Do B2B Marketers Really Care About Branding?

WVU Marketing Communications Today

B2B marketers who put all their focus on lead generation are missing 95% of the market opportunity, says our guest Drew Neisser, founder of CMO Huddles and author of Renegade Marketing: 12 Steps to Building Unbeatable B2B Brands. "Only 5% of your target audience is likely in the market and ready to buy. It’s essential to build awareness and a positive image among the rest," he says. Listen in as Drew explains how to get this done, with “clarity and consistency, more than creativity.” Drew also shares three inspiring B2B brand-building case stories from Coupa procurement software, Case Paper and Wasabi cloud storage. Bonus tip: How marketing professionals can make an impact inside their companies by building a side hustle.

About our Guest:

Dedicated to inspiring B2B marketers, Drew Neisser delivers on his mission via community, coaching, and content. CMO Huddles, the community he founded in 2020, is solely focused on helping B2B marketers share, care, and dare each other to greatness. As a coach, Drew works with a handful of senior marketers each quarter. He is also a prolific content creator, having told the stories of over 500 marketers via Renegade Marketers Unite (podcast), CMO Huddles Studio (live-streaming), his Ad Age column, and two books. His 2nd book, Renegade Marketing: 12 Steps to Building Unbeatable B2B Brands was named the top B2B audiobook of 2022 and nominated for the AMA’s best business book of 2023. Drew is ranked among LinkedIn’s Top 15 Voices in marketing and has been a featured marketing expert on ABC, CNBC, dozens of podcasts, and the New York Times. Says bestselling author Jay Baer, "Drew Neisser is among the strongest B2B marketing thinkers in the world."

WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master's degree programs in Marketing Communications.