Renegade Marketers Unite

This September, Litmus released the results of its latest state of email survey: 77% of marketers say email is one of their most effective channels, and 78% suggest that it’s been vital to their over…

Any B2B or B2C organization is only as good as its team, so it may be surprising to hear that the hiring process hasn’t really changed for the last decade. In fact, 9 out of 10 CMOs say they aren’t d…

Shifting an entire B2B organization from a traditional to a cloud-based selling motion is no walk in the park. Throw in a global pandemic and a sweeping digital transformation, and you’ve got yoursel…

As a multi-disciplined, multi-functional channel, social deserves a seat at every B2B brand’s strategic table. A robust social strategy does more than just drive brand awareness, it also can also gen…

Like many B2B companies, K2 Software has really zeroed in on what makes its low-code process automation platform mission-critical for its customers. Unlike many B2B companies, K2 had already started …

Citing a recent virtual event she attended, CMO Latané Conant of 6sense truly believes that, for marketers, “The more things change, the more things stay the same.” Now, a lot of things have changed:…

Imagine a globally recognized brand (say, IBM Watson Marketing) decides to spin out and gets packaged up and purchased by private equity. Imagine said brand not only has big name recognition, but als…

“So, a brand walks into a bar…What drink does it order?” And no, it’s not the start of a joke, instead, it’s a question that CMO Paz Macdonald asks when thinking about brand. When she joined Software…

The challenges of 2020 have set the stage for big changes in 2021 (and beyond). For optimistic marketers, this means that 2020 is the fertilizer for a beautiful 2021, but it’s going to take a progres…

Businesses need marketing now more than ever if they want to drive top-line growth. Why? Because marketers know how to do more with less. Despite budget cuts and the shift to virtual-only communicati…

2020 was going to be the year of the brand refresh for the data and analytics company, Information Builders. CMO Carol McNerney came on board in January to help bridge the gap between the company’s 4…

It’s not easy to create your own category. It takes vision, it takes competition, and it requires the analysts’ blessings. But, if done right, category creation can differentiate your business in a b…

At the beginning of 2020, Pluralsight decided it was going to give away all of its online tech courses for an entire month. The education company knew that this might negatively affect revenue, but t…

In case you haven’t heard, it’s time to rev up your demand generation tactics. With budgets cut and in-person lead nurturing opportunities out of the picture, it’s up to marketers to put the pedal to…

With 25 years in the tech industry, Conversica CMO Rashmi Vittal knows a thing or two about sales and marketing alignment. She knows that it’s about “company-wide enablement” as opposed to “sales ena…

If you could go back in time and meet one historical figure, who would it be? For Drew, the answer is obvious: Dr. Benjamin Franklin. This should come as no surprise to anyone who knows Drew. As a pr…

What does B2B excellence look like in a downturn? When faced with this question, the software company Coupa quickly adopted a story of resilience. The decision to change its messaging allowed Coupa t…

While California went into shelter-in-place in early March, Talend CMO Lauren Vaccarello read an article about a popular bubble tea franchise laying off 400 workers in less than two weeks. With a sel…

Right around mid-March 2020, every brand, B2B or B2C, had to take a cold hard look at their brand promise and consider its relevance. Was the brand promise that seemed so right in the go-go months be…

If you’re looking for an example of a high-quality virtual event, you’ve got to check out Skillsoft’s Perspectives 2020. Drew did, and he was absolutely blown away by the online summit. In fact, it w…