Leading Change

Optimising B2B brand marketing with the Balanced Scorecard

Optimising B2B brand marketing with the Balanced Scorecard

Much debate continues in the B2B world around the value of brand marketing. While some organisations believe you should invest in it, the results are more challenging to quantify than demand generation campaigns, which deliver leads for products and services.  

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. 

*Source: 2021 BCG B2B Brand Marketing Study  

However, in the same study, when companies were segmented based on their marketing and brand maturity, a correlation was found that indicates that increased marketing maturity leads to higher returns on brand marketing spend.  

The bottom line is that B2B companies that underinvest in brand marketing or invest without a strategic plan are selling themselves short. 

This leads us to the question of how can they develop their marketing maturity? 

The main challenge the organisations face is looking at marketing spending from a long-term perspective. Creating a long-lasting impact in people’s minds is beyond logos and taglines; it’s about regular conversations with them, building trust and then delivering on their promise.   

Brand marketing involves crafting a cohesive brand identity and messaging strategy to promote the brand through various channels like advertising, content marketing, and public relations. However, for the ecosystem to function effectively, brand marketing must be complemented by high-quality products/services and employee satisfaction. These elements contribute to positive brand experiences, fostering customer loyalty and advocacy. This holistic approach strengthens the brand’s reputation, enhances customer trust, and ultimately drives business success. 

Regardless of the budget allocated, many organisations still grapple with prioritising short-term or incomplete metrics, leading to uncertainty about the true impact of their marketing efforts. As a result, they may question the effectiveness of their strategies or allocate resources ineffectively, hindering their ability to achieve desired outcomes. 

To solve this, we recommend organisations look at the Balanced Scorecard. It provides a useful tool for translating strategy into measures to communicate a company’s vision. Harvard Business Ideas voted it the most influential idea ever presented. 

The Balanced Scorecard.

Developed by Dr. Robert Kaplan of Harvard University and Dr. David Norton, the Balanced Scorecard revolutionised organisational performance measurement. Traditionally, companies focused solely on short-term financial metrics, but the Balanced Scorecard introduced non-financial strategic measures for a more holistic view. Kaplan and Norton’s approach, detailed in various publications, emphasises the importance of balancing financial indicators with measures of long-term success. They argue that while financial metrics reflect past performance, a comprehensive approach is needed to guide future value creation in the information age, prioritising investments in customers, suppliers, employees, processes, technology, and innovation. 

It starts with four perspectives, i.e. financial, customer-centric, internal processes, and organisational capacity. It asks the organisations to define their goals across these aspects, plan a strategy to achieve them, and then determine the metrics to measure the success.  

If your company also focuses on or values another perspective, it must be included in the scorecard.  

It sounds simple and intuitive. However, the most critical aspect is establishing a relationship among all these. For example, you need to invest in your internal processes to deliver a quality product or service to your customers and enable you to achieve financial performance. This allows you to define your goals and plan your actions according to them, and then it’s essential to pick the metrics based on these goals and actions.  

Let’s take an example of Company A and see how it can use the Balanced Scorecard to achieve its goals: 

These metrics provide a comprehensive view of the SaaS provider’s performance. A strong financial performance, driven by ARR growth and healthy CLV, reflects effective marketing strategies in acquiring and retaining customers. Positive customer metrics, such as high NPS and CLV, demonstrate the brand’s ability to deliver value and build loyalty. 

Efficient internal processes ensure that marketing efforts are optimised for maximum impact while investing in learning and growth opportunities for employees, which fosters innovation and keeps the brand competitive. Moreover, by monitoring marketing-specific metrics, the SaaS provider can gauge the effectiveness of marketing campaigns, optimise resource allocation, and enhance brand awareness and visibility in the market. This integrated approach ensures that marketing initiatives contribute to financial success and strengthen the brand’s reputation and market position over time. 

In conclusion, as B2B companies navigate the evolving marketing landscape, embracing the Balanced Scorecard offers a strategic compass for long-term success, enabling them to build enduring brand value through consistent, trust-building conversations with their audience. 

