News

  • 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 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/

  • May 07, 2021 11:26 AM | Anonymous member (Administrator)

    Listen Here | From Renegade Thinkers Unite, Episode 239: B2B Brand Transformation in 3 Acts

    Powerful narratives tend to follow a 3-act story structure: the setup, the confrontation, and the resolution. Act One is about establishing characters and their challenges in the world they live in; Act Two is about the actions they take in response to said challenges; and Act Three brings the story to a climax, effectively giving characters a new sense of who they are.

    In this fascinating episode, CMO Paul Stoddart lays out the 3-act story behind Epicor’s recent brand development. Tune in to learn how Epicor identified where it was lacking, discovered a new purpose that aligned its brand strategy to its business strategy, and brought its new promise to life through its employees and customers, effectively transforming the organization from the inside out.

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

  • April 30, 2021 7:38 AM | Anonymous member (Administrator)

    Listen Here | From Renegade Thinkers Unite, Episode 238: The B2B Vertical Marketing Playbook

    Artful marketers don’t just chuck paint at the wall and hope people notice, they come with a full set of brushes and an eye for detail. It’s this focus that can lead to some really effective, targeted marketing campaigns, and in this episode, we’ll be exploring the medium called “Vertical Marketing.”

    There’s a lot to sift through when it comes to building a robust B2B vertical marketing program, but Ian Howells of Sage IntacctLynne Capozzi of Acquia, and Mika Yamamoto of F5 are great guides. Tune in to hear how they apply vertical marketing in the real world, where they’ve noticed mistakes, and why vertical marketing is here to stay.

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

  • April 16, 2021 11:21 AM | Anonymous member (Administrator)

    Listen Here | From Renegade Thinkers Unite, Episode 236: Balancing Brand and Demand

    Which came first, brand or demand? It’s an age-old question in the B2B world, especially for B2B CMOs who understand the delicate balance between growing a powerful, lasting brand and a demand gen engine that delivers results. Enter CFA Institute, a leading association of investment professionals with a global reach and a strong brand identity.

    In this episode, CMO Michael Collins shares exactly how CFA balances brand and demand while managing a robust MarTech stack, adjusting strategy where needed, and tracking key metrics to maintain a healthy data-oriented alignment with the C-Suite. Tune in to hear what has worked, what hasn’t, and how CFA has driven growth within its close-knit community of Chartered Financial Analysts.

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

  • April 09, 2021 11:25 AM | Anonymous member (Administrator)

    Listen Here | From Renegade Thinkers Unite, Episode 235: Brewing a Simple Brand Story with Tealium

    When CMO Heidi Bullock joined Tealium in 2019, her mandate was to grow the company from great to greater. Tealium already had a solid standing in the customer data management space when she arrived, having reached over $100 million in ARR with no plans of slowing down.

    Heidi dove in immediately, directly reaching out to customers and partners to figure out how to level up the brand. Tune in to hear Heidi spill the tea on how Tealium simplified its brand story, infused it into the organization, and brought it to market with a flourish. This episode is a remarkable lesson in B2B brand strategy—you don’t want to miss it!

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

  • April 02, 2021 7:40 AM | Anonymous member (Administrator)

    Listen Here | From Renegade Thinkers Unite, Episode 234: B2B Marketers Marketing to Marketers

    Like any good magician, a great marketer never reveals their secrets. The best marketing is so good that it wows its target audience on the stage, but when that audience is a group of marketers, things become a lot trickier. It’s like pulling a rabbit out of a hat at a magician’s convention—your fellow marketers already know all the tricks of the trade, so they are that much harder to impress.

    In this episode, we spoke with three master CMOs of marketing to marketers: Norman Guadagno of AcousticJamie Gilpin of Sprout Social, and Eric Eden of Postclick. In this insightful conversation, they share all kinds of tricks of the trade, from strategies to really engage the marketing community to how much MarTech is too much. Check it out!

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

  • 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/

CMO Huddles is a DBA of Renegade, LLC. 1397 2nd Ave #177, New York, NY 10021

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