B2B MARKETING AGENCY As possibly the best B2B marketing agency in NYC, Renegade helps mid-sized brands cut through via our simple process, sharp content and

savvy social media.

THE RENEGADE THINKERS BLOG BLOG. March 18, 2021. For CMOs in the B2B space, there’s nothing quite like having a CEO who truly understands the power of brand strategy. It clears a path for the CMO to pursue strategies that may be a harder sell to the CFO and the rest of the C-Suite but are nonetheless crucial to building awareness, generating demand, and

enabling sales.

B2B DEMAND GENERATION Introducing purpose-driven demand gen. Answering the call of businesses at risk, our Purpose-Driven Demand Gen combines the broad approach of our B2B Brand Strategy solution with a narrower focus on prospects. We deliver a purpose-driven campaign that jumpstarts demand and grows new audiences. Of course, we fully expect that with your new

brand

CONTACT | RENEGADE

Reach out to. Renegade. So far, we’ve done all the talking. Now it’s your turn. To talk about your business, suggest a podcast guest or ask about job opportunities at Renegade (we’re always on the hunt for courageous interns), please fill out our contact form. 3 EXAMPLES OF COMPANY GOODWILL IN COVID-19 Of course, there is plenty of fear and anxiety surrounding the current COVID-19 pandemic, but there are also countless examples of goodwill at work, especially evident in companies that have chosen to selflessly extend their resources to those in need by letting their company purpose shine through. Zoom, SAP, and Brightcove are three

such

DREW NEISSER, FOUNDER & CEO Drew Neisser is the founder & CEO of Renegade, the savvy B2B marketing agency that’s been helping CMOs cut through since 1996. In 2020, Drew also started CMO Huddles, a peer-to-peer advisory service for elite B2B marketers. 8 CMO TIPS FOR B2B MARKETERS IN 2021 Lynne Capozzi (CMO, Acquia) is optimistic for 2021, but cautions marketers to remain flexible—now is not the time to nail down a full-year plan. Instead, find a healthy balance of near-term and long-term initiatives. 2. Focus on Team Morale and Quick Wins. Katie Risch (CMO, Centro) says B2B marketers should be mindful of team

burnout

FINDING YOUR BRAND’S NORTH STAR 174: Finding Your Brand’s North Star. 30. 00:00:00 / 00:34:17. 30. Sometimes, the big ideas sort of just happen. That said, some magical brand moment isn’t going to just appear without some planning or effort—but sometimes, some small bit of genuine authenticity can grow into a brand pearl. That’s part of what happened with White Ops 7 INTERVIEW QUESTIONS FOR YOUR NEXT MARKETING HIRE Question #1: Draw a funnel on the whiteboard showing 10,000 visitors, 500 leads, 50 opportunities, and 10 new customers. Let’s pretend you’re the CMO for HubSpot, and you have to decide what your marketing team should do to improve these metrics. Which areas of the funnels would you focus on, and what would you do differently to

change

HOW BNY MELLON MARKETING SINGS WITH HAMILTON BNY Mellon saw and seized the chance to engage with an insanely popular Broadway musical whose starring character just happened to be its founder—Alexander Hamilton. As Global Head of Corporate Marketing Aniko Delaney tells it, “Hamilton” opened a stage door that allowed her company to share its story in a more engaging way

than ever before.

B2B MARKETING AGENCY As possibly the best B2B marketing agency in NYC, Renegade helps mid-sized brands cut through via our simple process, sharp content and

savvy social media.

THE RENEGADE THINKERS BLOG BLOG. March 18, 2021. For CMOs in the B2B space, there’s nothing quite like having a CEO who truly understands the power of brand strategy. It clears a path for the CMO to pursue strategies that may be a harder sell to the CFO and the rest of the C-Suite but are nonetheless crucial to building awareness, generating demand, and

enabling sales.

B2B DEMAND GENERATION Introducing purpose-driven demand gen. Answering the call of businesses at risk, our Purpose-Driven Demand Gen combines the broad approach of our B2B Brand Strategy solution with a narrower focus on prospects. We deliver a purpose-driven campaign that jumpstarts demand and grows new audiences. Of course, we fully expect that with your new

brand

CONTACT | RENEGADE

Reach out to. Renegade. So far, we’ve done all the talking. Now it’s your turn. To talk about your business, suggest a podcast guest or ask about job opportunities at Renegade (we’re always on the hunt for courageous interns), please fill out our contact form. 3 EXAMPLES OF COMPANY GOODWILL IN COVID-19 Of course, there is plenty of fear and anxiety surrounding the current COVID-19 pandemic, but there are also countless examples of goodwill at work, especially evident in companies that have chosen to selflessly extend their resources to those in need by letting their company purpose shine through. Zoom, SAP, and Brightcove are three

such

DREW NEISSER, FOUNDER & CEO Drew Neisser is the founder & CEO of Renegade, the savvy B2B marketing agency that’s been helping CMOs cut through since 1996. In 2020, Drew also started CMO Huddles, a peer-to-peer advisory service for elite B2B marketers. 8 CMO TIPS FOR B2B MARKETERS IN 2021 Lynne Capozzi (CMO, Acquia) is optimistic for 2021, but cautions marketers to remain flexible—now is not the time to nail down a full-year plan. Instead, find a healthy balance of near-term and long-term initiatives. 2. Focus on Team Morale and Quick Wins. Katie Risch (CMO, Centro) says B2B marketers should be mindful of team

burnout

FINDING YOUR BRAND’S NORTH STAR 174: Finding Your Brand’s North Star. 30. 00:00:00 / 00:34:17. 30. Sometimes, the big ideas sort of just happen. That said, some magical brand moment isn’t going to just appear without some planning or effort—but sometimes, some small bit of genuine authenticity can grow into a brand pearl. That’s part of what happened with White Ops 7 INTERVIEW QUESTIONS FOR YOUR NEXT MARKETING HIRE Question #1: Draw a funnel on the whiteboard showing 10,000 visitors, 500 leads, 50 opportunities, and 10 new customers. Let’s pretend you’re the CMO for HubSpot, and you have to decide what your marketing team should do to improve these metrics. Which areas of the funnels would you focus on, and what would you do differently to

change

HOW BNY MELLON MARKETING SINGS WITH HAMILTON BNY Mellon saw and seized the chance to engage with an insanely popular Broadway musical whose starring character just happened to be its founder—Alexander Hamilton. As Global Head of Corporate Marketing Aniko Delaney tells it, “Hamilton” opened a stage door that allowed her company to share its story in a more engaging way

than ever before.

