Tag: marketing

Here’s Why Your Brand Must Deliver on a Marketing Promise

Posted on by Drew Neisser

Creating the perfect marketing promise is one of the biggest goals for CMOs. But a marketing promise without a product to back it up will not succeed. On this episode of Renegade Thinkers Unite, Drew interviews Jennifer Deutsch, CMO of Park Place Technologies – a company that specializes in third-party data center maintenance. She shares her experiences in pairing the perfect marketing message with a brand-changing product and it’s an episode you don’t want to miss.

Jennifer shares her expert opinion on how your team can identify the “aha moment” for your brand. She and Drew also discuss how sales leads are directly connected to marketing and the importance of simple marketing.

Learn from Jennifer’s recent success with marketing promises – click here to listen now.

What You’ll Learn

A product MUST deliver on your marketing promise, or else it won’t succeed

If your CEO says “we don’t have a new product, but we need a new campaign” – consider finding a new company. Marketing without a deliverable promise isn’t really marketing, and it won’t make an impact on your customers. It’s the CMO’s job to find a position that supports a new product and then deliver on that marketing promise. A stellar new product and a foolproof marketing plan create a 1-2 punch that will fundamentally change perceptions about your brand.

Anticipating your customer’s needs will allow you to crush your competition

Jennifer and her team at Park Place Technologies have created the perfect tagline for their latest product and marketing releases, “Up-time is everything.” They recognized that for data centers and technology companies, “downtime” (where servers and technology aren’t functional because of repairs or unplanned incident) directly equates to lost profit. Jennifer and her team decided to passionately pursue the idea of “up-time” and make it a new cornerstone for Park Place Technologies. That was their “aha brand moment.”

On this episode of Renegade Thinkers Unite, Jennifer explains her process for internal and external rollout after identifying customer needs and creating a marketing campaign to support the product. They spent 1 month explaining the “why” and the inspiration behind the new campaign. This allowed internal audiences to buy into the new direction. Then, the global external rollout followed with digital and print marketing efforts. Combining these two rollout plans, just as Park Place Technologies did, will allow your company to see the greatest levels of success when delivering on a marketing promise.

Simplicity in marketing key, but hard to master

Effective marketing begins by simply understanding what makes your audience tick. Jennifer encourages CMOs to speak their customers’ language and identify their needs. After you’ve identified those puzzle pieces you can begin to craft messages that speak to those needs. Drew and Jennifer discuss why simple marketing is as valuable as gold, but why it’s so hard to perform in the right ways. Simplicity in the right places is genius, but simplicity in the wrong marketing places isn’t strong enough to make an impression on your customers. For their solutions on how to simplify your marketing while have it be backed up by a product, don’t miss this episode of Renegade Thinkers Unite.

Timeline:

  • [1:12] Jennifer’s diverse experience brings a high level of expertise to this episode of Renegade Thinkers Unite
  • [2:35] Jennifer’s Renegade Rapid Fire
  • [12:02] How did Jennifer and her team come up with the idea of anticipating customer needs?
  • [17:46] What percentage of leads are driven by marketing?
  • [19:43] A new product launch delivers on your marketing promise
  • [23:53] How marketing & PR is directly tied to Park Place’s global leads
  • [26:24] Why simple is marketing is hard
  • [28:07] The biggest lessons Jennifer learned while at Park Place Technologies

Connect With Jennifer:

Resources & People Mentioned

Connect with Drew

How Braze Mastered the Art of the Rebrand

Posted on by Drew Neisser

Renaming a company is no small task. It’s even more challenging when your company is fewer than 10 years old. Marissa Aydlett, Senior Vice President of Marketing for Braze, is Drew’s guest for this episode of Renegade Thinkers Unite. They skillfully unpack the art and science of renaming a company and it’s a conversation you don’t want to miss.

Marissa shares insight into challenges surrounding the renaming process and the subsequent rebranding efforts. There is power behind selecting a name and future direction for your company, and it’s not something that should be tackled haphazardly.

