All posts tagged: agile marketing

Four things B2B marketers need to focus on now

Four things B2B marketers need to focus on now

2021 has been a bumpy year so far, starting out in the firm grip of the pandemic and rapidly evolving into a more positive outlook for most firms as society and economies started to unlock and learn to live with Covid day-to-day.

Bright has been flexing our agile marketing muscles this year with a focus on experimentation, testing, rapidly learning, and building on success for clients to remain lean whilst taking advantage of every opportunity a fast-moving and unpredictable market allows. We’ve seen the good, the bad, and the ugly of B2B marketing as we’ve strived to embed new ways of working to bring greater marketing agility across our tech & consulting-focused clients. So, what have we learned – here are the top four things marketing teams need to pay attention to now:

Data trumps opinion

As agile marketeers, we rely on data to fuel our learnings and inform where we invest more time and effort next to improve marketing output and impact. Closed feedback loops are critical for marketers to evaluate and assess the performance of an activity. This means marketers have become savvier at setting KPIs and metrics to measure and evaluate success. There is still room for gut instinct and experience, but it must be backed up with insight.

Dealing with data has meant marketers need to develop skills around data analysis and synthesising data from disparate sources quickly to pull out the key learnings and make decisions around where and how to drive improvements.

What if you have no data to start with? Then marketers must be creative and tap into their networks to find look-alike data or industry benchmarks to put an initial stake in the ground and learn from there.

Farsightedness

The pandemic truncated markets and forced budget reduction and freezes[i], and the resulting uncertainty has made everyone much more near-term in their focus. Marketers need to make sure they balance short term tactical activity with meeting longer-term strategic goals and know the difference between the two.

Although all marketers have, without a doubt, become more resilient, agile marketers have found it easier to prioritise and pivot to match the disruption in the market. Agile marketing doesn’t mean there isn’t a plan, its focus is on using short sprints to move towards long-term goals. Learning to set and balance near-term KPI and metrics with the long-term strategic goals and priorities is a critical skill for marketers to develop.

Agile marketing relies on adopting a test, learn and build closed-loop model – these cycles of experimentation are often short, and sprint-based. Agile marketers benefit just as much from some second order thinking skills[ii] to make sure their experiments are robust beyond just the initial intent and factor in longer-term impact beyond the sprint they are in.

Patience is a virtue

Marketers are spending an increasing amount of time justifying their budget investments. However, it must be considered that any marketing process takes time, especially in complex high-value B2B tech sales cycles. Marketers need to be honest and open about the time it takes to build momentum, especially around brand activities. A recent LinkedIn study found that digital marketers often measure ROI too quickly. While the average length of a B2B sales cycle is six months, only 4% of marketers measure ROI over 6 months or longer[iii].

Agile marketing helps marketers to work in a more sustainable, and ultimately leaner, way. Enabling you to show ROI early by optimising successful activity via the test, learn, and build cycle, discarding or changing things that underperform quickly. Metrics in agile marketing cover both sprint-based outcomes to show short-term performance impact combined with longer-term (campaign or project) KPIs for ROI which aligns with the business goals. Agile marketers were more confident that they were able to demonstrate ROI than those taking a more traditional approach[iv].

Breaking down internal silos

A major challenge faced by marketing teams is that they lack permission to be curious and experiment. Hence, marketing teams are still struggling to form cross-functional teams to become more agile and breaking down internal silos. This often leads to a painful lack of customer centricity reflected in poorly constructed value propositions and campaigns.

The great tech marketing teams are focused on new ways of working as a cross functional team – what they can learn, where they can improve, and how it aligns to their business goals.

[i] Bright 2021 B2B marketing trends report – #1 area of challenge for marketers is doing more with less (page 6)

[ii] https://www.techtello.com/second-order-thinking/

[iii] https://business.linkedin.com/marketing-solutions/success/insights-and-research/marketing-ROI

[iv] Bright 2021 B2B marketing trends report – confidence in measuring and demonstrating ROI to leadership (page 15)

Zoe MerchantFour things B2B marketers need to focus on now
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How agile marketing will make you a better marketer

How agile marketing will make you a better marketer

How agile marketing will make you a better marketer

How agile marketing will make you a better marketer...  

