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Read Q&As with the top B2B marketers today in Drew's Ad Age column. 

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  • May 07, 2021 11:26 AM | Anonymous member (Administrator)

    Listen Here | From Renegade Thinkers Unite, Episode 239: B2B Brand Transformation in 3 Acts

    Powerful narratives tend to follow a 3-act story structure: the setup, the confrontation, and the resolution. Act One is about establishing characters and their challenges in the world they live in; Act Two is about the actions they take in response to said challenges; and Act Three brings the story to a climax, effectively giving characters a new sense of who they are.

    In this fascinating episode, CMO Paul Stoddart lays out the 3-act story behind Epicor’s recent brand development. Tune in to learn how Epicor identified where it was lacking, discovered a new purpose that aligned its brand strategy to its business strategy, and brought its new promise to life through its employees and customers, effectively transforming the organization from the inside out.

    For full show notes and transcripts, visit

  • April 30, 2021 7:38 AM | Anonymous member (Administrator)

    Listen Here | From Renegade Thinkers Unite, Episode 238: The B2B Vertical Marketing Playbook

    Artful marketers don’t just chuck paint at the wall and hope people notice, they come with a full set of brushes and an eye for detail. It’s this focus that can lead to some really effective, targeted marketing campaigns, and in this episode, we’ll be exploring the medium called “Vertical Marketing.”

    There’s a lot to sift through when it comes to building a robust B2B vertical marketing program, but Ian Howells of Sage IntacctLynne Capozzi of Acquia, and Mika Yamamoto of F5 are great guides. Tune in to hear how they apply vertical marketing in the real world, where they’ve noticed mistakes, and why vertical marketing is here to stay.

    For full show notes and transcripts, visit

  • April 16, 2021 11:21 AM | Anonymous member (Administrator)

    Listen Here | From Renegade Thinkers Unite, Episode 236: Balancing Brand and Demand

    Which came first, brand or demand? It’s an age-old question in the B2B world, especially for B2B CMOs who understand the delicate balance between growing a powerful, lasting brand and a demand gen engine that delivers results. Enter CFA Institute, a leading association of investment professionals with a global reach and a strong brand identity.

    In this episode, CMO Michael Collins shares exactly how CFA balances brand and demand while managing a robust MarTech stack, adjusting strategy where needed, and tracking key metrics to maintain a healthy data-oriented alignment with the C-Suite. Tune in to hear what has worked, what hasn’t, and how CFA has driven growth within its close-knit community of Chartered Financial Analysts.

    For full show notes and transcripts, visit

  • April 09, 2021 11:25 AM | Anonymous member (Administrator)

    Listen Here | From Renegade Thinkers Unite, Episode 235: Brewing a Simple Brand Story with Tealium

    When CMO Heidi Bullock joined Tealium in 2019, her mandate was to grow the company from great to greater. Tealium already had a solid standing in the customer data management space when she arrived, having reached over $100 million in ARR with no plans of slowing down.

    Heidi dove in immediately, directly reaching out to customers and partners to figure out how to level up the brand. Tune in to hear Heidi spill the tea on how Tealium simplified its brand story, infused it into the organization, and brought it to market with a flourish. This episode is a remarkable lesson in B2B brand strategy—you don’t want to miss it!

    For full show notes and transcripts, visit

  • April 02, 2021 7:40 AM | Anonymous member (Administrator)

    Listen Here | From Renegade Thinkers Unite, Episode 234: B2B Marketers Marketing to Marketers

    Like any good magician, a great marketer never reveals their secrets. The best marketing is so good that it wows its target audience on the stage, but when that audience is a group of marketers, things become a lot trickier. It’s like pulling a rabbit out of a hat at a magician’s convention—your fellow marketers already know all the tricks of the trade, so they are that much harder to impress.

    In this episode, we spoke with three master CMOs of marketing to marketers: Norman Guadagno of AcousticJamie Gilpin of Sprout Social, and Eric Eden of Postclick. In this insightful conversation, they share all kinds of tricks of the trade, from strategies to really engage the marketing community to how much MarTech is too much. Check it out!

    For full show notes and transcripts, visit

  • March 26, 2021 11:23 AM | Anonymous member (Administrator)

    Listen Here | From Renegade Thinkers Unite, Episode 233: One Marketer's Change Management Playbook

    When Johnny Smith Jr. joined Encompass Health as VP of Marketing, he was tasked with a tall order—to create a strong, growth-oriented marketing department. The change management job would involve a complete rebuild, but luckily for Encompass Health, Johnny’s strategic approach to marketing transformation and diplomatic leadership helped them align the organization in 12 months.

