Renegade Marketers Unite

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.

2020 has not been easy for anyone. In this episode, Drew reflects on the personal and professional challenges faced by marketing leaders, and how they've overcome adversity to build better, more empathetic B2B organizations that are dedicated to making the world a better place. As the great Ben Franklin once said, "Out of adversity comes opportunity." From how #WFH has changed the way we work to what CMOs plan on doing differently in 2021, this special Thanksgiving episode is filled with silver linings and insights from a wide range of inspiring B2B CMOs.

This September, Litmus released the results of its latest state of email survey: 77% of marketers say email is one of their most effective channels, and 78% suggest that it's been vital to their overall success. This should come as no surprise, especially given that Litmus surveys have also found email has a staggeringly high return on investment: $42 ROI for every $1 spent. The survey came out with the launch of Litmus' first-ever Litmus Live Everywhere, a free, virtual event to replace their in-person one (which typically costs ~$1500, by the way), as well as a new product and certification program. Needless to say, Litmus has been busy. In this episode, CMO Melissa Sargeant joins Drew to discuss all things email marketing, like how Litmus markets to marketers, common mistakes, and why batch and blast is dead. This episode is jam-packed with insights from the CMO of one of the leading email marketing tools of today. Don't miss it!

Any B2B or B2C organization is only as good as its team, so it may be surprising to hear that the hiring process hasn't really changed for the last decade. In fact, 9 out of 10 CMOs say they aren't doing anything different when it comes to building their marketing squads. It's high time for that to change; it's time to bring all of the tools available in MarTech over to the people side of the house. In this episode, Aptology CMO Caroline Tien-Spalding joins us to talk all things employee hiring. Tune in to hear why understanding behavior at work is essential, how Caroline built a CRO advisory board to help drive content, and how hiring right can boost revenue across the board.

Shifting an entire B2B organization from a traditional to a cloud-based selling motion is no walk in the park. Throw in a global pandemic and a sweeping digital transformation, and you've got yourself a real marketing challenge. CMO James Whitemore and his team at NetApp were up to the task, ripping up their marketing playbook and transforming business from the inside out. James tells all in this episode of Renegade Thinkers Unite, sharing how the company has shifted to a real-time marketing approach that enables sales teams to close quickly, as well as how it revamped its messaging with humor and grit to engage and entertain a new audience of potential users. With NetApp's 180% plus YoY growth in cloud services, 5-day sales cycles, and messaging campaigns that have significantly increased click-through-rates, this is an episode you won't want to miss.

As a multi-disciplined, multi-functional channel, social deserves a seat at every B2B brand's strategic table. A robust social strategy does more than just drive brand awareness, it also can also generate leads, attract talent, and build a strong employee culture with far-reaching effects. Don't take just our word for it though—this week's guest is Jamie Gilpin, the CMO of Sprout Social, a leading social media management platform, and she's here to discuss all things social. From why the C-Suite needs to be on social to why you need more than just a "Twintern" to manage your social channels, this episode is chock full of insights about common B2B social media mistakes and specific B2B social media success. Jamie not only shares how social plays an important role in Sprout Social's marketing mix, she also addresses how social listening has informed successful marketing motions and driven revenue. Check it out!

Like many B2B companies, K2 Software has really zeroed in on what makes its low-code process automation platform mission-critical for its customers. Unlike many B2B companies, K2 had already started shifting its strategy and messaging in 2019, months before the far-reaching effects of COVID were on anybody's radar. In the scramble to prove that its product or service is essential during a downturn, K2 was ahead of the game. In this episode of Renegade Thinkers Unite, K2 CMO Carlos Carvajal shares how the company's recent brand transformation and various internal and customer partnerships have helped them navigate the challenges of 2020 and transform automation for the better. Be sure to tune in to hear about the success of K2's virtual event, the launch of a new sub-brand, how K2 celebrates customer success, and more.

Citing a recent virtual event she attended, CMO Latané Conant of 6sense truly believes that, for marketers, "The more things change, the more things stay the same." Now, a lot of things have changed: no more physical events, no more sales presentations, no more opportunities to bring clients together or close deals via in-person entertainment. So, what stays the same? In Latané's opinion, what doesn't change is the fact that, as always, marketers need to lead the charge with bold, creative marketing that works with changing circumstances to bring people together, create memorable experiences, and help get sales teams to close. For this bold episode, Latané shares how 6sense has captured demand via meaningful, community focused virtual events, why creativity is essential when marketing (especially if you're marketing to marketers), and how to use ABM effectively without wasting anybody's time.

