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Renegade Marketing: 12 Steps to Building Unbeatable B2B Brands
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About Renegade Marketing: 12 Steps To Building Unbeatable
Product Description 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 Review "Drew has written a provocative book that 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 senior associate professor of business administration 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 of 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, rethink 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 marketers of any level. It lays out a powerful framework for enabling 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 of 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
