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Renegade Blog

Here we cut the world of B2B marketing into digestible nuggets of inspiration, highlighting courageous individuals and ideas approximately two times a week.

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How Altair’s Rebrand Embodied its “Only Forward” Message

September 28, 2020

When in doubt, turn to brand purpose. That’s what CMO Amy Messano of Altair did in early 2020 when the global tech company’s brand relaunch plans were interrupted by the COVID-19 pandemic. Not quite sure whether to bring a year of careful research and planning to a halt, to pivot, or to proceed as planned, Altair found their answer in...

How Marketers Can Use Email More Effectively in 2021

September 24, 2020

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...

Thinking Inside the Box to Generate Demand

September 22, 2020

What’s better than an email invite for an upcoming webinar? Hm, that’s a tough one, but we’d probably go with…a delivery box filled with a cocktail kit inviting you to a mixology session with a certified mixologist! If that sounds oddly specific, that’s because it is—this year, SAP sent 100 direct mailers inviting highly-qualified prospects to a virtual mixology session....

How Couchbase Makes Marketing Personal

September 17, 2020

When discussing the future of marketing, Couchbase CMO Peter Finter said that it’s not going to be about ABM—it will be about PBM, personal-based marketing. B2B companies need to make marketing personal via customer-centric strategies that respond directly to customer needs. This has become especially true in 2020 as businesses adapt to a rapidly changing world rife with challenges. Finter’s...

Boosting Virtual Productivity and Employee Engagement

September 14, 2020

Right now, we’re all a little unsure about what’s on the horizon. Preparing ourselves to be more flexible with remote work and relatively disjointed teams is absolutely, positively crucial. To help her team work smarter, not harder, CMO Anna Griffin of Smartsheet has tackled the issue of WFH productivity and employee wellness head-on. In her Renegade Thinkers Unite interview, she...

5 Great B2B Content Marketing Examples in 2020

September 10, 2020

Any messaging set in January has long been abandoned. After all, 97% of the 110 B2B CMOs that we surveyed said that they had to revise their 2020 marketing plans. They had to. Offices went entirely remote. Marketers were (and still are) being asked to do more with less. Messages that focused on winning and excellence had to be converted...

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