Huddlers in the News

B2B buying trends are changing and the old marketing playbook isn’t working anymore. What does this mean for your marketing strategy? Tune in to today’s episode with the expert marketing execs Jon Miller of Demandbase and Allyson Havener of TrustRadius as we examine the implications of these notable trends and what marketers can do about it.  

The 6 trends we explore:  

• Buyers want to research anonymously 
• Buying committees are even larger and more complicated 
• The buying process is nonlinear and looping 
• Buyers want to self-serve 
• Buyers trust 3rd party resources over 1st party resources  
• Sales has dropped out of the top 5 sources of influence 

What You’ll Learn  

• How to adapt your marketing strategy to new B2B buying trends 
• Why self-serve and 3rd party validation are so important now 
• How to accelerate deal cycles with limited budget 
• How the Marketing-Sales relationship is changing 

For full show notes and transcripts, visit https://renegade.com/podcasts/ 

How are B2B marketers adapting their digital experiences in a down economy? We covered the topic with two superstar marketing execs based across the pond from our NYC studio: Tom Bianchi of Acquia and Warren Daniels of Bynder.  

Are you creating knock-your-socks-off content? Do you have a clickable demo for your business? How are you connecting digital and physical experiences for customers, employees, and partners? We answer all of this and more—tune in for an episode full of practical tips and tactics to keep your business thriving despite the economic challenges at hand.

What You’ll Learn  

• How to adapt your digital content in a downturn
• How to increase conversion rates in a down economy
• How to engage customers, employees, partners in a downturn

For full show notes and transcripts, visit https://renegade.com/podcasts/ 

As the war for talent ebbs and flows, the need for a strong employer brand stands steadfast. An employer brand is the #1 way to give current employees a reason to stay, and to attract top talent looking for a fulfilling place to land. 

Enter CMOs Deidre Hudson (previously of Payability), Lynne Capozzi (retired from Acquia), and Michelle Boockoff-Bajdek of Skillsoft, here to share their insights into the role marketing plays in building and evolving an employer brand that people talk about. Tune in to this episode as we cover everything from navigating layoffs to building brand ambassadors to measuring employee satisfaction. You don’t want to miss it.

What You’ll Learn  

• How to build an employer brand 
• The key to developing brand ambassadors 
• How to measure employee satisfaction 

For full show notes and transcripts, visit https://renegade.com/podcasts/ 

AI is on the up and up. 

As Chat GPT’s servers try to keep up with the buzz of users looking to play with the popular copywriting tool, there’s a whole lot more going on across the generative AI space. Enter Noah Brier, Founder of Percolate, Variance, and most recently brxnd.ai, an organization dedicated to helping brands, marketers, and agencies navigate the ever-changing world of AI.

He joined a CMO Huddles Bonus Huddle to share all the ways B2B marketers can and should start using AI to optimize everything from survey analysis to data extraction to writing BDR scripts. Tune in for a fascinating look into how these helpful little assistants are going to change the way we work.

What You’ll Learn  

• How B2B marketers can use generative AI 
• How to use AI can assess your brand, scrape data, improve BDR scripts + + + 
• What the promise of AI tools means for B2B marketing 

For full show notes and transcripts, visit https://renegade.com/podcasts/ 

Christopher Willis, CMO of Acrolinx, shared how he manages his expanded role in his article on Ad Age. 

When Christopher Willis started as chief marketing officer at Acrolinx in 2017, his mandate was to help the Berlin-based content software company grow beyond its European footprint. Five and a half years later, Acrolinx has a strong customer base in the US—thanks in part to Willis adding the role of chief pipeline officer in 2020. 

Willis said he “lives two quarters ahead” of sales, putting special emphasis on sales velocity—a “piece of fancy math” that helps predict revenue. He meets with the sales team regularly to ferret out what deals are stuck in the pipeline and gives his marketing team latitude to experiment while holding them accountable to one overall metric.

