Renegade Thinkers Unite: #2 Podcast for CMOs & B2B Marketers

Renegade Thinkers Unite: #2 Podcast for CMOs & B2B Marketers

renegade.com/podcasts
Host Drew Neisser


200: The Original Renegade Marketer: Dr. Benjamin Franklin
Aug 7 • 49 min
For Renegade Thinker’s Unite’s 200th episode, Drew travels through time to catch up with Dr. Benjamin Franklin, America’s first-ever marketer. While covering Franklin’s life and accomplishments, they discuss the value of humor in marketing, how to lead…
199: Today’s Resilience is Tomorrow’s Excellence
Jul 31 • 44 min
What does B2B excellence look like in a downturn? When faced with this question, the software company Coupa quickly adopted a story of resilience, and now their stock is skyrocketing. In this week’s episode, CMO Chandar Pattabhiram uncovers how they…
198: The Art of the Strategic Shortcut
Jul 24 • 35 min
Talend’s new 2020 playbook reflects the power of agility in the face of a crisis. After repositioning their messaging in just ten days with full C-level support, CMO Lauren Vaccarello and her team planned not just one, but three user conferences in under…
197: Rethinking Your Brand Promise…In a Hurry
Jul 17 • 36 min
In this remarkably frank episode, Jakki Geiger, CMO of Reltio, shares exactly how she and her colleagues shifted gears from a message of “winning” and found a new, more relevant message around “serving, protecting, and retaining.” It’s a story of agility,…
196: Raising the Bar with Virtual Events
Jul 10 • 47 min
If you’re looking for an example of a high-quality virtual event, you’ve got to check out Skillsoft’s Perspectives 2020. Drew did, and he was absolutely blown away by the online summit. In fact, it was so engaging that he just had to interview their CMO,…
195: Generating Demand with Content Marketing
Jul 3 • 42 min
CMO Richard Jones of Cheetah Digital has made quality, valuable content his top priority. Why? Because he knows that a well-oiled content engine will not only help their salespeople find and close leads, it will also engage customers and attract new…
194: Collaborating Creatively in the Zoom Economy
Jun 26 • 38 min
It’s important for CMOs and other leaders to help their teams Zoom smarter, not harder. In this week’s episode, Smartsheet CMO Anna Griffin shares tips and tricks for facilitating effective brainstorming sessions, like starting meetings with a frame break…
193: How National Instruments Became NI
Jun 19 • 36 min
A rebrand is not a campaign, it’s a new direction. That’s why NI (previously known as National Instruments) brought on their first-ever CMO, Carla Piñeyro Sublett. With a cross-functional team and full C-Suite support, they initiated an electrifying…
192: Decoding Your Company’s True Brand Purpose
Jun 12 • 35 min
In this episode, CMO Amy Messano shares the story behind Altair’s mid-COVID rebrand and how their purpose gave employees hope in an otherwise unpredictable moment—the true acid test for a successful brand refresh. Tune in to hear how she used her…
191: B2B Values to Solve Any Marketing Challenge
Jun 5 • 45 min
When do company values matter? Just ask today’s guest Peter Finter, the SVP and CMO at Couchbase: “It’s when you have to make a hard decision, that’s when values matter.” In this week’s interview, Peter shares the six unique values of the cloud database…
190: The Logistics of Purpose-Driven Marketing
May 29 • 42 min
Coyote Logistics is a 3rd-party logistics (3PL) provider with a pack mentality—focused on enabling its customers with industry-specific data, forecasts, and content—because you can only be as good as the people you serve. Tune in to this week’s episode to…
189: Keywords and Cocktails: SEO Recipes for B2B Success
May 22 • 29 min
With budget cuts looming (or already made), CMOs are suddenly being asked to do even more with even less. In this episode, Drew speaks with Geoff Atkinson, the founder and CEO of Huckabuy, a firm that helped radically improve our firm’s search presence.…
188: How RSA’s CMO Navigated Stormy Waters
May 15 • 51 min
What does leading through a crisis look like? If you want a real-life example of leadership in action, look no further than Holly Rollo, the CMO and SVP Transformation at RSA Security. Tune in to this week’s episode to hear how Holly has shifted…
187: Why B2B Storytelling (Still) Matters
May 8 • 55 min
Why does this matter in B2B, you ask? Tune in to this week’s episode to hear David’s expert advice on discovering brand story, and how to align the goals of your business across the board. He also answers questions from our live audience of three CMOs:…
186: Rebranding in a Pandemic — An Amazing CMO Story
May 1 • 45 min
Imagine you’ve spent the past year preparing to rebrand your organization, but then, the COVID pandemic brings the world to a halt. This is a moment for a big decision, do you still rebrand? Or do you put things on hold? For Julia Fitzgerald, CMO of…
185: What a CEO Wants in Their CMO
Apr 24 • 45 min
We’ve said it before and we’ll say it again: no CMO can succeed without the backing of their CEO. On this special episode, we’re joined not only by the CMO of Wasabi, Michael Welts, but also by his CEO, David Friend. They talk about how they’ve built…
184: Why CMOs Should Be CXOs Too
Apr 17 • 46 min
Now more than ever, people want simplicity. 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. With the battle cry “code connects…
183: Why Purpose Matters Even More in the Post-COVID Era
Apr 10 • 49 min
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, and on this week’s episode, he…
182: How Talkdesk Led the “Business Continuity” Curve
Apr 3 • 25 min
Talkdesk, a cloud-based contact center solution, made it their mission to bring on-prem operations home quickly so that businesses can continue thriving while also protecting their employees. Their first of many crisis-centered products launched one week…
181: Collaboration in a #WFH World
Mar 27 • 37 min
On this week’s episode of Renegade Thinkers Unite, we’re joined by Khalid El Khatib, Stack Overflow’s VP of Marketing, to discuss the things companies can do to not just keep their teams connected, but to continue collaborating and innovating as they work…
180: Leadership During a Crisis
Mar 20 • 29 min
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…
179: CMO Mathematics with Service Express
Mar 13 • 46 min
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…
178: Why Dell Boomi is Booming
Mar 6 • 46 min
When she joined in 2018, Mandy hit the ground running: she developed a company purpose within a six-week period (during a holiday, no less!), presented the positioning at the annual sales kickoff, and oversaw a complete rebrand with a clearer customer…
177: A CMO’s Guide to Cultivating Customer Champions
Feb 28 • 38 min
Chip Rodgers, CMO of WorkSpan, knows the quantifiable value of cultivating customer champions and is here to tell us how he nurtured these relationships from Workspan’s early startup days to now. Listen in to this week’s Renegade Thinkers Unite and learn…
