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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Brand Tracking and B2B Demand Gen with Gusto

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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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

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How Emerson’s Long-Time CMO Reduces Complexity

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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 PodcastsStitcher – 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

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

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The Keys to Effective, Purpose-Driven Marketing

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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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How to Build Customer Loyalty By Understanding Your Company’s Data

When it comes to building customer loyalty, Dani Cushion believes that the creativity is in the data. In her role as CMO of Cardlytics, she and her team work under the power of “purchase intelligence,” or the ability to know where your customers are buying when they’re not buying from you. As Dani has learned throughout her career as a marketer, it’s all about defining who is loyal and figuring out why.

On this episode of Renegade Thinkers Unite, Drew and Dani discuss why defining your existing loyal customers can help you understand where you’re missing profits, as well as why using insights on aggregated data doesn’t mean creative marketing is dead. As Dani admits, “it ain’t sexy,” but working to have a extraordinary customer experience will result in unmatched loyalty.

Get to know your customers by following this advice – listen here.

                 Subscribe on Apple PodcastsStitcher – or Podsearch

What You’ll Learn

“Defining your loyals” is step one in the process of building repeat business

Dani explains the importance of “defining your loyals” on this episode of Renegade Thinkers Unite. She shares that one of Cardlytics’ clients earned an additional $6 million in sales, simply because they identified and retargeted a segment of their existing repeat customers. By knowing who your potential loyals are and the problem they’re trying to solve, you can tap into a new area of business.

Gathering insights from your data doesn’t equal the death of creative marketing

Cardlytics’ success is built on their ability to combine purchase data and creative marketing. In order to build customer loyalty, marketing teams need to use both strategies. Just because you’re aware of your customer’s data does not mean you should stop reaching out to them with engaging and creative marketing stories. Drew and Dani both agree that “the creativity is in how you use the data.”

2 do’s and 1 don’t for CMOs looking to build customer loyalty

Dani’s top 2 “do’s” for CMOs seeking a greater ability to build brand loyalty are to always look at the broad picture of loyal customers and to listen to what they’re saying. Without an accurate picture of what your customers want and their past buying habits, you won’t make much progress. She also encourages CMOs to never be scared to try something new. The most innovative marketing strategies to build loyalty only began because someone was willing to take a risk – and that someone can be you!

Timeline

  • [0:30] Loyalty and customer acquisition are both essential topics on Renegade Thinkers Unite
  • [1:51] Dani’s Renegade Rapid Fire segment
  • [15:54] The importance of building loyalty into your marketing plan
  • [20:00] Digging into the purchase behaviors for your existing customers
  • [25:35] Using analytical insights to understand customer loyalty
  • [33:13] Dani explains Cardlytics’ in-house loyalty program
  • [37:30] 2 do’s and 1 don’t for CMOs looking to expand their customer loyalty knowledge

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