It’s time to restructure your B2B organization. To trim down your MarTech stack. To reconsider which metrics matter. These are things that this episode’s guests are all in agreement on, and taking it one step further, they also believe that the CMO is the one for the job. Tune in to hear from two of the three CMO to CRO authors, Brandi Starr and Rolly Keenan (COO and CRO of Tegrita, respectively), as we compare the future-thinking recommendations put forth in their book with those in Drew’s new book, Renegade Marketing. To keep everyone honest, CMO Peter Finter of CyberGRX brings a bevy of real-world experience and insights to the table. Don’t miss it! For full show notes and transcripts, visit https://renegade.com/podcasts/

Renegade Thinkers Unite: #2 Podcast for CMOs & B2B Marketers

262: The B2B CMO of the Future?

Of the B2B brands that became essential post-COVID, ABM Industries sweeps up. Literally. No, this isn’t a show about Account-Based Marketing per se; it’s about a facility services company that stepped up during a time of need to ensure that employees, customers, and customers’ customers were safe. Tune in to this fascinating interview with ABM CMO Cary Bainbridge, where she shares how the company relied on the experts and adapted in real-time to help customers through a time of need. This is a lesson in pivoting under pressure, with great insights for marketers into co-branding, developing essential services, and more. For full show notes and transcripts, visit https://renegade.com/podcasts/

261: How to Serve Your B2B Customers When They Need You

Wait, wait, wait… Renegade MARKETERS Unite? You heard that right. After 259 episodes, we’re re-establishing a little bit more loudly and clearly what this podcast really is—a hub for renegade marketers. This is a podcast that records and celebrates fascinating stories from visionary B2B CMOs, a very specific brand of renegade thinkers in the B2B world. The name change falls right in line with Drew’s new book Renegade Marketing: 12 Steps to Building Unbeatable B2B Brands out Oct 5th, compiling insights gleaned from 450+ CMO interviews, research studies of 200+ CMOs, and years of torture testing the prescribed strategies. In this episode, Drew the host asks Drew the author some hard-ball questions about the book, like why you should read it and what you can learn from this valuable marketing resource. Don’t miss it! For full show notes and transcripts, visit https://renegade.com/podcasts/

260: Renegade Marketers…Unite!

Ahh, work from home. A concept that became a hashtag overnight as the pandemic shut down offices around the world, relegating entire teams to Zoom squares. Zoom squares that moved away from the area, that enjoyed skipping a long commute, and that were able to maintain high levels of productivity despite the limitations. Zoom squares that nevertheless missed the creative spark that comes from in-person meetings. Now that things are opening up again, B2B businesses face a new challenge: figuring out what exactly their new policies will be when it comes to in-office versus remote work. In this episode, Khalid El Khatib of Stack Overflow, Ellina Shinnick of HUB International, and Mike Brannan of Centric Consulting share how their respective companies have adapted, offering heaps of insights into how to maintain a strong work culture, how to effectively communicate with hybrid teams, and what it means to be a good leader during these ever-changing times. Don’t miss it! For full show notes and transcripts, visit https://renegade.com/podcasts/

259: B2B Leadership in a Hybrid World

Ah, RFPs. Short for Requests for Proposal. Long for time-to-value. They’re the bane of many a B2B business’ procurement processes, frustratingly time consuming and full of friction in a fast-moving world. But they don’t have to be that way, not according to VP Global Marketing Angela Earl and the team at RFPIO.   They aren’t here to tell you that the RFP process as it stands today isn’t full of pain; instead, the RFP response SaaS brand is here to tell you there’s another way. Tune in to hear how RFPIO is drinking its own champagne to both simplify and build confidence in a notoriously frustrating category, enabling sales teams in such a way that the RFPIO marketing team effectively delivers a whopping 90% of pipeline (“pipeline” being fully vetted Sales Qualified Opportunities, that is). Check it out! For full show notes and transcripts, visit https://renegade.com/podcasts/

258: Boosting B2B Brand Confidence

If you build it, will they come? Not necessarily, especially not if all coverage and conversation about your brand is negative. Case in point—three years ago, D-Wave Systems had a 30 percent negative brand sentiment in the market, and the brand’s team of quantum physicists all turned to marketing to save the day.  In this episode, learn how CMO Jennifer Houston faced challenge head on without dwelling on the negative, developing instead a powerful new brand promise to highlight D-Wave’s practical quantum computing capabilities. Effectively decreasing the brand’s negative sentiment from 30 percent to less than 3, this is a remarkable story about the power of B2B branding—don’t miss it! For full show notes and transcripts, visit https://renegade.com/podcasts/

