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PODCAST

Renegade Marketers Unite

Renegade Marketers Unite focuses on marketing innovators, uncovering the how, what and why behind their on-going success. Award-winning marketer, author, and entrepreneur Drew Neisser keeps these conversations interesting and inspiring, wrapping up each episode with on-the-spot analysis and insights for big marketers and those that want to be. For more information visit http://DrewNeisser.com/podcast

business marketing

All Episodes

47:53

284: The Thrill of Being a B2B Startup CMO

Renegade Marketers Unite ·

2022/03/18

Are startup CMOs gluttons for punishment? The CMO role is tough enough these days, but strap on high expectations, limited resources, and the pressure of a low life expectancy for startups, and you’ve got yourself a real challenge. For CMOs Allyson Havener of TrustRadius and Ajay Khanna of Explorium, startup is a way of life. They don’t see their roles as punishment; instead, they see an exciting opportunity to build something great in a fast-paced environment, with a close-knit team of others who

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45:38

283: Flipping the Funnel with Klaviyo CMO

Renegade Marketers Unite ·

2022/03/11

If you've ever wondered how much a CMO can do in a year to change the trajectory of a company, this is the episode for you. Enter Kady Srinivasan, who has kicked things up a notch at Klaviyo, a marketing automation platform dedicated to helping its customers discover a new, more effective way to grow their business. Grow their business how, exactly? By flipping the funnel on its head, focusing on the bottom first, which has resulted in something like 65x higher ROI for Klaviyo customers. In this

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41:53

282: CFO Panel: Investing in the CMO Role

Renegade Marketers Unite ·

2022/03/04

For a locked room labeled “Marketing Spend,” the CFO holds the keys. And they aren’t going to be quick to hand them over, either. This all-important alliance depends on the CMO’s fluency in CFO-speak, AKA how $1 into marketing will equal more $$$ out. Luckily, it’s not too hard a language to pick up. In this episode, we’re airing three Q&As with three CFOs who laid out their formulas for a great CMO/CFO alliance during a recent CMO Huddles Super Huddle (a bi-annual mega-huddle exclusively for

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45:33

281: Recruit, Retain, Rejoice: Upping Employee...

Renegade Marketers Unite ·

2022/02/25

What’s a B2B brand without employees? In a word, nothing. They are the lifeblood of any company—the ones who execute brilliant strategy, the ones who take care of your customers, the ones who represent your brand to the world. That’s what makes a renewed focus on employee experience (EX for short) so important, especially when The Great Resignation is a very real challenge today. In this episode, CMOs David Kirven of Reltio, Caroline Tien-Spalding of Aptology, and Michael Collins of CFA Institute

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44:30

280: A B2B CMO Asks, Drew Answers

Renegade Marketers Unite ·

2022/02/18

We’re switching things up for episode 280 of Renegade Marketers Unite. Instead of asking the questions, Drew will be answering them. Our special, stand-in host for this episode is Katrina Klier, CMO of PROS, who led the conversation for the benefit of her marketing team while taking a deep dive into Drew’s new book, Renegade Marketing: 12 Steps to Building Unbeatable B2B Brands. This discussion covers everything from how to rethink marketing metrics, to how to justify B2B brand spend, to the book’s

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46:42

279: What B2B CMOs Need to Know About CX

Renegade Marketers Unite ·

2022/02/11

When Dan Gingiss and his family went out to a nice steakhouse for his son’s 15th birthday, little did he know that he’d walk away with a perfect metaphor for how to deliver an extraordinary customer experience. Remarkable CX is as simple as replacing a birthday candle with a sparkler—the small, seemingly simple changes to the way you celebrate and serve your customers can go a long, long way. This episode comes from a CMO Huddles Bonus Huddle (re: a private Q&A) with Dan, an international keynote

