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

Ad Age

  • February 09, 2021 12:58 PM | Anonymous member (Administrator)

    Like snow blanketing the East Coast, email is relentless. But there is the occasional snowflake—an email so relevant, timely and well-crafted that it moves you to action—and delivers an ROI of, say, $42 for every $1 spent. This kind of email, it turns out, can be found only through testing. One expert in this area is Melissa Sargeant, chief marketing officer of Litmus, a leading provider of email testing software. Sargeant anticipates a bright future for email especially as marketers increase their use of AI and machine learning. These technologies enable marketers to deliver personalized and consistent experiences—trends Sargeant sees converging in 2021.

    Litmus CMO discusses AI, machine learning and personalized customer experiences.

    Read the full Q&A on Ad Age: How a Testing Software Firm Helps Marketers Double Down on Email

    Listen to the Episode: Litmus Testing Your B2B Email Marketing Strategy

  • January 15, 2021 7:48 AM | Anonymous member (Administrator)

    Listen Here | From Renegade Thinkers Unite, Episode 223: How to Get More Women in the C-Suite

    There are 50 honorees listed in TopRank’s 2020 installment of Influential Women in B2B Marketing Who Rocked, and in addition to these amazing leaders, we at Renegade know that there are countless others worth celebrating for their contributions to marketing in the B2B world.

    This episode comes from our recent livestream show on the subject, featuring LogRhythm CMO Cindy ZhouSkillsoft CMO Michelle Boockoff-Bajdek, and Charlene Li, the founder of Altimeter, author of The Disruption Mindset, and one of the women on TopRank’s aforementioned list.

    Tune in to hear these inspiring leaders and role models share all about what it means to be a woman in the C-Suite, what progress still needs to be made, and how we can all work together to get there.

    For full show notes and transcripts, visit

  • December 18, 2020 7:51 AM | Anonymous member (Administrator)

    Listen Here | From Renegade Thinkers Unite, Episode 219: Powering 2021 B2B Marketing with Conversational AI

    In the premiere episode of Renegade Thinkers Live, Drew was joined by CMOs Rashmi Vittal (Conversica) and John McCrea (, to discuss all things conversational AI. We take stirring things up quite literally here at Renegade, so in this episode, we sipped in the latest AI marketing insights along with Letherbee’s original label gin (which was amazing, by the way).

    It was a fun episode, filled with AI conversational marketing use cases, wisdom from Dr. Benjamin Franklin, and a Live audience Q&A. Even Google Chrome makes an appearance! Tune in to hear some incredible use cases, learn why John and Rashmi both say that “bot” is a terrible word, and see just how Intelligent Virtual Assistants (IVAs) can transform B2B marketing in a digital-first world.

    For full show notes and transcripts, visit

  • December 11, 2020 10:45 AM | Anonymous member (Administrator)

    Listen Here | From Renegade Thinkers Unite, Episode 218: Awareness Matters: How One B2B CMO Cuts Through

    What happens when you pair an identity security company and Terry Crews? An impressive, wildly successful influencer marketing success story, that’s what. It was the final piece of the “Let’s boost our brand awareness” puzzle that Ping Identity CMO Kevin Sellers was looking for. They had already identified their new brand identity and got internal support, now it was time to go big.

    This episode is all about the courageous, artful, thoughtful, and scientific marketing that goes into building brand awareness, all in the service of driving new customer acquisition. As Kevin shares, “You can’t win business if you don’t even get a chance to bid on the deal.” Tune in for an inspiring story about brand differentiation, with ingenious marketing executions and measurable results.

    For full show notes and transcripts, visit

  • December 04, 2020 1:08 PM | Anonymous member (Administrator)

    Acquiring new customers—so-called "new net logos"—has been the prime directive in the B2B tech realm. From private equity to venture capital, from startup to IPO, value was based on the ability to add customers at an ever-increasing rate. When the pandemic struck, adding customers became increasingly challenging, except for essential sectors including security, cloud or remote work capabilities such as Zoom. Attention turned to existing customers, with retention being Job One and upselling the tactic for stability if not growth.

    For Carlos Carvajal—who started at K2 Software as CMO in November 2019—the focus on customers began as a research exercise to identify new messaging. What K2 learned proved to be far more important as the pandemic took hold. Fortuitously, the business process-management and automation company was increasingly delivering software to help automate essential, mission-critical processes. Packaging this insight into a new product, K2 had a powerful story to tell existing customers. It drove engagement and revenue and preceded K2's acquisition by Nintex in October.

    CMO discusses how K2 adjusted strategy in response to the pandemic.