Imagine a globally recognized brand (say, IBM Watson Marketing) decides to spin out and gets packaged up and purchased by private equity. Imagine said brand not only has big name recognition, but also a handful of acquisitioned companies with some seriously loyal customers. So, you're a brand-new company with 1,000+ employees, 3,500+ customers in 21 countries, and 5 major products; you need to build an infrastructure, culture, and brand from scratch. Top that all off with a worldwide pandemic, and you've got one seriously big challenge ahead of you. Enter CMO Norman Guadagno. Joining Acoustic in 2019, Norman's mandate was to create a brand, build a marketing organization, and build a company for the IBM carve-out. Daunting, yes, but in this epic episode, Norman shares how Acoustic has made a name for itself. From partnering with HR to establish a distinct culture to selling the new brand to existing customers, this jam-packed episode is a must for courageous B2B marketers everywhere.

"So, a brand walks into a bar…What drink does it order?" And no, it's not the start of a joke, instead, it's a question that CMO Paz Macdonald asks when thinking about brand. When she joined Software AG in 2019, it was clear that the 50-year-old enterprise software company's brand needed a massive overhaul—they had a great reputation but poor brand awareness. It was time to stop being the brand that would order a still water at the bar, and instead order a sensible, inviting cocktail with the confidence of a globally recognized brand that knew it was making a difference. In this episode, Paz shares the story behind Software AG's rebrand, and how a comprehensive brand audit, a completely new website, and an inspiring "living connections" message has built a well-oiled, marketing-driven organization. She also discusses B2B rebranding best practices with full transparency, like how much to involve employees, why companies should seriously consider using an outside marketing firm, and more. Check it out!

The challenges of 2020 have set the stage for big changes in 2021 (and beyond). For optimistic marketers, this means that 2020 is the fertilizer for a beautiful 2021, but it's going to take a progressive, agile, and strategic mindset to reap the rewards. To discuss upcoming changes in the way that buyers buy and sellers sell in the context of marketing, Brent Adamson, distinguished VP at Gartner, joins Drew for his fourth episode of Renegade Thinkers Unite. Joined by a live audience, Brent answers questions about how CMOs can plan for 2021, positing that marketers shouldn't necessarily be focused on creating high-quality content. Instead, marketers should be brokers of information and experiences, building the confidence of their customers and prospects by coaching them through a world overwhelmed by thought leadership. Be sure to tune in to this productively disruptive episode—it might just change the way you think about marketing for the better. Today's guest CMO audience: Dux Raymond Sy (AvePoint), Mandy Dhaliwal (Dell Boomi), Dan Marks (previously of Hancock Whitney, now Infusion Marketing), Michelle Boockoff-Bajdek (Skillsoft), and Simon Schaffer-Goldman (Case Paper).

Businesses need marketing now more than ever if they want to drive top-line growth. Why? Because marketers know how to do more with less. Despite budget cuts and the shift to virtual-only communications, marketers still know how to motivate employees, generate quality leads for sales teams, and gather customer feedback to influence product. As Drew says, "Marketing to the rescue. This is your moment." Enter CMO Katie Risch of Centro, a global software provider for digital advertisers that has grown from 3 employees to 700 in 15 years. In this episode, Katie shares how the marketing team at Centro has played a crucial role during COVID—enabling the sales team via high-quality content and enabling the product team to develop a companion product for the platform. As one of the original 3 employees at Centro, Katie also shares her unique path to the CMO role, one that has made her a dynamic leader who really understands what it means to align teams to work towards the company vision. You don't want to miss it!

2020 was going to be the year of the brand refresh for the data and analytics company, Information Builders. CMO Carol McNerney came on board in January to help bridge the gap between the company's 45-year history and its desired future, and despite all of the challenges this year, they've successfully rolled out an ambitious (and fascinatingly unique) rebrand. In over 200 episodes, this is the first rebrand with a logo where the old name (Information Builders) is embedded into the new one (ibi). The goal was not to erase the brand's heritage but to incorporate it into its present and future the same way that ibi's technology promises to embed intelligence into customer data. Tune in to today's episode to hear Carol share how ibi rebranded successfully amidst #WFH challenges—completely redoing the website, getting employees on board and excited, and launching the brand to customers in an online event with a global reach.

It's not easy to create your own category. It takes vision, it takes competition, and it requires the analysts' blessings. But, if done right, category creation can differentiate your business in a big way. B2B brands that establish a new category often become the household names of said category—visionary thought leaders who are tuned into ever-evolving customer needs. CMO Scott Brazina joins us in this episode to discuss how he's helped create not just one, but two categories during his career. First at PTC with the product lifestyle management category (PLM) and now at Impact with partnership automation. Be sure to tune in for incredible insights into when it's time for category creation, how to know it's working, and how to continue standing out when competitors begin to follow your lead.