176: Keep Calm and Acquisition On
Feb 21 • 42 min
Join us on this week’s episode of Renegade Thinkers Unite to hear all about Isabelle’s experience during Mediafly’s back-to-back acquisitions, how their campaign brought both expected and unexpected successes, and why ABM goes beyond marketing to give a…
175: Digging Deep into Corporate Purpose
Feb 14 • 55 min
On this week’s episode, Dov Baron and Drew are joined by a live audience of industry-leading CMOs, who weigh-in and help shape the engaging discussion about brand purpose. Listen in for more about the best way to find the why of your why, which questions…
174: Finding Your Brand’s North Star
Feb 7 • 34 min
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…
173: Turning Obstacles into Opportunity
Jan 31 • 42 min
In this episode, we’ll hear about how Karen Jones, CMO of Ryder, formed her marketing mindset through her career, and how learning from failures has helped shaped her current approach. Listen in for a candid conversation about the pitfalls of marketing in…
172: Effective B2B Brand Strategy: The Appetizer Version
Jan 24 • 43 min
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…
171: Unlocking Employee Optimism
Jan 17 • 49 min
Jeff Perkins, CMO of ParkMobile noted a moral slump in his workforce, and got to work crafting a clearer articulation of the company’s vision in a clear set of core values. Following that, an emphasis on employee engagement helped the company values and a…
170: Scaling “Scrappy” and Growing Your Audience
Jan 10 • 43 min
In this episode, Sara Varni, CMO of the cloud comms company Twilio, discusses how they’ve created marketing that they know their users will like and respond to. It ranges from gamified tutorials, to dev conferences, to sponsored hackathons at client…
169: Small Tests, Giant Leaps
Jan 3 • 48 min
As a veteran of Silicon Valley with tenures at multiple massive, industry-leading tech companies, Carl Tsukahara, CMO of Optimizely, has developed a serious taste for adventurous testing, especially in B2B. That doesn’t mean just running around pushing…
168: Building A Challenger Brand with Matrixx Software
Dec 27, 2019 • 42 min
In this episode, Jennifer Kyriakakis, Founder & VP of Marketing, talks about Matrixx Software’s journey from startup to top-5 brand in their industry. She shares how they’ve celebrated customer loyalty (hint: don’t make your case studies about your…
167: Big, Dirty, Greasy Marketing With Purple Wave
Dec 20, 2019 • 43 min
When you ask Dave Brotton, Vice President of Marketing, to describe his company, Purple Wave, you’ll get a pretty unusual answer: We sell big, dirty, greasy equipment. Now that’s a description with character. Purple Wave is sort of like eBay, but instead…
166: B2B Marketers Talking Turkey in Taxis
Dec 13, 2019 • 39 min
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…
165: The Art of Changing Your Brand Name
Dec 6, 2019 • 41 min
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…
164: “Feline” Groovy—Building Nala Cat’s 4.3-million-follower Brand
Nov 29, 2019 • 30 min
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…
163: Ambushing Goliath (The True Art of Challenger Branding)
Nov 22, 2019 • 45 min
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…
162: Working Like a Spartan
Nov 15, 2019 • 47 min
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…
161: Hitting the Books: Smartling’s Story-based Marketing
Nov 8, 2019 • 37 min
Smartling’s company values highlight humanity and personality, and they’ve found considerable success taking those values to heart when marketing. Tune in to hear more about their efforts, how they engage employees before rolling out a campaign, their…
160: When’s the Right Time to Rebrand?
Nov 1, 2019 • 49 min
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 about their success following a bold rebrand. So, how did…
159: Canna-tech: CRM for a “Budding” Industry
Oct 25, 2019 • 42 min
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,…
158: Why Avid is Powering Greater Creators
Oct 17, 2019 • 51 min
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…
157: From Shepherding to CMOing: How Simon Schaffer-Goldman Helps Case Paper Cut Through
Oct 11, 2019 • 47 min
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.…
156: Guidelines for Effective CMOs: A Conversation With 6 B2B Marketing Leaders
Oct 8, 2019 • 25 min
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…
155: Why CMO Troubles Start with the CEO
Oct 4, 2019 • 43 min
What do you get when you combine a dash of academic rigor (think: years of research and 250+ published articles), 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…
154: The B2B Persona Problem
Sep 27, 2019 • 30 min
A recent Gartner study found something a little shocking that warrants a considerable change to how businesses approach persona building. Basically, targeting has gotten too tailored, and is now hurting the odds of getting a purchase. On this episode, in…
153: Mild to Wild: CPG to Software (Intuit)
Sep 20, 2019 • 40 min
When Mary-Ann Somers took over as SVP & Chief Growth Officer at her company, she wanted to encourage a culture of experimentation. She wanted a marketing machine that led with inquiry, holistically understood the company, and got close to the consumer.…
152: What B2B Marketers Can Learn From Drinking (and It’s Marketing)
Sep 13, 2019 • 40 min
At Drugstore Publicis, a luxury shop on Champs-Élysées, Drew speaks with Pernod Ricard Director of Marketing Ops, Corneliu Vilsan, about how the global brand approaches marketing adjustments, innovation, measurement, and more.
151: Spurring Company & Category Growth at Brightcove
Sep 6, 2019 • 44 min
Sara Larsen, CMO of Brightcove, a cloud video platform, stepped into her role after an extensive career in tech marketing at companies like IBM and SAP, and immediately targeted growth—not just for the company, but for the whole category. Learn how she…
150: What Makes a Marketing Leader
Aug 30, 2019 • 50 min
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…
149: Women in Marketing: Hard-Earned Lessons
Aug 23, 2019 • 36 min
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…
148: Making Leadership Connections (in Foreign Places)
Aug 16, 2019 • 37 min
Bon jour! Welcome to the first overseas RTU, recorded at 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. Well… That, and this week’s guest, Jan…
147: Redefining ADP
Aug 9, 2019 • 41 min
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…
146: Percolate Founder’s Best Practices for Content Marketing
Aug 6, 2019 • 39 min
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.Now, Drew and…
145: The Unlikely Path of Percolate’s Founder
Aug 2, 2019 • 37 min
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 co-founder, recalls and examines the unlikely path he followed to get to this point.