    Read the full Q&A on Ad Age: How App for Mission-Critical Processes Drove Customer Retention for Software Company

    Listen to the Episode: B2B Partnerships That Matter

  • December 04, 2020 10:33 AM | Anonymous member (Administrator)

    Listen Here | From Renegade Thinkers Unite, Episode 217: Precisely How to Change Your Brand Name

    Would CMO Kevin Ruane recommend renaming a brand during a pandemic? No, he wouldn’t; but they had to do precisely that when Syncsort acquired the data and software division of Pitney Bowes in December 2019. The company had 6 months to change the Pitney Bowes name—6 months that just so happened to coincide with all of the disruptions of 2020.

    In this episode, Kevin shares how Syncsort became Precisely, a global leader in data integrity committed to its “Trust Your Data” message. Tune in for tried-and-true best practices for B2B brands undergoing a name change, like when to get employees involved (hint: early and often) and how to successfully transition old brand equity over to a new, purpose-packed brand.

    For full show notes and transcripts, visit

  • November 20, 2020 11:07 AM | Anonymous member (Administrator)

    Listen Here | From Renegade Thinkers Unite, Episode 215: Litmus Testing Your B2B Email Marketing Strategy

    This September, Litmus released the results of its latest state of email survey: 77% of marketers say email is one of their most effective channels, and 78% suggest that it’s been vital to their overall success. This should come as no surprise, especially given that Litmus surveys have also found email has a staggeringly high return on investment: $42 ROI for every $1 spent.

    The survey came out with the launch of Litmus’ first-ever Litmus Live Everywhere, a free, virtual event to replace their in-person one (which typically costs ~$1500, by the way), as well as a new product and certification program. Needless to say, Litmus has been busy.

    In this episode, CMO Melissa Sargeant joins Drew to discuss all things email marketing, like how Litmus markets to marketers, common mistakes, and why batch and blast is dead. This episode is jam-packed with insights from the CMO of one of the leading email marketing tools of today. Don’t miss it!

    For full show notes and transcripts, visit

  • November 13, 2020 1:08 PM | Anonymous member (Administrator)

    Listen Here | From Renegade Thinkers Unite, Episode 214: How CMOs Can Hire Smarter in 2021

    Any B2B or B2C organization is only as good as its team, so it may be surprising to hear that the hiring process hasn’t really changed for the last decade. In fact, 9 out of 10 CMOs say they aren’t doing anything different when it comes to building their marketing squads.

    It’s high time for that to change; it’s time to bring all of the tools available in MarTech over to the people side of the house. In this episode, Aptology CMO Caroline Tien-Spalding joins us to talk all things employee hiring. Tune in to hear why understanding behavior at work is essential, how Caroline built a CRO advisory board to help drive content, and how hiring right can boost revenue across the board.

    For full show notes and transcripts, visit

  • November 12, 2020 1:13 PM | Anonymous member (Administrator)

    When IBM sold its marketing software division to investment firm Centerbridge Partners in July 2019, the new owner essentially created a 1,000-person startup. It was given a new name, Acoustic, but lacked a culture, brand equity and a cohesive product offering. With only a few months to maximize the pedigree of IBM Watson Marketing, the clock was ticking.

    This was the challenge for Norman Guadagno, Acoustic’s first chief marketing officer. Guadagno, facing a “build the plane while flying it” scenario, luckily started on the same day as the chief human resources officer—giving the pair the opportunity to craft a culture together. This partnership allowed marketing to impact the entire organization, helping Guadagno deliver on Acoustic’s new promise, “Marketing technology reimagined.”

    Acoustic CMO discusses how an employee ambassador program helped spread the new mission, vision and values.

    Read the full Q&A on Ad Age: How an IBM Spinoff Preserved Culture and Brand Equity on the Fly

    Listen to the Episode: Spinning a New B2B Brand Out of IBM

  • November 04, 2020 1:42 PM | Anonymous member (Administrator)

    After successive years of double-digit growth, Centro, a digital advertising software company, expected more of the same in 2020. Marketers and their agencies were spending heavily through the Chicago-based company’s digital buying platform and relied on company employees to help execute their buys. The partnerships were fueled by a near-weekly parade of face-to-face industry events.

    When COVID hit, the events, travel and entertainment industries stopped spending overnight. Like so many others, Centro’s Chief Marketing Officer Katie Risch was forced to regroup.

    Centro's CMO discusses the messaging, products and webinars that supported clients working from home.

    Read the full Q&A on Ad Age: How Customers Helped a Digital Software Company Navigate the Pandemic

    Listen to the Episode: B2B Marketing to the Rescue

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