Alaina Roberts

alaina.roberts@brightinnovation.co.uk

Driving greater impact: Insights from the B2B marketing leaders dinner

How agile marketing operations unlock focus, faster impact & smarter decisions

At the latest Bright B2B Marketing Leaders Dinner, senior marketing leaders gathered to discuss how agile marketing operations are helping teams sharpen focus, drive efficiency, and make smarter decisions in an environment where budgets are tight, AI adoption is accelerating, and commercial impact is under scrutiny.

The discussion reinforced that marketing effectiveness isn’t just about running better campaigns—it’s about operational excellence. Agile methodologies are helping teams prioritise work more effectively, improve cross-functional collaboration, and ensure marketing is driving real business outcomes.

Key themes & takeaways from the discussion

1.Agile Marketing drives operational efficiency & data-driven decisions

For teams that have fully embraced agile marketing, the biggest benefits have been:

Greater focus on high-impact activities and faster execution

More efficient workflows using sprints, iterative planning, and test-and-learn approaches

Smarter decision-making based on data rather than reactive execution

A key theme was the importance of data-driven prioritisation. Many teams are implementing a tiered KPI framework to align reporting with different audiences:

Leadership KPIs focused on business impact, including revenue contribution, customer lifetime value (CLV), and marketing efficiency gains

Operational KPIs measuring marketing performance, campaign effectiveness, audience engagement, and pipeline acceleration

Sales & Marketing Alignment KPIs tracking conversion rates, deal velocity, and marketing-sourced revenue

Despite progress, many teams struggle with poor data hygiene, fragmented reporting systems, and inconsistent attribution models. This is not just a technical challenge; it’s an operational issue that limits agility.

With reporting being time-intensive, many marketing leaders are turning to agentic AI to streamline data collection, automate insights, and generate reports faster.

Key takeaway: Agile marketing provides the governance and structure needed to improve marketing operations, ensuring teams can optimise resources, refine attribution models, and use data to drive strategic decision-making.

2. The reality of reporting: What’s the point?

Marketing leaders agreed that reporting often feels like a box-ticking exercise rather than a strategic tool for decision-making. The key to simplifying reporting and driving action is:

Defining the right metrics for the right audience – not overwhelming leadership with too much detail

Finding internal advocates – ensuring senior stakeholders understand and champion marketing’s impact

Moving beyond spreadsheets and PowerPoint decks – using storytelling techniques, impact reports, and video sizzle reels to showcase marketing’s contributions

AI is already playing a critical role in improving reporting efficiency, with many teams using AI-powered tools to:

Automate data extraction and analysis – reducing manual reporting time

Generate first drafts of insights and reports following meetings or campaign reviews

Improve attribution accuracy and forecast performance trends

However, marketing leaders noted a challenge: efficiency gains from AI are often met with budget reduction pressures rather than being reinvested into higher-value initiatives.

Key takeaway: Agile marketing and AI are natural partners. Agile methodologies enable teams to rapidly test, deploy, and refine AI-driven workflows, ensuring AI supports strategic decision-making rather than just automating processes.

3. Brand vs Demand: Making the case for long-term investment

A recurring challenge is educating stakeholders on the role of brand marketing. Many leaders reported ongoing friction between brand-building efforts and demand generation priorities – with leadership often prioritising short-term pipeline impact over long-term brand equity.

The most effective marketing teams are:

Integrating brand and performance KPIs – demonstrating how brand awareness contributes to demand efficiency

Educating leadership on why brand investment must be always-on, rather than a discretionary spend

Using data to prove impact – leveraging brand tracking studies and share-of-voice metrics to reinforce marketing’s contribution

Marketing leaders agreed that without brand investment, demand campaigns become less effective over time – yet many still find themselves having to re-justify spend that was already approved.

Key takeaway: Agile marketing can help bridge the gap by embedding brand and demand within iterative planning cycles, ensuring both are continuously optimised and aligned with commercial outcomes.