It is likely that most project managers in the tech industry have heard the term ‘agile’. If you haven’t, then sprints, stand-ups, reviews and retros might just sound like techno-waffle. But don’t be fooled by the jargon, agile marketing is actually a simple and effective approach for marketing teams to take, and it will make you a much better marketer as a result.  

What is agile marketing? 

Rather than a methodology, agile marketing is a mindset – one that is open and embraces collaboration and learning. 

In practice, an agile approach uses short, fixed time periods of planned activity (usually 1-4 weeks) known as Sprints. Each sprint is an iterative cycle that breaks down a large project into more manageable bite-size pieces. Within these sprints, activity focuses on continuous improvement using data insights, as well as looking at ways to adapt, problem-solve and learn along the way. At the end of each sprint, there is a Sprint Review and Retrospective, which is a chance to evaluate progress and ensure mistakes aren’t repeated.  

One of the most important drivers for success in agile marketing is effective collaboration and making use of cross-functional teams. Traditional ways of working tend to resist change and avoid experimentation. Often there are organisational silos and step-by-step processes which are followed to an end-point, offering little room for flexibility to iterate along the way. This risks spending lots of time and money on a big bang idea that fails to deliver, but you don’t know that result until the damage is done. 

Why should I implement agile marketing? 

Insights

There is plenty of evidence that suggests agile marketing is the right approach. In the 2021 Bright annual B2B marketing survey, 75% of respondents said they adopted agile marketing and were able to respond faster and adapt at pace. 43% also achieved faster time-to-market. Whilst 60% of traditional marketers still need to make better use of their data to respond to ongoing disruption – agile marketing proved the most effective way to achieve this. 

Continual improvement 

The ethos of test and learn with fast feedback loops provide the foundation for ensuring success. If something isn’t working… test, adapt or discard it. This reduces risk and shows you are focused on achieving results. 

Improved team culture 

As teams work closer together with regular open communication and transparency, it means individuals are supported and everyone within a team knows what is going on so issues are resolved promptly. Agile marketing methods help marketers gain better visibility of their tasks and expectations for delivery. As a result, happy employees are more productive! 

How will agile marketing make me a better marketer? 

Get stuff done quicker 

To work with agility, you are working at pace. Regular stand ups update on task progress, their risks and issues, and highlights blockers to be resolved and actioned faster. You deliver outcomes within each sprint, which shows tangible progress towards your goals. How many times have you had a campaign or branding project drag on for weeks and weeks with no progress? Agile marketing forces momentum by its approach. 

Achieve better results 

By being data driven and using the insights to inform your decisions, you strive for continuous improvement. You won’t need to deal with the ‘In my opinion…’ conversation, when you have the facts and figures to justify your decisions. Plus, with the sprint cycles you will see exactly how close you are to meet your goals and adjust activity accordingly along the way. Constantly learning is good for your project, as well as your personal marketing expertise. 

Stay focused and organised 

It is a myth that an agile approach is unplanned or disorganised. When putting agility into practice, the process ensures that you are always thinking ahead, but also responding to new information. You feel in control, as you have a plan, but you’re still ready to adapt and adjust as required. 

What could get in your way? 

Organisational culture 

Pursuing an adaptive and iterative approach means that you probably don’t know what the end state is going to look like. It can be uncomfortable for some to start with the minimum viable activity, rather than defining the perfectly polished solution from the outset. 

Legacy controls 

Typical hierarchical control doesn’t work in agile marketing. Instead, it’s all about working collaboratively, with leadership focused on supporting and empowering teams to succeed. Replacing old style vanity metrics with open, transparent communications and a culture of learning. 

Risk adversity 

Some people don’t like the idea of failure. Just because something didn’t work, doesn’t mean it has no value. Testing and learning means that risks can be responded to and new things can be tried. The key is to use the learnings to not fail the same way twice.  

 

So, while there may be a few obstacles, the benefits of agile marketing, both to you personally as well as your organisation are plentiful. Taking an agile approach will position you as a leading, results driven marketer who knows how to plan and adapt effectively to achieve success. 

If you would like to introduce agile marketing into your organisation, please contact us about our Agile Marketing training or marketing support. 

