In this episode of “Customer Engagement – Examples of Excellence”, we meet Zoë Merchant Founder and Managing Director of Bright, an award-winning B2B marketing consultancy on a mission to make marketing more effective through agility and experimentation.

Since 2013, she’s helped major B2B brands ditch static strategies and embrace agile ways of working that deliver results faster, smarter, and more in tune with customer needs. Zoë shares how Agile marketing drives effectiveness through data-driven experimentation, cross-functional collaboration, and rapid optimization.

She emphasises the importance of balancing brand-building with demand generation for long-term success and how effective storytelling, reporting and communication skills are crucial for demonstrating marketing's business impact and securing resources and budget.

She goes on to tell us how AI presents opportunities to enhance marketing processes but must be implemented strategically with clear objectives and KPIs.

Zoë also shares advice on how to get started: why accredited agile marketing training builds confidence, and how small experiments, pilot campaigns and psychological safety pave the way for lasting transformational change.