Podcasts about rockstar cmo

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

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

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, 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, the risk of having a “just in time” podcast, as family, fate, and Comcast conspired, meant it's a short episode due to postponed interviews with Jeff and Cathy.  So this week, we go straight to the bar as ian joins Robert Rose, the Chief Troublemaker at The Content Advisory, in the Rockstar CMO virtual bar. As he recovers from the event with a cocktail, he shares some of the highlights of last week's Content Marketing World and the theme of his keynote this year.  Enjoy! Unleashing the Full Potential of Generative AI — The Links The people  Ian Truscott Robert Rose Mentioned in this week's episode: Content Marketing World 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 Listen on Apple, Amazon, Spotify, or wherever you get your podcasts. 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 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

This week, for her now regular monthly slot, Cathy McKnight pops into the studio to discuss some new research from the Content Marketing Institute about marketing jobs and her experience at MAICON (Marketing AI Conference) and Salesforce's Dreamforce. The key points they discuss: AI is becoming integral to every marketing job. The job market for marketing professionals is increasingly competitive. Remote work preferences are reshaping workplace dynamics. AI literacy is essential for modern marketers. Understanding current processes is crucial for AI implementation. Diversity in conference attendees reflects the broad interest in AI. AI tools should be considered part of a broader strategy, not a standalone discipline. Engagement and community building are key to successful events.   Ian then joins Robert Rose, the Chief Troublemaker at The Content Advisory, in the Rockstar CMO virtual bar and, over a cocktail, shares his view on why the obvious solution is not always the obvious solution.  Enjoy! ---- The people: Ian Truscott on LinkedIn  Cathy McKnight on LinkedIn Robert Rose on LinkedIn and Threads Mentioned in this week's episode: Research from the Content Marketing Institute - How Hard Is It To Find Content or Marketing Jobs (and How Much Should They Pay)?  The Marketing Artificial Intelligence Institute  Robert and Cathy's firm: The Content Advisory The Content Advisory webinars 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

In the Marketing Studio this week, Jeff Clark interviews Ian Truscott about a chapter he's written for a book called Collecting Jellybeans, published this week. Ian's chapter is called “Shiny Things and Smart Strategies: B2B Marketing in the Tech Age”.  They discuss how marketing leaders can make the right technology decisions, asking why, getting off the hamster wheel, implementing a strategy, ART (Awareness, Revenue, Trust), marketing magpies, staying current with technology, and YAGNI (You Ain't Gonna Need It).    Ian then joins Robert Rose, the Chief Troublemaker at The Content Advisory, in the Rockstar CMO virtual bar and, over a cocktail, shares a quick take on some recent research from The Content Marketing Institute about AI and its impact on marketing jobs.  Enjoy! — The people: Ian Truscott on LinkedIn  Jeff Clark on LinkedIn Robert Rose on LinkedIn and Threads Mentioned in this week's episode: Collecting Jellybeans - book on Amazon Robert's firm: The Content Advisory Robert's podcast – This Old Marketing Robert's Article - Don't Let AI Headlines Steer Your Marketing Career the Wrong Way 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 All That Glitters by Earl on Youtube Listen on Apple, Amazon, Spotify, or wherever you get your podcasts. Learn more about your ad choices. Visit megaphone.fm/adchoices

In the Marketing Studio this week, Jeff Clark and Ian Truscott explore five sales strategy changes that can impact your marketing plans. The five they discuss are: New Markets Reaction to market changes Direct and channel sales M&A New Category  Ian then joins Robert Rose, the Chief Troublemaker at The Content Advisory, in the Rockstar CMO virtual bar to share a fabulous cocktail and a thought about stories and storytellers.  Enjoy! — The people: Ian Truscott on LinkedIn  Jeff Clark on LinkedIn Robert Rose on LinkedIn and Threads Mentioned in this week's episode: Collecting Jellybeans - book on Amazon Robert's firm: The Content Advisory Robert's podcast – This Old Marketing Robert's Article - Gating Content: Where Do You Stand in the Great Debate? 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 Uptown Funk by Mark Ronson/Bruno Mars on Youtube Listen on Apple, Amazon, Spotify, or wherever you get your podcasts. Learn more about your ad choices. Visit megaphone.fm/adchoices