Read the full Q&A on Ad Age: Why Sales Velocity is Chief Pipeline Officer's Most Important Metric

Listen to the Episode: All Roads Lead to Measurement: How to Future-Proof B2B Marketing

What’s a surefire way for B2B brands to grow customer champions, drive cross-sell and upsell, and spread brand love? A robust event marketing strategy will do the trick. Especially in a world where budgets are being cut and CMOs are being asked to do more with less, a well-run event (virtual, hybrid, or in-person) can get you the most bang for your buck. 

Tune in for an insight-packed episode—we explore everything from event planning and promotion to being a stellar host to post-event follow-up with a customer obsessed CMO panel: Shirley Macbeth of Forrester, Olga Noha of SplitMetrics, and Marca Armstrong of Passport.

Speaking of customer events, CMO Huddles is a proud community partner with Forrester’s 2023 B2B Summit, in-person in Austin, Texas from June 4-7th, with expert keynotes, specially curated breakouts, a live band (Nathaniel Rateliff & the Night Sweats!), and a whole lot more. Huddlers will get a special discounted rate, with access to exclusive networking opportunities, VIP status, and more. 

What You’ll Learn  

• How to market B2B customer events 
• The important role CMOs play at events 
• How partnerships can enhance events 

For full show notes and transcripts, visit https://renegade.com/podcasts/ 

How can B2B CMOs optimize their digital marketing efforts? 

Tune into this insight-packed episode with CMOs Ellina Shinnick of HUB International, Mika Yamamoto of F5, and Norman Guadagno of Mimecast as they share their approaches to digital spend—what’s worked, what hasn’t, and where they’re focusing when it comes to building brand awareness online. Don’t miss it!

What You’ll Learn  

• How B2B brands are approaching digital spend 
• Why attribution is so difficult and what to do about it 
• Why B2B brands need to invest in awareness

For full show notes and transcripts, visit https://renegade.com/podcasts/ 

CMO turnover is rampant. 

That’s why CMO Huddles is dedicated to helping B2B CMOs with career development, hence this episode with executive coach Pat Romboletti, Founder & Author of Bulletproof Your Career.

Whether you are looking for your next role, eyeing a different industry, hoping to get on a board, or want to be a thought leader, this is the episode for you. Tune in as Pat shares her expertise on how CMOs can build their personal brands and network better, with comprehensive tips on using LinkedIn, putting deposits in the goodwill bank, and developing a career blueprint.

This episode was originally recorded as a CMO Huddles Bonus Huddle, a live Q&A where Huddles members can listen, ask questions, and get access to helpful resources. If you’re a B2B CMO and interested in getting involved, apply here.

What You’ll Learn  

• How to establish yourself as a thought leader
• How to effectively build your network
• Tips to find your next CMO role

For full show notes and transcripts, visit https://renegade.com/podcasts/ 

“After employees, customers are the target of 2023.”  

With unrelenting pressure on B2B marketers to build pipeline, Drew Neisser’s above advice may sound unhelpful. But the reality is that you can’t have more pipeline without a strong brand embraced by employees and customers alike, especially when the CFO becomes the CFNO. 

Tune into the 330th episode of Renegade Marketers Unite, where Drew shares strategic wisdom when it comes to 2023 growth. Our special host this episode is Joe Cohen, Chief Marketing and Communication Officer at AXIS, who led the conversation for the benefit of his marketing team and generously shared it with us to air for all. 

What You’ll Learn  

• How to mine customer relationships in 2023 
• Why brand purpose is so important 
• Why employees should be your #1 target in a recession 

For full show notes and transcripts, visit https://renegade.com/podcasts/ 

To the extent that you can create a self-guided buying experience, the happier your customers and potential customers will be. That’s one of the big ideas that drive Product-Led Growth (PLG for short), the topic we cover in this episode featuring CMOs Michael Callahan of Acronis and Allyson Havener of TrustRadius.   

Michael and Allyson’s insights into marketing’s role in driving PLG are a must-listen for marketers no matter who you work for and how you go to market. Tune in to learn how to optimize your PLG efforts to nurture prospects, drive adoption and upsell, and bring your B2B organization to new heights! 

What You’ll Learn  

• How to get product led growth right 
• How to nurture PLG prospects and drive upsell/adoption  
• Why self-serve products still need marketing 

For full show notes and transcripts, visit https://renegade.com/podcasts/