Renegade Marketing: 12 Steps to Building Unbeatable B2B Brands by Drew Neisser

About the Book

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, a strategic boutique for B2B innovators, and CMO Huddles, a membership organization exclusively for B2B CMOs. He’s also the host of Renegade Marketers Unite.

Ranked among the top B2B influencers, Drew has been a featured marketing expert on ABC News, CNBC, CBS Radio, and Tony Robbins’s podcast, among many others. Besides his long-running Ad Age magazine column, he’s contributed articles to FastCompany, Forbes, MediaPost, and CMO.com.

Drew’s first book, The CMO’s Periodic Table: A Renegade’s Guide to Marketing, published in 2015, features interviews with sixty-four marketing leaders at top brands, including American Express, Dow, IBM, and SAP.

Drew started his advertising career at Wells Rich Greene, and later moved to J. Walter Thompson, and Chiat/Day, and then founded the agency that became Renegade in 1993.

And, interesting fact – he’s obsessed with (and a bit of an expert) on American founding father Benjamin Franklin!

Listen to the Interview…

Links…

• Renegade Marketing: 12 Steps to Building Unbeatable B2B Brands by Drew Neisser (Amazon)
• Renegade Marketing (book website)
• Renegade Marketing (agency site)
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