Marketing Efficiency

Adapt or fall behind: How Agile Marketing powers marketing operations

Adapt or fall behind: How Agile Marketing powers marketing operations

Marketing operations are the powerhouse behind every successful marketing strategy. Our dynamic panel discussion features experts Lisa Sutton, CRO and marketing operations specialist and Amanda Green, experienced marketing operations leader.

During the session we explored how agile marketing drives operational improvement, creates a culture of continual learning, and boosts overall marketing effectiveness.

Watch the vide to gain insights and advice on:

  • Boosting effectiveness:  Real examples of how a test-and-learn mindset drives results
  • Agile marketing in action:  Quick wins to boost operational flow and remove bottlenecks
  • Measure what matters:  The key metrics driving high-performance marketing ops
  • Culture hacks:  Break silos and get your team collaborating and adapting to change
  • Future-proof ops:  AI, automation, and adopting what’s next in marketing innovation.

Lisa Sutton

CRO and marketing operations specialist

Lisa is an experienced leader with a proven track record in growing businesses across multiple industries. She always focuses on a customer-centric approach and has a talent for identifying opportunities, removing barriers, and leading teams with strong adaptability and resilience.

Amanda Green

Director of Marketing Operations and Analytics, Stenn

Accomplished Operations senior leader with 22 years’ experience working with Sales, Marketing, Customer Success, Finance, legal and IT teams cross Media, SaaS and Event industries.

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 RobertsAdapt or fall behind: How Agile Marketing powers marketing operations
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Adapt or fall behind: How Agile Marketing powers marketing operations – Reading list

Adapt or fall behind: How Agile Marketing powers marketing operations – Reading list

Welcome to a curated collection of inspiring and insightful reads and podcasts to help you boost the effectiveness of the marketing operations within your organisation.

Books:

Atomic Habits by James Clear

Why it is useful: Emphasises the value of small, incremental changes that compound over time. It is ideal for those looking to build high-performing teams by embedding productive, habit-based routines into daily workflows.

Key Takeaways
: Readers will learn how to foster a culture of continuous improvement through habit formation, helping their teams to stay consistent, disciplined, and focused on meaningful goals that support sustained growth.

Hacking Growth by Sean Ellis & Morgan Brown

Why it is useful: Perfect for marketers focused on data-driven strategies, this book dives into growth hacking, a method of rapid experimentation across marketing channels. It is ideal for companies wanting to drive quick, scalable growth through continuous testing.

Key Takeaways
: Readers will learn how to implement growth hacking tactics within their marketing teams, focusing on optimisation, customer acquisition, and scaling results. 

Transforming the B2B Buyer Journey By Antonia Wade

Why it is useful: This book offers offers a new way of thinking that accommodates the many nuances in B2B buyer behaviour. It provides a step-by-step guide to mapping the buyer journey, aligning channels, metrics and tactics according to their needs at each stage.The framework shows how to get more value out of brand investments, choosing and using technology and how to gauge return on investment. It also shows how to develop marketing as a real lever for business growth and how to reengineer marketing’s relationship with sales.

Marketing Artificial Intelligence: AI, Marketing, and the Future of Business by Paul Roetzer 

Why it is useful: This book provides a roadmap for integrating AI into marketing operations, including how to use AI to streamline workflows and personalise marketing efforts at scale. 

Articles:

Using Data to Drive Your Marketing Strategy by McKinsey & CompanyLINK 

This resource discusses how data can be leveraged to make marketing strategies more effective. It explains how businesses can gather insights from customer behaviour, optimise campaigns, and continuously improve performance through data-driven decisions.  

Why it is useful: In an age of big data, this guide is essential for businesses looking to make informed marketing decisions that directly impact ROI. 

The Future of Marketing Automation by Smart InsightsLink 
Why it is useful: Discusses emerging trends in marketing automation and how businesses can leverage AI and machine learning to create more efficient and future-proof marketing strategies. 

