CMO Huddles

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  • August 20, 2021 5:35 AM | Anonymous member (Administrator)

    Listen Here | From Renegade Thinkers Unite, Episode 254: Transforming B2B Customers into Raving Fans

    “When the going gets tough, the tough hug their customers.” That’s the theme that emerged early on in CMO Huddles, and the going at that point in April 2020 surely was tough. As the world shut down, customer retention became a top priority for many B2B brands, with astounding results—customer success strategy revealed itself to be a key growth strategy.

    Customer-centric marketing does not only increase the likelihood of cross-sell and upsell opportunities, it also cultivates a healthy set of customer champions who are more than happy to refer prospects (and what’s more convincing to buy than a glowing customer review?). In today’s episode, CMOs Marshall Poindexter of OpenEye ScientificJakki Geiger (formerly of Reltio), and Simon Schaffer-Goldman of Case Paper cover the ins and outs of building and maintaining great customer relationships—don’t miss it!

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

  • August 06, 2021 5:51 AM | Anonymous member (Administrator)

    Listen Here | From Renegade Thinkers Unite, Episode 251: B2B Partnership Marketing for the Win! 

    If there’s no partnership experience (PX) function in your organization yet, it’s high time you made one. As this episode’s all-star CMO guests can avow, a well-built and well-maintained partner ecosystem can do a lot for any B2B brand. Not only can it accelerate brand awareness and trust in the market, but a well-run partner marketing program can also directly and exponentially impact both pipeline and revenue.

    In this episode, learn why partnership marketing needs to be taken seriously, with real-world examples to prove it and a slew of incredible insights into both growing and sustaining a powerful partner program from CMOs Denise Vu Broady of AppianMichael Welts of Wasabi, and Melissa Sargeant of Litmus.

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

  • July 30, 2021 10:50 AM | Anonymous member (Administrator)

    Listen Here | From Renegade Thinkers Unite, Episode 252: Being a Groundbreaking CMO

    No two CMO playbooks are the same, but in all of them, agility is a prereq for success. The best CMOs are able to recognize the unique challenges of their organizations in the context of their growth stage and brand identity (or lack thereof), then develop the foundation for marketing-led, organization-wide success.

    CMO Celia Fleischaker is an expert in the custom build, with previous stints at Epicor and PROS and now taking on a new challenge at Verint, a $1.3 billion company that recently completed a massive spin-off of its cybersecurity services, cementing itself as a pure-play customer engagement brand. Tune in to learn how Celia moved from her past experience for her current one, adapting along the way as needed to deliver a resonant Verint message to inspire employees and customers alike.

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


  • 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/

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

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