Key differences between historical, in the moment, and predictive data are also covered. Knowing how to capture these types of data and use them to your company’s advantage is one of the biggest pieces of advice Marissa has for listeners.

What You’ll Learn

The essentials behind renaming a company

Braze is a customer engagement platform that allows companies to send out personalized messages across a variety of platforms. Formerly known as Appboy, the company began in 2011 and Marissa’s team started the renaming process when the company was only 6 years old. She knew the company needed to be a leader in predicting how people will communicate and interact with each other in both B2B and B2C environments in the future. Achieving this leader status could only come after a renaming process. Marissa shares the following key insights about renaming a company:

  • Understand that a name could stick with your company forever
  • A name should be symbolic of your company’s goals and values
  • Naming a company is a personal experience – be sure to take into account internal and external opinions
  • Don’t be afraid of seeking third-party advice and support
  • Have a plan for rebranding efforts after the naming process is complete

All of this advice and more great insights can be found on this episode of Renegade Thinkers Unite.

The power of choosing a great name and how that name can organically become an eponym

The ultimate dream for marketers is universal awareness – the point in time when your brand becomes synonymous with a noun. Having your brand become a verb is an even better case scenario. Think, “I’ll Venmo you the money!” or “I’ll Google it!” Marissa has found that the company name “Braze” is organically becoming an eponym and that organic discovery process is better than any marketing-driven campaign. Her team members are using variations such as “Brazify it!” and that’s quite an exciting process to watch. There’s power in a great name. It could drive the future direction of your company for years to come. You can’t afford to miss the renaming secrets that Drew and Marissa discuss, so be sure to listen.

Being an innovative company is all about fostering personal connections with each customer

Even though a stellar name is a perfect foundation for a company, the company then has to strive to make personal, individualized connections with every customer. That’s where data comes into play. Marissa describes how Braze encourages its clients to use three types of data: historical, in the moment, and predictive. This combination of data gives a company the best chance at knowing what the customers want, when they want it, and why they’re seeking it. She says it’s all about delivering the right message at the right time to the right person. It’s an explanation that’s best heard from the expert, so be sure to listen to Marissa’s conversation with Drew. You won’t regret it.

Timeline

  • [0:30] Drew introduces his guest for this episode, Marissa Aydlett of Braze
  • [2:56] The major brand transformation from Appboy to Braze
  • [7:56] Understanding the true importance of selecting a new name through dedicated research
  • [10:33] The biggest lessons Marissa’s learned throughout the renaming process
  • [14:27] So the company has a new name – now what?
  • [18:06] The medium was the message at Braze’s live promotion events
  • [21:57] Turning the Braze name into an eponym
  • [24:40] The future of Braze – where are all of the company’s ideas heading?
  • [28:21] Historical data vs. in the moment data vs. predictive data
  • [34:23] The power of first-party data within predictive analytics
  • [36:39] How to look at your marketing programs beyond the next 6 months

Connect With Marissa:

Resources & People Mentioned

Connect with Drew

The Keys to Building Brand Trust and a Customer-Centric Business

Posted on by Drew Neisser

Salesforce has built a company that makes the customers a top priority, and it’s a big part of the brand’s success. Focusing on the customers means a marketing strategy centered on having an authentic voice and encouraging interactions that feel personally relevant to the consumer. On this episode of Renegade Thinkers Unite, Salesforce CMO Simon Mulcahy shares why that trust is so critical, and how companies can put customers first in their business plan.

Additionally, Simon discusses the art and science of marketing, the role artificial intelligence can play, and how GDPR and data security concerns are forcing marketers to get better.

This conversation is sure to inspire, click here to listen!

