Tag: CMO Strategy

Copper, Blue + Pink: An Artful Name Change / Rebrand

Posted on by Drew Neisser

If you took every tech company logo and stacked them by color, here’s what you’d see: some red, some shades of black, grey, and white, some green. But all those stacks would be in the shadow of one color: blue. Samsung, Facebook, Lenovo, PayPal, hp, Dell—the list of blue logos goes on and on.

So what did Morgan Norman, CMO of Copper (née ProsperWorks)? He went pink. With a dash of creative, and a spritz of data analysis, Copper went bold and rebranded in a major way. But—a rebrand isn’t just a name and a color. The new mentality has to fill up every nook and cranny of the company, employees need to buy in, users need to be kept informed. On this episode of Renegade Thinkers Unite, Drew Neisser talks with Morgan Norman about the keys to a rebrand, some common hurdles, and more about B2B marketing.

Tune in here.

Subscribe on Apple Podcasts – Stitcher – or Podsearch

What You’ll Learn

Why a company name change?

Before its company name change, Copper was a very successful business. It was not looking for a different name to boost sales or to pull itself out of a slump. However, there were still various reasons to change its name. ProsperWorks was a hard name for people to remember. It was even harder for people to say. Prior to its name change, it was in 110 countries, and the name ProsperWorks was hard to translate. Studies were also showing that customers were consistently misspelling its name. All of these reasons culminated in a desire to explore new company names.

Just a coat of paint, or a complete overhaul?

When ProsperWorks changed its company name to Copper, it did not just change its name – it changed its entire brand. Morgan explains that every bit of product was overhauled, from customer interactions and existing content, to its brand and the company’s roadmap of where it wanted to go. He said that with the new name, the brand changed to revolve around relationships.

How Copper used a relaunch to generate interest in its brand

Copper used its relaunch to help generate interest in its brand in several different ways:

  • They launched a new advertising campaign: CRM Minus the Bad Stuff. Their ads were enough to make the public curious enough to finish the story by finding out more information on the product.
  • Copper utilized billboard ads. They ran 2 at a time in San Francisco near the airport. This captured the audience of people flying in. They also put a human face to CRM.
  • They produced massive amounts of content about the company and its new name. The name change was surrounded by information on the company.

Timeline

  • [2:30] Who is Morgan Norman?
  • [5:52] Why ProsperWorks changed its name to Copper
  • [7:31] Which came first: the name change or the URL
  • [12:24] Why the name Copper instead of Copper CRM
  • [15:43] Why Copper chose pink in branding
  • [17:46] A complete overhaul: from name to product
  • [21:34] Internal involvement before a name change
  • [27:25] The launch of Copper’s new name
  • [30:18] How to use a relaunch to generate interest in your brand
  • [35:22] Top lessons from name changing
  • [38:47] Key metrics that matter in marketing

Connect With Guest:

Resources & People Mentioned

Connect with Drew

How Aetna’s Brand Transformation Teaches a Lesson in Storytelling Marketing

Posted on by admin

A company’s brand transformation process should never be taken lightly, especially for a health insurance company that serves the lives of thousands of people across the country. When David Edelman joined Aetna’s team as the CMO two years ago, he knew that a change was needed to reimagine the public perception of health insurance companies. On this episode of Renegade Thinkers Unite, you’ll learn how he and his team successfully transformed the Aetna brand into one that puts the joy and wellness of its clients first and foremost.

David shares why a rebranding transformation is not just a marketing thing — it must be an organization-wide effort that translates to tangible changes for customers. Drew and David also dive into how the Aetna marketing team achieved internal company buy-in, and how acting courageously in their market led to a completely reinvented brand rooted in sincere storytelling.

Get inspired to let storytelling drive your next marketing move.

                   Subscribe on Apple Podcasts – Stitcher – or Podsearch

What You’ll Learn

David’s first challenge was figuring out the space in which Aetna could relate with clients

When asked about the healthcare industry, most people will associate the market with negative words and emotions. Overcoming this negative association was David’s first challenge as Aetna’s new CMO. He realized that Aetna had to become so much more than a health insurance company. He tells Drew that they needed to become “a partner in our clients’ lives,” while telling each client, “We’re joining you! You lead, we’ll follow.” By opening up this line of honest communication with their clients, Aetna has been able to enter into new spaces of health, wellness, and preventative medicine.