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42:32

278: VMware CMO on Big-Time B2B Transformation

Renegade Marketers Unite ·

2022/02/04

VMware is going from big to bigger. To start, VMware has added 8,000 new hires in the last year, standing now at 37,000 employees strong. Not only that, but the mega-B2B brand has also expanded its offerings, spelling out a robust suite of services to encompass on-prem and cloud solutions. Such massive change requires a massive shift in mindset. In this episode, CMO Carol Carpenter shares how VMware’s value proposition transformed, how they introduced the new brand to employees and customers, and

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46:57

277: B2B Brands, Want to Grow? Go IPO

Renegade Marketers Unite ·

2022/01/28

A CMO doesn’t join a B2B organization to keep things the way they are, they join to lead that company into the next phase of growth. That’s the mindset that CMOs Noreen Allen (who recently stepped down after 10 years at Bandwidth) and Kevin Spurway of Similarweb have brought to their roles over the years, evidenced by the integral roles they’ve played in bringing companies public. In this episode, Noreen and Kevin share what it takes to prepare for an IPO and what it feels like to ring that bell in

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43:14

276: CEO Panel: Celebrating the CMO Role

Renegade Marketers Unite ·

2022/01/21

The CEO relationship is one of if not the most important alliance in a CMO’s world. It’s not going to be easy to do your job if your CEO doesn’t have your back. It’s an especially tough job if one’s CEO doesn’t believe in (or understand) the power of marketing, but it doesn’t mean that they can’t learn. In this episode, we’re airing three Q&As with three CEOs who know that marketing can transform B2B organizations into powerhouses: David Friend of Wasabi, Rana el Kaliouby of Affectiva (now Smart

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51:52

275: Calling All Compelling Content!

Renegade Marketers Unite ·

2022/01/14

Can your content cut through? Through the 27 touchpoints in a B2B buyer’s journey. Through the flurry of emails hitting everyone’s inbox every day. Through the clutter of millions of blogs, social posts, and videos online. It’s a heavy task for any company to run a truly remarkable content program, but when done right, it can boost your brand to new heights. In this episode, CMOs Jamie Gier of Ceros, Suzanne Reed of LBMC, and Heidi Bullock of Tealium gather together to discuss all things content

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48:35

274: B2B Renegade: Meet David Koerner, 75F Marketing VP

Renegade Marketers Unite ·

2022/01/07

75F is not here to market via Fear, Uncertainty, and Doubt (FUD). That’s why the smart building automation brand has banished the words "climate change crisis," and "global warming." Not because they are not dedicated to making the world a better, more sustainable place, no—that’s integral to 75F’s mission. In this exciting episode, 75F’s VP of Global Marketing David Koerner joins the show to share how 75F is marketing sustainability in a whole new way while going up against some heavy, well-known

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55:34

273: Honing Your Decision-Making Chops for 2022

Renegade Marketers Unite ·

2021/12/31

Decisions, decisions. We encounter them every day. Like whether to snooze your alarm one more time. What way to make your eggs in the morning. Whether or not your B2B brand strategy is in need of a revamp. Yes, some decisions are much more difficult than others, and in this episode, we’ll be discussing how to make great ones with CMOs Jennifer Davis of LEARFIELD and Jon Miller of Demandbase, as well as special guest Professor Kimberly Whitler of UVA’s Darden School of Business. Tune in while we

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57:04

272: What CMOs Need to Know About DEI

Renegade Marketers Unite ·

2021/12/24

The road to true Diversity, Equity, and Inclusion (DEI) is not a destination, it’s a journey. It’s one that many B2B marketers have embarked on in the last year, and for the CMOs of CMO Huddles, it’s a priority. To help CMOs navigate that journey, we hosted a Bonus Huddle (re: a private panel and Q&A) on the topic with DEI experts Cassandra Blackburn of Sprout Social, Cory Haynes of Salesforce (at Talkdesk at the time of the huddle), and Elisa Vincent of Skillsoft. The conversation was incredibly