B2B MARKETING AGENCY As possibly the best B2B marketing agency in NYC, Renegade helps mid-sized brands cut through via our simple process, sharp content and

savvy social media.

CONTACT | RENEGADE

Reach out to. Renegade. So far, we’ve done all the talking. Now it’s your turn. To talk about your business, suggest a podcast guest or ask about job opportunities at Renegade (we’re always on the hunt for courageous interns), please fill out our contact form. 7 B2B BRANDING LESSONS FOR 2021 FROM 7 B2B BRANDS It’s central to everything else that follows, including demand gen.”. Below, we explore 7 different 2020 B2B rebrands from 7 CMOs we’ve interviewed this year, with lessons learned and great insights for brands looking to up their game in 2021. 1. A Steadfast Purpose Can Guide B2B Brands Through Adversity. TIPS FOR DIRECT MAIL MARKETING DURING COVID-19 My #1 advice to B2B marketers is to be hyper-relevant. Lean into what your customers and prospects are thinking and feeling only a daily basis and be helpful. That’s all we can do right now, educate, and enable each other through this time. When people are ready to buy, they will, and it will be from the companies that took the helpful 8 CMO TIPS FOR B2B MARKETERS IN 2021 Lynne Capozzi (CMO, Acquia) is optimistic for 2021, but cautions marketers to remain flexible—now is not the time to nail down a full-year plan. Instead, find a healthy balance of near-term and long-term initiatives. 2. Focus on Team Morale and Quick Wins. Katie Risch (CMO, Centro) says B2B marketers should be mindful of team

burnout

6 SILVER LININGS FOR MARKETERS DURING COVID-19 6 Silver Linings for Marketers During COVID-19. April 2020. Searching for the origin of the phrase, “every cloud has a silver lining,” I was of course disappointed that 4 EXAMPLES OF B2B BRAND PURPOSE GUIDING THE WAY 4 Examples of B2B Brand Purpose Guiding the Way. There are a million and one reasons why cultivating brand purpose should be a priority for any business and, in light of the current COVID pandemic, here’s one more (with 4 inspiring examples to back us up)! Because a true purpose is the overarching, guiding force behind everything a company HOW TO COMMUNICATE WITH YOUR EMPLOYEES EFFECTIVELY Jellyvision’s software, Alex, communicates with employees on healthcare. It talks to the users about demographics and needs. Alex creates the illusion that someone is truly listening behind the screen and reacting in human ways. In employee communication, you need to really listen and react in a human way – customized, with a personal

response.

DREW NEISSER

CMO Whisperer, Drew Neisser, is the founder/CEO of Renegade, the award-winning agency that helps CMO’s cut through their content nightmares. A true renegade thinker, Drew has helped dozens of CMOs create marketing programs worth writing about and told the stories of over 250 CMOs via his CMO Spotlight column for Ad Age, a podcast series called Renegade Thinkers Unite and his first book, HOW XEROX SHIFTED THEIR BRAND PERCEPTION On this episode of Renegade Thinkers Unite, the CMO of Xerox, Toni Clayton-Hine, joins Drew for a conversation about how Xerox is embracing the new connectivity trend and how it is breaking through old brand perceptions to stay relevant in the 21st century. Toni shares with Drew the story behind Xerox’s latest marketing

initiative, Set the

B2B MARKETING AGENCY As possibly the best B2B marketing agency in NYC, Renegade helps mid-sized brands cut through via our simple process, sharp content and

savvy social media.

THE RENEGADE THINKERS BLOG B2B marketing insights—brought to you twice a week in easy to consume nuggets of inspiration, highlighting courageous marketers and their cutting edge ideas. B2B DEMAND GENERATION Introducing purpose-driven demand gen. Answering the call of businesses at risk, our Purpose-Driven Demand Gen combines the broad approach of our B2B Brand Strategy solution with a narrower focus on prospects. We deliver a purpose-driven campaign that jumpstarts demand and grows new audiences.

CONTACT | RENEGADE

To find out if your business could benefit from some Renegade Thinking (or to suggest a CMO podcast guest) contact Drew Neisser, CEO. 8 CMO TIPS FOR B2B MARKETERS IN 2021 5. Produce More Informed, More Useful Content. If you don’t know already—content these days needs to be hyper-relevant to your audience. Khalid El Khatib (CMO, Stack Overflow) reminds marketers to ensure that all content is both actionable and data-rich. FINDING YOUR BRAND’S NORTH STAR Sometimes, the big ideas sort of just happen. That said, some magical brand moment isn’t going to just appear without some planning or effort—but sometimes, some small bit of genuine authenticity can grow into a brand pearl. 7 INTERVIEW QUESTIONS FOR YOUR NEXT MARKETING HIRE These 7 interview questions for new marketing hires are great for an initial assessment of curiosity, marketing savvy and an ability to think on one's feet. 3 EXAMPLES OF COMPANY GOODWILL IN COVID-19 A time of crisis is a time for action, and as we navigate a constant influx of new information and policy updates on a worldwide scale, there is a distinct opportunity for individuals and companies alike to work together for the common good. DREW NEISSER, FOUNDER & CEO Drew Neisser is the founder & CEO of Renegade, the savvy B2B marketing agency that’s been helping CMOs cut through since 1996. In 2020, Drew also started CMO Huddles, a peer-to-peer advisory service for elite B2B marketers. HOW BNY MELLON MARKETING SINGS WITH HAMILTON BNY Mellon, a 232 year-old company, refreshed their brand story after the rise of the Broadway musical, "Hamilton." A podcast for renegade

marketers.

B2B MARKETING AGENCY As possibly the best B2B marketing agency in NYC, Renegade helps mid-sized brands cut through via our simple process, sharp content and

savvy social media.

