Huddlers in the News

Listen Here | From Renegade Thinkers Unite, 209: Spinning a New B2B Brand Out of IBM

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.

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

For years, B2B marketers have been measured by the quantity of leads they generate for the sales team, whose job is to convert them into revenue. When leads don’t convert, the departments can blame each other for poor leads or bad sales efforts. Without resolution, the standoff can persist.

One chief marketing officer who has systematically diffused the tension between her counterparts in sales is Rashmi Vittal of Conversica, a provider of virtual assistant software. Vittal discusses how a simple but robust nine-square grid fully aligns her team with sales and eliminates potential conflicts before they start. Among the keys to this détente: making sure marketers walk in sales’ shoes, sales enablement playbooks, a commitment to continuous improvement and a shared set of performance metrics. In other words, there is no hand-off.

Read the full Q&A on Ad Age: How a Software Company Ended the War between Marketing and Sales

Listen to the Episode: One CMO’s System for Aligning Sales and Marketing

Listen Here | From Renegade Thinkers Unite, Episode 206: B2B Marketing to the Rescue

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!

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

Marketers targeting enterprise customers traditionally struggle with a long and complex sales process, dealing with buying committees of 10 or more that can deliberate for up to 18 months, putting them through seemingly endless hoops. When the pandemic struck, enterprise sales—with the exception of essential business-continuity services including security, communications and logistics—ground to a halt. This left the rest of the B2B world scrambling for traction.

Chandar Pattabhiram, chief marketing officer of Coupa, a business spend management platform, recognized the need for repositioning. During three weeks in March, Pattabhiram and his team revamped their messaging to place an emphasis on resilience—appealing to chief financial officers who would see the downturn as an opportunity to position their companies for future success. Since then, Coupa has been one of Silicon Valley’s high-flyers, with its stock more than doubling, a result at least partially fueled by its rapid repositioning.

Read the full Q&A on Ad Age: How the Pandemic Inspired a Marketing Campaign That Embraces Client Resilience

Listen to the Episode: Today’s Resilience is Tomorrow’s Excellence

Since the early days of the internet, cybersecurity firms have offered complex technical explanations about how their approach thwarts bad actors who can disrupt highly vulnerable computer systems. One company taking a different approach is White Ops, a cybersecurity company that protects brands from sophisticated bot attacks and fraud. 

“People can see right through you if you are talking too much tech, using too many buzzwords, trying to oversell or sell too hard,” says CMO Dan Lowden, whose “Keep it Human” campaign has driven revenue growth and led to a round of funding from Goldman Sachs Merchant Banking Division and ClearSky Security.

Read the full Q&A on Ad Age: How One Cybersecurity Firm Keeps Its Marketing Human

Listen to the Episode: Finding Your Brand’s North Star

Marketing scientists are increasingly the norm in B2B. These individuals know how to stand up a demand generation engine, one that can drive leads into a nurture stream and track them through the sales pipeline. The reward is what many in the industry call “net new logos.” Contribute enough of these new customers at a reasonable acquisition cost and you are a company hero.

One such individual is Joshua Leatherman, the CMO of Service Express, a company that maintains data centers. When Leatherman arrived 8 years ago, it was a traditional sales-driven organization with a limited marketing infrastructure. Today, marketing contributes 70 percent of the new logo pipeline—about as good as it gets. Letterman attributes success to a disciplined process, responsive sales teams and a revenue operations unit that sits between sales and marketing, providing a neutral source of actionable data.

Read the full Q&A on Ad Age: How a Data Center Company Mastered the Science of B2B Marketing

Listen to the Episode: CMO Mathematics with Service Express

Although it seems like ancient history, when the economy was booming, many B2B brands saw themselves as growth catalysts. Promising help with acquisition, these brands offered a vision of unlimited success for customers. One such brand is Reltio, a data management platform, whose new website in February 2020 touted “winning in the experience economy” as its reason for being. Then the pandemic struck.

For Jakki Geiger, Reltio’s CMO, it was a pivotal moment. Recognizing that the message was potentially tone-deaf as many businesses went into survival mode, Geiger asked her team to find a new promise. Mining their brand’s corporate mission, Reltio shifted from a message of winning new customers to one of serving, protecting and retaining current ones—demonstrating agility in the face of disruption.

Read the full Q&A on Ad Age: How the Pandemic Inspired a Strategy Shift from Customer Acquisition to Retention

Listen to the Episode: Rethinking Your Brand Promise…In a Hurry

Listen Here | From Renegade Thinkers Unite, Episode 201: One CMO's System for Aligning Sales and Marketing

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. 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.

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

The absence of physical events in 2020 created a void for B2B marketers, many of whom rely on them for up to 80 percent of their leads. Marketers also count on events to educate, celebrate and entertain customers, partners and employees. Budgets are lavish, and hard-core digital marketers including Adobe’s Ann Lewnes praise their effectiveness. It wasn’t a surprise when big brands, including Adobe and IBM, staged virtual events in April.

While the brands benefited from early-mover advantage in terms of attendance, the overall experience could not compare with their stellar physical events. Looking to do better, the CMO of Skillsoft, the learning management system software and content producer, used design thinking to reimagine a virtual event experience from the ground up.

Read the full Q&A on Ad Age: How a Learning Tech Company Reimagined Its Global, 24-Hour Virtual Event

Listen to the Episode: Raising the Bar with Virtual Events

Listen Here | From Renegade Thinkers Unite, Episode 199: Today's Resilience is Tomorrow's Excellence

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.

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