September 23, 2022

A Conversation with Drew Neisser

48 minutes

Drew Neisser is the Founder of Renegade and CMO Huddles, host of the CMO Podcast, and Author of the new book Renegade Marketing: 12 Steps to Building Unbeatable B2B Brands. Marketing has become more complicated without necessarily becoming more effective.

Today, Drew talks about the tough environment of CMOs and delves into why a single clear and consistent message is far more likely to get the sale over a matrixed approach. He also discusses how and why clearing away the clutter of your messaging makes a world of difference for your buyer.

HIGHLIGHTS

Rising from setbacks: Drew enters content creation as he reinvents his business

CMOs clear away the clutter and today work closely with the CRO

Marketing has become way more complicated but rarely more effective

An 8-word purpose-driven story statement is your North Star

QUOTES

A CMO focuses the organization’s product and messaging - Drew: "A great CMO, who is a leader, recognizes the sort of emotional impact of choice of words and visuals and design and will use that to inform communications across the organization, internally and externally. And they often will be the only one in the organization who won't just say ‘Well, let's just tell them it's cheaper, faster, and better’, right? They might be the only one in the organization that will say, ‘You know what? I know we have 15 features but I can only comprehend 1 big one and 3 subsets of that. They're the only ones who can bring focus to this thing.’"

Your brand must have a single message in 8 words or less - Drew: "You have to have a big idea to begin with. And if you don't have a big idea and you don't have what we call purpose-driven story statement or something that encapsulates the, I'm going to call it the sort of the purpose of the brand and a promise of the brand all put together magically in 8 words or less, if you don't do that, then there is no hope that the rest of the stuff is going to hang together."

A single unified message produces higher rates of sales success Drew: "Brands that put 1 message in the marketplace can make it easier for the customer to buy them based on 1 major promise. I have a higher success rate than ones that offer 25 things."

Find out more about Drew and get his book in the links below:

LinkedIn: https://www.linkedin.com/in/drewneisser/

Website: https://renegade.com/

Amazon: https://www.amazon.com/Renegade-Marketing-Building-Unbeatable-Brands/dp/173721251X