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Renegade Thinkers Unite: #2 Podcast for CMOs & B2B Marketers
40 minutes | 2 days ago
236: Balancing Brand and Demand
Which came first, brand or demand? It's an age-old question in the B2B world, especially for B2B CMOs who understand the delicate balance between growing a powerful, lasting brand and a demand gen engine that delivers results. Enter CFA Institute, a leading association of investment professionals with a global reach and a strong brand identity. In this episode, CMO Michael Collins shares exactly how CFA balances brand and demand while managing a robust MarTech stack, adjusting strategy where needed, and tracking key metrics to maintain a healthy data-oriented alignment with the C-Suite. Tune in to hear what has worked, what hasn’t, and how CFA has driven growth within its close-knit community of Chartered Financial Analysts. For full show notes and transcripts, visit https://renegade.com/podcasts/
45 minutes | 9 days ago
235: Brewing a Simple B2B Brand Story with Tealium
When CMO Heidi Bullock joined Tealium in 2019, her mandate was to grow the company from great to greater. Tealium already had a solid standing in the customer data management space when she arrived, having reached over $100 million in ARR with no plans of slowing down. Heidi dove in immediately, directly reaching out to customers and partners to figure out how to level up the brand. Tune in to hear Heidi spill the tea on how Tealium simplified its brand story, infused it into the organization, and brought it to market with a flourish. This episode is a remarkable lesson in B2B brand strategy—you don’t want to miss it! For full show notes and transcripts, visit https://renegade.com/podcasts/
52 minutes | 16 days ago
234: B2B Marketers Marketing to Marketers
Like any good magician, a great marketer never reveals their secrets. The best marketing is so good that it wows its target audience on the stage, but when that audience is a group of marketers, things become a lot trickier. It’s like pulling a rabbit out of a hat at a magician’s convention—your fellow marketers already know all the tricks of the trade, so they are that much harder to impress. In this episode, we spoke with three master CMOs of marketing to marketers: Norman Guadagno of Acoustic, Jamie Gilpin of Sprout Social, and Eric Eden of Postclick. In this insightful conversation, they share all kinds of tricks of the trade, from strategies to really engage the marketing community to how much MarTech is too much. Check it out! For full show notes and transcripts, visit https://renegade.com/podcasts/
44 minutes | 23 days ago
233: One Marketer’s Change Management Playbook
When Johnny Smith Jr. joined Encompass Health as VP of Marketing, he was tasked with a tall order—to create a strong, growth-oriented marketing department. The change management job would involve a complete rebuild, but luckily for Encompass Health, Johnny’s strategic approach to marketing transformation and diplomatic leadership helped them align the organization in 12 months. Tune in to hear Johnny’s in-depth, step-by-step guide to building a marketing organization. From establishing guiding principles to aligning newly organized across strategic priorities, Johnny is a master in change management. Check it out! For full show notes and transcripts, visit https://renegade.com/podcasts/
51 minutes | a month ago
232: Finding the Perfect CMO Gig in 2021
The executive job search is all about taking a consultative approach. For CMOs, it’s about using interviews to truly understand the pain points of an organization and to measure their values against your own. It’s about setting expectations so that, once hired, the CMO be able to deliver both quick wins and big wins that have a lasting impact. And now, Post-COVID, it’s also about doing all of those things virtually. This episode comes from a livestream we recorded in January 2021 with three guests who bring different perspectives to the CMO job search. Patti Newcomer-Small had just been hired as CMO at FMG Suite, Sara Larsen was in transition at the time (now she’s CMO of Wolters Kluwer Health), and Brandon Palmer of Discover Podium coaches CMOs looking for their next gig. Tune in to hear how the job hunt has changed post-COVID as well as an abundance of useful tips for the search and that first 90 days as a virtual leader. For full show notes and transcripts, visit https://renegade.com/podcasts/
48 minutes | a month ago
231: How to Build a Great Brand Reputation
Joan Jett may not care too much about her bad reputation, but for B2B CMOs, it’s a totally different story. Marketing executives know the incredible business value of a strong brand and, like this show’s guest Rebecca Biestman of Reputation says, “Brand building and reputation building takes years and a lot of tiny acts.” In this week’s show, Rebecca joins Drew to discuss Reputation’s recent brand refresh. The reputation management brand has not only shed its “.com,” it’s also established its new purpose-packed tagline and completely rebuilt its website. Tune in to hear some key learnings, like how Reputation built a brand and a demand gen engine simultaneously, why branding work is an integral part of corporate strategy, and how Reputation’s prescriptive scoring system can help brands thrive. For full show notes and transcripts, visit https://renegade.com/podcasts/
