Renegade Marketers Unite

If you took every tech company logo and stacked them by color, here's what you'd see: some red, some shades of black, grey, and white, some green. But all those stacks would be in the shadow of one color: blue. Samsung, Facebook, Lenovo, PayPal, hp, Dell—the list of blue logos goes on and on. So what did Morgan Norman, CMO of Copper (née ProsperWorks)? He went pink. With a dash of creative and a spritz of data analysis, Morgan went bold and rebranded in a major way. But—a rebrand isn't just a name and a color. The new mentality has to fill up every nook and cranny of the company, employees need to buy in, users need to be kept informed. On this episode of Renegade Thinkers Unite, Drew Neisser talks with Morgan Norman about the keys to a full rebrand, some common hurdles, and more about B2B marketing. Join in to hear lots of inspirational conversation and more on this company name change! Subscribe on Apple Podcasts- Stitcher - or Podsearch What You’ll Learn Why a company name change? Before its company name change, Copper was a very successful business. It was not looking for a different name to boost sales or to pull itself out of a slump. However, there were still various reasons to change its name. ProsperWorks was a hard name for people to remember. It was even harder for people to say. Prior to its name change, it was in 110 countries, and the name ProsperWorks was hard to translate. Studies were also showing that customers were consistently misspelling its name. All of these reasons culminated in a desire to explore new company names. Just a coat of paint, or a complete overhaul? When ProsperWorks changed its company name to Copper, it did not just change its name - it changed its entire brand. Morgan explains that every bit of product was overhauled, from customer interactions and existing content, to its brand and the company’s roadmap of where it wanted to go. He said that with the new name, the brand changed to revolve around relationships. How Copper used a relaunch to generate interest in its brand Copper used its relaunch to help generate interest in its brand in several different ways: They launched a new advertising campaign: CRM Minus the Bad Stuff. Their ads were enough to make the public curious enough to finish the story by finding out more information on the product. Copper utilized billboard ads. They ran 2 at a time in San Francisco near the airport. This captured the audience of people flying in. They also put a human face to CRM. They produced massive amounts of content about the company and its new name. The name change was surrounded by information on the company. Timeline [2:30] Who is Morgan Norman? [5:52] Why ProsperWorks changed its name to Copper [7:31] Which came first: the name change or the URL [12:24] Why the name Copper instead of Copper CRM [15:43] Why Copper chose pink in branding [17:46] A complete overhaul: from name to product [21:34] Internal involvement before a name change [27:25] The launch of Copper’s new name [30:18] How to use a relaunch to generate interest in your brand [35:22] Top lessons from name changing [38:47] Key metrics that matter in marketing Connect With Guest: Morgan’s Bio on Copper’s Website Connect with Morgan on LinkedIn Follow Morgan on Twitter Resources & People Mentioned Book: Subscribed by Tien Tzuo Campaign: CRM, Minus the Bad Stuff Connect with Drew http://renegade.com/ On LinkedIn On Twitter On Facebook On Instagram

Shakespeare once wrote, "To thine own self, be true." In that spirit, RTU host Drew Neisser did something a little out of the ordinary. Now, some people might consider talking to yourself for 30+ minutes to be a little crazy, but not Drew Neisser. In one of the most unusual Renegade Thinkers Unite episodes to date, Drew interviews none other than himself. On this episode, the dynamic duo of Drew and Drew continually push the conversation to exciting territories. The discussion touches on key insights Drew has learned over the course of his 300 CMO interviews, the challenges 2019 will bring for marketers, and more. Don't miss it! You don’t want to miss all of Drew’s insights on this idea! Subscribe on Apple Podcasts- Stitcher- or Podsearch What You’ll Learn Employees are a key part of marketing You need to have dedicated employees on board with your brand and with your product. Employees purchasing what you’re selling as a marketer is highly linked to the success of a product. If they are behind the product enough to purchase it, they are likely to understand and promote it. If the employees buy the brand story, they can be tremendous advocates. They can share their real experiences and use social proof to spread the word about your brand in a cost-effective way. Especially in a downturn, employees buying in with a brand and sharing content is key. It’s free media, and you can’t live without it. How to prepare your B2B marketing plan for the recession Drew shares that it is vital to