Podcast appearances and mentions of ian truscott

Welcome to The Rose and Rockstar - with the Chief Troublemaker at Seventh Bear, Robert Rose, behind the bar serving one of his splendid cocktails while our host Ian Truscott, a CMO but not a rockstar, picks his brain on a marketing topic.  This week, Ian laments a missed opportunity for the podcast's name as Robert shares tips on using AI for research and introduces him to the term epistemology as they discuss Robert's recent post for The Content Marketing Institute - Gen AI Isn't Marketing's Best Intern — It's Something More Topics in the bar today: Generative AI can enhance the creative process rather than just speed it up. The output of AI is less important than the thought process it encourages. AI is trained to agree, so we must prompt it to challenge our ideas. Epistemology helps us understand why we believe what we believe. Critical thinking is essential when using AI in creative processes. Do you have a question for the bar? Or maybe an opinion on what we've discussed? Please get in touch - just search “rockstar cmo” on the interwebs or LinkedIn. Enjoy! — The Links The people: Ian Truscott on LinkedIn and Bluesky Robert Rose on LinkedIn and Bluesky Mentioned this week Robert's article - Gen AI Isn't Marketing's Best Intern — It's Something More Robert's podcast - This Old Marketing Robert's firm: Seventh Bear Rockstar CMO: The Beat Newsletter that we send every Monday Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all the show notes: Rockstar CMO FM. Track List: Piano Music is by Johnny Easton, shared under a Creative Commons license We'll be right back by Stienski & Mass Media on YouTube You can listen to this on all good podcast platforms, like Apple, Amazon and Spotify. This podcast is part of the Marketing Podcast Network Learn more about your ad choices. Visit megaphone.fm/adchoices

This week, our host Ian Truscott and our resident marketing strategist and former Forrester Research Director Jeff Clark discuss the role of the CMO and marketing post-sale, in reducing churn, increasing customer lifetime value, and loyalty in a B2B SaaS environment where there is reduced friction to switch.  In this episode, they discuss: Customer loyalty in the experience economy Five CMO considerations for customer loyalty Managing the brand gap Nurturing customer relationships Formalizing customer advocacy programs As always, we welcome your feedback. If you have a suggestion for a topic that's hot for you that we should discuss, please get in touch using the links below.   Enjoy! — The Links The people: Ian Truscott on LinkedIn and Bluesky Jeff Clark on LinkedIn Mentioned this week: Customer Loyalty in the Experience Economy — the CMO's Perspective Get Your Buyers AMPED with our Customer Journey Back to Brand - Blog post Rockstar CMO: The Beat Newsletter that we send every Monday Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all the show notes: Rockstar CMO FM. Track List: Stienski & Mass Media - We'll be right back Coming Back Again - Kings of Leon You can listen to this on all good podcast platforms, like Apple, Amazon, and Spotify. Learn more about your ad choices. Visit megaphone.fm/adchoices

Welcome to The Rose and Rockstar - with the Chief Troublemaker at Seventh Bear, Robert Rose, behind the bar serving one of his splendid cocktails while our host Ian Truscott, a CMO but not a rockstar, picks his brain on a marketing topic.  This week, following a discussion about alcohol measures in Scotland, Ian asks Robert about lessons from his successful podcast and if he'd start This Old Marketing today. Some of the things they discussed: Building an audience before launching a podcast  Video offers better discoverability than audio alone The intimacy of audio creates a strong connection with listeners Marketing a podcast requires effort beyond just creating content Discoverability is essential for growing a podcast audience Do you have a question for the bar? Or maybe an opinion on what we've discussed? Please get in touch - just search “rockstar cmo” on the interwebs or LinkedIn. Enjoy! — The Links The people: Ian Truscott on LinkedIn and Bluesky Robert Rose on LinkedIn and Bluesky Mentioned this week Robert's podcast - This Old Marketing Seventh Bear Rockstar CMO: The Beat Newsletter that we send every Monday Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all the show notes: Rockstar CMO FM. Track List: Piano Music is by Johnny Easton, shared under a Creative Commons license We'll be right back by Stienski & Mass Media on YouTube You can listen to this on all good podcast platforms, like Apple, Amazon and Spotify. This podcast is part of the Marketing Podcast Network Learn more about your ad choices. Visit megaphone.fm/adchoices

This week, our host Ian Truscott and our resident marketing strategist and former Forrester Research Director Jeff Clark revisit a topic they discussed 3 years ago in episode 118 - the hard stuff of getting the soft stuff right when implementing marketing technology.  They cover five things to consider:  #1 Identify business needs #2 Develop new processes. #3 Develop new skills #4 Manage change #5 Measure success. As always, we welcome your feedback. If you have a suggestion for a topic that's hot for you that we should discuss, please get in touch using the links below.   Enjoy! — The Links The people: Ian Truscott on LinkedIn and Bluesky Jeff Clark on LinkedIn Mentioned this week: Episode 118: The Hard Soft Stuff of Martech, Melissa Moody, CMO of Gated and Asking Why Over a Cocktail Episode Forrester Blog Post - The Top Five Soft Spots in Managing Martech Rockstar CMO: The Beat Newsletter that we send every Monday Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all the show notes: Rockstar CMO FM. Track List: Stienski & Mass Media - We'll be right back Devo - Soft Things - on Spotify You can listen to this on all good podcast platforms, like Apple, Amazon, and Spotify. Learn more about your ad choices. Visit megaphone.fm/adchoices

Welcome to The Rose and Rockstar - with the Chief Troublemaker at Seventh Bear, Robert Rose, behind the bar serving one of his splendid cocktails while our host Ian Truscott, a CMO but not a rockstar, picks his brain on a marketing topic.  This week, over a classic tipple, Ian and Robert step into the minefield of controversial content. How edgy and different should we be? Based on a recent article Robert published on the Content Marketing Institute's blog - Surprise! Your Most Controversial Content Might Be Your Weakest” The main points from the bar this week: People are becoming numb to controversial content Applying the MAYA principle to content strategy Brands must believe in the positions they take Brands need to earn their place in the conversations Content strategy should include both familiar and surprising elements Do you have a question for the bar? Or maybe an opinion on what we've discussed? Please get in touch - just search “rockstar cmo” on the interwebs or LinkedIn. Enjoy! — The Links The people: Ian Truscott on LinkedIn and Bluesky Robert Rose on LinkedIn and Bluesky Mentioned this week Thompson Bros at Dornoch Distillery Surprise! Your Most Controversial Content Might Be Your Weakest The Four-Letter Code to Selling Just About Anything - Derick Thompson  Robert's podcast - This Old Marketing Robert's regular series on Content Marketing Institute Seventh Bear Rockstar CMO: The Beat Newsletter that we send every Monday Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all the show notes: Rockstar CMO FM. Track List: Piano Music is by Johnny Easton, shared under a Creative Commons license We'll be right back by Stienski & Mass Media on YouTube You can listen to this on all good podcast platforms, like Apple, Amazon and Spotify. This podcast is part of the Marketing Podcast Network Learn more about your ad choices. Visit megaphone.fm/adchoices

This week, Cathy McKnight, Chief Problem Solver at Seventh Bear, makes her monthly visit to the studio, and our host Ian Truscott gets her take on a marketing leader's first 90 days.  Some talking points from this week: Cathy is a fan of the first 30/60/90 day plans - but also day 1 and week 1 The first 30 days are about listening and building trust The importance of a comms plan Where measurement, data, and analysis fit in Employee engagement as part of marketing amplification Focus on leveraging team strengths rather than just fixing weaknesses Common mistakes when moving too quickly AI's role in all of this As always, we welcome your feedback. If you have a suggestion for a topic that is hot for you, please get in touch using the links below.   Enjoy! — The Links The people: Ian Truscott on LinkedIn and Bluesky Cathy McKnight on LinkedIn Mentioned this week: Seventh Bear Cathy and Robert's fortnightly video thingy - Bear in Mind Content Marketing Friday Forum - May 9 Rockstar CMO: The Beat Newsletter that we send every Monday Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all the show notes: Rockstar CMO FM. Track List: We'll be right back by Stienski & Mass Media on YouTube You can listen to this on all good podcast platforms, like Apple, Amazon, and Spotify. Learn more about your ad choices. Visit megaphone.fm/adchoices

