All posts tagged: Video

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

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.

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

Empowering your transformation – importance of change enablement

Are you encountering resistance when going through business change and transformation? Perhaps you’ve started on your transformation journey and are encountering confusion or stagnation. We’ve seen it first hand, and that’s why we’re excited to present our exclusive on-demand content for the Smarter Marketer panel event.

Our panel brought together the brightest and best minds in the industry to dive into the world of change enablement and how you can bring your team on the journey to realise the power of change enablement.

We want to give you as marketers the power to do great work – check out our Smarter Marketer Event on change enablement; a 45 min panel discussion featuring the savviest marketers in B2B and can share their secrets behind seamless transitions, how to cultivate adaptability whilst boosting productivity and team morale.

Missed the session, watch it on demand!

Access the reframe cards – empowering transformation edition

Get started with change enablement with our reframe cards – purposely created to help you and your teams cultivate adaptability, and boost productivity, morale, and engagement in your change and transformation programmes.

Meet the speakers

Nick Sunderland

Nick, Director of Programmes at Boots, is an experienced leader who recognises the importance of change enablement in driving effective transformation. With an MBA focused on strategy from Edinburgh University, Nick is a skilled business development professional who brings valuable knowledge and experience to the table. We look forward to gaining insights from his expertise on change enablement.

Lucia Adams

Meet Lucia, an experienced transformation leader, consultant and coach. Lucia has over 25 years’ experience in companies such as: Bauer Media Group, The Times and Sunday Times as well as running her own consulting business supporting a wide variety of businesses and sectors.

Alex Jefferies

Alex is a change enablement expert with over a decade of experience in communications, culture, and change. Their passion lies in creating impactful and timely content and communications that drive positive change.

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.

Reading List

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

Books:

Atomic Habits by James Clear
A great book that highlights how small changes can grow into such life-altering outcomes, uncovering simple hacks that have a revolutionary effect.
Make Change Happen by Ian Coyne
This book delves into the secrets of successful, well-managed change, from ideas to implementation.
Do Disrupt: Change the Status Quo or Become It by Mark Shayler
A fantastic book that helps create or refine ideas and take them concept to market.
What You Do Is Who You Are – How to Create your Business Culture by Ben Horowitz
This book delves into the all important question, how do you create and sustain the culture you want? Sharing how to make your culture more purposeful.
Switch by Chip and Dan Heath
A great book focusing on change and why we insist on seeing the obstacles rather than the goal.
Contagious Culture by Anese Cavanaugh
A great read that focuses on improving your leadership presence, setting yourself up for success and creating a space to share your vision.
Leading Change by Kotter
This book focuses on the 8-step process that every company must go through to achieve its goal.

Articles, podcasts, and videos:

Think Fast, Talk Smart by Stanford Business
Join Matt Abrahams, lecturer in strategic communication, as he sits down with experts from across campus to discuss public speaking anxiety, speaking off the cuff, nailing a Q&A, and more.

April 28, 2023 Sian Heaphy Leading Change

Why experimentation is crucial in marketing

Are you feeling like your marketing strategies are stuck in a rut? Do you find yourself using the same tactics time and time again, only to see underwhelming results? We know the feeling, and that’s why we’re excited to present our exclusive on-demand content for the Smarter Marketer panel event.

Our panel brought together the brightest and best minds in the industry to explore what experimentation means to them, how they’ve used experimentation to enhance marketing activity and how this can help improve the ROI of marketing efforts.

We want to give you as marketers the power to do great work – check out our Smarter Marketer Event on experimentation; a 45 min panel discussion featuring the savviest marketers in B2B and can help provide inspiration, the pitfalls to avoid, and how to harness experimentation to take your marketing efforts to the next level.

Missed the session, watch it on demand!

Access the reframe cards – experimentation edition

Download our experimentation reframe cards – purposely created to help you and your teams experiment more, challenge assumptions, improve marketing effectiveness and ROI.

Meet the speakers

Lydia Kirby

Lydia is passionate about using experimentation to demonstrate the measurable impact of marketing strategies and finding innovative solutions to business challenges. She enjoys collaborating closely with clients and leveraging agile marketing methodologies to rapidly test and iterate on ideas.

Sian Heaphy

Harriet Durnford-Smith

As the CMO at Adverity, Harriet is a seasoned marketing leader who understands the importance of experimentation in building effective customer-centric strategies. With her extensive experience, she oversees all aspects of the company’s marketing operations, driving her team to test new ideas and approaches in pursuit of meaningful growth.

Rosalind Hill

Rosalind is a strategic marketer who uses experimentation to make data-driven decisions and deliver exceptional customer experiences. Passionate about customer-centric strategies, Rosalind uses experimentation to identify new opportunities, craft engaging content, and optimise campaigns to drive business growth.

