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, over a refreshing cocktail, Ian and Robert quote Drucker and wonder if AI will solve our zombie process.  Key points from their discussion: AI is automating inefficient processes. Understanding the entire marketing process is crucial before implementing AI. Curiosity and asking 'why' are essential in the AI experimentation phase. Business users often prefer to delegate tasks rather than engage with complex systems. Experimentation with AI is important AI can add complexity and cost if not applied thoughtfully. If you have a question for the bar, or maybe an opinion on what was shared this week, 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 AI Won't Fix Your Zombie Marketing Processes Robert's new relaunched website: Robertrose.net Ian's firm - Velocity B 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 Piano Music is by Johnny Easton, shared under a Creative Commons license 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 usual co-host, Jeff Clark, is back from vacation, and he and Ian Truscott dive into the latest Gartner CMO quarterly report, which is available to non-clients in exchange for an email address.  As is the editorial policy of the show, they pull 5 f'in' things from the report that caught their eye: Investing in Customer Understanding Budgeting Challenges for CMOs Maximizing ROI through Technology and Process CMOs and Growth Strategy Advanced Budgeting Techniques 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 Jeff Clark on LinkedIn Mentioned this week: The Chief Marketing Officer Journal | Gartner Jeff's firm - Cleantech Insiders Ian's new firm - Velocity B 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 Nina Simone - Don't Let Me Be Misunderstood  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 refreshing cocktail, we discover more about Robert's latest content marketing strategy - The Mullet.  They discuss: The debate around what content we should share with the LLMs Robert's research into answer engine optimization Robert suggests we need to be business at the front with the structure for informing the robots, and then party at the back where the humans can access the good stuff. If you have a question for the bar, or maybe an opinion on what was shared this week, 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 This Old Marketing - The Mullet Content Strategy [Special Episode] (490) What's Broken in GTM and How to Fix It ep22: David Meyer Robert's new relaunched website: Robertrose.net Ian's firm - Velocity B 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 Piano Music is by Johnny Easton, shared under a Creative Commons license 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 grabs her after day 1 of CMS Connect 25, a gathering of content management professionals in Montreal, and she shares the latest talking points from the world of content management.  Some talking points from this week: CMSs are still valid and necessary for digital experiences, but digital experience platforms (DXPs) are not a thing. The death of the website is bullshit, and the CMS plays a key role in management and orchestration across all channels.  Artificial intelligence is obviously a hot topic, and there are some interesting use cases in content workflows, governance, and approval.  Composability and headless remain a hot technical trend, but not much is changing in terms of what buyers are asking for.  Accessibility was a surprisingly hot topic, and it's often overlooked. People, process, governance, and operations remain a technology-agnostic challenge regardless of the acronym used to describe them (DAM, MAM, MRM, WCM, etc). A dive into indulging our inner content geeks, and ss always, we welcome your feedback.  Enjoy! — The Links The people: Ian Truscott on LinkedIn and Bluesky Cathy McKnight on LinkedIn Mentioned this week: The story of Boye & Co CMS Connect 25 - Boye & Company 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, 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 Michelada, Ian asks Robert's advice about providing 90-day plans during a recruitment process, and Robert shares the relaunch of his website robertrose.net. They discuss:  Making assumptions before you can do proper discovery Whether it's reasonable to ask for this level of effort The benefit of the process to both the candidate and the hirer Boxing these requests into scenarios and limited projects Avoiding sounding generic If you have a question for the bar, or maybe an opinion on what was shared this week, 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 new relaunched website: Robertrose.net Robert's podcast – This Old Marketing Ian's firm - Velocity B 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 Piano Music is by Johnny Easton, shared under a Creative Commons license 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, with Jeff still on his long holiday to the Nordics, Ian goes solo and shares a recent experience of being asked to create a 90-day plan as part of a CMO selection process.  Using the framework he and Jeff created - The 5 F'in' Marketing Fundamentals - Ian shares how he then built the plan, the structure of the deck, and some tips on what to include.  Enjoy! — The Links The people: Ian Truscott on LinkedIn and Bluesky Mentioned this week: Rockstar CMO Presents: The 5 F'in' Marketing Fundamentals Previous episodes discussing a CMO's first 90 days 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 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, the topic is culture jacking, as Robert wrote a very timely piece on the Content Marketing Institute's blog: How B2B Brands Capitalize on Meme-Worthy Moments, as our LinkedIn feeds are filled with images of a kisscam from a Coldplay concert.  Key points from the chat: Less “newsjacking” as politics becomes so divisive, and humor has become difficult.  Memes and culture jacking are filling the gap, but can be a double-edged sword  Understanding cultural references is crucial for effective engagement. Not all memes resonate with every audience. Authenticity is key. If you have a question for the bar, or maybe an opinion on what was shared this week, 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 post: How B2B Brands Capitalize on Meme-Worthy Moments Robert's Lens newsletter  Rose Colored Glasses - Robert Rose on the Content Marketing Institute Ian's firm - Velocity B 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: 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 continues his vacation, so our host, Ian Truscott, is joined by Simon Daniels, a marketing and revenue operations expert and former Forrester analyst, as well as a returning guest of the show. In this episode, they dig into a LinkedIn post that Simon shared, referring to him catching up on some reading on campaign modelling over a beer.  Dubbed "5 things that Simon learned over a beer that we suspect he already knew", the chaps discuss: The definition of a campaign Comments on the Forrester campaign model How to practically apply these models Measuring campaigns How campaigns fit into an overarching GTM motion 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 Simon Daniels on LinkedIn Mentioned this week: Simon's LinkedIn post that inspired this chat Copper Ale | Session Cask Ale from Dorset | Palmers Brewery How smarter campaign modeling and automation drive real marketing ROI - Caroline Hodson The Marketing Operations Strategist - Steal my campaign hierarchy guide - Sara McNamara Build an integrated, aligned marketing campaign strategy - Forrester What's Broken in GTM and How to Fix It - 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: Stienski & Mass Media - We'll be right back 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.  However, this week, we have a slightly different episode as Robert couldn't make our regular virtual bar recording, so to get our Robert Rose fix, we share something he recorded for the Content Marketing Institute and his Rose-Colored Glasses blog, titled “Old Content, New Risk: What's AI Learning About Your Brand?” We hope you enjoy this last-minute change. Robert will be back in the bar next week, and if you have a question for the bar, or maybe an opinion on what was shared this week, 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 Full post: Old Content, New Risk: What's AI Learning About Your Brand? Rose Colored Glasses - Robert Rose on the Content Marketing Institute Ian's firm - Velocity B 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: 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 Principal Analyst at Cleantech Insiders, Jeff Clark, return to the topic of budget benchmarking, sharing six hits from six industry reports.  Yes, SIX, completely ignoring the editorial policy of 5 f'in' things.  The six highlights they discuss: Marketing budgets are in decline (or are they?) Comparing apples with apples Expectations management Martech is down, paid media up Data & analytics is marketing's biggest challenge The mandatory mention of AI 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: Gartner: Marketing Budgets: How Much Should Your Team Spend in 2024 | Gartner  The CMO Survey: Spring 2025 - The CMO Survey with Deloitte, Duke Fuqua School of Business, AMA Insight Partners: Insight's SaaS Marketing Spend Benchmarks  Norwest: B2B Sales & Marketing Benchmark Report LinkedIn - 2024 - The B2B Marketing Organization of Tomorrow (page 29 discusses budget)  Forrester blog post referring to their 2025 budget planning guide. European Leaders: Align Budget Planning To Accelerate Performance In 2025 Jeff's firm - Cleantech Insiders Ian's new firm - Velocity B 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 Cyndi Lauper - Money Changes Everything (1983) 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, the chaps discuss the complexities of marketing budgets, the importance of setting pragmatic marketing strategies, and the concept of lean marketing teams.  They explore various budgeting methods, the challenges of aligning marketing goals with financial realities, and the need for marketing to be viewed as a strategic investment rather than a cost center, the perceptions of marketing within organizations, and the implications of these views on budget allocation and strategic decision-making. 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 Ian's new advisory firm - Velocity B Robert's podcast - This Old Marketing Robert's newsletter - Lens on Substack 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, Cathy McKnight, Chief Problem Solver at Seventh Bear, makes her monthly visit to the studio and Ian and Cathy dive into content operations and orchestration. Is it more inside baseball wordy word bullshit, a technology platform or something that organizations really care about? Some talking points from their conversation: Understanding content operations and orchestration The role of technology in content operations Content strategy and audience engagement Overcoming resistance to change in content operations Generative AI and its impact on content operations and orchestration 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 Velocity B CMS Connect 25 - Boye & Company 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, 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, on Ian's mind is whether we should be educating LLMs with our content, and Robert suggests that there might be lessons to be learned from Google's rise two decades ago. They discuss: How our content gets served, aggregated, and we don't pick the experience What is the purpose and value of educating LLMs with our content?  Will users click through? Is it an impression?  Will the content consumer behavior change? Is there a first mover advantage? 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 Ian's new advisory firm - Velocity B Robert's podcast - This Old Marketing Robert's newsletter - Lens on Substack 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 Principal Analyst at Cleantech Insiders, Jeff Clark, dive into budget benchmarks as Ian picks Jeff's brain about his experience doing this for enterprise clients  at Forrester. They discuss Jeff's 5 tips: Why is benchmarking important? Don't confuse a peer set with your competitive landscape Comparing apples with apples - STARS model Understand what the benchmark considers to be marketing budget Determine the timeframe to align with benchmarks and goals 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: The CMO Survey Jeff's firm - Cleantech Insiders Ian's new firm - Velocity B 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 Cee Lo Green - Forget You (2010) 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, on Ian's mind is is the importance of individual credibility vs brands in content marketing and what this means for B2B. Should we worry about creating thought leaders, and they leave?  They discuss: AI is influencing how we perceive content authenticity. The 'from line' in emails is more important than the subject line. B2B brands need to invest in promoting their employees as thought leaders. Social media is shifting from brand-centric to individual-centric content. Trust is being built more around individuals than brands. Navigating employee influence requires trust and motivation. 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 Ian's new advisory firm - Velocity B Ann Handley's LinkedIn Post Someone asked me: "What's the point of a writer in the age of AI content?" Robert's podcast - This Old Marketing Robert's newsletter - Lens on Substack Robert's firm: Seventh Bear Rockstar CMO: The Beat Newsletter that we send every Monday Rockstar CMO on the web 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, are joined by a previous guest, friend of the show and former Forrester Analyst, Simon Daniels, now sharing his revenue and marketing operations expertise as an independent consultant with Percassity Associates. Recently, Simon has attended the 6Sense Inspire event in London and in keeping with the editorial policy of the show, Simon shares 5 F'in' key takeaways from the event, and it's not all about intent data, as the chaps discuss: Adoption of buying groups and ditching the MQL Gating content Throwing AI at everything Revenue as a marketing metric Brand and demand generation 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 Simon Daniels on LinkedIn  Mentioned this week: Simon's LinkedIn post that got this party started What's Broken in GTM and How To Fix It Podcast 6sense Inspire UK 2025 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 Brown Eyed Girls Sixth Sense Video on LinkedIn 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, Mary Meeker, who some describe as the queen of the internet, has published a 340-page report called Trends – Artificial Intelligence, that Robert has some thoughts on, so that's this week's topic, discussed over a cocktail blended especially for Father's Day tomorrow.  They discuss: The challenge of reporting on AI, as while the report is excellent, some points feel dated due to the fast pace of AI development.  AI should be viewed as a tool rather than a replacement for human workers. People describe themselves as  AI-enhanced, but no one ever said they are “spreadsheet-enhanced”. There's skepticism about AI's capabilities compared to human intelligence and the need for diverse human input.  AI is “free puppies”, not “free beer”; it's not saving as much human work as has been predicted. 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 Trends – Artificial Intelligence (AI) - Mary Meeker / Bond  Robert's newsletter - Lens on Substack 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 event planning. Inspired by a recently published report from Forester that shared that, for the second consecutive year, budgets are flat or down for two-thirds of event teams. In this episode, they discuss: Make each event part of an existing campaign Defining the event goals Determine who can deliver your audience Considering the audience spread across events Planning and execution cross functional collaboration 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: Events Are Under Pressure — Six Findings From Forrester's Q1 2025 State Of B2B Events Survey 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 P!nk - Get The Party Started (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

As it's Saturday, you may be expecting our host Ian Truscott to be sipping a cocktail and picking the brains of Robert Rose in the Rose & Rockstar, our virtual bar. However, an overrunning appointment means Robert didn't make it to the bar, so Ian goes solo. For this last-minute solo, Ian picks a topic he recently shared in a webinar for Marketing Profs - “The ART of Content Marketing” - where he shares the role content marketing plays in creating Awareness, Revenue, and Trust.  The main points Ian makes this week: Marketing should focus on creating ART, not just content. Content marketing targets the 'dark funnel' of potential buyers. Building brand trust is crucial for long-term marketing success. Content should be useful and address the needs of the audience. Content should be launched and marketed like a product. Regular audits of content strategy are necessary for effectiveness. Enjoy! — The Links The people: Ian Truscott on LinkedIn and Bluesky Mentioned this week: Content Marketing Friday Forum Webinar - The ART of Content Marketing A Deep Dive Into The Dark Funnel | 6sense B2B go-to-market benchmarks | Dreamdata Tuesday 2¢: Everybody is FOFU Fighting – Ian Truscott The Greatest Sales Deck I've Ever Seen | by Andy Raskin | Mission.org | Medium 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 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, makes her monthly visit to the studio. Inspired by Salesforce's acquisition of Informatica, they discuss their experiences with acquisitions.   Some talking points from this week: Salesforce's acquisition of Informatica aims to enhance Salesforce's data management and AI capabilities, but the company has a mixed track record.  The need to understand the different motivations for an acquisition and what has driven the transactions.   Some examples of good Martech acquisitions, and what makes a good acquisition for both the team, financially, and the clients.   Some things to look out for if you are on either side of the acquisition, working for the acquirer or the company being acquired Customers must be aware of and delve into the details of the plans, and engage with other people in the ecosystem.   The importance of a great story that ties together the acquisition, positioning it internally and in the market. 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 Salesforce acquires Informatica for $8 billion | 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

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 fancy cocktail with a fancy name, Ian and Robert discuss the importance of being distinct yet remaining relevant, the challenges of standing out in a crowded market, and the concept of 'uncommon value' as a competitive advantage. The critical concept of being distinct. Avoiding confusion about your place in the category. The impact of AI and the importance of brand recall. Creating “uncommon value” to differentiate. How this idea impacts your storytelling.  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 - Old Differentiation Rules Are Broken—Now What? Robert's newsletter - Lens on Substack 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 a new role for the CMO, being the voice of the market, not just of marketing. In this episode, they discuss: CMOs should shift from being just marketers to market analysts. Understanding internal stakeholders' needs Build credibility by creating relevant internal content  Leveraging external networks enhances the CMO's credibility. How this all helps the CMO to be a strategic partner 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: Ian's articles on CMSWire 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 Pope - Prince  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, 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