Renegade Marketers Unite

When it comes to building customer loyalty, Dani Cushion believes that the creativity is in the data. In her role as CMO of Cardlytics, she and her team work under the power of “purchase intelligence,” or the ability to know where your customers are buying when they’re not buying from you. As Dani has learned throughout her career as a marketer, it’s all about defining who is loyal and figuring out why. On this episode of Renegade Thinkers Unite, Drew and Dani discuss why defining your existing loyal customers can help you understand where you’re missing profits, as well as why using insights on aggregated data doesn’t mean creative marketing is dead. As Dani admits, “it ain’t sexy,” but working to have a extraordinary customer experience will result in unmatched loyalty. Get to know your customers by following this advice - listen here. Subscribe on Apple Podcasts - Stitcher - or Podsearch What You’ll Learn “Defining your loyals” is step one in the process of building repeat business Dani explains the importance of “defining your loyals” on this episode of Renegade Thinkers Unite. She shares that one of Cardlytics’ clients earned an additional $6 million in sales, simply because they identified and retargeted a segment of their existing repeat customers. By knowing who your potential loyals are and the problem they’re trying to solve, you can tap into a new area of business. Gathering insights from your data doesn’t equal the death of creative marketing Cardlytics’ success is built on their ability to combine purchase data and creative marketing. In order to build customer loyalty, marketing teams need to use both strategies. Just because you’re aware of your customer’s data does not mean you should stop reaching out to them with engaging and creative marketing stories. Drew and Dani both agree that “the creativity is in how you use the data.” 2 do’s and 1 don’t for CMOs looking to build customer loyalty Dani’s top 2 “do’s” for CMOs seeking a greater ability to build brand loyalty are to always look at the broad picture of loyal customers and to listen to what they’re saying. Without an accurate picture of what your customers want and their past buying habits, you won’t make much progress. She also encourages CMOs to never be scared to try something new. The most innovative marketing strategies to build loyalty only began because someone was willing to take a risk - and that someone can be you! Timeline [0:30] Loyalty and customer acquisition are both essential topics on Renegade Thinkers Unite [1:51] Dani’s Renegade Rapid Fire segment [15:54] The importance of building loyalty into your marketing plan [20:00] Digging into the purchase behaviors for your existing customers [25:35] Using analytical insights to understand customer loyalty [33:13] Dani explains Cardlytics’ in-house loyalty program [37:30] 2 do’s and 1 don’t for CMOs looking to expand their customer loyalty knowledge Connect With Dani: Dani’s CMO press release Connect with Dani on LinkedIn Follow Dani on Twitter Resources & People Mentioned BOOK: “Chesapeake: A Novel” BOOK: “How Brands Grow: What Marketers Don't Know” Connect with Drew http://renegade.com/ On LinkedIn On Twitter On Facebook On Instagram

  As the marketer of a software service product, Meagen Eisenberg isn’t just a CMO. She is also a salesperson, which is why her alignment with MongoDB’s sales team proves critical to the company’s rapid success. Through her influential roles at multiple B2C and B2B tech companies, Meagen can attest to the fact that any company, no matter its audience, can create a pattern of collaboration and success in creating a unified buying path. From insights about demand generation, to Martech, to work-life balance, Meagen’s marketing insights apply to CMOs everywhere, whether you’re B2B, B2C, or even B2D. When reflecting on her career, Meagen shares that the alignment of sales and marketing teams has transformed companies that she has worked for, including MongoDB. On this episode, you’ll hear Meagen’s top 5 ways to increase your company’s internal collaboration, as well as discover the engaging marketing strategies MongoDB uses to attract developers. She also explains why the marketing and sales funnel strategy isn’t dead, and how it can be used in innovative new ways. Learn why collaboration is the future of marketing by listening here.        Subscribe on Apple Podcasts - Stitcher - or Podsearch What You’ll Learn Meagen’s top 5 ways to increase your company’s sales and marketing alignment Just like countless other companies, MongoDB has struggled with sales and marketing alignment, as well as collaboration between teams. As a tech company that offers a database as a service, Meagen has learned to overcome the challenges of managing teams made up of employees with varied skill sets. Developers, salespeople, marketers, and more all want MongoDB to succeed, but approach it in different ways. From her years in both engineering and marketing, Meagen has learned how to create the ultimate environment of collaboration. Check out all the details behind her top 5 strategies for alignment on this episode. Understand your sales funnel and how it converts leads into customers Intentionally build all of your systems together Focus on authentic communication Identify the stopgaps in your sales system Invest in your tech