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

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Tune in every Tuesday for bite-sized CMO wisdom from CMO Huddlers.

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The top podcast for B2B CMOs & other marketing-obsessed individuals.

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

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  • July 16, 2021 1:25 PM | Anonymous member (Administrator)

    Listen Here | From Renegade Thinkers Unite, Episode 249: B2B Brand Consolidation Done Right

    It takes special care to brew a post-acquisition stew. B2B brands need to determine how to properly blend the newly acquired brand into the established mix without jeopardizing the integrity of the branded house, and without losing the equity and loyal customer base of its sub-brand.

    In today’s episode, CMOs Grant Johnson of EmburseKevin Ruane of Precisely, and Joshua Leatherman of Service Express share how they’ve successfully consolidated newly acquired brands, reflecting on best practices and mistakes made around the B2B world as companies work to build branded house empires. Tune in for a ton of great tips for B2B brand consolidation, from how to measure the value of an acquired brand to how to protect SEO equity in the process.

    For full show notes and transcripts, visit https://renegade.com/podcasts/

  • July 09, 2021 11:31 AM | Anonymous member (Administrator)

    Listen Here | From Renegade Thinkers Unite, Episode 248: Climbing from B2B Startup to B2B Scaleup

    Transitioning from startup to scaleup sure does come with its growing pains. Marketing teams are stretched as they recruit for new and necessary functions, systemize demand gen efforts, and update their brand story in the market. Add in a global pandemic, a team spread across nine time zones, and a competitive labor market and you’ve got yourself an immense challenge.

    For Bynder CMO Andrew Hally, this is not his first rodeo. Bringing in lessons learned from scaling up at Allego, Andrew shares how his team adapted to advance the brand’s growth phase in style. This is a fascinating episode about the marketing strategy behind two different scaleups, as well as why leading starts with listening and how to optimize intent signals in your category. Don’t miss it!

    For full show notes and transcripts, visit https://renegade.com/podcasts/

  • July 02, 2021 8:07 AM | Anonymous member (Administrator)

    Listen Here | From Renegade Thinkers Unite, Episode 247: Sweetening Honeywell's Brand Promise

    You’ve no doubt heard of Honeywell, the publicly traded, multinational conglomerate among the Fortune 100 and list of top 100 US federal contractors, with stock in both the Dow and S&P. Around since 1906, Honeywell is a mega brand, bringing in over $32 billion in revenue with a global workforce of over 110,000.

    But what is it that Honeywell does exactly? That was the marketing challenge Joe Toubes encountered when taking on the VP of Global Marketing role in 2019—the market still associated Honeywell with a product it didn’t even sell anymore. Tune in to learn how Toubes and his team revamped the Honeywell brand, solidifying a new message in the market and attracting top talent along the way.

    For full show notes and transcripts, visit https://renegade.com/podcasts/

  • June 25, 2021 1:32 PM | Anonymous member (Administrator)

    Listen Here | From Renegade Thinkers Unite, Episode 246: Keeping Employees Front and Center

    Why should B2B organizations make employee engagement a high priority? According to Forbes, highly engaged teams are 21% more profitable. Employees that feel supported by their companies stay longer, perform better, and are less likely to get burnt out. They become cheerleaders for your brand, attracting other great talent and generating buzz that is nearly impossible to replicate any other way.

    In this episode, CMO Caroline Tien-Spalding of Aptology, CMO Jeff Perkins of ParkMobile, and Tanika Vital-Pringle, the founder of Brand Rebirth, discuss just how to develop employee-first cultures that will be able to withstand tough times, drive empathy, and enable employee loyalty. This profound and practical conversation is undoubtedly a lesson in the power of empathy—don’t miss it!

    For full show notes and transcripts, visit https://renegade.com/podcasts/

  • June 18, 2021 1:37 PM | Anonymous member (Administrator)

    Listen Here | From Renegade Thinkers Unite, Episode 245: Perfecting Marketing Metrics 

    The perfect B2B marketing metrics dashboard doesn’t exist. Well, not in the way that you’d think. Every organization is at a different growth stage, has different opinions in the C-Suite, and has different strategic priorities, so it only makes sense that there’s no one-size-fits-all measurement standard out there. Savvy CMOs know this—and they also know that not everything marketing contributes can be measured—but that doesn’t mean that it shouldn’t be done.

    In this episode, we explore which metrics matter to the CMOs at three B2B organizations: Rebecca Stone of Cisco MerakiChandar Pattabhiram of Coupa, and Katie Risch of Centro. This insightful discussion is about how to demonstrate the value of marketing to the C-Suite, to your organization, and to the world at large. Tune in to learn about the best “brand-quisition” metrics, the state of attribution modeling today, why employer brand metrics are really important (even if no one thinks so), and more.