 

Tamanna BhatiaOptimising B2B brand marketing with the Balanced Scorecard
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Effective and agile communication in leading organisational change – Reading list

Effective and agile communication in leading organisational change  – Reading list

Welcome to a curated collection of inspiring and insightful reads and podcasts to help you implement effective and agile communication when leading organisational change

Toolkit:

Change enablement toolkit

 

Report:

Gartner – Shaping Culture to Support Change
How culture affects behavior and performance — and how to influence it during organizational transformation

Gallagher – State of the sector report – Internal communication and employee experience 

Video:

Podcast:

Communicating change

 

Books:

Leading Change by John P Kotter

 

High-Impact Tools for Teams: 5 Tools to Align Team Members, Build Trust, and Get Results Fast

 

 

Poor Communication May Be Slowing Down Your Team- HBR

 

Coca Cola Change Management Case Study – Change Management Insight

 

Alaina RobertsEffective and agile communication in leading organisational change – Reading list
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From strategy to action: Effective and agile communication in leading organisational change

From strategy to action: Effective and agile communication in leading organisational change

 

In our latest panel discussion we explore the vital role of communication in driving successful organisational change. In today’s rapidly evolving business landscape, the ability to effectively communicate strategies and engage stakeholders is paramount to achieving desired outcomes. We  delve into the intersection of strategy and action, offering practical insights and guidance on how to craft compelling messages, foster buy-in, and inspire action at all levels of the organisation. 

In this session, we cover: 

  • Linking effective change communication to business success 
  • The cost of communication failures 
  • Developing a strategic communication plan 
  • How to ensure communications land with employees and drive the change needed 
  • Measuring & showing value 
  • Examples of where communication has or is driving change 

Our panel includes:
  • Emma Sinden, Content & Communications Director, Taulia
  • Natalie Cannatella, Communications & Content Strategist, Bright 
  • Zoe Merchant, Managing Director, Bright

Meet the speakers

Emma Sinden

Content & Communications Director, Taulia 

Emma is a seasoned communications expert with a track record of collaborating with global leaders like Salesforce, Boston Consulting Group, Oracle, and Infosys. Now serving as Director of Content and Communications at Taulia (Part of SAP), she leverages her expertise in change management, communications, and marketing to deliver impactful programmes for clients, employees, and the business. 

Natalie Cannatella

Communications & Content Strategist, Bright 

Natalie is an experienced Content and Communications strategist from Bright. Shes delivered change communications programmes for global organisations including Jacobs, the Financial Times, Informa, Boston Consulting Group and BAE Systems. Natalie uses her blend of comms and content experience to craft effective strategies and clear, impactful communications that drive business change. 

Zoë Merchant

Managing Director, Bright

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. 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.

Alaina RobertsFrom strategy to action: Effective and agile communication in leading organisational change
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Why agile communication is your secret weapon for driving business change

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. 

The high cost of communication silos 

Imagine this scenario: you unveil a ground-breaking new strategy, complete with detailed reports and presentations. Yet, weeks later, you find pockets of your workforce still operating under the old model. This disconnect, the result of a rigid communication approach, can be incredibly costly. 

Studies show a direct correlation between poor communication and decreased productivity, employee disengagement, and even higher turnover. When employees are left in the dark about changes, they become anxious, disengaged, and ultimately, less effective. 

Building a strategic communication plan for agility 

So, how do we break the cycle? The answer lies in a strategic communication plan that prioritises agility. Here are some key elements: 

  • Clearly define Your “Why”: Before launching into “how” the change will work, establish a compelling narrative about the “why.” Why is this change necessary? How will it benefit the company and its employees? Frame the change as an exciting opportunity for growth and development. 
  • Tailored messaging: One-size-fits-all communication doesn’t cut it. Segment your audience and tailor messages to resonate with different teams or departments. Consider their concerns and information needs. 
  • Multiple channels: Don’t rely solely on email blasts or company town halls. Leverage a multi-channel approach that includes video messages, internal social platforms, and targeted Q&A sessions. 
  • Embrace transparency and honesty: Be upfront about challenges and potential roadblocks. This fosters trust and encourages open communication from employees. 

Making your communication land and drive change 

Agility isn’t just about the tools – it’s about the mindset. Here’s how to ensure your communication lands with employees and drives the change you need: 

  • Two-way street: Communication is a two-way street. Encourage feedback from employees through surveys, focus groups, and open forums. Actively listen to their concerns, address them and adapt where possible. 
  • Emphasise What’s In It For Them (WIIFM): People are naturally resistant to change if they don’t see the personal benefit. Highlight how the change will directly impact them – will it open new career paths, improve work-life balance, or streamline processes? 
  • Leadership visibility: Seeing senior leadership actively champion the change is crucial. Regular updates and “on the ground” engagement demonstrate commitment and inspire confidence. 