prepare a B2B marketing plan for the recession. Great marketers will shine during the recession, but weaker marketers will not survive. A smart marketer will recognize a good strategy and will work on all communication channels, marketing to employees, customers, and prospects alike. Drew tells the audience to prepare for budget cuts in preparation for the recession. Figure out what part of the budget will drive demand generation, because those dollars spent will yield successful business results. These parts of the budget can be defended, but defending the portion of a budget focussed on building one’s brand on will be at risk. Drew shares that a B2B organization needs to have a brand health tracking study in place beforea recession, so that if a budget cut arises, marketers can still know how their brand is performing." Why you should secure customers before the recession With a recession, all companies will likely experience budget cuts and potential losses. Drew explains that businesses should think about securing customers as the recession draws near. Focus should be put on keeping current customers happy. These current customers will also have problems linked to a recession, so Drew says to be prepared to answer how your specific product or service can help customers grow their business even in an economic downturn. Timeline [1:02] Renegade Rapidfire [12:19] Why talk about the recession now? [15:37] Why employees are vital in marketing [17:51] What smart marketers will prepare for with a recession in mind [24:28] What marketers can do in an economic downturn to make them different [28:42] Other CMO’s opinions on what should be 2019’s focus Resources & People Mentioned Book: Robert McKee’s Storynomics Connect with Drew http://renegade.com/ On LinkedIn On Twitter On Facebook On Instagram

What do we talk about when we talk about a CMO’s to-do list? Usually, items are along the lines of “align sales and marketing” or “ensure proper metrics are being examined.” And, yes, those are usually, in conjunction with other things, crucial to making your marketing machine fire on all cylinders. However, if you add tasks like “Dress as Korean mega star Psy and open for Bon Jovi” and “Set up online video series centered on food and marketing” to your list, it might start to look a little more like Dux Raymond Sy’s. On this episode of Renegade Thinkers Unite, Drew talks with Dux, CMO of AvePoint, to better understand symbiosis between personal brands and company brands, how social selling and employee advocacy can be crucial, and much more. You won’t want to miss this. Dux’s information will keep you on the edge of your seat! Subscribe on Apple Podcasts- Stitcher- or Podsearch What You’ll Learn Building complementary content helps AvePoint reach a broader market One thing AvePoint does to produce marketing leads is position their company as an industry advisor. As a company, AvePoint builds software based on Microsoft. To become an industry advisor and get leads, Dux shares that AvePoint produces content based around the Microsoft programs his company works with - they do not produce content that competes with Microsoft but instead complements it. All content produced is very use case driven and specific, and it helps AvePoint become a trusted advisor to the public. This also organically boosts SEO by putting content online tied to AvePoint, so AvePoint’s content shows up when Googling “SharePoint” or “Office 365.” Dux mentions that this content is also being published in every language his company services. They are not only reaching an American market but worldwide. How Dux’s personal brand helps grow AvePoint’s brand Dux has a great personal brand. He has opened for Bon Jovi, singing in Vegas at a Microsoft conference. He can also be found in many marketing videos online. Prior to working as the CMO, Dux was a Chief Technology Officer. He is not just a paid actor, but a real-life person who knows what he is talking about. He understands code and the technical side of the products. Dux currently is featured in multiple AvePoint video series that explain product features and uses. By appearing in these videos, he has humanized the content. However, he says that it must be substantial first, not just full of great video edits and snappy sound bites. Getting your employees on board with marketing Dux creates videos for AvePoint to explain products, offer tips, and much more. These videos are shared through social media and regular newsletters to clients. However, AvePoint also has an internal social selling program. It allows employees to join in and help build their own brand as professionals at AvePoint. Dux’s company encourages employees to post AvePoint content on LinkedIn and awards employees whose Social Selling Index on LinkedIn score is the highest. AvePoint has seen that the conversions from employees’ posts are much higher than that of paid ads, and employees do not mind posting these videos because