4. Budgeting battles: More agility, Less justification

Budgeting continues to be a major frustration for marketing leaders, with teams facing pressure to deliver more with less while constantly justifying spend.

Key challenges include:

Incremental budget approvals – even when performance is on track, marketing leaders often need to re-justify their spend

Lack of budget autonomy – teams are slowed down by needing approval for even minor adjustments

Rigid annual budget cycles – preventing marketing from shifting investment based on real-time performance insights

To address these challenges, marketing leaders are advocating for:

Agile budgeting cycles – where financial planning is reviewed quarterly rather than locked in annually

Incremental budget releases – aligning spending with performance milestones rather than requiring constant approvals

More flexibility in spend allocation – enabling marketing teams to shift investment based on data rather than fixed plans

Key takeaway: Applying agile methodologies to budgeting ensures that financial resources are allocated dynamically, based on measurable business impact rather than arbitrary planning cycles.

5. The one change marketing leaders would make tomorrow

When asked what single change would have the greatest impact, responses highlighted three major frustrations:

Marketing should be recognised as a strategic function, not just a cost centre. Many teams still spend too much time justifying their existence rather than being trusted as a commercial growth driver.

Breaking down silos is essential. Too often, marketing leaders still fight for a seat at the table, rather than being included in strategic discussions from the outset.

More budget autonomy would unlock impact. Having to secure approvals for small spend adjustments slows down execution and limits agility.

Key takeaway: Agile marketing is not just about process – it is a strategic enabler that allows marketing teams to lead business transformation, drive AI adoption, and operate as a core commercial function.

Final thoughts: The future of marketing ops in B2B

The discussions reinforced that agile marketing is not just a methodology – it is an operational model that enables marketing teams to drive efficiency, improve alignment, and deliver measurable business impact.

As organisations continue to explore AI-driven transformation, the next frontier for marketing leaders is ensuring AI adoption is integrated using agile frameworks, balancing automation with strategic oversight.

Our next Marketing Leaders Dinner will explore Agentic AI in B2B Marketing, focusing on how AI can support autonomous decision-making and dynamic marketing execution.

If you’d like to be part of the conversation – get in touch and request an invite here.

March 19, 2025 Alaina Roberts Marketing Effectiveness

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 Bright Videos & Podcasts, Engagement, Publishing, Media & Events

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 Engagement, Marketing Effectiveness, Publishing, Media & Events

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 Agile Marketing In Practice, Publishing, Media & Events

Why traditional marketing fails – and how agility future-proofs your team

Markets shift. Budgets tighten. Stakeholder expectations change overnight. And just when you think you’ve nailed your strategy, something new disrupts your plan. Sound familiar?

For B2B senior marketing leaders with good sized teams, the challenge isn’t just about keeping up; it’s about staying ahead. The ability to pivot quickly, effectively, and with minimal waste is no longer a nice-to-have—it’s a commercial imperative. And that’s where agile marketing skills make all the difference.

Why traditional marketing models fail under pressure

The problem with traditional marketing approaches is that they rely on long-term planning, rigid execution, and an often-siloed structure. That’s fine when the world is predictable. But in today’s climate? Not so much. When a competitor makes an unexpected move, a customer need shifts, or a campaign underperforms, legacy processes don’t allow for quick shifts without major disruption.

Agile marketing: your built-in pivot system

Agile marketing flips the script. It’s not about having a set plan and sticking to it no matter what. It’s about creating a framework that allows your team to move fast, test ideas, and adapt based on data and insights.

