Rebranding and Thought Leadership for B2B Marketers: An Interview with Return Path CMO Scott Roth
By Heike Young
Scott Roth, Chief Marketing Officer at Return Path, knows first-hand the challenges that B2B marketers face. In the newest episode of the Marketing Cloudcast — the marketing podcast from Salesforce — get a step-by-step look at how Scott led the rebranding of this B2B data solutions company over the past year. If you’re considering a major rebrand, you’ll want to hear his tips.
Scott oversees digital advertising, content marketing, events, outbound prospecting, and more at Return Path. Download the free podcast episode to muse on his practical advice for marketing that serves instead of sells.
In this episode, you’ll hear:
- How Return Path rebranded from email-only to a full data solutions provider. If you’ve ever tried to change common perception around your brand or are in the process of doing it now, you know how tough it can be. Listen as Joel Book and I ask Scott how he did it and what he learned.
- Why Scott says marketers value the truth more than ever before. Data doesn’t lie. Marketers know this. What we don’t always know is how to best use our company’s data to drive results. Listen as Scott shares one creative way that Return Path uses data to make smarter marketing decisions.
- An exploration of mobile email, and why smartphones are giving your emails a longer life. Email remains relevant despite being the newest, shiniest object out there. Listen as Scott explains why your marketing emails can have a more lasting impact, thanks to mobile devices.
- How one piece of content can touch all areas of your marketing. Atomization of content isn’t just smart. It’s required if you don’t want to overwork your content team with a new deliverable every week. Hear Scott’s concept of “launch and leverage” as it relates to content and thought leadership.
- Why a one-size-fits-all marketing approach is so dangerous. Consumers increasingly are turned off by marketing that’s clearly batch and blast. Scott talks about why every marketing touchpoint has to be more tuned in to individual preferences, and how to make it happen.
Download Scott’s episode of the Marketing Cloudcast now on iTunes!
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Subscribe now on iTunes for weekly interviews with marketing experts, and read the wrap-up of the previous episode.
