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

Ad Age

  • April 01, 2020 11:35 AM | Anonymous member (Administrator)

    Kathie Johnson was only a few months into her role as Talkdesk’s CMO when the COVID-19 pandemic struck. Before the crisis, Talkdesk was enjoying growth in a traditional industry, providing cloud-based software for contact centers—rooms filled with customer service representatives answering questions over the phone and via chat. Before the pandemic, more than 3 million people in the U.S. worked on location providing customer service. Now they had to do it from home.

    There was no playbook for something of this magnitude, which Johnson knew was a challenge for Talkdesk, whose cloud-based solution could help. Convening a SWAT team from product development, operations and marketing, it took the company just days to develop a product that would help customers and other contact centers to continue operating.

    CMO Kathie Johnson discusses how Talkdesk enabled clients and other companies to stay connected to customers on Ad Age. 

    Read the full Q&A on Ad Age: Cloud-Based Software Helped Call Centers Remain Open—from Home

    Listen to the Episode: How Talkdesk Led the “Business Continuity” Curve

  • March 27, 2020 1:12 PM | Anonymous member (Administrator)

    Listen Here | From Renegade Thinkers Unite, Episode 181: Collaboration in a #WFH World

    Stack Overflow, an online Q&A community for developers, has a clear #WFH advantage—they’ve operated with a largely remote workforce for over a decade, and they’ve done it well, simultaneously growing their business and earning a spot on numerous Best Developer Website lists. That’s why, in response to COVID-19, they’ve made it their top priority to share their #WFH best practices and anticipate the challenges that more traditionally in-office businesses may be facing.

    On this week’s episode of Renegade Thinkers Unite, we’re joined by Khalid El Khatib, Stack Overflow’s VP of Marketing, to discuss the things companies can do to not just keep their teams connected, but to continue collaborating and innovating as they work from their new home. Tune in to hear his well-informed take on virtual socializing, the future of events, and the wealth of resources and tools available as we navigate a virtual world.

    For full show notes and transcripts, visit

  • March 25, 2020 11:41 AM | Anonymous member (Administrator)

    As offices around the world go remote, employees are familiarizing themselves with the basics, including setting up a home office and maintaining a routine. Organizations with little experience working remotely face a steep learning curve to continue business as usual.

    At Stack Overflow—a question-and-answer site for programmers—40 percent of the work was already conducted remotely before the company went fully remote on March 9. Khalid El Khatib, VP of Marketing, discusses how he and his team are leveraging their knowledge and extending their Q&A-style tools to create a database with best practices about working remotely.

    Question-and-answer site for programmers shares best practices on working from home, including tools to stay connected on Ad Age. 

    Read the full Q&A on Ad Age: Stack Overflow Lends Its Expertise to the #Wfh Movement

    Listen to the Episode: Collaboration in a #WFH World

  • March 13, 2020 11:10 AM | Anonymous member (Administrator)

    Listen Here | From Renegade Thinkers Unite, Episode 179: CMO Mathematics with Service Express

    Joshua Leatherman has been CMO at Service Express for 9 years now—during that tenure, revenue has grown from 30 million to 130 million, marketing efforts now contribute a whopping 70% of qualified leads in their sales pipeline, and their NPS score is currently at 90. Behind these impressive numbers is a lot of hard work, gaining executive buy-in, inspiring staff with an employee-first organizational purpose, and building a customer experience that drives satisfaction and referrals.

    Leatherman is an expert on the metrics that matter, both the impressive ones listed above, and the ones that you look at behind the scenes to get there. It’s not about the number of meetings, it’s about the number of quality meetings; not the number of prospects, but the strategy behind how prospects are brought in and engaged. In this episode, you’ll get an up-close look at CMO math as Leatherman discusses how they calculate ROI and the essential steps to building a revenue-generating marketing engine. For more on measuring metrics that matter, check out chapter 10 of our B2B Brand Strategy Guide.

    For full show notes and transcripts, visit

  • March 06, 2020 1:25 PM | Anonymous member (Administrator)

    Listen Here | From Renegade Thinkers Unite, Episode 178: Why Dell Boomi is Booming

    According to a Gartner Report, Dell Boomi leads the way as an innovative strategic partner for its clients in the Enterprise iPaaS category, with over 8,000 customers and a churn rate below 3%. That’s the biggest compliment you can get, especially if you’re a company with a large service component. What role did marketing play in developing these relationships and garnering this reputation? Drew sits down on this week’s episode with Mandy Dhaliwal, Dell Boomi’s CMO and certified sommelier, to discuss how she kept Boomi’s marketing initiatives grounded in company strategy in order to modernize engagement across the board.

    When she joined in 2018, Mandy hit the ground running: she developed a company purpose within a six-week period (during a holiday, no less!), presented the positioning at the annual sales kickoff, and oversaw a complete rebrand with a clearer customer focus than ever before. This week’s Renegade Thinkers Unite is packed with remarkable insights. Check it out! Additionally, for a closer look at building a company purpose like Dell Boomi’s, take a look at chapter 3 of Renegade's guide to effective B2B brand strategy.