they don’t appear to just be selling a product. Timeline [4:24] Dux’s Renegade Rapid Fire segment [9:53] The key indicator that shows Dux is on the right track [12:00] What to do to get marketing leads [15:33] How Dux got into marketing [18:54] Becoming a trusted industry advisor in a Microsoft ecosystem [22:18] Partnering with Microsoft [26:09] What helps AvePoint cut through the noise of the market [29:22] How Dux’s personal brand helps grow AvePoint’s brand [36:10] Two do’s and one don’t for new CMO’s Connect With Dux Raymond Sy: Dux’s Personal Website Connect with Dux on LinkedIn Follow Dux on Twitter Follow Dux on Facebook Resources & People Mentioned "reDux" series Another in the "reDux" series ChewNChat series Another in the ChewNChat series "Dux Quax" series Connect with Drew http://renegade.com/ On LinkedIn On Twitter On Facebook On Instagram

Growing a community of leaders - an important goal for many companies, but not typically the designated task of a CMO. Diana O’Brien, CMO of Deloitte, however, is not your typical CMO. Diana spends 50% of her time prioritizing building workplace culture and, in turn, the firm’s brand to provide better marketing services to clients. She spearheaded Deloitte University, which provides training to bring employees into the fold on brand alignment, culture, and continuing workplace education for every single Deloitte employee in the United States. Now, she is recognized as one of the World’s Most Influential CMOs by Forbes and is one of Business Insider’s Top 50 Most Innovative CMOs in the World. Diana has been on the cutting edge of marketing, working for Deloitte since the 1980s. From creating a place where leaders can grow and employees thrive, to being the first CMO at Deloitte, she has a lot to share. On this episode, she brings a wealth of knowledge on the importance of creating a workplace culture of leaders, how your business’s brand and culture affects client relations, the necessity of being the voice of the customer at the leadership table, and so much more. Be sure to listen in - Diana has insights you don’t want to miss! Subscribe on Apple Podcasts - Stitcher - or Podsearch What You’ll Learn Key things Deloitte focuses on in developing workplace culture Diana shares that there are sequences followed at Deloitte University that are key to building employee culture. As a company, the art of empathy is massively important. This allows employees to understand differences and help people feel a sense of belonging. It teaches them how to communicate - to listen before you speak. Diana notes this is a foundational attribute as a consulting company. Empathy helps employees communicate better internally. It also vital when interacting with clients. The art of story is also important. Employees are taught how to connect their story or stories to a client as well as the company as a whole. Stories are meant to inspire and spark action. Stories allow employees to connect the personal to why they do what they do. Be sure to listen to this episode of Renegade Thinkers Unite to hear about other key items Deloitte focuses on in its employee culture. How to get from customer insight to real innovation Customer insight is defined as understanding who the customer is and where they are going. As a marketer, you are looking to co-create with the customer and join them in their journey. Typically the act of innovation comes out of Research and Development or a different business unit at Deloitte. Part of the CMO or marketer’s job is to communicate with these units so that they know what to create or where to look. They feed them information on where to look and what to do. Currently, real innovation is hard to find with many firms following market trends. However, Diana says that real innovation comes from the activation of an organization’s purpose. When an organization knows its purpose, it is able to innovate. Their change is based on their passion and purpose, which drives them to use their current skills to create innovation. Make an impact that matters - creating a brand inside and outside company walls Deloitte is committed to “make an impact that matters” - a phrase they have coined as their tagline. Diana mentions in this episode that she spends about 50% of her time on the internal activation of their brand idea. Deloitte chooses to heavily invest in its employees to make sure their brand is not just shown in the marketplace but also is pervasive within its own walls work. By creating a good workplace environment for its employees, it allows employees to focus on customer interactions. So, not only is Deloitte looking to make an impact that matters in the world, but also within its company. Hear more on how they do this in this episode of Renegade Thinkers Unite. Timeline  [0:32] Who is Diana O’Brien? [3:01] Why Deloitte University is the soul of the firm [5:38] What Deloitte University taught Diana [8:25] Face to face still matters in the digital age [8:39] The three arts Deloitte focuses on [18:58] From customer insight to real innovation [25:43] The importance of organizationally elevated marketing [31:13] Why the internal activation of a brand is key [39:49] The 4 “M’s” of marketing Connect With Diana O’Brien: Diana’s bio on Deloitte Connect with Diana on LinkedIn Follow Diana on Twitter Resources & People Mentioned BOOK: Seth Godin’s This is Marketing BOOK: Doris Kearns Goodwin’s Leadership in Turbulent Times Deloitte University Connect with Drew  http://renegade.com/ On LinkedIn On Twitter On Facebook On Instagram

