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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

30:33

164: “Feline” Groovy—Building Nala Cat’s...

Renegade Marketers Unite ·

2019/11/29

On this episode of Renegade Thinkers Unite, world-famous influencer Nala Cat—who is, in fact, a cat—joins RTU to meow her thoughts on brand building, partnership marketing, and her general marketing philosophy. As she usually does, Nala brought along her two interpreters/owners, Pookie and Shannon, to help put the Nala Cat marketing philosophy into words. In the discussion, they’ll explore exactly what goes into building Nala Cat’s brand, which is notable for—other than being awesome and

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45:16

163: Ambushing Goliath (The True Art of Challenger...

Renegade Marketers Unite ·

2019/11/22

If you’re a fan of renegade thinking, then you’ll probably be a fan of David Thompson, CMO of Freshworks, and serial bold marketer. His marketing has historically been fairly subversive, think responding to competitions’ hiring of Cindy Crawford with a RuPaul-led Superbowl commercial (in the early aughts). Or hiring a blimp with “#FailsForce” written on it to circle Salesforce Tower, the tallest building in San Francisco, and home of Freshworks competitor Salesforce. When asked about being afraid of

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47:10

162: Working Like a Spartan

Renegade Marketers Unite ·

2019/11/15

What comes to mind when you hear “Spartan?” Probably some version of the imagery found in 2006’s blockbuster, 300. Scenes of great battle, troops acting in perfect unison to overcome odds in a gritty, ticket-selling fashion. While the Spartan brand we’ll be discussing in this episode doesn’t boast life-threatening battles, it does feature some dramatic challenges, the kind that help to build teamwork. And given the importance of building and sustaining teamwork for the success of just about every

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37:08

161: Hitting the Books: Smartling’s Story-based...

Renegade Marketers Unite ·

2019/11/08

How many languages do you speak? No judgements here—just curious. But, a safe bet would say that the majority of people reading this have a primary language, and then a rudimentary understanding of a second (if that). Now, this is probably fine for the most part, but if you generate some content that needs to be consumed by prospects in other countries, you’ll need a translation service like Smartling. But, Smartling’s marketing doesn’t just revolve around citing how they solve business needs, it

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49:39

160: When’s the Right Time to Rebrand?

Renegade Marketers Unite ·

2019/11/01

“When the time is right, you’ll know.” It feels like an almost trope-ish answer to many of life’s questions, or like the vague wisdom from a mentor in a karate movie. Unfortunately, the utility of that phrase really doesn’t extend to executing a rebrand. So, how did Acquia know it was time to rebrand? Acquia, an enterprise software company, just topped $200 million in revenue, and has achieved 57% growth in the past three years. Clearly, they’ve been doing some things right, and can feel good

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42:39

159: Canna-tech: CRM for a “Budding” Industry

Renegade Marketers Unite ·

2019/10/25

A major CRM company, Springbig, is blazing a trail. They’ve become a go-to provider in the industry they focus on, they’ve got a 98% customer retention rate, and have their entire staff supporting a brand purpose: Help retailers accomplish their goals, every day. On this episode, co-founder and CEO Jeffrey Harris explains how they managed to come into a new industry and quickly establish themselves as key players. The kicker? The area that Springbig pivoted to focus on is the rapidly flowering,

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51:13

158: Why Avid is Powering Greater Creators

Renegade Marketers Unite ·

2019/10/17

Most CMOs “only” have to focus on businesses or consumers as their primary target. Avid, a multimedia tech company, actually markets products to both audiences, a challenge that CMO Melissa Puls relishes. For Puls, the buyer in either market is still a human, a person with creative ambitions. And while a giant TV network might be spending a lot more money on far more complex editing equipment, their end goals are often the same – produce awesome content and share it with the world. As such, Puls

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47:30

157: From Shepherding to CMOing: How Simon...

Renegade Marketers Unite ·

2019/10/11

Simon Schaffer-Goldman, of Case Paper, is really just your run-of-the-mill CMO. Well, except maybe for starting out as a shepherd in New Zealand. Also, maybe his portfolio of stunning photography and his penchant for comedy writing are somewhat uncommon. Oh, and the willingness to lead a bold rebrand with a new approach that strays pretty far from the typical tone of B2B paper companies. Hm. Okay, maybe Simon isn’t so run-of-the-mill after all. Though, run-of-the-mill could make for some pretty

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25:38

156: Guidelines for Effective CMOs: A Conversation...

Renegade Marketers Unite ·

2019/10/08

On last week's RTU episode 155, Kim Whitler and Drew dove into a wide range of marketing topics, including exploring the CMO/CEO relationship in detail. Given the subject matter, it was only appropriate that the episode was recorded in the presence of 6 B2B marketing leaders. Now, in the second part of the interview, those marketing leaders start guiding the discussion. Tune in to hear their questions on the subjects of branding vs. demand budgets, how CMOs should engage with other C-suite

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43:14

155: Why CMO Troubles Start with the CEO

Renegade Marketers Unite ·

2019/10/04

What do you get when you combine a dash of academic rigor, a hint a marketing obsession (in the best way possible), a few critiques of modern CMO tendencies, and a live audience of some of the sharpest B2B marketers out there? That’d be this week’s episode of Renegade Thinkers Unite, with Kim Whitler, Assistant Professor of Business Administration at UVA’s Darden School of Business. Host Drew Neisser and Kim cover quite a bit of ground on this one, drawing on Kim’s 250+ published Forbes