 

Bright’s Marketing Effectiveness blogs

Whitepaper:

Marketing ATOM (Agile Target Operating Model) whitepaper by Bright

Why it is useful: The Marketing ATOM (Agile Target Operating Model) whitepaper helps B2B teams to adapt and deliver and includes:

  • A blueprint to build your own Marketing ATOM
  • How to create a strong business case
  • A checklist for seamless set up
  • Tips to measure your ATOM’s impact

Podcasts:

The Global Agile Marketing Podcast by John Cass 

Why it is useful:This podcast dives into various agile marketing tactics, including practical steps that can remove roadblocks and improve efficiency. It is a go-to for marketing professionals seeking quick wins. 

Building High-Performing Teams by The Modern Manager Podcast

Why it is useful: This episode discusses strategies to build cross-functional teams that collaborate effectively, breaking silos and improving marketing operations in the process. 

Videos:

How AI is Revolutionizing Marketing by Salesforce

Why it is useful: This video explains how AI is being used to personalize marketing efforts, automate workflows, and predict customer behaviour, making it crucial for businesses looking to future-proof their operations. 

Alaina RobertsAdapt or fall behind: How Agile Marketing powers marketing operations – Reading list
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Maximising marketing impact with Agile Target Operating Models (ATOMs)

Maximising marketing impact with Agile Target Operating Models (ATOMs)

A strategic approach for today’s challenges

Successful marketing operations hinge on creating a solid Target Operating Model (TOM) that aligns day-to-day activities with strategic goals, providing a flexible framework that links business vision to objectives and supports adaptability. At Bright, we help organisations through this process, collaborating with leading B2B companies to build Agile Target Operating Models (ATOMs).

 

In our latest white paper, we’ve distilled our knowledge into a practical guide on how to develop your own ATOM. It focuses on customer-centricity, improving your ways of working (and thinking), and building in continuous improvement to achieve marketing excellence.

With this ebook you gain:

  • a deep understanding of a Marketing ATOM

  • a blueprint to create your own Marketing ATOM

  • advice on creating your business case

  • tips to measure the effectiveness of your Marketing ATOM

Download the whitepaper today to start transforming your ways of working and drive better results!

Complete the form below to download the whitepaper

Alaina RobertsMaximising marketing impact with Agile Target Operating Models (ATOMs)
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FinTech marketing challenges – insights from industry roundtable

FinTech marketing challenges – insights from industry roundtable

We’re at a crossroads, it’s called H2. The numbers aren’t where they need to be, do you persevere or pivot. Persevere and have confidence in your current direction, pivot to respond to the immediate external pressures, or take a moment to step back and reassess. Re-evaluate your current state of play and your goals, and decide whether your strategy is supporting the business goals. 

With so many pressures on FinTech marketing leaders right now, what’s your plan? 

I recently attended an industry roundtable and wanted to share some of the insights into the key challenges FinTech marketers are facing right now.  

Implementation of AI in Marketing 

The roundtable discussed the implementation of AI, focusing on the “how” and “where” of integrating this technology. While there is a clear understanding of AI’s availability and potential, the main challenges lie in navigating its vast landscape. Data security and regulatory compliance are critical to any marketing initiative in financial services, given the importance of data access, data sharing, and the protection of proprietary information. 

Adapting to Market Changes 

Given the current turbulent market conditions, agility in marketing strategies was a key topic. There is a notable gap in the understanding of agile marketing, highlighting the need for education on proactive adaptation rather than reactive measures. The discussion underscored the importance of strategic decision-making—knowing when to pivot and when to persevere. Despite the necessity for immediate results, participants acknowledged that these expectations often misalign with market realities. Budget constraints for testing new strategies remain a significant challenge, but there was consensus on the need for bold investments and calculated risks, alongside smaller-scale testing. 

Market Performance and Inbound Inquiries 

The first half of the year has seen most businesses struggle, with a notable decline in inbound inquiries. This situation has led to a reassessment and realignment of targets for the second half of the year. 

Adoption of MarTech and SalesTech 

Adoption rates for marketing technology (MarTech) and sales technology (SalesTech) remain low. There was a robust discussion on the necessity of high-quality data and system interoperability. The group explored strategies to encourage sales teams to adopt new technologies, emphasising the need to clearly demonstrate the value these tools bring to their processes. One innovative approach discussed was the potential launch of a pilot campaign to align marketing and sales teams, ensuring a shared understanding of technology benefits. 