Achieving internal buy-in was critical to the success of Aetna’s brand transformation

Before Aetna could help their clients reach their wellness goals, David and his team first had to achieve internal buy-in. Previously, each of Aetna’s departments had their own “feel” and culture. They combated this lack of unity by sharing the new brand promise, explaining priority initiatives, and continually asking for employee feedback and insights. They also used a variety of evaluation and measurement tools that allowed them to make the necessary course corrections throughout the brand transformation process. To hear the full story behind how all of this – and more – was achieved in just 6 months, be sure to listen.

Reorienting the B2B and B2C sales teams to sell with storytelling in mind

Drew and David talk at length in this episode about how Aetna successfully sells in both the B2B and B2C space. Not only does Aetna sell to individuals and families, but they also offer healthcare packages to small businesses and major corporations. David outlines a few major tools his marketing team was able to share with the sales team to make selling the new Aetna brand easier:

  • Arm the sales team with great content
  • Share the new customer experience
  • Use storytelling techniques – don’t just share lists and data
  • Focus on the idea of “One Aetna”

The reorienting process hasn’t been simple, but David and his team have handled it beautifully so far. For the full story, don’t miss this episode of Renegade Thinkers Unite.

Timeline

  • [0:28] David approached his marketing challenge at Aetna with courage
  • [3:54] The first steps in rebranding the entire company
  • [9:06] Taking action on the research David and his team collected
  • [11:28] Overcoming pushback throughout the rebranding process
  • [13:48] Engaging employees was critical in making the rebranding successful
  • [21:00] The internal structure of the brand transformation at Aetna
  • [26:05] Reorienting the B2B and B2C sales teams to sell with storytelling in mind
  • [36:41] David’s final thoughts on brand transformation and lessons learned during his 2 years at Aetna

Connect With David:

Resources & People Mentioned

Connect with Drew

The 2019 CES Preview – Everything B2B Businesses Need to Know

Posted on by admin

Every January, over 180,000 people converge on Las Vegas to place their bets on the coolest and potentially coveted gadgets the world has yet to see. The 2019 CES promises to be “the world’s gathering place for all who thrive on the business of consumer technologies.” It’s a can’t-miss conference for marketers and business professionals from all industries — even those in the B2B space.

On this episode of Renegade Thinkers Unite, Drew talks with Shelly Palmer, CEO of The Palmer Group, about what attendees can expect and look for at the 2019 conference. You’ll hear about why B2B professionals owe it to themselves and their clients to learn what is up-and-coming, as well as why attendance ROIs are so individualized. Be sure to listen to catch Shelly’s expert insights on new sub-conferences at the 2019 CES and how you can make the most out of this major networking experience.

Get up to speed on the upcoming 2019 CES – listen now.

                 Subscribe on Apple Podcasts – Stitcher – or Podsearch

What You’ll Learn

Here’s what you can expect at the 2019 CES

Shelly explains that CES has been a proving ground for new technologies for the past 50 years. Not only will attendees catch inside glimpses into brand-new technologies already on the market, but they’ll be able to understand what’s coming in 18, 24, and even 36 months. He says it’s a “unique crystal ball into the future,” and allows you and your team to begin building new technological opportunities into your own business plans.

Networking opportunities and big-picture dreaming will be abundant in January


Virtually all aspects of modern businesses are influenced by technology. Shelly tells Drew that even giant corporations have individuals on the receiving ends of B2B sales calls, and those individuals use everyday technologies that are featured at CES. That’s why even B2B professionals have countless opportunities to add value to their companies and careers by attending the 2019 CES.

Simply reading about CES after the fact won’t give you the full scope. To truly understand the importance of this event, you have to experience it for yourself. No longer just an “electronics show,” Shelly believes that the 2019 CES is truly a “business show.” Drew, Shelly, and hundreds of other industry leaders will be at 2019 CES – will you?

