Renegade Marketers Unite

Joining a company as the new chief marketing officer can be an intimidating affair. There are new team members to meet, historical strategies to digest, and an overwhelming pressure to make an impact early in your tenure. With the rest of the C-Suite reminding you of the needs to generate demand and to calculate ROI on every expenditure, it is easy to find yourself being pulled in multiple directions and forced into “ready, fire, aim” mode. Luckily, Paige O’Neill is here to help on this special episode of Renegade Thinkers Unite. As the new CMO of Sitecore, an integrated CMS, and e-commerce solution, Paige is an expert at handling new roles in marketing departments, having been through the process on multiple occasions. Dubbing herself as the chief marketing “synthesizer,” Paige has a knack for synthesizing all the information that is thrown her way and gaining a quick understanding of the company’s goals and priorities. Having worked as a CMO for large companies as well as start-ups she continues to add to her extensive toolkit, taking away something new from each experience. Listen carefully as Paige details the critical steps every new CMO should take to ensure they too get off to a successful start. Click here to listen and learn how to navigate your first 100 days. Subscribe on Apple Podcasts - Stitcher - or Podsearch What You’ll Learn Don’t be afraid to ask big questions during your first 30 days When Paige stepped into her new role as CMO, she understood the importance of asking the right questions within the first 30 days. Recognizing the key stakeholders within the company is one of the biggest objectives you should have as a new chief marketing officer. You also have to “become a synthesizer” of all of the information being thrown your way. Understanding the company’s current priorities, current team roles, and workflow processes are all important to understand soon after joining the company. The sooner you ask these big questions and understand the answers, the faster you’ll be able to start actually marketing and leading your team. Here’s how to approach your new marketing team Being hired as a new CMO means being paired with a brand new team of marketing employees. Or, you’ll be tasked with hiring your own new team. Paige outlines a few key questions that can help you navigate this complex process: What are the strategic goals of the company? How is the marketing team going to contribute to that growth? What’s holding the company back from the current objectives? What vacancies and gaps are there in the current team? She encourages new CMOs to “be your own best case scenario” and to not let distractions get in the way of securing a great team. If you take the time to build solid relationships with your coworkers early on, the rest of your first 100 days will go much smoother. Consider Paige’s best advice for your first 100 days as a new Chief Marketing Officer During your first 100 days as a new CMO, Paige explains that you will have to embrace and lean into the difficult conversations. On this episode, she shares a list of things that are important to work on during the first 3 months in a new role: Build key relationships Learn the business Shore up the team and prioritize hiring Figure out the quick wins that buy you time for longer-term projects Prioritization goal alignment Articulate a vision Be mindful of how you’re spending your time - don’t be afraid to say no By keeping these areas in mind as you work in a new company, your first 100 days as a new chief marketing officer are sure to be successful. Timeline [0:28] Paige is here to help CMOs understand steps to take in their first 100 days [2:54] Paige’s Renegade Rapid Fire segment [13:33] Don’t be afraid to ask big questions in your first 30 days [17:55] How do you ensure your observations are true? [19:40] How long should you take to make your first sets of decisions? [25:37] Here’s how Paige approaches a new marketing team [34:09] This advice is key for the first 100 days in a new CMO role Connect With Paige: Press release on Paige’s new role at Sitecore Connect with Paige on LinkedIn Follow Paige on Twitter Resources & People Mentioned BOOK: “A Good Time to be a Girl” Connect with Drew http://renegade.com/ On LinkedIn On Twitter On Facebook On Instagram