Kristi RoperHow agile marketing will make you a better marketer
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Four ways agile marketing accelerates company growth

Four ways agile marketing accelerates company growth

Networks help businesses survive. Getting the clients you don’t know, that’s how businesses thrive 

Marketing acts as a business accelerator by reinforcing sales efforts to push beyond existing networks and generate a new pipeline of quality leads. Your personal network will help your business survive but seeking clients beyond this will enable your business to thrive. Here are four ways agile marketing will help you achieve growth.  

1.  Refine your value proposition 

It doesn’t matter how amazing your offering is, if the messaging to present this to the market doesn’t instantly catch your target audience’s attention, then you’ve lost them without even showing your work. A value proposition is a promise of value and is arguably the most important part of your overall marketing messaging. This needs to be a clear statement that tells prospects why they should invest in you. 

Nobody wants the first thing they read about a brand to be a long-winded evaluation of something unrelated to the core offerings. People want to know how you’ll save them time or money, or where they can find some tasty chicken. And that’s why the following brands have thrived. 

Use Uber and you’ll get a ‘ride at the touch of a button’. Choose L’Oreal because ‘you’re worth it’. Head to the KFC, and you know you’ll leave with a ‘finger licking good’ meal. 

All these brands have spent time clearly defining their product or service offering. They have developed a unique value proposition, branded it, marketed it, and capitalised on it. All things that fall into a marketer’s remit In in the words of Kevin Hochman, brand president and chief concept officer for KFC: “When Kentucky Fried Chicken was at its best and growing the fastest, the Colonel and his values were at the centre of everything we did. … Those values are critical to what makes Kentucky Fried Chicken so great.” 

But what happens when your business has a little more meat on the bones and can’t be served deep fried in a bucket? 

“Marketing is invaluable in helping businesses to explain their services concisely, so that someone easily understands what you do and why they should buy from you – which is of course key to helping your business grow” – Steve Anderson, Managing Partner at Capitalise. 

In short, take time defining the values that make your business such a tempting service – it’s what separates you from your competition. Once established, amplify your value proposition to targeted prospects in a way that resonates with them long after they’ve engaged. In doing so, you’ll remove unnecessary hurdles and instead, give them every reason to invest. 

Read more analysis from industry experts in our eBook:  “Marketing as an accelerator” 

2.  Build a pipeline 

Less is sometimes more – even in the world of business. 

Forrester – a market research company – found that 99% of leads never convert to customers. While high numbers look impressive on paper, sales need revenue, not thousands of cold leads in the top of a funnel. This shift from quantity to quality in the B2B space is what prompted the evolution from lead generation to pipeline marketing and now maximisation of customer lifetime value. 

Rather than focusing on generating new leads, pipeline marketing concentrates on delivering customers. It does this by aligning marketing and sales’ decision making and goals with revenue generation – not campaign diagnostics. 

The pipeline approach is about specifically targeting the customers you want, and those who will benefit from your offering, rather than exhausting your efforts on everybody who owns a computer or email account. Paul Beaumont, Growth Director at Equiteq, views the pipeline as an extension of the value proposition; “once you’ve defined the value your business offers, you can be clear about the clients you’ll market to, and your messaging”.  

It’s also worth noting that when it comes to lead prospecting, the more successful businesses don’t buy their fuel from the pump. They also don’t rely solely on personal networks. Instead, they build and nurture a pipeline to maintain velocity in their sales stream. They keep their database up to date, too.  

According to LeadGenius data, more than one-third of a business’s contacts become outdated each year, with data becoming dormant at a rate of more than three percent each month. While GDPR gave companies a good reason to audit their database, cleaning data is a necessary evil that needs to be completed regularly. Not only does it keep marketing and sales efforts meaningful, it allows you to effectively monitor the health of your sales life cycle and tweak where necessary. 

3.  Establish your brand – inside and out 

While consistency in external-facing work is self-explanatory, internal marketing is just as important when it comes to sales. Why? It’s about recognising the foundations of your business, building a brand on those values and remaining true to these as you grow. 

  • It establishes a powerful emotional connection between your team and your products/services 
  • It creates staff loyalty, as you’ll give them a reason to buy into the company vision 
  • Without that connection, it’s likely your employees will undermine the expectations set by your advertising 

It’s often easier to live and breathe certain company’s values when these have remained mostly unchanged during a company’s history. However, when a company experiences a fundamental change (new management, acquisition, new team structure, etc.) most experience some form of internal resistance. 

