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Making Leadership Connections (in Foreign Places)

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Renegade Thinkers Unite recently moved to renegade.com! As a subscriber, you should have received an email with the subject line ‘Activate your Email Subscription to: Renegade Thinkers Unite’. It may be buried in your inbox, or even the spam folder, but if you click the link in that email, you’ll continue getting notifications when each week’s new episode is published, only now it’ll be to renegade.com.

Making Leadership Connections (in Foreign Places)

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 to be.

Still, his busy schedule didn’t stop him from taking some time to dive into a few crucial traits every great marketing leader should have. Jan helps break down how leaders need to approach inspiring and engaging employees, but also how to work towards a purpose, how to protect your marketing, and how to instill trust. He explores the subject in more detail, and also discusses broader brand strategy tactics, and his extensive marketing career, in this interview.

For full interview: http://bit.ly/2m6UHE7

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Redefining ADP

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Renegade Thinkers Unite recently moved to renegade.com! As a subscriber, you should have received an email with the subject line ‘Activate your Email Subscription to: Renegade Thinkers Unite’. It may be buried in your inbox, or even the spam folder, but if you click the link in that email, you’ll continue getting notifications when each week’s new episode is published, only now it’ll be to renegade.com.

Redefining ADP

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 story, and have invested in massive outdoor, digital, and print campaigns to bring their reinvigorated brand to the world. Tune in to hear how they told a story that no one else could, and how they made it real.

For full interview: bit.ly/2lyePhV

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Building a Culture Around an “Open” Purpose

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Renegade Thinkers Unite recently moved to renegade.com! As a subscriber, you should have received an email with the subject line ‘Activate your Email Subscription to: Renegade Thinkers Unite’. It may be buried in your inbox, or even the spam folder, but if you click the link in that email, you’ll continue getting notifications when each week’s new episode is published, only now it’ll be to renegade.com.

Building a Culture Around an “Open” Purpose

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 fostered a community as unique as Red Hat’s, he starts to break down the individual elements that can be applied to any B2B brand looking to get their marketing gears turning: simultaneous brand building and demand gen, developing a collaborative, meritocratic culture, effective agency collaboration, and perhaps most importantly, the benefits of simply telling a great story. Lastly, though it may not be the most critical driver of success, it is probably worth mentioning that Red Hat is likely the first-ever company with an advisory committee built entirely of employees that have had the logo tattooed on them—now that’s dedication.

For full interview: bit.ly/2Yyhda1

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Catching Waves and Going Carbon Neutral with the World Surf League

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Renegade Thinkers Unite recently moved to renegade.com! As a subscriber, you should have received an email with the subject line ‘Activate your Email Subscription to: Renegade Thinkers Unite’. It may be buried in your inbox, or even the spam folder, but if you click the link in that email, you’ll continue getting notifications when each week’s new episode is published, only now it’ll be to renegade.com.

Catching Waves and Going Carbon Neutral with the World Surf League

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 WSL, has helped this goal permeate the entirety of the organization, and has noted how crucial it is to have a brand purpose worth rallying behind. On this episode, she discusses her athletics-centered marketing career, from Adidas, to the World Tennis Association, the NBA, and Rugby Football Union, as well as her commitment to brand purpose, engaging with the customers, effective company leadership, and more.

For full interview: http://bit.ly/30wjUGw

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How to Be A Data Visionary

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Renegade Thinkers Unite recently moved to renegade.com! As a subscriber, you should have received an email with the subject line ‘Activate your Email Subscription to: Renegade Thinkers Unite’. It may be buried in your inbox, or even the spam folder, but if you click the link in that email, you’ll continue getting notifications when each week’s new episode is published, only now it’ll be to renegade.com.

How to Be A Data Visionary

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 episode, Jean further explores the notion of being a visionary, and the crucial role boldness played in shaping this successful campaign. In forming the campaign, and the marketing mindset, Jean wanted her team to stretch the idea as far as it could go, and then go a little bit further. She wanted to make sure people had far-reaching ideas, and then she wanted to test and experiment. Listen in to hear more about her fail fast and move forward mentality, about aligning her vision across the company, and more.

For full interview: bit.ly/2SXribr

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B2B Brands Can Beat “Boring” and Bad Bounce Rates

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Renegade Thinkers Unite recently moved to renegade.com! As a subscriber, you should have received an email with the subject line ‘Activate your Email Subscription to: Renegade Thinkers Unite’. It may be buried in your inbox, or even the spam folder, but if you click the link in that email, you’ll continue getting notifications when each week’s new episode is published, only now it’ll be to renegade.com.

B2B Brands Can Beat “Boring” and Bad Bounce Rates

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 countless B2B brands, Urban has gotten a great sense of where these companies tend to go wrong, and so much of it ties to these brands being dull, playing it safe, and failing to show any personality. Their websites and content too often lack story, and end up being “coagulated, congealed buzzwords” that’ll just bounce prospects away like a trampoline. So, if you’re interested in hearing about how brands can be a little more exciting, what landing pages need to be successful, and more, tune in to this week’s Renegade Thinkers Unite.

For full interview: http://bit.ly/2LVe51l

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