Here’s how agile marketing enables your team to pivot effectively and efficiently:

Sprints keep the team focused and adaptable – Instead of rigid annual plans, agile teams work in short cycles (sprints) with clear goals. If a market shift happens mid-sprint, you assess, adjust, and course-correct without derailing everything.
Data-driven decision-making – No more ‘gut feel’ marketing. Agile marketing prioritises experimentation, with continuous A/B testing, real-time performance tracking, and data-informed tweaks that help teams respond to what’s actually working (or not).
Collaboration breaks down silos – When cross-functional teams work together in agile marketing hubs, communication improves, and pivots happen smoothly. No waiting for a ‘sign-off process’ that takes weeks. The right people are in the room, making decisions in real-time.
Fail fast, learn faster – One of the biggest mindset shifts with agile marketing is that failure isn’t the enemy—stagnation is. By rapidly testing small-scale experiments, teams get insights quickly, double down on what works, and ditch what doesn’t before major budget is wasted.
Flexibility without chaos – Some worry that agility equals disorder. In reality, agile marketing operates within a structured framework of prioritisation, backlog refinement, and sprint planning. This means you can pivot without panic and adapt without losing sight of business goals.

The commercial impact of agility

For senior marketers leading teams in complex B2B organisations, agile marketing isn’t just about ‘working differently’—it’s about delivering better business outcomes. When done right, it results in:

Faster go-to-market – Marketing teams get campaigns out the door in weeks, not months.
Higher ROI – More frequent testing means budget is spent where it has the most impact.
Stronger alignment with sales & product teams – Agile structures foster collaboration between marketing, sales, and product, ensuring alignment on commercial priorities.
Increased team engagement – Marketers feel empowered and energised, with clearer visibility of impact.

Are you ready to pivot?

If your team still operates with lengthy campaign cycles, rigid plans, and a fear of failure, it’s time to rethink your approach. Agile marketing gives you the tools to navigate uncertainty with confidence—and drive better results while doing it.

So, how agile is your marketing team right now? Are you set up to pivot, or are you stuck in a structure that slows you down? Let’s discuss how to make marketing agility your competitive advantage.

February 20, 2025 Alaina Roberts Agile marketing mindset, Marketing Effectiveness

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

Adapt or fall behind: How Agile Marketing powers marketing operations – Reading list

Welcome to a curated collection of inspiring and insightful reads and podcasts to help you boost the effectiveness of the marketing operations within your organisation.

Books:

Atomic Habits by James Clear

Why it is useful: Emphasises the value of small, incremental changes that compound over time. It is ideal for those looking to build high-performing teams by embedding productive, habit-based routines into daily workflows.

Key Takeaways: Readers will learn how to foster a culture of continuous improvement through habit formation, helping their teams to stay consistent, disciplined, and focused on meaningful goals that support sustained growth.

Hacking Growth by Sean Ellis & Morgan Brown

Why it is useful: Perfect for marketers focused on data-driven strategies, this book dives into growth hacking, a method of rapid experimentation across marketing channels. It is ideal for companies wanting to drive quick, scalable growth through continuous testing.

Key Takeaways: Readers will learn how to implement growth hacking tactics within their marketing teams, focusing on optimisation, customer acquisition, and scaling results.

Transforming the B2B Buyer Journey By Antonia Wade

Why it is useful: This book offers offers a new way of thinking that accommodates the many nuances in B2B buyer behaviour. It provides a step-by-step guide to mapping the buyer journey, aligning channels, metrics and tactics according to their needs at each stage.The framework shows how to get more value out of brand investments, choosing and using technology and how to gauge return on investment. It also shows how to develop marketing as a real lever for business growth and how to reengineer marketing’s relationship with sales.

Marketing Artificial Intelligence: AI, Marketing, and the Future of Business by Paul Roetzer

Why it is useful: This book provides a roadmap for integrating AI into marketing operations, including how to use AI to streamline workflows and personalise marketing efforts at scale.

Articles:

Using Data to Drive Your Marketing Strategy by McKinsey & Company – LINK

This resource discusses how data can be leveraged to make marketing strategies more effective. It explains how businesses can gather insights from customer behaviour, optimise campaigns, and continuously improve performance through data-driven decisions. 

Why it is useful: In an age of big data, this guide is essential for businesses looking to make informed marketing decisions that directly impact ROI.

The Future of Marketing Automation by Smart Insights – Link

Why it is useful: Discusses emerging trends in marketing automation and how businesses can leverage AI and machine learning to create more efficient and future-proof marketing strategies.