Few people like change, and during this time, employees will be seeking direction from senior employees. Seniors on the other hand will be hoping to squash unproductive rumourmongering. These turning points are ideal opportunities for an internal branding campaign to direct people’s energy in a positive direction, to harbour a consistency of thinking across the business and to vividly articulate the value proposition. 

4.  Attract buyers 

If your company is already making the right noise in the marketplace, it’s likely buyers will come to you with interest. But this is just the first hurdle. 

Buyers often make judgements based on first impressions and gut instincts. Expect this and ensure the complexities of your business’s “story” are captured in marketing materials – not just the financial statements. Without presenting a strong narrative, buyers are unable to understand that last’s year numbers were down because a squirrel caused a company-wide blackout, costing the company in downtime –  it happens more than you think. 

Mike Altendorf notes, “buyers will often look for businesses that have an effective and proven marketing strategy and delivery model – but it’s also key to attracting the attention of the buyer in the first place.” 

Another important factor for buyers is the longevity of the business they’re about to buy. This includes having confidence in revenue streams and staff retention. 

A company is far more attractive to a potential buyer when their bottom line doesn’t depend on only one or two large clients. Having a holistic marketing strategy in place shows that you have considered activities that drive growth and new business opportunities. Using an agile marketing approach shows alignment between your marketing and sales team – a task your new investors will not have to orchestrate. A healthy pipeline is equally influential as it will demonstrate movement in the sales stream and pinpoint successful tactics to build on. 

Strong internal branding and communication can also bring confidence to investors, as employees are more likely to be loyal to the brand, rather than to individuals. This is important because potential buyers need to know that key employees won’t jump ship after a sale, and that the business is capable of growing with new management or in your absence. 

Accelerate with agile marketing  

Using our unique capabilities and agile marketing methodology, Bright helps build integrated campaigns and marketing transformation projects that drive success for your business in both the short and long term. We enable businesses to accelerate growth quickly and profitably — triggering a positive impact, without the disruption. 

For more in depth analysis on how you can leverage marketing to enable fast growth, download our latest ebook:  “Marketing as an accelerator” 

Elliot MundinFour ways agile marketing accelerates company growth
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5 B2B marketing trends to watch in 2021

5 B2B marketing trends to watch in 2021

The disruption caused by the global pandemic has led to some profound changes in our values, attitudes and behaviours to both our personal and work lives. For B2B marketers, this has accelerated the adoption of some existing trends, such as digital transformation and the increased use of data to understand and respond to changes in buyer behaviour, and embedding new ways of working through a more agile approach to marketing. It also helped to create some interesting new trends which we expect to see gain momentum in B2B marketing in 2021.

Customer centricity at the forefront

Most businesses think they know their customer, but there has been a tendency for businesses to focus on what they want to talk about, rather than what their customers want to know or will find most useful. The disruption of 2020 has certainly shone a light on this. Suddenly people were thinking and behaving differently, both in their personal and work lives, and buying decisions were often put on hold. In a poll conducted at our recent ‘Personas and buyer journey’ online bootcamp, we found that only 10% of attendees felt that their existing personas and buyer journeys were helping them hit their sales targets. In 2021, organisations will be focused on truly understanding what their customers want, their business environments and how they can best support them. Customer centricity therefore needs to be at the very forefront of every marketing decision, campaign and communication. Data and martech have key roles to play in achieving this consistently and at pace.

Being data driven is now fundamental

The need for marketing to be driven by data saw a renewed emphasis due to the chaos of the pandemic and the change in behaviours that followed. Marketers now need to be more data-driven than ever. To do this they first need to get better at capturing data. According to a recent report by IDC and Seagate, 44% of data available to organisations goes uncaptured, and 43% goes unused. Organisations also need to get better and distilling and activating data to turn it into actionable insights for the business. While there is certainly a role here for new AI technologies and machine learning to help make business decisions, most organisations need their marketing teams to get better at harvesting, understanding and gaining insights from data which drive improvements and allow meaningful interactions with the prospect or client.