Measuring & showing value in agile communication 

Communication isn’t just about sending messages – it’s about driving results. Here’s how to measure the impact of your agile communication strategy: 

  • Track employee sentiment: Regular surveys and pulse checks can reveal employee attitudes towards the change and the effectiveness of your communication efforts. 
  • Monitor KPIs: Align communication goals with key performance indicators (KPIs). Are you seeing increased adoption of new processes? Are engagement metrics improving?
  • Showcase success stories: Highlight examples of employees or teams who have embraced the change and achieved positive results. This motivates others and reinforces the value of the change. 

Real-world example of communication driving change 

Think communication is an afterthought? Think again. Here’s a real-world example of how effective communication has been a key driver of successful change: 

Monzo, a UK-based digital bank known for its innovative app and focus on customer experience, faced a challenge in 2021. As they matured from a disruptive startup to a more established financial institution, they needed to adapt their internal culture to maintain their core values and agility. 

How Monzo used agile communication to navigate their internal cultural shift: 

  • Focus on transparency and open dialogue: Monzo leadership, led by CEO TS Anil, emphasized open communication. This included regular town halls, “Ask Me Anything” sessions with senior leadership, and an active internal forum where employees could discuss concerns and provide feedback. 
  • Data-driven communication of goals: Monzo presented clear data on market trends, customer needs, and the evolving competitive landscape. This data-driven approach helped employees understand the rationale behind the cultural shift and its importance for the bank’s long-term success. 
  • Redefining the “Challenger Bank” spirit: Monzo recognized the importance of retaining the core values that propelled their initial success. They communicated a redefined vision of their “challenger bank” spirit, emphasizing innovation, customer-centricity, and a commitment to a positive work environment, even as they scaled their operations. 
  • Upskilling and reskilling programmes: Monzo invested in training programs to equip employees with the skills needed to thrive within the evolving culture. This demonstrated the company’s commitment to its workforce and addressed potential anxieties about the changing landscape. 
  • Pulse surveys and focus groups: Monzo conducted regular pulse surveys and focus groups to gauge employee sentiment and identify areas where communication could be improved. This allowed them to refine their messaging and ensure their communication strategy was effectively addressing employee concerns. 

The results of Monzo’s agile communication approach were positive. Employee morale remained high despite the cultural shift, and the company successfully retained its core values while adapting to its new market position. This example demonstrates the importance of open dialogue, data-driven communication, and a focus on employee well-being during critical internal cultural changes within a B2B tech company. 

From strategy to action 

In conclusion, agile communication is not just a buzzword – it’s a strategic imperative for driving positive change within your organisation. By proactively crafting a well-considered internal communication strategy which embraces a multi-channel, transparent, and employee-centric approach, you can ensure your communication lands, inspires action, and propels your business towards successful and effective change. 

Want to learn more? 

Join us for our webinar on:  

Effective and agile communication in leading organisational change webinar
on Tues 30th April at 12pm BST  

The session will include a panel of communication experts, who’ll be exploring the role of agile internal communications in driving successful change within organisations. 

In the session, designed for B2B leaders involved in change programmes, we’ll be covering… 

  • Linking effective change communication to business success  
  • The cost of communication failures  
  • Developing an agile strategic communication plan  
  • How to ensure communications land with employees and drive the change needed  
  • Measuring & demonstrating value  
  • Examples of where communication has or is driving change 

This promises to be a really informative session with plenty of practical takeaways that will help you drive the change you need to achieve your business goals. 

Click here to sign up via LinkedIn 

 

Natalie CannatellaWhy agile communication is your secret weapon for driving business change
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Is RevOps B2B marketers next big move?

Is RevOps B2B marketers next big move?

Times are tough, changeable and high pressured for most senior B2B marketers and CMOs. Align to business goals and demonstrably driving business growth is more important than ever.  

Over the last few years working with senior marketers to deliver greater marketing effectiveness and agility I’ve learnt about and applied the ideas of Revenue Operations (RevOps) with the principles of agile marketing. 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. 

