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.

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.

David Aaker is the world’s leading brand strategist, having created the most recognized brand strategy model, written 18 books, and helped countless companies develop successful approaches to brand equity management. Join us as he shares the progression of his career and the evolution of his thinking regarding the real sources of brand value. A successful brand, he says, needs energy, differentiation, and engagement. Managers must think long-term about their brands, and use brand equity strategies to resist the pressure to make reactive, short-term adjustments. Take a listen to learn why disruptive innovation is essential to survive and thrive in our fast-changing world. Bonus tip: Learn the reason Professor Aaker considers Brand Portfolio Analysis to be his single most important book.

David Aaker is the Vice Chairman of Prophet and Professor Emeritus at the BerkeleyHaas School of Business. He is the winner of five career awards including the NYAMA Marketing Hall of Fame. He has published over 120 articles and 18 books that have sold well over 1 million copies and been translated into 18 languages. They include Managing Brand Equity, Building Strong Brands, Aaker on Branding, Creating Signature Stories, Owning Game-Changing Subcategories and The Future of Purpose-Driven Branding. The first two of these have received over 45,000 citations. Sometimes called the Father of modern branding, he was named one of the top five most important marketing/business gurus in 2007 and won awards for the best article in the California Management Review and the Journal of Marketing (twice).

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

McGhee Osse is a trailblazer in multicultural marketing communications. As the Co-CEO of Burrell Communications Group, one of the most highly regarded multicultural advertising agencies in the country, she has both witnessed and influenced the evolution of diversity advertising in the U.S.—and the world. In our conversation, McGhee shares how under-represented black and Hispanic agencies are in the U.S., and yet the spending power of these consumers is massive. While black advertising had its moment after George Floyd, Osse cautions us that “Black people are not dark-skinned white people.” To communicate effectively, you need to understand the demographics and consumption patterns of minority groups and learn to speak in a way that is both engaging and respectful. This episode will open your mind to the importance, and the essential practice, of multicultural advertising. Did you know that less than 2% of ad revenue is devoted to black consumers? Take a listen and find out why.

McGhee Osse is a nationally recognized marketing and advertising professional. She is Co-CEO of Burrell Communications Group, one of the leading and most highly regarded multi-cultural advertising agencies in the country with annual billings exceeding $200 million and a roster of clients that lead in their respective categories, such as Procter & Gamble, McDonald’s, Coca-Cola, Kellogg’s, Walmart, Toyota and Comcast.

McGhee became an equity partner in Burrell Communications in 1996. In 2004 she and a long-time colleague purchased majority ownership of the company from its founder, Tom Burrell. With P&L responsibility and expertise in building brands, she has strategically grown revenue through value-based service and a consumer-focused approach.

Innovations to her credit include starting the agency’s Yurban marketing initiative, which targets youth and young adults; the introduction and development of the agency’s “account planning” practice; and spearheading the agency’s formal entry into the digital and interactive marketing arena. And most recently, she launched the agency’s political consultancy and practice.

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