Agile marketing is a methodology based on continual improvement to maximise results and return from marketing effort and investment. Bright wanted to share our experiences of working in this new way with senior executives from tech firms and get their perspective on how marketing can underpin business growth, so we hosted a dinner in July 2015.
How tech and consulting firms are using agile marketing to drive success
The dinner was attended by business leaders and entrepreneurs from various consulting and tech firms including TCS, BCG, CommonMS and Attenda.
At the event, held in a private dinning room at Jason Atherton’s beautiful Berners Tavern restaurant, Bright introduced how agile marketing is designed to explore ideas, create marketing messages, establish tactics and execute fast, so each element can be validated, measured and improved in market.
Mike Altendorf, investor, columnist and non-exec & advisor
Mike Altendorf – guest, investor, columnist, non-exec & advisor commented “These days effective marketing is critical for businesses of all sizes but the pace of change is so fast these days that to be effective it has to be agile. The days of five-year plans and 12-month product launch timelines are long gone. These days it is about speed, responsiveness, relevance and accountability.”
Richard Poole, Founding Partner at Fluxx
Bright Innovation invited clients to join the dinner to talk about their experiences of MVM in action. First up was Richard Poole, Founding Partner at Fluxx, a leading innovation consultancy talking about the heritage behind agile, explaining how Minimum Viable Product and lean methods has changed the manufacturing industry and how effective it can be to apply those same ideas to marketing services to get the best outcome and reduce wastage.
Richard highlighted how Fluxx has benefited from rapidly consolidating its market position through a robust marketing mix with each element being proven and built on to support ambitious business growth. Fluxx has had excellent results through the consistency of communication and original content that is a key part of the marketing programme combined with exclusive events that underpin it’s brand building with the right audience.
Barry Hayes, Executive Director of Flo Group
This was followed by discussions with Barry Hayes, Executive Director of Flo Group, a global logistics consultancy, who have transformed not just their brand but also its approach demand generation and how they work with Alliance partners.
Through working with Bright and an agile approach to marketing Flo Group have created a strong and differentiated brand, established successful demand generation campaigns that support its sales pipeline and growth targets plus built a strong event presence at key trade shows and conferences across EMEA.
Flo Group has also benefited from improvements to its strategy to Alliance partnerships and has secured significant funding for marketing through its proven approach to demand generation.
Lively discussions accompanied the dinner and explored how agile marketing can support business goals with key focus on how high growth consulting and tech firms can exploit this new way of working.
The three key pillars of marketing
The combined focus on the three key pillars of marketing a modern business should focus efforts around to quickly brand build, create demand and secure talent into ambitious firms was supported by the results of the marketing investment Fluxx and Flo Group have achieved.
Izzy Fox, Head of Venture Capital Investments, White Cloud Capital
Izzy Fox – guest and Head of Venture Capital Investments, White Cloud Capital commented “The start-ups we work with are coming out of an environment in which there is no distinction between digital and non-digital. They expect to be able to take their story out across any channel, at any time and to be continually responding to feedback in the market to adjust and rework products and services and how they market them. The old segmented, inflexible and siloed approach just doesn’t fit into the world we now operate in.”
Agile marketing brings a fresh approach that firms can take advantage of to secure results from marketing and gain a greater understanding of what works best with key audiences.