In the Marketing Studio this week, Jeff Clark and Ian Truscott jump down a rabbit hole that opened up in episode 228 when they discussed the implications for marketers when using the STARS model from Michael D Watkins' classic business book “The First 90 Days” to evaluate your company. STARS stands for Startups, Turnarounds, Accelerated Growth, Realignment, and Sustained Success, and when discussing “Realignment” - Ian and Jeff recognized this could be many things, so this week, they dive into five activities that could be happening to companies going through realignment: Acquisition Being acquired Change in product offering Change in sales strategy Rebrand and market change Ian then joins Robert Rose, the Chief Troublemaker at The Content Advisory, in the Rockstar CMO virtual bar to discuss gating content, which remains a hot topic, especially given the changes influencing digital marketing today. Learn more about your ad choices. Visit megaphone.fm/adchoices

In the Marketing Studio this week, Jeff Clark and Ian Truscott follow their 5 f'in' steps for building an Ideal Customer Profile, using an example of a clean-tech consulting business. They run through the following steps: Understand the target Industry, category, or sector Define the firmographics - things like company size and revenue Research the business goals and needs Discover how they solve the problem today Learn how they will buy our product or service Ian then joins Robert Rose, the Chief Troublemaker at The Content Advisory, in the Rockstar CMO virtual bar to discuss signal and noise, and an astonishing story of a company that is really cranking the handle on AI-generated content.    Enjoy! — The people: Ian Truscott on LinkedIn  Jeff Clark on LinkedIn Robert Rose on LinkedIn and Threads Mentioned in this week's episode: Tune in to your ICP - by Jeff Clark How to Rise Above Content Noise by Robert Rose Robert'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 Be the One by Dua Lipa on Spotify Listen on Apple, Amazon, Spotify, or wherever you get your podcasts. Learn more about your ad choices. Visit megaphone.fm/adchoices

This week Cathy McKnight, the Chief Troublemaker at The Content Advisory, returns for her monthly visit to the Rockstar CMO studio to discuss 5 F'in' content things.The topics they discussed: Marketing technology - and Cathy's most recent blog post  Breaking up with your website, the relevance of our corporate websites and how that changes our content strategy across channels. The pros and cons of fractional expertise and the changes in the jobs market Content Marketing measurement Budget for content and a Forrester report that is bullish about creative spend Ian then joins Robert Rose, the Chief Troublemaker at The Content Advisory, in the Rockstar CMO virtual bar to discuss what  Enjoy! — The people: Ian Truscott on LinkedIn  Cathy McKnight on LinkedIn Robert Rose on LinkedIn and Threads Mentioned in this week's episode: Its Sink or Swim in the Deep End of the Tech Enablement State of Marketing research from Salesforce The community article on LinkedIn about content marketing measurement Forrester blog post - B2B Marketers Prioritize Digital Brand And Communications Budget Investment Robert & Cathy's firm: The Content Advisory Cathy's podcast: Uncharted Journeys Storyblok's Stories on the Road event 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

In the Marketing Studio this week, Jeff Clark and Ian Truscott dust down their Five F'in Fundamentals of Good Budget Planning and discuss some fresh research(shared on LinkedIn) from Mike Raimondi of B2B Market Calc.  They discuss: // Benchmark Your Budget vs. Peers // Separate program expenses into Campaigns vs. Shared Services // Find your path to ROI (past and future) // Determine if you have the right budget allocation mode // Identify the best opportunities to experiment, even though the budget is tight. Ian then joins Robert Rose, the Chief Troublemaker at The Content Advisory, in the Rockstar CMO virtual bar to discuss renting success over a cocktail. Enjoy! — The people: // Ian Truscott on LinkedIn  // Jeff Clark on LinkedIn // Robert Rose on LinkedIn and Threads Mentioned in this week's episode: // LinkedIn Post about marketing by budgets by Mike Raimondi  // B2B CMOs Don't Expect 2025 Growth To Come From Budget Increases on the Forrester Blog // Take the Stairs - Book by Rory Vaden // Can You Rent Success by Publishing Beyond the Website? - Robert's article on the CMI blog // Robert'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 // Money by Pink Floyd on Spotify Listen on Apple, Amazon, Spotify, or wherever you get your podcasts. Learn more about your ad choices. Visit megaphone.fm/adchoices

