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 also a handful of acquisitioned companies with some...
Podcast Tags: CMO
Building a Marketing-Driven B2B Organization
“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 AG in 2019,...
B2B Marketing to the Rescue
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 communications, marketers still know how to motivate employees,...
Rebranding Without Losing Your Past
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 45-year history and its desired...
Creating Your Own B2B Category
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 big way. B2B brands that establish a new...
Abundant Generosity Begets Abundant B2B Sales
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 that was a risk worth taking....
The Ins and Outs of B2B Demand Generation
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 the metal and show their...
One CMO’s System for Aligning Sales and Marketing
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 enablement.” She knows the value of a simplified...
Today’s Resilience is Tomorrow’s Excellence
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 to change buying committee perspectives on its offering—if...
The Art of the Strategic Shortcut
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 self-prescribed “healthy sense of paranoia and a very...