144: How to Be A Data Visionary & NetApp’s CMO
Jul 26, 2019 • 40 min
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…
143: Building a Culture Around an “Open” Purpose
Jul 19, 2019 • 46 min
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,…
142: Catching Waves and Going Carbon Neutral with the World Surf League
Jul 12, 2019 • 42 min
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 and CEO Sophie Goldschmidt. When the WSL isn’t helping pro surfers…
141: B2B Brands Can Beat “Boring” and Bad Bounce Rates
Jul 5, 2019 • 42 min
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…
140: Navigating Modern B2B Media
Jun 28, 2019 • 37 min
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…
139: Digital Superheroes: How Agari Makes a Bold Mission Real
Jun 21, 2019 • 37 min
“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…
138: Marketing Adobe: How Ann Lewnes Plants Flags and Inspires
Jun 14, 2019 • 43 min
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…
137: Post-Sale Marketing and Keeping the Customer Smiling
Jun 7, 2019 • 41 min
On this episode of RTU, Kevin Spurway, SVP of Marketing at Appian, an enterprise application development platform, talks about the high level of commitment and effort required to really engage with customers, especially existing ones. He discusses what he…
136: How Research Can Supercharge Your B2B Marketing
May 31, 2019 • 40 min
A lot of things are great in part because they’re quick. Pizza delivery, for example, is straightforward—you call, they quickly prepare a pizza, and within half an hour it arrives. Brand transformations are not pizzas (stop the presses!). In marketing,…
135: How the Control Freaks at UTAK Are Cutting Through
May 24, 2019 • 34 min
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,…
134: Building a Lean, Mean, Lead-Gen Machine
May 17, 2019 • 38 min
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…
133: Why B2B CMOs Should Mine Asteroids
May 10, 2019 • 40 min
On this episode of Renegade Thinkers Unite, Sean Regan, Head of Product Marketing at Atlassian, discusses how marketing, and overall company strategy, has to seek out untapped, sometimes hard-to-reach areas, otherwise you’ll just be chipping away at coal…
132: How SAP Hopes to Make the World Run Better
May 3, 2019 • 46 min
When Alicia Tillman took the reins as CMO of SAP, one of her primary, overarching goals was to help the company become one of the top 10 most valuable brands in the world. SAP was ranked 21st at the time, and has since climbed to 17th, their fastest…
131: Turning Employees Into Brand Advocates
Apr 26, 2019 • 38 min
On this episode, Drew chats with Glenn Gaudet, CEO and founder of GaggleAMP, an employee advocacy enablement tool. In their conversation, Drew and Glenn dive into the issues most marketers face when developing these programs, how to build a culture of…
130: The Power of a Purpose-Driven Story Statement
Apr 23, 2019 • 22 min
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…
129: How Purpose Drives Bank of the West
Apr 19, 2019 • 38 min
On this episode of RTU, learn how Bank of the West CMO Ben Stuart and his team helped shape a relatively small financial institution into a competitive, purpose-driven company with marketing that doesn’t feel like an uninvited guest. The discussion…
128: Brand Tracking and B2B Demand Gen with Gusto
Apr 12, 2019 • 34 min
On today’s RTU, Drew and Tolithia Kornweibel, CMO of Gusto, talk about how to effectively build a demand engine, how to demonstrate value internally to gain support, and how to keep track of your brand through a balance of qualitative and quantitative…
127: How Outdoor Propelled a B2B Startup
Apr 5, 2019 • 34 min
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?…
126: How Emerson’s Long-Time CMO Reduces Complexity
Mar 29, 2019 • 37 min
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…
125: Keep It Human with Your Bots!
Mar 22, 2019 • 44 min
Dave Gerhardt, co-author of Conversational Marketing and VP of Marketing at Drift, joined RTU for a chatbot chat, and really digs into the value, and ideal usage, of these automated critters—proper handling can seriously boost lead gen and customer…
124: Gartner’s Expert on Making B2B Buying Easier
Mar 15, 2019 • 50 min
Nothing like a live audience to keep you on your toes! Third-time guest Brent Adamson, Distinguished Vice President, Gartner, joins Drew for a live conversation in front of an elite collection of B2B CMOs to chat about smarketing—and no, that’s not a…
123: Why Uberflip Says “F*** Content Marketing”
Mar 8, 2019 • 49 min
On this episode, Randy Frisch, the CMO & President of Uberflip, a content experience platform for marketers, talks about cutting through. Randy explains that you have to “Trojan Horse” your sales message inside a broader, topic of interest. The…
122: The Art of the Survey (Special Episode)
Mar 6, 2019 • 23 min
Leela Srinivasan, CMO of SurveyMonkey, took some time after recording her recent RTU episode to discuss survey creation with Drew. Well-constructed surveys are crucial for informing creative, effective marketing efforts. To learn more about artfully…
121: How SurveyMonkey Powers The Curious Internally and Externally
Mar 1, 2019 • 37 min
SurveyMonkey powers the curious! It is an incredibly easy and powerful tool for fielding surveys. It hopes to create a world of curious people, who are looking to find answers and solve more problems. Leela Srinivasan, SurveyMonkey’s CMO, chats with Drew…
120: What Modern Banking Can Teach Us About Marketing
Feb 22, 2019 • 50 min
Whether you’re a small business catering to a consumer, or an enterprise tech company targeting fortune 500 giants—the changes in how banks are approaching branding and marketing can provide a great template for successful marketing in the modern era,…
119: Be the Big Fish in Many Small Ponds
Feb 15, 2019 • 41 min
Vice President and Head of Marketing, Ian Howells, chats with Drew on this episode about how his employees identify different ‘micro-verticals’, or small sections of large markets, and how they then develop expertise in each of these to develop more…
118: Spotting Terrorist Plots and Rental Car Scratches - How This Startup Stays Flexible
Feb 8, 2019 • 28 min
UVeye is putting together technology that has an immense range of uses, is wildly innovative, and is—putting it plain and simple—cool! The company produces under vehicle inspection systems to scan and say “hey, something about this car doesn’t seem right”…
117: A Former CMO, Turned CEO’s Approach to Strategic Marketing
Feb 1, 2019 • 31 min
When you have to reach out to someone quickly, what do you usually do? Exactly! Send a text. So why aren’t more businesses text-enabling their phone lines? On this episode of RTU, Drew chats with Rob Chen, Brightlink’s CEO, and a former CMO. They chat…
116: The Need to Fail, Cars That See, and Defining Market Needs
Jan 25, 2019 • 26 min
CES never fails to be a revelatory experience, but this year marked a significant step closer to one of humanity’s longest-held dreams (or at least, one of Drew’s longest-held dreams): A Jetsons-style flying car! A key component of this tech-driven marvel…
115: How to Market and Succeed at Employee Communication
Jan 18, 2019 • 37 min
Have you ever read through healthcare plans in an effort to sign-up? They’re generally pretty important, but given how jargonistic and dense they are, they can be a real snooze-fest. That’s where Jellyvision comes in. This week’s guest, Bob Armour, is CMO…
114: Copper, Blue + Pink: An Artful Name Change / Rebrand
Jan 11, 2019 • 42 min
If you took every tech company logo and stacked them by color, here’s what you’d see: some red, some shades of black, grey, and white, some green. But all those stacks would be in the shadow of one color: blue. Samsung, Facebook, Lenovo, PayPal, hp,…
113: Recession Proof Your B2B Marketing
Jan 4, 2019 • 40 min
Shakespeare once wrote, “To thine own self, be true.” In that spirit, RTU host Drew Neisser did something a little out of the ordinary. Now, some people might consider talking to yourself for 30+ minutes to be a little crazy, but not Drew Neisser. In one…
112: Using Your Personal Brand to Help Build Your Company’s Brand
Dec 28, 2018 • 40 min
Building a brand is hard. What happens when you are the CMO of a company operating in an ecosystem of another brand? CMO of AvePoint, Dux Raymond Sy, joins Drew to share how his company operates in the ecosystem of Microsoft. On this episode, Dux shares…
111: Deloitte’s Global CMO Shares Her 4 M’s for B2B Marketers
Dec 21, 2018 • 41 min
Diana O’Brien has been on the cutting edge of marketing, working for Deloitte since the 1980s. From creating a place where leaders can grow and employees thrive to being the first CMO at Deloitte, she has a lot to share. In this episode, she brings a…
110: Making Your Marketing Metrics Magical!