In the Marketing Studio this week, Jeff Clark and Ian Truscott continue to discuss the STARS model, from Michael D Watkins' classic business book “The First 90 Days” and consider how it fits with their 5 F'in' Marketing Fundamentals.  Ian then joins Robert Rose, Fractional Marketing Leader and Chief Troublemaker at The Content Advisory, in the Rockstar CMO virtual bar for a cocktail and marketing thought about creating content beyond your website, in this era of social media algorithm changes and zero-click. Enjoy! — The people: // Ian Truscott on LinkedIn  // Jeff Clark on LinkedIn // Robert Rose on LinkedIn and Threads Mentioned in this week's episode: // Picking the Right Transition Strategy by Michael D Watkins on HBR // The First 90 Days by Michael D Watkins // Zero Click Research by SparkToro // The New Facts About Your Owned Media Strategy by Robert on the CMI Blog  // Robert'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 // Star Man by David Bowie on Spotify Listen on Apple, Amazon, Spotify or wherever you get your podcast. Learn more about your ad choices. Visit megaphone.fm/adchoices

Jeff Clark is back in the Marketing Studio this week, and he and Ian Truscott discuss a model for figuring out your business's needs that they've lifted from Michael D Watkins' classic business book The First 90 Days—STARS:  // Startups // Turnarounds // Accelerated Growth // Realignment // Sustained Success And discuss the challenges and opportunities for marketers working in each of these kinds of companies.  Ian then joins Robert Rose, Fractional Marketing Leader and Chief Troublemaker at The Content Advisory, in the Rockstar CMO virtual bar for a cocktail and marketing thought about balancing generalist and specialist skills in your career and team.  Enjoy! — The people: // Ian Truscott on LinkedIn  // Jeff Clark on LinkedIn // Robert Rose on LinkedIn and Threads Mentioned in this week's episode: // Picking the Right Transition Strategy by Michael D Watkins on HBR // The First 90 Days by Michael D Watkins // How To Balance Marketing Specialists and Generalists by Robert on the CMI Blog  // Robert'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 // Lucky Star by Madonna on YouTube Listen on Apple, Amazon, Spotify or wherever you get your podcast. Learn more about your ad choices. Visit megaphone.fm/adchoices

This week with Jeff Clark away, we continue to try different things as our host Ian Truscott reads from a book chapter he's written called “Shiny Things and Smart Strategies: B2B Marketing in the Tech Age” and would like some feedback on the topic. Ian then joins Robert Rose, Fractional Marketing Leader, and Chief Troublemaker at The Content Advisory, in the Rockstar CMO virtual bar for a cocktail and marketing thought about refreshing our content, especially given the changes in how our audience consumes it.  Enjoy! — The people: // Ian Truscott on LinkedIn  // Robert Rose on LinkedIn and Threads Mentioned in this week's episode: // Bring Data To The Other 80% Of Business Intelligence Users on the Forrester Blog // The First 90 Days by Michael D Watkins // The 4 C's by Dan Sullivan // Robert'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 podcast. Learn more about your ad choices. Visit megaphone.fm/adchoices

This week, we kick off a new regular segment, “Cathy on Content” with The Content Advisory's Chief Problem Solver and Lead Analyst, Cathy McKnight. In this monthly segment, Ian and Cathy will be discussing what's caught their eye in the news, a relevant topic, and what's coming up. This week, Ian and Cathy discuss Cathy's recent trip to London for Henry Stewart's DAM Europe event, the term “Universal Content Management,” whether this is relevant to buyers and the topic of the month is empowering business users, and they close discussing the TCA's upcoming webinar, Breaking up with your Website: Content Modeling for AMAZING Customer Experiences.  Ian then joins Cathy's colleague Robert Rose, Fractional Marketing Leader and Chief Troublemaker at The Content Advisory, in the Rockstar CMO virtual bar for a cocktail and a marketing thought about SEO and zero-click search.  Enjoy! — The people: // Ian Truscott on LinkedIn and Threads // Cathy McKnight on LinkedIn // Robert Rose on LinkedIn and Threads Mentioned in this week's episode: // Henry Stewart DAM Europe 2024 event in London // LinkedIn Post by Preston So on Universal Content Management // Bring Data To The Other 80% Of Business Intelligence Users by Boris Evelson, VP, Principal Analyst, Forrester // Cathy's take on business user enablement: Its Sink or Swim in the Deep End of the Tech Enablement Pool // Ian's Tuesday 2¢ - Empower to the Business Users // Ian's CMSWire article - Time to Declutter CMS // The next TCA webinar - Breaking up with your Website: Content Modeling for AMAZING Customer Experiences  // Spark Toro's analysis of the Google Leak // Robert's Newsletter that discusses zero-click search // Robert and Cathy's firm: The Content Advisory // Cathy's podcast: Uncharted Journeys // 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 podcast. Learn more about your ad choices. Visit megaphone.fm/adchoices