Subscribe on Apple Podcasts – Stitcher – or Podsearch

What You’ll Learn:

Don’t put a product at the center of your business model

Companies often make the mistake of placing their product at the center of their business model. Simon counters this mindset and explains that in the modern era, it’s much easier to build an amazing product, but much harder to engage the customer in a relevant, honest way. With that in mind, customer-centered thinking has to be everywhere in your business, starting with the CEO. If you keep your focus squarely on the customer, success in other areas of business will follow.

Brand trust takes years to build, but seconds to lose

One of the key points Simon emphasized is that business is all about trust. If your company prioritizes generating trust in the community you’re trying to serve, customers will keep coming back to your brand. Conversely, one major negative interaction can destroy months of rapport with a customer, so you should always be conscious of your tone and how it will be received. A voice that inspires trust in your customers will serve your marketing for years to come.

Marketing isn’t just for the marketing team

Every single touchpoint with the consumer represents the brand. That means that everything from salespeople, to direct communications, to customer service, is marketing, to an extent. Make sure that the brand identity is infused into every element of the company, and that each department is helping deliver a personalized, contextually-relevant experience.

Timeline

  • [1:20] Drew introduces his guest for this episode, Simon Mulcahy, CMO of Salesforce
  • [3:15] Simon’s Renegade Rapid Fire segment
  • [13:07] Why the customer is at the center of the Salesforce business model
  • [19:53] The most powerful lesson learned from Salesforce – it’s all about trust
  • [25:26] The importance of having a unified view of your customer
  • [31:10] Simon shares his opinion on the future of customer centric businesses
  • [36:39] How GDPR will impact customer-centric businesses
  • [41:50] Simon’s “two do’s and one don’t” for marketers

Connect With Simon

Resources & People Mentioned

Connect with Drew

The Art of Storytelling

Posted on by Drew Neisser

Storytelling is an important concept, but it’s often misunderstood. It is absolutely crucial for creating meaningful marketing efforts that stand out, but few B2B marketing leaders are using it to its full potential.

On this special 80th episode of Renegade Thinkers Unite, Drew revisits 5 past interviews that highlight key elements of successful storytelling and its use in marketing.

To hear these insights from successful story-driven marketers, click here to listen now!

Subscribe on Apple Podcasts – Stitcher – or Podsearch

Why you need a signature story rooted in emotion – with David Aaker of Prophet

David explains that when trying to convey a message, a CMO has two options: share facts or tell stories. And facts don’t work. B2B storytelling must magnify the problem, offer a solution or accentuate the outcome. This can artfully be done by combining customer testimony with just enough facts to provide a reliable level of reality. However, simply listing data and facts is a record-keeping entry – not a compelling marketing campaign.

How and when to put emotion into your ads – with Manny Rodriguez of UC Health

Manny’s healthcare marketing philosophy goes against the grain: He always strives to connect to the human side of B2B marketing by putting the patient first. He shares how to nurture the emotional component of storytelling to effectively connect with the audience, as well as his 4 top lessons all CMOs should learn.

Brand identity and storytelling need to be strongly united – with Martin Häring of Finastra

One of the biggest challenges any CMO will face is the task of creating a new brand identity without losing the loyalty and enthusiasm of existing customers. It goes far beyond choosing new colors, a new name, and a fancy new logo. From legal issues, to market research, to the process can be daunting. Martin discusses the foundational principles – including storytelling – that helped him get the job done quickly and successfully.

With innovative storytelling, marketing campaigns can resonate with millions – with Rich Kylberg of Arrow Electronics

Arrow’s story-driven marketing campaign reached people around the world. Rich and his team connected with Sam, a former indy car driver who had become a quadriplegic following a crash in 2000. Arrow was given an opportunity to create technology with real human benefits, and to share a story that would engage people and bring about positive change. Some time after being connected, Sam was able to take his family for a Sunday drive again. Rich explained that Arrow wants to share stories that can “drive technology innovation forward and inspire people to dream big because anything is possible.”

