Category: Show Notes

Once you go ABM, there’s no going back. That’s the sentiment that our CMO guests shared in this episode of Renegade Marketers Unite, and for good reason. Tune in to learn how ABM can transform the revenue engine at B2B organizations, setting marketing up as a key strategic player and enabling personalization at scale.

CMOs Kevin Sellers of Ping Identity, Laura Beaulieu of LeanLaw, and Ali McCarthy share their experiences standing up and evolving ABM at their firms. As Kevin declared, “ABM done right is spearfishing. You’re not casting the net super broad and sorting through it, you’re really going after specific fish.”

Don’t miss it!

And don’t forget to catch the previous episode, also dedicated to ABM: CMO’s Guide to Adopting Account-Based Marketing.  

What You’ll Learn 

• How 3 CMOs evolved ABM programs at their organizations 
• Why you need clean data for successful ABM 
• How ABM can redefine the marketing function 

Thinking of adopting (or ramping up) ABM? Welcome to part 1 of two episodes dedicated to implementing Account-Based Marketing (ABM) programs. In this episode, Huddlers Charles Groome of Biz2Credit, Chip Rodgers of WorkSpan, and Grant Johnson of Billtrust lead the charge, sharing how they’ve brought ABM into their organizations and the difference it has made. 

Learn how to choose an ABM platform, how much time and how many people you may need, and what ABM success looks like.  

What You’ll Learn 

• How to ramp up an ABM program 
• How to get to marketing-sourced revenue 
• How to run a successful ABM program 

To rebrand or to not rebrand, that is the question… in this episode of Renegade Marketers Unite! Three CMO guests join to share the strategic process behind a brand refresh, from how to know it’s time to rebrand, to how to get buy-in, to what you need to do to execute a successful one. This is the perfect strategic rebrand episode for B2B marketers wondering if it’s time for a refresh, giving them the building blocks they’ll need to enable change that will drive business forward. 

Tune in for wisdom from:

• Rashmi Vittal of Productiv 
• Bill Strawderman of GS1 US 
• Julie Feller of U.S. Legal Support

What You’ll Learn 

• How to know when it’s time to rebrand 
• How to get buy-in from the C-Suite and the board 
• The process: from research to aha moments and more 
• Metrics to show a successful rebrand 

This special 350th episode was brought to you from Drew’s hotel room at Forrester’s 2023 B2B Summit and holds 12 key takeaways that B2B marketers can use to drive customer-centric growth. Long-time listeners will recognize Drew’s CATS framework and the enduring importance of being courageous, artful, thoughtful, and scientific. These core traits of successful CMOs are reinforced with fresh insights from the Summit. Tune in to soak it all in.

What You’ll Learn

• Top B2B marketing lessons from Forrester analysts  
• How to lead with customer centricity 
• The 4 dimensions of customer value 

This episode was brought to you by AI (with a healthy dose of human oversight, of course).

Descript. Otter. ChatGPT. These are just a few of the generative AI tools that are helping simplify the tedious and clear the way for bigger and better ideas in the marketing world, and that’s the focus of this conversation with Cathy McPhillips, Chief Growth Officer of Marketing AI Institute.

Tune in to hear some really interesting use cases, like how she saved 18-20 hours of podcast production, how AI won in an A/B test for generating promotional copy, and how to keep up with the pace of AI. And if you like what you hear, check out the upcoming MAICON (Marketing AI Conference), July 26-28th, 2023 in Chicago.

We have a discount code for CMO Huddles members. If you want it, let us know!

What You’ll Learn 

• Tips for deploying gen AI tools 
• Why you still need human oversight 
• How to converse with AI 

Navigating a potential spinoff of a megabrand. Moving to enterprise. Going public. These are massive business initiatives where marketing can play a key role—and it’s up to the CMO to prove it.

In this episode, three such CMOs share how they’ve cemented marketing’s seat at the table when it comes to propelling business forward (with impressive stats like 60% year-over-year growth and marketing bringing in 80% of the pipeline, for example).

Tune in to hear the strategies and tactics behind these powerhouse CMOs:

• Toni Clayton-Hine of EY Americas 
• Jamie Gilpin of Sprout Social 
• JD Dillon of Tigo Energy 

What You’ll Learn

• How to align marketing with the business  
• How to establish marketing as a strategic partner 
• Which metrics matter to non-marketers