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51:09

271: 2022: The Year We Dynamite Digital

Renegade Marketers Unite ·

2021/12/17

Webinar-itis. Virtual event absentia. Zoom gloom. Just a few of the pesky, present-day afflictions that pervade in an era of such rapid digital acceleration, where work-from-home is the norm and the return to physical events is still up in the air. As a result, B2B audiences are more discerning than ever. It’s up to the savvy CMO to remedy this “digital fatigue” with high-quality experiences, and in this episode, CMOs Shirley Macbeth of Forrester, Paul Stoddart of Epicor, and Amanda Carty of

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32:43

270: Renegade Wrapped: 2021 in Review

Renegade Marketers Unite ·

2021/12/10

Curious about Drew’s top hits for 2021? Well, this is the episode for you. From the rocket growth of CMO Huddles (a community for B2B CMOs that share, care, and dare each other to greatness, if you didn’t know) to the release of Renegade Marketing, this year has been one for the books—filled with ups and downs and a whole lotta B2B marketing lessons. Tune in for one of our special Drew-on-Drew episodes, where the Drews review 2021, covering top challenges CMOs are facing with recommendations for

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48:21

269: LTI CMO: The Shoshin of Brand, Demand, and Expand

Renegade Marketers Unite ·

2021/12/03

Want to teach an old dog new tricks? Teach them shoshin. It’s a word from Zen Buddhism that means “beginner’s mind,” a state of approaching any challenge with a childlike eagerness. It’s about infinite curiosity, about the constant learning process, about being an open canvas to all the possibilities out there. It’s the shoshin mindset that drives everything at LTI, a global IT and digital solutions company with 40,000 employees around the world. In this episode, CMO Peeyush Dubey shares how shoshin

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55:18

268: A Play-By-Play for the First 90 Days

Renegade Marketers Unite ·

2021/11/26

Want to win in the CMO role? It’s all about that first 90 days. Three months’ worth of work that can pave the way for success. And at the executive level, CMOs don’t go in blindly—these master marketeers are dedicated to finding the quick wins to prove their savvy while ramping up for long-term success. In this episode, Dave Bornmann of Association Analytics, Julie Kaplan of CareMetx, and Johnny Smith Jr. of Encompass Health describe their own approaches to the first 90 days at their current

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49:15

267: Analyzing B2B Analyst Relations

Renegade Marketers Unite ·

2021/11/19

Forrester. Gartner. IDC. These global market research firms can put your brand on the map, or they can tuck you into the doldrums of an undesirable quadrant. With a direct and well-trusted line to B2B customers, analyst relations are no joke, and the CMO plays an integral role in building up a mutually beneficial relationship that lasts. In this episode, CMOs Isabelle Papoulias of Mediafly, Carlos Carvajal of Q2, and Narine Galstian of SADA share their experiences navigating the world of analyst

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46:40

266: Univar Solutions Marketing Chief on the Science...

Renegade Marketers Unite ·

2021/11/12

When Univar, the second-largest chemical distributor in the world, acquired Nexeo Solutions, the third or fourth-largest, VP of Global Marketing Rob Whitney had a challenging task on his hands. This M&A wouldn’t be about absorbing a smaller company, it was about creating a whole new brand culture out of two strong organizations. Enter Univar Solutions. In this episode, Rob shares the story behind the brand consolidation, demonstrating a strong sense of what it takes to revamp a B2B brand that’s more

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51:32

265: Putting the Chief in Chief Marketing Officer

Renegade Marketers Unite ·

2021/11/05

Forget the notion of born leaders. Leadership is a skill that is that’s learned through practice, and even trial and error. It is a skill that needs continual refinement and is always a work in progress. In this episode, we explore the path to leadership with CMOs Amy Messano of Altair, Bill Strawderman of GS1 US, and Toni Clayton-Hine of EY Americas. Tune in as we focus on the “Chief” of Chief Marketing Officer, exploring many aspects of CMOing, from how leadership adapted during COVID to how to

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