This week, Jeff Clark, our resident strategy advisor and former Forrester Research Director turns the table on our host Ian Truscott to interview him about an upcoming chapter he's writing for a collective book called “Collecting Jelly Beans; timeless wisdom to grow your organization”.  The topic for Ian's contribution to the book is a guide on how marketing leaders maintain strategy despite technology changes and both Ian and Jeff share their take from the potential distractions, to developing a strategy and what to focus on. Ian then joins Robert Rose, Fractional Marketing Leader and Chief Troublemaker at The Content Advisory, in the Rockstar CMO virtual bar for a discussion on some new research from the Content Marketing Institute on marketing to marketers over his Dad's favorite cocktail.  Enjoy! — The people: // Ian Truscott on LinkedIn and Threads // Jeff Clark on LinkedIn // Robert Rose on LinkedIn and Threads Mentioned in this week's episode: // Ian's article: Marketing YAGNI // Ian's Tuesday 2¢ Newsletter (on LinkedIn) // Robert's firm: The Content Advisory // Robert's podcast – This Old Marketing // Robert's take on the latest CMI Research on Marketing to Marketers  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 // Fools Gold by Stone Roses - on YouTube Listen on Apple, Amazon, Spotify or wherever you get your podcast Learn more about your ad choices. Visit megaphone.fm/adchoices

This week, our host, Ian Truscott, revisits the first time Jeff Clark, our resident strategy advisor and former Forrester Research Director, appeared on the show in episode 40, back in December 2020. They run through the five points Jeff made in that discussion, and asks him if things have changed in the intervening years.  Plus, Ian asks if Jeff still wants to chuck constant re-branding into the Swimming Pool, our portal to hell for all the snake oil, bullshit and overhyped trends that plague this craft we love.     Then Ian joins Robert Rose, Fractional Marketing Leader and Chief Troublemaker at The Content Advisory, in the Rockstar CMO virtual bar. Ever considered a cocktail with Borboun and Red Wine? Well, let Robert educate you before he shares his weekly thoughts on marketing strategy.  Enjoy! — The people: // Ian Truscott on LinkedIn and Threads // Robert Rose on LinkedIn and Threads // Jeff Clark on LinkedIn Mentioned in this week's episode: // Jeff's first appearance on episode 40 // Ian's Frontline Marketing article on CMSWire // Robert's firm: The Content Advisory // Robert's podcast - This Old Marketing // Robert's Rose Colored Glasses column for the Content Marketing Institute Rockstar CMO: // Monday Mojo - our weekly 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 // Rockstar by Dolly Parton - on Spotify Listen on Apple, Amazon, Spotify or wherever you get your podcast Learn more about your ad choices. Visit megaphone.fm/adchoices