stack (but don’t add more tools until you’re ready) MongoDB uses creative and engaging strategies to hook their audience After Meagen and her team built a solid team, together they were able to develop creative marketing strategies. They hook interested followers through live events, energetic brand advocates, and a speedy website that always delivers to their followers. They fill their robust website platform with content that educates and inspires. This content is found in many forms, such as white papers, blogs, thought leadership pieces, product demonstrations, and compelling customer stories. Marketing and sales are about putting the right information in front of the right people at the right time Alignment between your marketing and sales departments doesn’t happen overnight. Meagen and Drew discuss how a business that sells directly to consumers as well as to other businesses can approach their content marketing strategies. For example, when a B2B prospect visits your website, they most likely need to be connected to an account manager and salesperson that can address their specific needs and questions. A B2C prospect, however, is much more likely to explore your website and fill out an inquiry form all on their own - without ever speaking to a salesperson. The key in content marketing and sales is to make it obvious to your followers who you are and what you do, that way you can address their questions before they even think of them. Timeline [0:30] MongoDB is a massive resource for CMOs [2:04] Meagen’s Renegade Rapid Fire segment [12:16] Alignment between sales and marketing is critical - use these strategies to succeed [16:03] Connecting with developers is key [19:16] The sales funnel is not dead in today’s marketing world [21:35] What’s the difference between MongoDB and a datalink system? [23:11] MongoDB hooks their audience through a variety of creative marketing tactics [30:32] Balancing B2B and B2C audiences for your business [39:24] Meagen’s problem-solving thoughts for the challenges facing marketing Connect With Meagen: Meagen’s MongoDB profile Connect with Meagen on LinkedIn Follow Meagen on Twitter Resources & People Mentioned PagerDuty Women 2.0 BOOK: “The Conscious Parent: Transforming Ourselves, Empowering Our Children” Ep 64, “How Looker is Enhancing Marketing Data Analytics Through Organization and Face-to-Face Communication” Ep 91, “Why a Digital Brand Relies on Outdoor for Growth” Connect with Drew http://renegade.com/ On LinkedIn On Twitter On Facebook On Instagram

Far too many marketers believe that “competency creates conversation,” thinking that a word of mouth marketing strategy will simply appear out of thin air. Jay Baer, entrepreneur and author of his new book “Talk Triggers,” joins this episode of Renegade Thinkers Unite to convince you otherwise. Word of mouth marketing is essential to B2B businesses. After all, 91% of all B2B purchases are made because of its influence. Despite this overwhelming need, most B2B companies don’t have a specific word of mouth marketing strategy in place. As Jay shares, it’s all about doing something different in your company’s operations that makes customers chatter -- a “talk trigger”. On this episode, you’ll hear about several successful talk trigger stories, like the ingenious DoubleTree cookies, along with the 4 main criteria any talk trigger needs to meet. Jay also shares his expert advice on following his book’s 6-step process to creating a successful talk trigger. His message on word of mouth marketing says one thing loud and clear: “same is lame”, so don’t just follow what the other guys in the industry are doing. Learn how to get your customers talking in all the right ways.            Subscribe on Apple Podcasts - Stitcher- or Podsearch What You’ll Learn What are talk triggers and why do you need them in your word of mouth marketing strategy? Jay explains talk triggers as, “something that you choose to do differently that creates conversation.” They’re not marketing tactics, they’re operational choices that are designed to specifically generate discussions about your business. It’s the most important part of B2B that no one’s talking about - until now. One of the best examples of a recent talk trigger is UberConference’s “I’m On Hold” song that plays in their virtual waiting room for conference calls. Instead of going with predictable "elevator music,” they had a unique song composed specifically for them that now generates conversations about their service every time users are on hold. Jay shares even more great examples all on this episode. “Same is lame” - follow these 4 criteria to create a great talk trigger Many marketers revert to mimicking successful strategies rather than create their own original ideas. But when your business starts down that path, you’ll be resigned to being second-best, rather than an innovative industry leader. Jay explains that to break out of this pattern and start creating great talk triggers that enhance your word of mouth marketing strategy, your trigger needs to follow these 4 criteria: Remarkable - it needs to be worthy of remarks from people outside of your traditional audience Relevant - it cannot simply be about gathering attention Reasonable - different enough to be remarkable, but not so “out there” that people are wary of the offer Repeatable - a talk trigger isn’t just a