285: The Value of Leading with Service with Author Drew Neisser

Marketing Today with Alan Hart

Drew Neisser is the founder of Renegade and CMO Huddles. Most recently he's added author to his list of accomplishments with the publishing of his book Renegade Marketing: 12 Steps to Building Unbeatable B2B Brands.

In this episode, Drew and Alan discuss the concepts in his new book, what makes B2B marketing great, and what makes great marketers in B2B marketing. Drew firmly believes in order to be distinct in the industry and transform your brand it starts from the inside out. He says, “If you don't have your employees behind [the initiative] then you don't have your customers behind it.”

Listen to the full episode to hear more about what it takes to stay distinctive in marketing and how to sell through service.

In this episode, you'll learn:

• How to radically simplify B2B marketing
• Using artfulness for ideation and distinctive marketing
• The value of leading with service

Key Highlights:

• [02:02] Drew's go-to drink
• [03:30] Drew's latest book, Renegade Marketing
• [05:14] The CATS framework
• [10:28] Why new products or marketing initiatives fail
• [13:47] What marketers are doing to stand out
• [16:22] Being distinctive
• [18:30] Leading with service
• [22:09] Radically simplify your metrics
• [25:13] What a culture of experimentation looks like
• [30:04] An experience that defines Drew, makes him who he is today
• [32:41] What is the “Huddle” concept?
• [33:49] Drew's advice to his younger self
• [35:16] What marketers should be learning more about
• [36:34] The brands and organizations Drew follows
• [38:47] The biggest threat to marketers

Resources Mentioned:

• Drew Neisser
• Renegade Marketing: 12 Steps to Building Unbeatable B2B Brands (Book)
• Old Tom Gin (Wikipedia)
• Bar Hill Tom Cat Gin
• Carla Piñeyro Sublett, former CMO at NI and now CMO at IBM
• Brent Adamson, Gartner
• Trish Muller, former CMO at The Home Depot
• CMO Huddles
• Drumshanbo Irish Gun Powder Gin & PJ Rigney Story
• Amass Dry Gin

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