Top 10 Global CMO for companies worth over two hundred and fifty million, top 15 CMO on Twitter by Social Media Marketing Magazine, and top 50 most influential people in sales lead management - just some of the accolades that CMO Brian Kardon has earned over decades of cutting through in marketing. Now, as the CMO of Fuze, a cloud-based communications business, he is continuing to cut through by using his vast knowledge of sales and marketing metrics. On this episode of Renegade Thinkers Unite, you’ll learn how to build a seamless demand gen engine, and how to focus on the metrics the matter. Brian and Drew also discuss how you can understand your clients’ perceptions of your brand, and how AI is going to influence the way people create marketing initiatives. Brian’s insights are ones not to be missed - you’ll walk away with a deeper understanding of marketing metrics and so much more. Click here to listen to the full story. Subscribe on Apple Podcasts - Stitcher - or Podsearch What You’ll Learn How do you know when your marketing is working? Understanding how your marketing is benefiting your business is often the top priority for both CMOs and CEOs. By using the best marketing metrics for your type of business, you can stay focused on those that matter - a avoid becoming distracted by those that don’t. Brian explains the 3 main metrics he always looks for when evaluating the success of marketing efforts: Net new pipeline contributions Total marketing-influenced leads Total number of closed bookings These 3 metrics combine to give you data that’s actually worth examining. Learning what marketing metrics work best for you and your company is a process, but it is 100% worth the investment of time and energy. Handling the micro-marketing metrics is just as important as the big-picture metrics Understanding the value of both micro and macro-marketing metrics will allow you close sales at both ends of your customer spectrum. Whether you’re examining data on a $1 million contract or securing a $12,000 sale, your marketing metrics are invaluable. For example, a micro-metric will allow you to see how much time a visitor is spending on certain segments of your website, while a macro-metric goes into greater depth on what types of content a specific type of client is looking at and downloading. Brian encourages other CMOs to not forget about either one when creating a roadmap for future marketing efforts. Use these 2 metrics to help understand your clients’ perception of your brand There are 2 main questions Brian uses to help him understand his clients’ perceptions of his brand. They are: The net promoter score of the brand’s product(s) The level of customer satisfaction with the sales and marketing process When conducted by third-party companies, these two marketing metrics shed new light on your entire pipeline process and buying experience. For the full explanation behind these metrics, don’t miss this episode of Renegade Thinkers Unite. Timeline [0:30] Here’s why you need to be paying attention to Brian and his team at Fuze [13:37] How do you know when your marketing is working? [27:14] Handling micro-measurements vs. measurements that help close a sale [36:19] Understanding your customer’s perceptions of your brand [39:19] Use THESE metrics when presenting to the CEO and board [42:43] Lifetime value, customer acquisition costs, and customer retention [48:26] Using artificial intelligence in customer acquisition and marketing metrics Connect With Brian: Brian’s bio on Fuze Connect with Brian on LinkedIn Follow Brian on Twitter Resources & People Mentioned ARTICLE: “5 Ways To Know Your Marketing Metrics Don’t Suck” TOOL: Zoom Connect with Drew http://renegade.com/ On LinkedIn On Twitter On Facebook On Instagram