Welcome to The Rose and Rockstar - with the Chief Troublemaker at Seventh Bear, fractional marketing leader and author Robert Rose, behind the bar serving one of his splendid cocktails while our host Ian Truscott, a CMO but not a rockstar, picks his brain on a marketing topic.  This week Ian and Robert discuss a prediction from Gartner that we will need to put 70% of our marketing budget into offline to reach an audience who will be digital detoxing.  The main points from the bar this week: Digital detoxing could be a thing, especially as trust and authenticity are reduced This will have an impact on marketing strategies and the budget Print media is gaining value as an alternative messaging channel The rise of gated communities that marketers will need to earn their way into  Identity-based content consumption and personalization Do you have a question for the bar? Or maybe an opinion on what we've discussed? Please get in touch - just search “rockstar cmo” on the interwebs or LinkedIn. Enjoy! — The Links The people: Ian Truscott on LinkedIn and Bluesky Robert Rose on LinkedIn and Bluesky Mentioned this week The Gartner Top Marketing Predictions for 2025 (webinar) Robert's podcast - This Old Marketing Robert's regular series on Content Marketing Institute Seventh Bear Ian's Marketing Profs Webinar Rockstar CMO: The Beat Newsletter that we send every Monday Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all the show notes: Rockstar CMO FM. Track List: Piano Music is by Johnny Easton, shared under a Creative Commons license We'll be right back by Stienski & Mass Media on YouTube You can listen to this on all good podcast platforms, like Apple, Amazon and Spotify. This podcast is part of the Marketing Podcast Network Learn more about your ad choices. Visit megaphone.fm/adchoices

This week, Ian and Jeff finalize their discussion about a CMO's first 90 days, coming to the last of the 5 F'in' Marketing Fundamentals - The Campaign. The Machine, roughly equates to Marketing Operations a role that Jeff knows well, having created several marketing operations teams before going on to advise enterprises through his work at Sirius Decisions and Forrester.  In this episode, Ian and Jeff step through the five cylinders of the machine and what the new CMO needs to pay attention to in those first few months: Data Technology Analytics Processs People As always, we welcome your feedback. If you have a suggestion for a topic that's hot for you that we should discuss, please get in touch using the links below.   Enjoy! — The Links The people: Ian Truscott on LinkedIn and Bluesky Jeff Clark on LinkedIn Mentioned this week: Rockstar CMO Presents: The 5 F'in' Marketing Fundamentals Get Your Buyers AMPED with our Customer Journey - Rockstar CMO Rockstar CMO: The Beat Newsletter that we send every Monday Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all the show notes: Rockstar CMO FM. Track List: Stienski & Mass Media - We'll be right back Man Machine - Robbie Williams Learn more about your ad choices. Visit megaphone.fm/adchoices

Welcome to The Rose and Rockstar - with the Chief Troublemaker at Seventh Bear, fractional marketing leader and author Robert Rose, behind the bar serving one of his splendid cocktails while our host Ian Truscott, a CMO but not a rockstar, picks his brain on a marketing topic.  This week, Ian and Robert discuss an idea Robert shared in his Content Marketing Institute column about slowing down marketing.  The main points from the bar this week: The idea of vibe marketing  Speed in marketing often correlates with quantity, not quality Slowing down marketing advocates for thoughtful and strategic approaches. Checkboxes and agile marketing methodologies can lead to a loss of creativity Marketing should prioritize thoughtful processes over rapid execution The integration of AI should enhance creativity, not replace it Successful marketing often comes from iterative processes, not just quick wins Do you have a question for the bar? Or maybe an opinion on what we've discussed? Please get in touch - just search “rockstar cmo” on the interwebs or LinkedIn. Enjoy! — The Links The people: Ian Truscott on LinkedIn and Bluesky Robert Rose on LinkedIn and Bluesky Mentioned this week Slow-Motion Marketing is the Antidote to Vibe Marketing Robert's podcast - This Old Marketing Robert's regular series on Content Marketing Institute Seventh Bear Rockstar CMO: The Beat Newsletter that we send every Monday Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all the show notes: Rockstar CMO FM. Track List: Piano Music is by Johnny Easton, shared under a Creative Commons license We'll be right back by Stienski & Mass Media on YouTube You can listen to this on all good podcast platforms, like Apple, Amazon and Spotify. This podcast is part of the Marketing Podcast Network Learn more about your ad choices. Visit megaphone.fm/adchoices

This week, Ian and Jeff continue to discuss the CMO's first 90 days, focusing on the fourth of their 5 F'in' Marketing Fundamentals - The Campaign. The first three fundamentals are primary inputs to when and how you communicate to your customers and prospects, and this fundamental is where the rubber hits the road as you use that insight and content to engage with relevant, customer-centric campaigns.   Clearly, in the first 90 days, this is primarily about listening and understanding what is working, and Ian and Jeff outline five steps to this process: Focus on a customer need Determine business goals Create the campaign team Align the tactic mix to the buyers' journey Determining ROI (budget and outcomes) As always, we welcome your feedback. If you have a suggestion for a topic that's hot for you that we should discuss, please get in touch using the links below.   Enjoy! — The Links The people: Ian Truscott on LinkedIn and Bluesky Jeff Clark on LinkedIn Mentioned this week: Rockstar CMO Presents: The 5 F'in' Marketing Fundamentals Get Your Buyers AMPED with our Customer Journey - Rockstar CMO Rockstar CMO: The Beat Newsletter that we send every Monday Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all the show notes: Rockstar CMO FM. Track List: Stienski & Mass Media - We'll be right back The War on Drugs - Under The Pressure (Official Video) You can listen to this on all good podcast platforms, like Apple, Amazon, and Spotify. Learn more about your ad choices. Visit megaphone.fm/adchoices

Welcome to The Rose and Rockstar - with the Chief Troublemaker at Seventh Bear, fractional marketing leader and author Robert Rose, behind the bar serving one of his splendid cocktails while our host Ian Truscott, a CMO but not a rockstar, picks his brain on a marketing topic.  This week, Robert feels that the dude does not abide, inspiring his cocktail choice, and he and Ian discuss the AI-dominated Google search experience and how this impacts our content marketing. The main points from the bar this week: AI is changing the way search engines operate, impacting content creators Search results are cluttered with AI-generated content and ads Content creators are frustrated with the decline in organic search traffic The future of search may involve more AI integration and fewer traditional interfaces Content must be structured for both AI and human consumption. Do you have a question for the bar? Or maybe an opinion on what we've discussed? Please get in touch - just search “rockstar cmo” on the interwebs or LinkedIn. Enjoy! — The Links The people: Ian Truscott on LinkedIn and Bluesky Robert Rose on LinkedIn and Bluesky Mentioned this week Robert's Breakfast Club inspired cartoon about tariffs on Bluesky  Article on Bloomberg - Google AI Search Shift Leaves Website Makers Feeling ‘Betrayed' Robert's podcast - This Old Marketing Robert's regular series on Content Marketing Institute Rockstar CMO: The Beat Newsletter that we send every Monday Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all the show notes: Rockstar CMO FM. Track List: Piano Music is by Johnny Easton, shared under a Creative Commons license We'll be right back by Stienski & Mass Media on YouTube You can listen to this on all good podcast platforms, like Apple, Amazon and Spotify. This podcast is part of the Marketing Podcast Network Learn more about your ad choices. Visit megaphone.fm/adchoices

This week, Ian and Jeff continue to discuss the CMO's first 90 days, focusing on the third of their 5 F'in' Marketing Fundamentals - The Story, which is developing a content marketing strategy.  The five steps they discuss this week Know why you are creating a content strategy Doing the knowledge Being useful Understanding why you Launch it like a product As always, we welcome your feedback. If you have a suggestion for a topic that is hot for you, please get in touch using the links below.   Enjoy! — The Links The people: Ian Truscott on LinkedIn and Bluesky Jeff Clark on LinkedIn Mentioned this week: Rockstar CMO Presents: The 5 F'in' Marketing Fundamentals Get Your Buyers AMPED with our Customer Journey - Rockstar CMO Rockstar CMO: The Beat Newsletter that we send every Monday Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all the show notes: Rockstar CMO FM. Track List: Stienski & Mass Media - We'll be right back One Direction - Story of My Life You can listen to this on all good podcast platforms, like Apple, Amazon, and Spotify. Learn more about your ad choices. Visit megaphone.fm/adchoices

