Renegade Marketing

In today's information-saturated world, marketing executives face a daunting challenge: breaking through the constant barrage of content to deliver messages that not only reach their target audience but also stick in their minds. Drew Neisser, a veteran marketing expert with four decades of experience, has made it his mission to help companies overcome this challenge.

In his book "Renegade Marketing," Neisser distills his wealth of knowledge and insights gained from interviewing over 425 leading chief marketing officers (CMOs) into a transformative approach to B2B marketing. At the heart of his methodology are four key characteristics that successful marketers embody: Courageous, Artful, Thoughtful, and Scientific – forming the acronym CATS.

Introduction: The Information Overload Problem

Every day, we are bombarded with an overwhelming amount of information:

• 5 billion new Google searches
• 4 million new blog posts published
• 500 million tweets posted

This constant stream of content has led to unprecedented levels of information overload for the human brain. As a marketing executive, your primary goal is to break through this wall of noise and deliver a message so distinct that people can not only absorb it but also remember it.

Neisser's marketing company, Renegade, operates under the simple slogan "Cut Through." Their campaigns are designed to help companies deliver simple, effective messages that stand out in the crowded marketplace.

The CATS Framework: Four Key Characteristics of Successful Marketers

1. Courageous: Daring to Be Different

In today's marketing landscape, executives are often trained to make marketing increasingly complex. They're given access to vast amounts of data, attend fancy training academies, and manage large teams. The conventional wisdom suggests tailoring messages to fit various audience personas. However, Neisser argues that this approach can lead to confusion and ineffectiveness.

The key to success lies in having the courage to craft a simple, distinctive pitch that sets you apart from the competition. This requires:

• Focusing on a specific target market
• Developing a unique selling point
• Being willing to turn down work that doesn't align with your core focus

Example: JMPB Enterprise, a carpeting company, stood out by specializing exclusively in private apartment carpeting. They demonstrated expertise by addressing specific problems like dust complaints and offering tailored solutions. This focused approach won them contracts over more generalist competitors.

Courage also involves embracing change when necessary. Netflix's transition from DVD rentals to streaming is a prime example of a company that had the courage to pivot and stay ahead of the curve. In contrast, Blockbuster's failure to adapt led to its downfall.

2. Artful: Mastering Communication

Effective marketing is all about clear, simple communication. Many companies fall into the trap of using complex language in their mission statements, thinking it makes them sound smart. In reality, this approach often confuses and alienates potential customers.

Key principles of artful communication include:

1. Develop a simple, distinctive mission statement

   • Aim to explain what you do in eight words or less
   • Use language that even your grandmother could understand

2. Create a strong visual identity

   • Choose colors and design elements that help you stand out
   • Ensure your visual branding aligns with your mission statement

3. Ensure your values permeate throughout the organization

   • Train staff at all levels to embody your company's values
   • Make structural changes that support your brand promise

Example: Health insurance company Aetna's CMO David Edelman led a successful rebranding effort with the slogan "You don't join us. We join you." This simple statement signaled the company's commitment to meeting customers where they are and working with them to provide the best healthcare. Importantly, Aetna backed up this promise with six months of staff training and structural changes to prioritize customer relationships.

4. Listen actively
   • Conduct thorough research to understand staff, donor, and client perspectives
   • Involve employees in the research process to gain buy-in

Example: When Dara Royer took on the task of rebranding international nonprofit Mercy Corps, she initially faced resistance to her ideas. By training employees to conduct research and involving them in the process, she not only gathered valuable insights but also ensured staff felt invested in the new direction. This approach led to Mercy Corps being awarded the prize for most loved brand in the international nonprofit category in 2017.

3. Thoughtful: Executing with Care

Once you've crafted a distinctive brand identity and gotten your team on board, the next step is thoughtful execution. This involves translating your mission statement into excellent customer service and fostering strong relationships with both employees and customers.

Key aspects of thoughtful execution include:

1. Investing in employees
   • Recognize that employees are your product, especially in service-based industries
   • Provide comprehensive training to ensure consistent quality across all locations

Example: Deloitte invested $300 million in employee education, building its own training facility called Deloitte University. This commitment to employee development has helped maintain the company's position as an industry leader.

2. Prioritizing existing customer satisfaction
   • Focus on retaining and delighting current customers before pursuing new ones
   • Aim to cultivate "customer champions" who will advocate for your brand

Strategies for creating customer champions:

• Regularly assess customer satisfaction and address issues promptly
• Create a customer advisory board for feedback and early warnings about potential problems
• Develop loyalty programs that reward long-term customers
• Foster a sense of community among customers through events and gatherings
• Provide thoughtful gifts or "swag" to show appreciation

3. Showing compassion and going the extra mile
   • Check in with customers during challenging times (like the COVID-19 pandemic)
   • Demonstrate genuine care and concern for their well-being

4. Scientific: Measuring Results and Experimenting

To gain support from top leadership and justify marketing investments, it's crucial to adopt a scientific approach to measuring results. This involves:

1. Aligning with leadership on key metrics

   • Determine what success looks like for your company
   • Look beyond just profits and new client acquisition

2. Measuring brand health holistically

   • Track sales, but also consider employee engagement and customer satisfaction
   • Examine customer retention rates and staff turnover

3. Embracing experimentation

   • Create a culture that encourages trying new approaches
   • Allow room for failure and learning from mistakes

4. Celebrating wins, both big and small

   • Recognize and reward successful initiatives
   • Use positive results to build momentum and support for future projects

Practical Applications of the CATS Framework

Crafting a Distinctive Identity

To stand out in a crowded marketplace, companies need to have the courage to develop a unique selling proposition. This involves:

1. Identifying your core strengths and expertise
2. Narrowing your focus to a specific target market
3. Developing a clear, simple message that communicates your unique value

Example: A software company might specialize in providing cybersecurity solutions for small healthcare providers, rather than trying to be a one-size-fits-all IT solution for all industries.

