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The agile advantage: Maximising media and event marketing performance

The agile advantage: Maximising media and event marketing performance

Rewire your events and media marketing for pace, focus and impact

As a senior marketing leader in media and events, you face relentless pressure to deliver measurable results while navigating constant change, tight deadlines, and evolving audience expectations.

Traditional marketing approaches can’t keep pace with the speed of your business. This playbook equips you with the strategic framework and practical tools to transform your marketing operations through agile methodologies.

By breaking down key concepts, frameworks, and real-world applications, it will help you navigate the challenges of demonstrating marketing impact, improving efficiency, and adapting to change. Whether you’re looking to introduce agile for the first time or refine existing practices, this playbook will give you the tools to drive measurable results and transform the way your marketing team operates.

This Playbook is your practical guide to working smarter, moving faster, and delivering measurable impact – without adding more to your to-do list.

Built for modern event and media marketers under pressure to prove value, this playbook shows you:

  • What agile marketing is and how it helps you ditch outdated plans in favour of fast, focused execution

  • How to improve effectiveness by aligning campaigns to real business goals

  • How to build a team that collaborates better, adapts faster, and delivers more consistently

  • How to run high-impact experiments that drive learning, lead quality, and ROI
  • How to scale what works, cut what doesn’t, and stay one step ahead of changing priorities

Whether you’re optimising an existing strategy or starting fresh, this guide gives you the tips and tools to transform how your team operates and how your work gets measured.

Complete the form to download the playbook and start delivering better marketing results – faster.

July 23, 2025 Sian Heaphy , , ,
Sian HeaphyThe agile advantage: Maximising media and event marketing performance
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Get more value from Agentic AI

Get more value from Agentic AI

Want to make AI work for your B2B marketing team and not just add more tools to your tech stack?


This ebook is your practical playbook for doing exactly that.

Whether you’re under pressure to do more with less, or just looking to future-proof your marketing function, this guide will show you how to embed AI in your ways of working without the overwhelm.

Inside, you’ll discover:

  • What agentic AI really is (and how it goes beyond generative AI)

  • Real-world use cases across the marketing funnel – from personalising content and qualifying leads 24/7, to automating campaign reporting and improving ROI.

  • A 5-step agile framework to adopt AI in a smart, scalable way with tools to assess your readiness, pilot quickly, and track what’s working.

  • Metrics that matter – clearly explained KPIs to help you measure AI’s impact on engagement, conversion, operational efficiency, and ROI.

  • Expert guidance from Bright – leaders in agile marketing, offering tried-and-tested methods to help your team confidently test, adopt, and scale AI.

Download now to take your first (or next) confident step into AI-powered, agile B2B marketing.

June 4, 2025 Alaina Roberts ,
Alaina RobertsGet more value from Agentic AI
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Webinar: From metrics to meaning: Showing the value of brand and demand in B2B

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 ,
Alaina RobertsWebinar: From metrics to meaning: Showing the value of brand and demand in B2B
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Agile marketing playbook – A B2B marketer’s guide

Agile marketing playbook – A B2B marketer’s guide

Rewire your B2B marketing for pace, focus and impact

The B2B Agile Marketing Playbook is your practical guide to working smarter, moving faster, and delivering measurable impact – without adding more to your to-do list.

Built for modern B2B marketers under pressure to prove value, this playbook shows you:

  • What agile marketing is and how it helps you ditch outdated plans in favour of fast, focused execution

  • How to improve effectiveness by aligning campaigns to real business goals

  • How to build a team that collaborates better, adapts faster, and delivers more consistently

  • How to run high-impact experiments that drive learning, lead quality, and ROI
  • How to scale what works, cut what doesn’t, and stay one step ahead of changing priorities

Whether you’re optimising an existing strategy or starting fresh, this guide gives you the tips and tools to transform how your team operates and how your work gets measured.

Complete the form to download the playbook and start delivering better marketing results – faster.

May 7, 2025 Alaina Roberts
Alaina RobertsAgile marketing playbook – A B2B marketer’s guide
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Growth Mindset Reframe Cards

Growth Mindset Reframe Cards

Download your Growth Mindset cards to re–frame conversations and spark fresh perspectives. 

The Reframe Cards are designed to help you and your team re-think your current practices, iterate towards exciting outcomes and deliver exceptional results through continuous learning. 