THE RENEGADE THINKERS BLOG B2B marketing insights—brought to you twice a week in easy to consume nuggets of inspiration, highlighting courageous marketers and their cutting edge ideas. B2B DEMAND GENERATION Introducing purpose-driven demand gen. Answering the call of businesses at risk, our Purpose-Driven Demand Gen combines the broad approach of our B2B Brand Strategy solution with a narrower focus on prospects. We deliver a purpose-driven campaign that jumpstarts demand and grows new audiences.

CONTACT | RENEGADE

To find out if your business could benefit from some Renegade Thinking (or to suggest a CMO podcast guest) contact Drew Neisser, CEO. 8 CMO TIPS FOR B2B MARKETERS IN 2021 5. Produce More Informed, More Useful Content. If you don’t know already—content these days needs to be hyper-relevant to your audience. Khalid El Khatib (CMO, Stack Overflow) reminds marketers to ensure that all content is both actionable and data-rich. FINDING YOUR BRAND’S NORTH STAR Sometimes, the big ideas sort of just happen. That said, some magical brand moment isn’t going to just appear without some planning or effort—but sometimes, some small bit of genuine authenticity can grow into a brand pearl. 7 INTERVIEW QUESTIONS FOR YOUR NEXT MARKETING HIRE These 7 interview questions for new marketing hires are great for an initial assessment of curiosity, marketing savvy and an ability to think on one's feet. 3 EXAMPLES OF COMPANY GOODWILL IN COVID-19 A time of crisis is a time for action, and as we navigate a constant influx of new information and policy updates on a worldwide scale, there is a distinct opportunity for individuals and companies alike to work together for the common good. DREW NEISSER, FOUNDER & CEO Drew Neisser is the founder & CEO of Renegade, the savvy B2B marketing agency that’s been helping CMOs cut through since 1996. In 2020, Drew also started CMO Huddles, a peer-to-peer advisory service for elite B2B marketers. HOW BNY MELLON MARKETING SINGS WITH HAMILTON BNY Mellon, a 232 year-old company, refreshed their brand story after the rise of the Broadway musical, "Hamilton." A podcast for renegade

marketers.

B2B MARKETING AGENCY As possibly the best B2B marketing agency in NYC, Renegade helps mid-sized brands cut through via our simple process, sharp content and

savvy social media.

CONTACT | RENEGADE

To find out if your business could benefit from some Renegade Thinking (or to suggest a CMO podcast guest) contact Drew Neisser, CEO. 8 CMO TIPS FOR B2B MARKETERS IN 2021 5. Produce More Informed, More Useful Content. If you don’t know already—content these days needs to be hyper-relevant to your audience. Khalid El Khatib (CMO, Stack Overflow) reminds marketers to ensure that all content is both actionable and data-rich. 7 B2B BRANDING LESSONS FOR 2021 FROM 7 B2B BRANDS The challenges of 2020 haven't stopped CMOs from launching new branding campaigns. Here are 7 B2B branding lessons from 7 B2B CMOs. HOW TO COMMUNICATE WITH YOUR EMPLOYEES EFFECTIVELY You need to be aware that you are a victim to the curse of knowledge, which basically says: you, as an expert, cannot really explain something to a beginner very easily, because you think about all of the nooks and crannies where the beginner usually doesn't. HOW XEROX SHIFTED THEIR BRAND PERCEPTION The ultimate dream for marketers is universal awareness – the point in time when your brand becomes synonymous with a noun. Having your brand become a verb is an even better case scenario (think, “I’ll Venmo you the money!” or “I’ll Google it.”) 4 EXAMPLES OF B2B BRAND PURPOSE GUIDING THE WAY There are a million and one reasons why cultivating brand purpose should be a priority for any business and, in light of the current COVID pandemic, here’s one more (with 4

DREW NEISSER

CMO Whisperer, Drew Neisser, is the founder/CEO of Renegade, the award-winning agency that helps CMO’s cut through their content nightmares. A true renegade thinker, Drew has helped dozens of CMOs create marketing programs worth writing about and told the stories of over 250 CMOs via his CMO Spotlight column for Ad Age, a podcast series called Renegade Thinkers Unite and his first book, TIPS FOR DIRECT MAIL MARKETING DURING COVID-19 Sendoso's CMO shares best practices for businesses looking to send direct mail to clients and how it can set your brand apart during the

COVID-19 pandemic.

6 SILVER LININGS FOR MARKETERS DURING COVID-19 A remarkable number of Silicon Valley-based companies launched new products or services shortly after the pandemic took hold. These were not ambulance chasers but in fact solutions that addressed new “business continuity” challenges like security, communications and data storage inherent in B2B MARKETING AGENCY As possibly the best B2B marketing agency in NYC, Renegade helps mid-sized brands cut through via our simple process, sharp content and

savvy social media.

CONTACT | RENEGADE

Reach out to. Renegade. So far, we’ve done all the talking. Now it’s your turn. To talk about your business, suggest a podcast guest or ask about job opportunities at Renegade (we’re always on the hunt for courageous interns), please fill out our contact form. DREW NEISSER, FOUNDER & CEO Drew Neisser is the founder & CEO of Renegade, the savvy B2B marketing agency that’s been helping CMOs cut through since 1996. In 2020, Drew also started CMO Huddles, a peer-to-peer advisory service for elite B2B marketers. A 12 STEP B2B BRAND STRATEGY GUIDE FOR 2021 Click here to schedule a free half-hour consultation with our CEO on B2B Brand Strategy. In Renegade’s 2020 survey among Chief Marketing Officers at 133 B2B brands, 85% agreed that B2B marketing had become more complicated in the last 12-24 months. And not surprisingly, the pandemic added to this complexity as 80% of these marketers had to 3 EXAMPLES OF COMPANY GOODWILL IN COVID-19 Of course, there is plenty of fear and anxiety surrounding the current COVID-19 pandemic, but there are also countless examples of goodwill at work, especially evident in companies that have chosen to selflessly extend their resources to those in need by letting their company purpose shine through. Zoom, SAP, and Brightcove are three

such

CMO BOOK - RENEGADE

Along with being written by an exceptional marketing thinker and practitioner, The CMO’s Periodic Table is an artfully conceived goldmine of marketing wisdom. Drew distills practical guidance from his illustrious interviewees on the very topics—strategy, metrics, data, customer-centricity, innovation, and more—that are essential