This week, Jeff Clark, our resident strategy advisor and former Forrester Research Director and our host Ian Truscott continue discussing marketing metrics, sharing 5 steps (plus a bonus step) for overcoming the five challenges for marketing metrics that they discussed last week.  Ian then joins Robert Rose, Chief Troublemaker at The Content Advisory, in the Rockstar CMO virtual bar, where he shares a splendid cocktail recipe and some timely advice on marketing during Pride Month. Enjoy! — The people: // Ian Truscott on LinkedIn and Threads // Robert Rose on LinkedIn and Threads // Jeff Clark on LinkedIn Mentioned in this week's episode: // Grant Johnson's - Marketing Performance Index  // Jeff's ROI Rabbit Hole article // Robert's firm: The Content Advisory // Robert's podcast - This Old Marketing // How to Balance Controversial Content for Marketing // Coverage of a quieter Pride Month on the Content Marketing Institute blog Rockstar CMO: // Monday Mojo - our weekly 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 // Counting Stars by One Republic 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, our resident strategy advisor and former Forrester Research Director is back from his travels and joins our host Ian Truscott in the marketing studio. They discuss a topic Ian touched on a couple of episodes ago, Forrester's concept of Frontline Marketing. Is it a one hit wonder? Although Ian got one co-host back, he lost another as, at the last minute, his usual companion in the Rockstar CMO virtual bar, Robert Rose, Chief Troublemaker at The Content Advisory, couldn't make it. So, he's alone in the bar with some gin, and he shares his approach to storytelling.  Enjoy! — The people: // Ian Truscott on LinkedIn and Threads // Jeff Clark on LinkedIn Mentioned in this week's episode: // Forrester's post - Frontline Marketing the Evolution of B2B Growth Teams // Andy Raskin's - The Greatest Sales Deck I've Ever Seen Rockstar CMO: // Monday Mojo - our weekly 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 // New Radicals - You Get What You Give - 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 starts a month-long break from the show, and so our “not a rockstar” host Ian Truscott, catches up with regular guest, Chief Problem Solver and Lead Analyst, from the Content Advisory Cathy McKnight, for her 10th appearance on the show.  Ian and Cathy chat about the importance of content operations in the face of all the immediate demands on marketing, some takeaways from a recent webinar she hosted with Liana Cardenes Cave, Hilton's Senior Director, Content Orchestration and what she's learned from interviewing influential and successful women on her podcast The Uncharted Journey. Ian then retires to the Rockstar CMO virtual bar to join Cathy's colleague Robert Rose, Chief Troublemaker at The Content Advisory, who, over a cocktail he's recommending for breakfast, shares some interesting, informal research he's done with his clients and community on the different use cases marketers are using AI for. And, it seems we are creating work with the robots, not reducing it.  Enjoy! — The people: // Ian Truscott on LinkedIn and Threads // Cathy McKnight on LinkedIn // Robert Rose on LinkedIn and Threads Mentioned in this week's episode: // Controlling Content Chaos with Content Orchestration – TCA Webinar // Cathy's podcast: Uncharted Journeys  // Robert & Cathy's firm: The Content Advisory // Robert's “Rose Colored Glasses” column for CMI. Rockstar CMO: // Monday Mojo - our weekly 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 // Don't You (Forget About Me) - Simple Minds on Spotify Listen on Apple, Amazon, Spotify or wherever you get your podcasts Learn more about your ad choices. Visit megaphone.fm/adchoices

This week in the marketing studio, Jeff Clark, our resident strategy advisor, and our host Ian Truscott chat about some recent articles on and research into the apparent death of the CMO and, if the CMO is not dying, then the much-discussed shorter tenure of marketing leaders compared to their peers.  Ian then winds down the week with Robert Rose, Chief Troublemaker at The Content Advisory, in the Rockstar CMO virtual bar, who, over a fabulous cocktail, shares a thought about content operations and how we should take a leaf out of Hollywood's book and hire a director.   Enjoy! — The people: // Ian Truscott on LinkedIn and Threads // Jeff Clark on LinkedIn // Robert Rose on LinkedIn and Threads Mentioned in this week's episode: // Fortune 500 companies are eliminating chief marketing officer roles as the position loses C-suite clout // Are we witnessing the end of the CMO? No, and stop asking // CMOs Regaining The Faith Of Their Bosses, Survey Shows // Boathouse CEO Study on Marketing and the CMO // Evaluating a CMO Opportunity - Grant Johnson // This Old Marketing on YouTube // Robert's firm: The Content Advisory // Robert's “Rose Colored Glasses” column for CMI. Rockstar CMO: // Monday Mojo - our weekly 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 // Arctic Monkeys - Do You Wanna Know 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 in the Rockstar CMO Marketing studio, Jeff Clark, our resident strategy advisor and our host Ian Truscott chat about analysts and influencers in B2B. They discuss whether the old Forrester and Gartner models are still relevant, how to work with analysts, and the rise of the influence of smaller firms and influential individuals, publications, blogs, and podcasts (like ours!). Ian then winds down the week with Robert Rose, Chief Troublemaker at The Content Advisory, in the Rockstar CMO virtual bar, who, over a spicy cocktail, shares some thoughts about Adtech, data and specifically the general industry malaise about the coming changes to third-party cookies. Learn more about your ad choices. Visit megaphone.fm/adchoices