Dec 14, 2018 • 54 min
As the CMO of Fuze, a cloud-based communications business, Brian Kardon is one of the country’s top leaders in sales and marketing metrics. On this episode of Renegade Thinkers Unite, he and Drew discuss the pros and cons behind various marketing metrics,…
109: How Coveo’s CMO is ‘Making Business Personal’ with Account-Based Marketing
Dec 7, 2018 • 41 min
One of the holy grails in modern B2B marketing is being able to deliver personalized content to clients in a sales cycle. This elusive skill is one of the foundations of Coveo, a company using machine-based intelligence to help clients deliver…
108: How Aetna’s Brand Transformation Teaches a Lesson in Storytelling Marketing
Nov 30, 2018 • 40 min
A company’s brand transformation process should never be taken lightly. When David Edelman joined Aetna’s team as the CMO two years ago, he knew that a change was needed to reimagine the public perception of health insurance companies. On this episode of…
107: The 2019 CES Preview - Everything B2B Businesses Need to Know
Nov 23, 2018 • 39 min
On this episode of Renegade Thinkers Unite, Drew talks with Shelly Palmer, CEO of The Palmer Group, about what attendees can expect and look for at the 2019 CES conference. You’ll hear about why B2B professionals can’t afford to miss this critical event,…
106: Creating the Category — Affectiva and Emotional AI
Nov 16, 2018 • 42 min
CMO Gabi Zijderveld is no stranger to pioneering new tech industries - she most recently helped create the emotional AI industry while working at Affectiva. On this episode of Renegade Thinkers Unite, you’ll hear about 3 major keys to Gabi’s success in…
105: “Fearless” Marketing and the Power of Storytelling
Nov 9, 2018 • 41 min
Truly great storytelling marketing cannot be a simple publicity stunt, it must be about a bigger message the company is trying to convey. Stephen Tisdalle, CMO of State Street Global Advisors, shares with Drew on this episode all about the famous…
104: How to Build Customer Loyalty By Understanding Your Company’s Data
Nov 2, 2018 • 41 min
CMO Dani Cushion strongly believes that it’s impossible to build customer loyalty if you don’t understand who your customers are and where they’re coming from. At Cardlytics, she and her team work under the power of “purchase intelligence,” the ability to…
103: The Key to Achieving Sales and Marketing Alignment in B2B
Oct 26, 2018 • 43 min
As the marketer of a software service product, Meagen Eisenberg isn’t just a CMO. She is also a salesperson, which is why her alignment with MongoDB’s sales team proves critical to the company’s rapid success. Through her influential roles at multiple B2C…
102: Your Next Word of Mouth Marketing Strategy: the Talk Trigger
Oct 19, 2018 • 49 min
Word of mouth marketing is essential because 91% of all B2B purchases are made because of its influence. But, most B2B companies don’t have a specific word of mouth marketing strategy! On this episode, you’ll hear about the 4 main criteria any talk…
101: Marketing for Non-profits: Telling the Story and Measuring Brand Awareness
Oct 12, 2018 • 39 min
Catherine Davis knows how marketing for non-profits differs from marketing in the for-profit sector — and she succeeds at both. From building her marketing foundation at Leo Burnett and Diageo to her current role as the CMO of Feeding America, Catherine…
100: Thoughts on Leadership, Accountability, and Building a Network That Spans a Lifetime
Oct 5, 2018 • 35 min
During his lifetime of over 90 years, Drew’s father Carl has learned some great lessons on teamwork, leadership, and how to build a network that spans decades. On this special 100th episode of the Renegade Thinkers Unite podcast, father and son discuss…
99: The Role of a CMO in the Future of Marketing Leadership
Sep 28, 2018 • 40 min
Few professionals are as knowledgeable about marketing leadership and a CMO’s role as Greg Welch. Greg is a senior partner at Spencer Stuart, one of the world’s leading leadership consulting firms, and he talks with Drew on this episode of Renegade…
98: Using Review Websites as Your New Lead Generation Strategy
Sep 21, 2018 • 51 min
On this episode of Renegade Thinkers Unite, you’ll discover how you can use review websites as a lead generation strategy. Claire Alexander is one of the few professionals to have made the switch from CMO to GM, and her expertise in both the data and…
97: Perfecting the Art of People Marketing
Sep 14, 2018 • 37 min
As the Global Chief Marketing Officer of Mercer, Jeanniey Mullen works to influence and inspire others through people marketing. She is an innovative marketer and explains her philosophy on people marketing on this episode of Renegade Thinkers Unite.
96: Interview Questions that Build Better Marketing Teams
Sep 7, 2018 • 44 min
On this episode of Renegade Thinkers Unite, Drew talks with the CMO of HubSpot, Kipp Bodnar, on the secrets behind asking great marketing interview questions. Kipp recently wrote an article discussing the best questions to ask in a marketing interview and…
95: How Monster’s CMO is Revitalizing the Brand
Aug 31, 2018 • 53 min
As Monster grew and changed throughout the dot-com era into today’s job search market, they have been one of the top brands in terms of customer loyalty. Throughout this podcast episode, you’ll learn why a familiar brand is so powerful, how you can…
94: Advice for CMOs in Their First 100 Days
Aug 24, 2018 • 39 min
Joining a company as the new chief marketing officer can be an intimidating affair. There are new team members to meet, historical strategies to digest, and an overwhelming pressure to make an impact early in your tenure. With the rest of the C-Suite…
93: Why ABM is a Must Have for B2B Marketers
Aug 17, 2018 • 35 min
As the CMO of top marketing company Demandbase, Peter Isaacson is an expert in the account-based marketing strategy currently taking over the B2B world. On this episode of Renegade Thinkers Unite, Drew and Peter discuss the 3 main mistakes marketers make…
92: Simplicity + Side Hustle = CMO Success
Aug 10, 2018 • 37 min
Let’s face it – simple is hard, especially in B2B marketing. It’s so easy to get caught up in flashy features, complicated jargon, and complex campaign strategies that we forget what marketing is all about – making buying easier. Faced with this challenge…
91: Why a Digital Brand Relies on Outdoor for Growth
Aug 3, 2018 • 34 min
Very few companies can execute a brand awareness campaign without heavily relying on digital tools. Janine Pelosi and her marketing team at Zoom are doing just that. On this episode of Renegade Thinkers Unite, she shares her secrets to success in creating…
90: You Need to Blow Up Your Approach to B2B Marketing
Jul 27, 2018 • 28 min
Increasing the level of marketing and sales collaboration should be one of the top priorities for all B2B companies. In part 2 of this interview, Brent and Drew discuss the idea of buyer enablement and why it results from high levels of collaboration…
89: Putting the B2B Buyer First and Understanding Their Purchase Journey, Part 1
Jul 20, 2018 • 36 min
A customer’s purchase journey is never an easy process to document and collect data on. Thankfully, Brent Adamson is interviewed on this episode of Renegade Thinkers Unite. Throughout part 1 of this conversation, Brent and Drew discuss why putting the…
88: Build a Better Brand Narrative and Create Apps People Actually Want to Use
Jul 13, 2018 • 42 min
Becoming a great B2B company starts with one thing: creating a better brand narrative. The story you tell about your brand is the driving force behind every action your team takes. A great brand narrative inspires quality product design and links every…
87: Marketing to Audiences 50+ and Future Marketing Trends, Live from PSFK Part 2
Jul 10, 2018 • 30 min
On part 2 of this episode of Renegade Thinkers Unite recorded live at the PSFK conference, Drew speaks with two guests about how marketers can relate to audiences over 50 and the future marketing trends to be looking for.
