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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

40:17

144: How to Be A Data Visionary & NetApp's CMO

Renegade Marketers Unite ·

2019/07/26

Millions of data points. A singular vision. Those are at the core of the new NetApp campaign, and the results were pretty significant. Over 70% of folks who saw the campaign saw NetApp as “a new company,” while website traffic tripled. So, yeah, pretty successful. So how’d they pull it off? A blend of tactful digital rollouts, account-based marketing, and more. It also came down to the idea of being a data visionary, and that, as CMO Jean English puts it, “everyone wants to be a visionary. On this

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46:29

143: Building a Culture Around an “Open” Purpose

Renegade Marketers Unite ·

2019/07/19

How do you become a $4-billion company by selling free software? It almost sounds like a trick question, but it’s been done. Just ask Tim Yeaton, CMO of Red Hat, a $4-billion, open-source software company. The marketing’s been a major driver of success, and as Tim Yeaton puts it, has been the glue that permeates across the company and enforces everything—from product, to community, to end user. Though Yeaton starts out by discussing how marketing supports large tech companies, and how it has

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42:28

142: Catching Waves and Going Carbon Neutral with the...

Renegade Marketers Unite ·

2019/07/12

How can a brand save the world? They could do something flashy, like repel an alien invasion or topple Godzilla, or they could do something real and substantive, like the World Surf League. When the WSL isn’t helping pro surfers shred the next big curl (are we saying that right?) or giving sports fans a great way to soak up some rays, they’re preparing for the future. As a sport deeply intertwined with the environment, that means committing to going carbon neutral. Sophie Goldschmidt, CEO of the

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42:33

141: B2B Brands Can Beat “Boring” and Bad Bounce Rates

Renegade Marketers Unite ·

2019/07/05

What does a B2B brand’s website have in common with a SuperBall? A significant bounce rate! Okay, maybe not the funniest joke, but it does transition well into discussing a pretty real issue with many B2B brands: they’re boring! There are plenty exceptions, of course, but far too often, B2B brands end up being, as this week’s guest puts it, “B2Boring.” Ryan Urban is the CEO & Founder of BounceX, a company that helps brands optimize their websites (and ditch the high bounce rates). In examining

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37:50

140: Navigating Modern B2B Media

Renegade Marketers Unite ·

2019/06/28

Email is still innovative...right? One might argue that email marketing has become the Facebook of marketing strategies— It was cool at first, it hasn't declined yet, but everyone and their grandmother is now on it. So what are the trendy marketing kids using now? Erik Huberman, CEO & Founder of Hawke Media, gives us the answer: SMS. As it turns out, customers only engage with marketing emails about 3% of the time, while the average click-through rate for SMS marketing tallies up to 30%. That's a

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37:48

139: Digital Superheroes: How Agari Makes a Bold...

Renegade Marketers Unite ·

2019/06/21

What do you need to make a big splash? A big ship, one would assume, is a terrific place to start. So that’s exactly what Agari used to launch their new brand, the purpose of which is written loudly and proudly on the walls of their headquarters: “Agari protects digital communications to ensure humanity prevails over evil.” That’s a pretty bold way of explaining that your company is an advanced cybersecurity firm for email. But a bold mission statement is exactly what companies need to grow. At

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43:42

138: Marketing Adobe: How Ann Lewnes Plants Flags and...

Renegade Marketers Unite ·

2019/06/14

How do you effectively lead the marketing efforts of a 20,000+ employee tech giant well enough to make it into the American Marketing Association’s Hall of Fame? Sure—the question may sound a bit specific, but that journey is chock full of valuable takeaways for marketers at any sized company, in any line of work. Lucky enough for RTU listeners, this week’s episode features Ann Lewnes. Ann is a recent inductee into the AMA Hall of Fame and is currently the CMO of Adobe, a company that doesn’t really

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41:26

137: Post-Sale Marketing and Keeping the Customer...

Renegade Marketers Unite ·

2019/06/07

Customers: What are they? Where do they come from, and what do they want? These are some of the great, cosmic questions we humans may never be able to answer. Just kidding, it’s actually (from a high-level, conceptual viewpoint) pretty simple. We’re all doing business with people, and people matter. If you keep your customer happy, great things happen. Going a little further, companies need to spend more time focusing on customer activation. Customers can and should be advocates for your brand, but

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40:16

136: How Research Can Supercharge Your B2B Marketing

Renegade Marketers Unite ·

2019/05/31

When you order a pizza, you want it delivered quickly. It should prepared, placed in one of those fancy heat-retaining delivery bags, and be at your door within the half hour. Boom. Simple. A brand transformation is not a pizza (stop the presses!). Most marketing endeavors, in fact, benefit immensely from first slowing things down. Do your research, let ideas cool off while you consider them, and make sure your efforts are built on a strong, deliberately crafted foundation. Then, order your team a

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34:18

135: How the Control Freaks at UTAK Are Cutting Through

Renegade Marketers Unite ·

2019/05/24

What’s your brand truth? Actually—let’s pull back a bit: what is a brand truth? You could give it a few different names, but in essence, your brand truth is a concise guiding principle that informs virtually every aspect of the company’s operation and, importantly, can’t be dismissed. In the case of UTAK, a toxicology quality control provider (serving chemistry labs, forensics experts, and more), they nailed it in two words: “Control Freaks.” On this episode of RTU, CMO, and Chief Control Freak,

