Renegade Marketing
12 Steps to Building Unbeatable B2B Brands
Overview of Renegade Marketing
In "Renegade Marketing," Drew Neisser distills conversations with 400+ CMOs into a revolutionary 12-step B2B branding blueprint. While traditional marketers shout, renegades build authentic connections through the CATS framework - Courage, Artfulness, Thoughtfulness, and Scientific method. Your competitive advantage awaits.
Key Themes in Renegade Marketing
- brand distinctiveness
- purpose-driven strategy
- marketing simplification
- story statement development
- b2b brand building
Quotes from Renegade Marketing
Your top priority as marketing head is helping your company stand out.
The less you try to sell with your marketing, the more you'll actually sell.
Distinctiveness creates gravitational pull toward your brand.
Effective purpose-driven story statements should be big enough to matter yet narrow enough to own.
Characters in Renegade Marketing
- Drew NeisserAuthor and marketing expert
- Caroline Tien-SpaldingCMO of Aptology
About the Author
About the Author of Renegade Marketing
Drew Neisser, author of Renegade Marketing: 12 Steps to Building Unbeatable B2B Brands, is a celebrated B2B marketing strategist, podcast host, and founder of the award-winning Renegade marketing agency.
With 30+ years of experience, Neisser has engineered groundbreaking campaigns for brands like HSBC, Panasonic, and IBM, earning recognition from Brandweek and a Shorty Award for his innovative approaches. His insights stem from interviewing 75+ CMOs, a practice that fuels his Forbes and AdAge columns, top-ranked podcast Renegade Marketers Unite (380+ episodes), and leadership of CMO Huddles, a global community of 350+ marketing executives.
Neisser’s prior book, The CMO’s Periodic Table: A Renegade’s Guide to Marketing, distills decades of marketing wisdom into actionable frameworks used by Fortune 500 teams and business schools. A Duke University alum and frequent speaker at industry events, his work has been featured on ABC’s Nightline, CNBC, and in The New York Times. Recognized among Brand Quarterly’s “50 Marketing Thought Leaders Over 50,” Neisser’s strategies continue to redefine modern B2B marketing excellence.
Download Summary of Renegade Marketing
Get the Renegade Marketing summary as a free PDF or EPUB. Print it or read offline anytime.
FAQs About This Book
Renegade Marketing outlines a 12-step framework for building unbeatable B2B brands, emphasizing innovative strategies over traditional tactics. Drew Neisser blends insights from 450+ CMO interviews, introducing the CATS framework (Courageous, Artful, Thoughtful, Scientific) to simplify marketing complexity. The book covers brand storytelling, employee engagement, and data-driven automation, illustrated with real-world examples from companies like Postclick.
B2B marketers, CMOs, and entrepreneurs seeking actionable strategies to differentiate their brands will benefit most. The book is ideal for those overwhelmed by traditional marketing approaches, offering fresh perspectives on brand identity, customer engagement, and MarTech optimization. Neisser’s blend of case studies and frameworks caters to both novices and seasoned professionals.
Yes—readers praise its practical, unconventional advice and real-world examples. Reviewers highlight its focus on simplifying B2B marketing through frameworks like CATS and actionable steps for brand-building. The book’s structured approach to storytelling, employee alignment, and technology audits makes it a valuable resource for modern marketers.
The CATS framework (Courageous, Artful, Thoughtful, Scientific) guides marketers to:
- Courageous: Challenge conventional strategies.
- Artful: Craft compelling narratives.
- Thoughtful: Prioritize customer needs.
- Scientific: Leverage data for decisions.
Neisser argues this combination fosters adaptable, impactful marketing strategies.
The book emphasizes aligning brand stories with customer pain points, focusing on purpose-driven messaging. Neisser stresses internal team collaboration and visual identity development, using examples like Postclick’s MarTech audits to show how clarity in branding drives customer loyalty.
Key steps include refining brand stories, cultivating employee advocates, and automating systems attentively. For example, Neisser details how to align marketing teams with company values and measure campaign success through relevant KPIs rather than vanity metrics.
Yes—Neisser dedicates a chapter to “automating attentively,” advising marketers to audit MarTech stacks and avoid overcomplication. He emphasizes selecting tools that align with specific goals, citing Postclick’s approach to balancing automation with human creativity.
Unlike generic guides, Renegade Marketing offers B2B-specific tactics and CMO-level insights. Its CATS framework and emphasis on employee engagement distinguish it from books focused solely on SEO or social media trends.
Some readers note its B2B focus may limit appeal for consumer marketers. However, reviewers praise its actionable advice, with one calling it a “handbook rather than a textbook” for its practical examples.
Yes—the “Welcome We” chapter explains how galvanizing employees as brand advocates strengthens external messaging. Neisser shares strategies for fostering internal collaboration, ensuring marketing efforts reflect company-wide values.
A standout quote underscores the book’s philosophy: “Radically simplify your B2B marketing to build an unbeatable brand.” This reflects Neisser’s emphasis on clarity and purpose over convoluted tactics.
Its focus on adaptable branding and technology integration remains timely. With AI reshaping marketing, Neisser’s principles on balancing automation with creativity offer a roadmap for navigating modern challenges.
