All posts tagged: AI

How to boost the effectiveness of your marketing function

Senior marketing leaders – Supercharge your marketing department with the game-changing strategies that can unleash hidden opportunities and eradicate inefficiency.

Watch on-demand to gain expert advice on:

What you gain with a more effective marketing function
The top 3 most important factors to transform your marketing function effectiveness
The proven tools to help you on your journey – including one we’ll give you for free!
How to get started

This is NOT your average marketing webinar. This is your chance to take your marketing from good to legendary in 2024!

Speaker: Lydia Kirby, Marketing Transformation Director and ICAgile Certified trainer

Download: Marketing Effectiveness Reframe Cards

Reframe Cards enable you and your team to have a different kind of conversation, re-think strategies or tactics and highlight learnings that you can take forward to optimise and generate better outcomes.

These Reframe Cards are focused on having conversations to help improve your marketing effectiveness, and empower your team to challenge their thinking. By changing their frame of mind to continually learn and grow, you can yield real business results and make a positive impact on your businesses bottom line.

Reading list

We’ve curated collection of inspiring and insightful reads and podcasts to help you boost the effectiveness of the marketing function within your organisation.

Access the reading list

May 16, 2024 Alaina Roberts Marketing Effectiveness

From strategy to action: Effective and agile communication in leading organisational change

In our latest panel discussion we explore the vital role of communication in driving successful organisational change. In today’s rapidly evolving business landscape, the ability to effectively communicate strategies and engage stakeholders is paramount to achieving desired outcomes. We delve into the intersection of strategy and action, offering practical insights and guidance on how to craft compelling messages, foster buy-in, and inspire action at all levels of the organisation.

In this session, we cover:

Linking effective change communication to business success
The cost of communication failures
Developing a strategic communication plan
How to ensure communications land with employees and drive the change needed
Measuring & showing value
Examples of where communication has or is driving change

Our panel includes:

Emma Sinden, Content & Communications Director, Taulia
Natalie Cannatella, Communications & Content Strategist, Bright
Zoe Merchant, Managing Director, Bright

Check out the reading list

Meet the speakers

Emma Sinden

Content & Communications Director, Taulia

Emma is a seasoned communications expert with a track record of collaborating with global leaders like Salesforce, Boston Consulting Group, Oracle, and Infosys. Now serving as Director of Content and Communications at Taulia (Part of SAP), she leverages her expertise in change management, communications, and marketing to deliver impactful programmes for clients, employees, and the business.

Natalie Cannatella

Communications & Content Strategist, Bright

Natalie is an experienced Content and Communications strategist from Bright. She’s delivered change communications programmes for global organisations including Jacobs, the Financial Times, Informa, Boston Consulting Group and BAE Systems. Natalie uses her blend of comms and content experience to craft effective strategies and clear, impactful communications that drive business change.

Zoë Merchant

Managing Director, Bright

Zoë is an agile marketing aficionado — a passionate believer in staying ahead of the competition with resilience, adaptability, and pace. After 20 years of delivering B2B marketing strategies. Using agile marketing to test, learn and build on success. Zoë leads the team in delivering results through continual and focused improvements to support clients’ business goals.

April 16, 2024 Alaina Roberts Leading Change, Marketing Effectiveness

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

Reframe Cards are an easy-to-use tool intended to stimulate conversations within teams, encouraging them to reconsider strategies and tactics by prompting thought-provoking discussions.

These cards aim to foster transparency and collaboration by prompting team members to share their thoughts and ideas openly. They can be used in various settings such as team meetings, workshops, or planning sessions to focus on goal-oriented actions and results.

The cards are designed to infuse creativity and agile thinking into team communication, aiming to drive discussions towards actionable solutions. Specifically, the Marketing Effectiveness edition of these cards targets marketing teams, aiming to enhance their strategic capabilities and improve results.

Download the Marketing Effectiveness Reframe Cards

Ready to reframe your mindset and your conversations? Download your Reframe Cards today!

Interested in improving the impact of your marketing?

Check our on-demand webinar on ‘How to maximise your marketing effectiveness’, our panel of B2B marketing experts address some of these key challenges, and share insights and practical solutions to address these issues – we’ll cover people, process, data and tech.

Here are some additional resources you may find useful:

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

Marketing leaders are faced with an ongoing barrage of challenges from fast-evolving AI to the pressure of achieving better results with fewer resources, as well as getting the most from your CDP investment and needing to balance short term KPIs with long term goals. We understand that marketing leadership is a tough job right now!

In our webinar on ‘How to maximise your marketing effectiveness’, our panel of B2B marketing experts address some of these key challenges, and share insights and practical solutions to address these issues – we’ll cover people, process, data and tech.