86: 3 Strategies to Build a Quality Brand, Live from PSFK Part 1
Jul 6, 2018 • 29 min
Throughout this episode, recorded live at the PSFK conference, Drew speaks with two professionals that explain 3 strategies on how to build a quality brand. Both guests focus on how a brand can help people think about big ideas and create change in their…
85: Race Cars on a Cruise Ship? Surprises Abound in Travel Marketing
Jun 29, 2018 • 33 min
Norwegian Cruise Line is a leader in the travel industry and an expert in product launch marketing. Their CMO and Senior VP, Meg Lee, is Drew’s guest for this episode of Renegade Thinkers Unite. It’s her job to market and sell a new ship to travelers…
84: Why an Account Based Marketing Strategy in B2B is Successful
Jun 22, 2018 • 31 min
Jon Miller, founder and CEO of Engagio, has found success with an account based marketing strategy for his company. On this episode of Renegade Thinkers Unite, he explains what account-based marketing is and why it can change the way you approach…
83: Here’s Why Your Brand Must Deliver on a Marketing Promise
Jun 15, 2018 • 32 min
Creating the perfect marketing promise is one of the biggest goals for CMOs. But a marketing promise without a product to back it up will not succeed. On this episode of Renegade Thinkers Unite, Drew interviews Jennifer Deutsch, CMO of Park Place…
82: How Braze Mastered the Art of Renaming a Company
Jun 8, 2018 • 40 min
82: How Braze Mastered the Art of Renaming a Company
81: The CMO of Salesforce Shares the Keys to Building Brand Trust and Customer-Centered Businesses
Jun 1, 2018 • 44 min
Brand trust and a customer-centered mindset are top priorities at Salesforce. Their CMO, Simon Mulcahy, is Drew’s guest on this episode of Renegade Thinkers Unite. Simon shares insights on why brand trust is so critical and how to infuse a…
80: Storytelling in Marketing is Essential - Don’t Miss These Top 5 Insights
May 25, 2018 • 30 min
Storytelling is an important concept, but it’s often misunderstood. It is absolutely crucial for creating meaningful marketing efforts that stand out, but few B2B marketing leaders are using it to its full potential. On this special 80th episode of…
79: Discover the Funny, Creative Culture Behind the Success at Big Ass Fans
May 18, 2018 • 38 min
Humor and creative company names rarely exist in B2B marketing. Drew believes that B2B marketers often forget that actual humans with senses of humor are at the receiving end of messaging and marketing. Alex Reed, Global Marketing Director for Big Ass…
78: HealthSparq is Redefining Transparency in Healthcare Through Bringing People Together
May 11, 2018 • 39 min
Risk is too-often considered a dirty word in healthcare sectors. Transparency in healthcare industries is sadly uncommon. For this episode of Renegade Thinkers Unite Drew interviews a courageous thinker in healthcare that’s changing the way people think…
77: Top 4 Best Practices for Marketing Organizational Structure, Learned from Mindtree’s CMO
May 4, 2018 • 39 min
Drew’s conversation with Paul Gottsegen, Executive VP and Chief Marketing/Strategy Officer of Mindtree, will provide new CMOs with a step-by-step playbook for creating the best marketing organization structure possible. Paul provides listeners with 4 best…
76: Discover How Lucidchart is Mastering the Art of Viral Marketing Campaigns
Apr 27, 2018 • 33 min
When you think of Lucidchart, you probably think of the massively popular “doggo meme videos.” These viral marketing campaigns are the result of Lucidchart taking risks and creating a culture of experimentation within their company. What started out as a…
75: Best Practices for Bold Marketing Strategies, Learned from Marketo’s CMO
Apr 20, 2018 • 37 min
Marketo’s bold marketing strategies are well known across the marketing industry. For this episode of Renegade Thinkers Unite, Drew interviews their CMO, Sarah Kennedy. Discover her best advice for CMOs, why she chose a career in marketing and her…
74: How Dropbox is Channeling Global Creative Energy Through a Bold Rebranding Effort
Apr 13, 2018 • 38 min
Few companies have mastered the art of channeling creative energy through a focused rebranding effort better than Dropbox. On this episode of Renegade Thinkers Unite, Drew interviews CMO of Dropbox Carolyn Feinstein. Their shared love of creative energy…
73: MRP CMO Explains Why Predictive Analytics in Marketing Will Revolutionize the B2B Industry
Apr 6, 2018 • 36 min
Predictive analytics in marketing is going to revolutionize the way CMOs and marketing teams do business. On this stimulating episode of Renegade Thinkers Unite, Drew interviews James Regan, CMO and co-founder of MRP. James and his company are greeting…
72: Best Strategies to Improve Your Marketing Technology Stack - with CMO Eric Eden, Part 2
Apr 2, 2018 • 32 min
In this second installation of Drew’s interview with Eric Eden, CMO of Receipt Bank, they discuss additional strategies to improve your marketing technology stack. Be sure to listen to part 1 of this conversation on episode 71 of Renegade Thinkers Unite.…
71: Using a Refined Marketing Technology Stack as a Revenue Generator - with CMO Eric Eden, Part 1
Mar 30, 2018 • 37 min
When Drew recently asked a crowd of CMOs how much revenue marketing should directly generate, most said 5-15%. However, Eric Eden, expert CMO of Receipt Bank, claimed that marketing should be a company’s main revenue generator, bringing in 80% of all…
70: The Prophet Way of Utilizing Brand Storytelling to Engage With Audiences
Mar 23, 2018 • 39 min
David Aaker, known as “Father of Modern Branding,” discusses the idea of B2B brand storytelling and being able to convey engaging messages on this episode of Renegade Thinkers Unite hosted by Drew Neisser. As the Vice Chairman of marketing consultant…
69: How Arrow Electronics Reinvented Storytelling Marketing and the Importance of Taking Risks
Mar 16, 2018 • 49 min
In order to achieve storytelling marketing success, CMOs have to be willing to take risks. Even with all of the data and metrics available to evaluate, sometimes the best ideas come directly from human intuition. On this episode of Renegade Thinkers…
68: Taking a Look at Provenir’s Marketing Risks and Their Path Towards In-House Communication Distribution
Mar 8, 2018 • 37 min
The term “marketing risks” is not often heard in the financial technology industry, but Adi Bachar-Reske, Global Head of Marketing at Provenir, is making it commonplace. She has overturned the company’s communication strategies and is sharing her insights…
67: How DocuSign’s CMO Discovered How to Develop a Marketing Vision through Orchestration
Mar 2, 2018 • 41 min
Developing a marketing vision through company-wide orchestration will allow you create more value while streamlining work. In today’s accelerated world, both customers and businesses want to spend less time on logistics and more time actually making a…
66: Driving the Future of Banking Technology Through a Massive Merger with Martin Häring of Finastra
Feb 23, 2018 • 36 min
It’s always fun to talk with someone who is on the cutting edge of their industry. And when that industry is something as significant to the global economy as banking, it gets even more interesting. On this episode, you’ll hear my conversation with Martin…
65: The Ups and Downs of Xerox’s Universal Awareness and Shifting Your Brand Perception