46 minutes | a month ago
230: A New Playbook for B2B Marketers
The events of the past year have been nothing short of disruptive. Life as we know it has changed, and while we (as individuals, as marketers, and as brands) are all looking forward to things going “back to normal,” things aren’t going to look quite the same as we remember. But that’s not a bad thing—B2B marketers have proved over and over again that they are agile, resilient, and a true asset in the B2B world. In this special 230th episode, Drew explores the new normal for B2B marketers. Wielding the wisdom of hundreds of CMO interviews and countless insights gleaned in CMO Huddles, Drew covers how marketers have faced the challenges of 2020 head-on. Tune in to learn what an effective B2B marketing strategy looks like today, and how B2B marketers are changing the world for the better. For full show notes and transcripts, visit https://renegade.com/podcasts/
42 minutes | 2 months ago
229: Growing a B2B Juggernaut
Since CMO Ran Avrahamy joined AppsFlyer in 2013, the SaaS mobile marketing company has grown from 12 employees to over 1,000, from a small tech startup to a worldwide brand. So, how exactly did AppsFlyer launch to such heights, and how did it adapt as it grew? Tune in to hear all about AppsFlyer’s zero budget, guerilla marketing in the early days, and how its “Be Everywhere” mantra drove the company’s growth. Ran also discusses how AppsFlyer has been helping all of its customers—whether they’re in the travel industry or the cloud—through post-COVID challenges, as well as why B2B marketing has to (yes, has to) start with employees. For full show notes and transcripts, visit https://renegade.com/podcasts/
41 minutes | 2 months ago
228: Delivering Powerful B2B Marketing
Prior to the pandemic, 40% of Sendoso’s program spend went to physical events that brought in a significant number of leads and got prospects to close. Such a reliable source of revenue for the brand suddenly became redundant in March, and as customers scrambled to figure out how to adapt, the pipeline froze in April. Luckily, Sendoso had a strong foundation, with a fully scalable marketing program and a robust marketing team. The sending platform immediately shifted its focus to providing educational content to customers and adapting its marketing strategy to new buying behaviors. In this episode, CMO Dan Frohnen shares how Sendoso rebuilt its pipeline post-pandemic, transforming its product into a must-have via meaningful virtual events, powerful partnerships, and a special, Sendoso-style take on direct mail marketing. Check it out! For full show notes and transcripts, visit https://renegade.com/podcasts/
55 minutes | 2 months ago
227: B2B Virtual Events Done Better
In-person events have always been gold for B2B brands. Accounting for 10-50% of B2B marketing budgets in 2019, B2B marketers relied on physical events as a massive revenue source, effectively filling the funnel with leads, closing deals, and extending customer contracts. This was not to be so in 2020. We all know the story—as marketers everywhere had to pivot to digital, events and event planning went virtual. Lift and shift was not going to work. Not only did B2B marketing teams face unanticipated technical challenges and a sea of new virtual platforms, they also had to figure out how they could actually engage attendees and nurture leads in a world of Zoom fatigue. This episode comes from a recent livestream, where CMO Mandy Dhaliwal (Dell Boomi), CMO Paige O’Neill (Sitecore), and CEO David Fischette (Go West Creative Group) shared everything about their virtual event experiences in 2020, both the good and the bad. Tune in for common challenges, creative solutions, and predictions for the future of B2B virtual events. Who knows, they may be here to stay. What You’ll Learn in This Episode How to increase virtual event engagement Common technical issues & fail-safes for virtual events The future of B2B events Time-Stamped Highlights [0:00] Cold Open — This is Renegade Thinkers Live [1:13] Adjusting to the New Virtual Reality [4:25] How Sitecore Pivoted to Virtual Events [9:56] How Dell Boomi Pivoted to Virtual Events [14:46] Transitioning from Stage Presenter to TV Presenter [18:04] How to Mitigate Technical Issues [24:53] Common Technical Issues for Virtual Events [30:18] What Virtual Event Planners Can Learn from Broadcast Television [32:42] How to Nurture Virtual Events Leads [37:42] Tech Features Can that Increase Engagement [43:00] Should Content Lean Towards Authenticity or Slick? [44:45] What’s Better, Live or Pre-recorded Video? [47:19] The Future of Physical and Virtual Events [52:49] How to Ensure Virtual Events Kick A** in 2021 For full show notes and transcript, click here.