Location displacement

The pandemic turned how we live and where we traditionally do things on its head. The requirement for us all to stay at home during national lockdowns and to continue working from home if possible, even when restrictions were eased, led to an increased demand for online experiences. These included the rise of virtual events, interactive tools or gadgets that make your prospects’ lives easier (such as this campaign ROI calculator) and personalised social selling that engages at a 1:1 level. This is expected to continue in 2021 and beyond. In response to this, digital marketing not only needs to be front and centre, but ensuring a seamless omni-channel user experience is now a standard expectation in B2B.

Emotional connection

Emotional connection was a big trend in B2C marketing in 2020 as organisations sought to tap into and reflect the emotions that people were experiencing. A study by the B2B Institute at LinkedIn showed that strategies that appeal to emotions are 7x more effective at driving long-term sales, profits and revenue than those just delivering rational messaging. Research conducted by Google also shows that B2B purchasers are almost 50% more likely to buy a product or service when they see personal value (i.e. an opportunity for career advancement or confidence and pride in their choice) and 68% of buyers who see personal value will pay a higher price for a service. B2B marketers need to become increasingly savvy on how to make best use of content and messaging to build an emotional connection with influencers and buyers in 2021. Those who can create campaigns that successfully appeal to people’s emotions will differentiate themselves from the pack.

Curiosity culture

As our approach to marketing at Bright is based on agile principles, we know that experimentation and failure are the start of success. For example, how do you know for sure if an emotion-led or benefit-led message is more effective? You have to test and experiment in order to learn and build. Of course, your data processes and analytics are the key to understanding what is working and what is failing. As more marketing functions adopt agile marketing principles, we expect to see an increase in curiosity and experimentation in B2B marketing campaigns.

Agile is the key

In fact, adopting agile marketing processes is the key to embracing all of these trends effectively. Understanding how to make proper use of data and research to drive decision making is the backbone of agile marketing. Testing different approaches, channels or messages (emotional vs rational) and constantly iterating and improving is another critical element of agile marketing. Agile marketing builds resilience, helping you pivot and adapt to current trends, and ultimately drive better results from your marketing that support your business goals. To find out how you can adopt agile marketing to better manage disruption during this pandemic, get in touch with a Bright expert.

Zoe Merchant5 B2B marketing trends to watch in 2021
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5 reasons why agile marketing adoption will boom in 2021

5 ways agile marketing is set to grow in 2021

5 reasons why agile marketing adoption will boom in 2021

By Natalie Cannatella, Content and Communications Strategist

One of the biggest marketing trends this year was the growth of agile marketing. According to the ‘3rd State of Agile Marketing Report’, agile marketing adoption went up from 32% in 2019 to 42% in 2020Almost all of the growth is due to a reduction in the percentage of marketers identifying with the traditional waterfall model of marketing management. At Bright, agile marketing has been at the heart of our founding principles and processes since our inception. Here are five reasons why we believe agile marketing is set to grow even further in 2021. 

Pandemic panic   

Covid impacted pretty much every aspect of both our personal and working lives last year. Businesses in particular have faced disruption, uncertainty and a constantly changing landscape. This meant that the best marketing plans quickly went out the window as many businesses went into crisis mode. In these conditions, adopting an agile approach to marketing, where marketing departments could adapt quickly to changing circumstances, suddenly became more important than ever before. Even though we have (thankfully) now started the rollout of the first approved vaccine in the UK, the future remains uncertain and impossible to predict. For those who adopted agile marketing practices in 2020, there is certainly no going back. For those who have yet to embrace agile marketing, 2021 is the year to dive in as businesses continue to navigate their way through the pandemic and beyond. 

Data is king 

We live in a world where almost everything we do online is tracked, and organisations today are set up to capture volumes of data about their customers and prospects. Businesses that can fully capture, understand and utilise that data will gain a competitive edge. Data and agile marketing go handinhand. Having access to real-time data – and being able to analyse it  is one of the key pillars of agile marketing. It’s an approach that focuses on making decisions that are always driven by data, and businesses looking to thrive in a post-Covid world will want to ensure they are doing this effectively. 

Pervasiveness of agile  

The test, learn, improve model is now well established and accepted beyond the technology team. By applying this model to marketing processes and campaigns, businesses are able to make tweaks and amendments to optimise activity based on data to cultivate continuous improvement — another reason why we think businesses are likely to extend agile practices to their marketing function in 2021. 