Bright’s Marketing Effectiveness blogs

Whitepaper:

Marketing ATOM (Agile Target Operating Model) whitepaper by Bright

Why it is useful: The Marketing ATOM (Agile Target Operating Model) whitepaper helps B2B teams to adapt and deliver and includes:

A blueprint to build your own Marketing ATOM
How to create a strong business case
A checklist for seamless set up
Tips to measure your ATOM’s impact

Podcasts:

The Global Agile Marketing Podcast by John Cass

Why it is useful:This podcast dives into various agile marketing tactics, including practical steps that can remove roadblocks and improve efficiency. It is a go-to for marketing professionals seeking quick wins.

Building High-Performing Teams by The Modern Manager Podcast

Why it is useful: This episode discusses strategies to build cross-functional teams that collaborate effectively, breaking silos and improving marketing operations in the process.

Videos:

How AI is Revolutionizing Marketing by Salesforce 

Why it is useful: This video explains how AI is being used to personalize marketing efforts, automate workflows, and predict customer behaviour, making it crucial for businesses looking to future-proof their operations.

November 5, 2024 Alaina Roberts Marketing Effectiveness, Marketing Efficiency

A/B testing: An agile marketing approach to B2B marketing optimisation

Let’s face it, the B2B world is a rollercoaster. One minute, you’re riding high on a new tech trend; the next, you’re bracing for an economic downturn. It’s like trying to hit a moving target in a fog, and to make things even more interesting, there’s the constant noise of new competitors and a sea of content that’s drowning out your message. Cutting through the noise and being able to relate directly to your prospects and customers is not just a ‘nice-to-have’ but a necessity.

At Bright, we believe the key to success lies in continuous improvement and data-driven decision-making. That’s where A/B testing comes in – the best unkept secret for optimising your B2B marketing efforts in this dynamic environment. It isn’t just about why you apply A/B testing but also how you apply the methodology to make it work.

To test or not to test? That really is the question.

A/B testing, also called split testing, pits two variations of a marketing element against each other to see which one performs better. This could be anything from a landing page headline to a call-to-action button in an email. By statistically analysing the results, you gain valuable insights into what resonates with your target audience.

Here’s why A/B testing is a perfect fit for agile B2B marketing:

Fast iteration: The agile methodology thrives on quick cycles of experimentation and learning. A/B testing allows you to test hypotheses, gather data quickly, and refine your approach based on real-world results.
Data-driven decisions: Forget gut feelings. A/B testing removes guesswork from the equation. You’ll see concrete evidence of what works and what doesn’t, empowering you to make data-backed decisions for better ROI.
Continuous improvement: A/B testing is an ongoing process. As you learn what resonates with your audience, you can keep iterating and optimising your marketing tactics for maximum impact.

A/B testing for B2B marketers

While A/B testing offers a powerful tool for any marketing campaign, the B2B landscape presents unique opportunities and challenges. To truly optimise your B2B marketing efforts, you need to tailor your A/B testing strategy to address the specific needs of complex customers. Here are some A/B testing ideas specifically for B2B marketing:

Landing page optimisation:Test different headlines, CTAs, images, and layouts to see which ones drive higher conversion rates e.g. eBook downloads, demo requests.
Email marketing:A/B test subject lines, email copy, sender names, and send times to improve open rates and click-through rates.
Website Calls to Action:Experiment with different CTA button text, colour, and placement to see which ones get the most clicks.
Social media ads:Test different ad creatives, headline variations, and targeting parameters to optimise your ad spend and reach the right audience.

Test. Process. Learn. Repeat

So, how can you take this one step further and implement the A/B Testing Process into your own marketing efforts? By using the principles and practices of agile marketing, you can take a structured approach to your experimentation, ensuring continuous improvement and positively impact your effectiveness.