42 minutes | 2 months ago
226: Pandemic Pivot: Another B2B Success Story
If you have a product that would really help customers adapt to the world of remote work, how do you sell it to them while being mindful of budget cuts, layoffs, and a global downturn? Take a page from HackerRank’s book. The B2B tech company’s remote interview solution was just what their primary personas needed, and CMO Jennifer Stagnaro knew that the product needed to be endorsed with empathy and generosity. In this episode, Jennifer shares how HackerRank transformed the remote interview experience for the better, reaching out with useful, timely content and offering free solutions to customers and prospects in a time of need. These were the seeds that led to the best Q3 in the company’s history. Tune in to hear how they did it, as well as how HackerRank is aiming to diversify the tech space one interview at a time.
44 minutes | 3 months ago
225: Marrying B2B Brand to Customer Care
Unless they were deemed an essential service, most B2B brands had to pivot their marketing strategy in 2020 to make themselves relevant in a world of digital transformation, lockdowns, and quarantine orders. This was especially challenging for brands that depended on in-person events—from the travel industry to the hotel industry to the restaurant industry, things were going to be tough. In this episode, Drew talks with CMO Dhanusha Sivajee of The Knot Worldwide (TKWW), a B2B2C brand that faced a unique challenge—TKWW’s network of over 300,000 vendors were about to lose their livelihoods as engaged couples updated their “Save the Dates” to “Change the Dates.” TKWW rose up to the challenge, quickly establishing a Paycheck Protection Program (PPP) program for its B2B customers and compiling a comprehensive content library of best practices for the trials ahead. Not only does Dhanusha share how the brand created meaningful content for its customers in a time of need, she also discusses how it established itself as a thought leader and helped its vendors redefine the wedding experience. Tune in for a fascinating episode that exemplifies the value of putting customer care first, especially for B2B brands that are committed to finding truly creative, renegade solutions.
44 minutes | 3 months ago
224: How Remarkable Content and AI Can Enable B2B Sales
What do a premium content strategy and conversational AI have to do with driving revenue? Perhaps unsurprisingly, quite a lot! Content raises awareness and nurtures leads, and after the human handoff, Sales teams can use AI tools to assist them to close. In this episode, ringDNA CMO William Tyree shares a behind-the-scenes look at the AI-powered sales enablement platform’s remarkable content strategy, starting with the acquisition of Andy Paul’s Sales Enablement podcast. He also discusses why businesses shouldn’t be afraid of conversational AI tools—they aren’t here to replace Sales, they’re here to augment and assist them. Check it out!
55 minutes | 3 months ago
223: How to Get More Women in the C-Suite
There are 50 honorees listed in TopRank’s 2020 installment of Influential Women in B2B Marketing Who Rocked, and in addition of these amazing leaders, we at Renegade know that there are countless others worth celebrating for their contributions to marketing in the B2B world. This episode comes from our recent livestream show on the subject, featuring LogRhythm CMO Cindy Zhou, Skillsoft CMO Michelle Boockoff-Bajdek, and Charlene Li, the founder of Altimeter, author of The Disruption Mindset, and one of the women on TopRank’s aforementioned list. Tune in to hear these inspiring leaders and role models share all about what it means to be a woman in the C-Suite, what progress still needs to be made, and how we can all work together to get there.
51 minutes | 3 months ago
222: Salesforce CMO on Power of Purpose
After nearly 7 years with Salesforce, 2.5 of which she served as CMO, Stephanie Buscemi announced on Twitter that she’s saying goodbye. The 100+ (and counting) responses to her announcement have been overwhelmingly positive—a testament to her inspiring, compassionate leadership and her trailblazing, marketing-led initiatives for the cloud-based software powerhouse. We had the pleasure of interviewing Stephanie a few weeks ago, so this outpouring of admiration is no surprise to us. Her success epitomizes the core values that Salesforce has upheld from its start 21 years ago. In this episode, Stephanie shares just what it means for B2B brands that are committed to a capital-P Purpose, and why we truly believe that CMOs can change the world for the better. Tune in to hear how Salesforce has brought its values to life over the years, how said values informed their customer-first response to the COVID-19 pandemic, and more.
