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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

46:36

184: Why CMOs Should Be CXOs Too

Renegade Marketers Unite ·

2020/04/17

Now more than ever, people want simplicity. They’re looking for simple solutions to complex problems, simple language to describe complex ideas, and simple experiences in an increasingly complex world. That’s why this week’s episode, recorded pre-COVID, is so poignant. Mika Yamamoto, the CMO and CXO of F5, joins us to share the ways she has transformed how they do business by asking one simple question: “Does this remove friction or add delight?” Mika discusses the advantages of combining the CMO

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49:39

183: Why Purpose Matters Even More in the Post-COVID Era

Renegade Marketers Unite ·

2020/04/10

Where do you go when you’re a guest on Renegade Thinkers Unite but can’t find a quiet place in the house? To the RV, of course! That’s where Ed Rusch, the VP of Marketing at Command Alkon, has set up his #WFH headquarters, working closely with his team as the company adapts to working remotely. Fortunately, the heavy construction software company isn’t new to big change—over the last three years, Rusch has led the launch of an impressive brand transformation, repositioning Command Alkon as a

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25:43

182: How Talkdesk Led the "Business Continuity" Curve

Renegade Marketers Unite ·

2020/04/03

It's impossible to have business continuity during a crisis if your contact center software is only designed to run on-premises (on-prem for short) and your employees can’t come into the office. This has become a serious issue for many companies in the recent weeks, because if your customers can’t reach your service team, it stops business in its tracks and, ultimately, adversely affects your brand. That’s why Talkdesk, a cloud-based contact center solution, made it their mission to bring on-prem

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37:07

181: Collaboration in a #WFH World

Renegade Marketers Unite ·

2020/03/27

Stack Overflow, an online Q&A community for developers, has a clear #WFH advantage—they’ve operated with a largely remote workforce for over a decade, and they’ve done it well, simultaneously growing their business and earning a spot on numerous Best Developer Website lists. That’s why, in response to COVID-19, they’ve made it their top priority to share their #WFH best practices and anticipate the challenges that more traditionally in-office businesses may be facing. On this week’s episode of

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29:07

180: Leadership During a Crisis

Renegade Marketers Unite ·

2020/03/20

As our CEO & host Drew Neisser so aptly puts it, “this an unusual episode for an unusual time.” There has been a lot to think about in recent weeks, and with the current COVID-19 pandemic affecting nearly every facet of life, it’s tremendously important—now more than ever—for leaders to step forward, take action, and lead by example. That’s why, on this week’s episode, Drew reflects on how you can take care of the people in your orbit: yourself, your family, your employees, your customers, and the

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46:48

179: CMO Mathematics with Service Express

Renegade Marketers Unite ·

2020/03/13

Joshua Leatherman has been CMO at Service Express for 9 years now—during that tenure, revenue has grown from 30 million to 130 million, marketing efforts now contribute a whopping 70% of qualified leads in their sales pipeline, and their NPS score is currently at 90. Behind these impressive numbers is a lot of hard work, gaining executive buy-in, inspiring staff with an employee-first organizational purpose, and building a customer experience that drives satisfaction and referrals. Leatherman is an

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46:59

178: Why Dell Boomi is Booming

Renegade Marketers Unite ·

2020/03/06

According to a Gartner Report, Dell Boomi leads the way as an innovative strategic partner for its clients in the Enterprise iPaaS category, with over 8,000 customers and a churn rate below 3%. That’s the biggest compliment you can get, especially if you’re a company with a large service component. What role did marketing play in developing these relationships and garnering this reputation? Drew sits down on this week’s episode with Mandy Dhaliwal, Dell Boomi’s CMO and certified sommelier, to

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38:45

177: A CMO’s Guide to Cultivating Customer Champions

Renegade Marketers Unite ·

2020/02/28

How important are your customers to your business? This one should be a no-brainer—the relationships you build with your customers are vital to success. Leaders that actively focus on customer engagement and satisfaction are able to nurture a customer-base that will champion your product on your behalf and help push innovation. With a wealth of experience under his belt, Chip Rodgers, CMO of WorkSpan, knows the quantifiable value of cultivating customer champions and is here to tell us how he

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42:29

176: Keep Calm and Acquisition On

Renegade Marketers Unite ·

2020/02/21

It’s tough enough to build a company’s marketing engine from the ground up, but Isabelle Papoulias, CMO of Mediafly, successfully navigated through not just one, but two acquisitions within a six-month period. What did she learn? Not all acquisitions are created equal: it was two weeks before their second acquisition announcement when Isabelle, in conversation with her CEO, realized they had an opportunity to completely pivot their brand messaging for the better and decided to scrap their original

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55:42

175: Digging Deep into Corporate Purpose

Renegade Marketers Unite ·

2020/02/14

When purpose moves front and center, a company can attract better talent and better customers. This is not conjecture. Dov Baron, via his leadership consulting practice, has proven it over and over. Dov, who is also a top podcaster, best-selling author and speaker, gets to purpose by asking the tough questions. No wonder he sees himself as the “father of dragons,” helping executive teams find their own distinct purpose, and a collective purpose for the organization. This means digging deep and even