Here’s a step-by-step breakdown of the A/B testing process, designed to operate within an agile framework:

Identify a goal: Start with a specific goal you want to achieve,like increasing leads from a particular campaign.
Formulate a hypothesis: What element do you think will impact that goal?(e.g., a stronger headline will increase website sign-ups)
Create variations: Develop two versions of the element you’re testing (e.g.,Headline A vs. Headline B)
Run the test: Split your target audience and expose them to each variation.
Analyse results: After a statistically significant amount of data is collected,analyse the results to see which variation performed better.
Iterate & improve: Based on your findings,refine your marketing strategy and implement the winning variation.

The Bright way

At Bright, we’re passionate about leveraging data-driven insights to optimise marketing strategies. By conducting controlled experiments, we can identify which elements of a campaign are most effective and make data-backed decisions to improve performance.

A recent case study: Social media ad formats

Recently, we had the opportunity to work with a client to determine the optimal ad format for their social media campaign. The client’s goal was to increase engagement and drive conversions.

Hypothesis: Video adverts vs. static image ads

Our hypothesis was that video adverts would outperform static image ads in terms of engagement. We reasoned that the dynamic nature of video would capture attention more effectively and lead to higher click-through rates (CTRs) and conversions.

The experiment

To test our hypothesis, we created two versions of the ad: one with a static image and the other with a short video. Both ads featured the same messaging and call to action. We then split the target audience into two groups and randomly assigned each group to see one of the ad variations.

Outcome: Video adverts triumph

The results were conclusive. The video ads significantly outperformed the static image ads in terms of engagement and CTR. Users were more likely to click on the video ads, watch them, and take the desired action.

Key Insights

Video is a powerful tool: Video content can capture attention, tell a story, and evoke emotions in a way that static images cannot.
Engagement matters: Higher engagement rates can lead to increased brand awareness, trust, and conversions.
A/B testing is essential: By conducting controlled experiments, we can identify the most effective elements of a campaign and make data-driven decisions to improve performance.

Conclusion

In conclusion, this case study underscores the value of A/B testing as a strategic tool for optimising social media campaigns. By carefully experimenting with different ad formats, we were able to identify the most effective approach for our client and deliver tangible results.

The data-driven insights gleaned from this experiment not only inform future campaigns but also provide valuable benchmarks for industry standards. As social media platforms continue to evolve, A/B testing remains a cornerstone of successful marketing strategies. By pioneering innovative approaches and harnessing the potential of data, businesses can redefine their industry and achieve remarkable marketing success.

So, what are you waiting for?

Being a B2B marketer today demands constant adaptation and improvement. By embracing A/B testing as an ongoing process, you can transform your marketing efforts from a guessing game into a data-driven science. This iterative approach empowers you to refine your messaging, optimise your creative assets, and ultimately achieve superior marketing effectiveness. So, don’t be afraid to experiment, embrace the learnings from each A/B test, and watch your B2B marketing efforts soar to new heights.

Ready to take your B2B marketing to the next level? Contact us today and let’s unlock the full potential of your marketing efforts through the power of agile marketing!

September 25, 2024 Alaina Roberts Agile Marketing In Practice, Marketing Effectiveness

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

Building high performing B2B teams: Powered by agile marketing

The way you work directly impacts the results you achieve.

We’ve seen first-hand how agile marketing can transform teams, making them more resilient and able to achieve better outcomes.

So, we’ve created an exclusive checklist packed with industry insights and practical advice on how to build a high performing B2B team powered by agile marketing. Agile marketing offers a dynamic framework for navigating the complexities of large organisations. By fostering flexibility, collaboration, and data-driven decision-making, marketing teams can not only survive but thrive.

Whether you’re looking to enhance your team’s adaptability or drive better results, this helpful resource is designed to increase impact and inspire new, effective ways of working.

Click here to download the Agile Marketing Checklist as a PDF

At Bright, we’ve supported many B2B marketers to craft a new name for their solution. It can be an expensive mistake if you get it wrong, so if you’d like an expert to support you throughout the process, please get in touch.

August 14, 2024 Alaina Roberts Agile Marketing In Practice, Agile Training and Transformation