Reading List

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

Books:

Think Again: The power of knowing what you don’t know by Adam Grant. A great book about why experimentation is important and why you need to challenge your thoughts, knowledge and opinions
Experimentation Works: The Surprising Power of Business Experiments by Stefan H. Thomke. A book covering best practices for business experimentation and key things to think about

Articles, podcasts, and videos:

The surprising habit of original thinkers – Adam Grant A TED Talk on the characteristics and habits of original thinkers and how they drive creativity and innovation
A step by step guide to business experiments: Eric T.Anderson and Duncan Simester Exactly what it says on the tin a step by step guide to executing experiments
Building a culture of experimentation – Stefan Thomke A look at the cultural considerations for scaling experimentation within teams and organisations
Revenue Vitals – Chris Walker A podcast from the CEO of Refine Labs on what it takes to build a high growth company

March 31, 2023 Sian Heaphy Agile marketing mindset

When and how to apply design thinking in your marketing

Be more curious, creative, and inject innovation. All things as marketers we’ve constantly been told to do bring to our thinking as we address the challenges of a highly competitive market. Great advice, but how do you actually do it?

We chat to Victoria Hardiment (Marketing Director, Informa Markets) and Neil Preddy (Customer Strategy & Planning Expert) and they reveal how leading marketing teams are using design thinking to inject innovative action into marketing activity.

We want to give you as marketers the power to do great work – check out our Smarter Marketer Event on design thinking; a 40 min panel discussion featuring the savviest marketers in B2B and can help you discover how you can take your marketing to the next level.

Missed the session, watch it on demand!

Access the reframe cards – design thinking edition

Get started with design thinking with our reframe cards – purposely created to help you and your teams utilise design thinking tools and frameworks to better understand your customers, improve team collaboration and optimise marketing effectiveness.

Meet the speakers

Sian Heaphy

Sian uses agile ways of working to help businesses be more creative, curious and use data to transform their marketing and deliver business outcomes.

Lydia Kirby

Lydia is passionate about showing tangible value for marketing and finding creative solutions to business problems. She loves working in partnership with clients and sharing learnings from her work with agile marketing methodology.

Victoria Hardiment

Victoria is an experienced marketer who oversees the marketing strategy and operations of Informa Markets as their marketing director. She has incorporated design thinking into her impressive career, putting the focus on the customer to inform her decisions.

Neil Preddy

Using data to solve problems, find opportunities and make better decisions, Neil is a product leader and marketer with global experience of building analytics and big data platforms for CPG companies and retailers like Unilever, Procter & Gamble, Tesco and Amazon.

Reading List

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

Books:

The Design Thinking Playbook by Michael Lewrick and Patrick Link – This book offers a step-by-step guide to applying design thinking to solve complex problems in marketing and other areas of business.
ROI in Marketing: The Design Thinking Approach to Measure, Prove, and Improve the Value of Marketing by Jack J Phillips, Frank Q Fu, Patricia Pullam Philips, Hong Yi – This book provides a framework for using design thinking to measure and improve the ROI of marketing initiatives.
The Lean Startup by Eric Ries – This book is a classic on how to apply the principles of lean startup methodology to create and launch successful products or services.
Value Proposition Design by Alexander Osterwalder, Yves Pigneur, Gregory Bernarda, Alan Smith – This book offers a practical guide to creating compelling value propositions using design thinking so they resonate with customers and drive business growth.
The Design Thinking Toolbox by Michael Lewrick, Patrick Link, Larry J. Leifer – This book offers a comprehensive set of design thinking tools and techniques for solving business problems, including marketing challenges.
Alchemy: The Magic of Original Thinking in a World of Mind-Numbing Conformity by Rory Sutherland – a recommendation from panelist Neil Preddy, discover the alchemy behind original thinking, as TED Talk superstar and Ogilvy advertising legend Rory Sutherland reveals why abandoning logic and casting aside rationality is the best way to solve any problem.

Articles, podcasts, and videos:

DOAC: E165: The Marketing Secrets Apple & Tesla Always Use: Rory Sutherland – In this podcast episode, Rory Sutherland shares his insights on how Apple and Tesla apply design thinking principles to create successful marketing campaigns.
Design Thinking 101 hosted by Dawan Stanford – This podcast series features interviews with design thinking experts and practitioners, offering insights and best practices for applying design thinking in various contexts, including marketing.
Design Together hosted by Abby Guido – This podcast series focuses on how design thinking can be applied to solve complex problems in business, including marketing challenges.
Telling More Compelling Stories Through Design Thinking by Tai Tran – In this article, Tai Tran shares his insights on how design thinking can help marketers create more engaging and impactful brand stories.

March 8, 2023 Paul Keegan Agile marketing mindset