Before diving into the relationship between agile marketing and RevOps, I’ve identified common indicators that signal the need for a RevOps framework in B2B organisations: 

  1. Misalignment between revenue generating functions:
    including Sales, Marketing, Partner & Alliances, Product and Customer Success: Operating in silos indicates the need for the unified strategy that RevOps provides 
  2. Inefficient use of data:
    If leveraging data across customer touchpoints is challenging, RevOps’ integrated data analytics approach offer a cohesive view for informed decision-making
     
  3. Inconsistent customer experiences:
    Disparate customer experiences suggest a coordination gap, which RevOps addresses by harmonising interactions
     
  4. Operational inefficiencies:
    Manual processes or redundancy point towards the process automation and efficiency enhancements facilitated by RevOps
     
  5. Difficulty in measuring Marketing ROI:
    The inability to directly link marketing efforts to revenue outcomes underscores the need for RevOps’ accountability and clarity.
     

Lots of firms have these challenges many of them are perpetuated through the organisational culture, the ways of working as well as team and departmental silos. As I share how the integration of agile marketing principles with RevOps, the emphasis on collaboration with the Chief Revenue Officer (CRO), cross-functional teamwork, and a cultural shift towards alignment and collective goal pursuit becomes increasingly significant. These are critical success factors for marketers committed to making an impactful contribution to revenue growth. 

Collaborate with the CRO 

We all know that a productive partnership between marketing leaders and the CRO is critical for sales and marketing alignment and forms the bedrock of RevOps success. For example, when one of our software client’s CMO and CRO began holding regular strategic sessions, they achieved a unified view of the customer journey, enhancing cross-sell opportunities by 10% within six months. This partnership ensures every initiative is directly linked to revenue, creating a united approach to growth.  

The power of cross-functional collaboration 

Cross-functional collaboration is a key principle of agile marketing and underpins the success of a RevOps approach, reducing and removing (where you can) silos to create greater cross functional collaboration to continually improve the customer experience. An example from our work at Bright is a project with a global HCM software marketing team that focused on improving cross-functional collaboration to improve efficiencies and formed cross functional agile squads/hubs including their sales stakeholders and product Subject Matter Experts (SME), which led to a 20% reduction in lead follow up times and improved conversion rates by >5%. This collaborative approach and culture ensure all departments are working towards common business goals.  

Cultivating a culture of alignment and collective goals 

RevOps necessitates a shift towards an alignment and collective goal pursuit are prioritised. Everyone moves in sync and are focused on KPI and OKR that are shared and aligned to the business goals. A Bright client – a continual improvement product and services firm – implemented agile marketing and activated RevOps to define, agree and set common goals and metrics as well as ensuring there was data & reporting to support this approach. This included the CRO, CMO and CFO as well as cascading across the sales and marketing teams. This culture of alignment enabled the organisation to adapt to changing internal and external market factors effectively and meet strategic objectives with greater cohesion. 

How to get started 

Implementing a RevOps model is a strategic shift that focuses on aligning cross-functional teams and cultivating a culture of shared goals and objectives. For B2B marketing leaders, establishing common goals and KPIs is the first step. This ensures alignment across all teams contributing to revenue generation. 

Quick-start Agile Marketing & RevOPs checklist: 

  1. Align on objectives and KPIs:
    Ensure revenue generating teams such as marketing, sales, and customer success teams agree and share common goals
  2. Review current processes:
    Identify gaps in collaboration and alignment 
  3. Establish regular cross-functional communication:
    Keep all teams informed and engaged
  4. Implement shared reporting:
    Use dashboards for transparency and to track collective progress
     
  5. Pilot small agile marketing projects:
    Demonstrate the benefits of agile marketing and RevOps approaches by starting with manageable initiatives such as a pilot customer acquisition or retention campaign. 
     

 This approach offers a clear framework for beginning with RevOps, guiding organisations through the early stages of adopting a more aligned and efficient revenue generation strategy. 

Integrating agile marketing principles with a RevOps framework is an effective strategy for not only elevating the role of marketing in revenue generation but creating alignment and strategic focus to propel your businesses forward towards its objectives. 

 

Zoe MerchantIs RevOps B2B marketers next big move?
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How to use content AI and remain authentic – practical guidelines

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 by the third or fourth go, you quickly realised that it all looked and sounded the same, and it was glaringly obvious when someone had copied and pasted straight out of it. Content writers everywhere breathed an audible sigh of relief. The robots haven’t replaced us just yet!  

