Category: Show Notes

Building a Culture Around an “Open” Purpose

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Building a Culture Around an “Open” Purpose

How do you become a $4-billion company by selling free software? It almost sounds like a trick question, but it’s been done. Just ask Tim Yeaton, CMO of Red Hat, a $4-billion, open-source software company. The marketing’s been a major driver of success, and as Tim Yeaton puts it, has been the glue that permeates across the company and enforces everything—from product, to community, to end user.

Though Yeaton starts out by discussing how marketing supports large tech companies, and how it has fostered a community as unique as Red Hat’s, he starts to break down the individual elements that can be applied to any B2B brand looking to get their marketing gears turning: simultaneous brand building and demand gen, developing a collaborative, meritocratic culture, effective agency collaboration, and perhaps most importantly, the benefits of simply telling a great story. Lastly, though it may not be the most critical driver of success, it is probably worth mentioning that Red Hat is likely the first-ever company with an advisory committee built entirely of employees that have had the logo tattooed on them—now that’s dedication.

For full interview: bit.ly/2Yyhda1

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Catching Waves and Going Carbon Neutral with the World Surf League

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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.

Catching Waves and Going Carbon Neutral with the World Surf League

How can a brand save the world? They could do something flashy, like repel an alien invasion or topple Godzilla, or they could do something real and substantive, like the World Surf League. When the WSL isn’t helping pro surfers shred the next big curl (are we saying that right?) or giving sports fans a great way to soak up some rays, they’re preparing for the future. As a sport deeply intertwined with the environment, that means committing to going carbon neutral.

Sophie Goldschmidt, CEO of the WSL, has helped this goal permeate the entirety of the organization, and has noted how crucial it is to have a brand purpose worth rallying behind. On this episode, she discusses her athletics-centered marketing career, from Adidas, to the World Tennis Association, the NBA, and Rugby Football Union, as well as her commitment to brand purpose, engaging with the customers, effective company leadership, and more.

For full interview: http://bit.ly/30wjUGw

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How to Be A Data Visionary

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How to Be A Data Visionary

Millions of data points. A singular vision. Those are at the core of the new NetApp campaign, and the results were pretty significant. Over 70% of folks who saw the campaign saw NetApp as “a new company,” while website traffic tripled. So, yeah, pretty successful. So how’d they pull it off? A blend of tactful digital rollouts, account-based marketing, and more. It also came down to the idea of being a data visionary, and that, as CMO Jean English puts it, “everyone wants to be a visionary.

On this episode, Jean further explores the notion of being a visionary, and the crucial role boldness played in shaping this successful campaign. In forming the campaign, and the marketing mindset, Jean wanted her team to stretch the idea as far as it could go, and then go a little bit further. She wanted to make sure people had far-reaching ideas, and then she wanted to test and experiment. Listen in to hear more about her fail fast and move forward mentality, about aligning her vision across the company, and more.

For full interview: bit.ly/2SXribr

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Digital Superheroes: How Agari Makes a Bold Mission Real

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Digital Superheroes: How Agari Makes a Bold Mission Real

What do you need to make a big splash? A big ship, one would assume, is a terrific place to start. So that’s exactly what Agari used to launch their new brand, the purpose of which is written loudly and proudly on the walls of their headquarters: “Agari protects digital communications to ensure humanity prevails over evil.” That’s a pretty bold way of explaining that your company is an advanced cybersecurity firm for email. But a bold mission statement is exactly what companies need to grow. At Agari, this statement is deeply woven into the community fabric, from the board members down to rank-and-file employees.

On this episode of Renegade Thinkers Unite, Armen Najarian, CMO, discusses how they made the mission real, and how having that meaningful guidance of saving and protecting the world of digital communications, helped drive brand, product development, company growth, and more.

For full interview: http://bit.ly/2YW1Vco

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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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