Marketing and Sales Alignment 

A recurring concern was the inefficiency of lead conversion. A significant proportion of leads handed over to sales teams fail to progress, raising questions about alignment between marketing and sales. With only about 10% of leads converting, the discussion centred on strategies to maintain engagement with the remaining 90% and the cost implications of generating these leads. Effective collaboration between marketing and sales is essential to improve lead nurturing and conversion rates. 

At Bright, we help businesses who are at a point when they want to see improvements in their effectiveness, efficiency or engagement but not sure how to move the dial. We believe that it’s the way your teams work that underpins your ability to adapt to change and drive results.  

By adopting agile marketing principles and practices, you can transform marketing within your organisation to boost collaboration, ensure continuous improvement and the become more empowered to demonstrate the value of marketing to the rest of the business. 

If you’re interested in learning how to upskill your marketing team, contact us about our FinTech Agile Marketing Training. 

Lydia KirbyFinTech marketing challenges – insights from industry roundtable
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Communicating marketing value to the C-Suite: A strategic and agile approach for B2B Marketers

Communicating marketing value to the C-Suite: A strategic and agile approach for B2B Marketers

In the dynamic landscape of B2B marketing, securing investment from the C-suite hinges on effectively communicating the value of marketing efforts. Senior marketers in mid to large firms must demonstrate a balance between short-term demand generation and long-term brand building while showcasing resilience and adaptability. 

The balanced approach: Brand building and demand generation 

To gain C-suite buy-in, illustrate a strategy that balances immediate needs with sustainable growth. Short-term demand generation drives sales and meets targets, whereas brand building enhances market positioning and fosters customer loyalty. This dual approach is akin to a balanced diet: quick fixes might offer immediate energy, but long-term vitality requires a sustainable approach. 

Effective communication strategies 

To communicate marketing value effectively, marketers should: 

  1. Align with business objectives: Ensure marketing strategies are directly linked to business goals. This alignment helps the C-suite see how marketing initiatives drive company success. 
  2. Utilise data-driven insights: Present concrete data that highlights the impact of marketing campaigns on lead generation, conversion rates, and ROI. Data-driven insights lend credibility and demonstrate tangible benefits. 
  3. Showcase success stories: Highlight real-life examples where marketing efforts have led to significant business outcomes. These success stories resonate with executives and illustrate practical benefits. 
  4. Focus on KPI: Track and present key performance indicators (KPIs) that demonstrate both short-term and long-term value. These include customer acquisition cost (CAC), lifetime value (LTV), brand awareness, and engagement rates. 

Understanding stakeholder needs 

Different stakeholders in the C-suite have varying requirements and priorities. Tailor your communication to address these needs effectively: 

  1. Chief Financial Officer (CFO): The CFO is focused on financial efficiency and return on investment. Highlight metrics like CAC, ROI, and LTV to demonstrate the financial impact of marketing activities. Show how marketing investments contribute to cost savings and revenue growth and establish agile budgeting to allow for adaptability.
  2. Chief Revenue Officer (CRO): The CRO prioritises revenue generation and sales performance. Emphasise metrics such as lead quality, conversion rates, and sales pipeline growth. Take a RevOps approach and showcase how marketing efforts drive high-quality leads and support the sales team’s objectives.
  1. Chief Executive Officer (CEO): The CEO looks at the overall strategic vision and long-term growth. Present a balanced view of short-term results and long-term brand building. Highlight how marketing aligns with the company’s strategic goals and supports sustainable growth.

Demonstrating value over time 

Understanding and tracking the right KPIs is essential for demonstrating marketing value over time. Essential KPIs include: 