Sometimes a marketer’s most renegade moment comes from a change in their career path. As it turns out, moving across the country and making a career change is no easy feat and requires a healthy amount of courage. But that’s exactly what Peter Isaacson did, and after a productive decade-plus working on the agency-side of advertising, he’s now nested in Silicon Valley and leading a charge of marketing innovation as the CMO of Demandbase, a targeting and personalization platform and the global leader in account-based marketing. This podcast dives into the world of ABM and why it's no longer just optional for B2B marketers. As the CMO of Demandbase, the ABM market leader, Peter Isaacson offers an insider look at account-based marketing, serving up concrete advice on how to make the most of these programs. To achieve major results, Peter advises marketers that are new to ABM to take things slow and steady. It’s not something that you can just rush into, but with the help of Peter and this podcast, crafting an ABM strategy will start to feel like a piece of cake. In this episode, Peter and Drew discuss the three main mistakes marketers make when trying to implement an account-based marketing strategy and how you can use intent signals to identify better targets. Peter describes how companies can begin to adopt an ABM strategy, the future of ABM, and why ABM is not the death of storytelling and creative marketing. Listen here for all the latest details on account-based marketing. Subscribe on Apple Podcasts - Stitcher- or Podsearch What You’ll Learn These are the 3 biggest mistakes marketers make when considering an account-based marketing strategy Account-based marketing is not something that can be ignored in the B2B marketing space. However, Peter has found that many people new to ABM strategies make 3 main mistakes that prevent them from fully succeeding. They are: Not engaging the sales department teams in the new strategy Not aligning with the right target accounts Tackling too many areas of ABM all at once He proposes that all marketers engage with the sales teams from the start, to eliminate confusion down the road. He also explains that your former strategies for finding the right target accounts may no longer be effective and that starting small with ABM is the best way to approach the new strategy. How can marketers use intent signals in a new account-based marketing strategy? Implementing an account-based marketing strategy is all about identifying the right target accounts. Then, you must uncover the right buying committees and decision makers within that account. Using specific intent signals can help you accomplish those goals. When done correctly, intent signals can help you and your team understand which companies are already researching account-based marketing firms. Intent signals are no longer limited to simply noticing when a company fills out a form on your website. ABM is not the death of creative marketing - here’s why Using an account-based marketing strategy does not mean you’ve given up on other creative marketing tactics. Creative marketing and genuine storytelling are still important, often overlooked, B2B marketing strategies. People are still looking for groundbreaking brand stories and engaging content. Peter explains how account-based marketing and creativity are uniquely paired, all on this episode. Timeline [1:09] Drew introduces Peter and why account-based marketing is so critical [3:00] Peter’s Renegade Rapid Fire segment [13:46] These are the 3 biggest mistakes made in ABM [18:44] What does an ABM program look like? [22:00] Using intent signals in account-based marketing [24:54] The old way of demand generation is no longer functional [27:40] ABM is not the death of brand and creativity [30:48] Peter proposes the future of ABM Connect With Peter: Team webpage on Demandbase website Connect with Peter on LinkedIn Follow Peter on Twitter Resources & People Mentioned BOOK: “Educated: A Memoir” Demandbase’s ABM Certification process Ep 73, “MRP CMO Explains Why Predictive Analytics in Marketing Will Revolutionize the B2B Industry” Ep 84, “Why an Account Based Marketing Strategy in B2B is Successful” Connect with Drew http://renegade.com/ On LinkedIn On Twitter On Facebook On Instagram

Let’s face it – simple is hard, especially in B2B marketing. It’s so easy to get caught up in flashy features, complicated jargon, and complex campaign strategies that we forget what marketing is all about – making buying easier. Faced with this challenge of persuading people, many CMOs are struggling to keep things simple. Margaret Molloy is not one of those CMOs. As the Global Chief Marketing Officer of Siegel+Gale, Margaret has mastered the art of persuading people with simple, but powerful messaging. She points her success to two key foundations: having permission to fail and the effectiveness of fact-based storytelling. The lessons she has to share are not only coming from her experience at Siegel+Gale, but