What comes to mind when you hear “Spartan?” Probably some version of the imagery found in 2006’s blockbuster, 300. Scenes of great battle, troops acting in perfect unison to overcome odds in a gritty, ticket-selling fashion. While the Spartan brand...
Podcast Tags: CMO
When’s the Right Time to Rebrand?
“When the time is right, you’ll know.” It feels like an almost trope-ish answer to many of life’s questions, or like the vague wisdom from a mentor in a karate movie. Unfortunately, the utility of that phrase really doesn’t extend...
How Avid's Brand Purpose is Powering Greater Creators
Most CMOs “only” have to focus on businesses or consumers as their primary target. Avid, a multimedia tech company, actually markets products to both audiences, a challenge that CMO Melissa Puls relishes. For Puls, the buyer in either market is...
How Paper Company Rebrand Cuts Through the Noise
Simon Schaffer-Goldman of Case Paper is really just your run-of-the-mill CMO. Well, except maybe for starting out as a shepherd in New Zealand. Also, maybe his portfolio of stunning photography and his penchant for comedy writing are somewhat uncommon. Oh,...
6 B2B CMOs Discuss All Things Marketing
On last week's RTU episode 155, Kim Whitler and Drew dove into a wide range of marketing topics, including exploring the CMO/CEO relationship in detail. Given the subject matter, it was only appropriate that the episode was recorded in the...
Why CMO Troubles Start with the CEO
What do you get when you combine a dash of academic rigor, a hint a marketing obsession (in the best way possible), a few critiques of modern CMO tendencies, and a live audience of some of the sharpest B2B marketers...
How to Get B2B Persona Marketing Right
In the age of 1:1 personalization, it might be considered heresy to suggest that persona-based marketing is a false idol. But hey, we’re renegades, so of course we’re going to challenge convention. The idea of personas is not necessarily bad....
What B2B Marketers Can Learn from Drinking (and Marketing)
At Drugstore Publicis, a luxury shop on Champs-Élysées, you’ll find more than a typical pharmacy. You’ll find Joel Robuchon’s L’Atelier Etoile restaurant, a bookstore, a cinema, imported olive oils, cigars, and wines. Plus, they are also actually a drugstore in...
How Brightcove Spurred Company & Category Growth
If someone ran up to you and said, “Congrats, you’re now the CMO of a $165M tech company with about 500 employees,” what would you do? First, maybe celebrate a bit—that’s a pretty significant achievement—but next, you’ve got to form...
What Makes a Marketing Leader
What’s it take to be a marketing leader? Well, you can have boundless knowledge of metrics, have a mind for strategy somewhere in the neighborhood of Sun Tzu’s, and write copy that would make Hemingway blush, but just having the...