Let’s be honest – we’ve all heard it before. Brand and demand need to work together. It’s not a revelation, it’s common sense.
And yet… senior B2B marketers are still stuck trying to prove the value of long-term brand investment. Still battling short-termism. Still explaining – again – why awareness and trust are just as important as leads and pipeline value.
This session isn’t about rehashing what we already know. It’s about how to make it stick—with the board, the wider business, and across your marketing teams.
We’ll explore how agile ways of working help align brand and demand, break down silos, and build a marketing engine that connects to commercial goals.
Join our expert panel of B2B marketing leaders as we dig into:
How to stop the cycle of one-and-done campaigns
Why brand can (and should) drive pipeline
Practical, always-on frameworks that don’t burn out your team
How to connect brand and demand to boost CLTV and revenue
How to break down silos and work towards common commercial goals
If you’re trying to educate the business, prove marketing’s value, and deliver consistent performance across brand and demand – this is your session.
Download your cards to re–frame 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.
This edition, created especially for marketing teams working in publishing, media and events, are designed to challenge thinking and uncover key learnings, to help refine strategies, optimise performance, and drive audience development for greater engagement and business impact.
They aim to foster transparency and collaboration by prompting team members to share their thoughts and ideas openly, and can be used in various settings such as team meetings, workshops, or planning sessions to focus on goal-oriented actions and results.
The cards can infuse creativity and agile thinking into team communication, aiming to drive discussions towards actionable solutions.
Complete the form below to download the Reframe cards
B2B publishers and media firms are juggling events, content, subscriptions, and communities to grow audiences and keep them engaged year-round. But what’s actually driving results — and what’s just making more noise?
In this panel, senior marketing leaders who’ve been in the thick of it share real-world insights on what’s working (and what’s not). No fluffy theory — just practical strategies for building connected audience experiences across events and media.
We’ll explore:
Connecting events, content, and digital products to keep audiences coming back for more
How to cut through the noise with compelling narratives and storytelling that turn audiences into engaged communities
What works (and what doesn’t) and how to craft content that actually resonates
Practical ways to test, learn, and adapt faster (without burning out your team)
How leading B2B publishers are transforming unknown audiences into loyal, engaged communities
Expect candid, experience-backed insights — plus actionable ideas you can implement right away to sharpen your audience strategy and make your marketing more effective.
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 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.
Senior marketing leaders – Supercharge your marketing department with the game-changing strategies that can unleash hidden opportunities and eradicate inefficiency.
Watch on-demand to gain expert advice on:
What you gain with a more effective marketing function
The top 3 most important factors to transform your marketing function effectiveness
The proven tools to help you on your journey – including one we’ll give you for free!
How to get started
This is NOT your average marketing webinar. This is your chance to take your marketing from good to legendary in 2024!
Speaker: Lydia Kirby, Marketing Transformation Director and ICAgile Certified trainer
Download: Marketing Effectiveness Reframe Cards
Reframe Cards enable you and your team to have a different kind of conversation, re-think strategies or tactics and highlight learnings that you can take forward to optimise and generate better outcomes.
These Reframe Cards are focused on having conversations to help improve your marketing effectiveness, and empower your team to challenge their thinking. By changing their frame of mind to continually learn and grow, you can yield real business results and make a positive impact on your businesses bottom line.
Reading list
We’ve curated collection of inspiring and insightful reads and podcasts to help you boost the effectiveness of the marketing function within your organisation.
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
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 experiencedContent and Communications strategist from Bright.She’s 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.
Download your cards to re–frame 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.
Here are some additional resources you may find useful:
Marketing leaders are faced with an ongoing barrage of challenges from fast-evolving AI to the pressure of achieving better results with fewer resources, as well as getting the most from your CDP investment and needing to balance short term KPIs with long term goals. We understand that marketing leadership is a tough job right now!
In our 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.
Listen to the podcast
Download your Marketing effectiveness reframe cards
Reframe Cards enable you and your team to have a different kind of conversation, re-think strategies or tactics and highlight learnings that you can take forward to optimise and generate better outcomes.
These Reframe Cards are focused on having conversations to help improve your marketing effectiveness, and empower your team to challenge their thinking. By changing their frame of mind to continually learn and grow, you can yield real business results and make a positive impact on your businesses bottom line.
Check out our suggested reading list of articles, reports and videos to help take your marketing effectiveness to the next level
On-demand video on Maximising your marketing effectiveness
Watch to learn how to improve the impact of your marketing machine, including:
People: Improving ways of working, determining future skills and developing a growth culture
Process: Optimising your operating model to improve revenue and customer centricity.
Data: Achieving optimal RevOps and KPI setting
Tech: Maximising the value from your existing martech stack and optimising GenAI opportunities
You’ll also hear examples of how you can find hidden value within your existing marketing and how to prioritise your efforts for the biggest impact.
Our panel includes:
Emily Nicols, Group Marketing Director, Informa Markets
Sian Heaphy, Certified Agile Trainer and Director, Bright
Zoe Merchant, Managing Director, Bright
Meet the speakers
Emily Nicols
Group Marketing Director, Informa Markets
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
Accredited Agile Marketing Trainer and Director
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.
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.
Download your cards to re–frame 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.
Here are some additional resources you may find useful:
Where effectiveness equates to competitive advantage, the application of agile marketing has become a key framework for B2B marketing leaders focused on improving their strategic impact in 2024.
In this webinar, we have brought together leaders in agile marketing to reflect on the learnings and successes from 2023. Watch the webinar to discover how you can embrace new techniques to enhance your B2B marketing outcomes in 2024.
Our experts dive into practical strategies around the following themes:
👉 Streamline operations and decision-making through agile adoption for effective marketing. 👉 Leverage data to optimise marketing strategies and showcase their value. 👉 Elevate marketing relevance through personalised interactions with your audience. 👉 Build brand consistency to drive loyalty and increase customer lifetime value. 👉 Foster a culture of experimentation for high-impact strategies and continuous improvement.
Missed the session, watch it on demand!
Meet the speakers
Jim Ewel
Co-Founder and Author, Agile Marketing Alliance
Jim is an Agile marketing pioneer who has guided over 70 organisations in adopting Agile practices. He helped create the first Agile Marketing certification and authored ‘The Six Disciplines of Agile Marketing’
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.
Kirsten Dixon
Marketing Performance Director, Informa
Kirsten is an experienced Marketing Performance Director, leading the EMEA Marketing team for Informa Markets. She is responsible for driving marketing effectiveness across the company’s diverse portfolio of markets and products.
Sian Heaphy
Accredited Agile Marketing Trainer and Director
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.
