Author: Melissa Caffrey

When Johnny Smith Jr. joined Encompass Health as VP of Marketing, he was tasked with a tall order—to create a strong, growth-oriented marketing department. The change management job would involve a complete rebuild, but luckily for Encompass Health, Johnny’s strategic approach to marketing transformation and diplomatic leadership helped them align the organization in 12 months.

Tune in to hear Johnny’s in-depth, step-by-step guide to building a marketing organization. From establishing guiding principles to aligning newly organized across strategic priorities, Johnny is a master in change management. Check it out!

What You’ll Learn in This Episode

• How to lead a change management initiative
• How Encompass has built its marketing department
• Why accountability is key for marketers

The executive job search is all about taking a consultative approach. For CMOs, it’s about using interviews to truly understand the pain points of an organization and to measure their values against your own. It’s about setting expectations so that, once hired, the CMO be able to deliver both quick wins and big wins that have a lasting impact. And now, Post-COVID, it’s also about doing all of those things virtually.

This episode comes from a livestream we recorded in January 2021 with three guests who bring different perspectives to the CMO job search. Patti Newcomer-Small had just been hired as CMO at FMG Suite, Sara Larsen was in transition at the time (now she’s CMO of Wolters Kluwer Health), and Brandon Palmer of Discover Podium coaches CMOs looking for their next gig. Tune in to hear how the job hunt has changed post-COVID as well as an abundance of useful tips for the search and that first 90 days as a virtual leader.

What You’ll Learn in This Episode

• How the job hunt has changed for CMOs post-COVID
• How to make an impact and lead virtually
• Practical tips for CMOs in transition

Joan Jett may not care too much about her bad reputation, but for B2B CMOs, it’s a totally different story. Marketing executives know the incredible business value of a strong brand and, like this show’s guest Rebecca Biestman of Reputation says, “Brand building and reputation building takes years and a lot of tiny acts.”

In this week’s show, Rebecca joins Drew to discuss Reputation’s recent brand refresh. The reputation management brand has not only shed its “.com,” it’s also established its new purpose-packed tagline and completely rebuilt its website. Tune in to hear some key learnings, like how Reputation built a brand and a demand gen engine simultaneously, why branding work is an integral part of corporate strategy, and how Reputation’s prescriptive scoring system can help brands thrive.

What You’ll Learn in This Episode

• Reputation’s rebranding story
• Why brand work is a vital part of any B2B business strategy
• How Reputation Score X can grow business value

The events of the past year have been nothing short of disruptive. Life as we know it has changed, and while we (as individuals, as marketers, and as brands) are all looking forward to things going “back to normal,” things aren’t going to look quite the same as we remember. But that’s not a bad thing—B2B marketers have proved over and over again that they are agile, resilient, and a true asset in the B2B world.

In this special 230^th episode, Drew explores the new normal for B2B marketers. Wielding the wisdom of hundreds of CMO interviews and countless insights gleaned in CMO Huddles, Drew covers how marketers have faced the challenges of 2020 head-on. Tune in to learn what an effective B2B marketing strategy looks like today, and how B2B marketers are changing the world for the better.

What You’ll Learn in This Episode

• How B2B marketers adapted to 2020
• What the new normal looks like for B2B brands
• B2B marketing tips and tricks for 2021 and beyond

Since CMO Ran Avrahamy joined AppsFlyer in 2013, the SaaS mobile marketing company has grown from 12 employees to over 1,000, from a small tech startup to a worldwide brand. So, how exactly did AppsFlyer launch to such heights, and how did it adapt as it grew?

Tune in to hear all about AppsFlyer’s zero budget, guerilla marketing in the early days, and how its “Be Everywhere” mantra drove the company’s growth. Ran also discusses how AppsFlyer has been helping all of its customers—whether they’re in the travel industry or the cloud—through post-COVID challenges, as well as why B2B marketing has to (yes, has to) start with employees.

For full show notes and transcript, click here.

What You’ll Learn in This Episode

• How Appsflyer grew from a startup to a worldwide brand
• How zero budget marketing can help in a downturn
• Why B2B marketers need to focus on employees first

Prior to the pandemic, 40% of Sendoso’s program spend went to physical events that brought in a significant number of leads and got prospects to close. Such a reliable source of revenue for the brand suddenly became redundant in March, and as customers scrambled to figure out how to adapt, the pipeline froze in April.

Luckily, Sendoso had a strong foundation, with a fully scalable marketing program and a robust marketing team. The sending platform immediately shifted its focus to providing educational content to customers and adapting its marketing strategy to new buying behaviors.

In this episode, CMO Dan Frohnen shares how Sendoso rebuilt its pipeline post-pandemic, transforming its product into a must-have via meaningful virtual events, powerful partnerships, and a special, Sendoso-style take on direct mail marketing. Check it out! 

For full show notes and transcript, click here.

What You’ll Learn in This Episode

• Behind Sendoso’s scalable marketing program
• How Sendoso rebuilt its pipeline post-pandemic
• How partnerships can amplify B2B virtual events