drive continual improvement, and making effective use of emerging technology whilst improving your customer experience. And, whilst you make changes to your ways of working, you still need your marketing to demonstrate ROI, realise value in the short term and meet your business goals – smooth marketing transformation is therefore vital to the business as a whole.

It’s a lot to manage, think about and plan for all at once. So, where do you start? It is possible to transform your marketing to drive results that support your business goals, all whilst maintaining activity, but it’s a complex process. Having worked with many companies who are embarking on change, we know how important it is to approach this in a systematic, yet adaptable way – through testing, learning and building on success.

Driving results whilst changing at pace

Introducing Agile Marketing Hubs – your personal resource of marketing expertise and innovation. It’s where your in-house team, suppliers and specialists come together to work as one, strong, fully blended team of experts to effectively embed agile ways of working into your culture and operations.

Through hands-on experience in agile delivery of your marketing content, you’ll see greater productivity, energy and collaboration in your marketing team. Agile hubs are the answer to complex marketing transformation and a proven alternative to restrictive traditional techniques or reactive, ad-hoc and unstructured ways of working.

Demonstrating the value of your marketing

As you continue to work in an agile way, continually learning, building and improving, your team will begin to naturally work together more efficiently and effectively. You’ll also enable more cross-collaboration between different stakeholders and teams in the business – encouraging valuable knowledge-sharing and proving the power of your marketing to drive business goals.

Our tech and consulting clients in high growth and large enterprises have all reported seeing the following benefits from adopting an Agile Marketing Hub:

    Faster time to market   Data-driven decision making
 Proving marketing ROI at pace    Productivity and up-skilling
   Clear KP and objective setting Scalable agility and innovation

 

In our recent survey, 75% of those who have been practicing agile marketing for more than a year had a better understanding of the power and impact of their marketing. It’s clear that these benefits increase exponentially with prolonged practice of an agile approach.

Fired up to ignite agility in your marketing?

As your company undergoes digital transformation or needs to rapidly adapt in uncertain times, your marketing needs to keep pace with the market and maintain daily operations. This is a complex challenge that requires time and resources as well as constant support from business leaders and marketing experts.  Many struggle to get started and simply lack the tools, support or know-how to embed agile ways of working into their marketing.

With Bright’s Agile Marketing Hubs, you can ignite agility and ensure seamless, integrated and sustainable marketing transformation – with the tools, tactics and concepts you need to drive better results and meet business goals.

Ready to get started? Get in touch to set up an Agile Hub for your marketing today.

Download our report on the Future of B2B marketing to find out the latest insights in B2B marketing and how agile plays a role in transforming the future of marketing.

Sian HeaphyGetting started with agile marketing
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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!

 

 

Charlotte FellowsWhat is Agile Marketing?
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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.

Nick JohnsonMaking the most of your martech stack
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Leading or lagging: Is your marketing fit for purpose?

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When marketing in a dynamic space, such as tech products, subscription, or consulting services, you have to find ways to stand out and differentiate in order to engage your target audiences. Common sense indeed, but often hard to achieve when markets move at pace. In such dynamic environments, business leadership need to understand how marketing is; and can contribute to achieving business goals. What questions need to be asked to explore the real value of your marketing investment in order to determine if your marketing is fit for purpose? Is your marketing nimble enough to take advantage of ever-shifting markets and different audience needs? Can traditional techniques help you rapidly exploit new opportunities before your competition does? Does your marketing team measure, learn and improve in everything it does?  And can your operating methods balance these competing demands at scale?

B2B marketing now hinges on your ability to execute with agility and pace. This means you need to deep dive into the data to understand performance across a number of dimensions. What’s more, you have to be strategic enough to use that knowledge for driving improvements.

Transform marketing and drive business goals

Forward thinking organisations are looking at how they work more effectively as well as the outcomes they deliver. Agile marketing is a whole new way of working. Well-deployed agile marketing is a thing of beauty; with continually improving harmonious messaging and outreach integrated via the right tools and channels to engage your audience. It’s measurable and results focused to align and contribute to business outcomes, build pipeline and sales. It also builds reputation and strong brands that attract the right talent to your team and creates really compelling (not yawn-worthy) propositions that engage your key audiences.

