Bright

Agile marketing enables 123% revenue increase

For Informa Pharma showcase event

Agile transformation in Events & Publishing

Informa Markets EMEA, part of Informa Plc, undertook a significant agile marketing training and activation programme to upskill their marketing teams. With newly empowered teams working more efficiently and effectively, the pilot programme changed their ways of working and thinking – leading to outstanding results, including a 123% year-over-year ticket revenue increase.

The pandemic significantly impacted Informa’s events business, requiring a reassessment of growth strategies. EMEA marketing leadership wanted their teams thinking and working differently, increasing efficiency, productivity and adaptability. Victoria Hardiment, Pharma Marketing Director at Informa, identified that adopting agile marketing methodologies would be the launchpad for change. Bright was brought in to educate the leadership on the value of agile marketing and provide the the team with the skills and tools to run their pilot programme.

Leadership buy-in was crucial for successful adoption of an agile marketing approach, so the first step was to successfully engage this audience. The initial training programme targeted marketing directors from London, Amsterdam, and Dubai. Following a discovery phase, Bright developed a two-day interactive course on agile practices to improve audience engagement and drive more effective outcomes.

The highly relevant and engaging training provided a robust understanding of agile marketing principles and best practices and identified practical use cases within the Informa workflow. Subsequent sessions were provided to local marketing teams launching pilot projects.

So far, 57 marketers have been trained, totalling 529 hours of training. The Pharma marketing team applied agile methodologies to their showcase CPHI Europe event, which enabled them to deliver the best results ever achieved. The results have led to continued investment in agile marketing training and activation programmes across Informa Markets.

Key stats

123%

year-over-year ticket revenue increase

34%

attendee increase (almost 54,000—their highest ever)

17,000 more

C-level target attendees

An inside view

"What an incredible result! Thank you for your hard work, expertise, and support… This year, we’ve changed everything about our campaign and approach to marketing. Through our Agile Marketing Hubs, we’ve targeted our communications more, relaunched our digital touchpoints, tested and experimented. This has enabled increased engagement across all channels. I am so proud of the amazing marketing team who have worked tirelessly to innovate and deliver this brilliant result."

Victoria Hardiment, Pharma Marketing Director

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