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Category: Brand Building

The future of B2B marketing in 2023 and beyond
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August 9, 2022
Intro: The State of Digital B2B Marketing As of August 2021, The CMO Survey reported that most companies have moved past the nascent phase of digital marketing efforts. In 2020, 31.1% reported being in the early phases, and in 2021 that number dropped to 8.6%.  These percentages highlight a critical point for businesses: if your company is only just getting...

7 Common B2B Branding Questions Answered in Renegade Marketing
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January 19, 2022
What is blue and white and read all over? It’s Drew Neisser’s latest book, Renegade Marketing: 12 Steps to Building Unbeatable B2B Brands! Chock-full of amazing insights, Renegade Marketing is 150 pages of straight B2B goodness. It starts with CATS, an acronym for Courageous, Artful, Thoughtful, and Scientific—the four key traits that make a good leader, great. This framework lays...

Enabling eConfidence for eCommerce with a B2B Market Research Study
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October 6, 2021
Riskified is on a mission to enable safe, accessible, and frictionless interactions for online merchants. Their next-generation platform mitigates eCommerce fraud without affecting the online shopping process, ultimately reducing operating costs and growing revenue for the merchant. We partnered with Riskified to design and field a research study to bring this solution to the fore, as many online merchants don’t...

5 Lessons in B2B Brand Development from Renegade Marketers
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September 28, 2021
Here’s to all our Renegade Thinkers out there. Those who’ve steered their B2B organizations to greatness through the power of marketing. Those who challenge convention at just the right moment. Those who inject everything that they do with the perfect balance of what makes any leader prodigious: Courage, Artful, Thoughtful, and Scientific (CATS, as Drew calls them). With nearly 260...

16 B2B Marketing Lessons Absorbed from Renegade’s Favorite Gins
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June 30, 2021
What business does a B2B marketing agency have making a list of super tasty gins? Well, when said gins are paired with spirited conversations about hot marketing topics, a lot. Over the last six months, Renegade Thinkers Live (RTL) has hosted over 40 CMOs and marketing experts, covering a bevy of B2B marketing topics ranging from AI to category creation...

Building B2B Brand Awareness at Ping Identity
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May 5, 2021
With complicated B2B buying cycles, one thing is for certain: if your target buyer hasn’t heard of you, you’re going to have a harder time selling. Let’s face it—it’s hard to generate demand if you don’t even make a prospect’s shortlist, which is why B2B marketers need to focus on building brand awareness within their organizations. In a recent Renegade...

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

Thinking Inside the Box to Generate Demand
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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....

3 Ways Video Can Make the Marketing Star
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August 31, 2020
First of all, apologies for the Video Killed the Radio Star pun, we couldn’t resist. Renegade recently received a report examining, among other things, the effectiveness of video content in marketing efforts. Granted, this has been a trend for a while, but there’s never been a stat-based case for adding video to your toolbelt quite like the current one. Here...

How One Global Tech Company Rebranded Ambitiously
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August 26, 2020
On June 16th, 2020, National Instruments launched their new brand identity, and are now known as NI. The global tech company continues to enable engineers around the world with their test-and-measure tools, but now they’ve enhanced the brand with a sleek, modern logo, standout colors, and a tremendous rallying cry: “Engineer Ambitiously.” However, their purpose-packed tagline doesn’t apply only to...

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