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

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

Business & Economics Podcasts

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

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

Location:

United States

Description:

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

Twitter:

@DrewNeisser

Language:

English


Episodes

210: Bold, Creative B2B Marketing

10/16/2020
Citing a recent virtual event she attended, CMO Latané Conant of 6sense truly believes that, for marketers, “The more things change, the more things stay the same.” Now, a lot of things have changed: no more physical events, no more sales presentations, no more opportunities to bring clients together or close deals via in-person entertainment. So, what stays the same? In Latané’s opinion, what doesn’t change is the fact that, as always, marketers need to lead the charge with bold, creative...

Duration:00:44:36

209: Spinning a New B2B Brand Out of IBM

10/9/2020
Imagine a globally recognized brand (say, IBM Watson Marketing) decides to spin out and gets packaged up and purchased by private equity. Imagine said brand not only has big name recognition, but also a handful of acquisitioned companies with some seriously loyal customers. So, you’re a brand-new company with 1,000+ employees, 3,500+ customers in 21 countries, and 5 major products; you need to build an infrastructure, culture, and brand from scratch. Top that all off with a worldwide...

Duration:00:48:37

208: Building a Marketing-Driven B2B Organization

10/2/2020
“So, a brand walks into a bar…What drink does it order?” And no, it’s not the start of a joke, instead, it’s a question that CMO Paz Macdonald asks when thinking about brand. When she joined Software AG in 2019, it was clear that the 50-year-old enterprise software company’s brand needed a massive overhaul—they had a great reputation but poor brand awareness. It was time to stop being the brand that would order a still water at the bar, and instead order a sensible, inviting cocktail with...

Duration:00:40:14

207: How B2B CMOs Can Prepare for 2021

9/25/2020
The challenges of 2020 have set the stage for big changes in 2021 (and beyond). For optimistic marketers, this means that 2020 is the fertilizer for a beautiful 2021, but it’s going to take a progressive, agile, and strategic mindset to reap the rewards. To discuss upcoming changes in the way that buyers buy and sellers sell in the context of marketing, Brent Adamson, distinguished VP at Gartner, joins Drew for his fourth episode of Renegade Thinkers Unite. Joined by a live audience, Brent...

Duration:00:58:20

206: B2B Marketing to the Rescue

9/18/2020
Businesses need marketing now more than ever if they want to drive top-line growth. Why? Because marketers know how to do more with less. Despite budget cuts and the shift to virtual-only communications, marketers still know how to motivate employees, generate quality leads for sales teams, and gather customer feedback to influence product. As Drew says, “Marketing to the rescue. This is your moment.” Enter CMO Katie Risch of Centro, a global software provider for digital advertisers that...

Duration:00:37:17

205: Rebranding Without Losing Your Past

9/11/2020
2020 was going to be the year of the brand refresh for the data and analytics company, Information Builders. CMO Carol McNerney came on board in January to help bridge the gap between the company’s 45-year history and its desired future, and despite all of the challenges this year, they’ve successfully rolled out an ambitious (and fascinatingly unique) rebrand. In over 200 episodes, this is the first rebrand with a logo where the old name (Information Builders) is embedded into the new one...

Duration:00:42:00

204: Creating Your Own B2B Category

9/4/2020
It’s not easy to create your own category. It takes vision, it takes competition, and it requires the analysts’ blessings. But, if done right, category creation can differentiate your business in a big way. B2B brands that establish a new category often become the household names of said category—visionary thought leaders who are tuned into ever-evolving customer needs. CMO Scott Brazina joins us in this episode to discuss how he’s helped create not just one, but two categories during his...

Duration:00:36:27

203: Abundant Generosity Begets Abundant B2B Sales

8/28/2020
At the beginning of 2020, Pluralsight decided it was going to give away all of its online tech courses for an entire month. The education company knew that this might negatively affect revenue, but that was a risk worth taking. After all, unemployment numbers were soaring and non-essential workers had to stay at home—this was an ideal time to learn some new skills and level up. Pluralsight’s offering came to be known as #FreeApril, and so far it’s yielded remarkable results. 1.1 million...

Duration:00:43:42

202: The Ins and Outs of B2B Demand Generation

8/21/2020
In case you haven’t heard, it’s time to rev up your demand generation tactics. With budgets cut and in-person lead nurturing opportunities out of the picture, it’s up to marketers to put the pedal to the metal and show their CEOs and CFOs the return of marketing investment in hard dollars i.e. closed sales from marketing-generated leads. In this episode, we’re joined by Kevin Fliess, a veteran CMO in SaaS and enterprise software who knows a thing or two about how to build an enduring demand...

Duration:00:38:39

201: One CMO’s System for Aligning Sales and Marketing

8/14/2020
With 25 years in the tech industry, Conversica CMO Rashmi Vittal knows a thing or two about sales and marketing alignment. She knows that it’s about “company-wide enablement” as opposed to “sales enablement.” She knows the value of a simplified product message. And she knows the common excuse, “Well, I gave leads to sales and they just didn’t do anything with them,” just won’t cut it. In this week’s episode, Drew and Rashmi discuss her nine-square “Alignment Between Sales and Marketing”...