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 with a growth mindset

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

Here are some additional resources you may find useful:

April 4, 2025 Alaina Roberts
Alaina RobertsGrowth Mindset Reframe Cards
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On-demand webinar: Growing audiences and driving engagement in B2B publishing, media & events.

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 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.

March 13, 2025 Alaina Roberts , ,
Alaina RobertsOn-demand webinar: Growing audiences and driving engagement in B2B publishing, media & events.
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Reading list: Grow your audiences and drive engagement

Reading list: Grow your audiences and drive engagement

Welcome to a curated collection of inspiring and insightful reads and podcasts to help you grow your audiences and drive engagement.

1. The Audience Architect Podcast

Why it’s useful: This podcast provides practical insights into how media brands and event organisers can build, engage, and monetise their audiences effectively. It explores strategies for increasing audience retention, leveraging data, and adapting to changing content consumption habits.

Key takeaways: Expert discussions on audience development, data-driven marketing, and sustainable engagement strategies.

2. How Can AI Help Build Audience Engagement and Loyalty – LSE Report

Why it’s useful: AI is transforming how publishers and event organisers understand and connect with their audiences. This report explores how AI-driven tools can enhance content personalisation, automate audience interactions, and improve loyalty metrics—critical for businesses looking to sustain engagement in a competitive digital landscape.

Key takeaways: AI can improve audience retention by offering personalised content recommendations, predicting user behaviour, and automating engagement processes.

 

3. The Power of Marketing Agility to Scale Virtual Events – Bright Innovation

Why it’s useful: The event industry is rapidly evolving, and virtual and hybrid events have become an essential part of audience engagement strategies. This resource explains how agile marketing methods help teams quickly adapt their event strategies, optimise performance in real-time, and drive higher engagement.

Key takeaways: Agile marketing enables continuous testing and iteration, improving virtual event outcomes through data-driven decision-making and audience responsiveness.

4. Minisode: Alyssa Peltier on Cutting Through Digital Noise with Event Marketing – Cvent

Why it’s useful: With the rise of digital events and online content saturation, it’s harder than ever to capture audience attention. This episode shares actionable strategies for event marketers to craft compelling campaigns, differentiate their events, and ensure their messaging stands out.

Key takeaways: Effective event marketing requires clear messaging, differentiated positioning, and strategic use of digital channels to maximise audience engagement.

5. The Global State Of B2B Events – Forrester

Why it’s useful: Understanding emerging trends in B2B events is crucial for staying competitive. This report highlights data-backed insights on how event formats, attendee expectations, and marketing strategies are shifting, helping businesses refine their event planning and investment decisions.

Key takeaways: Hybrid event strategies, personalisation, and ROI measurement are central to the future of B2B events, shaping how companies allocate budgets and resources.

6. Agile Marketing Training Drives 123% Revenue Increase for Informa Pharma Showcase Event – Bright 

Why it’s useful: This case study demonstrates how agile marketing can drive significant business impact, making it particularly relevant for event marketers looking to improve efficiency, audience engagement, and commercial outcomes. It provides a real-world example of how agile methodologies can be applied to enhance marketing performance for large-scale events.

Key takeaways: Agile marketing helped the Informa Pharma team rapidly test and refine their event strategy, leading to a 123% year-on-year revenue increase. The approach focused on continuous learning, real-time adjustments, and cross-team collaboration.

 

March 12, 2025 Alaina Roberts , ,
Alaina RobertsReading list: Grow your audiences and drive engagement
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Reframe cards: Publishing, media and events edition

Reframe cards: Publishing, media and events edition

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

March 12, 2025 Alaina Roberts ,
Alaina RobertsReframe cards: Publishing, media and events edition
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Adapt or fall behind: How Agile Marketing powers marketing operations

Adapt or fall behind: How Agile Marketing powers marketing operations

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

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

Watch the vide to gain insights and advice on:

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

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

Maximising marketing impact with Agile Target Operating Models (ATOMs)

A strategic approach for today’s challenges

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

 

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

With this ebook you gain:

  • a deep understanding of a Marketing ATOM

  • a blueprint to create your own Marketing ATOM

  • advice on creating your business case

  • tips to measure the effectiveness of your Marketing ATOM

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

Complete the form below to download the whitepaper

September 3, 2024 Alaina Roberts ,
Alaina RobertsMaximising marketing impact with Agile Target Operating Models (ATOMs)
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