Chief Marketing Officers (CMO) often
think in terms of campaigns, responses, and calls to action.
Everything is about selling a product or service. So, when it comes
to using thought leadership for marketing, how do you thread the
needle? How do you show CMOs that thought leadership can develop a
brand, bring in new clients, and not look like just another
To tackle this tough question, we’ve invited Drew Neisser
Founder of Renegade,
marketing agency that helps their clients do the heavy
lifting of brand strategy, market research, content, and
social media. Drew is also the author of Renegade Marketing: 12 Steps to
Building Unbeatable B2B Brands,
remove the complications of B2B marketing.
For thought leadership to be successful, you need to be clear about
what you are trying to accomplish. Drew discusses the way
CMOs should be focusing their efforts, and ways to express how
thought leadership differs from traditional marketing.
Once you have a clear purpose, you need a clear vision. Drew
explains that thought leadership needs to be developed from
the viewpoint of the customers, creating content that encourages
them to think more deeply about problems in order to find
solutions. Drew's CATS
Thoughtful, and Scientific) method is one such framework. It
can be used as a guiding light to ensure your content hits all
the right targets.
We conclude the conversation by examining Drew's goals Drew in
writing his book. He set out to make B2B marketing easier by
creating a 12-step program that he used in the field to
gain real-life feedback and viscerally improve the book. Drew
shares how the pandemic affected the release schedule of the
book, and how he stripped it back to a massive blog post —
which then exploded in popularity, proving that he was on the
B2B marketing has never been more complicated. If you are
struggling to find your share of the market, this episode
might just have the advice you need to find your audience.
Three Key Takeaways:
* Thought Leadership content should be created with the
focus of helping clients solve problems by looking at
challenges from a different perspective.
* Low or mid-level marketers
should consider creating thought leadership content early in
their career, as a means of building a reputation for the long