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 over four hundred 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 twelve-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
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