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How to Build a Lean, Mean Lead-Gen Machine

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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 Build a Lean, Mean Lead-Gen Machine

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 that supports 20 sales development reps, an in-house data lake, and data analytics models that can accurately predict how marketing spend will translate to revenue—a sort of holy grail for marketing analytics.

On this episode, Rebecca shares her journey at LiveRamp, a platform that helps brands get personalized ads in front of users across the web, and how she helped build the well-oiled marketing machine that her department has become.

For the whole article: http://bit.ly/2DNuPTv

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How to Mine an Asteroid

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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 Mine an Asteroid

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 small, incremental bumps in value. As Sean says about marketing, “if you’re not nervous about it—even a little bit—there’s a pretty good chance it doesn’t matter.”

At Atlassian, a software developer aimed at improving collaborative productivity for companies, Sean keeps asteroid mining front-and-center when formulating marketing strategies. On today’s episode, join in as he and Drew talk about how to bring emotion and creativity to science-driven marketing, how product development and marketing is contributing to Atlassian’s 100M monthly active user goals, how to get customers to become brand evangelists, and more.

For whole article: http://bit.ly/2Q0pFrV

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How SAP Hopes to Make the World Run Better

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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 SAP Hopes to Make the World Run Better

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 reins, set about repositioning the company, and has since seen SAP move from 21st most valuable brand to 17th—their highest growth rate since 2009. Quite a few cylinders have been firing to make this happen: Their commitment to rallying behind a bold, company-wide purpose, their internal buy-in and alignment, their dedication to creativity and storytelling, and of course, good old fashioned hard work, have all played a major role in kicking SAP into the next gear. For more of Alicia’s keys to effective marketing, and to get a closer look at how one of the most valuable companies maintains and builds on its success, check out the full interview.

For the whole article: http://bit.ly/2DNuPTv

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Sharing is Caring — Turning Employees Into Advocates

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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.

Turning Employees Into Advocates

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 allow your employees the latitude to speak in their own voice not just the brand’s. And third, it really helps if you have a tech platform that makes it easy for employees to advocate on the brand’s behalf.

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 eager sharers, and the importance of segmenting potential advocates. They also discuss how employee advocacy programs need to align with broader marketing strategies, a few dos and don’ts, and more. Listen in and learn how to get employees caring about sharing.

For the whole article: http://bit.ly/2Ed9YsF

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The Power of a Purpose-Driven Story Statement

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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.

The Power of a Purpose-Driven Story Statement

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 promise—Drew helps shed some light on how a brand can craft a meaningful identity that engages employees, customers, and prospects, while helping drive the brand forward. To hear more about being purpose-driven, and to take a closer look at statements like Family Circle’s Where Family Comes Firstand SurveyMonkey’s We Power the Curious, tune in!

For the whole article: http://bit.ly/2Vui8CL

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The Keys to Effective, Purpose-Driven Marketing

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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.

The Keys to Effective, Purpose-Driven Marketing

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 high-profile job candidates ask, “Why should I join you? How are you helping the world?” Bank of the West has a great an answer—they’re one of very few banks that has restrictive financing policies on things like coal, fracking, and arctic drilling.

On this episode of RTU, learn how CMO Ben Stuart and his team helped shape this relatively small financial institution to become a competitive, purpose-driven company with marketing that doesn’t feel like an uninvited guest. The discussion touches on crafting a tight strategy, gaining internal buy-in, data analytics, the keys to differentiation, and more on how to craft brilliant marketing.

For the whole article: http://bit.ly/2PkB4m1

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