48 minutes | 4 months ago
221: The Big Pivot for 2021? Category Creation!
Anthony Kennada knows a thing or two about ANA’s 2020 word of the year: “Pivot.” In just 4 years, Anthony “pivoted” from Business Development Associate (BDA) at Box to CMO of Gainsight—an astounding feat for any marketer—and during his 6 years at the startup, he helped establish a category, growing the brand from $0 to over $100 million in revenue. Now, he’s at Front, a start-up customer communication hub with a high-level story to tell. In this episode, Anthony shares how his experiences at Gainsight have informed his community-building, demand-generating efforts at Front—from how to develop a long-term, growth-focused brand strategy to how to bring employees, customers, and prospects together under one purpose-driven cause. Check it out!
39 minutes | 4 months ago
220: A Make-A-Wish Holiday Story
It’s not every year that Christmas falls on the same day as a new Renegade Thinkers Unite episode, so this one is extra special. The show focuses on the story of Keane Veran, a cancer survivor who, while undergoing treatment for Acute Lymphoblastic Leukemia (ALL) as an 8-year-old, was asked by Make-A-Wish to wish big. And wish big he did. In 2011, Keane and his family, including his older brother, Shaun, were flown to Washington DC to meet President Obama, in the White House no less. Nearly a decade later, this moving story about making a young boy’s wish come true is truly powerful—it not only motivated Keane to keep on fighting, but it’s the foundation that inspired the Veran brothers to start a wellness brand with a business model based on goodwill. A portion of every purchase from their company, Ouragami (OURA), goes to making a wish come true. It’s a lesson in generosity that B2B and B2C companies alike can benefit from. Tune in to hear how marketers can play a very vital role in helping both OURA and Make-A-Wish help kids reach their biggest dreams, with advice and inspiration from Keane, Shaun, and the CEO of the Make-A-Wish chapter in Orange County and the Inland Empire, Gloria Crockett.
56 minutes | 4 months ago
219: Powering 2021 B2B Marketing with Conversational AI
In the premiere episode of Renegade Thinkers Live, Drew was joined by CMOs Rashmi Vittal (Conversica) and John McCrea (Amplify.ai), to discuss all things conversational AI. We take stirring things up quite literally here at Renegade, so in this episode, we sipped in the latest AI marketing insights along with Letherbee’s original label gin (which was amazing, by the way). It was a fun episode, filled with AI conversational marketing use cases, wisdom from Dr. Benjamin Franklin, and a Live audience Q&A. Even Google Chrome makes an appearance! Tune in to hear some incredible use cases, learn why John and Rashmi both say that “bot” is a terrible word, and see just how Intelligent Virtual Assistants (IVAs) can transform B2B marketing in a digital-first world.
49 minutes | 4 months ago
218: Awareness Matters: How One B2B CMO Cut Through
What happens when you pair an identity security company and Terry Crews? An impressive, wildly successful influencer marketing success story, that’s what. It was the final piece of the “Let’s boost our brand awareness” puzzle that Ping Identity CMO Kevin Sellers was looking for. They had already identified their new brand identity and got internal support, now it was time to go big. This episode is all about the courageous, artful, thoughtful, and scientific marketing that goes into building brand awareness, all in the service of driving new customer acquisition. As Kevin shares, “You can't win business if you don't even get a chance to bid on the deal.” Tune in for an inspiring story about brand differentiation, with ingenious marketing executions and measurable results.
47 minutes | 4 months ago
217: Precisely How to Change Your Brand Name
Would CMO Kevin Ruane recommend renaming a brand during a pandemic? No, he wouldn’t; but they had to do precisely that when Syncsort acquired the data and software division of Pitney Bowes in December 2019. The company had 6 months to change the Pitney Bowes name—6 months that just so happened to coincide with all of the disruptions of 2020. In this episode, Kevin shares how Syncsort became Precisely, a global leader in data integrity committed to its “Trust Your Data” message. Tune in for tried-and-true best practices for B2B brands undergoing a name change, like when to get employees involved (hint: early and often) and how to successfully transition old brand equity over to a new, purpose-packed brand.
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