Feb 16, 2018 • 39 min
The ultimate dream for marketers is universal awareness - the point in time when your brand becomes synonymous with a noun. On this episode of Renegade Thinkers Unite, the CMO of Xerox, Toni Clayton-Hine, joins Drew for a conversation about how Xerox is…
64: How Looker is Enhancing Marketing Data Analytics Through Organization and Face-to-Face Communication
Feb 9, 2018 • 43 min
The sheer amount of data any company collects can quickly become overwhelming if it’s not managed efficiently. As a CMO you have to have control of the data and understand how it flows throughout your organization. That’s why companies like Looker exist -…
63: Marketing Trends from The CMO Survey and Reigniting Your Passion for Marketing
Feb 2, 2018 • 37 min
Christine Moorman is the T. Austin Finch, Sr. Professor of Business Administration at The Fuqua School of Business at Duke University. Beginning in 2008 she started interviewing marketing leaders to determine their most important marketing questions and…
62: Effective Verticalization Through the “Jive” Way, and Why Engineers Make Great CMOs
Jan 26, 2018 • 41 min
Drew Neisser talks with co-founder and current CMO of Jive Communications, Matt Peterson, about how he transitioned from his background in software engineering into the marketing realm. Not only do they discuss Jive’s innovative marketing verticalization…
61: How Hootsuite is Going Beyond Marketing Through Social Media and Listening to Customer Voice
Jan 19, 2018 • 35 min
As the CMO of Hootsuite, Penny Wilson has some fantastic insights into the social media listening industry and why identifying the customer voice of your company is essential. Not only is customer voice important for executing exceptional customer service…
60: How to Reach Your Zone of Focus and the Top Marketing Trends for 2018
Jan 12, 2018 • 36 min
For the 60th episode of Renegade Thinkers Unite, Drew Neisser interviews Peter Shankman - author, serial entrepreneur, and a world-renowned speaker on social economics. He is a top-tier expert on customer service, social media, public relations, and…
59: Incorporating Listening into Social Marketing for Increased Customer Connections
Jan 5, 2018 • 43 min
On this episode of Renegade Thinkers Unite, Drew Neisser asks CMO of NetBase Solutions, Paige Leidig, the top questions surrounding social listening and analytics. Drew and Paige dive into social listening to give you and your business the best chance to…
58: Brand Building For Company Differentiation and Workplace Fulfillment
Dec 29, 2017 • 38 min
Drew’s guest on this episode, Juliette Rizkallah, has an MBA from Harvard University and over 20 years of marketing and cybersecurity experience. As the CMO for SailPoint, she has linked the idea of identity management to cybersecurity and built a brand…
57: Improving Customer Satisfaction Through Enhanced Marketing Techniques
Dec 22, 2017 • 38 min
With more than 15 years of healthcare marketing experience, Senior Vice President of Marketing at Binary Fountain, Aaron Clifford, talks with Drew in this episode about the importance of understanding what your customers are saying about your brand. As…
56: Social Marketing Campaigns: Engagement Matters More Than Publication
Dec 15, 2017 • 38 min
For some time now the social marketing campaigns of most brands have consisted of scheduling out loads of content through Buffer or another social management tool and letting it run. Kevan Lee, Director of Marketing at Buffer says your promotions, blog…
55: Courage: Why Any CMO Job Description Is Incomplete Without It
Dec 8, 2017 • 33 min
The role of the Chief Marketing Officer in any company is tough simply because it requires a seemingly contradictory set of skills - the foresight and courage of a brand marketer, and the detail and systems approach of a performance marketer. How can…
54: Story-Driven Content Marketing That Drives Leads
Dec 1, 2017 • 33 min
B2B storytelling isn’t easy especially on a modest budget. On this episode, Tungsten Network’s CMO Connie O’Brien breaks down how her internal and external team built a story-driven content marketing program that filled the company’s pipeline with…
53: Holiday Wishes to Do Something Good
Nov 23, 2017 • 5 min
Think of this episode as a happy holiday greeting with just a bit of meat on the bones as Michele Fino, CMO of DoSomething.org, offers family-friendly advice on how to give back during the holiday season. Michele’s suggestions are short and sweet offering…
52: Special Preview of 2018 CES w Shelly Palmer
Nov 20, 2017 • 42 min
Are you hyped for the 2018 International Consumer Electronics Show? Today’s guest, Shelly Palmer (CEO of the Palmer Group), covers some of the biggest tech trends that will be shown off at the event. Palmer talks about the future of AI, illustrating how…
51: The Power of a Crystal Clear Positioning to Turnaround Your Brand
Nov 17, 2017 • 39 min
Retail is not exactly rich with turnaround stories these days but that’s exactly what’s happened at Pearle Vision. CMO Doug Zarkin provides a step-by-step review of how the brand has gone from stagnant to revitalized, indicated by same-store sales growth,…
Special 50th Episode: Lessons from 200+ CMOs
Nov 10, 2017 • 45 min
We may be 50 episodes in, but we’ve only begun to scratch the surface of the many innovative marketing ideas out there. This special episode takes a unique twist; instead of asking the questions, Drew will be answering them! Marketing Today podcast host…
49: The Intersection of Marketing & Storytelling (with Chris Bohjalian)
Nov 7, 2017 • 20 min
Conveying an emotional idea is tricky. For marketers especially, it can be difficult to attach a sense of deep meaning to a product or service. Bestselling author Chris Bohjalian discusses strategies for pulling on an audience’s heartstrings in Part II of…
48: If Marketing is Storytelling Then Learn from NYT #1 Bestseller Chris Bohjalian
Nov 3, 2017 • 41 min
Marketing is all about telling stories. Who could share better storytelling insights than #1 New York Times bestselling author Chris Bohjalian? A character-driven novelist who imports his own emotional experiences into many of his deeply descriptive…
47: Diversity Matters for Marketers - Not Just HR
Oct 27, 2017 • 42 min
The days of remaining silent on social issues in the workplace are nearly over. As the subject of workplace inclusiveness explodes onto the scene, companies need to start thinking about diversity as a focal point. As award-winning entrepreneur Jennifer…
46: Visionary CEO Alan Trefler on Future of Marketing
Oct 20, 2017 • 38 min
If your CEO is skeptical about your marketing strategy, chances are you’ll run into problems internally and externally. To operate more effectively and with the board’s full support, you need to fully comprehend the data and communicate it honestly. Few…
45: Turning Your Blog or Podcast into a Lead Generation Machine
Oct 13, 2017 • 43 min
Whether you’re considering entrepreneurship or eager to rise another rung on the marketing ladder, now is the time to be thinking about your personal brand and enter the world of content creators. To understand how to navigate this potentially perilous…
44: Content Marketing Reinvented by 93-Year-Old WNYC
Oct 6, 2017 • 43 min