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30:29

154: The B2B Persona Problem

Renegade Marketers Unite ·

2019/09/27

In the age of 1:1 personalization, it might be considered heresy to suggest that persona-based marketing is a false idol. But hey, we’re renegades, so of course we’re going to challenge convention. The idea of personas is not necessarily bad. You can never know enough about your target audiences especially when facing 11-person buying committees as is the case with so many enterprise sales efforts. But there is a big difference between 1:1 personalization and personas, which are often an

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40:05

153: Mild to Wild: CPG to Software (Intuit)

Renegade Marketers Unite ·

2019/09/20

When Intuit’s Mary-Ann Somers took over as SVP & Chief Growth Officer of the Consumer Group business unit, she wanted to build upon the success of her predecessor, and encourage a culture of experimentation. She wanted a marketing machine that led with inquiry, holistically understood the business, and got close to its customers. She wanted big things for the consumer business—of course, when you're Intuit, which pulls in about $7B in revenue annually, employs over 8,000 people, and has a consumer

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40:35

152: What B2B Marketers Can Learn From Drinking (and...

Renegade Marketers Unite ·

2019/09/13

At Drugstore Publicis, a luxury shop on Champs-Élysées, you’ll find more than a typical pharmacy. You’ll find Joel Robuchon’s L’Atelier Etoile restaurant, a bookstore, a cinema, imported olive oils, cigars, and wines. Plus, they are also actually a drugstore in case you need a prescription filled. This summer, you may have also found host Drew Neisser chatting with Corneliu Vilsan, Director of Marketing Operations EMEA & LATAM for Pernod Ricard. Running the marketing of an international beverage

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44:28

151: Spurring Company & Category Growth at Brightcove

Renegade Marketers Unite ·

2019/09/06

If someone ran up to you and said, “Congrats, you’re now the CMO of a $165M tech company with about 500 employees,” what would you do? First, maybe celebrate a bit—that’s a pretty significant achievement—but next, you’ve got to form a plan. Are you pursuing growth? Acquiring companies? Rebranding? Pivoting away from tech and towards producing artisanal hand soaps? Granted, Sara Larsen, CMO of Brightcove (a $165M cloud video platform with about 500 employees), didn’t just get her role from some

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50:05

150: What Makes a Marketing Leader

Renegade Marketers Unite ·

2019/08/30

What’s it take to be a marketing leader? Well, you can have boundless knowledge of metrics, have a mind for strategy somewhere in the neighborhood of Sun Tzu’s, and write copy that would make Hemingway blush, but just having the sharpest tools on your belt won’t cut it. Above all else, you need to able to mobilize your team. As Thomas Barta puts it, you need to be energetic, you need to inspire, and you need to be a role model. As the authority on marketing leadership, you’d be wise to heed his

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36:33

149: Women in Marketing: Hard-Earned Lessons

Renegade Marketers Unite ·

2019/08/23

In this special episode, three accomplished CMOs share their experiences as women in the marketing world. The featured guests include Kathy Button-Bell, SVP & CMO of Emerson, Tolithia Kornweibel, CMO of Gusto, and Jean English, who was CMO of NetApp at the time of this interview (she’s now at Palo Alto Networks). While the glass ceiling seems to have been broken for CMOs awhile ago, distinct challenges remain. Each of the guests explore the barriers they’ve overcome and share hard-earned advice on

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37:40

148: Making Leadership Connections (in Foreign Places)

Renegade Marketers Unite ·

2019/08/16

Bon jour, and welcome to the first-ever overseas RTU! This episode was recorded from Paris’ Charles de Gaulle airport. Why? This beautiful airport, in the spirit of the show, serves as a perfect symbol of breaking into new territories, and acts as a wonderful hub for exploration. Well… That, and this week’s guest, Jan Huckfeldt, had a flight to catch after this interview. After all, the former Global CMO of Motorola and Lenovo, and current chairman of Ledger’s advisory board, has quite a few places

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41:11

147: Redefining ADP

Renegade Marketers Unite ·

2019/08/09

Lorraine Barber-Miller, CMO of ADP, has a tough mission: make ADP a category of one. That means helping push her legacy brand past its perception of just being a payroll solution. And, though it's a tough goal, ADP's marketing machine has been firing on all cylinders and getting it done. Lorraine and her team have been hard at work implementing the company's first-ever marketing plan. They've crafted a new brand purpose to help differentiate in a crowded field, made a new character the hero of their

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39:27

146: Percolate Founder’s Best Practices for Content...

Renegade Marketers Unite ·

2019/08/06

In last week’s episode, we traced the career of Noah Brier from a copywriter who didn’t know what copy was, all the way to co-founder of an immensely successful content marketing platform that’s, to date, received north of $100M in funding. On the second part of the interview, Drew and Noah take a closer look at brand positioning and content marketing. Noah shares his thoughts on where brands are going too exclusive, and how orchestration is a thorn in content’s side. He also dives into the key

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37:36

145: The Unlikely Path of Percolate’s Founder

Renegade Marketers Unite ·

2019/08/02

Percolate, a software company, has received north of $100M in funding. Not a number to be scoffed at. In this episode—a fairly atypical one—Noah Brier, the founder, recalls and examines the path he followed to get to this point. Noah started with a job at American Demographics, a now-defunct marketing and advertising magazine, moved into a copywriting position (despite not knowing what ‘copywriting’ was) at a familiar agency (Renegade LLC!), and wound his way through a few other roles and side

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