Communicating Your Message Effectively

Once you've identified your distinctive identity, the next step is to communicate it artfully:

1. Develop a concise mission statement (8 words or less)
2. Create a visual identity that reinforces your message
3. Train all employees to embody and communicate your values
4. Actively listen to feedback from employees and customers

Example: A mission statement for the healthcare cybersecurity company might be: "Protecting patient data for small healthcare providers."

Delivering Exceptional Customer Experiences

Thoughtful execution is key to turning your brand promise into reality:

1. Invest in comprehensive employee training
2. Prioritize existing customer satisfaction
3. Develop programs to create customer champions
4. Show genuine care and compassion for customers, especially during challenging times

Example: The cybersecurity company could offer personalized onboarding for each new client, regular check-ins, and a loyalty program that provides free security audits for long-term customers.

Measuring and Improving Performance

Adopting a scientific approach helps justify marketing investments and drive continuous improvement:

1. Define clear, relevant metrics for success
2. Regularly assess brand health, employee engagement, and customer satisfaction
3. Encourage experimentation and learning from both successes and failures
4. Celebrate achievements to build momentum

Example: The cybersecurity company might track metrics such as customer retention rates, employee satisfaction scores, and the number of security breaches prevented for clients.

Overcoming Common Challenges in B2B Marketing

Challenge 1: Lack of Support from Leadership

Many CMOs struggle to gain buy-in from CEOs and other executives who may view marketing as non-essential. To overcome this:

1. Use data to demonstrate the impact of marketing initiatives on business goals
2. Align marketing metrics with overall company objectives
3. Regularly communicate successes and learnings to leadership

Challenge 2: Information Overload

With so much content competing for attention, it's crucial to cut through the noise:

1. Focus on creating high-quality, valuable content rather than quantity
2. Use storytelling techniques to make your message more memorable
3. Leverage multiple channels to reach your audience where they are

Challenge 3: Balancing Creativity and Data-Driven Decision Making

While data is important, it shouldn't stifle creativity:

1. Use data to inform creative decisions, not dictate them
2. Encourage a culture of experimentation and calculated risk-taking
3. Balance quantitative metrics with qualitative feedback from customers and employees

Challenge 4: Adapting to Rapid Technological Changes

The marketing landscape is constantly evolving, making it challenging to stay current:

1. Invest in ongoing education and training for marketing teams
2. Stay informed about emerging trends and technologies
3. Be willing to pivot strategies when necessary, like Netflix's transition to streaming

Implementing the CATS Framework in Your Organization

To successfully adopt the CATS framework:

1. Start with a thorough assessment of your current marketing approach
2. Identify areas where you can be more Courageous, Artful, Thoughtful, or Scientific
3. Develop an action plan to address gaps and build on strengths
4. Communicate the new approach to all stakeholders and provide necessary training
5. Regularly review progress and adjust strategies as needed

Case Studies: Successful Applications of Renegade Marketing

Case Study 1: IBM's Cognitive Era Campaign

IBM successfully rebranded itself as a leader in artificial intelligence and cloud computing through a courageous pivot from its traditional hardware focus. The company artfully communicated its new direction through the "Cognitive Era" campaign, which thoughtfully addressed customer pain points and demonstrated the practical applications of AI. IBM used a scientific approach to measure the campaign's impact on brand perception and sales leads.

Case Study 2: Salesforce's Trailblazer Community

Salesforce exemplifies the CATS framework through its Trailblazer community initiative. The company courageously invested in building a robust ecosystem of users and developers. They artfully created a distinctive brand identity around the "Trailblazer" concept, complete with playful forest-themed imagery. Salesforce thoughtfully executed the program by providing extensive training resources and fostering a sense of community among users. The company scientifically tracks the impact of the Trailblazer program on customer retention, product adoption, and overall brand loyalty.

The Future of B2B Marketing

As technology continues to evolve and customer expectations shift, B2B marketers must remain agile and forward-thinking. Some trends to watch:

1. Increased personalization through AI and machine learning
2. Greater emphasis on account-based marketing (ABM) strategies
3. Growing importance of purpose-driven branding and corporate social responsibility
4. Continued blurring of lines between B2B and B2C marketing techniques

Final Thoughts: Becoming a Renegade Marketer

Embracing the CATS framework – Courageous, Artful, Thoughtful, and Scientific – can transform your approach to B2B marketing. By developing a distinctive identity, communicating it effectively, executing thoughtfully, and measuring results scientifically, you can cut through the noise and create meaningful connections with your audience.

Remember that becoming a Renegade Marketer is an ongoing process of learning, experimentation, and refinement. Stay curious, be willing to take calculated risks, and always keep your focus on delivering value to your customers and your organization.

Actionable Advice: Declutter Your Marketing Approach

Take inspiration from Marie Kondo's decluttering philosophy and apply it to your marketing efforts:

1. Review your current marketing activities and initiatives
2. Identify which ones truly "spark joy" or deliver significant value
3. Eliminate or streamline tasks that don't contribute meaningfully to your goals
4. Focus your energy on high-impact activities that align with your distinctive identity

By decluttering your marketing approach, you'll create more space for strategic thinking and impactful execution, allowing you to truly embody the spirit of Renegade Marketing.