Author: Melissa Caffrey

We have lofty expectations for our MarTech stacks. They’re meant to automate marketing processes to clear the way for more big thinking. To keep a clean and accurate tracker of every customer and prospect in the system. To prove to the org that marketing is contributing to growth.  

But this isn’t always the reality, and B2B businesses often find themselves with too much tech, not enough staff, and dirty data that focuses on the wrong metrics. Avoid these woes by listening to this episode with Mike McKinnon, VP of Global Revenue Operations at LogRhythm and author of The Marketing Operations Handbook (which you should get your hands on ASAP). 

This conversation comes from a CMO Huddles Bonus Huddle (re: a private Q&A), and answers all your questions about budgeting for MarTech, the intersection of Marketing Ops and Rev Ops, proving marketing’s value, and more.   

It just skims the surface of what top B2B CMOs of today are solving together at CMO Huddles… To learn more about our guest pass program, visit https://cmohuddles.com/guest-pass  

What You’ll Learn in This Episode 

• How to budget for MarTech 
• The role of RevOps in marketing operations 
• How to prove marketing’s value 

There are many different reasons to rebrand, but if it’s just to change the logo and colors to “freshen things up,” that’s not it. A rebrand has to be more a coat of paint on an old barn, and while we talk a lot about that here on Renegade Marketers Unite, this episode brings three different 3 rebranding stories to the forefront.

Tune in to learn about three different B2B rebrands from CMOs Heather Salerno of Appcast, Marshall Poindexter of OpenEye Scientific, and Gabi Zijderveld of Smart Eye. They share all kinds of goodies, like how to get buy-in for rebranding efforts, how to work with agency partners, how much to budget for a rebrand, and more. Don’t miss it! 

What You’ll Learn in This Episode

• How to get buy-in from the C-Suite
• How to measure B2B brand efforts
• Tips for managing branding agency partners

Over the course of SADA’s growth, the company has had a habit of going all in. It went all in on Google Cloud in 2019, divesting its Microsoft Cloud business to get there. It went all in on its 2020 rebrand, casting aside the brand it had for the brand it needed to move business forward despite the shock of the pandemic. And it goes all in for its employees, customers, and prospects every day.

It was kinda a no-brainer that their brand purpose can be surmised in the phrase “Together, we’re all in.” In this episode, SADA CMO Narine Galstian talks about all the strategic thinking behind the cloud provider’s bold rebrand. She also discusses the secret to her longevity at SADA (almost 10 years!!) and what it means to be an #IamRemarkable facilitator. Check it out!

What You’ll Learn 

• How to know when it’s time to rebrand
• The creative process behind SADA’s rebrand
• How to launch a new brand internally and externally

When Drew heard Alan Hart’s interview with Qualcomm SVP and CMO Don McGuire on Marketing Today, he knew he couldn’t do it better. So we’re bringing the episode to you directly in Renegade Marketers Unite’s first-ever show swap! Here’s the show description…

Don leads the global marketing organization, supporting Qualcomm’s advancement into new and existing markets and growth areas. He’s redefining Qualcomm’s strategic approach to product marketing, leading to innovative campaigns and collaborative partnerships that are bringing cutting-edge products to market.

On the show today, Alan and Don talk about how Qualcomm has increased its total available market by 7X, what that means for their strategies, and how they’re managing the organization through growth. They also talk about the brand strategies they use for their B2C brand, Snapdragon, as well as the enterprise brand of Qualcomm itself.

Listen in to learn how to elevate your brand and prepare for rapid growth.

Shout out to the Share Your Genius, the B2B podcast agency who recommended we show swap and made it happen. Thinking of starting or optimizing a podcast for your B2B brand? Let us know and we’ll connect you to these savvy folks.

In case you weren’t sure about the power of purpose, this episode of Renegade Marketers Unite with CMO Peter Neiman of Amalgamated Bank and VP of Growth Marketing Julia Goebel of symplr may just clear things up for you. The marketing execs at these organizations have seen it first-hand—purpose wins employees, customers, and prospects in ways that even the most impressive swag cannot. 

Tune in for a fascinating episode as we cover how marketers can help their organizations embed purpose into everything they do, why the business you may lose isn’t always necessarily a bad thing, how to avoid “purpose-washing,” and more! 

 [Update: At the time of this interview, Julia Goebel’s title was CMO of Halo Health. Since then, Halo Health was acquired by symplr. The new name of the Halo product is symplr Communications.]

What You’ll Learn 

• What it means to be a purpose-driven brand
• How purpose can benefit employee and customer retention efforts
• How to avoid “purpose-washing”

If you’re looking for a story about what a B2B brand can do to drive awareness, shift brand perceptions, and build a top-talent pit crew—this episode with Cognizant CMO Gaurav Chand is a hole-in-one. Tune in for a fascinating look into the world of B2B sports sponsorships, a track that Cognizant has entered full throttle with Formula One, PGA Tour, and LPGA Tour sponsorships.

Learn how this path can boost your B2B brand awareness to new heights, winning over customers and employees along the way. It’s a fascinating lesson in doing your due diligence to set a purposeful strategy, how to make sure your sponsorship is more than just a logo, and more. Don’t miss it!

What You’ll Learn 

• Behind Cognizant’s F1, PGA, and LPGA sponsorships
• How to successfully activate a B2B sponsorship
• How to show the business value of events