Episode 24: Building a Successful Rebranding Campaign | Amanda Elam

Interesting B2B Marketers

In this episode of Interesting B2B Marketers, host Steve is joined by Amanda Elam, CMO of Bloomreach. Amanda, a dedicated B2B SaaS marketer, brings a wealth of knowledge and passion for technology, data, and creativity to the conversation. She divulges her insights into a successful rebranding campaign she spearheaded for a tech company transitioning from on-premise to cloud offerings and discusses the challenges of building a community during a pandemic. The interplay between technology and human elements in decision-making and problem-solving also forms a significant part of their dialogue.
Key takeaways from the episode include:

• Successful rebranding requires a delicate balance: Amanda emphasizes the importance of considering the company's existing customer base and revenue streams during rebranding, along with thorough market research and testing.

• Infuse the human element into business decisions: Amidst the challenge of transitioning from a demand and growth mindset to community building during the pandemic, Amanda stresses the significance of the human element in business decisions.

• Building a successful community: Transparency, gathering like-minded people, and providing a forum for shared experiences are crucial elements in constructing a thriving community.

• Merging different tech companies: The merging of two distinct technology companies with differing personas, market segments, and buying profiles can present challenges. Amanda underscores the role of quality content in building trust and achieving better personalization in the digital ecosystem.

• Beware of overpromising: Amanda cautions against making claims that sound good but aren't necessarily achievable, underscoring the importance of realism and transparency in leveraging technology and human elements to solve problems.

Connect with Amanda and Steve on LinkedIn.