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38:19

134: Building a Lean, Mean, Lead-Gen Machine

Renegade Marketers Unite ·

2019/05/17

About 5 years ago, Rebecca Stone joined LiveRamp and the CEO said, “I want you to be as sophisticated as possible in advertising, and how you use it.” At the time, the company had two sales development reps, a funnel that wasn’t necessarily feeding leads properly, and a young tech stack and tons of potential, so Rebecca got to work on the company’s digital transformation. Now, the company has a tech stack built from roughly 40 different tools, broken into different operating nodes, a marketing team

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40:59

133: Why B2B CMOs Should Mine Asteroids

Renegade Marketers Unite ·

2019/05/10

You might think the first step to asteroid mining is get a rocket ship. Usually you would be right. But on this episode of Renegade Thinkers Unite, Sean Regan, Head of Product Marketing at Atlassian, is taking a different approach. To Sean, mining an asteroid speaks more to the idea that a portion of your marketing, or overall company strategy, has to seek out untapped, sometimes hard-to-reach areas, otherwise you’ll just be chipping away at coal in the same mines as everyone else, looking for

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46:09

132: How SAP Hopes to Make the World Run Better

Renegade Marketers Unite ·

2019/05/03

If you were constructing a bingo board based on the lingo in tech company discussions, you’d have “disrupt” right in the middle square, as it’s basically a freebie. What’s far less common, is seeing a company actually follow through on that disruption, but that’s what SAP has managed to do. Alicia Tillman, CMO, has been hard at work trying to re-envision how SAP presents itself, largely driven by the CEO’s ambitious goal to crack the top 10 most valuable brands in the world. So, Alicia took the

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38:56

131: Turning Employees Into Brand Advocates

Renegade Marketers Unite ·

2019/04/26

In the utopian holster of magical marketing bullets, employee advocacy is right up there with viral videos (think Ice Bucket Challenge) and real-time marketing (remember Oreo’s ‘dunking in the dark’ social posts?) But, unlike the last two options, employee advocacy is actually something most companies can execute consistently, assuming they follow a few critical steps. First, you have to run a company that employees actually enjoy working at and feel comfortable advocating for. Second, you need to

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22:27

130: The Power of a Purpose-Driven Story Statement

Renegade Marketers Unite ·

2019/04/23

What the heck is a purpose-driven story statement and why are they so critical to successful marketing? These are the question Drew answers on the first-ever installment of Drew’s Takeaways, a special RTU episode where he distills and discusses key topics and themes of recent interviews. On this episode, Drew breaks down why and how a company can rally behind a powerful, purpose-driven story statement. Through the discussion of two such statements—one that worked, and one that fulfilled its

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38:09

129: How Purpose Drives Bank of the West

Renegade Marketers Unite ·

2019/04/19

A true, purpose-driven brand doesn't happen overnight. What it really takes is a goal, specific actions, and at times, a bit of sacrifice. For Bank of the West, their mission meant, in the short-term, potentially leaving money on the table in the name of responsible investment of customers' money, and transparency as to what that money was doing. That initial cost was worth it, as the long-term benefits, like new customers, talent attraction, and differentiation, outweighed any money lost. Now, when

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34:23

128: Brand Tracking and B2B Demand Gen with Gusto

Renegade Marketers Unite ·

2019/04/12

Payroll tends to be a purely transactional moment between employer and employee, but Gusto is working to shift that to being a "life moment," potentially one of delight (as receiving a paycheck should be!). Effectively reaching their audience while balancing internal alignment, a hefty tech stack, and their mission statement—to create a world where work empowers a better life—can be something of a juggling act. Tolithia Kornweibel, head of marketing, and her team at Gusto, are up to the task. On

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34:45

127: How Outdoor Propelled a B2B Startup

Renegade Marketers Unite ·

2019/04/05

Silicon Valley is home to thousands of B2B startups—and one of the the newest B2B unicorns. Brex offers a corporate credit card more built around the ever-changing needs of a startup, and they've been valued at over $1 billion. One of the secrets? Champagne and chocolate. Brex's overall success has tied heavily into their bold marketing, and on this episode of RTU, Chief Sales Officer Sam Blond, and CFO/CMO Michael Tannenbaum, discuss it in detail. From identifying your targets, to

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37:55

126: How Emerson’s Long-Time CMO Reduces Complexity

Renegade Marketers Unite ·

2019/03/29

Perhaps Kathy Button Bell’s title should change from “Chief Marketing Officer” to “Chief Complexity Reduction Officer”—after all, she’s been simplifying things at Emerson Electric for over 20 years. Over that time, marketing has become complex due to the advent of new tools and the increased precision of targeting, among other things, but sometimes marketers need to shift their priorities towards making things easy to understand. On this episode of RTU, Kathy and Drew discuss unnecessary complexity,

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44:58

125: Keep It Human with Your Bots!

Renegade Marketers Unite ·

2019/03/22

Call an Uber, order from Amazon, book a hotel… You can do all of these things instantly—even at 4 AM. People today want commodities quickly and with round the clock access. Believe it or not, your B2B buyers are also people, and they probably want the same. Now, most businesses can’t man their websites 24/7 (unless you’re shelling out for night shift employees or lots of coffee)—this is where the chatbot comes in. But there’s an art to the bot—they shouldn’t replace humans, but should help

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