to every

7 INTERVIEW QUESTIONS FOR YOUR NEXT MARKETING HIRE Question #1: Draw a funnel on the whiteboard showing 10,000 visitors, 500 leads, 50 opportunities, and 10 new customers. Let’s pretend you’re the CMO for HubSpot, and you have to decide what your marketing team should do to improve these metrics. Which areas of the funnels would you focus on, and what would you do differently to

change

WHY DELL BOOMI IS BOOMING 178: Why Dell Boomi is Booming. 30. 00:00:00 / 00:46:59. 30. According to a Gartner Report, Dell Boomi leads the way as an innovative strategic partner for its clients in the Enterprise iPaaS category, with over 8,000 customers and a churn rate below 3%. That’s the biggest compliment you can get, especially if you’re a company with

a large

HOW BNY MELLON MARKETING SINGS WITH HAMILTON BNY Mellon saw and seized the chance to engage with an insanely popular Broadway musical whose starring character just happened to be its founder—Alexander Hamilton. As Global Head of Corporate Marketing Aniko Delaney tells it, “Hamilton” opened a stage door that allowed her company to share its story in a more engaging way

than ever before.

ANNE ROTHSCHILD, CREATIVE DIRECTOR Follow Anne. That said, for the past twelve years Anne has been driving amazing work at Renegade delighting a broad range of B2B and B2C clients. Fascinated by all things digital, Anne is a savvy information architect and skilled web designer. Recent projects include web sites for RR Donnelley’s Financial Services Division and

theBu Kombucha.

B2B MARKETING AGENCY As possibly the best B2B marketing agency in NYC, Renegade helps mid-sized brands cut through via our simple process, sharp content and

savvy social media.

CONTACT | RENEGADE

Reach out to. Renegade. So far, we’ve done all the talking. Now it’s your turn. To talk about your business, suggest a podcast guest or ask about job opportunities at Renegade (we’re always on the hunt for courageous interns), please fill out our contact form. DREW NEISSER, FOUNDER & CEO Drew Neisser is the founder & CEO of Renegade, the savvy B2B marketing agency that’s been helping CMOs cut through since 1996. In 2020, Drew also started CMO Huddles, a peer-to-peer advisory service for elite B2B marketers. A 12 STEP B2B BRAND STRATEGY GUIDE FOR 2021 Click here to schedule a free half-hour consultation with our CEO on B2B Brand Strategy. In Renegade’s 2020 survey among Chief Marketing Officers at 133 B2B brands, 85% agreed that B2B marketing had become more complicated in the last 12-24 months. And not surprisingly, the pandemic added to this complexity as 80% of these marketers had to 3 EXAMPLES OF COMPANY GOODWILL IN COVID-19 Of course, there is plenty of fear and anxiety surrounding the current COVID-19 pandemic, but there are also countless examples of goodwill at work, especially evident in companies that have chosen to selflessly extend their resources to those in need by letting their company purpose shine through. Zoom, SAP, and Brightcove are three

such

CMO BOOK - RENEGADE

Along with being written by an exceptional marketing thinker and practitioner, The CMO’s Periodic Table is an artfully conceived goldmine of marketing wisdom. Drew distills practical guidance from his illustrious interviewees on the very topics—strategy, metrics, data, customer-centricity, innovation, and more—that are essential

to every

7 INTERVIEW QUESTIONS FOR YOUR NEXT MARKETING HIRE Question #1: Draw a funnel on the whiteboard showing 10,000 visitors, 500 leads, 50 opportunities, and 10 new customers. Let’s pretend you’re the CMO for HubSpot, and you have to decide what your marketing team should do to improve these metrics. Which areas of the funnels would you focus on, and what would you do differently to

change

WHY DELL BOOMI IS BOOMING 178: Why Dell Boomi is Booming. 30. 00:00:00 / 00:46:59. 30. According to a Gartner Report, Dell Boomi leads the way as an innovative strategic partner for its clients in the Enterprise iPaaS category, with over 8,000 customers and a churn rate below 3%. That’s the biggest compliment you can get, especially if you’re a company with

a large

HOW BNY MELLON MARKETING SINGS WITH HAMILTON BNY Mellon saw and seized the chance to engage with an insanely popular Broadway musical whose starring character just happened to be its founder—Alexander Hamilton. As Global Head of Corporate Marketing Aniko Delaney tells it, “Hamilton” opened a stage door that allowed her company to share its story in a more engaging way

than ever before.

ANNE ROTHSCHILD, CREATIVE DIRECTOR Follow Anne. That said, for the past twelve years Anne has been driving amazing work at Renegade delighting a broad range of B2B and B2C clients. Fascinated by all things digital, Anne is a savvy information architect and skilled web designer. Recent projects include web sites for RR Donnelley’s Financial Services Division and

theBu Kombucha.

ABOUT | RENEGADE

Here are 6 reasons why Renegade clients love us: Savvy: We help our clients wield the wisdom of over 400 CMOs (gained through interviews over the past decade and from CMO Huddles, a unique peer-to-peer advisory Renegade started in 2020). Effective: We draw from our deep experience to identify insights and tactics that will elevate your brand and drive your business forward. B2B MARKETING SERVICES B2B marketing services from Renegade: B2B marketing strategy, B2B content development, B2B social media implementation and CMO

Consulting.

B2B CONTENT AND BRAND STRATEGY CLIENTS Our lead pipeline is overflowing, and Renegade’s content strategy and creative execution plays a huge part in that. Connie O’Brien. Chief Marketing Officer. Tungsten Network. Hiring Renegade was the best decision we ever made. Our marketing is now focused on

CMO BOOK - RENEGADE

Along with being written by an exceptional marketing thinker and practitioner, The CMO’s Periodic Table is an artfully conceived goldmine of marketing wisdom. Drew distills practical guidance from his illustrious interviewees on the very topics—strategy, metrics, data, customer-centricity, innovation, and more—that are essential

to every

BALANCING BRAND AND DEMAND Enter CFA Institute, a leading association of investment professionals with a global reach and a strong brand identity. In this episode, CMO Michael Collins shares exactly how CFA balances brand and demand while managing a robust MarTech stack, adjusting strategy where needed, and tracking key metrics to maintain a healthy data-oriented THE RENEGADE THINKERS LEADERSHIP TEAM Meet our Leadership Team: Renegade Thinkers who navigate the agency ship and steer Renegade toward new frontiers (helmed by Drew Neisser,

CEO).

