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  • 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 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/

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

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