Author: Melissa Caffrey

Want more predictability in your pipeline? You just found your match in account-based marketing. ABM for short, these three simple letters are strapped with big implications for the organizations that get it right.

In this episode, B2B Fusion’s Founder and CMO Jon Russo shares his ABM expertise, covering how to go about launching your ABM strategy in a way that will align Sales and Marketing, optimize revenue growth, and help you forecast the future.

Tune in to hear the ins and outs of ABM, like how to measure a “marketing qualified account,” what red flags to look out for, and what you need to get your ABM program off the ground.

What you’ll learn:

• How to get your ABM program up and running
• How ABM can align Sales and Marketing
• How not to get lost in the sea of marketing data </aside>

Here’s a riddle for you: If marketing grew the business but nobody was around to measure it, did it really happen? No matter what side of this philosophical query you stand on, let’s face it: No one is going to take marketing seriously if they can’t quantify it with data.

Put any two B2B metrics dashboards side by side, you’ll soon find that there is no one-size-fits all way to prove marketing’s value—but there is a lot to learn by observing what’s working for others.

In this episode of Renegade Marketers Unite, CMOs Chris Willis of Acrolinx, Tara Robertson of Teamwork, and Karl Van den Bergh of Gigamon each share how they evolved marketing metrics at their organizations. Tune in to learn all kinds of amazing takes on the world of measurement, including:

• Why a CMO should be a CPO (Chief Pipeline Officer), too
• How to use the innovative Sales Velocity formula
• Tips on how to measure the unmeasurable
• Why you need to ditch revenue as a leading indicator, and more!

What you’ll learn:

• How 3 B2B CMOs are measuring marketing
• The metrics you need to justify more marketing budget
• How to measure the things that can’t be measured

It’s not often that “love” is part of a B2B organization’s brand values, but for cloud infrastructure provider DigitalOcean, it’s at their core. It’s the reason why they have 6K+ ungated online tutorials, why their self-serve motion is here to stay, and why investors are confused when the lion’s share of DigitalOcean’s revenue comes from marketing.

In her time at DigitalOcean, CMO Carly Brantz has helped evolve this idea into a full-fledged brand awareness campaign, leading the charge on the heels of the company’s recent IPO with a rallying cry of “Get Growing.” Tune in to hear Carly talk about how DigitalOcean is making its commitment to growing alongside its customers real, making good on their brand promise in a tactical way that actually matters to their developer audience.

Want to learn more about our CMO Huddles community? This just skims the surface of what top B2B CMOs of today are solving together…come join us!

What you’ll learn:

• How to successfully scale a self-service model
• Behind DigitalOcean’s post-IPO brand evolution
• How to create a powerful B2B brand promise
• Which marketing metrics matter for an IPO

Ah, innovation. The buzzword of every company striving to be different, daring, and bold. But what the heck does it actually look like to innovate? And how can a CMO get their teams to start innovating in a way that actually yields growth (i.e., not just quirky ideas in brainstorming meetings)?

Carla Johnson is the perfect person to walk us through her foolproof formula for innovation that moves the needle. She’s a 10x author, and her most recent book RE:Think Innovation busts the myth that innovation requires any special degrees, training, or skills.

The key takeaway from this interview is that innovation is a learned muscle, and Carla lays out how the exercises every CMO can use to shape their own innovation powers AND build a team filled with strong innovators. This episode of Renegade Marketers Unite is not to be missed.

What you’ll learn:

• What innovation can do for your company (no, actually)
• Carla’s 5-step innovation process
• How to build a culture of innovation as a marketing leader

Ahh, the New Year’s resolution—easily made but oft forgot. Today’s episode of Renegade Marketers Unite is here to remind you to check in on the promises you made at the beginning of the year. It’s here to recall the importance of reflection and growth at all times, not just once a year.

Tune in to hear from three all-star marketers about the lessons they learned in 2021 and planned to bring in to 2022. This conversation is equally timely and timeless, with insights into human-first marketing, battling digital fatigue, auditing MarTech, rethinking lead gen, not letting fear hold you back, and much, much more.

The aforementioned all-star marketers:

• Katrina Klier, CMO of PROS
• Kevin Briody, CMO of Edmentum
• Mika Yamamoto, CMO and CXO of F5

What you’ll learn:

• Why being human-first pays off in recruiting, retention, and sales
• How to combat digital fatigue
• Tips for auditing your MarTech stack

Resources Mentioned

• *Renegade Marketing* by Drew Neisser on Amazon

CMOs have a lot on their minds lately, so let’s get into the mind of one, shall we? Or, even better, let’s get into the mind of host Drew Neisser, as he hosts a conversation with himself (is this what it feels like to be in his head?!) on all the things CMOs are thinking about right now and how they’re solving them.

Sourced from the conversations happening at CMO Huddles, Drew (and Drew) cover everything from employee retention to proving brand value to managing a messy inbox, providing useful takeaways you can implement today. After this episode, even the busiest CMO will know how to reclaim 10+ hours of their time per week (Seriously!) and work more effectively than ever.

Want to learn more about our CMO Huddles community? This just skims the surface of what top B2B CMOs of today are solving together…come join us!

What you’ll learn:

• The top 5 issues on CMOs minds today
• The best quick tips for tackling digital fatigue, retention issues, and swamped schedules
• Why brand is so important and how to justify brand spend