172: Effective B2B Brand Strategy: The Appetizer Version
In this interview, host & Renegade CEO Drew Neisser actually sits down with, well, Drew Neisser. Maybe it’s half interview, half monologue. Either way, on this episode, Drew explores the concept of CATS. Not the fluffy, loveable-yet-tempestuous pets, but the four key traits for being an effective marketer that are absolutely crucial in developing an effective B2B marketing strategy.
Listen in to learn about being an effective, creative marketer, crafting a brand, cutting the clutter in your efforts, and much more! For the main course on How to Develop an Effective B2B Brand Strategy in 2020, please chomp on Drew’s Special (17,771 word) Report http://renegade.com//b2b-brand-strategy-report/
So what are the four big buckets that you’d need to think about when you were approaching B-to-B marketing strategy?
I’m so glad you asked. Those four are: courageous strategy, artful ideation, thoughtful execution and scientific method. Now, those of you who are listeners to the show know that courageous, artful, thoughtful and scientific form an acronym, CATS, because I think the “cool cats” of marketing are the CMOs who make amazing things happen. We’ve now really turned this acronym into a framework, into something broader, to allow you to think about B2B marketing strategy in, perhaps, a way you haven’t thought about it before.
You start out with courageous strategy—can you break that down?
Of course I can! Within courageous strategy, we have three steps. One: clear away the clutter. Two: dare to be distinct. Three: pounce on your purpose. Notice that fine alliteration? The first step gets to this issue that I’ve noticed with B2B marketing, which is that it has become incredibly complicated. And I don’t mean just sort of modestly complicated. I mean ridiculously complicated. We did a study. Among B2B CMOs and we learned that 91% believe that marketing has become significantly more complicated in the last 24 months. But here’s the interesting thing. A different survey among CMOs asks the question: Is marketing more effective today than it was two years ago? And the answer is no. So this increased complexity has not led to an increase in effectiveness. So, is complexity the problem? Why, yes, it is. And we have the evidence to prove it. But I’m going to ask you to take my word for it for the moment. The goal here is to try to remove some of the complexity just by saying we can do it.