All posts tagged: Events & Podcast

Webinar: From metrics to meaning: Showing the value of brand and demand in B2B

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.

There were some great insights shared by our B2B marketing expert panel, including:

95% of buyers aren’t in-market, so marketers need ‘always-on’ brand activity
The role of storytelling to help justify brand investment to leadership
The importance of social listening to provide real-time insight and improve campaign relevance
B2B search behaviour is shifting with buyers now searching via social and AI platform.

Plus, we reveal the biggest growth opportunity in B2B.

If you’re trying to educate the business, prove marketing’s value, and deliver consistent performance across brand and demand – this is your session.

Meet the panel

Zoë Merchant

Managing Director,
Bright

Zoe Merchant is the founder and managing director of Bright, a strategic B2B marketing consultancy that gives marketers the power to do great work and deliver business results. With over 20 years of experience in agile marketing, she helps clients reinvent their marketing operations, align with business goals, and deliver tangible value.

As a leader and innovator in her field, Zoe has been recognised as a top 10 women leader of 2020, a 3x #40overforty advertising and marketing leader, and a #CannesLions70 Creative B2B juror in 2023. She is also a certified Agility in Marketing professional.

Zoe is passionate about investing and reinventing marketing teams, promoting diversity and inclusion, and championing marketing’s role in business transformation.

Christina Minshull

CEO
The Brand Audit

Christina Minshull is the CEO of The Brand Audit, helping CEOs, Founders & Execs transform influence to impact through personal brand strategy.

A storyteller with a spreadsheet mindset, she has nearly two decades of experience leading high-performance Brand, Social, and Digital Marketing teams at global enterprise corporations like EY, LinkedIn & WestJet. Christina is passionate about helping others turn potential into reality with the visibility that comes from social media.

A Top LinkedIn Voice in Brand Strategy & Social Media, Christina is a sought-after global speaker and creator, with 25K+ followers across LinkedIn (@ChristinaMinshull) and TikTok (@thelinkedinguru). Her human-centric approach to social media has attracted high-profile clients from EY, Amazon, Microsoft, IBM, Cisco, and more across the UK, EMEA, US, and Canada.

Emma Moorman

Senior Director, Demand Generation
Informa

An experienced and commercially driven leader with global experience in driving growth in marketing and product management roles; a strong product background in building solutions to empower and solve problems for marketing professionals.

May 21, 2025 Alaina Roberts Bright Videos & Podcasts, Marketing Effectiveness

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.

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.

Complete the form below to register for the event

April 24, 2025 Alaina Roberts

On-demand webinar: Growing audiences and driving engagement in B2B publishing, media & events.

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 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

There’s candid, experience-backed insights — plus actionable ideas you can implement right away to sharpen your audience strategy and make your marketing more effective.

Check out the reading list:

Download your Reframe cards:

Meet the panel

Chelsey Lang

Head of Brand, Content & Community Marketing
Informa Markets, Dubai, UAE

Chelsey is passionate about the way storytelling and data work together to drive action and craft profitable user journeys. She specialises in bringing content marketing into the events marketing sphere, leading on brand building, audience growth and community development across global event portfolios.

Dasha Dollar-Smirnova

Founder,
Frog Talk

Dasha Dollar-Smirnova is a seasoned storyteller and the founder of Frog Talk, a communication and public speaking training company, where she empowers individuals to harness the power of their narratives for greater confidence and impact.

She has developed a unique methodology that blends her background in performing arts as an actress, years in the advertising industry, and her Master of Science in Psychology and Neuroscience of Mental Health.

Having shaped brand communications across multiple channels and markets for global giants like Apple, Nike, and Starbucks, she understands how to craft messages that cut through and connect.

Now, she applies this expertise to coaching, helping individuals and teams communicate with authenticity, clarity, and influence.

Zoë Merchant

Managing Director,
Bright

Zoe is passionate about investing and reinventing marketing teams, promoting diversity and inclusion, and championing marketing’s role in business transformation.

March 13, 2025 Alaina Roberts Bright Videos & Podcasts, Engagement, Publishing, Media & Events

Growing audiences and driving engagement in B2B publishing, media & events.

