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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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...

Getting Leads into Your Pipeline
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March 15, 2019
Alignment between your marketing and sales departments doesn’t happen overnight.  For example, when a B2B prospect visits your website, they most likely need to be connected to an account manager and salesperson that can address their specific needs and questions. A B2C prospect, however, is much more likely to explore your website and fill out an inquiry form all on...

How to Turn 'Word of Mouth' Into a "Talk Trigger"
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March 7, 2019
The hotel app worked like a charm. Not only was I able to choose my room, I bypassed registration and used a digital key to open the door. Excited about this experience, I shared it on Twitter tagging a couple of CX experts, one of whom said, "love that too but at Doubletree, it's worth stopping at the front desk...

Is Your Technology...Calm?
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March 6, 2019
At a marketing conference in May, I had the opportunity to interview "cyborg anthropologist," Amber Case (Amber is actually a Fellow at Harvard University and a visiting researcher at MIT). She is also an advocate of a branch of research known as "Calm Technology." In essence, this concept focuses on eliminating an over-reliance on technology while increasing the "human-factor" in any complex system...

Not for Profit CMOs Need These Skills and Traits
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February 27, 2019
With the average tenure for corporate CMOs clocking in at just over 4 years, marketing professionals in these roles don't have a lot of time to make their mark. The result is a fast-paced, competitive and demanding work environment that requires a very particular set of skills (to paraphrase Liam Neeson). However, many of these same skills can be effectively...