How storytelling can be the foundation of a successful rebrand regardless of scale – with Carolyn Feinstein of Dropbox

With over half a billion worldwide users, Dropbox is major player in cloud storage. Despite their success, they wanted a to expand to ensure their continued status as an industry leader and innovator. With a story-driven campaign, Carolyn helped successfully execute the massive rebrand that coincided with a new company mentality.

Resources & People Mentioned

Connect with Drew

Quotes

  • Aaker: “The media world is clutter, today. It’s really hard. Into this context steps story.”
  • Häring: “In marketing, we are all storytellers. We have to create emotions.”
  • Feinstein: “At the end of the day, our role is to understand the people that we’re trying to reach deeply and to know the kind of stories that will resonate most deeply.”
  • Kylberg: “It was a wild success. This initiative totally transformed the company, totally pushed us into the dominant position in our industry.”
  • Rodriguez: “We took the risk of really tasking the patient with telling the story, and the payoff and the benefits have been huge.”

Discover the Funny, Creative Culture Behind the Success at Big Ass Fans

Posted on by Drew Neisser

It’s easy for B2B marketing to skew factual and dry, and it often forgets that on the receiving end of messaging and marketing, there are actual humans with senses of humor and personalities. Alex Reed, Global Marketing Director for Big Ass Fans, knows this well, and has used it to craft funny, innovative B2B marketing and branding that connects with his audience on an emotional level.

In this episode of Renegade Thinkers Unite, Alex and Drew discuss the importance of using humor in marketing, share inventive ways to connect with customers, and examine why being relatable, funny, and approachable is extremely important, even if you’re an industrial-size fan manufacturing company.

 

 

This conversation is loaded with helpful insights into creative marketing, click here to listen now!

Subscribe on Apple Podcasts – Stitcher – or Podsearch

What You’ll Learn

Customer Listening Drove Big Ass Fans to Get Creative

Alex shared a story of how the name went from the lackluster “HVLS Fan Company” to “Big Ass Fans”. There was no big secret to the company’s a-ha moment, they simply listened to customers who would call and ask “are you the guys that sell those big-ass fans?”. It was an early lesson for the company: pay attention to what your customers are saying and adjust to fit what they’re looking for can have massive payoffs. Alex also stresses that, in making these creative decisions, it’s important to run everything by his team; if he’s making a joke, it can’t be too uptight otherwise it won’t be funny, and it can’t be too crass otherwise it’ll be poorly received.

How Big Ass Fans Connects with Customers

Humor and creativity need to be ingrained in the company culture; a funny company name can only take a brand so far. “Big Ass Fans” can get a prospect’s attention, but there’s plenty more hard work that goes into landing a sale. Alex Reed and the marketing team committed to taking traditional outreach efforts and twisting them to deliver messages in a way that sets them apart. Rather than physical mailers, they produced a quarterly magazine that avoids being a catalogue and focuses on human interest pieces related to company employees or industries they service. The company used this to build up the ‘Big Ass Fan Club’ from the subscriptions, and now have a robust infrastructure for maintaining positive relationships with the customer base.

The Primary Goal for All Marketers

In reflecting on the lessons he’s learned as CMO of Big Ass Fans as a brand, Alex’s first piece of advice was that a marketer’s number one job is to stand out. Big Ass Fans delivers humor, and shares their company culture with the world, but Alex notes that there are plenty of ways to connect with your audience emotionally, you just have to find them. For more in-depth discussions surrounding marketing and Big Ass Fans, listen to the full episode.

Timeline 

  • [1:17] Drew ponders the use of humor in B2B marketing and introduces Alex as his guest for this episode
  • [4:00] Why Alex uses humor in his communication strategy
  • [8:08] Big Ass Fan’s innovative way of connecting with their customers
  • [15:20] The Big Ass ways of acquiring customers
  • [20:16] Using traditional media in nontraditional ways to connect with customers
  • [27:36] The role humor plays in acquiring customers and hiring top talent
  • [30:32] Alex shares his best lessons for marketing

Connect With Alex:

Resources & People Mentioned

Connect with Drew