Renegade Marketers Unite

The executive job search is all about taking a consultative approach. For CMOs, it’s about using interviews to truly understand the pain points of an organization and to measure their values against your own. It’s about setting expectations so that, once hired, the CMO be able to deliver both quick wins and big wins that have a lasting impact. And now, Post-COVID, it’s also about doing all of those things virtually. This episode comes from a livestream we recorded in January 2021 with three guests who bring different perspectives to the CMO job search. Patti Newcomer-Small had just been hired as CMO at FMG Suite, Sara Larsen was in transition at the time (now she’s CMO of Wolters Kluwer Health), and Brandon Palmer of Discover Podium coaches CMOs looking for their next gig. Tune in to hear how the job hunt has changed post-COVID as well as an abundance of useful tips for the search and that first 90 days as a virtual leader. For full show notes and transcripts, visit https://renegade.com/podcasts/ 

Joan Jett may not care too much about her bad reputation, but for B2B CMOs, it’s a totally different story. Marketing executives know the incredible business value of a strong brand and, like this show’s guest Rebecca Biestman of Reputation says, “Brand building and reputation building takes years and a lot of tiny acts.” In this week’s show, Rebecca joins Drew to discuss Reputation’s recent brand refresh. The reputation management brand has not only shed its “.com,” it’s also established its new purpose-packed tagline and completely rebuilt its website. Tune in to hear some key learnings, like how Reputation built a brand and a demand gen engine simultaneously, why branding work is an integral part of corporate strategy, and how Reputation’s prescriptive scoring system can help brands thrive. For full show notes and transcripts, visit https://renegade.com/podcasts/ 

The events of the past year have been nothing short of disruptive. Life as we know it has changed, and while we (as individuals, as marketers, and as brands) are all looking forward to things going “back to normal,” things aren’t going to look quite the same as we remember. But that’s not a bad thing—B2B marketers have proved over and over again that they are agile, resilient, and a true asset in the B2B world.  In this special 230th episode, Drew explores the new normal for B2B marketers. Wielding the wisdom of hundreds of CMO interviews and countless insights gleaned in CMO Huddles, Drew covers how marketers have faced the challenges of 2020 head-on. Tune in to learn what an effective B2B marketing strategy looks like today, and how B2B marketers are changing the world for the better.   For full show notes and transcripts, visit https://renegade.com/podcasts/ 

Since CMO Ran Avrahamy joined AppsFlyer in 2013, the SaaS mobile marketing company has grown from 12 employees to over 1,000, from a small tech startup to a worldwide brand. So, how exactly did AppsFlyer launch to such heights, and how did it adapt as it grew? Tune in to hear all about AppsFlyer’s zero budget, guerilla marketing in the early days, and how its “Be Everywhere” mantra drove the company’s growth. Ran also discusses how AppsFlyer has been helping all of its customers—whether they’re in the travel industry or the cloud—through post-COVID challenges, as well as why B2B marketing has to (yes, has to) start with employees. For full show notes and transcripts, visit https://renegade.com/podcasts/ 

Prior to the pandemic, 40% of Sendoso’s program spend went to physical events that brought in a significant number of leads and got prospects to close. Such a reliable source of revenue for the brand suddenly became redundant in March, and as customers scrambled to figure out how to adapt, the pipeline froze in April. Luckily, Sendoso had a strong foundation, with a fully scalable marketing program and a robust marketing team. The sending platform immediately shifted its focus to providing educational content to customers and adapting its marketing strategy to new buying behaviors. In this episode, CMO Dan Frohnen shares how Sendoso rebuilt its pipeline post-pandemic, transforming its product into a must-have via meaningful virtual events, powerful partnerships, and a special, Sendoso-style take on direct mail marketing. Check it out!  For full show notes and transcripts, visit https://renegade.com/podcasts/ 