At the beginning of 2020, Pluralsight decided it was going to give away all of its online tech courses for an entire month. The education company knew that this might negatively affect revenue, but that was a risk worth taking. After all, unemployment numbers were soaring and non-essential workers had to stay at home—this was an ideal time to learn some new skills and level up. Pluralsight's offering came to be known as #FreeApril, and so far it's yielded remarkable results. 1.1 million users took advantage of the offer in markets around the world, and it didn't cannibalize sales either. In fact, it's helped close deals in unexpected ways and helped Pluralsight fulfill its altruistic mission: To democratize tech skills across the globe. In this episode, CMO Heather Zynczak shares how they did it, how they plan to nurture these new seeds, and why abundant generosity is the way to go. Check it out!

In case you haven't heard, it's time to rev up your demand generation tactics. With budgets cut and in-person lead nurturing opportunities out of the picture, it's up to marketers to put the pedal to the metal and show their CEOs and CFOs the return of marketing investment in hard dollars i.e. closed sales from marketing-generated leads. In this episode, we're joined by Kevin Fliess, a veteran CMO in SaaS and enterprise software who knows a thing or two about how to build an enduring demand generation engine that runs efficiently and effectively. He's worked for SAP, Cvent, Cofense, and is currently CMO of Altum. His comprehensive insights cover everything from simple messaging to frictionless free trials to lead scoring models—as well as his take on why the brand purpose work Cofense did with Renegade last year was crucial to their COVID response.

With 25 years in the tech industry, Conversica CMO Rashmi Vittal knows a thing or two about sales and marketing alignment. She knows that it's about "company-wide enablement" as opposed to "sales enablement." She knows the value of a simplified product message. And she knows the common excuse, "Well, I gave leads to sales and they just didn't do anything with them," just won't cut it. In this week's episode, Drew and Rashmi discuss her nine-square "Alignment Between Sales and Marketing" grid (see below). It's a simple yet thorough model, one that recognizes that achieving alignment is about constant evolution and clear communication. Be sure to tune in to hear how Conversica applies this grid in action, as well as how they've pivoted in 2020.

If you could go back in time and meet one historical figure, who would it be? For Drew, the answer is obvious: Dr. Benjamin Franklin. This should come as no surprise to anyone who knows Drew. As a proud Franklin nut, he considers the man who sold a revolution to a king to be America's first-ever marketer. That's why it was a no-brainer when we discovered a special "time travel" button on Zoom—we just had to give Dr. Franklin a call. For Renegade Thinker's Unite's 200th episode, Drew travels through time to catch up with Dr. Franklin. While covering Franklin's life and accomplishments, they discuss the value of humor in marketing, how to lead courageously, and why relentless curiosity is key to success. Be sure to tune in for Franklin's take on the topics of today in relation to events of the past, you won't want to miss it!

What does B2B excellence look like in a downturn? When faced with this question, the software company Coupa quickly adopted a story of resilience. The decision to change its messaging allowed Coupa to change buying committee perspectives on its offering—if the prospect's goal was to preserve capital and mitigate risk in the long-run, Coupa had the solution to get there. Coupa's strategy has proven effective, and the company's skyrocketing stock is proof. In this week's densely packed episode, CMO Chandar Pattabhiram uncovers how they pivoted under pressure, harmonizing their messaging and releasing it to a 100% digital world. He also shares valuable insights, like Geoffrey Moore's concept of "provocation selling," the 4 P's of pivoting, and how Coupa is taking action against social injustice.

While California went into shelter-in-place in early March, Talend CMO Lauren Vaccarello read an article about a popular bubble tea franchise laying off 400 workers in less than two weeks. With a self-prescribed "healthy sense of paranoia and a very strong desire to grow the business," Lauren jumped into action. She knew that, if the company wanted to survive the long road ahead, they needed to ditch everything they were working on and start fresh, and they needed to do it fast. Talend's new 2020 playbook reflects the power of agility in the face of a crisis. They repositioned their messaging in just ten days with full C-level support, then planned not just one, but three user conferences in under two months. Tune into this tell-all episode to learn why doing things the "wrong" way is sometimes the right one, as well as how fearless leadership and empathy are key to both short- and long-term success.

Right around mid-March 2020, every brand, B2B or B2C, had to take a cold hard look at their brand promise and consider its relevance. Was the brand promise that seemed so right in the go-go months before the pandemic suddenly tone deaf? For Jakki Geiger, CMO of Reltio, a Silicon Valley-based data management platform, the answer to that question was "yes." Practically overnight, the idea of "winning" seemed out of step with their customers, many of whom were focused more on surviving and less on thriving. So, what's a savvy marketer to do? In this remarkably frank episode, Geiger shares exactly how she and her colleagues shifted gears and found a new, more relevant message around "serving, protecting, and retaining." It's a story of agility, determination, customer-centricity, and fearless leadership that almost any marketer can learn from. Drew and Jakki cover a lot of ground including the role CMOs can play not just in driving leads (which she did) but also driving social change in areas like diversity.