One of the most sought-after goals in current B2B marketing is being able to deliver personalized content to clients in a sales cycle. This elusive skill is one of the foundations of Coveo, a company using machine-based intelligence to help clients deliver personalized content to their markets. On this episode of Renegade Thinkers Unite, Drew talks with Coveo’s CMO, Mark Floisand, about the latest account-based strategies that have allowed them to become experts at personalized marketing. As Mark explains, the company’s tagline “Making Business Personal” serves as the base upon which the rest of their business operates. Mark and his team are proving that it is possible to scale the personalization of content, if you use the right data. While taking advantage of account-based marketing, Coveo’s success has come from strategically utilizing the computing power that allows personalization at large. Mark also shares his insights on how to walk the thin line between helpful and harmful data usage when determining personalization. Learn how to deliver the right content at the right time. Subscribe on Apple Podcasts - Stitcher - or Podsearch   What You’ll Learn Coveo’s account-based marketing strategy allows them to reach more markets than ever before When Mark joined the Coveo team in early 2016, he realized that not every account in Coveo’s market needed (or wanted) an in-depth sales presentation. He began to ask the question, “How do we cost-effectively reach the target audience we know we can differentiate to?” He and his team segmented out which clients needed an individualized interaction, which could be a part of a one-to-few presentation, and which could handle a one-to-many approach. By getting specific in the way they approached clients, Coveo was able to land 1 in 5 meetings and raise over $100 million last year. The full story is on this episode, and it’s one you don’t want to miss. Delivering personalized content CAN happen at scale - here’s how Coveo is delivering on that promise Nearly every B2B marketer understands the importance of delivering personalized content to clients; content that adds value to their purchase journey. But many are wondering if this can happen at scale, across dozens of platforms. Coveo’s team is proving that yes, it is possible! Mark tells Drew that it’s all about “Using as much information as you have access to, to make the best guess at what is going to be most statistically likely to be relevant to each individual.” Coveo’s machine-learning programs take data from website interactions, searches, clicked links, etc. and use it to create personalized content streams that can be delivered to clients when they need it most. They’re taking advantage of the world’s computing power and putting it to use. “Making Business Personal” is much more than a tagline, it’s a way of running the entire company Coveo not only uses the tagline “Making Business Personal,” they use it as a foundation upon which the rest of their business operates. Mark explains that “The more you can position an organization against the real goals that your target customer has, and the personal goals they are trying to solve, the more relevant you become.” The B2B market is no longer satisfied with cookie cutter sales pitches. They expect - and deserve - quality personalized content because they experience it every day as a consumer. Why should their workplace experience be any different? Timeline [1:00] Coveo takes personalization of content in their stride [2:26] Mark’s Renegade Rapid Fire segment [12:57] Coveo raised $100 million last year - here’s how they did it [20:16] The logic behind “Making Business Personal” [22:55] Coveo can personalize content at scale because they leverage THIS technology [29:28] Lessons learned en route to becoming a purpose-driven company [31:44] Walking line between helpful and harmful data usage [36:00] Measuring what’s important to a client over a long sales cycle Connect With Mark: Follow Mark on the Coveo blog Connect with Mark on LinkedIn Follow Mark on Twitter Resources & People Mentioned Ep 100, “Thoughts on Leadership, Accountability, and Building a Network That Spans a Lifetime” TOOL: Slack Connect with Drew http://renegade.com/ On LinkedIn On Twitter On Facebook On Instagram

  A company's brand transformation process should never be taken lightly, especially for a health insurance company that serves the lives of thousands of people across the country. When David Edelman joined Aetna’s team as the CMO two years ago, he knew that a change was needed to reimagine the public perception of health insurance companies. On this episode of Renegade Thinkers Unite, you’ll learn how he and his team successfully transformed the Aetna brand into one that puts the joy and wellness of its clients first and foremost.David shares why a rebranding transformation is not just a marketing thing — it must be an organization-wide effort that translates to tangible changes for customers. Drew and David also dive into how the Aetna marketing team achieved internal company buy-in, and how acting courageously in their market led to a completely reinvented brand rooted in sincere storytelling. Get inspired to let storytelling drive your next marketing move. Subscribe on Apple Podcasts - Stitcher- or Podsearch What You’ll Learn David’s first challenge was figuring out the space in which Aetna could relate with clients When asked about the healthcare industry, most people will associate the market with negative words and emotions. Overcoming this negative association was David’s first challenge as