    For full show notes and transcripts, visit

  • March 04, 2020 11:44 AM | Anonymous member (Administrator)

    In his 20s, Simon Schaffer-Goldman had no plans to join the family business; he was too busy sheep-farming in New Zealand. Yet he would eventually become chief marketing officer at Case Paper, the company his grandfather founded, and would shepherd the 76-year-old organization through a successful rebrand featuring a modified logo, a fresh personality and a new purpose.

    How did he do it? Schaffer-Goldman focused on the strongest pillars of the brand’s rich history: irreverent humor and a commitment to customers. Adopting the purpose-driven tagline, “On the Case,” Schaffer-Goldman made sure that humor was part of every form of company communication, from its website to email signatures, from trade show booths to print ads. Schaffer-Goldman also established the “On the Case” awards to inspire Case Paper’s more than 400 employees to continuously exceed customer expectations.

    Empowering employees, says Case Paper's CMO, helps company to exceed consumer expectations on Ad Age. 

    Read the full Q&A on Ad Age: Paper Company Stamped Rebrand with Humor, Commitment to Customers

    Listen to the Episode: How Paper Company Rebrand Cuts Through the Noise

  • February 28, 2020 10:42 AM | Anonymous member (Administrator)

    Listen Here | From Renegade Thinkers Unite, Episode 177: A CMO's Guide to Cultivating Customer Champions

    How important are your customers to your business? This one should be a no-brainer—the relationships you build with your customers are vital to success. Leaders that actively focus on customer engagement and satisfaction are able to nurture a customer-base that will champion your product on your behalf and help push innovation. With a wealth of experience under his belt, Chip Rodgers, CMO of WorkSpan, knows the quantifiable value of cultivating customer champions and is here to tell us how he nurtured these relationships from WorkSpan’s early startup days to now.

    Chip puts a special emphasis on building and retaining trust, and shared a perfect Bill McDermott quote on the subject: “Trust is earned in drops and lost in buckets.” For more gems like this, listen in to this week’s Renegade Thinkers Unite and learn about how cultivating customer champions can boost your business value, shape your product, and bring in new prospects. Plus, for additional material on the subject, take a look at the aptly named 8th chapter of our guide to effective B2B brand strategy, “Cultivate Customer Champions.”

    For full show notes and transcripts, visit

  • February 12, 2020 1:14 PM | Anonymous member (Administrator)

    Listen Here | From Renegade Thinkers Unite, Episode 176: Keep Calm and Acquisition On

    It’s tough enough to build a company’s marketing engine from the ground up, but Isabelle Papoulias, CMO of Mediafly, successfully navigated through not just one, but two acquisitions within a six-month period. What did she learn? Not all acquisitions are created equal: it was two weeks before their second acquisition announcement when Isabelle, in conversation with her CEO, realized they had an opportunity to completely pivot their brand messaging for the better and decided to scrap their original plan. While this would be considered risky to most, the decision ultimately elevated Mediafly to a new level within the sales enablement category.

    Join us on this week’s episode of Renegade Thinkers Unite to hear all about Isabelle’s experience during these back-to-back acquisitions, how their campaign brought both expected and unexpected successes, and why ABM goes beyond marketing to give a company a surround-sound approach to targeting valuable prospects. If you’re looking for additional materials on polishing a brand—which can be helpful in scenarios like Isabelle’s—take a look at our comprehensive guide to effective B2B brand strategy!

    For full show notes and transcripts, visit

  • February 07, 2020 12:43 PM | Anonymous member (Administrator)

    Listen Here | From Renegade Thinkers Unite, Episode 174: Finding Your Brand's North Star

    Sometimes, the big ideas sort of just happen. That said, some magical brand moment isn’t going to just appear without some planning or effort—but sometimes, some small bit of genuine authenticity can grow into a brand pearl. That’s part of what happened with White Ops, and on this episode, Dan Lowden, CMO, discusses how.

    White Ops is fueled by their purpose-driven mission to disrupt the illicit economy built by cybercriminals; that mission has caught fire and stands as a sterling example of why purpose is a must. Tune in to hear about how they formed their mission, how they show it to the world, why they shun the hard sell, and how an overarching purpose came from a simple t-shirt that just read “human.” 

    For full show notes and transcripts, visit

  • November 01, 2019 1:16 PM | Anonymous member (Administrator)

    Listen Here | From Renegade Thinkers Unite, Episode 160: When's the Right Time to Rebrand?

    “When the time is right, you’ll know.” It feels like an almost trope-ish answer to many of life’s questions, or like the vague wisdom from a mentor in a karate movie. Unfortunately, the utility of that phrase really doesn’t extend to executing a rebrand. So, how did Acquia know it was time to rebrand?

    Acquia, an enterprise software company, just topped $200 million in revenue, and has achieved 57% growth in the past three years. Clearly, they’ve been doing some things right, and can feel good about their recent decision to rebrand. So, how did CMO Lynne Capozzi know the timing was right? Well, it took a quite a bit of marketing know-how, a need to stand out in the market, and a desire to really emphasize the company’s purpose: to help people “experience digital freedom.”

    Tune in to this week’s episode to hear more about Lynne’s extensive marketing background, their approach to a successful rebrand, the importance of getting internal buy-in, and more.

    For full show notes and transcripts, visit

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