This week Jeff Clark, our resident strategy advisor invites our host Ian Truscott in the Rockstar CMO Marketing studio for a chat about applying our 5 F'in' Fundamentals to the process of publishing a business book.  In a change to our usual format, Jeff turns the tables and interviews Ian, who shares a bit of what he's learned from a book proposal writing course and subsequent writers boot camp facilitated by Alison Jones, his journey so far in writing a marketing book, his motivation, what he's learned about the proposal process and the progress so far. Ian then winds down the week with Robert Rose, Chief Troublemaker at The Content Advisory, in the Rockstar CMO virtual bar, who, over a high octane cocktail, suggests how best to make our content marketing budget last the whole year.  Enjoy! — The people: // Ian Truscott on LinkedIn and Threads // Jeff Clark on LinkedIn // Robert Rose on LinkedIn and Threads Mentioned in this week's episode: // Publisher, podcaster, speaker and book coach: Alison Jones  // Practical Inspiration Publishing  // Josh Bernoff on The Marketing Book Podcast // Robert's firm: The Content Advisory // Robert's “Rose Colored Glasses” column for CMI. Rockstar CMO: // Monday Mojo - our weekly 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 // Everyday I Write the Book by Elvis Costello 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's episode, hosted by 3xCMO and not a rockstar, Ian Truscott, in the Rockstar CMO Marketing Studio, Jeff Clark, former Forrester Research Director, shares 5 hard knocks he's learned from his experiences of seeing marketing technology implementations gone bad.  Ian then winds down the week with Robert Rose, Chief Troublemaker at The Content Advisory, in the Rockstar CMO virtual bar, who, over a classic cocktail, discusses doing more with less and whether this is a myth with AI.  Enjoy! — The people: // Ian Truscott on LinkedIn and Threads // Jeff Clark on LinkedIn // Robert Rose on LinkedIn and Threads Mentioned in this week's episode: // Jeff's blog post - Marketing Ops: Is Your Machine in Tune? // Latest MQL research from Forrester  // Robert's firm: The Content Advisory // Robert's shiny new personal website // Robert's “Rose Colored Glasses” column for CMI. Rockstar CMO: // Monday Mojo - our weekly 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 // Hard Knock Life by Jay-Z on Spotify Listen on Apple, Amazon, Spotify or wherever you get your podcasts Learn more about your ad choices. Visit megaphone.fm/adchoices

In this week's visit to the Marketing Studio with Jeff Clark, former Forrester Research Director, he shares his five steps for assessing your marketing operational capabilities, a process he has shared in our Street Knowledge blog.  Ian then winds down the week with Robert Rose, Chief Troublemaker at The Content Advisory, in the Rockstar CMO virtual bar, who, over a classic cocktail, discusses classic content, evergreen content and whether AI has a place in helping us create that.  Enjoy! — The people: // Ian Truscott on LinkedIn and Threads // Jeff Clark on LinkedIn // Robert Rose on LinkedIn and Threads Mentioned in this week's episode: // Jeff's blog post - Marketing Ops: Is Your Machine in Tune? // Latest MQL research from Forrester  // Robert's firm: The Content Advisory // Robert's shiny new personal website // Robert's “Rose Colored Glasses” column for CMI. Rockstar CMO: // Monday Mojo - our weekly 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 // Man Machine by Robbie Williams on Spotify Listen on Apple, Amazon, Spotify or wherever you get your podcasts Learn more about your ad choices. Visit megaphone.fm/adchoices