If you're looking for an example of a high-quality virtual event, you've got to check out Skillsoft's Perspectives 2020. Drew did, and he was absolutely blown away by the online summit. In fact, it was so engaging that he just had to interview their CMO, Michelle Boockoff-Bajdek (Michelle BB for short) to learn more about the work that went on behind the scenes to create a global experience that rivals pre-COVID physical events. In this episode, Michelle generously shares the details behind the making of the event, as well as other tips, like how they're measuring its success and how they plan to use the momentum to generate demand. We've also got a special Q&A session with a live audience of CMOs: Gabi Zijderveld (Affectiva), Ian Howells (Sage Intacct), Holly Rollo (RSA Security), and Mark Floisand (Coveo). Check it out!

With physical events and direct sales canceled, the idea of filling the pipeline with valuable leads may seem daunting. However, many CMOs see this challenge as an opportunity to prove that it can be done digitally, and it's become glaringly apparent that when it comes to B2B demand generation, content marketing is king. One such CMO, Richard Jones of Cheetah Digital, has made quality, valuable content his top priority. Why? Because he knows that a well-oiled content engine will not only help their salespeople find and close leads, it will also engage customers and attract new talent in profound ways. In this episode, Richard and Drew discuss everything from building your content strategy to measuring its success. There's a wealth of valuable insights to be found, so be sure to tune in!

"Zoom, Zoom, Zoom" may seem like the title of a children's song, but for many of us, it's the reality of the workday—a string of Zoom meetings that take up the brunt of one's time. And while virtual meetings have been a great way to stay connected to colleagues and hold brainstorming sessions, they can be a real hindrance to productivity. It's important for CMOs and other leaders to help their teams Zoom smarter, not harder. In this week's episode of Renegade Thinkers Unite, Smartsheet CMO Anna Griffin shares tips and tricks for facilitating effective brainstorming sessions, like starting meetings with a frame break and assigning ownership. The process passed the test, as the Smartsheet team pulled together and published their recent global survey within a week of their initial Zoom ideation session. Be sure to tune in, you won't want to miss it.

A rebrand is not a campaign, it's a new direction. That's why NI (previously known as National Instruments) brought on their first-ever CMO, Carla Piñeyro Sublett—they wanted someone to guide them through the brand refresh process, to shake up their foundation and challenge their entire business strategy for the better. Knowing that this would be a bold undertaking, Piñeyro Sublett and her team, with full C-Suite support, worked from the outside-in. Then, with the help of an outside marketing agency, a cross-functional internal team, six months of brand strategy planning, 800+ interviews, and a month of employee prep, NI initiated an electrifying process of discovery for the business—one whose identity is encapsulated in two powerful, purpose-packed words: "Engineer Ambitiously." This episode is a special one, as NI live-streamed the launch this week in a global celebration of their new brand. Tune in to hear about how they did it, you won't want to miss it!

Brands must be handled with care. They are emotional, enduring, and convey everything a business stands for, so it behooves CMOs to ensure that their company's brand purpose and the messaging around it are not tone-deaf, but accessible—so accessible that they become a rallying cry for employees and customers alike and speak to any challenge that may come your way. Now, how can you achieve this? At Renegade, we suggest finding a common story and articulating it in six words or less, which is exactly what Altair did when the software engineering firm launched its "Only Forward" campaign. As CMO Amy Messano explains, they knew that their decision to rebrand during COVID was the right one; firstly, because they had previously put in nearly a year of hard work to find their brand story, and secondly, because their purpose gave employees hope in an otherwise unpredictable moment—the true acid test for a successful brand refresh. In this week's episode of Renegade Thinkers Unite, Amy shares the story behind Altair's mid-COVID rebrand, including how she used her "engineering pocket translator" to discover their purpose-driven story statement, how they activated their employees with the new message, and how they've measured its success thus far.

When do company values matter? Just ask today's guest Peter Finter, the SVP and CMO at Couchbase: "It's when you have to make a hard decision, that's when values matter." Speaking with conviction, Peter knows what it takes to prepare a business to take on any challenge. This conviction was made clear in Couchbase's nearly seamless response to the COVID pandemic and how it took care of employees, customers, and prospects. In this week's interview, Peter shares the six unique values of the open-source cloud database company that they've brought to life in the recent months across the spectrum of their ecosystem, starting with "Be a good human always." With a commitment to personalizing marketing through things like employee talent showcases on Zoom and a free community edition of their software, Couchbase's priorities are evidence that the human, purpose-driven B2B brand will always outlast the two-dimensional, poster board one (and they'll probably see higher demand generation, faster once things start picking up again).

