Millennials and Gen-Zers now outnumber Gen-Xers and Baby Boomers in management roles, heralding a significant shift in the B2B buying landscape. As key decision-makers, their distinct preferences and buying behaviors differ markedly from their predecessors, and marketing must adapt accordingly. To help you adapt to this demographic shift, here are 5 key insights from Forrester’s VP and Research Director, Matt…
You really should subscribe to these top-rated, must-listen-to podcasts for B2B marketing leaders ASAP. The Marketing Book Podcast Marketing Today Renegade Marketers Unite SaaS Backwards B2B Growth: Your Daily B2B Marketing Podcast The State of Demand Gen The CMO Podcast Marketing Trends Demand Gen Radio Exit Five B2B Marketing Podcast The Mindful Marketer Rockstar CMO FM CMO Convo The Marketing…
With complicated B2B buying cycles, one thing is for certain: if your target buyer hasn’t heard of you, you’re going to have a harder time selling. Let’s face it—it’s hard to generate demand if you don’t even make a prospect’s shortlist, which is why B2B marketers need to focus on building brand awareness within their organizations. In a recent Renegade…
If you can attribute a majority of net new business pipeline to marketing, it’s safe to assume that you’re running a seriously efficient demand gen operation. CMO Joshua Leatherman of Service Express can confirm, having grown marketing-attributed, net new pipeline from 0% to 70%. Not to mention, Leatherman helped grow revenue from $30M to $130M, and the brand has an…
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…
When discussing the future of marketing, Couchbase CMO Peter Finter said that it’s not going to be about ABM—it will be about PBM, personal-based marketing. B2B companies need to make marketing personal via customer-centric strategies that respond directly to customer needs. This has become especially true in 2020 as businesses adapt to a rapidly changing world rife with challenges. Finter’s…
Because this has been a challenging year for many, we wanted to share a recent win for generosity that we explored in a recent Renegade Thinkers Unite interview with Pluralsight CMO Heather Zynczak. Pluralsight, an educational platform designed to help folks in the tech world improve their skills through online courses, recently took a big risk in the name of…
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…
In a recent survey, 97% of 110 B2B CMOs acknowledged that they had revised their marketing plans in 2020. This should come as no surprise—it’s been a tough year so far—but it’s clear evidence that agility is not just a desirable trait for CMOs, it’s necessary. Even more, pivoting on a dime sometimes means dropping old assumptions in favor of…
Check out any of the content curated by Red Hat’s in-house team, and you’ll see the same message over and over again: collaborative problem solving is the engine for innovation. Their Open Source Stories showcase community innovation at work in poignant, inspiring ways. Their transparency during their rebrand reflects their commitment to living their code. And their annual Women in…