Welcome to The Rose and Rockstar - with the Chief Troublemaker at Seventh Bear, fractional marketing leader and author Robert Rose, behind the bar serving one of his splendid cocktails while our host Ian Truscott, a CMO but not a rockstar, picks his brain on a marketing topic.  This week, Robert reaches for a classic cocktail that is appropriate for this week's topic as he and Ian discuss the marketing classics as an antidote to today's apparent obsession with reinventing marketing.     The main points from the bar this week: The classic principles of marketing are still relevant today Siloed marketing teams can lead to conflicting goals and messages Attribution in marketing is often misrepresented; contribution is key The best practices in marketing are already established; we just need to apply them better Measurement unification across marketing teams  Do you have a question for the bar? Or maybe an opinion on what we've discussed? Please get in touch - just search “rockstar cmo” on the interwebs or LinkedIn. Enjoy! — The Links The people: Ian Truscott on LinkedIn and Bluesky Robert Rose on LinkedIn and Bluesky Mentioned this week Our friend Tim Walters Seventh Bear Robert's regular series on Content Marketing Institute Rockstar CMO: The Beat Newsletter that we send every Monday Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all the show notes: Rockstar CMO FM. Track List: Piano Music is by Johnny Easton, shared under a Creative Commons license We'll be right back by Stienski & Mass Media on YouTube You can listen to this on all good podcast platforms, like Apple, Amazon and Spotify. This podcast is part of the Marketing Podcast Network Learn more about your ad choices. Visit megaphone.fm/adchoices

This week, Ian and Jeff continue to discuss a CMO's first 90 days, focusing on the third of their 5 F'in' Marketing Fundamentals - The Masterplan, plus a bonus conversation about nuts.  Some talking points from this week: Aligning marketing with business objectives and defining measurable goals and OKRs  Assessing dependencies and evaluating the tech stack Balancing short-term wins with long-term strategy Adapting your master plan As always, we welcome your feedback. If you have a suggestion for a topic that is hot for you, please get in touch using the links below.   Enjoy! — The Links The people: Ian Truscott on LinkedIn and Bluesky Jeff Clark on LinkedIn Mentioned this week: Rockstar CMO Presents: The 5 F'in' Marketing Fundamentals Why aren't peanuts, pecans, and almonds real nuts? Rockstar CMO: The Beat Newsletter that we send every Monday Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all the show notes: Rockstar CMO FM. Track List: We'll be right back by Stienski & Mass Media on YouTube Diana Brown & Barrie K Sharpe - The Masterplan You can listen to this on all good podcast platforms, like Apple, Amazon, and Spotify. Learn more about your ad choices. Visit megaphone.fm/adchoices

Welcome to The Rose and Rockstar - with the Chief Troublemaker at Seventh Bear, fractional marketing leader and author Robert Rose, behind the bar serving one of his splendid cocktails while our host Ian Truscott, a CMO but not a rockstar, picks his brain on a marketing topic.  This week, Robert has a fabulous cocktail for the Californian sunshine, and him and Ian discuss a LinkedIn post by author, keynote speaker, and business transformation consultant Tom Goodwin that starts with the line “The less you know about something, the better the AI solution seems to be” and they dive into the topic of AI skills and the absurd idea of AI business transformation goals. They discuss: Generative AI requires subject matter expertise to be effective. Hiring for AI skills  Using AI as a research assistant not as a replacement for knowledge The role of creativity versus efficiency in AI applications. What does AI business transformation mean? The mistakes AI can make Do you have a question for the bar? Or maybe an opinion on what we've discussed? Please get in touch - just search “rockstar cmo” on the interwebs or LinkedIn. Enjoy! — The Links The people: Ian Truscott on LinkedIn and Bluesky Robert Rose on LinkedIn and Bluesky Mentioned this week The LinkedIn post where Tom Goodwin discusses this topic Post by Christopher Penn referring to people using AI in slides Insights on Seventh Bear, including their video podcast thingy Rockstar CMO: The Beat Newsletter that we send every Monday Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all the show notes: Rockstar CMO FM. Track List: Piano Music is by Johnny Easton, shared under a Creative Commons license We'll be right back by Stienski & Mass Media on YouTube You can listen to this on all good podcast platforms, like Apple, Amazon and Spotify. This podcast is part of the Marketing Podcast Network Learn more about your ad choices. Visit megaphone.fm/adchoices

This week, Cathy McKnight, Chief Problem Solver at Seventh Bear, makes her monthly visit to the studio. This week, she and Ian discuss localization, which remains a hot topic when publishing content, and she shares her experience working with international clients.  Some talking points from this week: Companies often confuse translation and localization The stats that show the benefits of good localization Local knowledge is vital for cultural awareness Content strategies often fall apart when treated as an afterthought Localization impact on UX and creative AI and technology alone cannot solve localization challenges. A catch-up on Adobe Summit and their focus on AI As always, we welcome your feedback. If you have a suggestion for a topic that is hot for you, please get in touch using the links below.   Enjoy! — The Links The people: Ian Truscott on LinkedIn and Bluesky Cathy McKnight on LinkedIn Mentioned this week: Seventh Bear Cathy and Robert's fortnightly video thingy - Bear in Mind Rockstar CMO: The Beat Newsletter that we send every Monday Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all the show notes: Rockstar CMO FM. Track List: We'll be right back by Stienski & Mass Media on YouTube You can listen to this on all good podcast platforms, like Apple, Amazon, and Spotify. Learn more about your ad choices. Visit megaphone.fm/adchoices

Welcome to The Rose and Rockstar - with the Chief Troublemaker at Seventh Bear, fractional marketing leader and author, Robert Rose, behind the bar serving a fabulous weekend cocktail while our host Ian Truscott, a CMO but not a rockstar, picks his brain on a marketing topic.  This week, ignoring the advice of Mark Twain to never discuss politics or religion in polite company, the chaps tackle brands navigating the politicization of everything.  They discuss: Brands must navigate the politicization of just about eveything Aligning with political figures can risk brand identity Examples of brands that have tripped over this Employees should have guidelines for personal social media  Brands need to define and stick to an authentic stance Do you have a question for the bar? Or maybe an opinion on what we've discussed? Please get in touch - just search “rockstar cmo” on the interwebs or LinkedIn. Enjoy! — The Links The people: Ian Truscott on LinkedIn and Bluesky Robert Rose on LinkedIn and Bluesky Mentioned this week Tuesday 2¢ – Find Your Miriam - the story of Miriam Webb, influencer fired by Chick-fil-A Robert's regular Rose Colored Glasses column on the Content Marketing Institute blog This Old Marketing podcast Rockstar CMO: The Beat Newsletter that we send every Monday Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all the show notes: Rockstar CMO FM. Track List: Piano Music is by Johnny Easton, shared under a Creative Commons license We'll be right back by Stienski & Mass Media on YouTube You can listen to this on all good podcast platforms, like Apple, Amazon and Spotify. This podcast is part of the Marketing Podcast Network Learn more about your ad choices. Visit megaphone.fm/adchoices

This week, Jeff Clark is back to kick off a new series about a CMO's first 90 days, and this week, he and our host, Ian Truscott, focus on the first of their 5 F'in' marketing fundamentals - The Knowledge - and the first steps of figuring out the current situation. In this discussion, they cover: Recap on the 5 B2B F'in' Marketing Fundamentals  The STARS model and market and category analysis  Customer insights and understanding the ideal customer profile Effective communication Assessing success and identifying areas for improvement Collaboration with sales and other departments  As always, we welcome your feedback. If you have a suggestion for a topic that is hot for you, please get in touch using the links below.   Enjoy! — The Links The people: Ian Truscott on LinkedIn and Bluesky Jeff Clark on LinkedIn Mentioned this week: Grant Johnson's blog - CMO Mentor Rockstar CMO Presents: The 5 F'in' Marketing Fundamentals 229: The 5 F'in' STARS and Content Beyond Websites Cocktail Episode Rockstar CMO: The Beat Newsletter that we send every Monday Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all the show notes: Rockstar CMO FM. Track List: We'll be right back by Stienski & Mass Media on YouTube You can listen to this on all good podcast platforms, like Apple, Amazon and Spotify. Learn more about your ad choices. Visit megaphone.fm/adchoices