also from what she learned by exploring her own passion project, the #WearingIrish initiative. In this episode, Drew and Margaret talk about how to keep things simple in B2B marketing and explain the four main traits of successful CMOs. Margaret describes her experience with her passion project, the #WearingIrish initiative, and how CMOs could be growing and learning from their own side hustle. Margaret is a bundle of B2B wisdom, click here to listen to her story. Subscribe on Apple Podcasts – Stitcher – or Podsearch What You’ll Learn Keeping marketing simple is hard, but these 2 foundations make it easier B2B marketing is all about making a buying decision easier for a customer. Even though there are thousands of experts and opinions in the industry, Drew and Margaret both believe in the idea of simple marketing - a Renegade approach to marketing that makes everything approachable and easy to understand. Simple marketing focuses on encouraging and persuading people to act. But a CMO cannot pursue this path without these 2 foundations: internal company support and a solid fact base. Without these tools to lean on, a CMO is more likely to get distracted and lose sight of the true company goal. Artful, courageous simple marketing follows after these foundations have been laid. Successful CMOs exhibit these 5 behaviors that lead to better simple marketing campaigns Great CMOs are fundamentally simplifiers. They’re always working towards boiling down ideas into easy-to-digest pieces of information. Margaret explains that throughout her career as a marketer and creator, the best CMOs consistently exhibit these 5 behaviors. They’re purpose-driven They’re fact-based, but they have an imagination They are bold and brave in prioritization (they say no often) They create and empower smaller teams They execute on company and brand promises These behaviors allow a CMO to focus on what truly matters in their marketing campaign. Margaret uses her passion project #WearingIrish to help her role as a CMO - and you can too Margaret’s native country is Ireland and even while working as a top CMO she knew she wanted to bring global exposure to Irish creators. That’s why she created the #WearingIrish initiative. She is telling the untold story of Irish fashion design and learning skills that are transferable to her CMO role as well. Margaret explains that this passion project has given her an opportunity to have an “experimentation lab” that is separate from the risks and responsibilities associated with Siegel+Gale. It also allowed her to develop a higher sense of empathy for other companies and her CMO clients. No matter where your personal interests may lie, the stories shared on this episode of Renegade Thinkers Unite show that they can always be used to benefit your company and your own professional work. Timeline [0:30] Margaret Molloy, CMO and creator, is featured on this episode of Renegade Thinkers Unite [2:07] Margaret’s Renegade Rapid Fire segment [11:35] The story behind Margaret’s #WearingIrish passion project [19:04] Tying together your personal brand with your company’s brand and mission [22:20] These are the top 5 behaviors of successful CMOs [32:00] Actionable steps make simple marketing tangible Connect With Margaret: Margaret’s profile on the Siegel+Gale website Connect with Margaret on LinkedIn Follow Margaret on Twitter Follow Margaret on Facebook Resources & People Mentioned Wearing Irish website BOOK: “The Innovator's Dilemma: When New Technologies Cause Great Firms to Fail” BOOK: “Eat Fat, Get Thin: Why the Fat We Eat Is the Key to Sustained Weight Loss and Vibrant Health” INTERVIEW: “Marketing Needs to Be More Than a Coat of Paint” Connect with Drew http://renegade.com/ On LinkedIn On Twitter On Facebook On Instagram

Fans of The Simpsons may remember the episode in which Homer is jubilant about "new billboard day." This 1995 episode happened long before digital marketing became an obsession that in some circles rendered outdoor obsolete. Well Homer Simpson has a new comrade in arms with Janine Pelosi, the CMO at Zoom, at least when comes to the appreciation of outdoor advertising.   In past 18 months, Pelosi and Zoom put forward the simple but powerful message "Meet Happy" to build awareness of their online meeting platform. Then they shared it with the world, but not just through ads on Facebook, LinkedIn and Google. They invested heavily in billboards and transit ads across major US and European markets. The results? 100% year over year revenue growth. 135% year over year user base growth. 