In this week's episode, the topic for the Marketing Studio with Jeff Clark, former Forrester Research Director is the concept of the Demand Unit Waterfall created by his old chums at Forrester. Our host Ian Truscott asks if this is still relevant and Jeff shares six things for B2B marketers to consider from this model.   Ian then winds down the week with Robert Rose, Chief Troublemaker at The Content Advisory, in the Rockstar CMO virtual bar who over a cocktail gets Ian sued by Columbia records and asks do you want awareness or trust? Enjoy! — The people: // Ian Truscott on LinkedIn and Threads // Jeff Clark on LinkedIn // Robert Rose on LinkedIn and Threads Mentioned in this week's episode: // Forrester's Demand Unit Waterfall  // Robert's firm: The Content Advisory // Robert's podcast with Joe Pulizzi: This Old Marketing  // Robert's “Rose Colored Glasses” column for CMI. Rockstar CMO: // 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 // Waterfall by The Stone Roses on Spotify // Texas Hold ‘Em by Beyonce on Spotify Listen on Apple, Amazon, Spotify or wherever you get your podcasts Learn more about your ad choices. Visit megaphone.fm/adchoices

In this week's episode, our host Ian Truscott picks the brains of our resident Rockstar CMO strategic advisor and former Research Director at SiriusDecisions/Forrester Jeff Clark to learn more about Revenue Operations, how it's different from Marketing Operations and how it impacts the marketing function and marketing leaders.  Ian then winds down the week with Robert Rose, Chief Troublemaker at The Content Advisory, in the Rockstar CMO virtual bar who over a cocktail shares a thought about the storytelling  Enjoy! — The people: // Ian Truscott on LinkedIn and Threads // Jeff Clark on LinkedIn // Robert Rose on LinkedIn and Threads Mentioned in this week's episode: // Simon Daniel's post - RevOps Past, Present, Future  // Robert's firm: The Content Advisory // Robert's podcast with Joe Pulizzi: This Old Marketing  // Robert's “Rose Colored Glasses” column for CMI. Rockstar CMO: // 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 // Machine by Imagine Dragons on YouTube Listen on Apple, Amazon, Spotify or wherever you get your podcasts Learn more about your ad choices. Visit megaphone.fm/adchoices

In this week's episode, Ian Truscott and our resident Rockstar CMO strategic advisor and former Research Director at SiriusDecisions/Forrester Jeff Clark discuss some data about the “B2B Marketing Lag” published by Dreamdata. The stats that Dreamdata shared that caught our eye: // Only 37% of revenue is impacted within a quarter. // It takes 6 months for 50% of revenue to be impacted. // 25% of the revenue impacted by marketing touches will not be generated within a year // B2B customer journeys are 192 days long on average And, spoiler alert! As the blog post shares: “the marketing strategy you're executing in Q1 will hardly influence revenue in Q1. Most of it won't even influence revenue in Q2. Some of it won't even influence revenue this year”. Ian then winds down the week with Robert Rose, Chief Troublemaker at The Content Advisory, in the Rockstar CMO virtual bar who over a cocktail shares a thought about the strategic application of AI to your content marketing.  Enjoy! — The people: // Ian Truscott on LinkedIn and Threads // Jeff Clark on LinkedIn // Robert Rose on LinkedIn and Threads Mentioned in this week's episode: // Dreamdata blog post: New data: Testing the B2B Marketing time lag // Interview in episode 103 with Steffen Hedebrandt, the Co-Founder and CMO of Dreamdata // Robert's firm: The Content Advisory // Robert's podcast with Joe Pulizzi: This Old Marketing  // Robert's “Rose Colored Glasses” column for CMI. Rockstar CMO: // 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 // Clocks by Coldplay - on YouTube Listen on Apple, Amazon, Spotify or wherever you get your podcasts Learn more about your ad choices. Visit megaphone.fm/adchoices