Welcome to The Rose and Rockstar - with the Chief Troublemaker at Seventh Bear, fractional marketing leader and author, Robert Rose, behind the bar serving a wonderful weekend cocktail while our host Ian Truscott picks his brain on a marketing topic.  This week in The Rose and Rockstar, over a cachaça cocktail, Ian and Robert discuss the future (or not) of corporate websites.   They discuss: What is cachaça? How corporate websites need to evolve, not die How technology and SEO have driven the web experience A future with AI creating sites on the fly Brand control over content presentation is diminishing A nostalgic view of past web experiences like Flash Do you have a question for the bar? Or maybe an opinion on what we've discussed? Please get in touch - just search “rockstar cmo” on the interwebs or LinkedIn. Enjoy! — The Links The people: Ian Truscott on LinkedIn and Bluesky Robert Rose on LinkedIn and Bluesky Mentioned this week Cachaça - Wikipedia Maybe we should write an obituary for the website - Substack article by Carrie Liken This Old Marketing podcast Rockstar CMO: The Beat Newsletter that we send every Monday Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all the show notes: Rockstar CMO FM. Track List: Piano Music is by Johnny Easton, shared under a Creative Commons license We'll be right back by Stienski & Mass Media on YouTube You can listen to this on all good podcast platforms, like Apple, Amazon and Spotify. This podcast is part of the Marketing Podcast Network Learn more about your ad choices. Visit megaphone.fm/adchoices

Keeping the conversation going. New research – and evidence from hundreds of thousands of client and creative agency pitch processes, shows that it can take up to 21 months for a pitch to take place from the initial meeting of a prospect. So what tips can you learn to help keep the client engaged, other than sending them annoying “Just checking in” emails every few weeks or risking being accused of stalking them at their kid's school plays? The PRCA – Public Relations and Communications Association, recently held its inaugural New Biz Fest conference, where hundreds of new business experts and those thirsty for knowledge gathered together to share their tips and experiences. The Fuel podcast was there and I invited my friend and RockstarCMO Ian Truscott on for a live podcast, where we discussed what tactics work best when you're trying to hold a client's attention over this incredibly long journey. Ian shared his best practice advice for anyone working in PR agencies on how to turn the initial spark of a meeting into a flame that burns brightly and longly. Learn more about your ad choices. Visit megaphone.fm/adchoices

This week, marketing and revenue operations expert Simon Daniels joins Ian after a two-year break working with Forrester to discuss how we define the discipline of revenue operations, how this sits with sales operations and marketing operations, and how we should implement this function.  In this discussion, they cover: Revenue operations, marketing, sales, and customer success operations. The organizational structure for RevOps varies by business context. Collaboration between sales and marketing  The death of the MQL Understanding the buying group and metrics for revenue and pipeline health The key technology and data platforms The role of AI in the analysis of revenue operations. As always, we welcome your feedback. If you have a suggestion for a topic that is hot for you, please get in touch using the links below.   Enjoy! — The Links The people: Ian Truscott on LinkedIn and Bluesky Simon Daniels on LinkedIn As mentioned this week and some further reading that Simon recommends: Blowing in the wind - Why I'm sticking with Revenue Operations (even if the rest of the world is not!) - LinkedIn post by Simon Why the MQL model is failing B2B marketing and what to use instead - Mark Stouse on Martech.org regarding ditching MQLs Beyond MQLs: Unlocking Revenue Growth by Embracing Buying Groups - B2B Marketing webinar on moving beyond the MQL Meet the new martech stack: systems of context and systems of truth – Chief Marketing Technologist RevOps And AI: The Cobbler's Children Need Shoes, Too – Simon co-wrote this on tech for Rev Ops ​​What's Broken in GTM and How to Fix It - Simon's podcast Rockstar CMO: The Beat Newsletter that we send every Monday Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all the show notes: Rockstar CMO FM. Track List: We'll be right back by Stienski & Mass Media on YouTube You can listen to this on all good podcast platforms, like Apple, Amazon and Spotify. Learn more about your ad choices. Visit megaphone.fm/adchoices

Welcome to The Rose and Rockstar - with the Chief Troublemaker at Seventh Bear, fractional marketing leader and author, Robert Rose behind the bar serving a wonderful weekend cocktail while our host Ian Truscott picks his brain on a marketing topic.  This week, over a luxurious cocktail, Ian and Robert discuss thought leadership in the AI age and the importance of charisma and community. They discuss: The evolution of thought leadership as AI makes research a commodity Storytelling and the charisma of the storyteller are becoming more important than the content The future of thought leadership relies on relationships and community, not just having the information The importance this places on marketing investments to cut through Do you have a question for the bar? Or maybe an opinion on what we've discussed? Please get in touch - just search “rockstar cmo” on the interwebs or LinkedIn. Enjoy! — The Links The people: Ian Truscott on LinkedIn and Bluesky Robert Rose on LinkedIn and Bluesky Mentioned this week Black velvet recipe - BBC Food Thought Leadership in the AI Age Belongs to Those Who Connect, Not Control This Old Marketing Rockstar CMO: The Beat Newsletter that we send every Monday Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all the show notes: Rockstar CMO FM. Track List: Piano Music is by Johnny Easton, shared under a Creative Commons license We'll be right back by Stienski & Mass Media on YouTube You can listen to this on all good podcast platforms, like Apple, Amazon and Spotify. This podcast is part of the Marketing Podcast Network Learn more about your ad choices. Visit megaphone.fm/adchoices

This week, Cathy and Ian discuss communication, inspired by some evergreen advice on email best practices that spills into a chat about general management training, personality types, and how employees are expected to figure it all out on their own.  Communication tools best uses The need for communication skills training Evolving communication practices Working on the communication culture in your organization Understanding personality types Management skills and how to reward individual contributors As always, we welcome your feedback. If you have a suggestion for a topic that is hot for you, please get in touch using the links below.   Enjoy! — The Links The people: Ian Truscott on LinkedIn and Bluesky Cathy McKnight on LinkedIn Mentioned this week “I didn't have time to write a short letter, so I wrote a long one instead.” - Mark Twain The post about communication skills from Anjali Yakkundi with Cathy's comment Myers-Brigges Type Indicator - https://eu.themyersbriggs.com/en/tools/MBTI Seventh Bear Rockstar CMO: The Beat Newsletter that we send every Monday Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all the show notes: Rockstar CMO FM. Track List: We'll be right back by Stienski & Mass Media on YouTube You can listen to this on all good podcast platforms, like Apple, Amazon and Spotify. Learn more about your ad choices. Visit megaphone.fm/adchoices

Welcome to The Rose and Rockstar - with the Chief Troublemaker at Seventh Bear, fractional marketing leader and author, Robert Rose behind the bar serving a wonderful weekend cocktail while our host Ian Truscott picks his brain on a marketing topic.  This week, Ian and Robert discuss creating communities as an extension of gating content.  Once they got past the weather and politics, the key points in the discussion were: The Shift to Gated Communities Building and Marketing Exclusive Communities Engagement and Value in Community Building Do you have a question for the bar? Or maybe an opinion on what we've discussed? Please get in touch - search “rockstar cmo” on the interwebs or LinkedIn. Enjoy! — The Links The people: Ian Truscott on LinkedIn and Bluesky Robert Rose on LinkedIn and Bluesky Mentioned this week Dave Gerhardt's community - ExitFive Robert's This Old Marketing Podcast Robert's agency - Seventh Bear Rockstar CMO: The Beat Newsletter that we send every Monday Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all the show notes: Rockstar CMO FM. Track List: Piano Music is by Johnny Easton, shared under a Creative Commons license We'll be right back by Stienski & Mass Media on YouTube You can listen to this on all good podcast platforms, like Apple, Amazon and Spotify. This podcast is part of the Marketing Podcast Network Learn more about your ad choices. Visit megaphone.fm/adchoices

This week, former Forrester Research Director Jeff Clark and Ian Truscott, a CMO and not a rockstar, dive into their AMPED B2B buyers' journey to explore 5 SNAFUs a buyer might discover when they are in that phase and what we as marketers can do about it.  The 5 SNAFUs they discuss: #1 Lack of understanding the problem or potential solution  #2 Does any other business have this problem?  #3 Who else (internally) feels this pain?  #4 Unable to invest the time  #5 Can I get executive buy-in that we have a problem?  As always, we welcome your feedback. If you have a suggestion for a topic that is hot for you, please get in touch using the links below.   Enjoy! — The Links The people: Ian Truscott on LinkedIn and Bluesky Jeff Clark on LinkedIn Mentioned this week What Rockstar CMOs Need to Know: The New Rules of B2B Marketing and Best of Breed Solutions - webinar with Storyblok Thomas' startup - Otterly.ai Otterly.ai in Techcrunch Rockstar CMO: The Beat Newsletter that we send every Monday Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all the show notes: Rockstar CMO FM. Track List: We'll be right back by Stienski & Mass Media on YouTube Search for The Hero - M People on YouTube You can listen to this on all good podcast platforms, like Apple, Amazon and Spotify. Learn more about your ad choices. Visit megaphone.fm/adchoices