Banish mediocrity 

One of the things all businesses have had to do this year is think creatively in order to survive. This most definitely extends to the marketing department. In 2020, mediocre marketing campaigns just didn’t cut it, and in 2021, standout creative campaigns will be another tool organisations use as they try to recover from the previous year and get back to growthAgile marketing supports teams in creating more effective standout campaigns that support your KPIs and business objectives. 

Need for speed 

Doing things faster, and better, than your competitors are the main ingredients for business success. Businesses are realising that agile marketing practices can significantly increase time-to-market. Getting those data-driven, creative marketing campaigns out to the market quickly, gives you that competitor-beating edge. 

Are you ready to embrace agile and accelerate your marketing? Drop us an email at hello@brightinnovation.co.uk  

Natalie Quinn5 reasons why agile marketing adoption will boom in 2021
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The Social Network

Exploring the power of LinkedIn

The Social Network

How to use LinkedIn effectively to support your marketing goals

By Nick Johnson, Demand Manager at Bright

You are probably only too aware of the power of LinkedIn as a social network to grow your business pipelineprofessional profile or job hunting prospects at the click of (a few) buttons. It’s the platform for creating engagement.  

But the real value of LinkedIn comes from who you are connected with. Like all good marketing and sales campaigns, the focus should be very much on quality over quantity. This is where LinkedIn is ultimately unrivalled.   

Over the last 12+ months we have been working with our clients on projects ranging from recruiting partners across Europe to building registrations for virtual events in key target markets. The constant here has been using LinkedIn as a key driver for these activities.   

At Bright we take a highly targeted, segmented and personalised approach to this which allows our clients to grow their LinkedIn presence with the right audience, at pace.  

Over the last six months in particular, the results from these projects have improved time and again, resulting in numerous new connections, meetings and attendees. All helping clients progress towards their business goals. You can see how we helped drive 2,000+ attendees to a virtual event for our client TECHNIA in this video case study. 

So, you’ve got yourself 350 new connections on LinkedIn – what do you do next? 

The optimising of a profile, targeting stakeholders from key accounts, building new connections, and starting conversations is really just the first steps of the process. The ultimate outcome is portraying the user as an industry and business thought leader amongst their peers, prospects, customers and wider network.  

Building towards this longer-term goal takes preparation, a defined strategyengaging content and a consistent approach to networking. This is also something which cannot be turned on and off. There will naturally be peaks and troughsbut at least one of the following elements should be running:

  • Personal brand – promoting you, your company, your products or services and industry thought leadership content 
  • Dream clients and contacts – monitoring and understanding what your key target contacts and accounts are doing in the market 
  • Connections and conversations  keep networking and engaging with your contacts  
  • Community leader  posting in relevant groups for peer-to-peer engagement 
  • Soft selling  interacting by liking, commenting and sharing your target audience 

Yes, it is a lot of work. But it is definitely worth the reward.  

Interested in using LinkedIn to support your marketing goals? Drop us an email at hello@brightinnovation.co.uk 

Nick is a results driven Demand Generation Manager at Bright. He has over 6 years B2B demand generation and business development experience gained working with some of the world’s largest IT and tech companies. Nick has managed projects around the globe, creating engagement across a variety of industries and contacts. He is passionate about how bespoke, highly targeted and (most importantly) agile campaigns can deliver value for his clients. 

Lydia KirbyThe Social Network
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3 ways to inject agility in FinTech marketing

Exploring the power of agile marketing in driving FinTech marketing success

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.

Lydia Kirby3 ways to inject agility in FinTech marketing
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Smashing the 1,000-attendee target for your next virtual event

Webinar recap: How agile marketing powered TECHNIA's virtual event

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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Five tips to a successful Webinar

Five tips to a successful Webinar

When your audience can no longer come to you, creating engaging virtual and digital experiences has become vital for businesses, now more than ever. From webinars to masterclasses to 3-day virtual conference events, virtual knowledge sharing has fast become the new normal. Pre-pandemic, over 50% of businesses planned to increase the number of webinars they produced in 2020 and we can assume this has increased vastly in the last few months. Businesses are having to pivot quickly, switching physical events to online events, with webinars being the popular option for many marketeers. They are a highly effective way of building an audience and launching it at speed.

