Category: Show Notes

What does B2B success look like? Some might say that it looks like $12 billion in annual revenue with over 60,000 employees serving more than 20,000 clients in 130 countries, and in that case, FIS is right on the money. So why did the financial services company decide to turn their focus to building brand awareness?

In this episode, CMO Ellyn Raftery shares how FIS simplified its brand after acquiring Worldpay, streamlining a docket of 800+ products into 10 distinct categories and one brand story as it shifted into a B2B2C mindset.

Tune in to learn how FIS developed the new brand, how they made it real, and how it’s setting them up for even more growth in the future. Plus, learn Ellyn’s secret to CMO longevity—she’s been at FIS for 9 years!

What You’ll Learn in This Episode

• How B2B company values helped FIS adapt during COVID
• How FIS developed and rolled out its new brand
• Why great B2B branding increases business value

It’s time to restructure your B2B organization. To trim down your MarTech stack. To reconsider which metrics matter. These are things that this episode’s guests are all in agreement on, and taking it one step further, they also believe that the CMO is the one for the job.

Tune in to hear from two of the three CMO to CRO authors, Brandi Starr and Rolly Keenan (COO and CRO of Tegrita, respectively), as we compare the future-thinking recommendations put forth in their book with those in Drew’s new book, Renegade Marketing. To keep everyone honest, CMO Peter Finter of CyberGRX brings a bevy of real-world experience and insights to the table. Don’t miss it!

What You’ll Learn in This Episode

• Why B2B marketers need to cut their tech stack
• Why B2B organizations should restructure
• How the CMO can drive revenue operations in the C-Suite

Of the B2B brands that became essential post-COVID, ABM Industries sweeps up. Literally. No, this isn’t a show about Account-Based Marketing per se; it’s about a facility services company that stepped up during a time of need to ensure that employees, customers, and customers’ customers were safe.

Tune in to this fascinating interview with ABM CMO Cary Bainbridge, where she shares how the company relied on the experts and adapted in real-time to help customers through a time of need. This is a lesson in pivoting under pressure, with great insights for marketers into co-branding, developing essential services, and more.

What You’ll Learn in This Episode

• How ABM stepped up during the pandemic
• How ABM launched and marketed a new service offering
• The value of B2B co-branding

Wait, wait, wait… Renegade MARKETERS Unite? You heard that right. After 259 episodes, we’re re-establishing a little bit more loudly and clearly what this podcast really is—a hub for renegade marketers. This is a podcast that records and celebrates fascinating stories from visionary B2B CMOs, a very specific brand of renegade thinkers in the B2B world.

The name change falls right in line with Drew’s new book Renegade Marketing: 12 Steps to Building Unbeatable B2B Brands out Oct 5th, compiling insights gleaned from 450+ CMO interviews, research studies of 200+ CMOs, and years of torture testing the prescribed strategies. In this episode, Drew the host asks Drew the author some hard-ball questions about the book, like why you should read it and what you can learn from this valuable marketing resource. Don’t miss it!

What You’ll Learn in This Episode

• All about Drew’s new book, Renegade Marketing
• What it means to be a purpose-driven B2B brand
• How B2B marketers can benefit from reading Renegade Marketing

Ahh, work from home. A concept that became a hashtag overnight as the pandemic shut down offices around the world, relegating entire teams to Zoom squares. Zoom squares that moved away from the area, that enjoyed skipping a long commute, and that were able to maintain high levels of productivity despite the limitations. Zoom squares that nevertheless missed the creative spark that comes from in-person meetings.

Now that things are opening up again, B2B businesses face a new challenge: figuring out what exactly their new policies will be when it comes to in-office versus remote work. In this episode, Khalid El Khatib of Stack Overflow, Ellina Shinnick of HUB International, and Mike Brannan of Centric Consulting share how their respective companies have adapted, offering heaps of insights into how to maintain a strong work culture, how to effectively communicate with hybrid teams, and what it means to be a good leader during these ever-changing times. Don’t miss it!

What You’ll Learn in This Episode

• How 3 CMOs are leading their teams in a hybrid world
• How to maintain a strong sense of culture while hybrid
• Leadership best practices for managing hybrid teams

Ah, RFPs. Short for Requests for Proposal. Long for time-to-value. They’re the bane of many a B2B business’ procurement processes, frustratingly time consuming and full of friction in a fast-moving world. But they don’t have to be that way, not according to VP Global Marketing Angela Earl and the team at RFPIO.

They aren’t here to tell you that the RFP process as it stands today isn’t full of pain; instead, the RFP response SaaS brand is here to tell you there’s another way. Tune in to hear how RFPIO is drinking its own champagne to both simplify and build confidence in a notoriously frustrating category, enabling sales teams in such a way that the RFPIO marketing team effectively delivers a whopping 90% of pipeline (“pipeline” being fully vetted Sales Qualified Opportunities, that is). Check it out!

What You’ll Learn in This Episode

• How RFPIO is maximizing internal and external partnerships
• How brands can optimize their RFP creation and response processes
• The secret behind RFPIO’s marketing team bringing in 90% of pipeline