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Rebranding two $100m+ brands into one for accelerated growth [podcast]

Episode Description

On this episode of The Marketer’s Journey, I interview Katherine Calvert, CMO at Khoros. Katherine began her career in communications and by her admission “didn’t even know what marketing was” but was always interested in tech and the idea of helping connect businesses to their customers. Her background has led her to take a conscious holistic approach to marketing: she understands the value of comms but also knows that data is hard to argue with when you’re trying to prove ROI. This holistic view of marketing and ability to adapt was integral to her success as CMO as her team merged and rebranded two $100M companies to form Khoros.

Key takeaways from this episode:

  • Data is the one thing in marketing you can truly measure and it’s important that as leaders we understand the advantage of this to earn a seat at the table.
  • Rebranding is difficult, expensive and messy, especially when you are merging two defined identities. In Katherine’s case it was a perfect opportunity to fuse data into the decision making process. Doing market research became critical to going about the rebrand properly.
  • As a B2B marketer your job is to create and accelerate revenue opportunities. When you are clear about this North star and impart this to your team, the next steps become natural and it allows more collaboration with your sales team.

About the Author

Randy Frisch is the CMO and Co-Founder of Uberflip, a content experience platform that empowers marketers to create content experiences at every stage of the buyer’s journey. He has defined and led this movement, prompting marketers to think beyond content creation and truly put their customers first by focusing on the experience. This movement has fuelled an annual conference, Conex: The Content Experience, that brings together 750+ passionate marketers, and a North American-wide Conex Tour. Randy is also the host of The Marketer’s Journey podcast, was named one of the Top 50 Fearless Marketers in the world by Marketo, and is the best-selling author of F#ck Content Marketing: Focus on Content Experience (yeah, he swears sometimes).

Profile Photo of Randy Frisch