  1. Customer Acquisition Cost (CAC): Measures the cost of acquiring a new customer. A lower CAC indicates more efficient marketing.
  2. Customer Lifetime Value (LTV): Estimates the total revenue a business can expect from a single customer account. A higher LTV signifies greater long-term value and is influenced by retention and expansion metrics.
  3. Brand awareness: Metrics such as brand recognition, and social media engagement gauge the effectiveness of brand-building activities.
  4. Funnel metrics: Track performance at each stage of the buyer journey:
    a) Awareness stage: Impressions, click-through rates (CTR), and engagement rates.
    b)
    Consideration stage: Lead generation, cost per lead (CPL), and lead quality scores.
    c) Decision stage: Conversion rates, sales-qualified leads (SQLs), and win rates and value.
  5. Retention and expansion metrics: Key for understanding customer loyalty and growth potential:
    a) Retention rate: Measures the percentage of customers retained over a period.
    b) Churn rate: Indicates the percentage of customers lost over a period.
    c) Customer expansion: Tracks upsell and cross-sell success rates.
    d) Net Promoter Score (NPS): Measures customer satisfaction and loyalty, reflecting the long-term impact of brand-building efforts. 

6. Avoiding vanity metrics: Vanity metrics, such as social media likes and website traffic, can be misleading as they do not necessarily correlate with business growth. Focus on actionable metrics that provide insights into customer behaviour and business impact. 

Addressing budget cuts and resource reduction 

Budget cuts and headcount reductions can significantly impact marketing effectiveness. To manage these challenges: 

  1. Show consequences with data: Use data to project the business impact of budget cuts, illustrating how reductions might lead to fewer high-quality leads, lower brand engagement, and ultimately affect revenue. 
  2. Leverage agile budgeting: Adopt agile budgeting practices that allow for rapid scaling up or down based on market conditions. This approach ensures flexibility without compromising long-term goals. 
  3. Avoid tactical short-termism: Balance short-term needs with long-term brand-building activities to avoid focusing solely on immediate results. 

Building resilience in marketing teams 

In today’s ever-changing business environment, resilience is key. Resilient marketing teams adapt to shifts and support evolving objectives, reflecting positively in performance. Strategies include: 

  1. Embrace change: Foster a culture open to change and quick to adapt. Agile marketing practices, such as regular sprint reviews and iterative planning, help teams stay flexible and responsive. 
  2. Invest in your team: Continuous professional development ensures your team has the skills needed to navigate new challenges and leverage emerging opportunities. 
  3. Foster collaboration: Promote cross-functional teamwork to drive more effective and innovative marketing solutions. 

Agile marketing practices 

Embed agile marketing practices that are data-driven and focused on continuous improvement because the way your teams work underpins the results you achieve: 

  1. Experimentation and learning: Implement a test-and-learn approach to discover what works best and iterate based on findings. 
  2. Data-driven decision making: Use data from experiments to refine strategies and demonstrate business impact. 
  3. Collaborative cuts: Work with the C-suite to make informed, collaborative decisions about budget cuts, ensuring they are strategic and support long-term goals. 

And finally, lead by example 

Demonstrate a growth mindset, take the feedback given and work with it. B2B marketers must adopt a strategic approach to effectively communicate their value to the C-suite. By aligning marketing initiatives with business objectives, leveraging data-driven insights, focusing on meaningful KPIs, and adopting agile practices, marketers can secure the necessary investment for success. Understanding the specific needs of different stakeholders, avoiding vanity metrics, and demonstrating the tangible impact of marketing activities will ensure the C-suite recognises marketing as a critical driver of business growth. 

For more insights and agile marketing strategies, explore Bright’s Bright Ideas. By showcasing the strategic value of marketing, senior marketers can elevate their role and drive enduring success.  

Zoe MerchantCommunicating marketing value to the C-Suite: A strategic and agile approach for B2B Marketers
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How to boost the effectiveness of your marketing function – Reading list

How to boost the effectiveness of your marketing function  – Reading list

Welcome to a curated collection of inspiring and insightful reads and podcasts to help you boost the effectiveness of the marketing function within your organisation.

Books:

Measure What Matters by John Doerr 


Cannes Award Winners

Paul KeeganHow to boost the effectiveness of your marketing function – Reading list
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Marketing effectiveness reframe cards

Marketing effectiveness reframe cards

Download your cards to reframe conversations and spark fresh perspectives. 

Reframe Cards are an easy-to-use tool intended to stimulate conversations within teams, encouraging them to reconsider strategies and tactics by prompting thought-provoking discussions.

These cards aim to foster transparency and collaboration by prompting team members to share their thoughts and ideas openly. They can be used in various settings such as team meetings, workshops, or planning sessions to focus on goal-oriented actions and results.