In a recent post, we discussed the best time to host a virtual event for a global and local audience. Read on for some more top tips to hosting a successful webinar (like our recent one, Agile in Action).

Tip 1: Create engaging content

You have an average of 50 minutes with an audience of prospects, so webinars are a powerful marketing tool, but you need great content to keep them engaged. A visually appealing, text light presentation can increase engagement from the viewers and result in more highly qualified leads. Choose a niche topic that is relevant, touches on your target audience’s pain point(s), and is something you can provide expertise on – and a solution.
Got a lot of information to share? Kick-start a regular stream of content. Building a hub of webinars on your website establishes your company as a thought leader in the sector. As you run more sessions, you’ll learn what works well with your audience and continuously optimise your performance.

Tip 2: Promote your webinar everywhere

Content is key for an engaging webinar but so is the promotion. How many times do you register for a webinar, receive a reminder almost a month in advance and possibly the day before, but still forget about it or remember too late?

Promotion should start a minimum of two weeks before, but we would recommend earlier – four – six weeks. Naturally, a longer promotional period will boost registration rates and can increase the number of attendees on the day.

It takes time, and multi-channel campaigns for people to be aware and excited about your webinar. Promote it everywhere – on social, blog posts, your website, via your partners and through email – still one of the biggest drivers of webinar registrations at 57%. Rather than hammering home the same event reminders, add valuable supporting content to the mix. For example, relevant blogs, speaker information, a kick-start guide or infographic – all of which help set the scene and build enthusiasm, ensuring your audience doesn’t fatigue.  This is about those who have registered for the webinar too – what content will they find interesting? Keeping registrants’ warm helps increase live attendance and interaction.

Don’t forget to start planning and creating your post-webinar follow-up communications (see tip 5). Whether they attended live or not, this is the beginning, and arguably most important step, when converting webinar leads from MQL to SQL.

Tip 3: Engage and interact with your audience

92% of webinar attendees are looking for a Q&A / opportunity to ask questions. So ask registrants to send in their questions pre-webinar. Not only does this keep your registrants thinking about your event but it gives you time to prepare answers to those questions and time to manage extra ones that come in during the Q&A.

Selecting a reputable webinar platform that you can trust and that provides the right user experience. Zoom, On24, Microsoft Teams, Go To Webinar, Google Hangouts – there are a wide range of platforms but choose one that is secure, can integrate seamlessly with your martech, and is easy for your team to use (they will be in control on the day). Take advantage of polls and quizzes (included in some of these platforms) during the webinar to get live feedback from the audience during the event.

Tip 4: Practice makes perfect

Bring together your script, slides (even if they’re still in draft) and any guests or hosts for the webinar and do a dry run at least once before the big day. This will help everyone understand timings, allow you to refine the presentation further and give your speakers time to gel-together. It’s also a good opportunity to iron out any technical hitches before the go live! Ensure you have the best equipment – microphone, cameras etc. to eliminate any technical issues and help build your confidence!

Tip 5: After curtains close, game time

So, the webinar has finished and it was a success – well done! The 24-48 hours after the webinar is key. Ensure you follow-up with attendees, thank them for joining and provide them with the recording and slides. Don’t forget about the contacts who registered but didn’t log-on live (up to 35% of webinar sign-ups are people who will want to watch it on-demand) so get the recording and slides over to them too, and thank them for registering.

Go the extra mile – these are you prospects after all – offer free templates to help them get started, a relevant report or thought leadership piece. Anything the attendees didn’t anticipate receiving is an added bonus!

Finally, timely delivery of your well-planned follow-up nurture emails (see tip 2), start now. Over the next few weeks you need to do everything you can to convert some of those prospect leads into customers. Don’t expect them to come to you, they have shown their level of interest across the last few weeks as they have engaged (or not) with your content and virtual event. Now it’s time to nurture them, connect on LinkedIn and find out if there is an opportunity to be won!

Our upcoming webinar will go over How to succeed at virtual events, including how you can make the most of your events. The webinar will take place on Wednesday 24th June, 11am BST. Register now to save your seat.

Check out our previous blog posts on virtual events, including When to hold a virtual event and a summary of our last webinar, Agile in Action.

Zoe MerchantFive tips to a successful Webinar
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The 3 Building Blocks of Agile Marketing

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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