one-time stunt Jay’s insider advice for entrepreneurs looking to avoid getting stuck when creating talk triggers On this episode, Jay warns marketers of 2 main “sticky points” to watch out for when developing talk triggers. As tempting as it may be to sit around coming up with fun marketing ideas, the best talk triggers don’t come out of one or two brainstorming sessions. He encourages marketers to consider using a third-party company that can have an objective look at your business while researching what resonates with your audience. He also explains the importance of measuring you talk trigger’s impact. By sending out a survey to your recent customers and followers, you can begin to understand what’s been working and what didn’t. For the full list of questions to consider asking, be sure to listen to this episode. Timeline [0:30] Word of mouth marketing expert, Jay Baer, is Drew’s guest for this episode [7:02] What are talk triggers and why are they important? [8:25] Word of mouth marketing is 100% critical for B2B businesses [12:05] Marketing departments shouldn't be the only ones developing talk triggers [15:51] Same is lame - the 4 criteria to follow to create great talk triggers [26:19] The 5 types of talk triggers [30:48] Take a look at this example of talkable empathy in the B2B space [37:28] Learn from Jay’s 6-step process and work through the “sticky” points by considering these 2 things [45:58] 2 do’s and 1 don’t to follow when creating talk trigger Connect With Jay: Jay’s website Connect with Jay on LinkedIn Follow Jay on Twitter Follow Jay on Facebook Resources & People Mentioned BOOK: “Talk Triggers: The Complete Guide to Creating Customers with Word of Mouth” Uber Conference Call song Download the 6 step guide for creating talk triggers The Lost Kitchen in Maine Jay’s BOOK: “Hug Your Haters” Blue Ocean Strategy Connect with Drew http://renegade.com/ On LinkedIn On Twitter On Facebook On Instagram

  Catherine Davis knows how marketing for non-profits differs from marketing in the for-profit sector — and she succeeds at both. From building her marketing foundation at Leo Burnett and Diageo to her current role as the CMO of Feeding America, Catherine has mastered the ability to distill powerful stories into tangible pieces that entire populations can connect with. Through strategic brand tracking strategies and working to solve an issue that she is passionate about, Catherine is proving that the role of a CMO as a storyteller has never been more important.   As Renegade Thinkers Unite meets its 101st episode milestone, Catherine Davis and Drew sit down to discuss why a career in marketing does not have to be linear to be successful. Catherine also explains how to capture individual stories, overcome challenges in brand awareness, and manage a non-profit CEO’s expectations. In this episode, Catherine will walk you through what it takes to communicate what your organization stands for and how to break down big issues into personal stories. You’ll be inspired to make your marketing matter — catch the full story now. Subscribe on Apple Podcasts - Stitcher- or Podsearch What You’ll Learn Catherine works to capture individual stories - a skill she learned early on in her marketing career Catherine picked up on 2 major lessons that have laid the foundation for her career in marketing for non-profits. The first is to identify and select a marketing strategy. Then, you have to break down that strategy into emotional and logical components that can be woven into stories, statistics, and campaigns. She explains that people find it much harder to dismiss individual stories from real people struggling with hunger. By encouraging people to have conversations about the bigger issues in America, even if they aren’t necessarily “measurable,” Catherine can begin to see how the tides are turning for the hunger problem. Measuring progress in marketing for non-profits - it doesn’t come down to quarterly reports Both Drew and Catherine agree that you can’t begin to measure your non-profit’s success if you don’t use a brand tracking study. Even Feeding America, the 3rd largest non-profit in the United States, couldn’t measure their level of brand awareness without using a study - one that gave them valuable feedback into their brand and messaging. Catherine and her marketing team discovered that across a 2 year period, Feeding America’s level of brand awareness and passion for solving hunger went up from 24% to 51%. Catherine explains that measuring the impact of a campaign often doesn’t occur after just a few months - solving an issue like hunger can take a decade or more for progress to be made. She outlines how to maintain support from your CEO and more on this episode. Key pieces of advice for CMOs in non-profits There are a few key takeaways from this episode that every CMO should hear. Catherine explains that in order for marketing for non-profits to be effective, CMOs need to be 100% clear on who the organization is and what it stands for. Then, you must execute in a way that people understand - avoid academia-type language that isn’t easily understood. Finally, you cannot assume that people believe in the same ideals as you do. By speaking with a single, focused, and passionate voice, you can find success in your marketing efforts. If you visit the Feeding America website and donate now (tag