Duration:00:40:11

200: The Original Renegade Marketer: Dr. Benjamin Franklin

8/7/2020
If you could go back in time and meet one historical figure, who would it be? For Drew, the answer is obvious: Dr. Benjamin Franklin. This should come as no surprise to anyone who knows Drew. As a proud Franklin nut, he considers the man who sold a revolution to a king to be America’s first-ever marketer. That’s why it was a no-brainer when we discovered a special “time travel” button on Zoom—we just had to give Dr. Franklin a call. For Renegade Thinker’s Unite’s 200th episode, Drew travels...

Duration:00:49:40

199: Today’s Resilience is Tomorrow’s Excellence

7/31/2020
What does B2B excellence look like in a downturn? When faced with this question, the software company Coupa quickly adopted a story of resilience. The decision to change its messaging allowed Coupa to change buying committee perspectives on its offering—if the prospect’s goal was to preserve capital and mitigate risk in the long-run, Coupa had the solution to get there. Coupa’s strategy has proven effective, and the company’s skyrocketing stock is proof. In this week’s densely packed...

Duration:00:44:09

198: The Art of the Strategic Shortcut

7/24/2020
While California went into shelter-in-place in early March, Talend CMO Lauren Vaccarello read an article about a popular bubble tea franchise laying off 400 workers in less than two weeks. With a self-prescribed “healthy sense of paranoia and a very strong desire to grow the business,” Lauren jumped into action. She knew that, if the company wanted to survive the long road ahead, they needed to ditch everything they were working on and start fresh, and they needed to do it fast. Talend’s...

Duration:00:35:49

197: Rethinking Your Brand Promise…In a Hurry

7/17/2020
Right around mid-March 2020, every brand, B2B or B2C, had to take a cold hard look at their brand promise and consider its relevance. Was the brand promise that seemed so right in the go-go months before the pandemic suddenly tone deaf? For Jakki Geiger, CMO of Reltio, a Silicon Valley-based data management platform, the answer to that question was “yes.” Practically overnight, the idea of “winning” seemed out of step with their customers, many of whom were focused more on surviving and less...

Duration:00:36:29

196: Raising the Bar with Virtual Events

7/10/2020
If you’re looking for an example of a high-quality virtual event, you’ve got to check out Skillsoft’s Perspectives 2020. Drew did, and he was absolutely blown away by the online summit. In fact, it was so engaging that he just had to interview their CMO, Michelle Boockoff-Bajdek (Michelle BB for short) to learn more about the work that went on behind the scenes to create a global experience that rivals pre-COVID physical events. In this episode, Michelle generously shares the details behind...

Duration:00:47:46

195: Generating Demand with Content Marketing

7/3/2020
With physical events and direct sales canceled, the idea of filling the pipeline with valuable leads may seem daunting. However, many CMOs see this challenge as an opportunity to prove that it can be done digitally, and it’s become glaringly apparent that when it comes to B2B demand generation, content marketing is king. One such CMO, Richard Jones of Cheetah Digital, has made quality, valuable content his top priority. Why? Because he knows that a well-oiled content engine will not only...

Duration:00:42:52

194: Collaborating Creatively in the Zoom Economy

6/26/2020
“Zoom, Zoom, Zoom” may seem like the title of a children’s song, but for many of us, it’s the reality of the workday—a string of Zoom meetings that take up the brunt of one’s time. And while virtual meetings have been a great way to stay connected to colleagues and hold brainstorming sessions, they can be a real hindrance to productivity. It’s important for CMOs and other leaders to help their teams Zoom smarter, not harder. In this week’s episode of Renegade Thinkers Unite, Smartsheet CMO...

Duration:00:38:39

193: How National Instruments Became NI

6/19/2020
A rebrand is not a campaign, it’s a new direction. That’s why NI (previously known as National Instruments) brought on their first-ever CMO, Carla Piñeyro Sublett—they wanted someone to guide them through the brand refresh process, to shake up their foundation and challenge their entire business strategy for the better. Knowing that this would be a bold undertaking, Piñeyro Sublett and her team, with full C-Suite support, worked from the outside-in. Then, with the help of an outside...

Duration:00:36:19

192: Decoding Your Company’s True Brand Purpose

6/12/2020
Brands must be handled with care. They are emotional, enduring, and convey everything a business stands for, so it behooves CMOs to ensure that their company’s brand purpose and the messaging around it are not tone-deaf, but accessible—so accessible that they become a rallying cry for employees and customers alike and speak to any challenge that may come your way. Now, how can you achieve this? At Renegade, we suggest finding a common story and articulating it in six words or less, which is...

Duration:00:35:47

191: B2B Values to Solve Any Marketing Challenge

6/5/2020
When do company values matter? Just ask today’s guest Peter Finter, the SVP and CMO at Couchbase: “It's when you have to make a hard decision, that's when values matter.” Speaking with conviction, Peter knows what it takes to prepare a business to take on any challenge. This conviction was made clear in Couchbase’s nearly seamless response to the COVID pandemic and how it took care of employees, customers, and prospects. In this week’s interview, Peter shares the six unique values of the...

Duration:00:45:49