Category: Show Notes

“When you make an investment, make it worthwhile.” 

That’s exactly what Amisha Gandhi has done in her last two years as Tipalti’s SVP of Marketing, joining the fintech organization not too long after it rebranded and was raring to grow. 

In this episode, learn what it takes to come in as the new CMO and get quick wins while setting up an organization for marketing-led growth. From optimizing demand to defining a brand purpose to squeezing everything out of events, learn how to ensure that marketing’s contribution to the organization can’t be questioned (AKA 52% marketing-sourced net new deals, among many other impressive numbers). Tune in! 

What You’ll Learn  

• Why new CMOs should focus on demand first 
• How Tipalti found its brand purpose 
• The story behind Tipalti’s first-ever user conference  

Josh Leatherman has been with Service Express for over a decade, serving the last 6 as CMO as the company has grown from $30 million to $250 million in ARR. And they don’t show signs of stopping, on a growth path to reach half a million by 2025.

But with signs of a recession growing stronger, will that put a pause on their high-growth plans?

“We just refuse to participate in recessions,” says Josh, joking that he wished it was that easy. But he’s not too nervous. You can recession-proof your business.

How? Tune in to this episode to learn the secret to revenue growth, how to maximize marketing spend, and how to build customer advocacy programs in the face of a downturn.

What You’ll Learn in This Episode 

• Why your people are the secret to revenue growth
• How to prepare internally and externally for a pending recession
• How to maximize marketing spend in the face of budget cuts

What should the coolest, most CATS-est of marketers be thinking about for 2023? (CATS standing for courageous, artful, thoughtful, and scientific). Tune into this episode with Drew as he reflects on some of the standout lessons of 2022 when it comes to building an unbeatable B2B brand strategy.  

What You’ll Learn  

• 2023 marketing lessons from Renegade Marketers Unite 
• B2B brand strategy lessons from 2022 

“This is a critical thing about a powerful brand: It requires very few cognitive calories from their audience to remember it.” 

The idea of “cognitive calories” resonated deeply with the CMOs attending the CMO Huddles Bonus Huddle (re: private Q&A) with Lindsay Pedersen, brand strategist and author of Forging an Ironclad Brand. In this episode, tune in to hear all of Lindsay’s illuminating insights into what it takes to create a truly sharp, memorable, and resonant B2B brand. It’s not to be missed. Tune in!   

What You’ll Learn in This Episode 

• What B2B brands can learn from B2C brands 
• What makes a powerful B2B brand 
• How to rebrand successfully

There’s a lot to be learned from the enterprise brand.  

They’ve reached a status that many strive for, and it’s pretty clear from today’s episode that an emphasis on brand and an eye on the future are the reasons why. Tune in to hear from Rebecca Stone of Cisco Meraki and Peeyush Dubey of TheMathCompany (he was at LTI at the time of this interview) about why to go big on brand, as well as how these mega-brands are looking at things like CSR, Web 3.0, the metaverse, and more!  

What You’ll Learn in This Episode 

• How big B2B companies think about brand 
• How to measure brand 
• What big brands think about CSR, the metaverse, Web 3.0 +++ 

Deloitte added 156K new hires in 2022. You heard that right—in the middle of mass-resignations and the war for talent, the professional services brand’s employee base has grown to 412K-strong. What’s their secret? 

Enter Deloitte CMO Suzanne Kounkel, who has been with the firm for 27 years, serving countless consumer and business brands while leading relationships with many of the firm’s largest clients. In this insight-heavy episode, Suzanne shares what it means to win at employee engagement, how Deloitte keeps its culture strong in a hybrid world, and the integral role brand plays in all of it.

This episode is largely about creating the formal programs that lead to those informal magic moments—where a brand’s culture lives feely in the wild in a way that captures the attention of talent, customers and prospects. Tune in!

What You’ll Learn in This Episode 

• How Deloitte engages a 412K-strong employee base 
• How the pandemic impacted recruiting, retention, and culture 
• How to make a brand promise real internally