Tag: content marketing

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 Mine an Asteroid

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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 Mine an Asteroid

You might think the first step to asteroid mining is get a rocket ship. Usually you would be right. But on this episode of Renegade Thinkers Unite, Sean Regan, Head of Product Marketing at Atlassian, is taking a different approach. To Sean, mining an asteroid speaks more to the idea that a portion of your marketing, or overall company strategy, has to seek out untapped, sometimes hard-to-reach areas, otherwise you’ll just be chipping away at coal in the same mines as everyone else, looking for small, incremental bumps in value. As Sean says about marketing, “if you’re not nervous about it—even a little bit—there’s a pretty good chance it doesn’t matter.”

At Atlassian, a software developer aimed at improving collaborative productivity for companies, Sean keeps asteroid mining front-and-center when formulating marketing strategies. On today’s episode, join in as he and Drew talk about how to bring emotion and creativity to science-driven marketing, how product development and marketing is contributing to Atlassian’s 100M monthly active user goals, how to get customers to become brand evangelists, and more.

For whole article: http://bit.ly/2Q0pFrV

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Brand Tracking and B2B Demand Gen with Gusto

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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.

Brand Tracking and B2B Demand Gen with Gusto

Payroll tends to be a purely transactional moment between employer and employee, but Gusto is working to shift that to being a “life moment,” potentially one of delight (as receiving a paycheck should be!). Effectively reaching their audience while balancing internal alignment, a hefty tech stack, and their mission statement—to create a world where work empowers a better life—can be something of a juggling act. Tolithia Kornweibel, head of marketing, and her team at Gusto, are up to the task.

On today’s RTU, Drew and Tolithia talk about how to effectively build a demand engine, how to demonstrate value internally to gain support, and how to keep track of your brand through a balance of qualitative and quantitative assessment, all while staying true to a brand mission. Tune in! For more insights B2B Demand Generation, check out our special report, here. 

For the whole article: http://bit.ly/2IfuPiJ

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Don’t Charge It, Brex It

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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.

Don’t Charge It, Brex It

Silicon Valley is home to thousands of B2B startups—and one of the the newest B2B  unicorns. Brex offers a corporate credit card more built around the ever-changing needs of a startup, and they’ve been valued at over $1 billion. One of the secrets? Champagne and chocolate.

Brex’s overall success has tied heavily into their bold marketing, and on this episode of RTU, Chief Sales Officer Sam Blond, and CFO/CMO Michael Tannenbaum, discuss it in detail. From identifying your targets, to orchestrating outdoor campaigns, to in-depth attribution models, Brex has been firing on all cylinders. Listen in to learn more.

What You’ll Learn

How Brex found its current market

Brex is located in Silicon Valley, where there are thousands of B2B startups. Brex’s founders stumbled upon the painfulness of managing corporate credit cards when they could not get a credit card for one of their own new businesses. Their experience demonstrated a business opportunity and a marketplace in the niche of corporate cards for startups. Typically, founders of startups have to personally guarantee a corporate card. Even with millions of dollars in the bank, these businesses would have 20k-30k spending limits placed on them that were nowhere high enough to support the spending of a company. Brex instead uses a business’s bank accounts and bank activity to determine the spending limits on corporate cards. Michael and Sam point out that startups move and grow too quickly to have spending limits determined on a yearly basis, so Brex is constantly evaluating what a business needs and what limits will be. Their business model has resonated especially with tech startups and B2B businesses in Silicon Valley.

For the whole article: http://bit.ly/2D1VN9w

Connect With Michael Tannenbaum & Sam Blond:

  • Connect with Michael Tannenbaum on LinkedIn
  • Connect with Sam Blond on LinkedIn

Resources & People Mentioned

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How Emerson’s Long-Time CMO Reduces Complexity

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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 Emerson’s Long-Time CMO Reduces Complexity

Perhaps Kathy Button Bell’s title should change from “Chief Marketing Officer” to “Chief Complexity Reduction Officer”—after all, she’s been simplifying things at Emerson Electric for over 20 years. Over that time, marketing has become complex due to the advent of new tools and the increased precision of targeting, among other things, but sometimes marketers need to shift their priorities towards making things easy to understand.

On this episode of RTU, Kathy and Drew discuss unnecessary complexity, employee engagement, the importance of—and keys to—longevity in marketing, and perhaps most importantly, how to keep your marketing brave, human, and uncluttered.

You won’t want to miss Kathy’s insights!

Subscribe on Apple Podcasts – Stitcher – or Podsearch

For the whole article: http://bit.ly/2UaPf32

Timeline

    • [2:01] Who is Kathy Button Bell
    • [3:47] How she dug in and stayed at one place as a CMO
    • [11:24] Living out her moto: Be Brave and Have Fun!
    • [18:48] How to stay fresh when you’ve been in the same job
    • [22:12] Emerson Electric’s new iteration of a campaign
    • [28:21] Kathy Button Bell’s guiding principles
    • [31:30] Measuring the success of the “We See” campaign
  • [34:16] Two dos and a don’t for other CMOs

Connect With Guest:

    • Kathy Button Bell’s Bio on Emerson’s Website
    • Connect with Kathy Button Bell on LinkedIn
    • Follow Kathy Button Bell on Twitter

Resources & People Mentioned

Connect with Drew

The Keys to Effective, Purpose-Driven Marketing

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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.

The Keys to Effective, Purpose-Driven Marketing

A true, purpose-driven brand doesn’t happen overnight. What it really takes is a goal, specific actions, and at times, a bit of sacrifice. For Bank of the West, their mission meant, in the short-term, potentially leaving money on the table in the name of responsible investment of customers’ money, and transparency as to what that money was doing. That initial cost was worth it, as the long-term benefits, like new customers, talent attraction, and differentiation, outweighed any money lost. Now, when high-profile job candidates ask, “Why should I join you? How are you helping the world?” Bank of the West has a great an answer—they’re one of very few banks that has restrictive financing policies on things like coal, fracking, and arctic drilling.

On this episode of RTU, learn how CMO Ben Stuart and his team helped shape this relatively small financial institution to become a competitive, purpose-driven company with marketing that doesn’t feel like an uninvited guest. The discussion touches on crafting a tight strategy, gaining internal buy-in, data analytics, the keys to differentiation, and more on how to craft brilliant marketing.

For the whole article: http://bit.ly/2PkB4m1

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