    Tune in to hear Johnny’s in-depth, step-by-step guide to building a marketing organization. From establishing guiding principles to aligning newly organized across strategic priorities, Johnny is a master in change management. Check it out!

    For full show notes and transcripts, visit

  • March 19, 2021 7:43 AM | Anonymous member (Administrator)

    Listen Here | From Renegade Thinkers Unite, Episode 232: Finding the Perfect CMO Gig in 2021

    The executive job search is all about taking a consultative approach. For CMOs, it’s about using interviews to truly understand the pain points of an organization and to measure their values against your own. It’s about setting expectations so that, once hired, the CMO be able to deliver both quick wins and big wins that have a lasting impact. And now, Post-COVID, it’s also about doing all of those things virtually.

    This episode comes from a livestream we recorded in January 2021 with three guests who bring different perspectives to the CMO job search. Patti Newcomer-Small had just been hired as CMO at FMG SuiteSara Larsen was in transition at the time (now she’s CMO of Wolters Kluwer Health), and Brandon Palmer of Discover Podium coaches CMOs looking for their next gig. Tune in to hear how the job hunt has changed post-COVID as well as an abundance of useful tips for the search and that first 90 days as a virtual leader.

    For full show notes and transcripts, visit

  • March 09, 2021 12:45 PM | Anonymous member (Administrator)

    In his book, "Quantum Marketing," MasterCard Chief Marketing Officer Raja Rajamannar observes that “B2B marketing is several generations behind when it comes to tapping into emotions ... the reliance is on data and performance claims within communication elements, which by nature tend to be less interesting and hardly inspiring.” It's a painful truth, which is why it is noteworthy when a campaign breaks with convention.

    One such campaign is from Ping Identity, featuring actor/athlete Terry Crews as "chief identity champion." The campaign, launched in October 2020, is the culmination of CMO Kevin Sellers’ efforts to dramatically increase awareness of the brand. “You can't win business if you don't even get a chance to bid on the deal” says Sellers. “You’re trying to get them to know you and remember you, and you can't do that by being really safe.” With site traffic up 1,000%, Sellers knows he’s tapped into something special.

    Ping Identity's CMO discusses why actor Terry Crews' 'chief identity champion' character broke with product-focused convention.

    Read the full Q&A on Ad Age: How a Software Firm Tapped into Emotion to Reshape B-To-B Marketing

    Listen to the Episode: Awareness Matters: How One B2B CMO Cut Through

  • February 22, 2021 12:54 PM | Anonymous member (Administrator)

    At the first hint of the deal to acquire the software division of Pitney Bowes, Syncsort Chief Marketing Officer Kevin Ruane knew he would be playing "Beat the Clock." Once the deal closed in December 2019, Syncsort would have only six months before it had to drop the Pitney Bowes name. And, given that the acquisition would double the data integrity company's revenue and product portfolio, it was also clear that the combined entity needed a new name.

    Nonetheless, Ruane was determined to involve the more than 1,400 combined employees in every step of that naming process. “We had an obligation to put our employees at the center of this branding because of the cultural aspects of bringing these businesses together,” he says. By May 2020, the world was intaroduced to Precisely, but not before hundreds of employees had the chance to learn about, influence and embrace the new brand and purpose.

    Precisely CMO discusses the challenge of merging two businesses and launching a new name.

    Read the full Q&A on Ad Age: How a Data Integrity Company Got Employees Involved in Rebranding Process

    Listen to the Episode: Precisely How to Change Your Brand Name

  • February 12, 2021 7:46 AM | Anonymous member (Administrator)

    Listen Here | From Renegade Thinkers Unite, Episode 227: B2B Virtual Events Done Better

    In-person events have always been gold for B2B brands. Accounting for 10-50% of B2B marketing budgets in 2019, B2B marketers relied on physical events as a massive revenue source, effectively filling the funnel with leads, closing deals, and extending customer contracts.

    This was not to be so in 2020. We all know the story—as marketers everywhere had to pivot to digital, events and event planning went virtual. Lift and shift was not going to work. Not only did B2B marketing teams face unanticipated technical challenges and a sea of new virtual platforms, they also had to figure out how they could actually engage attendees and nurture leads in a world of Zoom fatigue.

    This episode comes from a recent livestream, where CMO Mandy Dhaliwal (Dell Boomi), CMO Paige O’Neill (Sitecore), and CEO David Fischette (Go West Creative Group) shared everything about their virtual event experiences in 2020, both the good and the bad. Tune in for common challenges, creative solutions, and predictions for the future of B2B virtual events. Who knows, they may be here to stay.

    For full show notes and transcripts, visit

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