Aetna’s new CMO. He realized that Aetna had to become so much more than a health insurance company. He tells Drew that they needed to become “a partner in our clients’ lives,” while telling each client, “We’re joining you! You lead, we’ll follow.” By opening up this line of honest communication with their clients, Aetna has been able to enter into new spaces of health, wellness, and preventative medicine. Achieving internal buy-in was critical to the success of Aetna’s brand transformation Before Aetna could help their clients reach their wellness goals, David and his team first had to achieve internal buy-in. Previously, each of Aetna’s departments had their own “feel” and culture. They combated this lack of unity by sharing the new brand promise, explaining priority initiatives, and continually asking for employee feedback and insights. They also used a variety of evaluation and measurement tools that allowed them to make the necessary course corrections throughout the brand transformation process. To hear the full story behind how all of this - and more - was achieved in just 6 months, be sure to listen. Reorienting the B2B and B2C sales teams to sell with storytelling in mind Drew and David talk at length in this episode about how Aetna successfully sells in both the B2B and B2C space. Not only does Aetna sell to individuals and families, but they also offer healthcare packages to small businesses and major corporations. David outlines a few major tools his marketing team was able to share with the sales team to make selling the new Aetna brand easier: Arm the sales team with great content Share the new customer experience Use storytelling techniques - don’t just share lists and data Focus on the idea of “One Aetna” The reorienting process hasn’t been simple, but David and his team have handled it beautifully so far. For the full story, don’t miss this episode of Renegade Thinkers Unite. Timeline [0:28] David approached his marketing challenge at Aetna with courage [3:54] The first steps in rebranding the entire company [9:06] Taking action on the research David and his team collected [11:28] Overcoming pushback throughout the rebranding process [13:48] Engaging employees was critical in making the rebranding successful [21:00] The internal structure of the brand transformation at Aetna [26:05] Reorienting the B2B and B2C sales teams to sell with storytelling in mind [36:41] David’s final thoughts on brand transformation and lessons learned during his 2 years at Aetna Connect With David: About Aetna Connect with David on LinkedIn Follow David on Twitter Resources & People Mentioned CMO Moves podcast, “David Edelman On Aetna’s Agile Digital Transformation Of A Complex Ecosystem” Connect with Drew http://renegade.com/ On LinkedIn On Twitter On Facebook On Instagram

Every January, over 180,000 people converge on Las Vegas to place their bets on the coolest and potentially coveted gadgets the world has yet to see. The 2019 CES promises to be “the world's gathering place for all who thrive on the business of consumer technologies.” It’s a can't-miss conference for marketers and business professionals from all industries — even those in the B2B space.On this episode of Renegade Thinkers Unite, Drew talks with Shelly Palmer, CEO of The Palmer Group, about what attendees can expect and look for at the 2019 conference. You’ll hear about why B2B professionals owe it to themselves and their clients to learn what is up-and-coming, as well as why attendance ROIs are so individualized. Be sure to listen to catch Shelly’s expert insights on new sub-conferences at the 2019 CES and how you can make the most out of this major networking experience. Get up to speed on the upcoming 2019 CES - listen now. Subscribe on Apple Podcasts - Stitcher- or Podsearch What You’ll Learn Here’s what you can expect at the 2019 CES Shelly explains that CES has been a proving ground for new technologies for the past 50 years. Not only will attendees catch inside glimpses into brand-new technologies already on the market, but they’ll be able to understand what’s coming in 18, 24, and even 36 months. He says it’s a “unique crystal ball into the future,” and allows you and your team to begin building new technological opportunities into your own business plans. Networking opportunities and big-picture dreaming will be abundant in January Virtually all aspects of modern businesses are influenced by technology. Shelly tells Drew that even giant corporations have individuals on the receiving ends of B2B sales calls, and those individuals use everyday technologies that are featured at CES. That’s why even B2B professionals have countless opportunities to add value to their companies and careers by attending the 2019 CES. Simply reading about CES after the fact won’t give you the full scope. To truly understand the importance of this event, you have to experience it for yourself. No longer just an “electronics show,” Shelly believes