213: Marketing a Complete B2B Transformation

Shifting an entire B2B organization from a traditional to a cloud-based selling motion is no walk in the park. Throw in a global pandemic and a sweeping digital transformation, and you’ve got yourself a real marketing challenge. CMO James Whitemore and his team at NetApp were up to the task, ripping up their marketing playbook and transforming business from the inside out.

James tells all in this episode of Renegade Thinkers Unite, sharing how the company has shifted to a real-time marketing approach that enables sales teams to close quickly, as well as how it revamped its messaging with humor and grit to engage and entertain a new audience of potential users. With NetApp’s 180% plus YoY growth in cloud services, 5-day sales cycles, and messaging campaigns that have significantly increased click-through-rates, this is an episode you won’t want to miss.