Renegade Thinkers Unite,) the Renegade Team will match up to $250 in gifts from listeners. What a Renegade way to make a difference today in the lives of fellow Americans. #SharingIsCaring Timeline [0:30] Having a foundation in classical marketing strategies allows Catherine to flourish [13:01] Feeding America and its place in the American non-profit industry [17:55] Catherine works to capture individual stories - because people can’t ignore a person’s story of hunger [20:47] Catherine’s proudest marketing moment at Feeding America [24:45] The biggest differences being a CMO for a non-profit vs. for-profit organization [32:38] Bridging the gap between brand awareness and unawareness [35:43] 2 do’s and 1 don’t for CMOs of non-profit organizations Connect With Catherine: About Catherine on the Feeding America website Connect with Catherine on LinkedIn Follow Catherine on Twitter Resources & People Mentioned ARTICLE: “A 7-Step Recipe for Marketing Success” Ep 95, “How Monster’s CMO is Revitalizing the Brand” ARTICLE: “Feeding America's Ice Cream Truck Roadtrip for Hunger Awareness” Connect with Drew http://renegade.com/ On LinkedIn On Twitter On Facebook On Instagram

  Carl Neisser starts every new year with a list of learning goals. Last year, he aimed to master texting with his children and grandchildren. Throughout his lifetime of over 90 years, Drew’s father Carl has collected important lessons about everything from teamwork, to leadership, to continually building a personal network. Above all, he never stops learning and never stops caring about his relationships. On this special 100th episode of the Renegade Thinkers Unite podcast, Drew and his Dad discuss the Neisser family legacy in marketing and business, and chat about why putting people first is the first idea that any Renegade marketer needs to understand. For Carl, listening is important, but retaining that information is even more crucial in becoming the player that your team can rely on. In an inspiring “like father, like son” fashion, Drew and his father will walk you through the steps to becoming a lifelong learner in marketing and beyond. Listen here to celebrate 100 episodes of Renegade thinking. Subscribe on Apple Podcasts - Stitcher- or Podsearch What You’ll Learn Life lessons on how to build a network of relationships across the span of a lifetime Great relationships with people from all walks of life should be an aspiration for people across the world - not just in B2B marketing. How can you begin to build a network of close friends and colleagues? Drew and Carl explain that it starts with simply taking the initiative to connect with them on a regular basis. Carl meets with dozens of people every month and always takes an interest in their businesses, ideas, passions, and families. This deep knowledge people allows him to make meaningful connections among people in his network - adding value to the lives of nearly everyone he meets. Leadership, accountability, and the power of a great team Leadership, while often complex and detailed, really comes down to a few simple strategies. Carl outlines his best advice for leadership all on this episode. For example, Be honest, upfront, and supportive in your communication Hold your team accountable in order to help them grow Remember what people tell you, and make connecting with them a priority Encourage authentic teamwork within your organization Carl also learned how to keep a close eye on his competitors from the great Abraham Lincoln. By understanding the way they think, lead, and act, your organization can be better prepared to compete against them in your industry. You can’t avoid failure, so learning from past mistakes is crucial Everyone has known deep and painful failure, both in their professional and personal lives. The difference lies in whether or not you learn from your mistakes and move past them, or continue to dwell in the past. By approaching every day with Carl’s mindset of “every day is a learning day,” you can start to view mistakes as simply opportunity for growth. He encourages all Renegade marketers to stay humble, stay curious, and never stop learning. Timeline [0:29] Drew’s guest for this episode is his father, Carl Neisser [5:50] Key leadership and teamwork lessons from Abraham Lincoln [10:50] Teamwork is essential in many contexts, from sports to marketing [15:30] Learning how to build and maintain a lifetime’s worth of connections [22:17] The way you connect with people is important [25:22] Treating failure as an opportunity for growth Resources & People Mentioned BOOK: “Traction: Get a Grip on Your Business” BOOK: “Team of Rivals: The Political Genius of Abraham Lincoln” BOOK: “Red Sparrow: A Novel (The Red Sparrow Trilogy)” Entrepreneurial Operating System Connect with Drew http://renegade.com/ On LinkedIn On Twitter On Facebook On Instagram