1600% growth in weekly web traffic. That Simpsons gag was released in 1995, but Janine's team is proving that billboards and outdoor advertising can still be powerful, as long as the message is right.   In this episode, Drew and Janine talk about effective, honest messaging and how to broadcast it to the world. Janine talks through Zoom's success, its challenges, and her high-level thoughts on the role a CMO should play, especially in being an advocate for their team. Learn from Janine’s journey at Zoom by listening to this episode. Subscribe on Apple Podcasts - Stitcher- or Podsearch What You’ll Learn Zoom’s latest brand awareness campaign is “Meet Happy,” and it works wonders without digital marketing With over 700,000 businesses using Zoom to meet virtually, Janine and her team realized that meetings were a critical piece of modern business. They sought out to create a brand awareness campaign that would generate demand in a unique way. That’s why they stayed away from typical digital marketing strategies such as Facebook ads. Instead, they put outdoor marketing pieces across the world on buses, billboards, taxis, etc. The “Meet Happy” campaign speaks to so many prospects because it encourages a positive emotion and interaction with a product. Delivering happiness and great meeting experiences are what Zoom does best, and it shows. Generating demand is one thing, delivering on a promise is another. Zoom succeeds at both! The “Meet Happy” campaign simply generates demand. It doesn’t capture that demand and turn it into leads and sales. For capturing the demand, Janine still relies on digital tools. By using this form of promise-based marketing, Janine creates positive connections with prospects even before they visit Zoom’s website. Their team follows through on that promise by always focusing on perfecting their product and having exceptional customer service. Internally, the Zoom team keeps “be happy” as a company culture pillar. It focuses everyone around a central mindset and has bonded the team together as they grew. Janine shares her main ideas for successful marketing, company culture, and innovation At Zoom, having a supportive CEO is one of the biggest ingredients in their “secret sauce” of success. Janine explains that without the support and encouragement of top company leaders, organizing successful campaigns is difficult. Are you interested in achieving the same amount of success as Zoom? Janine encourages all marketers to keep marketing practical, keep it simple, and stay focused. Don’t chase after all the tools on the market and don’t overthink your messaging. Simply know your brand, believe in your product, and trust your intuition. Timeline [1:15] How Janine’s work has increased Zoom’s marketing success in just 3 years [2:35] Janine’s Renegade Rapid Fire segment [11:49] How Zoom’s “Meet Happy” brand awareness campaign works wonders for capturing demand [20:07] The “secret sauce” behind Janine’s marketing strategy at Zoom [23:34] Delivering on the promise of the “Meet Happy” campaign [26:45] Learn from the challenges Zoom’s marketing team has faced Connect With Janine: Janine’s profile on the Zoom website Connect with Janine on LinkedIn Follow Janine on Twitter Resources & People Mentioned Zoom website BOOK: “The SPEED of TRUST: The One Thing That Changes Everything” Gartner brand Connect with Drew http://renegade.com/ On LinkedIn On Twitter On Facebook On Instagram

Brent Adamson has a bone to pick with marketers: the way many of them define their industry is miles off the mark. In fact, Brent may want to abandon the term 'marketing' altogether, because too often the notion of separate marketing and sales departments breeds a lack of coordination. If your marketing and sales teams are not in perfect lockstep, you can count on your business suffering. If you disagree, maybe he can sway you in part 2 of his interview. In today's conclusion to the interview, Brent and Drew get at to the heart of how a marketing team needs to operate to be successful, and it involves a lot more than handing leads off to sales like a relay-race baton. Brent will talk the listener through seven tools that can help make speed up the process of connecting a customer with a product. Then, Drew and Brent talk through the buyer enablement journey, and why breaking down walls between sales and marketing will enable the teams make it as easy as possible for the customer to buy. In the end, that's goal number one. This episode is brimming with wisdom to help you shed some outdated notions of marketing, don't miss it! Subscribe on Apple Podcasts - Stitcher- or Podsearch What You’ll Learn Marketing and sales collaboration is the wave of the future - here’s why Brent wants every marketer to