Renegade Marketing audiobook cover - 12 Steps to Building Unbeatable B2B Brands

Renegade Marketing

12 Steps to Building Unbeatable B2B Brands

Drew Neisser

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Marketing & Sales

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Renegade Marketing
The Core Challenge+
The CATS Framework+
Actionable Advice+

Quiz — Test Your Understanding

Question 1 of 7
What does the acronym CATS stand for in Drew Neisser’s framework for successful marketers?
  • A. Creative, Analytical, Targeted, Strategic
  • B. Courageous, Actionable, Timely, Specific
  • C. Courageous, Artful, Thoughtful, Scientific
  • D. Customer-focused, Agile, Tested, Scalable
Question 2 of 7
Why did the apartment board choose JMPB Enterprise to renew their hallway carpeting over the competitors?
  • A. They offered the lowest competitive price for the project.
  • B. They pitched a simple, highly specific expertise in private apartment carpeting and provided targeted solutions.
  • C. They promised to handle all types of commercial, restaurant, and private buildings.
  • D. They utilized complex data personas to tailor their message to each individual board member.
Question 3 of 7
According to the text, what is the rule of thumb for crafting a successful company mission statement?
  • A. It should be explainable in eight words or less and use language your grandmother can understand.
  • B. It should include industry-specific jargon to establish authority and expertise.
  • C. It should be detailed enough to explain the technical specifications of your product.
  • D. It should explicitly outline the company's financial goals for the upcoming year.
Question 4 of 7
What made David Edelman’s rebranding campaign at Aetna deeply successful?
  • A. He significantly increased the advertising budget to run prime-time television commercials.
  • B. He replaced the entire marketing department with fresh talent to ensure new ideas.
  • C. He backed up the new slogan with six months of staff training and internal structural changes.
  • D. He changed the company's visual identity to bright orange to stand out at trade shows.
Question 5 of 7
When it comes to thoughtful execution, what does the text suggest should be a B2B marketer's approach to customers?
  • A. Focus heavily on recruiting new customers to rapidly expand market share.
  • B. Prioritize existing customer satisfaction to cultivate loyal 'customer champions'.
  • C. Ignore bad online reviews and focus solely on positive brand messaging.
  • D. Reduce customer service budgets in order to lower the price of the core product.
Question 6 of 7
Why does the author warn against measuring marketing success solely by profit and new client acquisition?
  • A. Because it makes the marketing department look too focused on sales rather than creativity.
  • B. Because it fails to account for broader metrics like brand health, employee engagement, and customer retention.
  • C. Because it discourages the marketing team from trying playful and highly experimental campaigns.
  • D. Because it leads to an overwhelming amount of data that is impossible for leadership to analyze.
Question 7 of 7
How does the author suggest marketers apply the 'Marie Kondo' method to their work lives?
  • A. By physically minimizing and organizing the marketing department's office space.
  • B. By removing all complex visual elements from a brand's logo to make it minimalist.
  • C. By keeping only the marketing campaigns that generate immediate, measurable profit.
  • D. By decluttering their to-do lists to leave more time for big-picture thinking.

Renegade Marketing — Full Chapter Overview

Renegade Marketing Summary & Overview

Renegade Marketing (2021) is an incisive guide to becoming a cutting-edge B2B marketer in today’s frenetic corporate climate. It distinguishes four key characteristics of very successful marketing executives and shows you how you can apply them in your own company. Most importantly, it demonstrates how to create meaningful brands that are embodied at every level of your organization.

Who Should Listen to Renegade Marketing?

  • CMOs who want to learn how to bring their teams on board to implement new ideas
  • Marketing buffs interested in learning new insights from one of the most influential B2B marketing gurus
  • Anyone interested in how to create purpose-driven brands

About the Author: Drew Neisser

Drew Neisser is the founder of Renegade, the award-winning exclusively B2B marketing company. He’s helped dozens of companies create unbeatable brands and shared the stories of over 400 inspiring CMOs on his podcast Renegade Thinkers Unite. Neisser publishes a regular column for Ad Age and has been featured on ABC News, CNBC, and CBS Radio.

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