The cards are designed to infuse creativity and agile thinking into team communication, aiming to drive discussions towards actionable solutions. Specifically, the Marketing Effectiveness edition of these cards targets marketing teams, aiming to enhance their strategic capabilities and improve results.

Download the Marketing Effectiveness Reframe Cards

Ready to reframe your mindset and your conversations? Download your Reframe Cards today! 

Interested in improving the impact of your marketing?

Check our on-demand webinar on ‘How to maximise your marketing effectiveness’, our panel of B2B marketing experts address some of these key challenges, and share insights and practical solutions to address these issues – we’ll cover people, process, data and tech.

Alaina RobertsMarketing effectiveness reframe cards
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Discover new possibilities with Reframe Cards!

Discover new possibilities with Reframe Cards!

Download your cards to reframe conversations and spark fresh perspectives. 

The Reframe Cards are designed to bring creativity and agile thinking into your team’s communication. 

By offering specific prompts, these cards encourage team members to share their thoughts, ideas, and opinions more openly, fostering a culture of transparency and collaboration.

Each Reframe Card aims to stimulate problem-solving discussions, driving the team towards actionable, goal-focused solutions.

Reframe your thinking

Ready to reframe your mindset and your conversations? Download your Reframe Cards today! 

Great to use in team meetings or to kick-start internal workshops, these cards cover the following areas:

 ⭐️ Design thinking – Challenge conventional strategies, embrace a fresh perspective and find innovative solutions to complex problems. 

 ⭐️ Activating agile – Unlock agile methodologies to enable adaptability, perform efficiently and drive a results-focused approach.

 ⭐️ Experimentation Experiment with new ideas and strategies, encouraging a culture of continuous improvement and learning 

 ⭐️ Growth mindset Re-think your current practices, iterate towards exciting outcomes and deliver exceptional results through continuous learning. 

 ⭐️ Change enablement – Say goodbye to outdated approaches and enable your team to embrace change to stay ahead of the competition. 

Alaina RobertsDiscover new possibilities with Reframe Cards!
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AI in marketing: Unpacking the opportunities and challenges

AI in marketing: Unpacking the opportunities and challenges

Elevate your marketing strategies and dive into the world of generative AI at our latest Smarter Marketer panel event. Whether you’re grappling with how to harness the potential of AI to drive business growth or seeking actionable tips on how to integrate AI into your marketing efforts, our event covers it all.

Our exclusive panel discussion simplifies the complexities of AI’s challenges and guides you towards pragmatic solutions that work for your organisation. Witness first-hand the positive impact generative AI is already having on marketing strategies and outputs.

Our Smarter Marketer panel event delves into:

  1. Generative AI tools unveiled: How AI is revolutionising content creation strategies.
  2. AI in action: Implementing AI for maximum effectiveness.
  3. Testing and adoption incubation: Implementing and testing AI tools.
  4. Operational excellence: Vital considerations for governance in your marketing operations.
  5. Risk management: Identifying, assessing and mitigating risks.

Missed the session, watch it on demand!

Unlock the AI advantage – activating AI

Ready to embark on your AI journey? Our tools and use cases for marketers resource is a great place to start – download yours today.

Meet the speakers

Mark Breslin

Chief Product & Technology Officer, Informa Tech

Mark is responsible for leading the Product & Technology at Informa Tech. This team focuses on working with the leadership teams across the business to shape and create product strategies and roadmaps for new and existing products and services.

Kate Cox

CMO, Bright Bid

Kate is an experienced CMO with a focus on marketing for the digital age and is a native AI marketer in her current role at Bright Bid, an adtech company using AI and human expertise to improve the effectiveness of paid digital activity

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.

Interested in reading more about the capabilities of AI in marketing?

Check out our reading list here – Ignite your knowledge: The ultimate AI adventure begins

Paul KeeganAI in marketing: Unpacking the opportunities and challenges
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In-house vs marketing agency or consultancy

In-house vs marketing agency or consultancy

To compete in today’s markets, businesses need to be more adaptable than ever. Becoming a fast-growing business is the result of a range of factors, of which marketing plays a significant part.