  Few professionals are as knowledgeable about marketing leadership and the CMO’s role as Greg Welch. A senior partner at Spencer Stuart, one of the world’s foremost leadership consulting firms, Greg helps to connect companies with the right fitting CMOs. He’s witnessed firsthand how, when leadership is done right, a CMO can be his or her team’s biggest cheerleader and source of inspiration. Greg has worked with the leadership of dozens of large corporations, including Walmart, Facebook, and Dunkin’ Donuts. Greg believes that the intangibles of an extraordinary leader can transform a good CMO into a great one, but developing those skills takes work. On this episode of Renegade Thinkers Unite, Drew and Greg discuss what aspiring professionals need to know to be successful in marketing leadership, as well as concrete advice for CMOs striving for that CEO desk. Greg also shares why you should surround yourself with a group of supporters and mentors to develop your personal marketing leadership style. You’ll be inspired by Greg’s advice - be sure to listen here. Subscribe on Apple Podcasts - Stitcher- or Podsearch What You’ll Learn Greg is seeing a new breed of CMOs emerge, and they have these qualities Throughout his 20 years of executive search experience, Greg has discovered that the best marketing leaders possess a few main qualities, including: The ability to understand both the brand and data sides of a business An intense sense of curiosity An ambition to be a great listener Capable of building and maintaining support with others CMOs need to be smart, aggressive individuals. Greg believes they need to have the ability to know the basics behind building quality, sustainable brands, as well as motivate and inspire others. Marketing leadership is all about building and maintaining relationships Greg says, “You can’t manage your marketing team with the door closed.” Meaning, a person in marketing leadership can’t exist as a silo - every leader should rely on their team in order to achieve the greatest amount of success. That’s why stellar leaders intensely focus on building and maintaining strong relationships with others. Mentors, peers, subordinates, and even your competition are all invaluable connections a great CMO needs to invest in. Being authentic, transparent, and honest will go a long way towards fostering strong relationships with those who will help you in life and work. The role of the CMO is always shifting - here’s how to continually succeed Drew and Greg both believe that the role of the CMO in business is never stagnant. The best CMOs are seeking to learn and understand more about the business they’re in - even if they have no desire to end up in the CEO spot. Greg explains that the top priority should be keeping your team satisfied and engaged, no matter what else you may be focusing on in your marketing leadership role. Looking towards the future, Greg predicts that a focus on eCommerce strategies will help you stay on the cutting edge of a career as a CMO. Timeline [0:29] Greg’s Renegade Rapid Fire segment [6:50] It’s a new day in marketing and marketing leadership [12:40] You can’t manage the marketing team with the door closed [23:39] The ever-expanding role of the CMO [33:10] Greg’s take on the ultimate CMO of the future Connect With Greg: About Greg Connect with Greg on LinkedIn Follow Greg on Twitter Resources & People Mentioned Antonio Lucio marketing guru The CMO Club BOOK: “The Old Rules of Marketing are Dead: 6 New Rules to Reinvent Your Brand and Reignite Your Business” BOOK: “Lincoln on Leadership: Executive Strategies for Tough Times” RESEARCH: “Chief Marketing Officer Average Tenure Increases to 44 Months” SPONSOR: Social Media Explorer Connect with Drew http://renegade.com/ On LinkedIn On Twitter On Facebook On Instagram

As a CMO, sometimes nothing seems worse than your business receiving scrutiny on a review site. But don't review site pages with only stellar, positive reviews also seem suspicious? The reality is that even negative reviews serve an absolutely vital role in how authentic and genuine your business comes across to potential customers. Not only can they create a well-rounded story around your brand, but review sites can even be a  major lead generation source. Now that sounds like a strategy that every marketer should take into account! From her experience as GM of Capterra, a leading online review platform, Claire Alexander shares her expertise in everything from lead generation to turning a bad review into a marketing win. Claire drives everything she does at Capterra with the motto, “Do the right thing and the right results will follow.” Throughout this episode, you’ll learn Claire's advice on how you can best engage with your audience on review sites and optimize every dollar of your marketing budget to get the best results. results. Listen here to catch the full story about this new form of word of mouth marketing. Subscribe on Apple Podcasts - Stitcher - or Podsearch What You’ll Learn Why are review websites so important to your business? Everyone knows that word of mouth marketing is the best form of marketing. For modern businesses, this type of marketing can be found digitally through review sites. Buyers are starting their purchase journeys online, and resources such as Capterra allow them to evaluate their needs and compare software programs. Buyers take online reviews very seriously, and the way your company responds to reviews describes a lot about your company’s leadership, culture, customer care, and products. Using review websites as a lead generation strategy can work wonders for your business One avenue for success that many CMOs aren’t aware of is the ability to combine a lead generation strategy with review sites. For example, if a buyer can find a highly-searched for review site on Google, then find your business on the review