Renegade Thinkers 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
Perfecting B2B Marketing Metrics
In this episode, we explore which metrics matter to the CMOs at three B2B organizations: Rebecca Stone of Cisco Meraki, Chandar Pattabhiram of Coupa, and Katie Risch of Centro. This insightful discussion is about how to demonstrate the value of marketing to the C-Suite, to your organization, and to the world at large. Tune in to learn about the best “brand-quisition” metrics, the state of attribution modeling today, why employer brand metrics are really important (even if no one thinks so), and more.
Banking on a Co-Branded Solution
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 earn their share of the market through a co-branded solution. Tune in to this fascinating episode with CMO Keith Brannan to hear how the FinTech and marketing services brand makes buying easy for its resource-constrained customers, why brands need to keep marketing in a downturn, how to use data to upsell a limited customer pool, and more.
Oh FUD, Say Goodbye to Fear-Based B2B Marketing
Dan Lowden of HUMAN, Kevin Sellers of Ping Identity, and Armen Najarian of RSA are three B2B CMOs in the cybersecurity world set on throwing FUD-based marketing out the door (FUD as in Fear, Uncertainty, and Doubt). Tune in to this fascinating episode to learn how these brands have found ingenious ways to differentiate themselves in an increasingly competitive market, why B2B brand values are essential to success, and more.
So You Want to Create a Category?
Category creation is the ultimate form of B2B brand differentiation. This episode features three expert marketing execs who also happen to be veteran category creators—Chip Rodgers of WorkSpan, Gabi Zijderveld of Affectiva, and Bernd Leger (now at Mimecast). Tune in to learn the ins and outs of category creation, like how to engage with analysts to build credibility, how you know you’re on the right track, and how to manage competitors as a category leader.
Forrester CMO on Practicing What You Preach
Having joined Forrester right when the world shut down in March 2020, CMO Shirley Macbeth dove headfirst into bringing the research and advisory firm's Bold at Work message to life and consolidating the recently acquired SiriusDecisions. Not only that, the Forrester's marketing team drank its own champagne, using data to increase marketing spend and narrow down its list of key target personas from 20 to 5 (as well as its product set from hundreds to a handful).
Structuring the Ideal B2B Marketing Department
B2B success starts with carefully considered organizational design. 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 change. Tune in to learn how the right B2B marketing structure can align Sales and Marketing, grow revenue, and transform marketing into an integral part of a B2B brand.
Drew, host of the Renegade Thinkers Unite podcast, highlights all aspects of business, entrepreneurship and more in this can’t miss podcast! The host and expert guests offer insightful advice and information that is helpful to anyone that listens!
Drew’s podcast, Renegade Thinkers Unite, is a refreshingly consistent source of diverse ideas from marketers who take risks to propel their brands to new heights. I listen at 1.5x and learn so much with every episode - from how to manage up, to new ideas for approaching marketing problems. Thanks Drew and guests for sharing your insights!
Drew, host of the Renegade Thinkers podcast, highlights all aspects of business, marketing and more in this can’t miss podcast! The host and expert guests offer insightful advice and information that is helpful to anyone that listens!