B2B BRAND STRATEGY

B2B Brand Strategy Think of it this way—even the finest saw can’t sharpen itself. Sometimes you need outside counsel to help you sort things out, to listen with fresh ears, to look with practiced eyes and ultimately, to find a cohesive path for cutting through. HOW NATIONAL INSTRUMENTS BECAME NI A rebrand is not a campaign, it’s a new direction. That’s why NI (previously known as National Instruments) brought on their first-ever CMO, Carla Piñeyro Sublett—they wanted someone to guide them through the brand refresh process, to shake up their foundation and challenge their entire business strategy for the better.. Knowing that this would be a bold undertaking, Piñeyro Sublett ALAN IRIKURA, CREATIVE DIRECTOR Contact Alan. During his more than 18 years at Renegade, his concept and design talents have touched just about every award-winning campaign we’ve created, including viral campaigns like People Against Fun for Panasonic audio and Neuter Your Bunny for Oxyride batteries and extraordinary event experiences for Panasonic, Nautica,

DoubleClick

ANNE ROTHSCHILD, CREATIVE DIRECTOR Follow Anne. That said, for the past twelve years Anne has been driving amazing work at Renegade delighting a broad range of B2B and B2C clients. Fascinated by all things digital, Anne is a savvy information architect and skilled web designer. Recent projects include web sites for RR Donnelley’s Financial Services Division and

theBu Kombucha.

B2B MARKETING AGENCY As possibly the best B2B marketing agency in NYC, Renegade helps mid-sized brands cut through via our simple process, sharp content and

savvy social media.

THE RENEGADE THINKERS BLOG BLOG. March 18, 2021. For CMOs in the B2B space, there’s nothing quite like having a CEO who truly understands the power of brand strategy. It clears a path for the CMO to pursue strategies that may be a harder sell to the CFO and the rest of the C-Suite but are nonetheless crucial to building awareness, generating demand, and

enabling sales.

CONTACT | RENEGADE

Reach out to. Renegade. So far, we’ve done all the talking. Now it’s your turn. To talk about your business, suggest a podcast guest or ask about job opportunities at Renegade (we’re always on the hunt for courageous interns), please fill out our contact form. 3 EXAMPLES OF COMPANY GOODWILL IN COVID-19 Of course, there is plenty of fear and anxiety surrounding the current COVID-19 pandemic, but there are also countless examples of goodwill at work, especially evident in companies that have chosen to selflessly extend their resources to those in need by letting their company purpose shine through. Zoom, SAP, and Brightcove are three

such

DREW NEISSER, FOUNDER & CEO Drew Neisser is the founder & CEO of Renegade, the savvy B2B marketing agency that’s been helping CMOs cut through since 1996. In 2020, Drew also started CMO Huddles, a peer-to-peer advisory service for elite B2B marketers. 8 CMO TIPS FOR B2B MARKETERS IN 2021 Lynne Capozzi (CMO, Acquia) is optimistic for 2021, but cautions marketers to remain flexible—now is not the time to nail down a full-year plan. Instead, find a healthy balance of near-term and long-term initiatives. 2. Focus on Team Morale and Quick Wins. Katie Risch (CMO, Centro) says B2B marketers should be mindful of team

burnout

7 B2B BRANDING LESSONS FOR 2021 FROM 7 B2B BRANDS It’s central to everything else that follows, including demand gen.”. Below, we explore 7 different 2020 B2B rebrands from 7 CMOs we’ve interviewed this year, with lessons learned and great insights for brands looking to up their game in 2021. 1. A Steadfast Purpose Can Guide B2B Brands Through Adversity. 7 INTERVIEW QUESTIONS FOR YOUR NEXT MARKETING HIRE Question #1: Draw a funnel on the whiteboard showing 10,000 visitors, 500 leads, 50 opportunities, and 10 new customers. Let’s pretend you’re the CMO for HubSpot, and you have to decide what your marketing team should do to improve these metrics. Which areas of the funnels would you focus on, and what would you do differently to

change

WHY DELL BOOMI IS BOOMING 178: Why Dell Boomi is Booming. 30. 00:00:00 / 00:46:59. 30. According to a Gartner Report, Dell Boomi leads the way as an innovative strategic partner for its clients in the Enterprise iPaaS category, with over 8,000 customers and a churn rate below 3%. That’s the biggest compliment you can get, especially if you’re a company with

a large

HOW BNY MELLON MARKETING SINGS WITH HAMILTON BNY Mellon saw and seized the chance to engage with an insanely popular Broadway musical whose starring character just happened to be its founder—Alexander Hamilton. As Global Head of Corporate Marketing Aniko Delaney tells it, “Hamilton” opened a stage door that allowed her company to share its story in a more engaging way

than ever before.

B2B MARKETING AGENCY As possibly the best B2B marketing agency in NYC, Renegade helps mid-sized brands cut through via our simple process, sharp content and

savvy social media.

THE RENEGADE THINKERS BLOG BLOG. March 18, 2021. For CMOs in the B2B space, there’s nothing quite like having a CEO who truly understands the power of brand strategy. It clears a path for the CMO to pursue strategies that may be a harder sell to the CFO and the rest of the C-Suite but are nonetheless crucial to building awareness, generating demand, and

enabling sales.

