Ep 93 : Drew Neisser on Best Practices for Chief Marketing Officers & B2B Branding
How do you become a RENEGADE marketer ? What is the CATS framework for RENEGADE marketing ?,
\nCourageous Strategy - Why \u2018clearing the clutter\u2019 is important ? Why differentiation and distinctiveness is so important? How has Arrow, Ben & Jerry & other brands applied it ?
\nArtful Ideation -The Eight-Word Story & why is it important? How its is not just a tagline; and compels a company to take actions that go well beyond the traditional bounds of marketing?
\nThoughtful Execution -How do we engender brand love & make the customers the heroes of brand story ? Why every CMO should have at least a few key customers on speed dial ?
\nScientific Method- How do the CMOs work with CFOs to develop metrics that matter for employee satisfaction, customer advocacy, and prospect interest ? What should be the most important metrics to measure? What is 'Blended Brand Awareness' tracker?
\nDrew answers the above questions and many more as he takes us on a fascinating journey to be a CATS CMO. Drew Neisser is the founder of Renegade, the award-winning strategic boutique for B2B innovators, and CMO Huddles, the fast-growing community of B2B CMOs.
\nNeisser\u2019s first book, The CMO\u2019s Periodic Table: A Renegade\u2019s Guide to Marketing, features interviews with sixty-four marketing leaders at top brands, including American Express, Dow, IBM, and SAP. Drew's 2nd book, is on Renegade Marketing: 12 Steps to Building Unbeatable B2B Brands . Ranked among the top CMO influencers, Drew Neisser is a LinkedIn Top Voice in Marketing 2022 . He is a host of podcast for B2B CMOs & an AdAge CMO columnist.
\nPlease connect with him on Linkedin & he promises to send a chapters of his book for free https://www.linkedin.com/in/drewneisser/
\nPlease visit his company website https://renegade.com/
\nJagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
\nPlease visit Jasravee at https://jasravee.com/
\nConnect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
\nEmail Jasravee at jasravee@theadiva.com
\nIndex
\n00:00 Preview & Introduction to Drew Neisser
\n02:33 Book Renegade Marketing - Best Practices of Successful CMOs
\n05:35 CATS Framework after Interviewing 500+ CMOs
\n07:45 Courageous Strategy - Focus & 'Clear Away the Clutter'
\n11:01 Courageous Strategy - Daring to Be Distinct - Arrow Electronics Case Study
\n13:15 Courageous Strategy - Pounce on Purpose like Ben & Jerry's Ice cream or KIND Snacks
\n16:49 Artful Ideation - Perfect Pithy- Find Your Eight Word Story
\n19:25 Purpose Driven Story Statement -How not to do it - Family Circle Magazine
\n21:35 Purpose Driven Story Statement - How to do it - Case Paper
\n23:13 Thoughtful Execution - Customers on Speed Dial, User Committees, Customer Advisory Board
\n30:12 Thoughtful Execution- Renegade Marketer Puts Employees First
\n32:10 Scientific Method- Key Metrics - Customer Satisfaction, Employee Satisfaction, Brand & Sales Velocity
\n37:44 Scientific Method - Blended Brand Health Tracker
\n44:49 Rapid Fire - Personally Speaking with Drew Nessier
\n46:16 Connect with Drew Nessier
\nJagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd.
\nWebsite : https://jasravee.com/