Category: Show Notes

The Big Pivot for 2021? Category Creation!

Posted on by Melissa Caffrey

Anthony Kennada knows a thing or two about ANA’s 2020 word of the year: “Pivot.” In just 4 years, Anthony “pivoted” from Business Development Associate (BDA) at Box to CMO of Gainsight—an astounding feat for any marketer—and during his 6 years at the startup, he helped establish a category, growing the brand from $0 to over $100 million in revenue.

Now, he’s at Front, a start-up customer communication hub with a high-level story to tell. In this episode, Anthony shares how his experiences at Gainsight have informed his community-building, demand-generating efforts at Front—from how to develop a long-term, growth-focused brand strategy to how to bring employees, customers, and prospects together under one purpose-driven cause. Check it out!

What You’ll Learn in This Episode

  • How Gainsight became a leader in customer success
  • What it means to produce high-quality content
  • How Front built its brand

Awareness Matters: How One B2B CMO Cut Through

Posted on by Melissa Caffrey

What happens when you pair an identity security company and Terry Crews? An impressive, wildly successful influencer marketing success story, that’s what. It was the final piece of the “Let’s boost our brand awareness” puzzle that Ping Identity CMO Kevin Sellers was looking for. They had already identified their new brand identity and got internal support, now it was time to go big.

This episode is all about the courageous, artful, thoughtful, and scientific marketing that goes into building brand awareness, all in the service of driving new customer acquisition. As Kevin shares, “You can’t win business if you don’t even get a chance to bid on the deal.” Tune in for an inspiring story about brand differentiation, with ingenious marketing executions and measurable results.

What You’ll Learn in This Episode

  • How Ping Identity differentiated its brand
  • Ping Identity’s influencer marketing success story
  • How to measure a brand awareness campaign

Precisely How to Change Your Brand Name

Posted on by Melissa Caffrey

Would CMO Kevin Ruane recommend renaming a brand during a pandemic? No, he wouldn’t; but they had to do precisely that when Syncsort acquired the data and software division of Pitney Bowes in December 2019. The company had 6 months to change the Pitney Bowes name—6 months that just so happened to coincide with all of the disruptions of 2020.

In this episode, Kevin shares how Syncsort became Precisely, a global leader in data integrity committed to its “Trust Your Data” message. Tune in for tried-and-true best practices for B2B brands undergoing a name change, like when to get employees involved (hint: early and often) and how to successfully transition old brand equity over to a new, purpose-packed brand.

What You’ll Learn in This Episode

  • How (and why) Syncsort changed its name to Precisely
  • Why brands need to involve employees early and often when rebranding
  • How Precisely launched its new name and messaging

The CMO’s Silver Linings Playbook

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2020 has not been easy for anyone. In this episode, Drew reflects on the personal and professional challenges faced by marketing leaders, and how they’ve overcome adversity to build better, more empathetic B2B organizations that are dedicated to making the world a better place.

As the great Ben Franklin once said, “Out of adversity comes opportunity.” From how #WFH has changed the way we work to what CMOs plan on doing differently in 2021, this special Thanksgiving episode is filled with silver linings and insights from a wide range of inspiring B2B CMOs.

What You’ll Learn in This Episode

  • Silver Linings from the challenges of 2020
  • How CMOs can reinvent the way we do business
  • Tips for marketing leaders in 2021

For full show notes and transcript: https://bit.ly/2UY61QG

Litmus Testing Your Email Marketing Strategy

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This September, Litmus released the results of its latest state of email survey: 77% of marketers say email is one of their most effective channels, and 78% suggest that it’s been vital to their overall success. This should come as no surprise, especially given that Litmus surveys have also found email has a staggeringly high return on investment: $42 ROI for every $1 spent.

The survey came out with the launch of Litmus’ first-ever Litmus Live Everywhere, a free, virtual event to replace their in-person one (which typically costs ~$1500, by the way), as well as a new product and certification program. Needless to say, Litmus has been busy.

In this episode, CMO Melissa Sargeant joins Drew to discuss all things email marketing, like how Litmus markets to marketers, common mistakes, and why batch and blast is dead. This episode is jam-packed with insights from the CMO of one of the leading email marketing tools of today. Don’t miss it!

What You’ll Learn in This Episode

  • How email marketing can inform your marketing mix
  • How Litmus markets to marketers
  • Common email marketing mistakes

For full show notes and transcript: https://bit.ly/3ffL7G1

How CMOs Can Hire Smarter in 2021

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Any B2B or B2C organization is only as good as its team, so it may be surprising to hear that the hiring process hasn’t really changed for the last decade. In fact, 9 out of 10 CMOs say they aren’t doing anything different when it comes to building their marketing squads.

It’s high time for that to change; it’s time to bring all of the tools available in MarTech over to the people side of the house. In this episode, Aptology CMO Caroline Tien-Spalding joins us to talk all things employee hiring. Tune in to hear why understanding behavior at work is essential, how Caroline built a CRO advisory board to help drive content, and how hiring right can boost revenue across the board. 

What You’ll Learn in This Episode

  • Why B2B and B2C brands need to update their hiring processes
  • How Aptology matches employees to companies
  • How CMOs can hire better

For full show notes and transcript: https://bit.ly/32Bo0AQ