Enter overused marketing advice: Be authentic. Understand your customers. Helping is the new selling. Clichés, yes, but they are as true today as when they were first uttered. You can't skip these steps, and most people get it wrong by assuming they can, ultimately undercutting their "authentic" image with overtly salesy content or "authentic" messaging with no steps taken to back it up. In our opinion, the true renegade marketer will be able to bring these platitudes to life through innovative actions and strategy. The leaders that can achieve this are sure to see a growth in demand generation and value-added conversations, because working off of a strong foundation will set you up for a lifetime of success. One such renegade is Christina Bottis, the CMO of Coyote Logistics, a 3rd-party logistics (3PL) provider with a pack mentality. The business is focused on enabling its customers with industry-specific data, forecasts, and content because you can only be as good as the people you serve. Not only do they get e-commerce and the supply chain right; they have established themselves as reliable thought leaders who are committed to their purpose-driven tagline: "Drive your business forward." Tune in to this week's episode to hear how Bottis has helped Coyote articulate their promise, align it with the organization to make it real, and measure the results of their successful growth.

With budget cuts looming (or already made), CMOs are suddenly being asked to do even more with even less. Many are stirring up their inbound marketing efforts, concocting lots of content with the hope that their audiences will drink it up. But as the old saying goes, hope is not a strategy. SEO, or should we say smart SEO, is indeed a strategy, one that takes a specific expertise and can pay substantial dividends. Getting discovered on Google for specific keywords is hardly a new opportunity. Many marketers have been doing it successfully for years. But if for some reason—perhaps you've changed target markets, launched new products, or just updated your website—you're not appearing on page 1 of Google, then now is the time to fix that. In this episode, Drew speaks with Geoff Atkinson, the founder and CEO of Huckabuy, a firm that helped radically improve our firm's search presence for keywords like B2B Brand Strategy (feel free to type that into Google to see how we're doing!). Since Drew doesn't normally have other service firms on the show, he wanted to make sure that what Huckabuy recommends could actually be achieved. As it turns out, they've got a reliable recipe for SEO success. Listen in to learn how a tweak here, an amazing piece of content there, and a bunch of well-structured metatags all over your site will make you an unstoppable SEO mixologist.

What does leading through a crisis look like? Drew covered the subject in-depth in a recent episode, but if you want a real-life example of leadership in action, look no further than Holly Rollo, the CMO and SVP Transformation at RSA Security (and avid sailing enthusiast). In the past few months, Holly has taken the helm, steering her team through the COVID storm from her #WFH office in South Lake Tahoe, California. Tune in to this week's episode to hear how Holly has shifted priorities and helped transform the cybersecurity organization for the better: anticipating new security threats, building community through authenticity, and aligning sales teams with digital marketing efforts.

How can a business discover its brand story? The first step, according to David Altschul of Character LLC, is to identify the story's conflict. Now, this isn't the classic "good vs. bad" conflict that you tend to see in Marvel movies—a brand conflict is between two positives, think "independent vs. social" or "strong vs. soft." That's what Character specializes in, and they've helped some big-name clients (think Walmart, Amazon, Wendy's) embrace such conflict and infuse it into the way they do business. Why does this matter in B2B, you ask? Well, there are a few reasons. At the outset, brands with story set themselves apart from competitors that are just selling products; when the buying committee comes together, story unifies the c-suite's perspective of your brand; and finally, story gives you a framework for making decisions no matter what you come up against, even a pandemic. Tune in to this week's episode to hear David's expert advice on discovering brand story, and how to align the goals of your business across the board. He also answers questions from our live audience of three CMOs: Kevin Alansky of Higher Logic, JD Dillon of Enphase Energy, and Dave Bornmann of Naylor Association Solutions.

Imagine you've spent the past year preparing to rebrand your organization. You've ticked off all the boxes—strategized with a cross-functional team, developed a robust communications plan, and defined your brand purpose—and you're finally ready to start rolling things out, but then, the COVID pandemic brings the world to a halt. This is a moment for a big decision, do you still rebrand? Or do you put things on hold? For Julia Fitzgerald, CMO of American Lung Association, the answer was to forge ahead. After all, if they were going to make their new brand promise real, if they truly were dedicated to fighting lung disease, then this was the perfect opportunity to do it. The rebrand didn't come with all the bells and whistles that it normally would have, but this, perhaps, makes it that much more real. After all, as Ben Franklin once said, "Well done is better than well said." Tune in to this week's episode to hear about all about American Lung Association's rebrand and how they've agilely pivoted their marketing efforts amidst the COVID pandemic.