that the 2019 CES is truly a “business show.” Drew, Shelly, and hundreds of other industry leaders will be at 2019 CES - will you? “Resiliency” will be a new focus at the 2019 CES, and it’s an area of innovation that deserves your attention One business and marketing trend you need to be aware of is “resiliency,” explained by the Consumer Technology Association (owner and producer of the CES) as the ability to “keep the world healthy, safe, warm, powered, fed and secure, even in the face of adversity.” Innovations that will help restore power and cell service to disaster-riddles areas, for example, will be featured at this sub-conference event. “The Resilience Conference will deliver world-class conference programming, insights, and solutions,” says a recent CTA press release. In order to be informed and responsible global citizens, marketers can’t afford to miss this event. B2B and B2C marketers alike will have dozens of opportunities at the 2019 CES to expand their network, brainstorm with like-minded professionals, and plan for the future. For more information on 2019 CES and to register, visit the conference website. Timeline [0:28] This year’s CES conference is not you can’t afford to miss [7:27] B2B people need to attend the CES event too! [13:34] Here’s what you need to look for specifically at this year’s CES event - and what not to believe [21:44] “Retargeting is evil, but it works beautifully!” [26:14] Shelly transformed his family-owned consulting business into a global entity that does “engineering for engineers” [33:00] “Resilience” will be a new focus at the 2019 CES [32:28] The ROI on CES is very individualized, but 100% worth it Connect With Shelly: CES Conference website Shelly Palmer’s biography Connect with Shelly on LinkedIn Follow Shelly on Twitter Follow Shelly on Facebook Resources & People Mentioned Ep 52, “Preparing for the 2018 CES” Urban Green Council Press release, “Resilience to be New Part of CES 2019” Connect with Drew http://renegade.com/ On LinkedIn On Twitter On Facebook On Instagram

  Gabi Zijderveld is no stranger to pioneering new tech industries. As the CMO of Affectiva, she has helped to create an entirely new category in the tech industry: #EmotionAI. While emotional intelligence is not always fully understood, Gabi and her team at Affectiva have found a way to craft a narrative around emotional AI that the tech world could not ignore. From educational summits to simple handwritten notes to supporters, Gabi has found the keys in paving a new frontier for smart technology. On this episode of Renegade Thinkers Unite, Gabi shares her nonlinear journey to the CMO seat at Affectiva. Her courageous drive to do something that had never been done before led to an innovative breakthrough for emotional intelligence. With the right strategies and priorities, Gabi proves that CMOs don’t have to follow the leader — they can create whole new markets for their product. Subscribe on Apple Podcasts - Stitcher- or Podsearch #1 - Gabi developed terms and marketing language that was easily understood “Emotional AI” is an artificial intelligence that can detect human emotion in the form of non-verbal facial cues, body language, gestures, etc. While it is now a well-known category in the AI space, that hasn’t always been the case. When Affectiva and Gabi were developing the technology, they had to overcome the challenge of not being recognized or understood. They combatted these issues by crafting their messages in common language that everyone could easily understand. Everything from expanding the company’s vision to drafting press releases used language that was engaging, yet not too technical. #2 - The ecosystem of support for emotional AI was critical Developing the emotional AI industry wasn’t done in a silo. The entire Affectiva team had a support system of brand ambassadors, technology advocates, and media contacts that supported the vision and the product. Gabi tells Drew on this episode that collecting creative, innovative, and loyal people was essential to the industry’s developmental success. #3 - Measurement of the new industry’s reach and impact continues to be a top priority Gabi also shares the importance of having concrete measurement and evaluation tools in place while working in a new company with new ideas. This measurement isn’t solely about collecting more leads and sending them down the pipeline - it’s about tracking the overall exposure and awareness of the company and technology. Gabi and her team accomplish this by measuring press activity and coverage, identifying key industry influencers, tracking diversity in live event attendees, and ensuring marketing dollars are allocated appropriately. These 3 keys have been critical to Affectiva’s success, and you can implement these same ideas in your own company. For the full story, be sure to give this episode of Renegade Thinkers Unite your full attention. Timeline [0:28] All about Gabi and how she transitioned