Renegade Marketing

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Product Details

Publisher: CMO Huddles
Release Date: October 5, 2021
Formats: Hardcover, Paperback, Ebook, Audiobook
ISBN: HC: 978-1-7372125-4-6; PB: 978-1-7372125-1-5; EB: 978-1-7372125-2-2; AB: 978-1-7372125-3-9
Trim: 6 x 9
Page Count: 186

 

12 Steps to Building Unbeatable B2B Brands

Drew Neisser

Marketing has become ridiculously complicated, but yours doesn’t have to be.

With decades of hands-on experience, expert strategist and writer Drew Neisser has witnessed the dramatic evolution of business-to-business marketing. Working alongside giant brands like IBM, as well as start-ups and midsize companies, and interviewing over four hundred top practitioners, Neisser uncovered the top four characteristics that all successful marketers have in common: they are Courageous, Artful, Thoughtful, and Scientific (CATS).

These four characteristics form the basis for the framework in Renegade Marketing. Over the years, Neisser created a twelve-step formula to radically simplify B2B marketing and build an unbeatable brand. In his book, he shares the stories of marketing CATS as he gives you the tools to:

  • Walk through a highly refined discovery process that culminates in finding your brand’s purpose

  • Define your company’s purpose in eight words or fewer

  • Build team support for new marketing initiatives while establishing your unique brand story, voice, and design

  • Assemble effective marketing plans that engage employees, inspire customers, and attract new business

  • Drive perpetual growth by creating a culture with metrics, marketing technology, and experimentation

About the Author

Drew Neisser is the founder of Renegade, the award-winning strategic boutique for B2B innovators, and CMO Huddles, the only peer network exclusively for B2B CMOs. Uniquely wired as both strategist and writer, Drew has helped dozens of CMOs build unbeatable brands and told the stories of over four hundred marketing CATS via his top-rated podcast, Renegade Thinkers Unite, and his column for Ad Age. Neisser’s first book, The CMO’s Periodic Table: A Renegade’s Guide to Marketing, which published in 2015, features interviews with sixty-four marketing leaders at top brands, including American Express, Dow, IBM, and SAP.

Reviews

“Drew has written a provocative book that all at once challenges and inspires B2B marketers to reinvent their roles and impact. Written in an artful, easy-to-read, narrative style, Drew’s book is a perfect reflection of who he is—challenging the status quo in a way that works. A must read for B2B marketers everywhere.” —Kimberly A. Whitler, Frank M. Sands Sr. Associate Professor of Business Administration, Darden School of Business, and author of Positioning for Advantage

“No one in the industry has gleaned more CMO insights than Drew. He has synthesized hundreds of conversations into a fun-to-read and immensely valuable B2B marketing playbook. I highly recommend it to anyone who wants to become a more effective marketer.” —Grant Johnson, CMO, Emburse

“In Renegade Marketing, Neisser nails one of the biggest obstacles hamstringing B2B brands—our marketing approach has become way too complex. Amen! I appreciate the way he both challenges and inspires CMOs to simplify, providing a blueprint with real-world examples on how to cut through the clutter, re-think our approach to customer engagement, and measure what matters.” —Scott Vaughan, B2B CMO and growth executive

“This remarkably inspiring B2B playbook is a must-read for any level marketer. It lays out a powerful framework to enable your B2B marketing strategies to really deliver results in a sea of fairly uninspiring, me-too approaches that unfortunately litter the landscape of B2B marketing.” —Kevin Sellers, CMO, Ping Identity

“I really love how this invaluable guide to B2B marketing leads with courage as a foundational trait of successful CMOs. Without courage, marketers are merely caretakers of the status quo!” —John F Ellett, CEO of Springbox, author of The CMO Manifesto

“I loved Neisser’s first book and his latest book all but guarantees you’ll become an effective B2B marketer! If you are committed to growing your B2B marketing, this book is a must.” —Bill Carmody, bestselling author, TEDx Storyteller, CMO and Head of Coaching for Positive Intelligence

“An amazing and practical guide focused specifically on B2B brands and the marketing strategies we need, this book by Drew Neisser makes the complex simple and is a must-read for B2B marketers and executives who are looking to drive growth for their business.” —Michael Brenner, CEO of Marketing Insider Group and author of Mean People Suck

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