    For full show notes and transcripts, visit https://renegade.com/podcasts/

  • June 04, 2021 7:29 AM | Anonymous member (Administrator)

    Listen Here | From Renegade Thinkers Unite, Episode 243: Oh FUD, Say Goodbye to Fear-Based B2B Marketing

    FUD, you ever heard of it? No, not Elmer Fudd, the Looney Toon set on hunting that wascally wabbit Bugs. We’re talking about FUD, the acronym for Fear, Uncertainty, and Doubt, a marketing tactic that focuses on the dangers customers face if they don’t adopt a product. In the B2B cybersecurity world, FUD-based marketing is quite popular, and while it’s effective in many cases, the negative approach can have unintended consequences on company culture and brand perception.

    Enter Dan Lowden of HUMANKevin Sellers of Ping Identity, and Armen Najarian of RSA, three B2B CMOs in the cybersecurity world set on throwing FUD out the door and selling instead through values-based marketing. Tune in to this fascinating episode to learn how these brands have found ingenious ways to differentiate themselves in an increasingly competitive market, why B2B brand values are essential to success, and more.

    For full show notes and transcripts, visit https://renegade.com/podcasts/

  • May 28, 2021 7:34 AM | Anonymous member (Administrator)

    Listen Here | From Renegade Thinkers Unite, Episode 242: So You Want to Create a Category?

    Category creation is the ultimate form of B2B brand differentiation. Think Salesforce and CRM, HubSpot and inbound marketing—these top-tier brands are the leaders in their category because they were the champions of it from the very beginning. It takes a lot of work to get there, however, and not all brands are made for category creation.

    This episode features three expert marketing execs who also happen to be veteran category creators—Chip Rodgers of WorkSpanGabi Zijderveld of Affectiva, and Bernd Leger (now at Mimecast). Tune in to learn the ins and outs of category creation, like how to engage with analysts to build credibility, how you know you’re on the right track, and how to manage competitors as a category leader.

    For full show notes and transcripts, visit https://renegade.com/podcasts/

  • May 21, 2021 12:39 PM | Anonymous member (Administrator)

    Marketing as a discipline does not exist in every company. In smaller companies, the absence is often driven by founders who believe that if they make a great product, the market will find them. In larger companies, the reasons are harder to pinpoint but the result is often the same: Marketing is really an order-taking function for sales. How does a newly arrived marketer correct this situation?

    When Johnny Smith, Jr., began as VP of marketing services at Encompass Health in late 2019, those assigned to marketing suffered from low morale and labored to keep up with requests. Taking a methodical approach, Smith transformed the department into one that knew customers, built the brand, drove demand and was unafraid of saying no to sales.

    Marketing VP discusses the 4 principles that brought a divided team together

    Read the full Q&A on Ad Age: How Encompass Health Refocused Marketing to Build the Brand

    Listen to the Episode: One Marketer’s Change Management Playbook

  • May 21, 2021 7:36 AM | Anonymous member (Administrator)

    Listen Here | From Renegade Thinkers Unite, Episode 241: Forrester CMO on Practicing What You Preach

    If you’re a B2B marketer and you’ve never heard of Forrester, you’re probably not a B2B marketer. The world-renowned research and advisory firm has firmly established itself as one of the most influential of its kind, and in this episode, CMO Shirley Macbeth fills us in on how Forrester maintains its high status via ever-evolving brand strategy and dedicated brand activation.

    Having joined Forrester right when the world shut down in March 2020, Shirley dove headfirst into bringing Forrester’s Bold at Work message to life and consolidating the recently acquired SiriusDecisions without losing its loyal customer base. Not only that, Forrester’s marketing team drank its own champagne, using data to increase marketing spend and narrow down its list of key target personas from 20 to 5 (as well as its product set from hundreds to a handful). This is an awesome B2B brand story—check it out!

    For full show notes and transcripts, visit https://renegade.com/podcasts/

  • May 14, 2021 7:36 AM | Anonymous member (Administrator)

    Listen Here | From Renegade Thinkers Unite, Episode 240: Structuring the Ideal B2B Marketing Department

    B2B success starts with carefully considered organizational design. Whether strategically allocating budget and staff across multiple marketing functions or managing a growing MarTech stack, organizational design is no easy task. In this episode, CMOs Kathie Johnson of TalkdeskAnna Griffin of Smartsheet, and Melanie Marcus of Surescripts discuss how they’ve structured their marketing teams for today and tomorrow, aligning to C-Suite expectations and adapting to both predictable and unexpected change.

    Be sure to tune in to learn how the right B2B marketing structure can align Sales and Marketing teams, grow revenue, and transform marketing into an integral part of a B2B brand (and why DE&I should be a priority for building marketing teams). Check it out!

    For full show notes and transcripts, visit https://renegade.com/podcasts/

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