Renegade Marketers Unite

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 WorkSpan, Gabi 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/

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/

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 Talkdesk, Anna 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/

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. To find the transcripts of all episodes, suggest future guests, or learn more about quite possibly the best B2B marketing agency in New York City, visit https://renegade.com/​

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 Intacct, Lynne 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/ 

How is a CMO to roll out a new brand, purpose, and business strategy all at the same time? As Accenture’s CMO Amy Fuller says, “Instead of focusing on speed to the answer, focus on inclusion of the process.” This episode with Amy dots all the i's and crosses all the t's as she walks us through why Accenture decided to rebrand, how they developed their purpose, and how they’ve brought it to life and redefined their business strategy. With a wealth of insights into the true value of a dedicated brand development strategy, this is a lesson in one CMO’s dedication to develop an everlasting purpose for ever-changing business needs—don’t miss it! For full show notes and transcripts, visit https://renegade.com/podcasts/

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/

When CMO Heidi Bullock joined Tealium in 2019, her mandate was to grow the company from great to greater. Tealium already had a solid standing in the customer data management space when she arrived, having reached over $100 million in ARR with no plans of slowing down. Heidi dove in immediately, directly reaching out to customers and partners to figure out how to level up the brand. Tune in to hear Heidi spill the tea on how Tealium simplified its brand story, infused it into the organization, and brought it to market with a flourish. This episode is a remarkable lesson in B2B brand strategy—you don’t want to miss it! For full show notes and transcripts, visit https://renegade.com/podcasts/

Like any good magician, a great marketer never reveals their secrets. The best marketing is so good that it wows its target audience on the stage, but when that audience is a group of marketers, things become a lot trickier. It’s like pulling a rabbit out of a hat at a magician’s convention—your fellow marketers already know all the tricks of the trade, so they are that much harder to impress. In this episode, we spoke with three master CMOs of marketing to marketers: Norman Guadagno of Acoustic, Jamie Gilpin of Sprout Social, and Eric Eden of Postclick. In this insightful conversation, they share all kinds of tricks of the trade, from strategies to really engage the marketing community to how much MarTech is too much. Check it out! For full show notes and transcripts, visit https://renegade.com/podcasts/

When Johnny Smith Jr. joined Encompass Health as VP of Marketing, he was tasked with a tall order—to create a strong, growth-oriented marketing department. The change management job would involve a complete rebuild, but luckily for Encompass Health, Johnny’s strategic approach to marketing transformation and diplomatic leadership helped them align the organization in 12 months. Tune in to hear Johnny’s in-depth, step-by-step guide to building a marketing organization. From establishing guiding principles to aligning newly organized across strategic priorities, Johnny is a master in change management. Check it out! For full show notes and transcripts, visit https://renegade.com/podcasts/