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Why experimentation is crucial in marketing

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

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.

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:

  1. 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
  2. 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:

  1. 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
  2. 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
  3. Building a culture of experimentation – Stefan Thomke A look at the cultural considerations for scaling experimentation within teams and organisations
  4. 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
Sian HeaphyWhy experimentation is crucial in marketing
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When and how to apply design thinking in your marketing

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

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:

  1. 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.
  2. 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.
  3. 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.
  4. 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.
  5. 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.
  6. 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:

  1. 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.
  2. 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.
  3. 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.
  4. 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
Paul KeeganWhen and how to apply design thinking in your marketing
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Adopting a Growth Mindset: The Key to Meeting Changing Needs

Adopting a Growth Mindset: The Key to Meeting Changing Needs

Do your team dwell on failures, focus on what hasn’t worked and repeat the same mistakes? Then this panel discussion is for you!

Many organisations promote a fixed mindset amongst their employees without knowing they do so. This frame of mind makes teams reluctant to change and dwell on ‘failure’ rather than taking learnings and pushing forward in a clear direction.

As markets continue to evolve and change, it’s critical that your employees adopt a growth mindset. This way of thinking encourages your team to find solutions, learn from their marketing activity and enables them to keep pace with the market.

Encouraging employees in your organisation to make this psychological switch can help generate impactful business outcomes and drive greater marketing effectiveness, which is now more important than ever.

All the resources from our Growth Mindset discussion in once place!

  • Watch the panel discussion
  • Grab a copy of our Reframe cards
  • Check out the reading list

How do you cultivate a growth mindset?

We invited marketing leaders to join our panel to share their thoughts on how cultivating a growth mindset can help empower marketing adaptability in a changing market. Our People and Account Director, Alexandra Jeffries spoke with:

  • Pippa Van Praagh, Product Strategy & Enablement Director at Reward Gateway
  • Emily Clark, Head of Data Partnerships at Informa
  • Zoe Merchant, Managing Director at Bright

During the panel, they unpacked how to navigate continually changing markets and how to push forward as a business, they also shared their key strategies for cultivating a growth mindset and fostering curiosity amongst their team.

Meet the speakers

Alex Jefferies

With over a decade of communications, culture, and change experience, Alex is passionate about delivering impactful, timely and considered content and communications that drive positive change.

Zoe Merchant

Zoe is  a passionate believer in staying ahead of the competition with resilience, adaptability, and curiosity. Zoe’s extensive agile marketing knowledge means she can turn every challenge into an opportunity.

Emily Clark

Emily has bridged the divide between marketing and data transformation since 2018, translating and facilitating change management in a multi-national, multi-brand organisation.

Pippa Van Praagh

Pippa’s passion is helping businesses build products and solutions that truly change behaviour and developing a growth mindset is just the start.

February 7, 2023 Bright Studio
Bright StudioAdopting a Growth Mindset: The Key to Meeting Changing Needs
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Deep Dive into Agile Marketing

Deep Dive into Agile Marketing

Agile Marketing commentator John Case in discussion with leading VP & Head of marketing Mitra Roknabadi on the power of greater marketing agility for fintech OpenFin.

Listen to the podcast

Prefer to read than listen? Here’s a Podcast summary

Bright injects agility into cutting-edge FinTech’s digital transformation journey  

Bright’s client, a leading financial industry operating system, set out on a digital transformation journey to pivot their focus from brand marketing to demand gen. Requiring an agile approach, we helped transform their marketing strategy and achieve their business objectives. Vice President and Global Head of Marketing of the FinTech client, Mitra Roknabadi, joins our Client Delivery Director, Lydia Kirby, to be interviewed by John Cass and share their experience of putting agile marketing into action… 

1. Move fast, break nothing 

In a digital world time is of the essence – Mitra highlights the importance to “move fast but don’t rush”. The qualities of an agile marketing approach align perfectly with the FinTech client’s company motto: ‘move fast, break nothing’. By beginning to work in a series of iterations, we developed a safe foundation to learn more about their digital audience through listening, testing, and optimising. Bright empowered the FinTech client team to “work at pace and learn, iterate, shift and deliver quickly.”  

2. Experts, assemble! 

There’s more to agile marketing than the methodology. Mitra recalls how her experience with Bright helped her to see “the full extent of what agile means”. As the campaign developed, both Mitra and Lydia as agile aficionados adapted the team’s approach and toolkit to suit the FinTech client’s needs. Demonstrating the ability to onboard and offboard expertise where needed was paramount to the FinTech client, enabling them to identify how and where they wanted to grow as a business.  

3. Planning, doing, and reviewing 

Keen to shirk the assumption an agile marketing approach is an impulsive one, Lydia emphasises the “planning, doing, and reviewing” that goes into a project.  Bright often work in three-week Sprints to allow ample “time for learning, understanding the subject and iteration”. Project management and instant messaging platforms are key tools to unite siloed teams and enable them to collaborate and respond at pace. It’s the way in which we respond that sets agile marketers apart; having an open mind that something may work better than predicted.  The review process of continuous self-reflection allows for iteration, optimisation and ultimately, the best of results.   

Lydia described her experience with the FinTech client as a “dream, not because they’re simply new to agile marketing”… but because “their scale-up mentality embraced the agile methodology”. Mitra is also confident the campaign experience “will influence what we do as a company” going forward.     

As Bright continues to work with innovative FinTech companies, we look forward to delivering fresh, iterative, and data-driven agile marketing approaches, leading the charge to better results, faster time to market, sustainable growth, and the ability to adapt and change at pace. 

September 13, 2021 Alexandra Jefferies ,
Alexandra JefferiesDeep Dive into Agile Marketing
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