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34:17

174: Finding Your Brand’s North Star

Renegade Marketers Unite ·

2020/02/07

Sometimes, the big ideas sort of just happen. That said, some magical brand moment isn’t going to just appear without some planning or effort—but sometimes, some small bit of genuine authenticity can grow into a brand pearl. That’s part of what happened with White Ops, and on this episode, Dan Lowden, CMO, discusses how. White Ops is fueled by their purpose-driven mission to disrupt the illicit economy built by cybercriminals; that mission has caught fire and stands as a sterling example of why

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42:45

173: Turning Obstacles into Opportunity

Renegade Marketers Unite ·

2020/01/31

“It’s not if—it’s how.” That’s how Karen Jones, CMO of Ryder, a supply chain management and logistics company, started wrapping up our interview. It’s also what she tells her team often, and an integral part of how they approach business hurdles. The key to their success, though, isn’t just relishing the opportunity to overcome a challenge—they also rely heavily on a deliberate, test-heavy approach where they have room to explore, experiment, and find bold solutions that work. Another crucial

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43:34

172: Effective B2B Brand Strategy: The Appetizer Version

Renegade Marketers Unite ·

2020/01/24

In this interview, host & Renegade CEO Drew Neisser actually sits down with, well, Drew Neisser. Maybe it’s half interview, half monologue. Either way, on this episode, Drew explores the concept of CATS. Not the fluffy, loveable-yet-tempestuous pets, but the four key traits for being an effective marketer that are absolutely crucial in developing an effective B2B marketing strategy. Listen in to learn about being an effective, creative marketer, crafting a brand, cutting the clutter in your efforts,

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49:08

171: Unlocking Employee Optimism

Renegade Marketers Unite ·

2020/01/17

In 2017, Jeff Perkins was champing at the bit to get started as CMO of ParkMobile, a parking assistance app based out of Atlanta. He saw the 7.5 million users, the hundreds of thousands of new users each month, and the awesome product driving everything. However, when he got going, he began to notice his enthusiasm wasn’t exactly the norm. Jeff joined the team following some significant board changes, executive changes, and turnover. As a result, the company moral was experiencing a sort of slump,

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43:25

170: Scaling “Scrappy” and Growing Your Audience

Renegade Marketers Unite ·

2020/01/10

One of the integral questions most marketers face is: How do I expand my audience? Well, you could draw up a new campaign, make a new product—heck, you could even bite the head off a bat; Ozzy Osbourne definitely reached quite a few new people in the 80’s with that stunt. Well, maybe that last one isn’t the best idea for businesses. Anyways, an important aspect is: you have to do something that works with your brand, resonates with the people who want to use your product, and is relatively product

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48:57

169: Small Tests, Giant Leaps

Renegade Marketers Unite ·

2020/01/03

As a veteran of Silicon Valley with tenures at multiple massive, industry-leading tech companies, Carl Tsukahara has developed a serious taste for adventurous testing, especially in B2B. That doesn’t mean just running around pushing buttons and selecting metrics at random, it means breaking free from the common snare of planning multiple meetings and emails before adjusting a small facet of the landing page for A/B testing. Speaking of A/B testing, Tsukahara’s career path has led him to currently

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42:51

168: Building A Challenger Brand with Matrixx Software

Renegade Marketers Unite ·

2019/12/27

When Matrixx started out in 2008, they were a David among Goliaths. People thought they were crazy to even try cracking a pretty crowded SaaS market for communications and digital services provider. Skip ahead a few years and they’re boasting 70% growth (for 3+ years!), 15% responsibility for the lead pipeline—which in a niche market like Matrixx’s is quite a feat—and, perhaps most impressive of all, a 100% renewal rate for the multi-year subscription model. You don’t see 100% all that often

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43:34

167: Big, Dirty, Greasy Marketing With Purple Wave

Renegade Marketers Unite ·

2019/12/20

Ask most senior marketing executives to describe their company, and you’ll often hear words like “workflow,” “optimization,” or “disruption” get thrown around. When you ask Dave Brotton, Vice President of Marketing, about Purple Wave, you’ll get something a little different—they like to say they “sell big, dirty, greasy equipment.” Now that’s a description with character. Purple Wave is, in fact, is in the business of big, dirty, greasy equipment—they are an online auction platform focused on things

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39:02

166: B2B Marketers Talking Turkey in Taxis

Renegade Marketers Unite ·

2019/12/13

What happens when you put an incredibly articulate CMO in a cab with the host of Renegade Thinkers Unite? Genuine fast-paced goodness, that’s what! Jennifer Renaud, CMO of Vertiv, a $4.5 Billion company that spun out of Emerson Power in late 2016, is absolutely riveting as she shares the stories of two large companies that abandoned well-known brand names with frightful results. The first company in question was Oracle. During her time there, Renaud witnessed the disappearance of both the Eloqua

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41:16

165: The Art of Changing Your Brand Name

Renegade Marketers Unite ·

2019/12/06

There is probably nothing more fundamental to marketing than your brand name. It usually takes years to build awareness and equity, especially the kind of equity that helps recruit employees, retain customers and attract prospects. So, when a company decides to change its name, that’s a really big deal or at least it should be given both the challenges of finding a new name and then rebuilding the lost equity. In this episode, Dave Deasy, CMO of TrustArc, formerly TRUSTe, walks us through their

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