However, it’s exciting to explore how we can achieve productivity gains and access these vast knowledge banks to lift our own content, striking the balance between AI and human capabilities. Here are our guidelines on how to get the best out of content AI tools while still sounding “human”, authoritative and authentic. 

Your research helper 

Use ChatGPT or other content AI to help you research your topic and develop your key points for your piece, alongside your other previous research methods. It can also be used to research clients, client prospects, the state of the industry and so on. But asking the right questions is critical and you should never accept the first response you receive. So much so that some companies are now hiring “prompt engineers” with expertise in this area. You must keep refining your prompts to get higher quality responses and reach the level of depth you require.  

Note that ChatGPT has limited knowledge of events after a certain date and nobody seems to be clear when that date is according to a recent article by ZDNet. You may need to stick with traditional research methods if it’s recent events you’re interested in. Take an agile approach to testing what research methods work best to produce an outline which is comprehensive and accurate. 

Creating personas 

Open AI has given ChatGPT a carefully chosen tone of voice which is designed to appeal to the majority and is best described as neutral and professional, i.e. a bit generic and boring. However, you can train ChatGPT to create content that reflects your organisation’s unique style, vocabulary and tone of voice.  

To do this, you need to create a training dataset which consists of a range of content examples that reflect your organisation’s tone of voice. This should include blogs, social media posts, articles and client-facing emails and cover a variety of topics. 

If you produce content for multiple organisations, you can create different ChatGPT personas for each organisation which reflect their individual writing style. Building on an agile approach, you could set up different personas for an organisation to help test different styles and see which achieves the most engagement. 

Need for speed 

Like the famous racing game series, the pressure to increase efficiency and speed impacts us all. Content AI can absolutely help you to write and produce content much faster than previously, by speeding up the phase that takes the most time — researching and planning your piece. This can allow you to focus on the tasks that require more creativity and innovation.  

Be careful though, ChatGPT isn’t perfect and can sometimes generate inaccurate information. It’s only as good as the data it’s trained on and as with all things, fact-checking and a good pinch of common sense is required. 

Overcoming writer’s block 

Sometimes getting started is the hardest thing when it comes to writing and we all suffer from writer’s block from time-to-time. Asking content AI what it thinks about a certain subject can be enough to kick-start the creative juices. Once they start flowing again, it’s time to step away from the AI.  

Run a pilot 

We always recommend taking an agile approach and running a pilot to test and learn before deciding which content AI to adopt within your organisation. This provides the opportunity to demonstrate to leadership how the tool can help improve your team’s productivity without compromising on quality. As with all AI, privacy and security should be a key consideration. Leaders need to ensure guardrails are in place for their teams to be able to test and adopt AI solutions safely. This agile approach enables you to test and learn then quickly scale where value is demonstrated. 

Human’s rule 

ChatGPT and other content AI are still powerful tools and can speed up the content writing process, but they cannot replace human creativity, intuition and empathy. It’s essential to strike a balance between AI and human capabilities to achieve the best outcomes. Any piece of content should always reflect your organisation or client’s tone of voice to ensure it remains consistent and authentic. 

Content AI can’t compete with your insider knowledge about your market and your audiences. Always remember you are the expert in your area!   

 

Get in touch to find out how Bright can help you harness agile marketing to deliver your marketing strategy in 2024.

Resources/reading list:

Alaina RobertsHow to use content AI and remain authentic – practical guidelines
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AI, RevOps and emotion! A look back at the top B2B marketing trends of 2023

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. At Bright we’ve spent our year reinventing marketing with our amazing clients, including injecting greater agility into how marketers work together and with other revenue generating teams to refocus on the customer. It’s been a big year for marketing transformation. Marketing is emerging stronger, leaner, more data-driven and able to be more effective and efficient at engaging audiences.   

It’s been a rollercoaster from a macroeconomic perspective and as a business founder and MD there’s been a lot to navigate personally, as well as helping clients become more adaptable and able to manage change.  

One of my highlights was being selected as a juror for the Cannes Lions International Festival of Creativity for the B2B Creative Lion. Not only was this an amazing experience but it gave me unique insights into some of the biggest trends and critical success factors in B2B. Ranging from why you need to forge an emotional connection with your audiences, to the need for investment in long-term brand building to augment your demand and performance marketing.