We've said it before and we'll say it again: no CMO can succeed without the backing of their CEO. Countless CMO guests on the show have talked about how crucial it is to have that top-down support, and on this special episode, we're joined not only by the CMO of Wasabi, Michael Welts, but also by his CEO, David Friend. With a strong working relationship that most can only dream of, they talk about how they've built their brand and grown their customer base from 1200 to 15,000 in just two years. The key thing David was looking for was a "simplifier" CMO, and with Michael, he found just that. Through bold marketing, Michael and his team developed a strong value proposition, "1/5 the price of Amazon and 6x faster" and based their sales strategy around the three Wasabi "peas:" price, performance, and protection. Tune in to this week's episode to hear how to build a B2B demand gen machine, measure metrics outside of revenue, and have the CEO/CMO relationship that dreams are made of.

Now more than ever, people want simplicity. They're looking for simple solutions to complex problems, simple language to describe complex ideas, and simple experiences in an increasingly complex world. That's why this week's episode, recorded pre-COVID, is so poignant. Mika Yamamoto, the CMO and CXO of F5, joins us to share the ways she has transformed how they do business by asking one simple question: "Does this remove friction or add delight?" Mika discusses the advantages of combining the CMO and CXO roles, they've given her a unique end-to-end perspective that has ultimately led to innovative, measurable changes for F5's employees, customers, and prospects. With the battle cry "code connects us all," tune in to hear all about how to best measure customer satisfaction (spoiler, it's not NPS) and how to align your employee's day-to-day interactions with the larger goals of the organization.

Where do you go when you're a guest on Renegade Thinkers Unite but can't find a quiet place in the house? To the RV, of course! That's where Ed Rusch, the VP of Marketing at Command Alkon, has set up his #WFH headquarters, working closely with his team as the company adapts to working remotely. Fortunately, the heavy construction software company isn't new to big change—over the last three years, Rusch has led the launch of an impressive brand transformation, repositioning Command Alkon as a category innovator and leading provider with the perfectly pithy purpose-driven story statement: "Together we build amazing." Command Alkon had defined the way that business was done for the last 40 years, so when they found an even better way of doing things, they were setting out to disrupt themselves in order to change the industry, pulling intercompany value from a supply chain perspective through to construction. On this week's episode, Rusch leads us through Command Alkon's brand reimagination, starting with the quick wins that generate leads and gain executive buy-in, developing a provocative story, and then bringing that story out to employees and customers in order to build upon that promise. For additional materials about finding your brand's purpose in order to weather any storm, take a look at our comprehensive guide to effective B2B brand strategy, here!

It's impossible to have business continuity during a crisis if your contact center software is only designed to run on-premises (on-prem for short) and your employees can't come into the office. This has become a serious issue for many companies in the recent weeks, because if your customers can't reach your service team, it stops business in its tracks and, ultimately, adversely affects your brand. That's why Talkdesk, a cloud-based contact center solution, made it their mission to bring on-prem operations home quickly so that businesses can continue thriving while protecting their employees. Their first of many crisis-centered products launched one week before "business continuity" started trending, and Talkdesk CMO Kathie Johnson joins us this week to talk about how her team's agility, commitment to goodwill, and holistic view of business put Talkdesk front and center in the conversation.

Stack Overflow, an online Q&A community for developers, has a clear #WFH advantage—they've operated with a largely remote workforce for over a decade, and they've done it well, simultaneously growing their business and earning a spot on numerous Best Developer Website lists. That's why, in response to COVID-19, they've made it their top priority to share their #WFH best practices and anticipate the challenges that more traditionally in-office businesses may be facing. On this week's episode of Renegade Thinkers Unite, we're joined by Khalid El Khatib, Stack Overflow's VP of Marketing, to discuss the things companies can do to not just keep their teams connected, but to continue collaborating and innovating as they work from their new home. Tune in to hear his well-informed take on virtual socializing, the future of events, and the wealth of resources and tools available as we navigate a virtual world.

As our CEO & host Drew Neisser so aptly puts it, "this an unusual episode for an unusual time." There has been a lot to think about in recent weeks, and with the current COVID-19 pandemic affecting nearly every facet of life, it's tremendously important—now more than ever—for leaders to step forward, take action, and lead by example. That's why, on this week's episode, Drew reflects on how you can take care of the people in your orbit: yourself, your family, your employees, your customers, and the world at large. His valuable insights incorporate the input of 7 CMOs who have shared their recent actions and thoughts concerning the current crisis, including Sarah Larsen (Brightcove), Jeff Perkins (ParkMobile), Paul Sparrow (Chief Outsiders), Janine Pelosi (Zoom), Mandy Dhaliwal (Dell Boomi), Sara Varni (Twilio), and Alicia Tillman (SAP). For more, take a look at Drew's tips on our blog, here.