(Check out our Marketing as an Accelerator eBook to find out exactly how significant marketing is for growth.)

But, is it better to have an in-house marketing team or outsource to a marketing consultancy or agency?

1. Marketing experts Vs subject matter experts

In this instance, we would consider those in an agency or consultancy to be holistic marketing experts, with internal employees more likely to be subject-matter experts, specific to their businesses.

Working on a variety of projects and executing marketing plans for a whole host of clients is what marketing agencies do best. The experience gained from working in such an environment is invaluable.

Agencies and consultancies will naturally have a broader understanding of the market from exposure to other industry partners. This visibility can help shape and build strategies that make a client stand out from their competitors.

Having access to a wide network also provides agencies with flexible skills and a fresh perspective, whereas in-house teams often have funneled knowledge.

Arguably, internal employees are subject matter experts, establishing a deep-rooted understanding of the business as a whole. This in-depth knowledge can make for better business understanding and learning, but it has its limitations.

2. More creativity, better results?

In-house, a team will be focused on complying to core business strategies and delivering results. However, this internal focus can often cause teams to become shielded from external macro factors.

Through hiring an outsourced marketing team, it is possible to gain fresh perspectives, which can lead to invaluable insights into the latest trends within your industry. Agencies and consultancies can provide a level of creativity that you simply may not be able to achieve internally – they can be your ‘creative thinking hat’.

Results drive business growth. It is important to ensure that your agency understands your business strategy in order to align marketing plans. When this is done well, an outsourced partner can become an extended part of your team – which drives results!

3. Time is money

In most cases, having an internal marketing team means your approval process will be better streamlined. Fewer emails and more face to face conversations allows for greater visibility and reduced lead times.

On the other hand, by outsourcing to a marketing agency or consultancy, a business is able to free up internal resources to focus on other business tasks. An agency allows you to sit back and focus on other business-critical activity, enabling your existing staff to become more efficient.

Some may argue it is more cost efficient to have an internal marketing team as there aren’t any rush or overtime charges. But, it has been found that agencies provide an average 9% monetary saving and a 15% average time saving precisely for those reasons. When there is a financial penalty for delays, you’re much more likely to move the project along rush faster than when you have all the time in the world.

4. Give your business space to grow

Growth, specifically fast growth, is a key strategic approach for many businesses to maintain competitive advantage in their industry. Why do some businesses grow quicker than others? Marketing.

Marketing is important for getting to those clients you don’t know.

The focus should also be on developing networks and building relationships with external stakeholders. Marketing consultancies have a large network extending to functions that may not be available in an in-house marketing team. They can provide stronger relationships with fewer suppliers.

The real result and key importance of using a marketing agency is freeing up your time to grow internally and externally.

So, what’s better, an in-house or outsourced marketing set-up?

The merits of in house are employees are subject matter experts, fully aligned to their business strategy. Not only this, but activity can be turned around quickly because teams will be working closely and managed by one senior management team. On the flip side, if you’re looking for an agile team, experts within marketing with a full resource behind them including content, creative services, strategy, lead generation and more, then a marketing consultancy is the way to go.

In reality, the sweet spot is somewhere between the two, and that’s what the Bright’s agile marketing hub model achieves.

Agile marketing hub –  bringing together the benefits of both internal and external experts

Bright is a strategic marketing consultancy we’re different to an agency as we focus on using agile ways of working to rapidly drive results by understanding your business, aligning to your goals and making sure marketing is working towards achieving them, at pace. We use our Agile marketing hub model to support high growth and dynamic businesses. This provides clients with a cross functional team combining in-house, Bright’s agile marketing strategy experts and supporting resources – such as creative services, content, data and lead generation– as and when required.

We shape and execute marketing strategies designed to optimise and plug in-house gaps and support business goals. We also focus on driving as much business value as possible for our clients by setting clear KPI that align our projects and campaigns with business goals.

Using our agile marketing we experiment and fine tune each and every go-to-market message, tactic and martech use and execution process to get the best results possible for you.

Read more about how marketing is key to high growth and exit strategies in Bright’s new eBook: “Marketing as an Accelerator” – including commentary from business leaders and investors.

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Zoe MerchantIn-house vs marketing agency or consultancy
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