In-person events have always been gold for B2B brands. Accounting for 10-50% of B2B marketing budgets in 2019, B2B marketers relied on physical events as a massive revenue source, effectively filling the funnel with leads, closing deals, and extending customer contracts. This was not to be so in 2020. We all know the story—as marketers everywhere had to pivot to digital, events and event planning went virtual. Lift and shift was not going to work. Not only did B2B marketing teams face unanticipated technical challenges and a sea of new virtual platforms, they also had to figure out how they could actually engage attendees and nurture leads in a world of Zoom fatigue. This episode comes from a recent livestream, where CMO Mandy Dhaliwal (Dell Boomi), CMO Paige O’Neill (Sitecore), and CEO David Fischette (Go West Creative Group) shared everything about their virtual event experiences in 2020, both the good and the bad. Tune in for common challenges, creative solutions, and predictions for the future of B2B virtual events. Who knows, they may be here to stay. What You’ll Learn in This Episode How to increase virtual event engagement Common technical issues & fail-safes for virtual events The future of B2B events Time-Stamped Highlights [0:00] Cold Open — This is Renegade Thinkers Live [1:13] Adjusting to the New Virtual Reality [4:25] How Sitecore Pivoted to Virtual Events [9:56] How Dell Boomi Pivoted to Virtual Events [14:46] Transitioning from Stage Presenter to TV Presenter [18:04] How to Mitigate Technical Issues [24:53] Common Technical Issues for Virtual Events [30:18] What Virtual Event Planners Can Learn from Broadcast Television [32:42] How to Nurture Virtual Events Leads [37:42] Tech Features Can that Increase Engagement [43:00] Should Content Lean Towards Authenticity or Slick? [44:45] What’s Better, Live or Pre-recorded Video? [47:19] The Future of Physical and Virtual Events [52:49] How to Ensure Virtual Events Kick A** in 2021 For full show notes and transcript, click here.

If you have a product that would really help customers adapt to the world of remote work, how do you sell it to them while being mindful of budget cuts, layoffs, and a global downturn? Take a page from HackerRank’s book. The B2B tech company’s remote interview solution was just what their primary personas needed, and CMO Jennifer Stagnaro knew that the product needed to be endorsed with empathy and generosity. In this episode, Jennifer shares how HackerRank transformed the remote interview experience for the better, reaching out with useful, timely content and offering free solutions to customers and prospects in a time of need. These were the seeds that led to the best Q3 in the company’s history. Tune in to hear how they did it, as well as how HackerRank is aiming to diversify the tech space one interview at a time.

Unless they were deemed an essential service, most B2B brands had to pivot their marketing strategy in 2020 to make themselves relevant in a world of digital transformation, lockdowns, and quarantine orders. This was especially challenging for brands that depended on in-person events—from the travel industry to the hotel industry to the restaurant industry, things were going to be tough. In this episode, Drew talks with CMO Dhanusha Sivajee of The Knot Worldwide (TKWW), a B2B2C brand that faced a unique challenge—TKWW’s network of over 300,000 vendors were about to lose their livelihoods as engaged couples updated their “Save the Dates” to “Change the Dates.” TKWW rose up to the challenge, quickly establishing a Paycheck Protection Program (PPP) program for its B2B customers and compiling a comprehensive content library of best practices for the trials ahead.  Not only does Dhanusha share how the brand created meaningful content for its customers in a time of need, she also discusses how it established itself as a thought leader and helped its vendors redefine the wedding experience. Tune in for a fascinating episode that exemplifies the value of putting customer care first, especially for B2B brands that are committed to finding truly creative, renegade solutions. 

What do a premium content strategy and conversational AI have to do with driving revenue? Perhaps unsurprisingly, quite a lot! Content raises awareness and nurtures leads, and after the human handoff, Sales teams can use AI tools to assist them to close. In this episode, ringDNA CMO William Tyree shares a behind-the-scenes look at the AI-powered sales enablement platform’s remarkable content strategy, starting with the acquisition of Andy Paul’s Sales Enablement podcast. He also discusses why businesses shouldn’t be afraid of conversational AI tools—they aren’t here to replace Sales, they’re here to augment and assist them. Check it out!

There are 50 honorees listed in TopRank’s 2020 installment of Influential Women in B2B Marketing Who Rocked, and in addition of these amazing leaders, we at Renegade know that there are countless others worth celebrating for their contributions to marketing in the B2B world.     This episode comes from our recent livestream show on the subject, featuring LogRhythm CMO Cindy Zhou, Skillsoft CMO Michelle Boockoff-Bajdek, and Charlene Li, the founder of Altimeter, author of The Disruption Mindset, and one of the women on TopRank’s aforementioned list. Tune in to hear these inspiring leaders and role models share all about what it means to be a woman in the C-Suite, what progress still needs to be made, and how we can all work together to get there.