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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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!
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
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.
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.
The Bright B2B Marketing Leaders Dinner served as a vibrant forum for senior marketing professionals from the tech and consulting sectors to delve into discussions under Chatham House Rules. The event united leaders to share their priorities, successes, challenges, and insights, fostering a rich exchange of ideas over fine dining. The primary focus of the discussions was on the increasing necessity for agility and effectiveness within senior B2B marketing roles, highlighting key challenges and emerging trends across several critical areas.
This briefing note encapsulates the discussions, offering deeper insights into the challenges faced and the strategic approaches that have proven effective, both from the experiences shared by the leaders and the solutions provided by Bright to enhance marketing and business outcomes.
Key discussion themes and strategies for success:
Adapting to constant change and building resilience:
Leaders are grappling with an environment where market conditions, business requirements, and operational targets are perpetually evolving. Transparency about the constant nature of change is vital for fostering a resilient mindset within marketing teams and the wider business. Change fatigue, too much change and poorly communicated change is an issue in terms of realising the value of major business transformation programmes.
The conversation underscored that managing change isn’t just about responding reactively but proactively establishing agile ways of working that can adapt to change and shaping organisational culture to anticipate and embrace change as an ongoing opportunity.
Key strategies: Establish agile marketing practices and adapt them to your environment, conduct regular strategic reviews, and cultivate a culture that views change as a growth mechanism. Agile marketing methodologies enhance adaptability and operational efficiency, but you need robust change enablement communication strategies to support and accelerate any transitions.
Aligning KPIs and communicating effectively with the C-Suite:
It’s essential for marketing KPIs to resonate with C-suite executives and align with broader business goals, ensuring marketing is seen as a strategic partner rather than a cost centre.
Leaders discussed the challenge of bridging the communication gap between marketing functions and executive leadership, emphasising the need for metrics that clearly demonstrate marketing’s contribution to the company’s targets including CAGR in high growth firms whilst demonstrating bottom line savings through efficiencies and top line growth was important for corporate environments.
Key strategies: Develop impactful KPIs and tailor communications to the C-suite’s interests. A regular reporting cadence and clear articulation of the value of marketing efforts, from short-term demand generation to long-term brand building, are crucial. Establishing Revenue Operations (RevOps) fosters cross-functional collaboration and alignment on common goals so that everyone is working towards the same goals and outcomes.
AI Usage and Activation:
The potential of AI to enhance efficiency and engagement in marketing is significant, yet its adoption is inconsistent across industries.
Discussion highlighted that while many are optimistic about AI’s potential, there is a clear need for a framework to systematically integrate and leverage these technologies effectively. Some organisations did not allow or limited use of AI which has held back the marketing teams abilities to realise operational efficiencies and test and learn to understand where effectiveness improvements can support greater engagement across the buyer journey and within the existing client base. Other organisations were unclear where AI would add value and the risk of distraction rather than AI adding value was an issue.
Key strategies: Effectively use existing AI tools, develop clear use cases, and implement the Bright AI Activation Framework for a structured test-and-learn approach. Foster an innovative and agile organisational culture to support technological shifts.
Internal friction and the impact on marketing effectiveness:
Interfacing agile marketing teams with non-agile departments often creates friction, with resistance from individual team members or leadership exacerbating the issue.
The leaders shared how internal friction can derail agile marketing initiatives and discussed strategies for overcoming resistance to change.
Key strategies: Showcase agile marketing’s business value, facilitate change enablement communications, and provide leadership training to agree how agile principles will be activated within the organisation. Foster a collaborative culture to reduce collaboration drag and amplify marketing effectiveness. A book recommendation to read on this topic is The Goal by Eliyahu M Goldratt written in a fast-paced thriller style which outlines the theory of constraint.
Harnessing new generation talent:
Integrating Generation Z into the workforce presents unique challenges due to their different expectations about career progression and workplace dynamics. This generation’s digital prowess and innovative potential are immense, but their career expectations can clash with traditional progression paths.
Key strategies: Set realistic career expectations, provide continuous feedback, create opportunities for quick wins, cultivate a learning environment, adapt retention strategies, and harness their digital skills for organisational benefit.
Strategic outlook:
The discussions not only illuminated the shared challenges among B2B marketing leaders but also showcased diverse and effective strategies for addressing these challenges. Bright continues to stand as the preferred partner in navigating these complex landscapes, offering strategic support and agile marketing solutions that drive successful outcomes.
Our next marketing leaders’ dinner this Autumn, will focus on “Effective AI Activation in B2B Marketing,” to understand and explore the practical application of AI technologies, by invitation only, request a place on the waiting list here
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.
Welcome to a curated collection of inspiring and insightful reads and podcasts to help you implement effective and agile communication when 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
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 experiencedContent 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.
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:
