Renegade Marketers Unite

The ultimate dream for marketers is universal awareness - the point in time when your brand becomes synonymous with a noun. Having your brand become a verb is an even better case scenario (think, “I’ll Venmo you the money!” or “I’ll Google it.”) This extremely high level of brand awareness can create issues though when your brand perception becomes “stuck” in this one-way thinking. On this episode of Renegade Thinkers Unite, the CMO of Xerox, Toni Clayton-Hine, joins Drew for a conversation about how Xerox is embracing the new connectivity trend and how it is breaking through old brand perceptions to stay relevant in the 21st century. Toni shares with Drew the story behind Xerox’s latest marketing initiative, Set the Page Free, and how Xerox is striving to be at the forefront of the intersection between digital and physical workspaces. They also discuss the pros and cons of such a risky marketing project and Toni's top “do’s and don’ts” for current CMOs. Join Drew and Toni for this engaging conversation - you won’t want to miss a single minute. Subscribe on Apple Podcasts - Stitcher- or Podsearch What You’ll Learn [0:30] Why does brand awareness matter when you’re trying to sell a product or service? [3:15] Drew introduces his guest for this episode, Toni Clayton, CMO of Xerox [4:52] The main strategy behind Xerox’s marketing [9:31] The benefit of working with creators who deliver extraordinary content [12:58] Once you’ve created the excellent content, you have to “market the marketing” [15:47] Toni explains how she had the courage to approach her CEO with this big, untestable idea [18:30] What does storytelling meaning to Toni and Xerox? [23:29] How Xerox is currently demonstrating their broader platform and usability [26:48] Combatting the loss of reach associated with using digital marketing tactics [30:19] How Xerox is showing customers new ways to use their products [32:11] The biggest lesson Toni has learned in her career with Xerox [37:03] One “do” and one “don’t” for CMOs as a result of Toni’s experience with Xerox Xerox’s latest Set the Page Free project and how they “marketed the marketing” so effectively When faced with seemingly cemented brand perceptions, Xerox came up with a creative and big-picture marketing campaign: Set the Page Free. With 14 world-famous writers and creative minds in collaboration, Xerox told the story of the modern workplace - and the entire project was produced using Xerox technology. The end result were podcasts, videos, and a final free download book. After creating the piece, Toni and her team had to answer the question, “who is going to consume this content?” Drew asks Toni about how they “marketed the marketing campaign” so effectively and she explains that they really leveraged the celebrity collaborators and their social channels. For the full story behind the project, don’t miss this episode of Renegade Thinkers Unite. What does brand storytelling mean to Xerox in the 21st century? Shifting Xerox’s brand perceptions became a balance of using the company’s history to their advantage, while still demonstrating to their customers that they are about more than just copying and faxing physical documents. The Set the Page Free project helped Xerox transition from the realm of a 1990s office verb into a frontrunner of 21st-century workplace technology. This engaging act of brand storytelling allowed the company to show the outcome of using their technology, not just the inputs. Since Xerox is a B2B technology company, Toni’s goal is to ensure Xerox is seen as fresh, relevant, and understanding of their different types of customers. To hear more of Toni’s marketing initiatives at Xerox that are continually shaping their brand perspectives, be sure to listen to the full audio. The biggest lessons Toni has learned since joining Xerox and why taking marketing risks can be beneficial While developing Set the Page Free, Toni explained that she often struggled with the desire to control every aspect of the project and subsequent brand awareness surveys. But when Drew asks her about the biggest lessons she learned while working on the project, Toni explains that Xerox had to take a risk in order to shift how people think about the company - and taking that risk also meant dealing with unpredictable variables. She also learned the importance of being more directive in her approach to help customers understand how to bring their Xerox technology tools to life. To hear Toni’s top “do’s and don’ts” for other CMOs, don’t miss this episode of Renegade Thinkers Unite. Connect With Toni Clayton-Hine: Connect with Toni on LinkedIn Follow Toni on Twitter Resources & People Mentioned ARTICLE: “41 Brand Names People Use as Generic Terms” Set the Page Free website and free book download VIDEO: “How does Lee Child Create the Jack Reacher Suspense?” Episode 48: “If Marketing is Storytelling Then Learn from NYT #1 Bestseller Chris Bohjalian” Episode 49: “The Intersection of Marketing & Storytelling (with Chris Bohjalian)” Connect with Drew http://renegade.com/ On LinkedIn On Twitter On Facebook On Instagram

The sheer amount of data any company collects can quickly become overwhelming if it's not managed efficiently. As a CMO you have to have control of the data and understand how it flows throughout your organization. That’s why companies like Looker exist - to help you make sense of the data and use it to your advantage. In this episode of Renegade Thinkers Unite, Looker’s CMO, Jen Grant, talks with Drew about why her unique background allows her to understand the art and science behind connecting everyone to your company’s brand message. She also shares why it’s important to simplify your company’s core message down to just a few phrases. Not only does Jen explain why actual face-to-face interaction is even more critical in today’s B2B marketing environment, she also discusses how Looker is achieving just that. You also don’t want to miss her best advice for CMOs. Jen conveys the heart of marketing in such an intriguing way in this episode - you don’t want to miss it. Subscribe on Apple Podcasts - Stitcher- or Podsearch What You’ll Learn [2:20] Drew introduces his guest for this episode, Jen Grant, CMO of Looker [2:43] Jen shares her unique background story and how she got started in marketing [4:25] The key lessons Jen learned while working with Google [10:17] Looker’s purpose and story simplified into just a few words [13:17] How Looker’s technology allows data to be seen and enacted upon for their customers [17:16] What Looker’s data processing system looks like [20:00] Where Looker falls within the “stack” of data systems [22:20] Jen shares Looker success story case studies [26:46] The marketing efforts Jen has completed to combat Looker’s awareness challenge, outside of the data industry [34:24] Balancing tailored regional needs to overall company brand messages [37:45] The toughest lesson Jen has learned in the marketing world [39:20] Jen offers her “two do’s and a don’t” for data analytics Why data organization is so important and the art and science of connecting people to your company’s true message Without a user-friendly and complete data analytics system, critical insights that could be derived from your company’s data go undiscovered. Companies such as Looker provide an easily understood way of compiling individual data silos into one platform that can be shared across multiple employee teams. Once your data is organized in an effective manner, you can then use this data to enhance your company’s ability to spread your brand message. Data that is easily accessed and understood becomes a tool for creative storytelling that elicits an emotional response from your target market - ultimately creating more success for your company. How Looker is bringing actual human interaction into B2B marketing, and why your company should be doing the same Jen explains to Drew in this episode that Looker really wants to push face-to-face marketing because of the human connections that come from that process. But she warns that these in-person events cannot just be a drawn-out sales pitch. It has to be about creating genuine connections with people in your industry and regions, which then opens the door for future sales. These events are also an incredible resource for first-person stories that can be shared with your team and customers. In our technology-driven world, actual human interaction events can set your company apart from the rest, and you’d be surprised at just how effective they can be. Be sure to listen to this episode so you don’t miss out on Jen’s engaging story behind Looker’s journey in face-to-face B2B marketing. The top two “do’s” and one critical “don’t” in data analytics Because of Jen’s long history in marketing, and her unique background in theatre and English, she has a unique set of advice for CMOs. She suggests that companies get all of their data centralized so that every team can see the whole picture - not just snippets of information. She also is a huge proponent of as many people as possible looking at your company’s data, because you never know where your next great campaign idea might come from. Finally, she doesn’t want CMOs to forget the innate nature of marketing. While technology, reports, and team meetings are all critical pieces of the data analytics process, she encourages CMOs to remember their gut intuition when it comes to taking a leap of marketing faith. Her insights are sure to be useful to your company in 2018, so be sure to listen to this episode of Renegade Thinkers Unite. Connect With Jen: Meet the Looker Team Connect with Jen on LinkedIn Follow Jen on Twitter Follow Jen on Facebook Connect with Drew http://renegade.com/ On LinkedIn On Twitter On Facebook On Instagram

Christine Moorman is the T. Austin Finch, Sr. Professor of Business Administration at The Fuqua School of Business at Duke University. Beginning in 2008 she started interviewing marketing leaders to determine their most important marketing questions and The CMO Survey has been an integral part of illuminating marketing trends ever since. Christine shares with Drew her excitement over the future of marketing and explains that “It’s not just about number crunching, the best marketing analytics bridge the divide between human insights and hard data.” They also dive into a conversation about why performing all marketing activities well is critical to organizational success. On this episode of Renegade Thinkers Unite, Drew and Christine discuss the importance of teaching holistic marketing to future industry leaders, current trends in marketing, and the importance of measuring marketing effectiveness. Christine and Drew’s conversation is sure to reignite your passion for marketing, so don’t miss this episode. Subscribe on Apple Podcasts - Stitcher- or Podsearch What You’ll Learn [1:44] Drew introduces this week’s guest, Professor Christine Moorman, Professor at The Fuqua School of Business, Duke University [3:42] The importance of marketing in the business education curriculum [7:02] Key marketing components that Christine hopes students take away from her classes [9:30] The difference between the tech companies and the CPGs viewed from a teaching mindset [13:00] Christine talks about the macro trends she’s seen since the survey was released [20:20] Christine explains the difference between digital marketing “stuff” and digital marketing organization [24:27] The future of CMOs and key questions to ask your marketing team [26:17] The ability to measure marketing effectiveness as shown by the survey [28:24] Key metrics used to evaluate marketing ROI [33:20] Christine shares her excitement over the future of marketing [35:00] The true reality of marketing done well The importance of passionate marketing curriculum in academia Marketing is the one area in business that companies cannot afford to not master. Exceptional marketing helps acquire and maintain customers which is critical to long-term success and profit. As new generations of future industry leaders are rising through the ranks of higher education, professors like Christine are setting the standards high. Throughout this episode, she explains a few of the top challenges she faces in the classroom, as well as why she enjoys instilling a passion for marketing in her students. You don’t want to miss her description of why watching her students adopt a customer-first mindset is one of the greatest benefits of her position at Duke University, so be sure to listen. Key findings on marketing effectiveness and the top four components for measuring return on investments One of the biggest findings The CMO Survey has uncovered is the fact that marketing efforts need the whole company’s support in order to be most effective. Christine explains that every CMO needs to ask themselves, “What place does marketing have in my company/career? How can I be the voice of the customer?” After these questions have been addressed, companies can move forward in evaluating how marketing is impacting ROI. Drew and Christine also list the top four metrics to be used in ROI evaluation: awareness based on reach, brand/brand lift, usage, and customer retention. They go into full detail on these metrics and why they’re so critical - you should hear what they have to say. Where Christine sees future marketing trends going in the future and why she’s excited Throughout her career in marketing, Christine has found that “It’s such a dynamic field, a full array of different people and different works.” In the digital age, marketing is an integral part of life in even more varied ways. Innovating marketing tactics are only going to become more refined over time, and marketing will continue to show up in new and impressive ways. Drew and Christine both believe that you can truly drive things forward with the deep understanding that stellar marketing can bring. Connect With Christine: Christine Moorman’s biography page at Duke Christine’s Forbes profile Connect with Christine on LinkedIn Follow Christine on Twitter Resources & People Mentioned The CMO Survey Highlights and Insights Report from August 2017 CMO Survey Innovative Marketing and ROI, an interview with Antonio Lucio Master of Quantitative Management at Duke’s Fuqua School of Business Connect with Drew http://renegade.com/ On LinkedIn On Twitter On Facebook On Instagram

The historically challenging industry of telecommunications is changing thanks in part to Jive Communications and their cloud-based phone services. Drew talks with co-founder and current CMO, Matt Peterson, about how he transitioned from his background in software engineering into the marketing realm. Not only do they discuss Jive’s innovative marketing verticalization strategies, but they also focus on the company’s innate ability to tackle big problems and approach large customer opportunities with confidence and ease. Hear the story behind Jive’s unconventional beginning and the heart of the company, as well as discover Matt’s favorite resources for marketing professionals by listening to this engaging episode of Renegade Thinkers Unite. Matt and Drew’s conversation is sure to inspire and educate - you don’t want to miss it! Subscribe on Apple Podcasts - Stitcher- or Podsearch What You’ll Learn [0:31] Drew introduces his guest for this episode, Matt Peterson, co-founder and CMO of Jive Communications [3:44] Matt explains how he became the CMO of Jive [6:34] How Matt’s background in software engineering influences his current work in marketing [10:20] Drew asks Matt about his biggest learning curve when entering the marketing realm of Jive [13:35] What is at the heart of the Jive brand? [16:43] The top examples of Jive’s marketing campaigns that point to the core of Jive [21:25] Drew asks Matt about one of Jive’s most creative marketing projects [23:59] Another example of a Jive program that points to their core values [27:00] Brands and strategies from other companies that Matt admires [29:48] How to keep your marketing mind sharp and Matt’s top resources for CMOs [34:04] Matt explains some of the strategies Jive is implementing for better organizational success [36:00] Challenges Matt is tackling in 2018 The heart behind Jive Communications and how Matt’s background helps him in his position as CMO Drew and Matt discuss at length the heart of Jive Communications, and Matt attributes much of the company’s success to their “scrappy, blue-collar, bootstrap” approach. He understands that while their competitors may be larger and have more resources, Jive is able to tackle the industry and “punch above their weight class” with ease. Matt explains that by using his background in software engineering he is able to approach problems with an analytical mind that quickly links together the human intangibles found in marketing with what the data illuminates. Your company could benefit from hearing the story behind Jive’s foundation and current success, so be sure to listen. Tackling marketing verticalization the Jive way In order to effectively go after specific customers within their chosen target market, Matt needed to help Jive Communications find its optimal verticalization strategy. One of the best examples he explains to Drew involves the K-12 education system - a customer base that was notoriously hard to enter and change. By following Jive’s “scrappy” mindset Matt and his team were able to solve multiple problems for their education customers and ended up with dozens of new sales contracts. You don’t want to miss the full story of how Jive is shaking up the telecom industry, or the other fascinating examples of prime verticalization, so give this episode your full attention. How to keep your marketing mind sharp and Matt’s top two challenges for 2018 Matt explains to Drew that staying current in the marketing industry through continuing education is key to greater success. By attending conferences, reading voraciously, and having an incredible appetite for knowledge your marketing professionals are sure to stay at the top of their game. In this episode of Renegade Thinkers Unite, Matt discusses his top two challenges for 2018: communicating Jive’s differentiation points in better ways and nailing their outbound approaches. Be sure to listen to the full episode to catch the whole conversation. Connect With Matt Peterson: Jive’s website Connect with Matt on LinkedIn Resources & People Mentioned “Will it Jive?” - video marketing campaign Book: Traction: Get a Grip on Your Business by Gino Wickman Turning Marketing into Math, an interview with Jon Miller, co-founder of Marketo Book: How Brands Grow: What Marketers Don’t Know by Byron Sharp Connect with Drew http://renegade.com/ On LinkedIn On Twitter On Facebook On Instagram

As the CMO of Hootsuite, Penny Wilson has some fantastic insights into the social media listening industry and why identifying the customer voice of your company is essential. Not only is customer voice important for executing exceptional customer service but it can also be used as a tool to effectively communicate with executive boards and chief financial officers. Drew Neisser asks Penny about her journey towards Hootsuite and the top questions on why listening to your customers is critical. The idea of going “beyond marketing” is explored and Penny’s understanding of this concept is unparalleled. You can’t afford to miss their discussion on upcoming social media trends that could help your company grow by leaps and bounds. The top challenges faced by CMOs are also discussed in this episode of Renegade Thinkers Unite. It’s sure to be an educational and inspirational episode that you don’t want to miss. Subscribe on Apple Podcasts - Stitcher- or Podsearch What You’ll Learn [1:07] Drew introduces the guest for this episode, CMO of Hootsuite, Penny Wilson [4:40] How social media is helping companies go “beyond marketing” [5:57] Penny’s part in a new leadership team at Hootsuite [7:53] Unpacking the voice of the customer [13:02] Finding insights for your company through listening to the customer voice [19:43] Hootsuite’s challenge of breaking out of their original market [23:32] Drew asks Penny about the main challenges for CMOs [24:25] How can CMOs provide CFOs with the tools they need to understand the importance of marketing? [27:00] Social media opportunities that are often overlooked by companies [29:33] How AI can revolutionize the social media tools companies are using Customer voice is a tool that reaches beyond just marketing By taking the time to understand your company’s customers and the preferences and expectations they have, you can capture their collective voice. While this voice has obvious benefits in product/service development it can also allow you to examine their entire journey with your company. Listening to the voice of your customers allows you to build a culture that encourages the customer to direct the company and lets the customer lead. Devoted listening creates loyal customers which leads to valuable insights. The listening process should be built into every level of your company, with employees being empowered to become representatives of your company. For more information on how identifying your customer voice can be an asset to your company don’t miss this episode of Renegade Thinkers Unite. The greatest challenge faced by CMOs and how Hootsuite has conquered it Penny’s career in marketing has allowed her to understand some of the greatest challenges faced by CMOs today. One of the most prevalent issues is the constant need for CMOs to get approval from top-level company leaders for their social listening and marketing campaigns. This challenge requires CMOs to tie marketing to a tangible outcome - a challenge that can be solved by using hypothesis-driven tools and metrics. Dive into this episode of Renegade Thinkers Unite to discover how Penny and her team at Hootsuite are enabling companies to create more effective marketing campaigns by offering information on the returns on investment for marketing campaigns. The most overlooked opportunities that exist through social media listening Penny explains to Drew that the best marketers should be paying attention to the fact that not every customer or employee is 100% comfortable with social media yet. Educational training components can be built into the company culture or customer interface to allow those with less experience to catch up with the current trends and techniques. She also explains that while artificial intelligence is definitely making an appearance in the social listening spheres, it’s not going to overpower the human element of marketing and customer interaction. No matter how your company goes about social listening to uncover the voice of your customers, keep in mind Penny’s best acronym for marketing - SCALE - social, customer-centered, authentic, listen and learn, and engage. You and your company will benefit from listening to this episode of Renegade Thinkers Unite, so be sure to listen. Connect With Penny Wilson: Hootsuite Leadership Team webpage featuring Penny Connect with Penny on LinkedIn Follow Penny on Twitter Follow Penny on Facebook Resources & People Mentioned Hootsuite’s LiftMetrix tool Ep. 40 - “Meet McDonald's Maestro of Social Customer Care” Hootsuite Academy Connect with Drew http://renegade.com/ On LinkedIn On Twitter On Facebook On Instagram

For the 60th episode of Renegade Thinkers Unite, Drew Neisser interviews Peter Shankman - author, serial entrepreneur, and a world-renowned speaker on social economics. He is a top-tier expert on customer service, social media, public relations, and advertising - all while spreading the idea that incredible things can happen when creativity, determination, and ADHD meet. Drew asks him about best advice for entrepreneurs and how to work in your zone of focus on this engaging and entertaining episode. You’ll discover Peter’s ritual suggestions and what’s on the horizon for marketers in 2018. You don’t want to miss Peter’s insights into the top marketing mistakes to avoid. He also uncovers why social media relates so strongly to marketing and the foundational beliefs behind storytelling and public relations. Drew and Peter’s conversation will leave you wanting more, so be sure to listen. Subscribe on Apple Podcasts - Stitcher- or Podsearch What You’ll Learn [0:50] Drew introduces the guest for the 60th Renegade Thinkers Unite episode, Peter Shankman [4:00] How Peter was able to write a book in 31 hours after finding his zone of focus [6:24] Ritual suggestions for marketers in 2018 [12:00] New ideas on the horizon for marketers [13:00] The importance of public relations in B2B marketing [15:14] Public relations and marketing mistakes to avoid in the new year [19:00] How do we measure public relations? [22:28] Social media and how it relates to marketing [25:18] Why Twitter is becoming less valuable in a B2B marketing situation [28:35] Best use of social media as a brand within the marketing mix [30:14] Rapid fire questions with Peter Shankman Why finding and working in your zone of focus is critical for ultimate success When Peter had two weeks to finish (and start) a book he had committed to writing, he did what works best for his brain. He booked a roundtrip flight to Tokyo and wrote all ten chapters of the book over 31 hours. While this type of work schedule may not be ideal for everyone, Drew and Peter discuss the importance of finding what works for you and focusing solely on tactics within that zone. As conversations about resolutions become increasingly more abundant, Peter counters that line of thinking by explaining that “resolutions fail, but rituals succeed.” To learn more about Peter’s story and to learn from his successes don’t miss this stellar episode of Renegade Thinkers Unite. The top marketing trends to look for in 2018 2018 is sure to be a cornerstone year for individuals and businesses alike. Peter talks with Drew about why listening is of utmost importance in the marketing realm, but why it has to go beyond listening for a break in conversation so you can share your thoughts. They also discuss why conversations across the world are moving away from distrust and into an age of wanting to believe in the truth again. Understanding hot topic ideas such as blockchain, cryptocurrency, and why Twitter’s heyday may be ending are all covered on this episode, so be sure to take the time to listen. Public relations in B2B marketing and why having an audience is a privilege - not a right As B2B marketers it’s key to understand how public relations relates to your company. Public relations helps people to believe the information they’re consuming, which is key for audience engagement. The audience your company targets deserves high-quality content delivered on a timely basis, and Peter explains that companies should never take their audiences for granted. Connecting what you have to what the industry needs, and conveying it in a thoughtful, concise manner, is a key PR strategy in B2B marketing. You can’t afford to miss the rest of Peter’s insights that will help you start off 2018 with a burst of productivity, so don’t miss this episode of Renegade Thinkers Unite. Connect With Peter Shankman: Peter’s personal website Peter’s ShankMinds: Breakthrough website Connect with Peter on LinkedIn Follow Peter on Twitter Follow Peter on Facebook Resources & People Mentioned Peter’s founding company, Help A Reporter Out Peter’s books on Amazon Drew’s 2013 interview with Peter, “Nice Companies Finish First” Connect with Drew http://renegade.com/ On LinkedIn On Twitter On Facebook On Instagram

On this episode of Renegade Thinkers Unite, Drew Neisser asks CMO of NetBase Solutions, Paige Leidig, the top questions surrounding social listening and analytics. With over 80% of tweets mentioning brands and the social media analytics industry being a $2.7 billion operation, it’s critical to know how listening can increase your customer connections. Drew and Paige dive into social listening to give you and your business the best chance to hone your target market and utilize the best marketing channels possible. You’ll also discover how artificial intelligence in the form of Natural Language Processing can revolutionize your metadata processing. The toughest challenges and biggest surprises encountered in social marketing are covered in this episode. You also don’t want to miss Paige’s top tips for CMOs in 2018. This conversation is sure to provide critical social listening insights, so be sure to listen. Subscribe on Apple Podcasts - Stitcher- or Podsearch What You’ll Learn [1:40] Drew introduces this episode’s guest - Paige Leidig, CMO of NetBase Solutions [3:00] What is social listening and social analytics? [8:15] Paige shares a great example of social listening information used in revolutionary ways [10:12] The main three marketing channels most brands utilize [12:13] What is the state of the art technique for social listening? [15:36] How can you differentiate your competitive advantage via social listening? [16:59] Natural language processing (NLP) - Artificial intelligence to moderate meta social media data [20:52] Top areas marketers miss while listening to customers [23:49] Paige shares additional example stories on why social listening is critical [28:19] How changing your message for your target market can increase sales and customer engagement [33:35] Why customer stories are of utmost importance in B2B marketing [36:33] Paige’s tips for CMOs moving forward into 2018 [38:00] Common surprises encountered when entering into social listening The practical benefits of incorporating listening into your social marketing strategies The premise behind social listening is aggregating all public data that’s published on millions of social media platforms and analyzing it to provide key insights into your industry. There are multitudes of practical benefits to social listening, including having the availability to quickly change marketing techniques if the listening offers new feedback on how the market is reacting to a campaign. It enables your company to create content that adds value to the market and encourages high-level digital connections with your customers. Microsoft and Apple are only two examples of top-tier companies utilizing social listening in their marketing strategies and their successes are demonstrated across the board. To hear their full stories be sure to give this episode a listen. The top three channels used in marketing and how new technology can improve the data analysis process Paige walks Drew through the main three channels that brands utilize on this episode of Renegade Thinkers Unite. The company’s own channel is the most obvious, followed by partnered content channels. But the most valuable channel is through earned content - where people are talking about your brand/content and the signature characteristics that they find interesting and applicable. The best insights come from this channel alone. In order to analyze all of the data that comes through the earned channel, companies should utilize a new form of artificial intelligence called Natural Language Processing or NLP. It automatically sifts through millions of posts, images, and videos to determine the main themes and sentiments of the messages. This data is analyzed across dozens of languages in real time and offers critically important insights into your social marketing strategies. You don’t want to miss this conversation, so be sure to listen to the full audio. Top social listening tips for CMOs and how to avoid the biggest mistake in marketing analysis If social listening is done correctly, your company has the opportunity to see huge progress made in your marketing campaigns. As 2018 approaches, Paige encourages other CMOs to be spending 80% of the marketing budget on digital marketing and to move beyond demographic marketing into psychographic marketing. He shares with Drew the biggest mistake to avoid in social listening, which is using false metrics derived from your own channel to drive marketing campaigns. There’s a whole world of opportunity that exists in your earned channel, you just have to be infinitely curious about your customers. You can’t afford to miss these applicable lessons from Drew and Paige so be sure to listen to this engaging episode of Renegade Thinkers Unite. Connect With Paige Leidig: NetBase team website featuring Paige Read Paige’s recent posts for NetBase Connect with Paige on LinkedIn Follow Paige on Twitter Resources & People Mentioned NetBase’s Natural Language Processing tool Paige’s “9 Social Media Metrics to Monitor” webinar Connect with Drew http://renegade.com/ On LinkedIn On Twitter On Facebook On Instagram

Drew’s guest on this episode, Juliette Rizkallah, has an MBA from Harvard University and over 20 years of marketing and cybersecurity experience. As the CMO for SailPoint, she has linked the idea of identity management to cybersecurity and built a brand that is synonymous with excellence. In this conversation, she and Drew offer your company the best tactics for brand building, how to differentiate your company from competitors, and why branding is important for employee buy-in and workplace fulfillment. Juliette believes that going beyond “FUD - fear, uncertainty, and doubt factor” marketing leads to customer empowerment and a solid foundation for your company to stand on for many years to come. On this insightful episode of Renegade Thinkers Unite, Drew and Juliette tackle some of the biggest challenges for new CMOs and discuss how to handle one of the biggest obstacles in any workplace - ensuring top executives buy into a marketing initiative. Juliette has some exciting ideas to share with you, so be sure to listen. Subscribe on Apple Podcasts - Stitcher - or Podsearch What You’ll Learn [1:22] Drew introduces the guest for this episode, Juliette Rizkallah, CMO of Sailpoint [2:30] How marketing influenced SailPoint’s recent growth in sales [5:26] The human element of data breaches [6:47] Juliette discusses the mission and strategy of SailPoint [8:05] How do customers emotionally buy into SailPoint? [11:46] What is branding? [13:20] How Juliette is helping SailPoint cut through the competition through branding [18:23] One great effort that Juliette did with SailPoint to differentiate the company [20:54] How to handle a competitor copying your branding efforts, and what that means for your company [27:02] Slow branding is better than fast branding = builds a better foundation [30:00] The biggest challenge as a new CMO who is building a new program [33:00] Advice for fellow marketing professionals [35:33] Drew’s summary of the episode How SailPoint built a brand that ultimately increased sales and moved away from FUD tactics When Juliette joined SailPoint two years ago, their existing branding efforts were not linking the impact of identity management to cybersecurity. She led the efforts that brought SailPoint back to their mission and core values, which “gives enterprises the power to grow, expand and innovate, securely and confidently via innovation, integrity, impact, and individuals.” SailPoint moved away from relying on FUD techniques to incite fear in their customers and demonstrated to them the “power of identity.” Juliette explains that by empowering your IT team and taking away the minutia of cybersecurity work, they are better equipped to focus on company growth - which leads to great fulfillment. These combined efforts led to an exponential growth in sales, increased customer satisfaction, and improved company culture and morale. You can learn how to make these benefits come to fruition at your company if you listen to Juliette’s full story on this episode of Renegade Thinkers Unite. So a competitor copies your branding efforts? What’s next? After the intense branding process, SailPoint was faced with a large competitor copying their efforts - unfortunately, a common problem in B2B environments. Drew and Juliette discuss the emotional discovery and how SailPoint turned a potential conflict into a reflective exercise. She explains that while the competitor copied SailPoint’s tagline, they could not capture what made SailPoint an exceptional and unique company. Simply changing color schemes and logos does not bring about real change, and clinging to that mindset got Juliette’s team and SailPoint through the challenge. She encourages other CMOs to accept the issue, move past it, and know that those who go through the long process of building a brand will ultimately find more success than those who simply copy the work of others. Slow branding is better than fast branding, and why a firm foundation is critical to company success and workplace fulfillment Throughout this episode, a common theme of Drew and Juliette’s conversation is that “slow branding is better than fast branding.” When she began the process of building a brand at SailPoint it was ten months later before real internal and external change was recognized. “We decided to do it well rather than fast,” Juliette explains, and she recognizes that this mindset can be challenging with sales teams, marketing qualified leads, and executive boards looming. This process can excite employees and refresh the ideas behind why the company exists and why employees have dedicated time to its efforts. You can implement her same problem-solving techniques at your company and build a branding platform that you can use for many years to come. Be sure to listen to this episode of Renegade Thinkers Unite to take advantage of Juliette and Drew’s CMO experience and learn why effective branding can differentiate your unique company from the rest. Connect With Juliette Rizkallah: SailPoint’s Executive Team Website Juliette’s Forbes archive Connect with Juliette on LinkedIn Follow Juliette on Twitter Follow Juliette on Facebook Resources & People Mentioned “Marketing Today with Alan Hart” podcast Chanel’s marketing videos SailPoint’s “Identity is Everything” initiative Connect with Drew 917-679-8852 (Text “renegade thinking” so we can talk about how to cut through the noise as a marketer) http://renegade.com/ On LinkedIn On Twitter On Facebook On Instagram

With more than 15 years of healthcare marketing experience, Senior Vice President of Marketing at Binary Fountain, Aaron Clifford, talks with Drew in this episode about the importance of understanding what your customers are saying about your brand. As you listen to this episode of Renegade Thinkers Unite, you’ll discover the top strategies you can implement during your first 6 months on the job as a CMO for a new company. Drew not only asks why customer experience should matter to company administrators, he and Aaron talk about the top marketing lessons current CMOs need to know in order to succeed. Critical topics such as reviewing past marketing attempts and accomplishments and the importance of owning a problem are all covered on this episode. You’ll enjoy this conversation and you can’t afford to miss Aaron’s insights, so be sure to listen. Subscribe on Apple Podcasts - Stitcher- or Podsearch What You’ll Learn [0:32] Drew introduces his guest, Aaron Clifford, Senior Vice President of Marketing at Binary Fountain [1:25] The story behind the name and purpose of Binary Fountain, and how Aaron came to be with the company after 15 years of healthcare marketing experience [7:00] Top tips for the first six months as a CMO at a new company [12:17] Why customer experience should matter to company administrators [13:21] How do you market a service to large companies? [19:00] Suggestions from Aaron to make webinars more impactful [21:51] Secret to making online events work - market the heck out of them [27:17] Trick to using RFPs for internal company success and to increase functionality on digital marketing platforms. [29:58] How did Aaron have the confidence to take on such a large risk at a new company? [32:38] Top marketing lessons from Aaron for other CMOs How Aaron Clifford tackled the issue of listening to conversations to enhance customer experiences The name Binary Fountain evolved from a simple brainstorming session with company developers. Since that initial discussion, Binary Fountain has become synonymous with creating exceptional customer experiences through enhanced marketing and conversational strategies. What began as a felt need - How do you sift through enormous amounts of healthcare-related customer feedback? - has morphed into a world-class operation that seeks to “leverage patient feedback to impact revenue and operations.” During his first six months in his role as CMO Aaron went on a “listening tour” and simply asked why employees were working with Binary Fountain. What he found will surprise you. Be sure to listen to this engaging episode of Renegade Thinkers Unite to discover what he found. Why should customer experience matter to company administrators? Customer experience is a huge part of brand management. Aaron explains that “You are not what you say you are - you are what others say you are. That’s your brand!” By ensuring that every interaction with every customer is exceptional, you are not only creating brand loyalty but also enabling your company to do better in its overall operations. If your marketing tactics such as utilizing social media platforms and having creative website interfaces create an atmosphere of support and engagement, your customers’ satisfaction will improve dramatically. For more insights on why customer experiences should matter at a company’s highest levels don’t miss this episode. Tired of lackluster online events? Check out these industry secrets for stellar webinar sessions Drew and Aaron discuss how you can make webinars more impactful on this episode of Renegade Thinkers Unite. Here is an example: Live webinars allow you to connect with your customers in a tremendous way but they are of no use to your company if they aren’t marketed correctly. Enhancing the marketing strategies for your webinars will allow you to increase your registrants for the event and increased registrants will combat the level of attrition that comes with the territory of webinars. And if you partner with industry leaders for the webinar, your company now has a bullet-proof way to disperse information and connect with customers. Don’t miss this helpful, webinar-focused part of the conversation on this episode of Renegade Thinkers Unite with Drew Neisser. Connect With Aaron Clifford: Binary Fountain’s spotlight on Aaron Clifford Connect with Aaron Clifford on LinkedIn Resources & People Mentioned Text “content audit” to (917) 679-8852 for world-class content National Donut Day Ep. 42: Why The Best Talent is Going Client-side w CMO of Boxed.com Connect with Drew 917-679-8852 (Text “renegade thinking” so we can talk about how to cut through the noise as a marketer) http://renegade.com/ On LinkedIn On Twitter On Facebook On Instagram

For some time now the social marketing campaigns of most brands have consisted of scheduling out loads of content through Buffer or another social management tool and letting it run. Kevan Lee, Director of Marketing at Buffer says your promotions, blog posts, and podcast episodes are undoubtedly filled with valuable insights, but a shift is taking place in the social media world that demands you modify your strategy. Users of social media - the very ones you’re trying to reach - are valuing the “social” part of social media more than the “media” part. In short: Engagement matters more than publication. What does that mean for a brand? It means a new approach to social media is in order. To help us get our heads around what exactly that means, Drew recorded this conversation with Kevan and discussed the shifting social media landscape, how social marketing campaigns of the past must give way to genuine transparency and engagement, and how small to medium-sized businesses can do social right. Sounds intriguing, don’t you think? Be sure you listen. Subscribe on Apple Podcasts - Stitcher- or Podsearch What You’ll Learn [0:30] Why hell hath no fury like a social detractor and why businesses need to use it effectively to listen, learn and engage. [1:50] Kevan and the team at Buffer work in a fully remote team environment [3:00] The reason Kevan believes writing is vital for marketers to learn [4:26] The changes that have happened in the social media world: engagement matters more than publishing [6:19] How the Buffer team markets Buffer through engagement: No ROI for social [10:26] What does it mean to be “on brand” - the Buffer approach [14:59] Brands that have been using social media effectively these days [20:24] The biggest mistakes Kevan sees brands making on social [24:33] Buffer’s transparency ethic and how it impacts their planning and engagement [32:13] Kevan’s advice for medium-small businesses when it comes to social Most social media activity is crap simply because brands feel they HAVE to schedule something to publish. Try on a new social marketing approach: Be active, be on brand, be engaged As Drew and his guest, Kevan Lee, of Buffer spoke about current social media trends, Drew pointed out how much of what’s out there is the epitome of irrelevance. Most brands are guilty of adding to the noise instead of adding to the conversations already happening on social. Kevan responded by saying that a good social campaign these days involves being active (and he’s got an interesting definition of what that means), being “on brand,” and being engaged. In this conversation, he shares clear explanations of how a small to medium sized company can pull off each of those 3 elements of effective social, so don’t miss this conversation. If you don’t have something meaningful to say in a week’s time, your brand has bigger problems The biggest part of being a brand that adds true value on social media is to only post things that are truly relevant and valuable. But because the “old way” of doing social marketing insisted that companies fill up their channels with content (relevant or not), many in the marketing department are scratching their heads about what it means to be truly meaningful. Kevan Lee, Director of Marketing at Buffer says if you don’t have something meaningful to say in a week’s time, your company has a bigger problem than you realize. Find out what he means by that statement and how he proposes companies adjust their social media strategy on this episode of Renegade Thinkers Unite. Be among the 20% of brands who actually respond to mentions on social media Engagement matters on social media, especially for companies. But Kevan Lee points out that only 20% of companies these days even respond when they are tagged or mentioned on social. It’s unthinkable when you realize that the person who tagged your company is likely a customer or prospect - the very people you’re looking to reach. So naturally, the most obvious thing you can do to increase the effectiveness of your social marketing is to be among the 20% of brands that monitor your social accounts and respond when you’re mentioned. Start a conversation, engage, solve problems. That’s the “social” part of social media, and it works. Connect With Kevan Kevan’s profile on the Buffer page Connect with Kevan on LinkedIn Follow Kevan on Twitter Follow Kevan on Facebook Resources & People Mentioned Dogs in Politics Day National Blueberry Popsicle Month Mailchimp Red Bull GoPro Product Hunt On Twitter On Facebook The Seattle Times On Facebook On Twitter HARO - Help A Reporter Out Google Analytics Facebook Insights Ted Rubin - “There’s no ROI on ignoring” Connect with Drew 917-679-8852 (Text “renegade thinking” so we can talk about how to cut through the noise as a marketer) http://renegade.com/ On LinkedIn On Twitter On Facebook On Instagram