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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

41:52

244: Banking on a Co-Branded Solution

Renegade Marketers Unite ·

2021/06/11

In recent years, a significant percentage of consumers—from 72-76%, based on various studies—would rather bank with a local institution than a megabank. So why don’t they? According to CMO Keith Brannan, it’s because local banks marketing budgets don’t stand a chance against the punching power of their larger counterparts. That’s where Kasasa comes in, helping community banks and credit unions earn their rightful share of the market through a co-branded solution. Tune in to this fascinating episode

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54:22

243: Oh FUD, Say Goodbye to Fear-Based B2B Marketing

Renegade Marketers Unite ·

2021/06/04

FUD, you ever heard of it? No, not Elmer Fudd, the Looney Toon set on hunting that wascally wabbit Bugs. We’re talking about FUD, the acronym for Fear, Uncertainty, and Doubt, a marketing tactic that focuses on the dangers customers face if they don’t adopt a product. In the B2B cybersecurity world, FUD-based marketing is quite popular, and while it's effective in many cases, the negative approach can have unintended consequences on company culture and brand perception. Enter Dan Lowden of HUMAN,

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52:27

242: So You Want to Create a Category?

Renegade Marketers Unite ·

2021/05/28

Category creation is the ultimate form of B2B brand differentiation. Think Salesforce and CRM, HubSpot and inbound marketing—these top-tier brands are the leaders in their category because they were the champions of it from the very beginning. It takes a lot of work to get there, however, and not all brands are made for category creation. This episode features three expert marketing execs who also happen to be veteran category creators—Chip Rodgers of WorkSpan, Gabi Zijderveld of Affectiva, and

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48:26

241: Forrester CMO on Practicing What You Preach

Renegade Marketers Unite ·

2021/05/21

If you’re a B2B marketer and you’ve never heard of Forrester, you’re probably not a B2B marketer. The world-renowned research and advisory firm has firmly established itself as one of the most influential of its kind, and in this episode, CMO Shirley Macbeth fills us in on how Forrester maintains its high status via ever-evolving brand strategy and dedicated brand activation. Having joined Forrester right when the world shut down in March 2020, Shirley dove headfirst into bringing Forrester’s Bold

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55:28

240: Structuring the Ideal B2B Marketing Department

Renegade Marketers Unite ·

2021/05/14

B2B success starts with carefully considered organizational design. Whether strategically allocating budget and staff across multiple marketing functions or managing a growing MarTech stack, organizational design is no easy task. In this episode, CMOs Kathie Johnson of Talkdesk, Anna Griffin of Smartsheet, and Melanie Marcus of Surescripts discuss how they’ve structured their marketing teams for today and tomorrow, aligning to C-Suite expectations and adapting to both predictable and unexpected

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43:35

239: B2B Brand Transformation in 3 Acts

Renegade Marketers Unite ·

2021/05/07

Powerful narratives tend to follow a 3-act story structure: the setup, the confrontation, and the resolution. Act One is about establishing characters and their challenges in the world they live in; Act Two is about the actions they take in response to said challenges; and Act Three brings the story to a climax, effectively giving characters a new sense of who they are. In this fascinating episode, CMO Paul Stoddart lays out the 3-act story behind Epicor’s recent brand development. Tune in to

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54:27

238: The B2B Vertical Marketing Playbook

Renegade Marketers Unite ·

2021/04/30

Artful marketers don’t just chuck paint at the wall and hope people notice, they come with a full set of brushes and an eye for detail. It’s this focus that can lead to some really effective, targeted marketing campaigns, and in this episode, we’ll be exploring the medium called “Vertical Marketing.” There’s a lot to sift through when it comes to building a robust B2B vertical marketing program, but Ian Howells of Sage Intacct, Lynne Capozzi of Acquia, and Mika Yamamoto of F5 are great guides. Tune

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49:55

237: Accenture’s CMO on B2B Brand Development

Renegade Marketers Unite ·

2021/04/23

How is a CMO to roll out a new brand, purpose, and business strategy all at the same time? As Accenture’s CMO Amy Fuller says, “Instead of focusing on speed to the answer, focus on inclusion of the process.” This episode with Amy dots all the i's and crosses all the t's as she walks us through why Accenture decided to rebrand, how they developed their purpose, and how they’ve brought it to life and redefined their business strategy. With a wealth of insights into the true value of a dedicated brand

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40:01

236: Balancing Brand and Demand

Renegade Marketers Unite ·

2021/04/16

Which came first, brand or demand? It's an age-old question in the B2B world, especially for B2B CMOs who understand the delicate balance between growing a powerful, lasting brand and a demand gen engine that delivers results. Enter CFA Institute, a leading association of investment professionals with a global reach and a strong brand identity. In this episode, CMO Michael Collins shares exactly how CFA balances brand and demand while managing a robust MarTech stack, adjusting strategy where needed,

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45:28

235: Brewing a Simple B2B Brand Story with Tealium

Renegade Marketers Unite ·

2021/04/09

When CMO Heidi Bullock joined Tealium in 2019, her mandate was to grow the company from great to greater. Tealium already had a solid standing in the customer data management space when she arrived, having reached over $100 million in ARR with no plans of slowing down. Heidi dove in immediately, directly reaching out to customers and partners to figure out how to level up the brand. Tune in to hear Heidi spill the tea on how Tealium simplified its brand story, infused it into the organization, and

