Starting in January 2023, Mott MacDonald embarked on a project to implement a new marketing activity tracking software for every marketer across the firm.  

Prior to adopting the new software, the company had seven marketing teams, using different methods of organising, recording and tracking their work. Through the adoption of Optimizely’s content marketing platform, the diverse teams now work in a united way. This has resulted in a range of benefits for individual marketers, team managers and senior leaders across the business.  

Emily will cover how she led the implementation of the software to match the company’s structure. She will describe how Mott MacDonald’s marketers created new ways of working across diverse teams, as well as encouraging adoption and embedding positive behaviours for individuals. Emily will focus on how the technology enabled the marketing function within Mott MacDonald to better serve the business for the long term. 

You will learn:

• The level of investment and commitment required - beyond the cost of the software - to get it right.  
• How to motivate colleagues to change their ways of working, when they are busy with day-to-day demands.
• Applicable steps and tactics to encourage and ensure adoption across all colleagues with different motivations.

You’ll leave with an understanding of the structured process, and a suite of tactics needed, to implement and adopt a content marketing platform in your organisation.