Category: Show Notes

Post-Sale Marketing and Keeping the Customer Smiling

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Post-Sale Marketing and Keeping the Customer Smiling

Customers: What are they? Where do they come from, and what do they want? These are some of the great, cosmic questions we humans may never be able to answer. Just kidding, it’s actually (from a high-level, conceptual viewpoint) pretty simple. We’re all doing business with people, and people matter. If you keep your customer happy, great things happen. Going a little further, companies need to spend more time focusing on customer activation. Customers can and should be advocates for your brand, but to achieve that, they have to be treated well. Simple enough concept, but execution will take a little work.

On this episode of RTU, Kevin Spurway, SVP of Marketing at Appian, an enterprise application development platform, talks about the high level of commitment and effort required to really engage with customers, especially existing ones. He discusses what he calls “post-sale marketing,” which is how Appian has been so successful at developing meaningful relationships with its client base. Tune in to hear about post-sale marketing, celebrating customer success, customer-engagement pitfalls to avoid, and more!

For full interview: http://bit.ly/2wTmABn

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Take It Slow — How Research Can Supercharge Your B2B Marketing

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How Research Can Supercharge Your B2B Marketing

When you order a pizza, you want it delivered quickly. It should prepared, placed in one of those fancy heat-retaining delivery bags, and be at your door within the half hour. Boom. Simple.

A brand transformation is not a pizza (stop the presses!). Most marketing endeavors, in fact, benefit immensely from first slowing things down. Do your research, let ideas cool off while you consider them, and make sure your efforts are built on a strong, deliberately crafted foundation. Then, order your team a pizza to celebrate a well-executed campaign.

That’s part of what Dawn Colossi, CMO at FocusVision, a customer insights company, preaches. Research is absolutely key. No matter how tight the deadline, how urgent the project, it’ll always be beneficial to start off with the research, even if a light, initial round. Tune in to hear more about effective researching, tactful surveys, and how to be more deliberate in your marketing efforts.

For full article: http://bit.ly/2XQSlad

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How the Control Freaks at UTAK Are Cutting Through

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Renegade Thinkers Unite recently moved to renegade.com! As a subscriber, you should have received an email with the subject line ‘Activate your Email Subscription to: Renegade Thinkers Unite’. It may be buried in your inbox, or even the spam folder, but if you click the link in that email, you’ll continue getting notifications when each week’s new episode is published, only now it’ll be to renegade.com.

How the Control Freaks at UTAK Are Cutting Through

What’s your brand truth? Actually—let’s pull back a bit: what is a brand truth? You could give it a few different names, but in essence, your brand truth is a concise guiding principle that informs virtually every aspect of the company’s operation and, importantly, can’t be dismissed. In the case of UTAK, a toxicology quality control provider (serving chemistry labs, forensics experts, and more), they nailed it in two words: “Control Freaks.”

On this episode of RTU, CMO, and Chief Control Freak, Matt Kopp joins the show to discuss the origins of “Control Freaks,” and how two simple words have influenced every arm of the company, from product development, to customer engagement, to marketing. He also dives into the benefits of bringing in an outside agency (Renegade LLC) to develop the idea, the importance of internal buy-in, how to stand out in a crowded B2B market, and more.

For full article: http://bit.ly/2KhWCQx

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How to Build a Lean, Mean Lead-Gen Machine

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Renegade Thinkers Unite recently moved to renegade.com! As a subscriber, you should have received an email with the subject line ‘Activate your Email Subscription to: Renegade Thinkers Unite’. It may be buried in your inbox, or even the spam folder, but if you click the link in that email, you’ll continue getting notifications when each week’s new episode is published, only now it’ll be to renegade.com.

How to Build a Lean, Mean Lead-Gen Machine

About 5 years ago, Rebecca Stone joined LiveRamp and the CEO said “I want you to be as sophisticated as possible in advertising, and how you use it.” At the time, the company had two sales development reps, a funnel that wasn’t necessarily feeding leads properly, and a young tech stack and tons of potential, so Rebecca got to work on the company’s digital transformation.

Now, the company has a tech stack built from roughly 40 different tools, broken into different operating nodes, a marketing team that supports 20 sales development reps, an in-house data lake, and data analytics models that can accurately predict how marketing spend will translate to revenue—a sort of holy grail for marketing analytics.

On this episode, Rebecca shares her journey at LiveRamp, a platform that helps brands get personalized ads in front of users across the web, and how she helped build the well-oiled marketing machine that her department has become.

For the whole article: http://bit.ly/2DNuPTv

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How to Mine an Asteroid

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Renegade Thinkers Unite recently moved to renegade.com! As a subscriber, you should have received an email with the subject line ‘Activate your Email Subscription to: Renegade Thinkers Unite’. It may be buried in your inbox, or even the spam folder, but if you click the link in that email, you’ll continue getting notifications when each week’s new episode is published, only now it’ll be to renegade.com.

How to Mine an Asteroid

You might think the first step to asteroid mining is get a rocket ship. Usually you would be right. But on this episode of Renegade Thinkers Unite, Sean Regan, Head of Product Marketing at Atlassian, is taking a different approach. To Sean, mining an asteroid speaks more to the idea that a portion of your marketing, or overall company strategy, has to seek out untapped, sometimes hard-to-reach areas, otherwise you’ll just be chipping away at coal in the same mines as everyone else, looking for small, incremental bumps in value. As Sean says about marketing, “if you’re not nervous about it—even a little bit—there’s a pretty good chance it doesn’t matter.”

At Atlassian, a software developer aimed at improving collaborative productivity for companies, Sean keeps asteroid mining front-and-center when formulating marketing strategies. On today’s episode, join in as he and Drew talk about how to bring emotion and creativity to science-driven marketing, how product development and marketing is contributing to Atlassian’s 100M monthly active user goals, how to get customers to become brand evangelists, and more.

For whole article: http://bit.ly/2Q0pFrV

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How SAP Hopes to Make the World Run Better

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Renegade Thinkers Unite recently moved to renegade.com! As a subscriber, you should have received an email with the subject line ‘Activate your Email Subscription to: Renegade Thinkers Unite’. It may be buried in your inbox, or even the spam folder, but if you click the link in that email, you’ll continue getting notifications when each week’s new episode is published, only now it’ll be to renegade.com.

How SAP Hopes to Make the World Run Better

If you were constructing a bingo board based on the lingo in tech company discussions, you’d have “disrupt” right in the middle square, as it’s basically a freebie. What’s far less common, is seeing a company actually follow through on that disruption, but that’s what SAP has managed to do. Alicia Tillman, CMO, has been hard at work trying to re-envision how SAP presents itself, largely driven by the CEO’s ambitious goal to crack the top 10 most valuable brands in the world.

So, Alicia took the reins, set about repositioning the company, and has since seen SAP move from 21st most valuable brand to 17th—their highest growth rate since 2009. Quite a few cylinders have been firing to make this happen: Their commitment to rallying behind a bold, company-wide purpose, their internal buy-in and alignment, their dedication to creativity and storytelling, and of course, good old fashioned hard work, have all played a major role in kicking SAP into the next gear. For more of Alicia’s keys to effective marketing, and to get a closer look at how one of the most valuable companies maintains and builds on its success, check out the full interview.

For the whole article: http://bit.ly/2DNuPTv

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