Here we cut the world of B2B marketing into digestible nuggets of inspiration, highlighting courageous individuals and ideas approximately two times a month. Want to contribute content to our blog?
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How Deloitte is Building a True Global Brand
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April 16, 2019
In the not-so-great old days of business, large consulting firms behaved much like fiefdoms, with each office and the specialty practices within those offices controlled by specific, more local partners. These partners dictated the customer experience and the vibe of each local branch—the workplace culture—with little regard for the central brand. Customer loyalty was to “their” local partner, rather than...

Don't Trust Your Gut
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April 10, 2019
A tip of the hat goes to Deloitte this week for reminding us not to trust our gut... Probably as a result of a re-targeting campaign, I came across an ad from Deloitte introducing a character called "Gut Instinct." He is the personification of that oft-unreliable feeling we've all used at one time or another. "Gut Instinct" Through a series...

B2B Metrics That REALLY Matter
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April 8, 2019
"Is our marketing working?" This is the question that makes CMOs squirm, cringe, or sit up in their chairs with glee (if the answer is yes). But how do you even know if your marketing is working? Are you measuring conversions, sales, website traffic, clicks, sentiment—or any number of other metrics which may or may not be of utmost importance...

Co-ordinating Your Message and Content
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April 3, 2019
At Renegade, our radar is always tuned to Enterprise B2B organizations that demonstrate their brand stories effectively. I thought I'd share a snapshot of Accenture's approach as an example of how message and content are co-ordinated to offer extreme value to their customers and prospects. Accenture's home page starts with a bold assertion: "New isn't on its way. We're applying it right now." And its Story Hub...

Mind your MacGuffin
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March 28, 2019
What do the Maltese Falcon, the briefcase in Pulp Fiction, and the One Ring in Lord of the Rings have in common? They are all examples of a storytelling plot device known as a MacGuffin. A MacGuffin can literally be anything—a book, a mysterious briefcase (as mentioned above) but its only purpose is to set the story in motion. Once that’s accomplished, the MacGuffin usually...

How to Rebrand in a Much Despised Category
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March 25, 2019
Healthcare. To many, the word itself is an oxymoron, with "caring" often missing from the provision of health  services to those who need it the most.  In fact, in an Gallup poll published in August, the healthcare industry ranked just above the pharmaceutical industry and the federal government as Americans' three least favorite business sectors. These negative feelings run deep...

What's in Your Wallet (Hint: It's More Than You Think)
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March 20, 2019
Loyalty programs. We're all familiar with them. You make several purchases at one of your go-to stores or businesses and you get some form of reward in return. It's a win-win from both consumers and brands. But what about the bigger prize at play here, the data that consumers generate when their loyal purchase decisions are aggregated and analyzed? And...

Is Your Content Additive?
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March 18, 2019
Think about the last 3 pieces of content you created. Did they have a common theme, or advance a common story? Or were they distinct "one-offs", unrelated to each other? Maybe they were the result of a looming content calendar that just needed to be filled... When it comes to content, the whole is definitely greater than the sum of its...