understand that the role of every B2B business is to make buying easier for the customer. This is achieved through a high level of marketing and sales collaboration. Gone are the days where marketers can simply hand off a prospect to the sales department and hope for the best. If a company knits together the two departments, they will have a competitive advantage over every other business in the industry. Where do buyers look for information validation? During the purchase journey, a buyer is always seeking for validation on the information they receive. After speaking with a sales representative, there are 3 main places where they will look for validation: The company’s website SEO organic searches A third-party analyst/thought leader That’s why it’s so important for companies to be unified in the way they deliver information and lay out why their solution is the best available. If a buyer receives mixed information, they’re less like to choose your solution. The 7 main tools that enhance buyer enablement A B2B company with linked marketing and sales departments can work together to create tools that help a customer make easier buying decisions. There are 7 main categories of tools that can be explored. Calculators Simulators Recommenders Benchmarks Connectors Advisors Diagnostics These tools ultimately allow the customer to choose the best solution to their problem. Brent explains that there is a “huge commercial benefit” to providing tools that make a customer’s life easier, and companies can see increased loyalty from customers after they use these tools. Timeline [1:40] Marketing has a new role - make it easier for the customer to buy [4:24] Buyer enablement takes the form of these 7 tools [10:14] You can’t fit these ideas into legacy structures for companies and brands [14:20] This is the #1 place customers look for information validation [23:34] Why you should be excited about the upcoming Gartner conference Connect With Brent: Brent’s CEB/Gartner webpage Connect with Brent on LinkedIn Follow Brent on Twitter Follow CEB/Gartner on Facebook CEB/Gartner on YouTube Resources & People Mentioned Brent’s book: “The Challenger Sale: Taking Control of the Customer Conversation” Gartner events and conferences Brent’s blog on HubSpot Connect with Drew http://renegade.com/ On LinkedIn On Twitter On Facebook On Instagram

A customer’s purchase journey is never an easy process to document and collect data on. Thankfully, Brent Adamson is interviewed on this episode of Renegade Thinkers Unite. As Principle Executive Advisor at Gartner (formerly CEB), Brent works to help B2B companies explain to customers why their solution is the best available. Throughout part 1 of this conversation, Brent and Drew discuss why putting the customer first should be at the heart of any B2B organization. They explain the 6 non-linear steps in any purchase journey, and Brent shares his #1 tip for any B2B supplier. This conversation will shed new light on the purchase journey. Check it out. Subscribe on Apple Podcasts - Stitcher- or Podsearch What You’ll Learn Putting the buyer first is the #1 step to create a better purchase journey B2B companies should be focusing on understanding how buying happens. Learning how your ideal customer views the buying process will give you direction when bridging the gap between marketing and sales departments. Brent explains that unfortunately, few brands in the B2B space are doing this well. To learn how to put the buyer first and reorganize your brand’s purchase journey model, be sure to listen. The 6 main steps in any B2B purchase journey - they’re not linear! Contrary to what many professionals believe, a purchase journey within B2B industries isn’t linear. And closing a deal isn’t about progression, it’s about completion. Brent outlines the 6 main steps that must be completed before any buying decision is made. Problem identification Solution exploration Requirements building Supplier selection Consensus creation (always happening) Validation of information (always happening) These steps are far from being linear, especially when multiple decision-makers are involved. Of all the B2B buyers surveyed by Brent and his team at Gartner, 90% reported having to revisit one of the top 4 steps multiple times throughout their purchase journey. Marketers should be doing THIS, before anything else, to help buyers choose their solution Given these 6 steps, what is the ideal job of a B2B marketer? Brent believes it’s simple: marketers need to make buying easier. The first step in doing so is ensuring that problem-solving information is available through multiple channels. The answers given