Renegade Marketing: 12 Steps to Building Unbeatable B2B Brands (Unabridged‪)‬

Marketing has become ridiculously complicated, but yours doesn’t have to be.

With decades of hands-on experience, expert strategist and writer Drew Neisser has witnessed the dramatic evolution of business-to-business marketing. Working alongside giant brands like IBM, as well as start-ups and midsize companies, and interviewing more than 400 top practitioners, Neisser uncovered the top four characteristics that all successful marketers have in common: They are Courageous, Artful, Thoughtful, and Scientific (CATS).

These four characteristics form the basis for the framework in Renegade Marketing. Over the years, Neisser created a 12-step formula to radically simplify B2B marketing and build an unbeatable brand. In his book, he shares the stories of marketing CATS as he gives you the tools to:


Walk through a highly refined discovery process that culminates in finding your brand’s purpose
Define your company’s purpose in eight words or fewer
Build team support for new marketing initiatives while establishing your unique brand story, voice, and design
Assemble effective marketing plans that engage employees, inspire customers, and attract new business
Drive perpetual growth by creating a culture with metrics, marketing technology, and experimentation