CONTACT | RENEGADE

Reach out to. Renegade. So far, we’ve done all the talking. Now it’s your turn. To talk about your business, suggest a podcast guest or ask about job opportunities at Renegade (we’re always on the hunt for courageous interns), please fill out our contact form. 3 EXAMPLES OF COMPANY GOODWILL IN COVID-19 Of course, there is plenty of fear and anxiety surrounding the current COVID-19 pandemic, but there are also countless examples of goodwill at work, especially evident in companies that have chosen to selflessly extend their resources to those in need by letting their company purpose shine through. Zoom, SAP, and Brightcove are three

such

DREW NEISSER, FOUNDER & CEO Drew Neisser is the founder & CEO of Renegade, the savvy B2B marketing agency that’s been helping CMOs cut through since 1996. In 2020, Drew also started CMO Huddles, a peer-to-peer advisory service for elite B2B marketers. 8 CMO TIPS FOR B2B MARKETERS IN 2021 Lynne Capozzi (CMO, Acquia) is optimistic for 2021, but cautions marketers to remain flexible—now is not the time to nail down a full-year plan. Instead, find a healthy balance of near-term and long-term initiatives. 2. Focus on Team Morale and Quick Wins. Katie Risch (CMO, Centro) says B2B marketers should be mindful of team

burnout

7 B2B BRANDING LESSONS FOR 2021 FROM 7 B2B BRANDS It’s central to everything else that follows, including demand gen.”. Below, we explore 7 different 2020 B2B rebrands from 7 CMOs we’ve interviewed this year, with lessons learned and great insights for brands looking to up their game in 2021. 1. A Steadfast Purpose Can Guide B2B Brands Through Adversity. 7 INTERVIEW QUESTIONS FOR YOUR NEXT MARKETING HIRE Question #1: Draw a funnel on the whiteboard showing 10,000 visitors, 500 leads, 50 opportunities, and 10 new customers. Let’s pretend you’re the CMO for HubSpot, and you have to decide what your marketing team should do to improve these metrics. Which areas of the funnels would you focus on, and what would you do differently to

change

WHY DELL BOOMI IS BOOMING 178: Why Dell Boomi is Booming. 30. 00:00:00 / 00:46:59. 30. According to a Gartner Report, Dell Boomi leads the way as an innovative strategic partner for its clients in the Enterprise iPaaS category, with over 8,000 customers and a churn rate below 3%. That’s the biggest compliment you can get, especially if you’re a company with

a large

HOW BNY MELLON MARKETING SINGS WITH HAMILTON BNY Mellon saw and seized the chance to engage with an insanely popular Broadway musical whose starring character just happened to be its founder—Alexander Hamilton. As Global Head of Corporate Marketing Aniko Delaney tells it, “Hamilton” opened a stage door that allowed her company to share its story in a more engaging way

than ever before.

B2B MARKETING AGENCY As possibly the best B2B marketing agency in NYC, Renegade helps mid-sized brands cut through via our simple process, sharp content and

savvy social media.

ABOUT | RENEGADE

Here are 6 reasons why Renegade clients love us: Savvy: We help our clients wield the wisdom of over 400 CMOs (gained through interviews over the past decade and from CMO Huddles, a unique peer-to-peer advisory Renegade started in 2020). Effective: We draw from our deep experience to identify insights and tactics that will elevate your brand and drive your business forward. MARKETING NEWSLETTER 6 Must-Have “Brand-quisition” Metrics. NEWSLETTER. April 2021. The pursuit of the perfect marketing dashboard is a noble one, if not a tad bit quixotic. It’s noble because we marketers must demonstrate the value of marketing not just to ourselves, our CEOs, and the board, but also to the world at large (who otherwise doubt our worth). 8 CMO TIPS FOR B2B MARKETERS IN 2021 Lynne Capozzi (CMO, Acquia) is optimistic for 2021, but cautions marketers to remain flexible—now is not the time to nail down a full-year plan. Instead, find a healthy balance of near-term and long-term initiatives. 2. Focus on Team Morale and Quick Wins. Katie Risch (CMO, Centro) says B2B marketers should be mindful of team

burnout

HOW TO TRANSFORM MARKETING CHALLENGES INTO OPPORTUNITIES How to Transform Marketing Challenges into Opportunities. June 25, 2020. By Sam Beck. When workers moved home and systems migrated to the cloud as a result of the COVID pandemic, two challenges emerged: how to keep data safe, and how to redeploy event-focused salespeople. For Holly Rollo, the chief marketing officer at RSA Security, these TIPS FOR DIRECT MAIL MARKETING DURING COVID-19 My #1 advice to B2B marketers is to be hyper-relevant. Lean into what your customers and prospects are thinking and feeling only a daily basis and be helpful. That’s all we can do right now, educate, and enable each other through this time. When people are ready to buy, they will, and it will be from the companies that took the helpful 3 EMAIL MARKETING LESSONS FOR 2021 FROM EMARKETER We recently got our hands on eMarketer’s November Email Marketing 2020 report.It’s chock full of new insights about how 2020’s disruptions will affect the future of email marketing. The report sources its info from an extensive selection of data sets and 16 different marketing experts—one of whom is our own Drew Neisser and two others are friends of the Renegade Thinkers Unite podcast 4 EXAMPLES OF B2B BRAND PURPOSE GUIDING THE WAY 4 Examples of B2B Brand Purpose Guiding the Way. There are a million and one reasons why cultivating brand purpose should be a priority for any business and, in light of the current COVID pandemic, here’s one more (with 4 inspiring examples to back us up)! Because a true purpose is the overarching, guiding force behind everything a company

DREW NEISSER

CMO Whisperer, Drew Neisser, is the founder/CEO of Renegade, the award-winning agency that helps CMO’s cut through their content nightmares. A true renegade thinker, Drew has helped dozens of CMOs create marketing programs worth writing about and told the stories of over 250 CMOs via his CMO Spotlight column for Ad Age, a podcast series called Renegade Thinkers Unite and his first book, HOW MARKETERS CAN USE EMAIL MORE EFFECTIVELY IN 2021 Email. The stuff that floods your inbox every day, the stuff that you can never seem to delete fast enough before more comes in. Rather than offering just another opinion piece, we wanted to share a few takeaways from Litmus’ comprehensive 2020 State of the Email Report.The study findings are gated and, ironically, require your email address to get access, but if you’re willing to get just

ABOUT | RENEGADE

Here are 6 reasons why Renegade clients love us: Savvy: We help our clients wield the wisdom of over 400 CMOs (gained through interviews over the past decade and from CMO Huddles, a unique peer-to-peer advisory Renegade started in 2020). Effective: We draw from our deep experience to identify insights and tactics that will elevate your brand and drive your business forward. THE RENEGADE THINKERS BLOG BLOG. March 18, 2021. For CMOs in the B2B space, there’s nothing quite like having a CEO who truly understands the power of brand strategy. It clears a path for the CMO to pursue strategies that may be a harder sell to the CFO and the rest of the C-Suite but are nonetheless crucial to building awareness, generating demand, and

enabling sales.