Listen to the podcast

Download your Marketing effectiveness reframe cards

Marketing Effectiveness: Recommended reads

Check out our suggested reading list of articles, reports and videos to help take your marketing effectiveness to the next level

On-demand video on Maximising your marketing effectiveness

Watch to learn how to improve the impact of your marketing machine, including:

People: Improving ways of working, determining future skills and developing a growth culture
Process: Optimising your operating model to improve revenue and customer centricity.
Data: Achieving optimal RevOps and KPI setting
Tech: Maximising the value from your existing martech stack and optimising GenAI opportunities

You’ll also hear examples of how you can find hidden value within your existing marketing and how to prioritise your efforts for the biggest impact.

Our panel includes:

Emily Nicols, Group Marketing Director, Informa Markets
Sian Heaphy, Certified Agile Trainer and Director, Bright
Zoe Merchant, Managing Director, Bright

Meet the speakers

Emily Nicols

Group Marketing Director, Informa Markets

Emily Nicols is a seasoned marketing professional with a passion for driving growth and creating impactful campaigns. As Group Marketing Director at Informa Markets, Emily has successfully implemented comprehensive marketing plans that have consistently delivered measurable results.

Sian Heaphy

Accredited Agile Marketing Trainer and Director

Sian uses agile methods to encourage creativity, curiosity, and data-driven decisions in marketing. She works with teams to design experiments, gain insights, and achieve business goals. Sian promotes continuous improvement through experimentation and learning.

Zoë Merchant

Managing Director, Bright

February 28, 2024 Alaina Roberts Marketing Effectiveness

Discover new possibilities with Reframe Cards!

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

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

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.

For the bookworms:

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.

For those always on the go:

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.

Which tool to start with?

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!

Interested in hearing more about the capabilities of AI in marketing? Check out our panel discussion “AI in marketing: Unpacking the opportunities and challenges” for more insight, as well as helpful AI resources.

Happy reading from the Bright Team.

September 21, 2023 Paul Keegan Marketing Effectiveness, Marketing Strategy

The top five use cases for generative AI for B2B marketing

The launch of ChatGPT in November 2022 propelled AI back into the spotlight. Widely considered as the best chatbot to date, it signifies a step change in the evolution of generative AI and has led many organisations to wonder how best to harness the ever-growing potential of AI.

The applications of generative AI for B2B marketers are numerous and wide ranging, with many CMOs initially prioritising solutions that improve personalisation and the customer journey. Here are the top five use cases we think you should be considering right now:

Content Generation

Generative AI can be used to create high-quality, engaging content for B2B marketing purposes such as blog posts, articles, social media captions, and product descriptions. This technology can also provide personalised content recommendations based on user preferences and behaviour. While this type of AI can undoubtedly save time and effort for content creators, all content needs to be reviewed and carefully edited, bringing in your own industry knowledge and experience. Any content you put out into the public domain should always reflects your brands’ unique tone of voice to ensure it remains authentic and fact checked for credibility of sources and references.

Lead generation

Generative AI such as LeadIQ and Kartra can help identify and generate high-quality leads for B2B marketing campaigns. By analysing vast amounts of data, including user behaviour, demographics, and firmographics, AI models can predict potential customers and generate targeted lead lists. This enables marketers to optimise their lead generation efforts and focus on the most promising prospects. Always remember as marketers, you’re only as good as your data, and never more so than in the age of AI. Prioritising regular data hygiene is a must, along with regularly updating your ideal customer profiles and personas.

Personalised email campaigns

Personalisation is crucial in B2B marketing, and generative AI can play a significant role here. By analysing customer data, AI models can create a personalised experience including ads, social outreach and tailored email content, including subject lines, body text, and recommendations. This level of personalisation increases the chances of engagement and conversion, leading to more effective email marketing campaigns. The caveat here is that personalisation and privacy is a delicate balancing act and marketers must ensure they avoid becoming invasive and use reliable data sources.

Market research and analysis

Generative AI can analyse vast amounts of market data, including competitor analysis, industry trends, and customer behaviour, to provide valuable insights for B2B marketing strategies. By processing and interpreting this data, AI models can generate reports, recommendations, and predictive analytics that help businesses make informed marketing decisions. Again, the quality of the data here is key and must be up-to-date to be most effective.

Chatbots and virtual assistants

AI-powered chatbots and virtual assistants can enhance customer interactions and support in B2B marketing. Generative AI allows these conversational agents to understand and respond to customer queries, provide relevant information about products or services, and even assist with lead nurturing and sales. This technology enables businesses to offer round-the-clock support, improve customer experience, and streamline the sales process.

These are just a few examples of how generative AI can be leveraged in B2B marketing. The next things to consider are, how do I decide what type of AI to invest in first and how do I test different AI solutions? Privacy and security related issues are also a key consideration. Talk to Bright about setting your teams up to be able to autonomously test AI solutions and establishing the guardrails for successful and safe adoption of AI to drive marketing effectiveness and increase engagement with your audiences.

July 25, 2023 Lydia Kirby Agile Marketing In Practice