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

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  • 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 https://renegade.com/podcasts/

  • 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 https://renegade.com/podcasts/

  • 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 https://renegade.com/podcasts/

  • 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 https://renegade.com/podcasts/

  • 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 (Amplify.ai), 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 https://renegade.com/podcasts/

  • 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 https://renegade.com/podcasts/

  • 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

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