CONTACT | RENEGADE

Reach out to. Renegade. So far, we’ve done all the talking. Now it’s your turn. To talk about your business, suggest a podcast guest or ask about job opportunities at Renegade (we’re always on the hunt for courageous interns), please fill out our contact form. HOW TO COMMUNICATE WITH YOUR EMPLOYEES EFFECTIVELY Jellyvision’s software, Alex, communicates with employees on healthcare. It talks to the users about demographics and needs. Alex creates the illusion that someone is truly listening behind the screen and reacting in human ways. In employee communication, you need to really listen and react in a human way – customized, with a personal

response.

B2B MARKETERS MARKETING TO MARKETERS They are outspending IT. The numbers are in in 2019 and we expect it to be the same in 2020. So, in today’s episode, you’re going to meet three masters of marketing to marketers. First up is Norman Guadagno, CMO of Acoustic. Now, Acoustic is a 1,000-person spin-off—it’s like a

CMO BOOK - RENEGADE

Along with being written by an exceptional marketing thinker and practitioner, The CMO’s Periodic Table is an artfully conceived goldmine of marketing wisdom. Drew distills practical guidance from his illustrious interviewees on the very topics—strategy, metrics, data, customer-centricity, innovation, and more—that are essential

to every

TIPS FOR DIRECT MAIL MARKETING DURING COVID-19 My #1 advice to B2B marketers is to be hyper-relevant. Lean into what your customers and prospects are thinking and feeling only a daily basis and be helpful. That’s all we can do right now, educate, and enable each other through this time. When people are ready to buy, they will, and it will be from the companies that took the helpful 7 INTERVIEW QUESTIONS FOR YOUR NEXT MARKETING HIRE Question #1: Draw a funnel on the whiteboard showing 10,000 visitors, 500 leads, 50 opportunities, and 10 new customers. Let’s pretend you’re the CMO for HubSpot, and you have to decide what your marketing team should do to improve these metrics. Which areas of the funnels would you focus on, and what would you do differently to

change

DREW NEISSER, FOUNDER & CEO Drew Neisser is the founder & CEO of Renegade, the savvy B2B marketing agency that’s been helping CMOs cut through since 1996. In 2020, Drew also started CMO Huddles, a peer-to-peer advisory service for elite B2B marketers. HOW BNY MELLON MARKETING SINGS WITH HAMILTON BNY Mellon saw and seized the chance to engage with an insanely popular Broadway musical whose starring character just happened to be its founder—Alexander Hamilton. As Global Head of Corporate Marketing Aniko Delaney tells it, “Hamilton” opened a stage door that allowed her company to share its story in a more engaging way

than ever before.

ABOUT | RENEGADE

Here are 6 reasons why Renegade clients love us: Savvy: We help our clients wield the wisdom of over 400 CMOs (gained through interviews over the past decade and from CMO Huddles, a unique peer-to-peer advisory Renegade started in 2020). Effective: We draw from our deep experience to identify insights and tactics that will elevate your brand and drive your business forward. THE RENEGADE THINKERS BLOG BLOG. March 18, 2021. For CMOs in the B2B space, there’s nothing quite like having a CEO who truly understands the power of brand strategy. It clears a path for the CMO to pursue strategies that may be a harder sell to the CFO and the rest of the C-Suite but are nonetheless crucial to building awareness, generating demand, and

enabling sales.

CONTACT | RENEGADE

Reach out to. Renegade. So far, we’ve done all the talking. Now it’s your turn. To talk about your business, suggest a podcast guest or ask about job opportunities at Renegade (we’re always on the hunt for courageous interns), please fill out our contact form. HOW TO COMMUNICATE WITH YOUR EMPLOYEES EFFECTIVELY Jellyvision’s software, Alex, communicates with employees on healthcare. It talks to the users about demographics and needs. Alex creates the illusion that someone is truly listening behind the screen and reacting in human ways. In employee communication, you need to really listen and react in a human way – customized, with a personal

response.

B2B MARKETERS MARKETING TO MARKETERS They are outspending IT. The numbers are in in 2019 and we expect it to be the same in 2020. So, in today’s episode, you’re going to meet three masters of marketing to marketers. First up is Norman Guadagno, CMO of Acoustic. Now, Acoustic is a 1,000-person spin-off—it’s like a

CMO BOOK - RENEGADE

Along with being written by an exceptional marketing thinker and practitioner, The CMO’s Periodic Table is an artfully conceived goldmine of marketing wisdom. Drew distills practical guidance from his illustrious interviewees on the very topics—strategy, metrics, data, customer-centricity, innovation, and more—that are essential

to every

TIPS FOR DIRECT MAIL MARKETING DURING COVID-19 My #1 advice to B2B marketers is to be hyper-relevant. Lean into what your customers and prospects are thinking and feeling only a daily basis and be helpful. That’s all we can do right now, educate, and enable each other through this time. When people are ready to buy, they will, and it will be from the companies that took the helpful 7 INTERVIEW QUESTIONS FOR YOUR NEXT MARKETING HIRE Question #1: Draw a funnel on the whiteboard showing 10,000 visitors, 500 leads, 50 opportunities, and 10 new customers. Let’s pretend you’re the CMO for HubSpot, and you have to decide what your marketing team should do to improve these metrics. Which areas of the funnels would you focus on, and what would you do differently to

change

DREW NEISSER, FOUNDER & CEO Drew Neisser is the founder & CEO of Renegade, the savvy B2B marketing agency that’s been helping CMOs cut through since 1996. In 2020, Drew also started CMO Huddles, a peer-to-peer advisory service for elite B2B marketers. HOW BNY MELLON MARKETING SINGS WITH HAMILTON BNY Mellon saw and seized the chance to engage with an insanely popular Broadway musical whose starring character just happened to be its founder—Alexander Hamilton. As Global Head of Corporate Marketing Aniko Delaney tells it, “Hamilton” opened a stage door that allowed her company to share its story in a more engaging way

than ever before.