Joshua Leatherman has been CMO at Service Express for 9 years now—during that tenure, revenue has grown from 30 million to 130 million, marketing efforts now contribute a whopping 70% of qualified leads in their sales pipeline, and their NPS score is currently at 90. Behind these impressive numbers is a lot of hard work, gaining executive buy-in, inspiring staff with an employee-first organizational purpose, and building a customer experience that drives satisfaction and referrals. Leatherman is an expert on the metrics that matter, both the impressive ones listed above, and the ones that you look at behind the scenes to get there. It's not about the number of meetings, it's about the number of quality meetings; not the number of prospects, but the strategy behind how prospects are brought in and engaged. In this episode, you'll get an up-close look at CMO math as Leatherman discusses how they calculate ROI and the essential steps to building a revenue-generating marketing engine.

According to a Gartner Report, Dell Boomi leads the way as an innovative strategic partner for its clients in the Enterprise iPaaS category, with over 8,000 customers and a churn rate below 3%. That's the biggest compliment you can get, especially if you're a company with a large service component. What role did marketing play in developing these relationships and garnering this reputation? Drew sits down on this week's episode with Mandy Dhaliwal, Dell Boomi's CMO and certified sommelier, to discuss how she kept Boomi's marketing initiatives grounded in company strategy in order to modernize engagement across the board. When she joined in 2018, Mandy hit the ground running: she developed a company purpose within a six-week period (during a holiday, no less!), presented the positioning at the annual sales kickoff, and oversaw a complete rebrand with a clearer customer focus than ever before. This week's Renegade Thinkers Unite is packed with remarkable insights. Check it out!

How important are your customers to your business? This one should be a no-brainer—the relationships you build with your customers are vital to success. Leaders that actively focus on customer engagement and satisfaction are able to nurture a customer-base that will champion your product on your behalf and help push innovation. With a wealth of experience under his belt, Chip Rodgers, CMO of WorkSpan, knows the quantifiable value of cultivating customer champions and is here to tell us how he nurtured these relationships from Workspan's early startup days to now. Chip puts a special emphasis on building and retaining trust, and shared a perfect Bill McDermott quote on the subject: "Trust is earned in drops and lost in buckets." For more gems like this, listen in to this week's Renegade Thinkers Unite and learn about how cultivating customer champions can boost your business value, shape your product, and bring in new prospects.

It's tough enough to build a company's marketing engine from the ground up, but Isabelle Papoulias, CMO of Mediafly, successfully navigated through not just one, but two acquisitions within a six-month period. What did she learn? Not all acquisitions are created equal: it was two weeks before their second acquisition announcement when Isabelle, in conversation with her CEO, realized they had an opportunity to completely pivot their brand messaging for the better and decided to scrap their original plan. While this would be considered risky to most, the decision ultimately elevated Mediafly to a new level within the sales enablement category. Join us on this week's episode of Renegade Thinkers Unite to hear all about Isabelle's experience during these back-to-back acquisitions, how their campaign brought both expected and unexpected successes, and why ABM goes beyond marketing to give a company a surround sound approach to targeting valuable prospects.

When purpose moves front and center, a company can attract better talent and better customers. This is not conjecture. Dov Baron, via his leadership consulting practice, has proven it over and over. Dov, who is also a top podcaster, best-selling author and speaker, gets to purpose by asking the tough questions. No wonder he sees himself as the "father of dragons," helping executive teams find their own distinct purpose, and a collective purpose for the organization. This means digging deep and even exploring one's biggest fears. There's obviously a lot more to it and we spend a lot of time in this episode exploring why "starting with why" is in fact just the beginning of every organization's purpose-seeking journey. On this week's episode, Dov and Drew are also joined by a live audience of industry-leading CMOs, who weigh-in and help shape the engaging discussion. Listen in for more about the best way to find the why of your why, which questions you really should be asking to get there, and how to get tangible results from shining a light on your company's purpose.

Sometimes, the big ideas sort of just happen. That said, some magical brand moment isn't going to just appear without some planning or effort—but sometimes, some small bit of genuine authenticity can grow into a brand pearl. That's part of what happened with White Ops, and on this episode, Dan Lowden, CMO, discusses how. White Ops is fueled by their purpose-driven mission to disrupt the illicit economy built by cybercriminals; that mission has caught fire and stands as a sterling example of why purpose is a must. Tune in to hear about how they formed their mission, how they show it to the world, why they shun the hard sell, and how an overarching purpose came from a simple t-shirt that just read "human."

