Category: Interviews

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...

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...

Would you take on two C-Suite roles at once? Mika Yamamoto of F5 Networks would—and she did, taking the lead as both CMO and CXO for the application services company. Why did she do it? To drive simplicity across the organization, of course. Under both titles, Yamamoto boils everything F5 does down to one question: does this activity remove friction...