site, you can use that site’s organic traffic to drive leads to your site. Potential buyers that click through a review site onto your web pages can be captured as buyers with a higher level of buying interest than those who simply stumbled upon your site by accident. Claire’s best advice for handling reviews left on your business, products, and services Review sites can not only serve as a great lead generation strategy, but they can also be a new avenue for connecting with your audience. Drew explains that there are 2 facts in modern marketing: reviews will be given and therefore, you must seek to provide the best customer experience you can. Claire outlines a few key steps to follow when monitoring reviews: Decide which review sites matter to you (consider the ones with the highest volume of traffic) Monitor review (just as you would comments on social platforms) Invite people into the conversation Incorporate review collection into your closing/follow up process Graciously embrace the negative reviews (but closely monitor for incorrect or bot-driven reviews) Claire’s #1 key to success for using review sites as a lead generation tool is to allow and encourage both positive and negative reviews. Having a mix increases your buyer’s trust with your company, and results in higher conversion rates for your products/services. Interacting with customer reviews isn’t always simple and easy, but it is 100% worth it. Timeline [0:30] Claire shares how she became involved at Capterra [9:09] Claire’s biggest challenges as she transitioned from marketing to GM [13:22] Your biggest outcomes come from having great processes [19:54] Why are review sites so important? [26:39] Claire’s best advice for approaching reviews left on your services and products [32:30] Using review sites as a lead generation tool [35:53] The best way to optimize your marketing dollars spent on review sites [47:25] 2 do’s and 1 don’t for review site marketing strategies Connect With Claire: Capterra team webpage Connect with Claire on LinkedIn Follow Capterra on Twitter Like Capterra on Facebook Resources & People Mentioned Ep 91, “Why a Digital Brand Relies on Outdoor for Growth” BOOK: “How Brands Grow: What Marketers Don't Know” Glassdoor review tool Connect with Drew http://renegade.com/ On LinkedIn On Twitter On Facebook On Instagram

With growing demands from the C-Suite, (often) low budgets, and pressure to keep up with today’s current trends, marketers constantly face the challenge of creating authentic content that builds brand awareness and inspires action. Every CMO knows how difficult it can be to recruit brand ambassadors to create compelling content that cuts through. But what if the answer could be found in the co-workers around you? A recent study showed that brand messages posted by employees achieved 561% more reach than posts made by the company itself—resulting in 8 times the engagement for those posts! You’ve probably heard of different employee advocacy programs, but Jeanniey Mullen’s concept of “people marketing,” through her role as CMO at Mercer, is a brilliant concept of building big brand awareness with no media budget at all. There is no formula and no equation to adhere to in order to get the best results. Jeanniey’s philosophy is simple: trust in your people to tell their stories. Mullen has a deep background in advertising, start-ups, and entrepreneurship. Looking back at her career, she credits her renegade spirit to the Davos Squad initiative at Mercer—a content marketing success that created a one-of-a-kind buzz around hundreds of Mercer employees enthusiastically interacting with the brand on social media. On this episode of Renegade Thinkers Unite, Drew and Jeanniey dive into how brand ambassadors can be formed within your own company. Jeanniey also explains her top three takeaways from initiating a “people marketing” program and demonstrates how to overcome any obstacles in your way. Listen here to learn how to market engaging content in completely new ways. Subscribe on Apple Podcasts - Stitcher- or Podsearch What You’ll Learn How can you use people marketing to create brand ambassadors? Simply put, Jeanniey explains that “People marketing is the process of leveraging your company’s people in a way that’s so powerful, it takes your brand to new heights.” The first step in the people marketing strategy is to develop impactful content. Jeanniey created the AIR concept - content that is Authentic, Inspirational, and Relatable - in order to develop better material. Developing that content is only one part of the people marketing journey. You must then make your employees brand ambassadors. These ambassadors then share your content to reach new markets like never before. Overcome the challenge of staying “on voice” by following these guidelines With dozens or even hundreds of new employee brand ambassadors, how can a company stay “on voice” with the message? Jeanniey explains that the answer isn’t found in strict guidelines. If you provide authentic content to people, let them choose what to share and when, and allow their individual personalities to shine through, your people marketing strategy will be effective. If you want a brand ambassador’s post to be authentic, you can’t script their social media. Jeanniey’s 3 key takeaways from successful people marketing campaigns Throughout her time at