257: B2B Branding IS Rocket Science

No budget, no problem! Said no one ever. Except, maybe, the savvy CMO who’s got the magic touch when it comes to making something out of nothing. As Gartner’s CMO Spend survey showed marketing budgets being slashed across all industries in 2021, marketers are being asked to do more with less—and while that’s absolutely a challenge, CMOs are stepping up to prove how important marketing is.  Today’s show features three CMO guests at start-ups, two of which had virtually no marketing staff when they came onboard. Tune in to hear a bevy of practical insights into how to stretch a small budget in big ways from Chi-Chi Liang of Alloy, JD Dillon of Tigo Energy, and Luanne Tierney, who had just left her role at Betterworks. For full show notes and transcripts, visit https://renegade.com/podcasts/

256: B2B Branding on a Budget

Low-code development platforms like Airtable are interested in turning software users into software creators, something growingly more important in a world of rapid digital transformation. That’s just one of the reasons why Archana Agrawal was excited to join Airtable as CMO in March 2020—she saw the innate benefit of, in her words, “taking the power that was previously left in the hands of software developers and bringing it to the rest of the world.” With a background in computer science and a rich marketing career, Archana was perfectly primed to help Airtable amplify its product to the world via data-driven marketing. In this episode, learn how Archana helped to build out a marketing function to match the scale of the company, growing the team from 4 to 45, partnering with sales and product teams, and working to improve time-to-value for customers. Check it out! For full show notes and transcripts, visit https://renegade.com/podcasts/

255: Building a B2B Marketing Behemoth

“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 Scientific, Jakki 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/

254: Transforming B2B Customers into Raving Fans

After months of planning, Duck Creek Technologies had all of its ducks in a row for its flagship customer event, Formation, set to launch in April 2020. You might guess where this story is going—Duck Creek had to cancel the event and look for a virtual solution, one that wouldn’t let all its content go to waste and one that would be as powerful as most in-person events are for so many B2B brands.  In this episode, Senior Director, Global Marketing Lauren St. Amand shares how the insurance software company changed its course and developed vFormation, a digital engagement platform that was so much more than a virtual event. It was a solution to a world that would quickly become inundated with digital fatigue, a perfect lead-gen opportunity for Duck Creek partners, and, surprisingly, a way to reach more customers and prospects (and employees!) than ever before. This story is incredible—don’t miss it! For full show notes and transcripts, visit https://renegade.com/podcasts/

253: B2B Brand Takes Off with Virtual Ducks Aligned

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 Appian, Michael Welts of Wasabi, and Melissa Sargeant of Litmus. For full show notes and transcripts, visit https://renegade.com/podcasts/

252: B2B Partnership Marketing for the Win!

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/

251: Being a Groundbreaking B2B CMO

We haven’t had a Drew-on-Drew episode in a while, so buckle in for a meta-conversation between Question-Drew and Answer-Drew for episode 250! That’s right, Renegade Thinkers Unite has reached episode two-five-zero, and with so many interviews over the years, Drew has tracked the challenges that B2B CMOs have faced as well as the solutions they’ve implemented to lead their organizations to greatness.    Pulling together these insights as well as those gleaned from Renegade Thinkers Live discussions and the confidential conversations at CMO Huddles, Drew reflects on three core issues that B2B CMOs are facing these days. Tune in to learn how CMOs are working to recruit and retain top talent, lead hybrid workforces, and preparing to meet their CEO’s growth expectations for 2022. For full show notes and transcripts, visit https://renegade.com/podcasts/

250: Top 3 Challenges for B2B CMOs in 2022

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 Emburse, Kevin 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/

249: B2B Brand Consolidation Done Right

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/

248: Climbing From B2B Startup to B2B Scaleup

Renegade Thinkers Unite focuses on marketing innovators, uncovering the how, what and why behind their on-going success. Award-winning marketer, author and entrepreneur Drew Neisser keeps these conversations interesting and inspiring, wrapping up each episode with on the spot analysis and insights for big marketers and those that want to be. For more information visit http://DrewNeisser.com/podcast

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Renegade Thinkers Unite: #2 Podcast for CMOs & B2B Marketers

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