All posts tagged: Resources

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 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

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.

April 16, 2024 Alaina Roberts Leading Change, Marketing Effectiveness

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:

April 10, 2024 Alaina Roberts Marketing Effectiveness, Marketing Efficiency, Marketing Strategy

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 Marketing Effectiveness

Discover new possibilities with Reframe Cards – Make 2024 brighter, one prompt at a time!

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 for 2024

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:

December 14, 2023 Alaina Roberts Marketing Effectiveness, Marketing Efficiency, Marketing Strategy

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 Paul Keegan Agile Marketing In Practice

AI in marketing: Unpacking the opportunities and challenges

Elevate your marketing strategies and dive into the world of generative AI at our latest Smarter Marketer panel event. Whether you’re grappling with how to harness the potential of AI to drive business growth or seeking actionable tips on how to integrate AI into your marketing efforts, our event covers it all.

Our exclusive panel discussion simplifies the complexities of AI’s challenges and guides you towards pragmatic solutions that work for your organisation. Witness first-hand the positive impact generative AI is already having on marketing strategies and outputs.

Our Smarter Marketer panel event delves into:

Generative AI tools unveiled: How AI is revolutionising content creation strategies.
AI in action: Implementing AI for maximum effectiveness.
Testing and adoption incubation: Implementing and testing AI tools.
Operational excellence: Vital considerations for governance in your marketing operations.
Risk management: Identifying, assessing and mitigating risks.

Missed the session, watch it on demand!

Unlock the AI advantage – activating AI

Ready to embark on your AI journey? Our tools and use cases for marketers resource is a great place to start – download yours today.

Meet the speakers

Mark Breslin

Chief Product & Technology Officer, Informa Tech

Mark is responsible for leading the Product & Technology at Informa Tech. This team focuses on working with the leadership teams across the business to shape and create product strategies and roadmaps for new and existing products and services.

Kate Cox

CMO, Bright Bid

Kate is an experienced CMO with a focus on marketing for the digital age and is a native AI marketer in her current role at Bright Bid, an adtech company using AI and human expertise to improve the effectiveness of paid digital activity

Zoe Merchant

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, Zoë founded Bright to help tech, engineering and consulting firms get the most from their marketing investment. 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.

Interested in reading more about the capabilities of AI in marketing?

Check out our reading list here – Ignite your knowledge: The ultimate AI adventure begins

September 25, 2023 Paul Keegan Marketing Effectiveness, Marketing Efficiency, Marketing Strategy

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

Change enablement: unlock the true potential of your people

The business world is constantly evolving, and those who can effectively navigate change are the ones who will come out on top. That’s where our change enablement toolkit comes in – the secret weapon that prepares, equips, and supports individuals and teams to successfully adopt change.

With our toolkit, you’ll be able to embrace change enablement and unlock your true potential. No more stagnant business practices holding you back – instead, you’ll have a dynamic, thriving organisation that can take on any challenge that comes your way.

Don’t wait any longer to take your business to the next level. Get your hands on our change enablement toolkit today and watch your organisation soar!

Download your change enablement toolkit

May 9, 2023 Alexandra Jefferies Leading Change

A strategic approach for today’s challenges

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

Complete the form below to download the whitepaper

Watch on-demand to gain expert advice on:

Download: Marketing Effectiveness Reframe Cards

Meet the speakers

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

Download the Marketing Effectiveness Reframe Cards

Interested in improving the impact of your marketing?

Listen to the podcast

Download your Marketing effectiveness reframe cards

On-demand video on Maximising your marketing effectiveness

Meet the speakers

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

Reframe your thinking for 2024

Missed the session, watch it on demand!

Meet the speakers

Missed the session, watch it on demand!

Unlock the AI advantage – activating AI

Meet the speakers

Interested in reading more about the capabilities of AI in marketing?

Missed the session, watch it on demand!

Access the reframe cards – Activating Agile Marketing edition

Meet the speakers

Reading List

Blogs:

Books:

Other resources:

Download your change enablement toolkit