Mercer, Jeanniey has learned 3 main lessons when handling people marketing campaigns. Here they are. Break the rules! Don’t be afraid to pursue new options. Don’t default to email (there are better, more creative options available) Nobody will pay attention to your content unless it’s really cool People marketing has the power to forever change how you view marketing - be sure to learn from Jeanniey’s career. Timeline [0:29] Jeanniey’s Renegade Rapid Fire segment [13:01] What is people marketing? [21:18] Overcoming the challenge of staying “on voice” in people marketing [25:42] People marketing is not just a single moment in time [31:17] Tackling hurdles while pursuing this marketing strategy [34:04] 3 key takeaways from using people marketing strategies Connect With Jeanniey: Jeanniey’s bio on the Mercer website Connect with Jeanniey on LinkedIn Follow Jeanniey on Twitter Resources & People Mentioned BOOK: “Storynomics: Story-Driven Marketing in the Post-Advertising World” VIDEO: “Peter Beshar Executive Vice President and General Counsel Marsh & McLennan Co. on Cyber Security” Connect with Drew http://renegade.com/ On LinkedIn On Twitter On Facebook On Instagram

The notion of a CMO building or rebuilding a marketing team is not an unfamiliar concept, especially on Renegade Thinkers Unite. Thinking back to the insights provided by Paige O’Neill, hiring a new team can be one of the first major tasks a CMO has to tackle in their first 100 days. When faced with this challenge, CMOs should always focus on designing a team that will align with the strategic goals of the company and that fills the current HR gaps. But one element of the process that is often overlooked is the interview—and more importantly, the interview questions. That’s where Kipp Bodnar comes in. As a wine enthusiast, mechanical watch aficionado, and host of HubSpot’s "The Growth Show," Kipp Bodnar, the CMO of HubSpot, loves learning from the people he interviews and encounters. Kipp’s recent article, “The Ultimate Guide to Marketing Interview Questions From HubSpot's CMO,” made waves in the marketing community, discussing the best questions to ask in a marketing interview. On this episode, Drew turns the tables by asking Kipp to respond to the questions he wrote. Drew and Kipp also explain the best ways to hire for senior-level leadership positions and share how new professionals can prepare for the hiring process. Click here to learn how to add these great insights to your own interviews. Subscribe on Apple Podcasts - Stitcher- or Podsearch What You’ll Learn The best marketing interview questions achieve these goals Hiring top talent starts with asking the right questions. Kipp is an expert in sorting out expert applicants from the general pool, and he suggests CMOs use marketing interview questions that do the following: Encourage open-ended responses Identify if an applicant can problem solve Discover if an applicant can simplify a complex topic and notice great marketing in other brands The best applicants will demonstrate a high level of humility, motivation to learn, and an ability to listen. Getting great answers only comes from great questions. To hear the full list of marketing interview questions, be sure to listen. Follow this advice when considering a senior-level leadership applicant Hiring for a senior-level position is much different than hiring for marketing team members. Kipp shares his process for hiring leaders throughout his conversation with Drew. Kipp explains that during a 2-week hiring process, he will spend 20-30 hours with the applicant in a variety of settings (dinners, presentations, panel interviews, etc.) He says that if you’re going to be working closely with this applicant for the next few years, you must understand the essence of what that person is all about. How can new marketing professionals prepare for an interview? Preparing for an interview doesn’t have to be stressful. Kipp shares 5 main things an applicant can do to prepare for the interview process. Here they are. Become familiar with the company’s products/services Seek out and talk with existing company employees Do content research Understand the culture Come with questions of your own The hiring process is a “unique mix of buying and selling,” as Drew explains. These insights from Kipp on marketing interview questions can help make the process smoother and more effective. Timeline [0:29] Drew explains the format for this episode of Renegade Thinkers Unite [2:51] The fine art of interviewing and hiring for a marketing team [4:00] Use this question to know if your applicant can problem solve [8:28] Use this question to see if the applicant puts the opinion of the customer first [12:14] This question determines if an applicant can pull info from a set of data [17:09] Is this applicant able to understand what good marketing is all about? [21:04] Can this applicant seek out and absorb information on their own? [28:16] Follow this advice for hiring a senior level position [30:20] These traits help people make the senior-level cut [34:24] Follow these tips for preparing for an interview [36:46] The main relationship between marketing and sales [39:20] This one question is what Kipp hopes for in every interview Connect With Kipp: Kipp’s bio on the HubSpot website Connect with Kipp on LinkedIn Follow Kipp on Twitter Resources & People Mentioned PODCAST: “The Growth Show/The Turnaround” PODCAST: “71: Drew Neisser: Marketing’s renegade talks strategy, story, and courage” ARTICLE: “The Ultimate Guide to Marketing Interview Questions From HubSpot's CMO” BOOK: “Competing Against Luck: The Story of Innovation and Customer Choice” BOOK: “The Challenger Customer: Selling to the Hidden Influencer Who Can Multiply Your Results” BOOK: “White Fragility: Why It's So Hard for White People to Talk About Racism” BOOK: “Shoe Dog: A Memoir by the Creator of Nike” BRAND: Walker and Company Follow Tristan Walker on Instagram APP: Flipboard Connect with Drew http://renegade.com/ On LinkedIn On Twitter On Facebook On Instagram