to a buyer over the phone from a sales rep should be consistent with information available online and via social media. Actively solving a customer’s problems, before they even recognize a problem, is the key to making B2B buying easier. By understanding a buyer’s problems, offering them the best solution, and supporting them through their purchase journey, you’re well on your way to closing more deals in your industry. Timeline [0:30] Brent’s Renegade Rapid Fire segment, and his unique definition of marketing [7:30] The importance of putting the customer first [12:11] Brent explains the traditional customer purchase journey model [17:42] The 6 main steps to a buying process - they’re NOT linear [25:40] B2B buying is incredibly complex, and it’s through a multi-channel approach [33:27] Here are your need-to-know takeaways from part 1 of this conversation with Brent Connect With Brent: Brent’s CEB/Gartner webpage Connect with Brent on LinkedIn Follow Brent on Twitter Follow CEB/Gartner on Facebook Resources & People Mentioned Brent’s book: “The Challenger Sale: Taking Control of the Customer Conversation” BOOK: “Jobs to Be Done: A Roadmap for Customer-Centered Innovation” Connect with Drew http://renegade.com/ On LinkedIn On Twitter On Facebook On Instagram

Becoming a great B2B company starts with one thing: creating a better brand narrative. The story you tell about your brand is the driving force behind every action your team takes. A great brand narrative inspires quality product design and links every team member to your common values and goals. Throughout this episode of Renegade Thinkers Unite, Drew and Barry also discuss why marketers need to go out and be the face of the company through making sales and speaking with customers. Finally, Barry shares his best tips for creating apps people ACTUALLY want to use. You can learn from his clear insights that break down app design into a few easy ideas. You’ll enjoy and learn from this podcast - check it out! Subscribe on Apple Podcasts - Stitcher- or Podsearch What You’ll Learn Professionals should do these 3 things in the B2B marketing industry B2B marketers do more than create content to be shared. The best professionals break out of the marketing mold regularly and become salespersons for the day. By going out and talking to prospects, understanding their problems, and making sales they are better equipped to create campaigns that target the heart of a prospect. Barry explains that marketing professionals should also do these 3 main tasks in order to best serve the company: Develop the “why change” and “why change now” stories Express and condense the brand narrative into 2-3 sentences that can be repeated by every team member Create authentic content that backs up the brand narrative Here’s how to build a better brand narrative for your company Drafting a better brand narrative goes beyond restating the company’s mission. A truly great narrative paints a picture to the customer that resonates deeply with their problems and need for solutions. Writing a better brand narrative becomes a process of deconstructing and reconstructing your company’s mission, values, core principles, and positioning. Barry explains this process in full detail on this episode. It’s not an easy road, but it’s one that 100% worth it. Your app shouldn’t be just a mobile website - give it a job to do and problem to solve Barry explains the 3 main types of apps: those used to waste time, those used to connect people together, and those used to save time. The entire idea behind productivity-based apps is to minimize the amount of time a user spends on the app itself. If you understand the fundamental reason behind WHY people need your app, you can use those insights to design a better, more efficient user experience. And remember, not everything should be about marketing within your app! To hear more about why user-first app design is so important, and even more details behind authentic brand narratives, be sure to give this episode your full attention. Timeline [1:20] Barry’s Renegade Rapid Fire segment, and why marketers need to become salespeople [15:20] Could machines take over a creative marketer’s job? [18:35] Constructing a great narrative for your company [25:57] Professionals do these 3 things in the B2B marketing industry [32:40] Barry’s best advice for creating apps that people ACTUALLY want to use [38:42] Barry’s #1 tip for designing great apps Connect With Barry: Swrve’s company webpage Connect with Barry on LinkedIn Follow Barry on Twitter Resources & People Mentioned Swrve website Swrve on Facebook Swrve on Twitter Ep 67, “How DocuSign’s CMO Discovered How to Develop a Marketing Vision through Orchestration” Connect with Drew http://renegade.com/ On LinkedIn On Twitter On Facebook On Instagram