WNYC’s transformation from a traditional regional broadcaster to a multi-platform media powerhouse offers lessons for just about any marketer, especially those seeking to become content providers. Setting the stage for our extensive conversation, Peter…
43: Redefining Core Brand Values to Drive Marketing Success
Sep 29, 2017 • 26 min
A company without values is like a tree without roots. As soon it faces adversity, it will tumble over. When Denise Broady arrived at WorkForce Software, she was alarmed to find out that the company did not have any written values in place. In this…
42: Why The Best Talent is Going Client-side w CMO of Boxed.com
Sep 22, 2017 • 41 min
Boxed.com is in the business of delivering joy. Whether you work for the e-commerce startup or order from them, there’s a good chance they’ll make you smile. On this episode, Boxed.com’s CMO Jackson Jeyanayagam discusses his role in helping the brand…
41: Special Episode on Cybersecurity for Marketers
Sep 19, 2017 • 35 min
Although the Equifax hack put cybersecurity on the priority list for 140 million Americans, it is hardly a new issue for consumers. What’s new here is that your martech stack has created even more exposure for your company’s data. So have a listen as…
40: Meet McDonald’s Maestro of Social Customer Care
Sep 15, 2017 • 36 min
If you’re not focusing on customer experience, you may be missing out on a huge opportunity to build brand love. Dan Gingiss—Senior Director of Global Social Media for McDonald’s—believes in the power of service. He identifies social media as a key medium…
39: How Shell USA is Drilling for Brand Loyalty
Sep 8, 2017 • 30 min
Many fuel companies struggle to build loyalty among customers. With so many potential gas options out there, most consumers won’t go out of their way to choose a specific brand. At Shell, it is the job of Dan Little (Head of North American Marketing) to…
38: Why CMOs are Testing VR Now with Google’s Help
Sep 1, 2017 • 28 min
Is virtual reality putting us on the brink of a new marketing revolution? Google’s creative think tank, Zoo, has initiated a study on VR in hopes of recognizing its full potential. Abigail Posner, who is the Head of Strategic Planning at Zoo, boldly…
37: Drawing Up the Perfect Marketing Mix for Silicon Valley ComicCon
Aug 25, 2017 • 32 min
Not all heroes wear capes. Trip Hunter, CEO of Silicon Valley ComicCon, just happens to work with people who do. When he was tasked with creating buzz for the con from scratch in its inaugural year, Trip had just two weapons at his disposal: a renegade…
36: Special Episode on KFC Using VR to Energize & Train Their Cooks
Aug 24, 2017 • 37 min
Virtual Reality (VR) as a marketing tool is in the very early stages of development which is why we recorded this special episode live from the launch of “The Hard Way – a KFC Virtual Training Escape Room.” In this episode, you’ll learn why KFC spent six…
35: When Design Thinking is CMO Thinking
Aug 18, 2017 • 35 min
The goal of Renegade Thinkers Unite is to present you with fresh approaches to age old problems — and this episode does that in spades with guest Jerome Nadel, CMO of Rambus. Nadel will introduce you to the idea of design-led marketing and how rather than…
34: How Storytelling Begets Healthy Marketing for UCHealth
Aug 11, 2017 • 32 min
It’s not easy to get a breakthrough marketing strategy off the ground; it’s even more difficult to kick start a new idea in a highly regulated industry. This roadblock didn’t stop Manny Rodriguez, CMO of UCHealth, from developing an eye-opening campaign.…
33: How Avaya’s CMO Marketed Through Chapter 11
Aug 4, 2017 • 27 min
Fortunately for Avaya, which filed for Chapter 11 in January of 2017, CMO Morag Lucey provided the kind of courageous leadership that leaves one both awed and inspired. Lest you think we are exaggerating, have a listen to this episode and you’ll want to…
32: How Kofax’s CMO Built a Global Marketing Organization
Jul 28, 2017 • 26 min
Chief Marketing Renegade Drew Neisser interviews Grant Johnson, Chief Marketing Officer of Kofax, a global automation provider for businesses. As you will learn, Johnson’s proudest accomplishment as a marketer is bringing everyone together into a single,…
31: B2B Marketing Success Starts with Internal Alignment
Jul 25, 2017 • 24 min
This episode is the first of a two-part series with Grant Johnson, CMO of Kofax, a huge company you made not have heard of unless you’re in need of automation software. Grant is a veteran marketer who managed to pull together three separate organizations…
30: From Drug Dealer to Saks Studio - The Stirring Success Story of ConBody
Jul 21, 2017 • 38 min
Brace yourself for the most inspiring episode of Renegade Thinkers Unite thus far. In fact, our guest Coss Marte, had us choking back tears. His story begins a little over a decade ago, when he kick started his own enterprise as a teenager in front of a…
29: How Mars Cashes in on Content Marketing
Jul 14, 2017 • 30 min
Gone are the days of “just throw it out there” and “let’s see what happens” when it comes to marketing campaigns. The hard truth is that in 2017, we have too much information at our disposal to lean on our instincts and creative prowess to connect with…
28: Road-Tested Tips for Driving a Marketing Department
Jul 7, 2017 • 17 min
Without communication, businesses crumble. Sending a clear message is the only surefire way to get people to care about your brand. This need for coherence isn’t limited to the marketer-consumer relationship, however—all business branches should work in…
27: How A Regional Bank Built its Sterling Reputation
Jun 30, 2017 • 29 min
One of the most difficult but important things marketers can do is find a way to make their brand stand out from the competition. This is an especially weighty challenge in the financial industry, as Suzanne Copeland, the former CMO of Sterling National…
26: Proof Positive that Social Selling Works w Nimble CEO Jon Ferrara
Jun 27, 2017 • 26 min
Jon Ferrara, the founder and CEO of Nimble, fires up insights faster than you can say, “what does CRM stand for again?” As a CRM pioneer, Jon has build two successful companies, the latest being Nimble, a powerful tool for individuals and companies…
25: Marketing Your Business without Paid Media
Jun 23, 2017 • 24 min
Jon Ferrara grew the social selling platform Nimble from scratch to 100,000 users in just a couple of years without spending a dime on media. He has also converted 15% of those users to paid subscribers making Nimble a model for bootstrapping…
24: How BNY Mellon Marketing Sings with Hamilton
Jun 16, 2017 • 27 min
Is the key to immortality for brands simply about finding the right moment for reinvention? When Ron Chemow’s Hamilton became Lin-Manuel Miranda’s Broadway sensation, Global Head of Corporate Marketing Aniko Delaney recognized the opportunity for BNY…
23: How Cirque du Soleil Soared Above Vegas Competitors
Jun 9, 2017 • 37 min
Keeping a brand fresh means evolving with trends, but Alma Derricks, former VP of Sales & Marketing of the Retail Sales Division at Cirque du Soleil, knows that not every trend is right for every industry. As someone who runs towards moments of…
22: Special Episode on CRM from PegaWorld
Jun 6, 2017 • 30 min
This episode will help you understand the state-of-the-art for CRM (Customer Relationship Management) and how forward-thinking businesses are capitalizing on CRM to improve customer experiences and drive revenue.