Welcome to The Rose and Rockstar - with the Chief Troublemaker at Seventh Bear, fractional marketing leader and author, Robert Rose behind the bar serving a wonderful weekend cocktail while our host Ian Truscott picks his brain on a marketing topic.  This week, Ian challenges Robert on his claim in the Content Marketing Institute newsletter that saying “no” is a marketer's superpower. It sounds easy, but in reality, it can make you very uncomfortable - so how do you really say no, and why is it important you do? Key points: In marketing, we often focus on what to start, not what to stop It's important to permit ourselves to say no, to focus better, and be productive Saying no can help us excel rather than be average Examples of Robert's clients doing this Advice for how to set the stage for saying “no” Do you have a question for the bar? Or maybe an opinion on what we've discussed? Please get in touch - just search “rockstar cmo” on the interwebs or LinkedIn. Enjoy! The Links The people: Ian Truscott on LinkedIn and Bluesky Robert Rose on LinkedIn and Bluesky Mentioned this week Robert's note in The CMI Weekly Newsletter Robert's This Old Marketing Podcast Rockstar CMO: The Beat Newsletter that we send every Monday Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all the show notes: Rockstar CMO FM. Track List: Piano Music is by Johnny Easton, shared under a Creative Commons license We'll be right back by Stienski & Mass Media on YouTube You can listen to this on all good podcast platforms, like Apple, Amazon and Spotify. This podcast is part of the Marketing Podcast Network Learn more about your ad choices. Visit megaphone.fm/adchoices

This week, experienced B2B CMO Thomas Peham is back for a chat with Ian about how generative AI affects search and a new project he is working on - Otterly.ai - and how he is finding life as a founder and start-up marketer.  They discuss: The rise of generative AI is reshaping marketing strategies SEO is evolving with the introduction of AI search engines Marketers must adapt to the declining organic traffic due to AI Content management systems need to evolve to meet new demands Creative marketing strategies can help startups stand out The challenge of attribution and dark social  As always, we welcome your feedback. If you have a suggestion for a topic that is hot for you, please get in touch using the links below.   Enjoy! — The Links The people: Ian Truscott on LinkedIn and Bluesky Thomas Peham on LinkedIn  Mentioned this week What Rockstar CMOs Need to Know: The New Rules of B2B Marketing and Best of Breed Solutions - webinar with Storyblok Thomas' startup - Otterly.ai Otterly.ai in Techcrunch Rockstar CMO: The Beat Newsletter that we send every Monday Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all the show notes: Rockstar CMO FM. Track List: We'll be right back by Stienski & Mass Media on YouTube You can listen to this on all good podcast platforms, like Apple, Amazon and Spotify. Learn more about your ad choices. Visit megaphone.fm/adchoices

Our sixth visit to the officially renamed virtual bar - The Rose and Rockstar - with the Chief Troublemaker at Seventh Bear, fractional marketing leader and author Robert Rose.  Over one of his fabulous cocktails this week, our host, Ian Truscott, asks the big B2B question - to gate or not to gate? They discuss: The classic tension between marketing and sales How to create urgency and scarcity to improve engagement  Creating communities can serve as a new form of gating Sneaky gating tactics that may backfire Is the value of content diminished by gating? Creative gating strategies that B2B marketers should adopt Building a content business Do you have a question for the bar? Or maybe an opinion on what we've discussed? Please get in touch - just search “rockstar cmo” on the interwebs or LinkedIn. Enjoy! — The Links The people: Ian Truscott on LinkedIn and Bluesky Robert Rose on LinkedIn and Bluesky Mentioned this week Robert on CMI Blog: Gating Content: Where Do You Stand in the Great Debate? This Old Marketing Podcast: Super Bowl Ad Winners & Highest Ratings in History (467) Rockstar CMO: The Beat Newsletter that we send every Monday Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all the show notes: Rockstar CMO FM. Track List: Piano Music is by Johnny Easton, shared under a Creative Commons license We'll be right back by Stienski & Mass Media on YouTube You can listen to this on all good podcast platforms, like Apple, Amazon and Spotify. This podcast is part of the Marketing Podcast Network Learn more about your ad choices. Visit megaphone.fm/adchoices

This week, Jeff Clark, former Forrester Research Director and CMO, not a Rockstar, Ian Truscott discuss some practical advice on how to measure brand, and in this week's chat, they cover: The Value of Brand in B2B Measurement Understanding Brand Awareness Perception: What Do Customers Think? Preference: Measuring Customer Loyalty Operationalizing Brand Metrics The Cumulative Effect of Marketing Strategies As always, we welcome your feedback. If you have a suggestion for a topic that is hot for you, please get in touch using the links below.   Enjoy! — The Links The people: Ian Truscott on LinkedIn and Bluesky Jeff Clark on LinkedIn Mentioned this week Grant Johnson's blog - CMO Mentor Previous episode: 171: The Measuring Brand, Evergreen Trading's COO Mark Ordover and ChatGPT in Content Marketing Episode Get Your Buyers AMPED with our Customer Journey Rockstar CMO: The Beat Newsletter that we send every Monday Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all the show notes: Rockstar CMO FM. Track List: We'll be right back by Stienski & Mass Media on YouTube The Heavy - How You Like Me Now? (on YouTube) You can listen to this on all good podcast platforms, like Apple, Amazon, and Spotify. Learn more about your ad choices. Visit megaphone.fm/adchoices

Our fifth visit to the officially renamed virtual bar - The Rose and Rockstar - with the Chief Troublemaker at Seventh Bear, fractional marketing leader and author, Robert Rose.  Over one of his fabulous cocktails this week, our host, Ian Truscott, asks the big question - is marketing getting harder? They discuss: The marketing as a large shallow ocean - it's getting wider, not deeper Understanding marketing requires both art and science Measurement in marketing has always been challenging The influx of opinions complicates marketing strategies Efficiency in marketing does not always equate to effectiveness Correlation does not imply causation in marketing results Notes from marketing history - we need to pay attention to the classics Do you have a question for the bar? Or maybe an opinion on what we've discussed? Please get in touch - just search “rockstar cmo” on the interwebs or LinkedIn. Enjoy! — The Links The people: Ian Truscott on LinkedIn and Bluesky Robert Rose on LinkedIn and Bluesky Mentioned this week The Marketing Mix - and the 4 P's popularised by Phillip Kotler  Reports on Nike's marketing turnaround - for example this post on LinkedIn: How Consultants Almost Destroyed Nike's Brand - by Erik Mashkilleyson Rockstar CMO: The Beat Newsletter that we send every Monday Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all the show notes: Rockstar CMO FM. Track List: Piano Music is by Johnny Easton, shared under a Creative Commons license We'll be right back by Stienski & Mass Media on YouTube You can listen to this on all good podcast platforms, like Apple, Amazon and Spotify. This podcast is part of the Marketing Podcast Network. Learn more about your ad choices. Visit megaphone.fm/adchoices

This week, Jeff Clark, former Forrester Research Director, was inspired by one of his old Forrester chums to discuss what's wrong with B2B measurement. So, in this episode, he and Ian cover the following 5 points: #1 - Buying complexity obscures so much #2 - Technology sprawl gives us fractured data #3 - AI-inflated hope drives an expectation gap #4 - Measurement can't keep up with a renewed emphasis on reputation investment #5 - Exec Team is Not Onboard with What You're Reporting As always, we welcome your feedback. If you have a suggestion for a topic that is hot for you, please get in touch using the links below.   Enjoy! — The Links The people: Ian Truscott on LinkedIn and Bluesky Jeff Clark on LinkedIn Mentioned this week Forrester - B2B Marketing Measurement Isn't Trusted, And It's About To Get Worse Grant Johnson - How Market Presence and Brand Strength Boost Demand Jeff Clark - Five Steps for CMOs to Get Aligned on Metrics Rockstar CMO: The Beat Newsletter that we send every Monday Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all the show notes: Rockstar CMO FM. Track List: We'll be right back by Stienski & Mass Media on YouTube Move on Up - Curtis Mayfield You can listen to this on all good podcast platforms, like Apple, Amazon and Spotify. Learn more about your ad choices. Visit megaphone.fm/adchoices

In our fourth visit to the officially renamed virtual bar - The Rose and Rockstar - we continue to dive into the book writing process with the Chief Troublemaker at Seventh Bear and author of several books, Robert Rose, over one of his fabulous cocktails, as our host, Ian Truscott, continues to struggle to complete his first book. They discuss: Cocktail of the week - Grapefruit Negroni The writing process and editing Self-publishing vs. traditional publishing Setting writing goals and deadlines Being disciplined in writing and editing As always, we welcome your feedback; please let us know if you like the new format and if you would like Ian to ask Robert a question in the safe environment of the bar - get in touch on the links below.  Enjoy! — The Links The people: Ian Truscott on LinkedIn and Bluesky Robert Rose on LinkedIn and Bluesky Mentioned this week Books by Robert Alison Jones, writing coach and courses Joe Pulizzi's Title Publishing Rockstar CMO: The Beat Newsletter that we send every Monday Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all the show notes: Rockstar CMO FM. Track List: Piano Music is by Johnny Easton, shared under a Creative Commons license We'll be right back by Stienski & Mass Media on YouTube You can listen to this on all good podcast platforms, like Apple, Amazon and Spotify. Learn more about your ad choices. Visit megaphone.fm/adchoices

This week, Cathy McKnight, Chief Problem Solver at Seventh Bear joins Ian in the Rockstar CMO studio to chat about teamwork. They cover: The Importance of teamwork in marketing Understanding team dynamics and collaboration The concept of “the collaboration edge” Measuring success and shared purpose The dreaded “breaking the silos” Understanding organizational goals and OKRs Diagnosing and addressing organizational challenges The 3 C's - Clarity, Connection, and Cadence As always, we welcome your feedback. If you have a suggestion for a topic that is hot for you, please get in touch using the links below.   Enjoy! — The Links The people: Ian Truscott on LinkedIn and Bluesky Cathy McKnight on LinkedIn and at Seventh Bear Mentioned this week Seventh Bear Webinars Rockstar CMO: The Beat Newsletter that we send every Monday Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all the show notes: Rockstar CMO FM. Track List: We'll be right back by Stienski & Mass Media on YouTube You can listen to this on all good podcast platforms, like Apple, Amazon and Spotify. Learn more about your ad choices. Visit megaphone.fm/adchoices

In our third visit to the officially renamed virtual bar - The Rose and Rockstar - this week, Robert Rose, the Chief Troublemaker at the newly launched Seventh Bear, shares one of his fabulous cocktails and as our host, Ian Truscott, struggles to complete his first book, he picks Robert's brains on his process as an author of a series of marketing books.  They discuss: Cocktail of the week: The Mayan Michelada Robert's writing process Answering big questions and having a hypothesis The importance of feedback, editing, and refining  Commitment and discipline in writing Connecting with the audience The role of editors As always, we welcome your feedback; please let us know if you like the new format and if you would like Ian to ask Robert a question in the safe environment of the bar - get in touch on the links below.  Enjoy! — The Links The people: Ian Truscott on LinkedIn and Bluesky Robert Rose on LinkedIn and Bluesky Mentioned this week Books by Robert Alison Jones, writing coach and courses Rockstar CMO: The Beat Newsletter that we send every Monday Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all the show notes: Rockstar CMO FM. Track List: Piano Music is by Johnny Easton, shared under a Creative Commons license We'll be right back by Stienski & Mass Media on YouTube You can listen to this on all good podcast platforms, like Apple, Amazon and Spotify. Learn more about your ad choices. Visit megaphone.fm/adchoices

This week, Jeff Clark and Ian Truscott dig into the Muse stage of the Rockstar CMO buyer's journey, called AMPED (Awareness, Muse, Purchase, Engage and Develop), and leverage Jeff's expertise in advising B2B buyers to explore five challenges they face at this early inspiration stage of the buyer's journey and how vendor marketers can help.     They list five potential SNAFUs: #1 – Unable to collaborate with key internal decision-makers  #2 - Overcoming FOFU (Fear of F'in' Up) #3 – Not knowing the full requirements of a solution  #4 - Overbuying - managing shiny object syndrome #5 – Executive Decision Makers Are Not Onboard  As always, we welcome your feedback. If you have a suggestion for a topic that is hot for you, please get in touch using the links below.   Enjoy! — The Links The people: Ian Truscott on LinkedIn and Bluesky Jeff Clark on LinkedIn Mentioned this week Rockstar CMO: The Beat Newsletter that we send every Monday Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all the show notes: Rockstar CMO FM. Track List: We'll be right back by Stienski & Mass Media on YouTube Muse - Feeling Good - on YouTube You can listen to this on all good podcast platforms, like Apple, Amazon and Spotify. Learn more about your ad choices. Visit megaphone.fm/adchoices

Due to a loss of internet for his virtual bar buddy Robert, instead of his scheduled visit to the Rose and Rockstar, Ian goes solo and shares some thoughts planned for his book about tuning into the business when you first get a marketing leadership gig, discovering the market and the ideal customer profile for your B2B product or service.  In this solo performance, he shares: The Five B2B Marketing Fundamentals Understanding Business Objectives Evaluating Company Status with the STARS Model Market Understanding and Customer Profiles Market Dynamics and Changes Creating Your Ideal Customer Profile   Enjoy! — The Links The people: Ian Truscott on LinkedIn and Bluesky Mentioned this week Rockstar CMO Presents: The 5 F'in' Marketing Fundamentals Rockstar CMO: The Beat Newsletter that we send every Monday Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all the show notes: Rockstar CMO FM. Track List: We'll be right back by Stienski & Mass Media on YouTube You can listen to this on all good podcast platforms, like Apple, Amazon and Spotify. Learn more about your ad choices. Visit megaphone.fm/adchoices

This week, Jeff Clark and Ian Truscott get amped about buyers journey models, unveiling the Rockstar CMO buyers journey, called AMPED, riffing off the greatest hits of their favorite models from AIDA, Gartner, Forrester, and Pedowitz Group.  The model they discuss: Awareness - The buyer becomes aware they have a problem that can be solved  Muse - The buyer is looking for inspiration and finding the solution  Purchase - The buyer is now evaluating the solutions and making a decision Engage - The buyer is now a customer, and we need to make sure they are onboarded Develop - Creating a repeat customer, renewal, reference or advocate As always, we welcome your feedback. If you have a suggestion for a topic that is hot for you, please get in touch using the links below.   Enjoy! — The Links The people: Ian Truscott on LinkedIn and Bluesky Jeff Clark on LinkedIn Mentioned this week 108: The Journeys with Jeff, Tim Hines the Marketing Starter and Robert Unlocks Expertise over a Cocktail Episode 238: The 5 Fundamentals of Buyers' Journeys and Careers over a Cocktail Episode Rockstar CMO: The Beat Newsletter that we send every Monday Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all the show notes: Rockstar CMO FM. Track List: We'll be right back by Stienski & Mass Media on YouTube Simple Minds - Don't You (Forget About Me) You can listen to this on all good podcast platforms, like Apple, Amazon and Spotify. Learn more about your ad choices. Visit megaphone.fm/adchoices

In our second visit to the officially renamed virtual bar - The Rose and Rockstar - this week, Robert Rose, the Chief Troublemaker at the newly launched Seventh Bear, shares a simple but classy cocktail, and Ian Truscott picks his brains on pivoting on the B2B gumball machine of MQLs and the hope and aspiration that maybe we'll recognize the value of brand in B2B in 2025 - and rebuts the view that if we can't attribute something directly to revenue it's not worth doing.   They discuss: Can we shift towards brand awareness and building trust?  Brand marketing creates trust and demand, while performance marketing identifies it and is focused on efficiency in converting that demand How your brand is a multiplier of other marketing activities Creating content for nerdy industry colleagues, not customers Not being afraid of repetition in marketing content and talking about the problem in the customer's language  The importance of differentiating your brand in a crowded market As ever, we welcome your feedback; please let us know if you like the new format and if you would like Ian to ask Robert a question in the safe environment of the bar - get in touch on the links below.  Enjoy! — The Links The people: Ian Truscott on LinkedIn and Bluesky Robert Rose on LinkedIn and Bluesky Mentioned this week The Future of B2B Marketing: 11 Predictions for 2025, From New Playbooks to Strategic Brands and AI Agents - Join MIller on Marketing Profs The Long and the Short of it: Balancing Short and Long-Term Marketing Strategies by Les Binet | Goodreads Seventh Bear Rockstar CMO: The Beat Newsletter that we send every Monday Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all the show notes: Rockstar CMO FM. Track List: Piano Music is by Johnny Easton, shared under a Creative Commons license We'll be right back by Stienski & Mass Media on YouTube You can listen to this on all good podcast platforms, like Apple, Amazon and Spotify. Learn more about your ad choices. Visit megaphone.fm/adchoices

This week, Jeff Clark is back from his holidays and returns to the marketing studio, where he and host Ian Truscott are inspired by some new research from Spark Toro that they share in a blog article “If your audience's sources of influence and your marketing budget don't align, you're gonna have a bad time” about some of the discrepancies between what channels are influential and how much we invest in them. They discuss: Understanding the full investment in each channel, including the level of effort and tools and not just external spend Some tips on doing a budget assessment Attributing influence and engagement The reasons why invest too much in some channels Hedging across channels Channels and the buyer's journey As ever, we welcome your feedback. Please let us know if you like the new format and if you would like us to discuss a topic that has caught your eye - get in touch on the links below.  Enjoy! — The Links The people: Ian Truscott on LinkedIn and Bluesky Jeff Clark on LinkedIn Mentioned this week If your audience's sources of influence and your marketing budget don't align, you're gonna have a bad time - Spark Toro research post Cleantech Insiders Rockstar CMO: The Beat Newsletter that we send every Monday Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all the show notes: Rockstar CMO FM. Track List: Money Talks by AC/DC on YouTube Piano Music is by Johnny Easton, shared under a Creative Commons license We'll be right back by Stienski & Mass Media on YouTube You can listen to this on all good podcast platforms, like Apple, Amazon and Spotify. Learn more about your ad choices. Visit megaphone.fm/adchoices

This week, Robert Rose, the Chief Troublemaker at the newly launched Seventh Bear, hosts Ian in our virtual bar, which has also been renamed The Rose and Rockstar, where Robert continues to suggest a cocktail for the week, but in a change to previous episodes, they enjoy a bit more time in the bar with a discussion on a topic that has come to mind this week. As he serves his first Rockstar CMO cocktail of the New Year, Robert shares his favorite prediction for 2025, and this opens up a conversation that includes: Nostalgia can be a powerful marketing tool in 2025, and how we can use it in B2B Data-driven B2B marketing has lost its connection to art and culture The risks and rewards of pop culture references in our marketing Creating deeper connections to our audience through culture and finding our tribe  Should Ian, high on the Godin Kool-Aid be using the word tribe? As always, we welcome your feedback; please let us know if you like the new format and if you would like Ian and Robert to discuss a specific question in the bar. Please get in touch through the links below.  Enjoy! — The Links The people: Ian Truscott on LinkedIn and Bluesky Robert Rose on LinkedIn and Bluesky Mentioned this week 2025 Content Marketing Predictions [Special Episode] (461) Seventh Bear Seth Godin Tribes - on GoodReads Rockstar CMO: The Beat Newsletter that we send every Monday Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all the show notes: Rockstar CMO FM. Track List: Piano Music is by Johnny Easton, shared under a Creative Commons license We'll be right back by Stienski & Mass Media on YouTube You can listen to this on all good podcast platforms, like Apple, Amazon and Spotify. Learn more about your ad choices. Visit megaphone.fm/adchoices

It's a New Year and a change on the podcast as we split the show into two parts: The Studio, which will drop on Wednesdays, and The Bar (The Rockstar & Rose), which will drop on Saturdays.  This week in The Rockstar CMO Studio, Cathy McKnight joins Ian to share her opinions on five content marketing predictions for 2025 that they plucked from a splendid collection of over 40 predictions and trends assembled by the Content Marketing Institute. Some get a “hell yeah”, while others, maybe not so much. The predictions they discuss: Stand out in B2B by doing great work not more Strategy ahead of AI  The rise of optimization for AI whether it's GEO or AIO Getting your content house in order Gen Z will raise the bar for digital marketing    Enjoy! — The Links The people: Ian Truscott on LinkedIn and Bluesky Cathy McKnight on LinkedIn The source of the predictions: 2025 Marketing Trends for Content Success: 40+ Predictions Rockstar CMO: The Beat Newsletter that we send every Monday Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all the show notes: Rockstar CMO FM. Track List: Piano Music is by Johnny Easton, shared under a Creative Commons license We'll be right back by Stienski & Mass Media on YouTube You can listen to this on all good podcast platforms, like Apple, Amazon and Spotify. Learn more about your ad choices. Visit megaphone.fm/adchoices

This week, as his chums continue their holiday breaks, as it's predictions season Ian shares 5 predictions that have caught his eye from Forrester, Marketing Profs, and Smart Insights.    The predictions or hot trends that he picks we should be thinking about in 2025 are:  Generative engine optimization Breaking our MQL addition Organization realignment More budget for brand Zero click marketing Enjoy! — The Links The people: Ian Truscott on LinkedIn and Bluesky The source of the predictions: The Future of B2B Marketing: 11 Predictions for 2025, From New Playbooks to Strategic Brands and AI Agents Forrester Predictions 2025: B2B Marketing and Sales 10 Actionable Digital Marketing Trends for 2025 | Smart Insights 2024 Zero-Click Search Study: For every 1,000 EU Google Searches, only 374 clicks go to the Open Web. In the US, it's 360. - SparkToro Rockstar CMO: The Beat Newsletter that we send every Monday Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all the show notes: Rockstar CMO FM. Track List: Piano Music is by Johnny Easton, shared under a Creative Commons license We'll be right back by Stienski & Mass Media on YouTube Learn more about your ad choices. Visit megaphone.fm/adchoices

It's budget season, and whether your financial year kicks off in January or April, we need to think about what we are doing next year, especially as various surveys from Forrester, Gartner, and Marketing Profs indicate that B2B marketing teams will need to do more with less, a hackneyed expression that makes it no less true.  So, our host Ian Truscott joins Jeff Clark in the studio to explore 5 ideas for making the most of your marketing budget and the value of investing some time in the deep work of planning.  BTW - Just to be correct on the quote Ian used, it should have been: “Those are my principles, and if you don't like them... well, I have others” by Groucho Marx. We have no idea how Karl Marx felt on this topic.  Ian then joins Robert in the virtual bar for a post-Thanksgiving holiday cocktail and dives into asking why and how it's more than that book by Simon Sinek.  Enjoy! — The Links The people on LinkedIn: Ian Truscott Jeff Clark Robert Rose Mentioned in this week's episode: B2B Go-To-Market Budgets Will Continue To Be Tight In 2025: Here's What Marketing And Sales Operations Leaders Need To Do About It - Ross Graber, VP, Principal Analyst Gartner CMO Survey Reveals Marketing Budgets Have Dropped to 7.7% of Overall Company Revenue in 2024 B2B Marketing Budget and Spend Trends: 2024 | Survey - Marketing Profs Using YAGNI to Drive Marketing Efficiency - Ian's article on CMSWire Tuesday 2¢ – Marketing YAGNI - Ian's original post on his Tuesday 2¢ blog 5 F'in' Steps to Build Your Personas - Rockstar CMO  Why ‘Know Your Why' Is Wrong for Content — and How To Fix It - Robert Rose Robert's new website, Seventh Bear Robert firm: The Content Advisory Robert's podcast: This Old Marketing Rockstar CMO: The Beat Newsletter that we send every Monday Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all the show notes: Rockstar CMO FM. Track List: Piano Music is by Johnny Easton, shared under a Creative Commons license We'll be right back by Stienski & Mass Media on YouTube Hard Knock Life (Ghetto Anthem) - Jay Z - on YouTube  You can listen to this on all good podcast platforms, like Apple, Amazon and Spotify. Learn more about your ad choices. Visit megaphone.fm/adchoices

This week, we have a full complement of guests as Jeff Clark and Robert Rose join our host, Ian Truscott, for today's episode.  Jeff discusses 5 Key Ways Marketing Can Enable Sales and he and Ian dive into: Buyer Needs Analysis Market Intelligence Story Telling Sales Tools Technology Ian then joins Robert in the virtual bar for a splendid holiday cocktail and a chat about his concept of valuable friction.  Enjoy! — The Links The people on LinkedIn: Ian Truscott Jeff Clark Robert Rose Mentioned in this week's episode: Clifford Stoll's 1995 article in Newsweek - Why the Web Won't Be Nirvana Robert's new website, Seventh Bear Robert firm: The Content Advisory Robert's podcast: This Old Marketing Rockstar CMO: Monday Mojo - our monthly LinkedIn Newsletter The Beat Newsletter that we send every Sunday Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all the show notes: Rockstar CMO FM. Track List: Piano Music is by Johnny Easton, shared under a Creative Commons license We'll be right back by Stienski & Mass Media on YouTube Lose Yourself by Eminem - on YouTube  Listen on Apple, Amazon, Spotify, or wherever you get your podcasts. Learn more about your ad choices. Visit megaphone.fm/adchoices

It is a shorter show again this week, as it's just Jeff Clark and Ian Truscott in the marketing studio discussing four takes on privacy, relevancy, and personalization while Robert Rose is away on business travel.  They dig into a consumer study by Drapers, Deloitte privacy research, the Forrester blog, a Boston Consulting Group framework, and an article on Forbes to discuss: Personalization in B2B. Consumers are willing to share data for better services. Trust in brands is crucial for data sharing. Data deprecation poses significant challenges for marketers. Privacy by design should be a core principle in marketing. Data minimalization is key to effective data management. Progressive profiling can enhance user experience. Effective communication about data use can build consumer trust. Enjoy! — The Links The people  Ian Truscott on Linked Jeff Clark on LinkedIn Mentioned in this week's episode: John Arnold's article on the Forrester blog - Welcome To The Data-Deprived Future Of Frontline B2B Marketing  Ken Theriott's article on Forbes: Marketing In The Age Of Privacy: Balancing Personalization And Data Protection Drapers Connected Consumer 2024 report Deloitte report - Connectivity Mobile Trends  BCG approach - Personalized Customer Strategy in the Age of AI Rockstar CMO: Monday Mojo - our monthly LinkedIn Newsletter The Beat Newsletter that we send every Sunday Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all the show notes: Rockstar CMO FM. Track List: Piano Music is by Johnny Easton, shared under a Creative Commons license We'll be right back by Stienski & Mass Media on YouTube Surveillance Capitalism by Evan Greer on YouTube Listen on Apple, Amazon, Spotify, or wherever you get your podcasts. Learn more about your ad choices. Visit megaphone.fm/adchoices

This week, Jeff Clark and Ian Truscott share five characteristics of data-driven marketing teams, which are having: Defined and measurable targets Data that is curated to address business goals Tools to make the data available A skilled team who manages the data  Everybody in marketing is enabled to be data-driven  Ian then joins Robert Rose, the Chief Troublemaker at The Content Advisory, in the Rockstar CMO virtual bar, and he shares three important trends for B2B marketing that he'll be exploring in 2025. Enjoy! — The Links The people  Ian Truscott Jeff Clark Robert Rose Mentioned in this week's episode: Robert's new project: Seventh Bear Robert firm: The Content Advisory Robert's podcast: This Old Marketing Rockstar CMO: Monday Mojo - our monthly LinkedIn Newsletter The Beat Newsletter that we send every Sunday Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all the show notes: Rockstar CMO FM. Track List: Piano Music is by Johnny Easton, shared under a Creative Commons license We'll be right back by Stienski & Mass Media on YouTube Numbers in Action by Wiley on YouTube Learn more about your ad choices. Visit megaphone.fm/adchoices

This week Cathy McKnight and Ian Truscott discuss her recent trip to Adobe Max her recent article Efficiency: How Ticking Boxes Leads to Mediocrity and how some teams are B2B Marketing by numbers and her recent webinar with Salesforce Unleashing the Full Potential of Generative AI. Adobe Max focuses on creativity and the use of AI tools. AI can enhance creative processes but should not replace human creativity. Efficiency in marketing can lead to mediocrity if not balanced with creativity. Marketers often fall into the quantitative trap, prioritizing quantity over quality. Continuous learning and experimentation are essential for innovation. Frameworks like Lean and Six Sigma can improve marketing processes. Communication skills have declined, especially in remote settings. Ian then joins Robert Rose, the Chief Troublemaker at The Content Advisory, in the Rockstar CMO virtual bar and, over a splendid cocktail, asks why we might want to give a shit about B2B marketing. Enjoy! — The Links The people  Ian Truscott Cathy McKnight Robert Rose Mentioned in this week's episode: Cathy's article: Efficiency: How Ticking Boxes Leads to Mediocrity Cathy's Salesforce webinar: Unleashing the Full Potential of Generative AI. Robert's article: Why You Have To Care Enough To Send the Very Best in B2B Marketing Robert & Cathy's firm: The Content Advisory Robert's podcast: This Old Marketing Rockstar CMO: Monday Mojo - our monthly LinkedIn Newsletter The Beat Newsletter that we send every Sunday Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all the show notes: Rockstar CMO FM. Track List: Piano Music is by Johnny Easton, shared under a Creative Commons license We'll be right back by Stienski & Mass Media on YouTube Listen on Apple, Amazon, Spotify, or wherever you get your podcasts. Learn more about your ad choices. Visit megaphone.fm/adchoices

This special episode features highlights from a conversation between Keith Smith and Jason Falls on the Fuel Podcast - the highlights host Ian Truscott picks out are: Founding the Marketing Podcast Network Should you add video to your podcast? The intentionality of listening to podcasts The role can podcasts can play in employee engagement and enablement Should you start a podcast? And a great quote from Jason:  “…..it just has a lot more meat to it than other mediums because other mediums are, we're going to blast this shit at your head and hope that you consume it. Whereas the podcast listener is the one in charge. The podcast listener is like, no, I'm only going to listen to this”. Listen to the full episode on MPN: Jason Falls: The Podcast Revolutionary Enjoy! — The people: Ian Truscott on LinkedIn  Keith Smith on LinkedIn  Jason Falls on LinkedIn and his website  Mentioned in this special episode: The Fuel Podcast The episode on MPN: Jason Falls: The Podcast Revolutionary Jason's Roots Music Rambler podcast Rockstar CMO: Monday Mojo - our monthly LinkedIn Newsletter The Beat Newsletter that we send every Sunday Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all the show notes: Rockstar CMO FM. Track List: Piano Music is by Johnny Easton, shared under a Creative Commons license We'll be right back by Stienski & Mass Media on YouTube Listen on Apple, Amazon, Spotify, or wherever you get your podcasts. Learn more about your ad choices. Visit megaphone.fm/adchoices

This week Jeff Clark and Ian Truscott discuss Jeff's 5 Fundamentals of Buyers' Journeys: Chose a Published Model that works for your business  Data is the Ultimate Key to Success Journey Tracking Can Predict Ability to Close  The Devil is in Persona-level Details Journey Tracking Ensures Campaign Success Ian then joins Robert Rose, the Chief Troublemaker at The Content Advisory, in the Rockstar CMO virtual bar and, over a splendid cocktail, Robert shares his take on the current state of marketing careers based on some recent research.   Enjoy! — The people: Ian Truscott on LinkedIn  Jeff Clark on LinkedIn Robert Rose on LinkedIn and Threads Mentioned in this week's episode: Buyers journey research: Adweek:  The State of the Enterprise B2B Buyers Journey Forrester - Younger B2B Buyers Google: B2B marketing: Connecting with new & existing business buyers Robert's firm: The Content Advisory Robert's podcast – This Old Marketing Robert's CMI article series - Rose Colored Glasses Rockstar CMO: Monday Mojo - our monthly LinkedIn Newsletter The Beat Newsletter that we send every Sunday Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all the show notes: Rockstar CMO FM. Track List: Piano Music is by Johnny Easton, shared under a Creative Commons license We'll be right back by Stienski & Mass Media on YouTube The Journey by Fat Boy Slim on YouTube Surf Rider by The Lively Ones on YouTube Listen on Apple, Amazon, Spotify, or wherever you get your podcasts. Learn more about your ad choices. Visit megaphone.fm/adchoices

This week Jeff Clark is back in the Marketing Studio, and he and Ian Truscott discuss his 5 steps for launching integrated marketing campaigns, including: Identifying Customer Needs Defining the Audience Setting Campaign Goals Forming the Campaign Team Planning the Program and Tactics Executing and Measuring Success Ian then joins Robert Rose, the Chief Troublemaker at The Content Advisory, in the Rockstar CMO virtual bar and, over a cocktail, shares his experiments with Notebook LM and what this kind of AI tool means for marketers.  Enjoy! — The people: Ian Truscott on LinkedIn  Jeff Clark on LinkedIn Robert Rose on LinkedIn and Threads Mentioned in this week's episode: Ian's Tuesday 2¢ LinkedIn Newsletter Notebook LM Robert Frost - The Road Not Taken Robert's firm: The Content Advisory Robert's podcast – This Old Marketing Robert's CMI article series - Rose Colored Glasses Rockstar CMO: Monday Mojo - our monthly LinkedIn Newsletter The Beat Newsletter that we send every Sunday Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all the show notes: Rockstar CMO FM. Track List: Piano Music is by Johnny Easton, shared under a Creative Commons license We'll be right back by Stienski & Mass Media on YouTube Listen on Apple, Amazon, Spotify, or wherever you get your podcasts. Learn more about your ad choices. Visit megaphone.fm/adchoices