“Resiliency” will be a new focus at the 2019 CES, and it’s an area of innovation that deserves your attention

One business and marketing trend you need to be aware of is “resiliency,” explained by the Consumer Technology Association (owner and producer of the CES) as the ability to “keep the world healthy, safe, warm, powered, fed and secure, even in the face of adversity.” Innovations that will help restore power and cell service to disaster-riddles areas, for example, will be featured at this sub-conference event. “The Resilience Conference will deliver world-class conference programming, insights, and solutions,” says a recent CTA press release. In order to be informed and responsible global citizens, marketers can’t afford to miss this event.

B2B and B2C marketers alike will have dozens of opportunities at the 2019 CES to expand their network, brainstorm with like-minded professionals, and plan for the future. For more information on 2019 CES and to register, visit the conference website.

Timeline

  • [0:28] This year’s CES conference is not you can’t afford to miss
  • [7:27] B2B people need to attend the CES event too!
  • [13:34] Here’s what you need to look for specifically at this year’s CES event – and what not to believe
  • [21:44] “Retargeting is evil, but it works beautifully!”
  • [26:14] Shelly transformed his family-owned consulting business into a global entity that does “engineering for engineers”
  • [33:00] “Resilience” will be a new focus at the 2019 CES
  • [32:28] The ROI on CES is very individualized, but 100% worth it

Connect With Shelly:

Resources & People Mentioned

Connect with Drew

Creating the Category — Affectiva and Emotional AI

Posted on by admin

Gabi Zijderveld is no stranger to pioneering new tech industries. As the CMO of Affectiva, she has helped to create an entirely new category in the tech industry: #EmotionAI. While emotional intelligence is not always fully understood, Gabi and her team at Affectiva have found a way to craft a narrative around emotional AI that the tech world could not ignore. From educational summits to simple handwritten notes to supporters, Gabi has found the keys in paving a new frontier for smart technology.

On this episode of Renegade Thinkers Unite, Gabi shares her nonlinear journey to the CMO seat at Affectiva. Her courageous drive to do something that had never been done before led to an innovative breakthrough for emotional intelligence. With the right strategies and priorities, Gabi proves that CMOs don’t have to follow the leader — they can create whole new markets for their product.

Listen here to learn the steps to becoming an innovative marketer.

                 Subscribe on Apple Podcasts – Stitcher – or Podsearch

What You’ll Learn

#1 – Gabi developed terms and marketing language that was easily understood

“Emotional AI” is an artificial intelligence that can detect human emotion in the form of non-verbal facial cues, body language, gestures, etc. While it is now a well-known category in the AI space, that hasn’t always been the case. When Affectiva and Gabi were developing the technology, they had to overcome the challenge of not being recognized or understood. They combatted these issues by crafting their messages in common language that everyone could easily understand. Everything from expanding the company’s vision to drafting press releases used language that was engaging, yet not too technical.

#2 – The ecosystem of support for emotional AI was critical

Developing the emotional AI industry wasn’t done in a silo. The entire Affectiva team had a support system of brand ambassadors, technology advocates, and media contacts that supported the vision and the product. Gabi tells Drew on this episode that collecting creative, innovative, and loyal people was essential to the industry’s developmental success.

#3 – Measurement of the new industry’s reach and impact continues to be a top priority

Gabi also shares the importance of having concrete measurement and evaluation tools in place while working in a new company with new ideas. This measurement isn’t solely about collecting more leads and sending them down the pipeline – it’s about tracking the overall exposure and awareness of the company and technology. Gabi and her team accomplish this by measuring press activity and coverage, identifying key industry influencers, tracking diversity in live event attendees, and ensuring marketing dollars are allocated appropriately. These 3 keys have been critical to Affectiva’s success, and you can implement these same ideas in your own company. For the full story, be sure to give this episode of Renegade Thinkers Unite your full attention.