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51:35

234: B2B Marketers Marketing to Marketers

Renegade Marketers Unite ·

2021/04/02

Like any good magician, a great marketer never reveals their secrets. The best marketing is so good that it wows its target audience on the stage, but when that audience is a group of marketers, things become a lot trickier. It’s like pulling a rabbit out of a hat at a magician’s convention—your fellow marketers already know all the tricks of the trade, so they are that much harder to impress. In this episode, we spoke with three master CMOs of marketing to marketers: Norman Guadagno of Acoustic,

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43:36

233: One Marketer’s Change Management Playbook

Renegade Marketers Unite ·

2021/03/26

When Johnny Smith Jr. joined Encompass Health as VP of Marketing, he was tasked with a tall order—to create a strong, growth-oriented marketing department. The change management job would involve a complete rebuild, but luckily for Encompass Health, Johnny’s strategic approach to marketing transformation and diplomatic leadership helped them align the organization in 12 months. Tune in to hear Johnny’s in-depth, step-by-step guide to building a marketing organization. From establishing guiding

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51:02

232: Finding the Perfect CMO Gig in 2021

Renegade Marketers Unite ·

2021/03/19

The executive job search is all about taking a consultative approach. For CMOs, it’s about using interviews to truly understand the pain points of an organization and to measure their values against your own. It’s about setting expectations so that, once hired, the CMO be able to deliver both quick wins and big wins that have a lasting impact. And now, Post-COVID, it’s also about doing all of those things virtually. This episode comes from a livestream we recorded in January 2021 with three guests

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47:41

231: How to Build a Great Brand Reputation

Renegade Marketers Unite ·

2021/03/12

Joan Jett may not care too much about her bad reputation, but for B2B CMOs, it’s a totally different story. Marketing executives know the incredible business value of a strong brand and, like this show’s guest Rebecca Biestman of Reputation says, “Brand building and reputation building takes years and a lot of tiny acts.” In this week’s show, Rebecca joins Drew to discuss Reputation’s recent brand refresh. The reputation management brand has not only shed its “.com,” it’s also established its new

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46:15

230: A New Playbook for B2B Marketers

Renegade Marketers Unite ·

2021/03/05

The events of the past year have been nothing short of disruptive. Life as we know it has changed, and while we (as individuals, as marketers, and as brands) are all looking forward to things going “back to normal,” things aren’t going to look quite the same as we remember. But that’s not a bad thing—B2B marketers have proved over and over again that they are agile, resilient, and a true asset in the B2B world. In this special 230th episode, Drew explores the new normal for B2B marketers. Wielding

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42:13

229: Growing a B2B Juggernaut

Renegade Marketers Unite ·

2021/02/26

Since CMO Ran Avrahamy joined AppsFlyer in 2013, the SaaS mobile marketing company has grown from 12 employees to over 1,000, from a small tech startup to a worldwide brand. So, how exactly did AppsFlyer launch to such heights, and how did it adapt as it grew? Tune in to hear all about AppsFlyer’s zero budget, guerilla marketing in the early days, and how its “Be Everywhere” mantra drove the company’s growth. Ran also discusses how AppsFlyer has been helping all of its customers—whether they’re in

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41:28

228: Delivering Powerful B2B Marketing

Renegade Marketers Unite ·

2021/02/19

Prior to the pandemic, 40% of Sendoso’s program spend went to physical events that brought in a significant number of leads and got prospects to close. Such a reliable source of revenue for the brand suddenly became redundant in March, and as customers scrambled to figure out how to adapt, the pipeline froze in April. Luckily, Sendoso had a strong foundation, with a fully scalable marketing program and a robust marketing team. The sending platform immediately shifted its focus to providing

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55:23

227: B2B Virtual Events Done Better

Renegade Marketers Unite ·

2021/02/12

In-person events have always been gold for B2B brands. Accounting for 10-50% of B2B marketing budgets in 2019, B2B marketers relied on physical events as a massive revenue source, effectively filling the funnel with leads, closing deals, and extending customer contracts. This was not to be so in 2020. We all know the story—as marketers everywhere had to pivot to digital, events and event planning went virtual. Lift and shift was not going to work. Not only did B2B marketing teams face unanticipated

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41:54

226: Pandemic Pivot: Another B2B Success Story

Renegade Marketers Unite ·

2021/02/05

If you have a product that would really help customers adapt to the world of remote work, how do you sell it to them while being mindful of budget cuts, layoffs, and a global downturn? Take a page from HackerRank’s book. The B2B tech company’s remote interview solution was just what their primary personas needed, and CMO Jennifer Stagnaro knew that the product needed to be endorsed with empathy and generosity. In this episode, Jennifer shares how HackerRank transformed the remote interview

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44:03

225: Marrying B2B Brand to Customer Care

Renegade Marketers Unite ·

2021/01/29

Unless they were deemed an essential service, most B2B brands had to pivot their marketing strategy in 2020 to make themselves relevant in a world of digital transformation, lockdowns, and quarantine orders. This was especially challenging for brands that depended on in-person events—from the travel industry to the hotel industry to the restaurant industry, things were going to be tough. In this episode, Drew talks with CMO Dhanusha Sivajee of The Knot Worldwide (TKWW), a B2B2C brand that faced a

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605 results

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