On part 2 of this episode of Renegade Thinkers Unite recorded live at the PSFK conference, Drew speaks with two guests about how marketers can relate to audiences over 50 and the future marketing trends to be looking for. David Stewart, CEO/founder of Ageist, explains the disconnect between 50+ audiences and younger marketing teams. He shares insights that will change the way you approach marketing to older generations. Dr. Devon Powers shares her knowledge on future marketing trends and how brands need to be thinking about their future interactions with guests. You’ll appreciate this episode, it’ll leave you thinking. Subscribe on Apple Podcasts - Stitcher- or Podsearch What You’ll Learn [1:18] Part 2 of the podcast recorded live at the PSFK conference [1:55] Most marketers are missing the mark for consumers over 50 [8:10] How can you communicate effectively with the 50+ demographic? [16:26] Dr. Devon Powers, researcher and professor, on future marketing trends [23:57] Devon explains why challenging your marketing assumptions is key [28:19] Here are your main takeaways from this episode of Renegade Thinkers Unite Marketers are missing the mark for audiences 50+ -- here’s the solution "Too many marketers are obsessed with the millennial generation," explains David on this episode. Few brands understand what older consumers are looking for and they’re missing out on capturing their brand loyalty. He wants listeners to understand that people over 50 often feel invisible in the market, and if your company recognizes the value they add to society, you’ll be well on your way to capturing their dollars. Focusing on values and aspirations is key for marketing to all ages Campaigns focused on values and aspirations are two marketing trends that are always successful. No matter the age of your audience, these types of campaigns speak to every consumer. If you appreciate a consumer’s accomplishments and explain how your company can help them succeed even more, you’ll earn customers for life. Here’s how you can identify future marketing trends Devon explains that always evaluating your physical and online environments is key to understanding future marketing trends in your industry. Marketers need to be thinking about how their consumers identify themselves and interact with others. Those patterns and trends will dictate how they interact with your brand. If you’re always challenging your assumptions, you’ll be on your way to understanding where marketing trends are headed in the future. Connect With David Stewart: Ageist website Email David Connect with David on LinkedIn Follow Ageist on Twitter Follow Ageist on Facebook Connect With Devon Powers: Devon’s website Devon’s Temple University webpage Connect with Devon on LinkedIn Follow Devon on Twitter Resources & People Mentioned PSFK Conference Connect with Drew http://renegade.com/ On LinkedIn On Twitter On Facebook On Instagram

Throughout this episode, recorded live at the PSFK conference, Drew speaks with two professionals that explain 3 strategies on how to build a quality brand. Both guests focus on how a brand can help people think about big ideas and create change in their own lives and in their communities. Jordan Schenck is the Head of Global Consumer Marketing at Impossible Foods, and she talks about how a brand can spark change across multiple business platforms. Amber Case is a Research Fellow at MIT and is an expert in “calm tech,” an area of research that focuses on eliminating unnecessary tech systems. She wants to see every marketing professional avoid distracting systems, and get back to the heart of working for a quality brand. You don’t want to miss these inspiring conversations. Subscribe on Apple Podcasts - Stitcher- or Podsearch What You’ll Learn [0:01] Drew’s overview for this episode of Renegade Thinkers Unite [1:38] Jordan Schenck from Impossible Foods is Drew’s first guest [8:27] How Impossible Foods maintains brand integrity across multiple platforms [10:49] Impossible Foods is helping people make decisions they can feel good about [15:04] Jordan’s key insight into marketing a product brand [17:14] Amber Case, MIT Research Fellow, is Drew’s second guest [22:00] AI is not about replacing humans [25:29] You have to know what can and cannot be automated #1 - Creatively market your mission-led brand Jordan explains that in order to effectively market a mission-led brand, you have to go beyond spouting off your values. People are always willing to follow a quality brand, but you