Using Your Personal Brand to Help Build Your Company’s Brand

Guest: Dux Raymond Sy Chief Marketing Officer, AvePoint

What do we talk about when we talk about a CMO’s to-do list? Usually, items are along the lines of “integrate sales and marketing” or “ensure proper metrics are being examined.” And, yes, those are usually, among other things, crucial to making sure your marketing machine is firing on all cylinders. However, if you add things like “Dress as Korean mega star Psy and open for Bon Jovi” and “Set up online video series centered on food and marketing” to your list, it might start to look a little more like Dux Raymond Sy’s.

On this episode of Renegade Thinkers Unite, Drew talks with Dux, CMO of AvePoint, to better understand symbiosis between personal brands and company brands, how social selling and employee advocacy can be crucial, and much more.

You won’t want to miss this. Dux’s interview will keep you on the edge of your seat— listen here.

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What You’ll Learn

Building complementary content helps AvePoint reach a broader market

One thing AvePoint does to produce marketing leads is position their company as an industry advisor. As a company, AvePoint builds software based on Microsoft. To become an industry advisor and get leads, Dux shares that AvePoint produces content based around the Microsoft programs his company works with – they do not produce content that competes with Microsoft but instead complements it. All content produced is very use case driven and specific, and it helps AvePoint become a trusted advisor to the public. This also organically boosts SEO by putting content online tied to AvePoint, so AvePoint’s content shows up when Googling “SharePoint” or “Office 365.” Dux mentions that this content is also being published in every language his company services. They are not only reaching an American market but worldwide.

How Dux’s personal brand helps grow AvePoint’s brand

Dux has a great personal brand. He has opened for Bon Jovi, singing in Vegas at a Microsoft conference. He can also be found in many marketing videos online. Prior to working as the CMO, Dux was a Chief Technology Officer. He is not just a paid actor, but a real-life person who knows what he is talking about. He understands code and the technical side of the products. Dux currently is featured in multiple AvePoint video series that explain product features and uses. By appearing in these videos, he has humanized the content. However, he says that it must be substantial first, not just full of great video edits and snappy sound bites.

Getting your employees on board with marketing

Dux creates videos for AvePoint to explain products, offer tips, and much more. These videos are shared through social media and regular newsletters to clients. However, AvePoint also has an internal social selling program. It allows employees to join in and help build their own brand as professionals at AvePoint. Dux’s company encourages employees to post AvePoint content on LinkedIn and awards employees whose Social Selling Index on LinkedIn score is the highest. AvePoint has seen that the conversions from employees’ posts are much higher than that of paid ads, and employees do not mind posting these videos because they don’t appear to just be selling a product.


  • [4:24] Dux’s Renegade Rapid Fire segment
  • [9:53] The key indicator that shows Dux is on the right track
  • [12:00] What to do to get marketing leads
  • [15:33] How Dux got into marketing
  • [18:54] Becoming a trusted industry advisor in a Microsoft ecosystem
  • [22:18] Partnering with Microsoft
  • [26:09] What helps AvePoint cut through the noise of the market
  • [29:22] How Dux’s personal brand helps grow AvePoint’s brand
  • [36:10] Two do’s and one don’t for new CMO’s

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Resources & People Mentioned

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Meet the Guest

Dux Raymond Sy is the CMO of AvePoint. He has over 20 years of experience in sales, marketing and technology innovation, and has successfully driven business transformation initiatives for commercial, educational and public sector organizations worldwide.

A sought after trusted advisor, Dux is the author of “SharePoint for Project Management.” He is also a Project Management Professional (PMP), a Microsoft Regional Director (RD) and Microsoft Most Valuable Professional (MVP) and has authored whitepapers, industry articles and delivered interactive presentations to over 10,000 people in major industry events worldwide. Previously, he served as AvePoint’s Chief Technology Officer (CTO) and Vice President of Customer Solutions & Strategies.   

A highly creative, passionate and chock-full of energy industry influencer, he is constantly hacking the status quo and ensuring that #shifthappens. 

Quotes from Dux Raymond Sy

  • Next-gen is not really an age thing - it's the fail fast, growth mindset where people are just willing to try.
  • You have to be a learn-it-all. It's constant learning.
  • Marketing is something that drives business demand, facilitates customer success, and inspires colleagues to grow the business.

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