"It's not if—it's how." That's how Karen Jones, CMO of Ryder, a supply chain management and logistics company, started wrapping up our interview. It's also what she tells her team often, and an integral part of how they approach business hurdles. The key to their success, though, isn't just relishing the opportunity to overcome a challenge—they also rely heavily on a deliberate, test-heavy approach where they have room to explore, experiment, and find bold solutions that work. Another crucial element is the CEO relationship—for Karen to succeed, she noted the need for support from the CEO and board to have leeway in her marketing endeavors. In this episode, we'll hear more about how she's formed her marketing mindset through her career, and how learning from failures has helped shaped her current approach. Listen in for a candid conversation about the pitfalls of marketing in a silo, marketing's limitations within a business, and how effective marketing can accelerate a product's demise.

In this interview, host & Renegade CEO Drew Neisser actually sits down with, well, Drew Neisser. Maybe it's half interview, half monologue. Either way, on this episode, Drew explores the concept of CATS. Not the fluffy, loveable-yet-tempestuous pets, but the four key traits for being an effective marketer that are absolutely crucial in developing an effective B2B marketing strategy. Listen in to learn about being an effective, creative marketer, crafting a brand, cutting the clutter in your efforts, and much more! For the main course on How to Develop an Effective B2B Brand Strategy in 2020, please chomp on Drew's Special (17,771 word) Report http://renegade.com//b2b-brand-strategy-report/

In 2017, Jeff Perkins was champing at the bit to get started as CMO of ParkMobile, a parking assistance app based out of Atlanta. He saw the 7.5 million users, the hundreds of thousands of new users each month, and the awesome product driving everything. However, when he got going, he began to notice his enthusiasm wasn't exactly the norm. Jeff joined the team following some significant board changes, executive changes, and turnover. As a result, the company moral was experiencing a sort of slump, despite the app's early success, and the leadership decided to step up. Jeff was quick to spot that this relative malaise could be remedied with a clearer articulation of the company's vision in a clear set of core values. Following that, an emphasis on employee engagement would help that mission—and a new positive spirit—spread through the company. Listen in to this episode to hear more about how ParkMobile built a thriving culture around core values and an engaged internal team, and how that culture has helped the company grow to 17.5 million users.

One of the integral questions most marketers face is: How do I expand my audience? Well, you could draw up a new campaign, make a new product—heck, you could even bite the head off a bat; Ozzy Osbourne definitely reached quite a few new people in the 80's with that stunt. Well, maybe that last one isn't the best idea for businesses. Anyways, an important aspect is: you have to do something that works with your brand, resonates with the people who want to use your product, and is relatively product agnostic. Now, while they may not be dining on any small nocturnal mammals, Twilio's marketing efforts certainly capture the aforementioned guidelines, and take on a spirit of boldness and experimentation, all in the service of expanding their audience. In this episode, Sara Varni, CMO of the cloud comms company, discusses how they've created marketing that they know their users will like and respond to. It ranges from gamified tutorials, to dev conferences, to sponsored hackathons at client offices and so much more. To learn more about these efforts, and the scrappy, startup-mentality that drives them, tune into this week's episode of Renegade Thinkers Unite.

As a veteran of Silicon Valley with tenures at multiple massive, industry-leading tech companies, Carl Tsukahara has developed a serious taste for adventurous testing, especially in B2B. That doesn't mean just running around pushing buttons and selecting metrics at random, it means breaking free from the common snare of planning multiple meetings and emails before adjusting a small facet of the landing page for A/B testing. Speaking of A/B testing, Tsukahara's career path has led him to currently serve as Chief Marketing Officer of Optimizely, which is essentially the home of the A/B test. They also call themselves "the world's leading experimentation platform," painting the company as a fitting place for a bold marketer and tester like Tsukahara. In this interview, Carl discusses what different companies ought to be testing for, how to properly set up certain guardrails to guide your testing, what we can learn from big brands like Amazon and Netflix, and much, much more. Check it out!

When Matrixx started out in 2008, they were a David among Goliaths. People thought they were crazy to even try cracking a pretty crowded SaaS market for communications and digital services provider. Skip ahead a few years and they're boasting 70% growth (for 3+ years!), 15% responsibility for the lead pipeline—which in a niche market like Matrixx's is quite a feat—and, perhaps most impressive of all, a 100% renewal rate for the multi-year subscription model. You don't see 100% all that often (Citizen Kane's 100% on Rotten Tomatoes is certainly good company to share), and with good reason: it takes some simply stunning work from the company to achieve. In this episode, Jennifer Kyriakakis, Founder & VP of Marketing, talks about their journey from startup to top-5 brand in their industry. She shares how they've celebrated customer loyalty (hint: don't make your case studies about your product), how to boldly approach new business acquisition, how they manage to show each prospect a live demonstration of how the Matrixx software can support their specific needs, and more. Matrixx has maintained a David mentality, even as they've grown to the Goliath level, listen in to this episode of RTU to learn how.