When in doubt, turn to brand purpose. That’s what CMO Amy Messano of Altair did in early 2020 when the global tech company’s brand relaunch plans were interrupted by the COVID-19 pandemic. Not quite sure whether to bring a year of careful research and planning to a halt, to pivot, or to proceed as planned, Altair found their answer in...
What’s better than an email invite for an upcoming webinar? Hm, that’s a tough one, but we’d probably go with…a delivery box filled with a cocktail kit inviting you to a mixology session with a certified mixologist! If that sounds oddly specific, that’s because it is—this year, SAP sent 100 direct mailers inviting highly-qualified prospects to a virtual mixology session....
First of all, apologies for the Video Killed the Radio Star pun, we couldn’t resist. Renegade recently received a report examining, among other things, the effectiveness of video content in marketing efforts. Granted, this has been a trend for a while, but there’s never been a stat-based case for adding video to your toolbelt quite like the current one. Here...
On June 16th, 2020, National Instruments launched their new brand identity, and are now known as NI. The global tech company continues to enable engineers around the world with their test-and-measure tools, but now they’ve enhanced the brand with a sleek, modern logo, standout colors, and a tremendous rallying cry: “Engineer Ambitiously.” However, their purpose-packed tagline doesn’t apply only to...
What are the top two challenges that B2B businesses are facing in the wake of the events 2020? According to a Renegade survey of 110 B2B CMOs, 81% were scrambling to find replacements for physical events, and 58% had already faced budget cuts. This unique combination of challenges calls for unique solutions. Lucky for us, we’ve been able to talk...
Have you ever encountered someone who thinks marketing is a waste of time? If so, you may be familiar with this zinger: “You can eat a good sales pitch, but you can’t eat awareness!” Funny, right? They’ll point their fingers and laugh, but marketing-believers everywhere know the truth. If a funnel full of quality leads is the bountiful garden, then...
[Updated for 2021] As the economy tightens, it’s not surprising that Gartner’s 2020 CMO Spend study reported that CMOs are shifting 32% of their budget from agencies to in-house resources. That same study also cautions CMOs that “pursuing in-housing can turn into futile effort … and involves more financial risk than relying on a contracted partner.” So, before you shift...
When workers moved home and systems migrated to the cloud as a result of the COVID pandemic, two challenges emerged: how to keep data safe, and how to redeploy event-focused salespeople. For Holly Rollo, the chief marketing officer at RSA Security, these problems were silver lining opportunities to bring their services to the next level. The first issue, data safety,...
We’ve talked about how bringing your story to life in a unique way can generate demand, and we’ve also covered how sending direct mail is a great way to do it. Next up, we’re going to showcase a company (and one of our clients) who’s done it right. That company is Case Paper, and for 76 years, the paper and...
Should a calamitous event (say, a global pandemic) bring your rebrand plans to a halt? Not necessarily. A rebrand doesn’t happen in a vortex, and any truly successful rebrand is about a renewed brand purpose—one that can guide an organization’s actions in any situation, good or bad. At the American Lung Association, for example, their decision to forge ahead with...