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.

Complete the form below to register for the event

February 4, 2025 Alaina Roberts

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.

Check out the reading list for this webinar

Meet the speakers

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.

November 13, 2024 Alaina Roberts Bright Videos & Podcasts, Marketing Effectiveness, Marketing Efficiency

How to boost the effectiveness of your marketing function

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.

Access the reading list

May 16, 2024 Alaina Roberts Marketing Effectiveness

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

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

In this session, we cover:

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

Our panel includes:

Emma Sinden, Content & Communications Director, Taulia
Natalie Cannatella, Communications & Content Strategist, Bright
Zoe Merchant, Managing Director, Bright

Check out the reading list

Meet the speakers

Emma Sinden

Content & Communications Director, Taulia

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

Natalie Cannatella

Communications & Content Strategist, Bright

Natalie is an experienced Content and Communications strategist from Bright. 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

April 16, 2024 Alaina Roberts Leading Change, Marketing Effectiveness

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

Marketing Effectiveness: Recommended reads

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

February 28, 2024 Alaina Roberts Bright Videos & Podcasts, Marketing Effectiveness

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

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

December 7, 2023 Alaina Roberts Agile Marketing In Practice

Activating Agile Marketing: Moving Beyond the Buzzword

Embrace the rapidly evolving business landscape with the adoption of agile marketing. Discover the transformative potential it holds for B2B organisations by gaining valuable insights from industry-leading marketing experts who have successfully implemented agile practices within their departments.

This exclusive panel delves into the fascinating journeys, challenges and strategies of these marketing pioneers as they transitioned to an agile way of working. Learn first-hand how agile marketing has revolutionised their teams and discover the benefits it can bring your team and organisation.

Our Smarter Marketer panel event delves into;

Agile Marketing Foundations: Core principles in B2B environments.
Building Agile Teams: Mindset, training, and nurturing adaptability.
Establishing Agile Processes: Flexible workflows and communication tools.
Navigating Challenges: Real-world examples and overcoming strategies.
Measuring Success: Key performance indicators for continuous improvement.
Agile Marketing in Action: Case studies from various B2B industries.

Missed the session, watch it on demand!

Access the reframe cards – Activating Agile Marketing edition

Start activating agile marketing with our reframe cards – purposely created to help you and your teams improve your approach to agile marketing, with tips on how to restructure your thinking.

Meet the speakers

Catharina Rozendaal

Catharina Rozendaal is a results-driven marketing leader with a focus on driving growth. As the Marketing Growth Director for Emerging Markets at ADP, she combines her strategic expertise and deep understanding of market dynamics to execute impactful marketing campaigns.

Emily Nicols

Sian Heaphy

Lydia Kirby

Lydia Kirby is a marketing transformation director with over nine years of experience in the agile marketing methodology. She has worked with B2B tech, consulting, and professional services companies to help them use data and creativity to transform their marketing whilst delivering business outcomes. Lydia is passionate about showing tangible value for marketing and finding creative solutions to business problems.

Reading List

Watched the panel and interested in hearing more? Check out our extended list of agile marketing resources:

Blogs:

5 popular myths of agile marketing
A 5-minute read that dispels myths on agile marketing and how theory comes to life and the true practicalities of agile ways of working.

Getting started with agile marketing
A blog that shares practical tips to adopt agile ways of working in a marketing organisation and how to start on the right foot.

Books:

Hacking Marketing by Scott Brinker
A great book that explores how applying software-inspired management concepts can accelerate modern marketing. Giving insight into how greater agility can improve customer experience.

Agile Marketing by Neil Perkin
This book dives into adaptive marketing principles and practices, providing guidelines to redesigning marketing structures, processes and culture, to be fit for purpose in today’s changeable environment.

The 6 disciplines of Agile Marketing by Jim Ewel
An informative read that provides a concise, approachable, and adaptable strategy for the implementation of Agile in virtually any marketing organization.

Other resources:

Agile Marketing Manifesto
An online resources created by marketers to codify agile marketing and create a manifesto for the industry to utilise and reference.

June 20, 2023 Sian Heaphy Leading Change