The best part – it’s data-driven, not fluffy, not led by gut instinct, and not ambiguous. Agile marketing allows you to test hypothesis and is based on measurement and KPIs that inform every action taken.

Mobilising agile marketing

Let’s examine what it takes to move your marketing towards a more agile model, how to avoid some common mistakes and what it means in reality:

Measure and be smart

B2B marketing needs to be personal and relevant. It also needs to be measurable there is no room for fluffy ill-defined marketing tactics that don’t show a business outcome. Your starting point is to focus on persona development and user stories for your target audience. Combined with clearly defined and understood sales stages and understanding what a buyer needs from your organisation at each stage. You also need a good understanding of what’s trending in your markets, what’s important to your decision makers and this has to be continually updated. Bring all this together (prospect, market and sales stage data) to inform and iterate your messaging, tactics and content generation to engage your audience at pace.

You need to map your product or service lifecycle, set benchmark KPIs and establish triggers so you can quickly take actions to either replace underperforming products or services, or repurpose and reposition to maintain growth. Understanding your client satisfaction and behaviours will help you to pivot successfully and tap into new seams of opportunity. You can do this via data analysis, or qualitative research. I cannot stress enough the importance of building strong relationships with your clients; a closed feedback loop will provide you with the insight you need to flex your position, quickly (and help with retention).

Harmonious business development

To drive marketing at pace, you need a strong and symbiotic relationship between marketing and sales. You need to know what good looks like for your organisation and set targets that align sales and marketing to support the business goals. To do this you need to have a good handle on your pipeline and sales funnel. Having a clear end-to-end lead management process, with defined stages to track conversion and KPIs as prospects engage with marketing campaigns and journey through the sales funnel allows you to quickly address areas of underperformance and take action. Your team need to be agile in the way you operate and deliver marketing campaigns to focus marketing efforts where they will make most impact.

Sales and marketing need to be unified and collaborative to continually improve conversion and maximise the contribution of marketing investment. Common mistakes include not involving sales stakeholders in marketing campaign inception, lack of internal communication regarding marketing activities and poor collaboration to understand impact and steer optimisation to improve results.

Sales and customer facing feedback is a key competent when understanding how marketing messaging, tactics and outreach can be sharpened. The result – greater client and prospect engagement, to improve retention and ultimately sell more stuff.

Establishing agile marketing in your organisation

Pace comes through optimising your working practice, and agile ways of working have provided a strong catalyst for growth in the tech industry with continual deployment now the norm.

Marketing can adopt agile ways of working by redefining its marketing operating model in order to execute at pace whilst maintaining control and mitigating risk to deliver results that will drive business growth. Agile marketing gives organisations a significant edge over competitors giving you the ability to go to market quickly without the cumbersome and expensive trappings of a more traditional approach. You start with an idea, test, learn and build on success. Working iteratively and driving execution via sprints scaling as you increase momentum and build on success.

A critical success factor is being data-driven, so it’s evidentiary, which means you aren’t working on ‘gut feel’ alone, you use data at each stage test your hypothesis and prove your instincts are correct. Instead you’re putting effort into iterating and improving to increase performance whilst ensuring you align to your business goals. It’s a model that can rapidly transform your marketing performance in many areas. For example, the ability to rapidly develop and test propositions, deliver always-on agile campaigns that evolve to maintain engagement whilst building pipeline; craft content strategies that are mapped and validated against your buyer journey, and reverse-engineered to ensure the sales interface is supported at every stage to maximise conversion.

Getting started can be hard, start small test, learn and expand. Ideally work with a partner that knows what it is doing to get you up and running effectively.

Marketing as a business driver and competitive advantage

Marketing practice needs to evolve to take the best of agile forward to continually adapt and drive results at pace whist demonstrating marketing contribution through measurable KPI.

Only by working in this way will organisations be able to demonstrate the agility and pace needed to remain competitive in uncertain times. Critically everything is measured and aligned to your business goals which ensures businesses remain relevant to target audiences while maintaining growth.

Zoe MerchantLeading or lagging: Is your marketing fit for purpose?
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