have to first get their attention. Your job as a marketer working for a quality brand is to get people into the headspace of getting behind a message they can support. #2 - Help people make beneficial decisions they can feel good about Quality brands push people towards decisions that are better for their communities, themselves, and the world we all live in. That the mindset Jordan and her team believe in at Impossible Foods. They are always trying to go beyond being a consumer brand and start bigger conversations about how the brands we follow can ultimately influence and change the world. #3 - Know when to use AI to make your life easier, not full of distractions Amber is a supporter of calm tech - a method of using technology that allows you to still be human and not become immersed in complicated technology systems. She explains that quality brands are well designed and built for optimal human use. Truly great products take more time, but they can help people do tasks in a more focused, efficient way. If you choose to use artificial intelligence (AI) in your company, understand that AI systems still require human insights. If not, your data will be flat and not useful. Connect With Jordan Schenck: Impossible Foods’ company webpage Connect with Jordan on LinkedIn Follow Jordan on Twitter Follow Jordan on Facebook Follow Impossible Foods on Twitter Follow Impossible Foods on Facebook Connect With Amber Case: About Amber Amber’s book: “Calm Technology: Principles and Patterns for Non-Intrusive Design” Connect with Amber on LinkedIn Follow Amber on Twitter Follow Amber on Facebook Resources & People Mentioned PSFK Conference Impossible Foods website Connect with Drew http://renegade.com/ On LinkedIn On Twitter On Facebook On Instagram

Norwegian Cruise Line is a leader in the travel industry and an expert in product launch marketing. Their CMO and Senior VP, Meg Lee, is Drew’s guest for this episode of Renegade Thinkers Unite. Tune in as Meg and Drew talk marketing over a glass of champagne aboard Norwegian's Bliss ship in NYC. On this episode, Meg shares her tips on how to handle product launch marketing and the benefits of having diverse channels of marketing. She touches on how she sells fun, whether it's through the smoked Texas BBQ (prepared off-ship), or the electric race car track available to guests on the ship. Overall, she talks through how she completes her main job: filling 16 huge ships with excited travellers. Don’t want to miss this entertaining and educational episode. Subscribe on Apple Podcasts - Stitcher- or Podsearch Use a variety of marketing strategies when launching a product Meg and her team at Norwegian Cruise Line recognize the importance of using many different marketing channels when preparing to launch a new ship. Using social, video, print, and word of mouth platforms allow the Norwegian brand to reach as many people as possible. It’s always important to curate and organize the content you’re developing so that the right message can be shared at the right time. Relationships can be your best marketing strategies In the travel industry, the best resource available for product launch marketing is travel agencies. The relationships Meg has built with travel agents are invaluable and offer an unparalleled level of expertise and knowledge to potential customers. Forming relationships in your own industry like these should be a top priority. The benefits of using creative product launch marketing strategies By using creative marketing for your B2B or B2C business, you can stand out from the competition. Creative ideas make your brand memorable and allow you to go deeper into storytelling mode. Without creative storytelling, you're just sharing data and facts. Meg also urges marketers to never let fear be a driver of their decisions. What You’ll Learn [1:04] Meg’s Renegade Rapid Fire segment [6:35] The customer journey for Norwegian Cruise Lines [9:52] Why differentiation matters for Norwegian Cruise Line [12:47] How the Norwegian brand leverages word of mouth marketing [14:15] The challenges of marketing and selling a brand new cruise ship [22:17] The role of B2B marketing in the travel industry [27:55] How Norwegian Cruise Line utilizes video marketing strategies [31:09] Meg’s “two do’s and a don’t” for marketers Connect With Meg: Norwegian Cruise Line’s Leadership webpage Connect with Meg on LinkedIn Follow Norwegian Cruise Line on Twitter Follow Norwegian Cruise Line on Facebook Resources & People Mentioned Target brand Feel Free video ad Norwegian Cruise Line 2018 video ad Connect with Drew http://renegade.com/ On LinkedIn On Twitter On Facebook On Instagram