As well as this, we have seen the growth of AI and RevOps (my personal favourite), and marketers moving further away from a traditional funnel to a fly wheel model. Throughout all of this, an agile marketing approach is fundamental to being able to quickly test and adopt these developments by staying responsive, data-driven and collaborative. 

The importance of emotion and patience

During my time as a judge at Cannes Lions it was clear that a shift towards a more creative approach (akin to the boldness of B2C) is increasingly evident and showing results in B2B. It’s evident in successful campaigns such as Workday’s Rockstar and Disco’s Lady J [add links] B2B marketers to use emotion in their campaigns to achieve cut through and connect with their audiences.   

Research has shown that using emotion, storytelling, and humour leads to better audience engagement. Campaigns with purely emotional content performed about twice as well (31% vs. 16%) with only rational content according to neurosciencemarketing.com. This is still fairly new ground for B2B marketers so using agile principles to test and measure what works and what doesn’t is key. 

The other trend I saw emerging at Cannes Lions was that patience is a virtue in B2B. From the entries we consistently saw more of a focus on long-term brand building, and a move away from over-reliance on performance marketing. According to LinkedIn’s B2B Marketing Benchmark report, 59% of B2B marketing leaders say their C-suite has increased the importance of brand building given economic conditions. Fellow B2B Creative juror Ty Heath, Director of Market Engagement at LinkedIn’s B2B Institute commented: “Brand building is the single greatest opportunity in B2B. We see that most B2B marketers are over-leveraged in lead generation, but brand building is what drives future cash flows.” 

The AI wild west

No 2023 wrap-up would be complete without mentioning the impact of generative AI. This was the year when AI really started to disrupt B2B marketing, and beyond. The areas where we have seen the biggest impact from generative AI has to be in content generation with the launch of ChatGPT back in November 2022, what a difference a year makes! Other content AI tools soon followed. Lead generation tools such as LeadIQ and Kartra are also helping to identify and generate high-quality leads for B2B marketing campaigns. 

AI in marketing offers unpreceded opportunities, with many starting to realise efficiency gains through simple use of AI apps within their existing martech. Longer term marketing leaders will need to understand which types of AI to test and invest in and how to approach it. Privacy and security related issues are a key consideration. Leaders need to set up their teams to be able to successfully test AI solutions by putting in place the guardrails for successful and safe adoption of AI. This points to an agile marketing approach and being able to test and learn then quickly scale where value is demonstrated. Marketing leaders need to be careful to safeguard and remain customer centric and authentic. Quick efficiency gains could spell disaster without proper consideration around effectiveness and the impact on engagement. There is plenty of upside in AI adoption as long as developed within a proper framework.

From funnels to fly wheels 

The move away from a funnel view of our customers to a fly wheel model continues to gain traction. In a traditional marketing funnel model, the focus is on attracting customer prospects and then converting them to purchasing customers. But marketers have realised that it’s not just about acquisition and customers can fall out of the model. Smarter marketers are recognising the full value of a customer and the need to market to clients at every stage of their lifecycle. By fostering loyalty and advocacy you can maximise the customer lifetime value.  

The flywheel model focuses on keeping existing customers engaged and turning them into repeat customers who are also willing to act as promoters for your business. The flywheel business model is more effective and should drive higher revenue because it prioritises the customer. 

The rise of RevOps 

Another big trend in B2B marketing this year has been the growth of  Revenue Operations or RevOps . Aligning your revenue generating teams – sales, marketing and customer success functions across the customer life cycle to drive growth and keep teams focused on the same metrics and KPI is quickly becoming table stakes. This cross-functional alignment clearly requires an agile approach, breaking down siloes to improve communication, collaboration and alignment to business goals.  

Agile remains key 

What’s clear is that 2023 has been one of the most exciting years for B2B marketing. All of these trends have the potential to transform how we engage with our audiences and increase marketing effectiveness. While the developments and trends in our industry are exciting, it can get overwhelming to keep up and remain innovative. An agile, growth mindset, alongside the related tools and processes enables marketing teams to respond quickly and effectively to changing customer preferences, market conditions and developments to ensure they are delivering the best results for their companies and clients.  

Get in touch to find out how Bright can help you harness agile marketing to deliver your marketing strategy in 2024.

Resources/reading list:

Zoe MerchantAI, RevOps and emotion! A look back at the top B2B marketing trends of 2023
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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:

Blogs:

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.

Books:

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
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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
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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:

Books:

  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
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