Here’s what you missed — 211: B2B Partnerships That Matter

Renegade Thinkers Unite has 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.

Like many B2B companies, K2 Software has really zeroed in on what makes its low-code process automation platform mission-critical for its customers. Unlike many B2B companies, K2 had already started shifting its strategy and messaging in 2019, months before the far-reaching effects of COVID were on anybody’s radar. In the scramble to prove that its product or service is essential during a downturn, K2 was ahead of the game.

In this episode of Renegade Thinkers Unite, K2 CMO Carlos Carvajal shares how the company’s recent brand transformation and various internal and customer partnerships have helped them navigate the challenges of 2020 and transform automation for the better. Be sure to tune in to hear about the success of K2’s virtual event, the launch of a new sub-brand, how K2 celebrates customer success, and more.

What You’ll Learn in This Episode

  • Why K2 transformed into a mission-critical brand (pre-COVID)
  • How K2’s marketing strategy is generating revenue
  • Why B2B customer partnerships and product partnerships matter

For full show notes and transcript: https://bit.ly/3jq1mRb

Here’s what you missed — Bold, Creative B2B Marketing

Renegade Thinkers Unite has 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.

Citing a recent virtual event she attended, CMO Latané Conant of 6sense truly believes that, for marketers, “The more things change, the more things stay the same.” Now, a lot of things have changed: no more physical events, no more sales presentations, no more opportunities to bring clients together or close deals via in-person entertainment. So, what stays the same?

In Latané’s opinion, what doesn’t change is the fact that, as always, marketers need to lead the charge with bold, creative marketing that works with changing circumstances to bring people together, create memorable experiences, and help get sales teams to close. For this bold episode, Latané shares how 6sense has created demand via meaningful, community focused virtual events, why creativity is essential when marketing (especially if you’re marketing to marketers), and how to use ABM effectively without wasting anybody’s time.

What You’ll Learn in This Episode

  • Why segmentation is essential to creativity
  • The difference between a webinar and a virtual event
  • How 6sense creates demand out of virtual events

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

Here’s what you missed — Episode 209: Spinning a New B2B Brand Out of IBM

Renegade Thinkers Unite has 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.

Imagine a globally recognized brand (say, IBM Watson Marketing) decides to spin out and gets packaged up and purchased by private equity. Imagine said brand not only has big name recognition, but also a handful of acquisitioned companies with some seriously loyal customers. So, you’re a brand-new company with 1,000+ employees, 3,500+ customers in 21 countries, and 5 major products; you need to build an infrastructure, culture, and brand from scratch. Top that all off with a worldwide pandemic, and you’ve got one seriously big challenge ahead of you.

Enter CMO Norman Guadagno. Joining Acoustic in 2019, Norman’s mandate was to create a brand, build a marketing organization, and build a company for the IBM carve-out. Daunting, yes, but in this epic episode, Norman shares how Acoustic has made a name for itself. From partnering with HR to establish a distinct culture to selling the new brand to existing customers, this jam-packed episode is a must for courageous B2B marketers everywhere.

What You’ll Learn in This Episode

  • How Acoustic built its brand
  • Why B2B branding needs to start with employees
  • How to balance old equity with a completely new brand

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

Here’s what you missed — Episode 208: Building a Marketing-Driven B2B Organization

Renegade Thinkers Unite has 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.

“So, a brand walks into a bar…What drink does it order?” And no, it’s not the start of a joke, instead, it’s a question that CMO Paz Macdonald asks when thinking about brand. When she joined Software AG in 2019, it was clear that the 50-year-old enterprise software company’s brand needed a massive overhaul—they had a great reputation but poor brand awareness. It was time to stop being the brand that would order a still water at the bar, and instead order a sensible, inviting cocktail with the confidence of a globally recognized brand that knew it was making a difference.

In this episode, Paz shares the story behind Software AG’s rebrand, and how a comprehensive brand audit, a completely new website, and an inspiring “living connections” message has built a well-oiled, marketing-driven organization. She also discusses B2B rebranding best practices with full transparency, like how much to involve employees, why companies should seriously consider using an outside marketing firm, and more. Check it out!

What You’ll Learn in This Episode

  • Why Software AG decided to rebrand
  • How Software AG built a new website and a new brand
  • Best practices for any B2B rebrand

For full show notes and transcript: https://bit.ly/3l8hl7J

Here’s what you missed — Episode 207: How B2B CMOs Can Prepare for 2021

Renegade Thinkers Unite has 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.

The challenges of 2020 have set the stage for big changes in 2021 (and beyond). For optimistic marketers, this means that 2020 is the fertilizer for a beautiful 2021, but it’s going to take a progressive, agile, and strategic mindset to reap the rewards. To discuss upcoming changes in the way that buyers buy and sellers sell in the context of marketing, Brent Adamson, distinguished VP at Gartner, joins Drew for his fourth episode of Renegade Thinkers Unite.

Joined by a live audience, Brent answers questions about how CMOs can plan for 2021, positing that marketers shouldn’t necessarily be focused on creating high-quality content. Instead, marketers should be brokers of information and experiences, building the confidence of their customers and prospects by coaching them through a world overwhelmed by thought leadership. Be sure to tune in to this productively disruptive episode—it might just change the way you think about marketing for the better.

Today’s guest CMO audience: Dux Raymond Sy (AvePoint), Mandy Dhaliwal (Dell Boomi), Dan Marks (previously of Hancock Whitney, now Infusion), Michelle Boockoff-Bajdek (Skillsoft), and Simon Schaffer-Goldman (Case Paper).

What You’ll Learn in This Episode

  • How to enable buyer confidence
  • Why customer engagement is about sensemaking
  • Brent’s predictions for the future of marketing

For full show notes and interview: https://bit.ly/3hXTA0s

Here’s what you missed — Episode 206: Marketing to the Rescue

Renegade Thinkers Unite has 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.

Businesses need marketing now more than ever if they want to drive top line growth. Why? Because marketers know how to do more with less. Despite budget cuts and the shift to virtual-only communications, marketers still know how to motivate employees, generate quality leads for sales teams, and gather customer feedback to influence product. As Drew says, “Marketing to the rescue. This is your moment.”

Enter CMO Katie Risch of Centro, a global software provider for digital advertisers that has grown from 3 employees to 700 in 15 years. In this episode, Katie shares how the marketing team at Centro has played a crucial role during COVID—enabling the sales team via high-quality content and enabling the product team to develop a companion product for the platform. As one of the original 3 employees at Centro, Katie also shares her unique path to the CMO role, one that has made her a dynamic leader who really understands what it means to align teams to work towards the company vision. You don’t want to miss it!

What You’ll Learn in This Episode

  • How Centro’s marketing team developed new product during COVID
  • How educational content and research can engage customers
  • Why a CMO doesn’t need a marketing background to be successful

For full show notes and interview: https://bit.ly/3c7NJ7n