Starting as CMO in the middle of a pandemic is challenging enough. But what about when your new company is spinning off a major chunk of business that will keep the original company name? That’s exactly what Celia Fleischaker confronted when becoming CMO of Verint in September 2020. Her approach provides multiple lessons for b-to-b CMOs.
To redefine the brand, Fleischaker and her team began with market research among employees, customers, prospects and industry analysts. Zeroing in on the idea of “boundless customer engagement,” the rollout focused initially on employees, making sure they not just understood the new brand story but could and would evangelize about it.
Customer engagement company consulted with employees and clients before going to market
Read the full Q&A on Ad Age: How Verint Juggled a Spinoff and Rebranding amid the Pandemic
Listen to the Episode: Being a Groundbreaking B2B CMO