21: Transformational B2B Marketing — The Modern Software Factory
Jun 2, 2017 • 33 min
In this podcast, you’ll learn about where to start your brand transformation, why your brand should be a “sage” instead of a “hero,” the importance of creating a tangible customer experience and the strategy behind CA’s new ad campaign, “The Modern…
20 - Inside Story on Marketing The New York Times
May 26, 2017 • 31 min
As Chief Revenue Officer, Meredith Kopit Levien is a driving force behind The New York Times’s digital transformation and their stunningly timely “The Truth is Hard” campaign. When the news became the news during the 2016 presidential election cycle,…
19 : Secret to B2B Marketing (Be Your Own Best Customer)
May 20, 2017 • 28 min
When Tom Libretto joined Pegasystems as Chief Marketing Officer, he recognized that his new company was on the cusp of huge changes. Applying his experience at major companies like IBM, Nokia and Chase, Libretto dove headfirst into his role, first by…
18: Engaged Employees Beget Better Marketing
May 13, 2017 • 35 min
Described as both a bulldog and a warrior, Intuit’s VP of Marketing Patti Newcomer-Simmons built her reputation by seeking out the difficult challenges most mortals try to avoid. One such challenge was to dramatically improve departmental performance at a…
17: How Mercy Corp Rebranded w $50,000
May 6, 2017 • 19 min
Dara Royer sat alone at her desk pondering the seemingly impossible—how do you rebrand a global organization with only a $50,000 budget? She knew in her heart of hearts that rebranding was not just a nice next step for Mercy Corps, but it was a critical…
16: Marketing’s Torrid Trio: Storytelling, Data + Tech
Apr 29, 2017 • 24 min
Digital rock star and Spotify’s Global Vice President for Growth & Marketing, Mayur Gupta, joins us in this week’s podcast to talk predictive marketing, lack of separation in online and offline worlds, and why quality beats quantity when it comes to…
15: 3 Keys to Creativity w Larry Robertson
Apr 22, 2017 • 31 min
There are three salient features of creativity, regardless of the form it takes: It’s new, it’s everywhere, and everyone can do it. This week we switch it up on RTU to talk to the expert on creativity, Larry Robertson. Robertson’s latest book, The…
14: Marketo’s CMO Reveals The Engagement Economy
Apr 15, 2017 • 29 min
At one point in our inspiring conversation, Chandar Pattabhiram says “I’ve always believed that people buy candles not because they need candles, but because they need light.” As CMO of Marketo, Chandar brings a floodlight to the world of marketing,…
13: Giving to Grow w Pete Krainik, The CMO Club
Apr 8, 2017 • 28 min
Every brand strives to build emotional connections with its constituents but few have succeeded in the manner of Pete Krainik, founder and CEO of The CMO Club. Starting from scratch in 2007, Pete has built a remarkably collaborative membership of over 800…
12: Building a Loyalty Program w Ryan Linders, Sally Beauty
Apr 1, 2017 • 28 min
Ryan Linders, VP CRM, Loyalty, and Marketing Analytics at Sally Beauty provides a rare glimpse into the initial phases of building a customer loyalty program from scratch. You’ll learn how Linders got the program off the ground and how Sally Beauty…
11: Art of Fan Building - Guest, Will Dailey (Performing Artist)
Mar 25, 2017 • 32 min
In episode 9, we take a break from big brand CMOs to hear from independent musician Will Dailey. Why this deviation? Well first, I’ve been trying to get an interview with Will Dailey ever since I saw him speak at a Content Marketing conference in 2016…
10: Special Episode 2 from IBM Amplify on Watson Marketing
Mar 22, 2017 • 24 min
Special Episode - A second report from IBM Amplify on Watson Marketing and Cognitive Computing. Drew Neisser talks with Amber Armstrong, IBM Director of Digital Amplification and Demand Generation. Explore the future of marketing and customer experience…
9 Special Episode from #IBMAmplify on Influencer Marketing
Mar 20, 2017 • 26 min
Drew Neisser Reports on Influencer Marketing
8: Building Loyalty - Guest, Rich Honiball, Navy Exchange
Mar 18, 2017 • 27 min
Rich Honiball, is the CMO of the Navy Exchange (NEX), which generates over $2 billion in sales through over 300 retail stores worldwide that range from a 200 square foot “Micro Market”, a 24/7 vending operation, to a 200,000 square foot flagship store…
7: Leading with Enthusiasm - Guest, Elissa Fink of Tableau
Mar 12, 2017 • 35 min
When Elissa Fink joined Tableau she was one of 40 employees that helped orchestrate a user conference for 200. Ten years later Tableau has a staff of over 3,200, a user conference for 13,000 and revenue that exceeds a billion dollars annually. It’s an…
6: RTU: Rebranding via Employees - Guest, Gina McDuffie, CMO of VER
Mar 5, 2017 • 26 min
Gina McDuffie of VER, one of the largest video/audio equipment providers in the world, shares how she helped evolve what was Video Equipment Rentals into VER, not just from a naming standpoint but also how they marketed and interacted with their global…
5: RTU: Repositioning - Guest, Arra Yerganian, CMO of Sutter Health
Feb 8, 2017 • 24 min
Lamenting the fact that the healthcare industry “says the same thing and blends into this mush,” Arra Yerganian is “working to change the conversation” about Sutter Health. To achieve this goal Yerganian is “leaning in when others lean away” and seeks to…
4: RTU: Content Marketing - Guest, David Beebe, Marriott
Feb 1, 2017 • 23 min
The notion of having a large-scale content studio in-house would be radical for many brands but that’s just the opening scene for David Beebe who “set out to establish [Marriott] as the largest producer of travel lifestyle content.” A veteran of…
3: RTU: Customer Centricity - Guest, Dan Marks, Hancock + Whitney Bank
Jan 30, 2017 • 22 min
As a long-time financial services marketer, you would expect Dan Marks to have the science of marketing down pat. And indeed he does, having built a predictive marketing spend model at First Tennessee Bank (see my book The CMO’s Periodic Table: A…
2: RTU: Brand Authenticity - Guest, Lee Applbaum, CMO, Patron Spirts
Jan 30, 2017 • 24 min
With over 70% share of the premium tequila market, it would be easy for Patrón’s CMO to rationalize a conservative marketing approach. Instead, Lee Applbaum believes that success can only be found by “challenging long-standing norms in luxury and in…
1: RTU: Influencer Marketing w Eric Reynolds, CMO, Clorox
Jan 29, 2017 • 23 min
Packaged goods companies are well known for their marketing discipline and not the place you’d expect to hear a CMO express the need for “tolerating a lot more chaos and ambiguity in the culture and the way we work in order to get to the good stuff.” But…
0: Welcome to Renegade Thinkers Unite!
Jan 28, 2017 • 17 min
Described by Inc as one of the “sharpest minds” in marketing, Renegade Thinkers Unite podcast host Drew Neisser is a recognized authority on cutting-edge techniques and has won innumerable awards for creativity and campaign effectiveness. In Episode 0,…