Welcome to a curated collection of inspiring and insightful reads and podcasts to help you boost the effectiveness of the marketing function within your organisation.
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.
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
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.
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
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.
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:
Ready to embark on your AI journey? Our tools and use cases for marketers resource is a great place to start – download yours today.
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.
Check out our reading list here – Ignite your knowledge: The ultimate AI adventure begins
As the days grow shorter and the nights get cozier, there’s no better time to embark on a journey into the world of AI. To kickstart your adventure, we’ve curated a list of unmissable reads and listens that will light up your path to AI enlightenment.
Rewired – The McKinsey & Company guide to outcompeting in the age of digital and AI.
MIT study: Experimental Evidence on the Productivity Effects of Generative Artificial Intelligence – Examining the productivity impact of the assistive chatbot ChatGPT.
AI-powered marketing and sales reach new heights with generative AI – McKinsey & Company discuss how AI technology, particularly generative AI is transforming the fields of marketing and sales, impacting both B2B and B2C players.
10 Ways PPC Automation and AI Can Improve Your Campaigns – A look at AI and Automation in PPC campaigns from BrightBid.
Black Mirror meets marketing: the ethical implications of AI – A look at the privacy and ethical concerns around AI from Informa Tech.
Seven ChatGPT experiments content marketers should test now – Ideas from InformaTech on how to experiment with ChatGPT to create compelling content and improve market research and analysis.
The future of search in B2B marketing– Podcast with Kate Cox, CMO at BrightBid, which examines how AI will change Search Engine Marketing for B2B customers and B2B marketing.
AI will save the world with Marc Andreessen and Martin Casado – Co-founder of a16z, dives into the world of AI, aiming to quell concerns about its impact on humanity.
With so many AI tools out there, here are a few sites that can help you decide which tools to get started with:
There’s an AI for that: https://theresanaiforthat.com
Futurepedia: https://www.futurepedia.io
TopAI.tools: https://topai.tools
And finally here’s a site which lists all the comparison sites!
Happy reading from the Bright Team.
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.
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.
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.
Watched the panel and interested in hearing more? Check out our extended list of design thinking in marketing resources:
