Episode 45: Rebranding Complexities & Marketing Strategies | Rowan Tonkin

In this episode of the Interesting B2B Marketers podcast, Steve Goldhaber talks with Rowan Tonkin, CMO at Planful. With his international experience, Rowan shares the complexities of executing a company rebrand within a tight timeline, focusing on the necessity of a customer-centric approach and external collaboration. The conversation further explores the strategy behind marketing a data technology platform, highlighting the benefits of account tiering, hyper-personalization, and the use of intent data.

Rowan traces his career journey, emphasizing the advantage of having diverse experience in understanding various business functions. He offers a comparison of marketing in different countries, Australia, the UK, and the US, and advocates for transparency in the marketing sector akin to that in sales teams.

Key learnings from this episode:

• The process of rebranding is complex and requires a customer-centric approach, along with external help.
• A successful marketing strategy often involves a targeted approach, personalization, and leveraging intent data.
• A diverse background in various business aspects can be beneficial in understanding the needs and challenges of different roles in a company.
• Marketing approaches vary greatly based on the region and the total addressable markets.
• Marketers should strive for greater transparency about their goals and performances.
• Regularly evaluating the effectiveness of one's ideas and being open to change is critical in marketing.

Thank you everyone for tuning into this episode of the Interesting B2B Marketers podcast. Be sure to connect with Rowan Tonkin and Steve Goldhaber on LinkedIn!