ABOUT | RENEGADE

Here are 6 reasons why Renegade clients love us: Savvy: We help our clients wield the wisdom of over 400 CMOs (gained through interviews over the past decade and from CMO Huddles, a unique peer-to-peer advisory Renegade started in 2020). Effective: We draw from our deep experience to identify insights and tactics that will elevate your brand and drive your business forward. MARKETING NEWSLETTER 6 Must-Have “Brand-quisition” Metrics. NEWSLETTER. April 2021. The pursuit of the perfect marketing dashboard is a noble one, if not a tad bit quixotic. It’s noble because we marketers must demonstrate the value of marketing not just to ourselves, our CEOs, and the board, but also to the world at large (who otherwise doubt our worth).

CMO BOOK - RENEGADE

Along with being written by an exceptional marketing thinker and practitioner, The CMO’s Periodic Table is an artfully conceived goldmine of marketing wisdom. Drew distills practical guidance from his illustrious interviewees on the very topics—strategy, metrics, data, customer-centricity, innovation, and more—that are essential

to every

B2B CONTENT AND BRAND STRATEGY CLIENTS Our lead pipeline is overflowing, and Renegade’s content strategy and creative execution plays a huge part in that. Connie O’Brien. Chief Marketing Officer. Tungsten Network. Hiring Renegade was the best decision we ever made. Our marketing is now focused on OH FUD, SAY GOODBYE TO FEAR-BASED B2B MARKETING FUD, you ever heard of it? No, not Elmer Fudd, the Looney Toon set on hunting that wascally wabbit Bugs. We’re talking about FUD, the acronym for Fear, Uncertainty, and Doubt, a marketing tactic that focuses on the dangers customers face if they don’t adopt a product. TIPS FOR DIRECT MAIL MARKETING DURING COVID-19 My #1 advice to B2B marketers is to be hyper-relevant. Lean into what your customers and prospects are thinking and feeling only a daily basis and be helpful. That’s all we can do right now, educate, and enable each other through this time. When people are ready to buy, they will, and it will be from the companies that took the helpful 4 EXAMPLES OF B2B BRAND PURPOSE GUIDING THE WAY 4 Examples of B2B Brand Purpose Guiding the Way. There are a million and one reasons why cultivating brand purpose should be a priority for any business and, in light of the current COVID pandemic, here’s one more (with 4 inspiring examples to back us up)! Because a true purpose is the overarching, guiding force behind everything a company THE RENEGADE THINKERS LEADERSHIP TEAM Meet our Leadership Team: Renegade Thinkers who navigate the agency ship and steer Renegade toward new frontiers (helmed by Drew Neisser,

CEO).

HOW XEROX SHIFTED THEIR BRAND PERCEPTION On this episode of Renegade Thinkers Unite, the CMO of Xerox, Toni Clayton-Hine, joins Drew for a conversation about how Xerox is embracing the new connectivity trend and how it is breaking through old brand perceptions to stay relevant in the 21st century. Toni shares with Drew the story behind Xerox’s latest marketing

initiative, Set the

TALKING WITH BROADRIDGE'S GLOBAL VP OF MARKETING Talking With Broadridge’s Global VP of Marketing. Guest: Debbie Brown - Global VP of Marketing, Broadridge. Unfortunately, amidst the hustle and bustle of a marketing conference, we found the audio quality of the following interview to be below the show standards. However, given the value of the content and the potential takeaways

for our B2B

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HOW ONE ASSOCIATION BROUGHT THEIR REBRAND TO LIFE

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May 27, 2020

Should a calamitous event (say, a global pandemic) bring your rebrand plans to a halt? Not necessarily. A rebrand doesn’t happen in a vortex, and any truly successful rebrand is about a renewed brand purpose—one that can guide an organization’s actions in any situation, good or bad. At the American Lung Association, for example, their decision to forge ahead with... THIS IS A DIFFERENT DOG

NEWSLETTER

May 2020

The evidence is painfully clear. Exhibit A: A lacerated thumb smeared with Neosporin now bandaged. Exhibit B: A general state of crankiness due to a rude awakening at 2AM. Exhibit C: A lengthy neck crick. It’s been a rough 24-hours. Allow me to connect the dots. THE LOGISTICS OF PURPOSE-DRIVEN MARKETING

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May 29, 2020GUEST:

Christina Bottis,

CMO, Coyote Logistics Enter overused marketing advice: Be authentic. Understand your customers. Helping is the new selling. Clichés, yes, but they are as true today as when they were first uttered. You can’t skip these steps, and most people get it wrong by...

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PAPER MANUFACTURER FINDS SUCCESS IN REBRAND REBRANDING CYBERSECURITY COMPANY RELAUNCHES BRAND, CLARIFIES PURPOSE RELAUNCH HOW E-INVOICING COMPANY USED BRAND STORY TO INCREASE LEADS FRICTION

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Drew Neisser is the proud founder of Renegade, the strategic boutique for B2B innovators. Perpetually curious, our CEO continuously interviews senior marketers with the express purpose of helping Renegade clients find smarter ways to cut through. Sharing the stories of over 300 courageous marketers via podcasts, articles, newsletters, speeches, books and 1:1 client meetings, our Chief Marketing Renegade has earned the respect and trust of countless CMOs.

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The Cut Newsletter Renegade Blog Renegade Thinkers Unite Podcast Leave this field empty if you're human: RECENT PRAISE FOR RENEGADE Our lead pipeline is overflowing, and Renegade’s content strategy and creative execution plays a huge part in that.

Connie O’Brien

Chief Marketing Officer

Tungsten Network

Hiring Renegade was the best decision we ever made. Our marketing is now focused on one big idea.

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Utak

Renegade really helped us take our brand to the next level by bringing our tagline to life with creative campaign suggestions and a comprehensive content plan that was very well integrated into our existing brand promise!

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Renegade’s Plan on a Page is like nothing I’ve experienced – strategic, creative and yet concise – it’s an invaluable marketing blueprint.”

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