Huddlers in the News

Listen Here | From Renegade Thinkers Unite, Episode 119: Be the Big Fish in Many Small Ponds

You’ve heard it said, “Be the big fish in a small pond.” But have you ever considered being the big fish in many small ponds? Sage Intacct, a provider of cloud financial management, is doing just that. To pull this off, Sage Intacct first defines different “micro-verticals” by breaking down larger marketplaces, like manufacturing, into more granular categories, like toys, planes, and cars. Following that, they become experts in the field, and begin producing valuable, category-specific sales materials and insights.

Vice President and Head of Marketing, Ian Howells, chats with Drew on this episode about how his employees get to know these different markets—or ponds if you will—and the rigorous process of becoming the biggest fish in each. 

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

Listen Here | From Renegade Thinkers Unite, Episode 106: Creating the Category — Affectiva and Emotional AI

Gabi Zijderveld is no stranger to pioneering new tech industries. As the CMO of Affectiva, she has helped to create an entirely new category in the tech industry: #EmotionAI. While emotional intelligence is not always fully understood, Gabi and her team at Affectiva have found a way to craft a narrative around emotional AI that the tech world could not ignore. From educational summits to simple handwritten notes to supporters, Gabi has found the keys in paving a new frontier for smart technology.

On this episode of Renegade Thinkers Unite, Gabi shares her nonlinear journey to the CMO seat at Affectiva. Her courageous drive to do something that had never been done before led to an innovative breakthrough for emotional intelligence. With the right strategies and priorities, Gabi proves that CMOs don’t have to follow the leader — they can create whole new markets for their product. 

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

Listen Here | From Renegade Thinkers Unite, Episode 43: Redefining Core Brand Values to Drive Customer Success

Core values undoubtedly determine the path of a brand. Companies that have a clear vision are likely to be more resistant to adversity than those that don’t. Denise Vu Broady, CMO at WorkForce Software, knows plenty about both core values and adversity. Having fled Vietnam as a child, Denise learned to become resilient by sticking to her roots while growing up in Richmond, Virginia. She learned in her post-graduate job quest that a strong foundation should be the backbone of any company.

When Denise arrived at WorkForce, she noticed that the core brand values had not be clearly defined.  Working with the leadership team, she made this her top priority. Needless to say, changing the heart and soul of the established international company was no easy feat. That didn’t stop Denise from helping to redefine WorkForce’s ideology from the inside out.

On this Renegade Thinkers Unite episode, Denise explains how she managed to help construct WorkForce’s values and drive its future success. 

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

Listen Here | From Renegade Thinkers Unite, Episode 32: How Kofax's CMO Built a Global Marketing Organization

With great power comes great responsibility. When Lexmark acquired Kofax—an automation software company—in 2015, the now-global business was burdened with the task of streamlining its marketing functions. Kofax CMO Grant Johnson was tabbed for the job. It was Johnson’s duty to institute a centralized marketing plan that the company’s worldwide sectors could follow.

Grant Johnson talks about his formula for creating a unified, global marketing strategy in part two of his interview on the Renegade Thinkers Unite podcast (You can listen to the episode here.) Host Drew Neisser, accompanied by Inc. magazine author Bill Carmody, ask Johnson about his trials and triumphs. If you missed part one of this episode, you can listen to it here.

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

Listen Here | From Renegade Thinkers Unite, Episode 31: B2B Marketing Success Starts with Internal Alignment

If one phrase could be used to describe the philosophy of marketing in 2017, it would be “customers come first.” Gone are the days of product pushing as a surefire advertising strategy. Consumers want to find solutions to the problems they encounter. Marketers have to address those needs from first contact to have a shot at a sale. And really, that’s how it should be—marketing brands as answers and showing that there are people behind the brand who care about the consumer.

Kofax CMO Grant Johnson is leading the way in putting the customer first. His team speaks its clients’ language, delivering an authentic persona at every buying stage.

Tune in to part one of Grant Johnson’s interview with Renegade Thinkers Unite host Drew Neisser, and Bill Carmody, entrepreneur and Inc. magazine author.

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