from art history to technology [4:14] Having a foundation in marketing isn’t the end-all-be-all factor [7:35] Describing emotional AI in a way people understood was critical [13:57] The “Aha!” moment behind the term “emotion AI” [18:45] Implementing a new technology frontier isn’t always easy [24:40] Here’s how you can get over 40 speakers to come to speak at your event - for free! [28:40] Fostering and personalizing relationships through thoughtful gestures [31:34] Measuring the impact of emotional AI is a top priority at Affectiva [36:46] 2 do’s and 1 don’t for CMOs creating new markets Connect With Gabi: Read about Gabi on the Affectiva website Connect with Gabi on LinkedIn Follow Gabi on Twitter Follow Gabi on Facebook Resources & People Mentioned ARTICLE: “How We Created a New Technology Category—Emotion AI—in 4 Steps” Connect with Drew http://renegade.com/ On LinkedIn On Twitter On Facebook On Instagram

No matter how dramatic or controversial, truly great storytelling in marketing doesn’t just boil down to publicity stunts. Rather, the most impactful storytelling is all about the message a company is trying to convey and how that message originates from its internal values. And in the case of the famous “Fearless Girl” statue that faces down Wall Street’s charging bull, it was the message about fostering a greater diversity in the financial industry that has had a lasting impact. Stephen Tisdalle, CMO of State Street Global Advisors, was on the team that made the “Fearless Girl” statue. And although the installation made headlines all over the world, the campaign also prompted State Street Global Advisors to devote themselves to greater gender diversity in their own leadership and on their own boards. On this episode of Renegade Thinkers Unite, Stephen shares the internal challenges his team faced when developing the idea, the global reaction to the statue, and how this striking piece of storytelling marketing sparked a global-wide conversation about equality in the workforce. Click here to learn all about impactful storytelling in marketing. Subscribe on Apple Podcasts - Stitcher - or Podsearch earch What You’ll Learn Why did a statue of a ‘Fearless Girl’ in front of the ‘Charging Bull’ leave such an impression? The “Charging Bull” statue that lives on Wall Street has been an iconic symbol for decades. On March 7, 2017, SSGA unveiled the “Fearless Girl” statue - a brave young girl that confidently faces the bull. She continues to serve as a symbol for greater diversity on C-suite level boards, and that’s exactly what Stephen and his team were trying to convey. That’s what makes Fearless Girl such a prime example of storytelling marketing - a piece that stands the test of time and represents values that span companies, states, and even nations. You have to back up your storytelling marketing with action Fearless Girl may have remained a simple statue with a brief amount of fanfare if it hadn’t been for SSGA’s actions that backed up the claims she made. SSGA has committed to increasing the level of diversity in their own boards, as well as encouraging their clients to do the same. Stephen explains to Drew that since her installation, SSGA has found that more than 300 companies added a female director, and to-date another 28 plan to follow suit. Fearless Girl also amassed over 6.5 billion social media impressions. However, if a company’s storytelling marketing campaigns are to leave a persisting impact, they must be backed with action. Truly great marketing can flourish when its paired with important values The genius behind Fearless Girl lay in her ability to convey values that should be important to companies of all sizes in all industries. Stephen explains that “authenticity is attractive,” and that people are drawn to marketing campaigns that are aligned with important values. He continues by explaining that companies and leaders need to “do well, do better, by doing good.” Storytelling marketing can be the perfect way to convey those commitments. Timeline [0:30] Stephen explains why State Street wanted to put a fearless girl in front of a charging bull [9:50] Stephen and his team had to overcome internal concerns before moving forward with Fearless Girl [15:29] Great marketing comes when you align with important internal values [21:04] The true value behind Fearless Girl was in the actions taken across the world [26:24] Stephen explains the future of Fearless Girl [31:33] The storytelling process begins with a strong marketing focus [38:48] Fearless Girl and how she has impacted the brand awareness of State Street Global Advisors Connect With Stephen: Stephen’s State Street bio Connect with Stephen on LinkedIn Resources & People Mentioned ARTICLE, “The ‘Fearless Girl’ statue turns 1 today. Here’s what she’s inspired.” TED Talk, “Your body language may shape who you are” Crazy Enough 2 Work series Connect with Drew http://renegade.com/ On LinkedIn On Twitter On Facebook On Instagram