Timeline

  • [0:28] All about Gabi and how she transitioned from art history to technology
  • [4:14] Having a foundation in marketing isn’t the end-all-be-all factor
  • [7:35] Describing emotional AI in a way people understood was critical
  • [13:57] The “Aha!” moment behind the term “emotion AI”
  • [18:45] Implementing a new technology frontier isn’t always easy
  • [24:40] Here’s how you can get over 40 speakers to come to speak at your event – for free!
  • [28:40] Fostering and personalizing relationships through thoughtful gestures
  • [31:34] Measuring the impact of emotional AI is a top priority at Affectiva
  • [36:46] 2 do’s and 1 don’t for CMOs creating new markets

Connect With Gabi:

Resources & People Mentioned

Connect with Drew

The Key to Achieving Sales and Marketing Alignment in B2B

Posted on by admin

As the marketer of a software service product, Meagen Eisenberg isn’t just a CMO. She is also a salesperson, which is why her alignment with MongoDB’s sales team proves critical to the company’s rapid success. Through her influential roles at multiple B2C and B2B tech companies, Meagen can attest to the fact that any company, no matter its audience, can create a pattern of collaboration and success in creating a unified buying path.

From insights about demand generation, to Martech, to work-life balance, Meagen’s marketing insights apply to CMOs everywhere, whether you’re B2B, B2C, or even B2D. When reflecting on her career, Meagen shares that the alignment of sales and marketing teams has transformed companies that she has worked for, including MongoDB.

On this episode, you’ll hear Meagen’s top 5 ways to increase your company’s internal collaboration, as well as discover the engaging marketing strategies MongoDB uses to attract developers. She also explains why the marketing and sales funnel strategy isn’t dead, and how it can be used in innovative new ways. For more on B2B demand generation, check out our 6 tips in our special report, here. 

Learn why collaboration is the future of marketing by listening here.

                  Subscribe on Apple Podcasts – Stitcher – or Podsearch

What You’ll Learn

Meagen’s top 5 ways to increase your company’s sales and marketing alignment

Just like countless other companies, MongoDB has struggled with sales and marketing alignment, as well as collaboration between teams. As a tech company that offers a database as a service, Meagen has learned to overcome the challenges of managing teams made up of employees with varied skill sets. Developers, salespeople, marketers, and more all want MongoDB to succeed, but approach it in different ways.

From her years in both engineering and marketing, Meagen has learned how to create the ultimate environment of collaboration. Check out all the details behind her top 5 strategies for alignment on this episode.

  1. Understand your sales funnel and how it converts leads into customers
  2. Intentionally build all of your systems together
  3. Focus on authentic communication
  4. Identify the stopgaps in your sales system
  5. Invest in your tech stack (but don’t add more tools until you’re ready)

MongoDB uses creative and engaging strategies to hook their audience

After Meagen and her team built a solid team, together they were able to develop creative marketing strategies. They hook interested followers through live events, energetic brand advocates, and a speedy website that always delivers to their followers. They fill their robust website platform with content that educates and inspires. This content is found in many forms, such as white papers, blogs, thought leadership pieces, product demonstrations, and compelling customer stories.

Marketing and sales are about putting the right information in front of the right people at the right time

Alignment between your marketing and sales departments doesn’t happen overnight. Meagen and Drew discuss how a business that sells directly to consumers as well as to other businesses can approach their content marketing strategies. For example, when a B2B prospect visits your website, they most likely need to be connected to an account manager and salesperson that can address their specific needs and questions. A B2C prospect, however, is much more likely to explore your website and fill out an inquiry form all on their own – without ever speaking to a salesperson. The key in content marketing and sales is to make it obvious to your followers who you are and what you do, that way you can address their questions before they even think of them.

Timeline

  • [0:30] MongoDB is a massive resource for CMOs
  • [2:04] Meagen’s Renegade Rapid Fire segment
  • [12:16] Alignment between sales and marketing is critical – use these strategies to succeed
  • [16:03] Connecting with developers is key
  • [19:16] The sales funnel is not dead in today’s marketing world
  • [21:35] What’s the difference between MongoDB and a datalink system?
  • [23:11] MongoDB hooks their audience through a variety of creative marketing tactics
  • [30:32] Balancing B2B and B2C audiences for your business
  • [39:24] Meagen’s problem-solving thoughts for the challenges facing marketing

Connect With Meagen:

Resources & People Mentioned

Connect with Drew