Fixing B2B: Why It’s Time to Rethink the Model - An Interview with Drew Neisser

Introduction: the case for fixing B2B

The B2B marketing playbook is overdue for a rewrite. According to guest Drew Neisser, the current model—fueled by MQLs, fragmented teams, and outdated buyer expectations—is no longer delivering results. In conversation with Jakob Löwenbrand, CEO of Brightvision, Neisser reveals how companies can realign their strategies to survive and thrive in a turbulent market.

The new buyer reality: frictionless expectations and noise fatigue

B2B buyers are increasingly mirroring B2C behavior. With consumer experiences that are seamless and digital-first, today’s buyers expect the same efficiency and clarity in their professional roles.

But while buyer expectations have evolved, many B2B strategies have not. Deal cycles are longer, buying committees are larger, and noise is at an all-time high.

MQLs and the pitfalls of misaligned metrics

One of the most pointed critiques Drew makes is against the obsession with Marketing Qualified Leads (MQLs).

The issue isn’t just the metric itself—it’s what it encourages: volume over quality. Neisser urges marketers to shift their focus toward fewer, better opportunities, prioritizing relevance over raw numbers.

The brand vs. demand dichotomy: a false divide

Many marketing teams operate under the outdated assumption that brand and demand generation must be handled separately. Neisser disagrees.

He highlights that consistency across touchpoints is critical—especially in an environment where buying committees include up to 22 people, often with nine external influencers.

Rebuilding trust: aligning sales and marketing

In strong economic times, sales and marketing tend to play nice. But as conditions toughen, blame games resume.

To avoid this, alignment around definitions, goals, and storylines is essential. For example, shared definitions of “opportunity” and clarity on Ideal Customer Profiles (ICPs) can prevent miscommunication and wasted efforts.

How CMOs can adapt: strategic shifts that work

Neisser outlines key strategies for modern CMOs:

• Track and Defend Brand Impact
  “If you have the data, you can show correlation between brand health and pipeline. Most CMOs don’t have it—but they need it.”
• Champion Analyst
  Relations Though often undervalued, a solid analyst strategy can deliver massive credibility and long-term ROI.
• Reprioritize Existing Customers and Employees 
  “Flip the budget model: Focus more on employees and existing customers instead of just prospects.”
• Experiment with Community- and Employee-Led Growth
  Brands like Notion and Gong have successfully tapped into community-led growth, while others drive success by transforming employees into brand ambassadors.
  
  

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Facing the harsh reality: survival through differentiation

Neisser warns that without significant shifts in approach, many B2B companies won’t survive the next year. The antidote? Clear differentiation, consistent storytelling, and aligning short-term wins with long-term brand health.

Final advice: own a mental space

He emphasizes the importance of aligning internal culture with external messaging, and building brands that stand for something, not everything.

Learn more and connect

For more insights, visit: 

• Drew Neisser’s site: RenegadeMarketing.com
• Drew’s book: Renegade Marketing
• Brightvision services: ABM campaigns, Lead generation, and Marketing strategy