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A panel of Huddlers discuss the hottest B2B marketing topics, live!

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

Ad Age

  • October 30, 2020 1:21 PM | Anonymous member (Administrator)

    Listen Here | From Renegade Thinkers Unite, Episode 212: Making B2B Marketing More Social

    As a multi-disciplined, multi-functional channel, social deserves a seat at every B2B brand’s strategic table. A robust social strategy does more than just drive brand awareness, it also can also generate leads, attract talent, and build a strong employee culture with far-reaching effects. Don’t take just our word for it though—this week’s guest is Jamie Gilpin, the CMO of leading social media management platform Sprout Social, and she’s here to discuss all things, well, social.

    From why the C-Suite needs to be on social to why you need more than just a “Twintern” to manage your social channels, this episode is chock full of insights about common B2B social media mistakes and specific B2B social media success. Jamie not only shares how social plays an important role in Sprout Social’s marketing mix, she also addresses how social listening has informed successful marketing motions and driven revenue. Check it out!

    For full show notes and transcripts, visit

  • October 23, 2020 9:22 AM | Anonymous member (Administrator)

    Listen Here | From Renegade Thinkers Unite, Episode 211: B2B Partnerships That Matter

    Like many B2B companies, K2 Software has really zeroed in on what makes its low-code process automation platform mission-critical for its customers. Unlike many B2B companies, K2 had already started shifting its strategy and messaging in 2019, months before the far-reaching effects of COVID were on anybody’s radar. In the scramble to prove that its product or service is essential during a downturn, K2 was ahead of the game.

    In this episode of Renegade Thinkers Unite, K2 CMO Carlos Carvajal shares how the company’s recent brand transformation and various internal and customer partnerships have helped them navigate the challenges of 2020 and transform automation for the better. Be sure to tune in to hear about the success of K2’s virtual event, the launch of a new sub-brand, how K2 celebrates customer success, and more.

    For full show notes and transcripts, visit

  • October 09, 2020 10:36 AM | Anonymous member (Administrator)

    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

  • September 30, 2020 1:53 PM | Anonymous member (Administrator)

    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.

    Conversica CMO discusses how an alignment grid keeps the departments' partnership on track.

    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

  • September 18, 2020 9:26 AM | Anonymous member (Administrator)

    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

  • September 17, 2020 10:42 AM | Anonymous member (Administrator)

    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.

    CMO discusses how Coupa sees the downturn as an opportunity to position companies for future success. 

    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

  • September 08, 2020 10:45 AM | Anonymous member (Administrator)

    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.

    Why White Ops avoids buzzwords, technical jargon and the hard sell. 

    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

  • August 26, 2020 10:49 AM | Anonymous member (Administrator)

    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.

    Service Express CMO discusses why marketing contributes 70 percent of the new customer pipeline. 

    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

  • August 19, 2020 10:57 AM | Anonymous member (Administrator)

    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.

    Reltio's CMO discusses the pivot to a new marketing message to reach businesses in survival mode.

    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

  • August 14, 2020 9:09 AM | Anonymous member (Administrator)

    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

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