One of the more refreshing trends in marketing is the grand “mea culpa” in which a brand apologizes for past shortcomings and offers a renewed commitment to quality/integrity. Wells Fargo’s recent “re-established in 2018” campaign is one striking example. Another comes from Domino’s a few years back when they admitted their pizza was poor and relaunched with a better tasting product. This approach takes guts but really resonates especially when the pledge to be ‘better” comes with demonstrable actions. Which brings us to this episode of Renegade Thinkers Unite in which Jonathan Beamer, CMO of Monster, admits that the online jobs site had “coasted” for a while and explains how they are renewing their commitment to job-seeker success. What is so interesting in this case is that though Monster had coasted after dominating the job search market for most of the dot-com era, the brand still enjoyed high awareness and what Beamer calls “latent favorability.” Having this strong baseline to build from, Beamer expected that the combination of product improvements and increased advertising would help revitalize the brand. And though Beamer describes Monster’s revitalization as “a work in progress,” the brand is already seeing increases in site traffic and customer activity. Not coincidentally, Monster is back on TV providing further proof that this medium is far from dead as digital pundits declared 10 years ago! Listen here for inspiration on how you might revitalize your brand.  Subscribe on Apple Podcasts - Stitcher - or Podsearch What You’ll Learn There’s great power behind a brand that people are familiar with and trust There’s one core truth behind Monster that has allowed their brand to survive across decades, and that is that people are always searching for fulfilling work. Since 1999 Monster has connected people and job opportunities, and Jonathan explains that it’s paying attention to small details that makes Monster stand out from the masses. He explains the powerful concept of “latent favorability,” when people remember your brand fondly even after having not used the company’s services for a period of time. Monster has values attached to the brand that goes beyond the product it provides, and that’s where the company’s power lies. These 4 tips will help you refresh a stagnant brand Jonathan’s marketing team at Monster has been faced with the challenge of refreshing a company message that has existed for nearly 20 years. In his conversation with Drew, Jonathan explains 4 main tips that have helped guide his team through the process of refreshing a stagnant brand. Here they are. Be the voice of the customer (in Monster’s case, understanding both an employee on the hunt for a new job and a recruiter looking for top talent) Have a close partnership with the product/service development team Understand the simple decisions made throughout a customer’s purchase journey Be consistent with the tools you choose to use Learn how to track brand awareness for greater marketing success Having data on your brand, its level of awareness within your target market, and your digital followers is essential, but you have to know how to aggregate and analyze that data. Jonathan explains that you should not get hung up on the questions to ask when conducting brand awareness surveys or sending out evaluation tools. At the end of the day, the tools you use to track brand awareness matter less than the overall feedback it provides to you and your team. Jonathan also recommends that you also utilize your historical data and keep the big picture in mind when doing brand tracking. For even more insights on how to track brand awareness effectively, be sure to listen. Timeline [0:28] Drew introduces Jonathan to the Renegade Thinkers Unite show [3:38] Jonathan’s Renegade Rapid Fire segment [17:06] The importance of factfullness in the world around you [19:50] What Jonathan’s excited about as the CMO of Monster [24:07] This is what happened when Monster stopped investing in marketing [30:14] Fixing fundamental aspects of the Monster brand [35:37] Keep these ideas in mind when doing brand tracking [40:51] There’s a strong bond between quality products and justifying marketing efforts [43:32] Content is huge in Monster’s marketing strategy [48:15] Jonathan’s top 3 pieces of advice for new CMOs Connect With Jonathan: Connect with Jonathan on LinkedIn Follow Jonathan on Twitter Resources & People Mentioned BOOK: “The Fountainhead” BOOK: “Factfulness: Ten Reasons We're Wrong About the World--and Why Things Are Better Than You Think” BOOK: “How Brands Grow: What Marketers Don't Know” Connect with Drew http://renegade.com/ On LinkedIn On Twitter On Facebook On Instagram