In this week's episode, Ian Truscott grabs a free consulting session with our resident Rockstar CMO strategic advisor and former Research Director at SiriusDecisions/Forrester Jeff Clark, to discuss educational content marketing.  Inspired by an interview on the Pro Serv podcast by Collective 54, Jeff shares the experience of Andrea Fryrear at Agile Sherpas and what she described as “content-driven inbound marketing” and where educational content sits in this model. Jeff and Ian then apply the 5 F'in' Marketing Fundamentals to this strategy and discuss each step to education content marketing; the Masterplan, Knowledge, Story, Campaign and Machine.  Ian then winds down the week with Robert Rose, Chief Troublemaker at The Content Advisory, in the Rockstar CMO virtual bar who, over a Superbowl cocktail, shares his advice on freeing up your marketing team to get more creative.  Enjoy! — The people: // Ian Truscott on LinkedIn and Threads // Jeff Clark on LinkedIn // Robert Rose on LinkedIn and Threads Mentioned in this week's episode: // Ian's post on educational content marketing: Stop Me If You've Heard This One Before // Interview with Andrea Fryrear on the Pro Serv by Collective 54 podcast  // SparkToro product for understanding relevant education topics // Robert's firm: The Content Advisory // The Content Advisory Get Ready to Get Ready for AI Webinar // Robert's podcast with Joe Pulizzi: This Old Marketing  // Robert's “Rose Colored Glasses” column for CMI. Rockstar CMO: // 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 // School of Rock, by the cast of The School of Rock - on YouTube Listen on Apple, Amazon, Spotify or wherever you get your podcasts Learn more about your ad choices. Visit megaphone.fm/adchoices

In this week's episode, in the Marketing Studio Jeff Clark, our resident Rockstar CMO strategic advisor and former Research Director at SiriusDecisions/Forrester and our host Ian Truscott discuss Metia Group's B2B Marketing Trends Report. They pick their favorites from the 8 trends in the report that CMO's should consider in 2024. They discuss behaviorial science and AI, sustainability, influencer marketing, and partner marketing and influencers. Ian then winds down the week with Robert Rose, Chief Trouble Maker at The Content Advisory, in the Rockstar CMO virtual bar to discuss making flaws a marketing virtue.  Enjoy! — The people: // Ian Truscott on LinkedIn and Threads // Jeff Clark on LinkedIn // Misia Tramp from Metia on LinkedIn // Liz High from Metia on LinkedIn // Robert Rose on LinkedIn and Threads Mentioned in this week's episode: // International agency Metia Group // Metia Group's B2B Marketing Trends Report // Robert's firm: The Content Advisory // Robert's book website: Content Marketing Strategy // Robert's “Rose Colored Glasses” column for CMI. Rockstar CMO: // 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 // Fashion by David Bowie - on YouTube Listen on Apple, Amazon, Spotify or wherever you get your podcasts Learn more about your ad choices. Visit megaphone.fm/adchoices

In this week's episode, in the Marketing Studio Jeff Clark, our resident Rockstar CMO strategic advisor and former Research Director at SiriusDecisions/Forrester and our host Ian Truscott, discuss the ungated 2023 B2B Buyer Experience Report from 6Sense, guided by former guest Kerry Cunningham.  The report is based on a survey of 900 B2B buyers, revealing some great insight into the B2B buying process, how late in the buying process buyers are before they contact suppliers, how they've defined their requirements and the shortlist. Ian and Jeff dig into the numbers and discuss what this means for B2B marketers.  Then Ian joins Robert Rose, Chief Trouble Maker at The Content Advisory, in the Rockstar CMO virtual bar, and over a fancy cocktail this week, they discuss managing your owned media. Enjoy! — The people: // Ian Truscott on LinkedIn and Threads // Jeff Clark on LinkedIn // Robert Rose on LinkedIn and Threads Mentioned in this week's episode: // 2023 B2B Buyer Experience Report from 6Sense // The B2B Institute, Ehrenberg-Bass LinkedIn Survey - Advertising Effectiveness and the 95-5 rule: Most B2B buyers are not in the market right now // Robert's firm: The Content Advisory // Robert's book website: Content Marketing Strategy // Robert's “Rose Colored Glasses” column for CMI. Rockstar CMO: // 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 // It's oh so quiet by Bjork - on YouTube Listen on Apple, Amazon, Spotify or wherever you get your podcasts Learn more about your ad choices. Visit megaphone.fm/adchoices

In this week's episode, in the Marketing Studio, Jeff Clark, our resident Rockstar CMO strategic advisor and former Research Director at SiriusDecisions/Forrester and our host Ian Truscott discuss the Official Rockstar CMO Rider, inspired by Van Halen and brown M&M's, it's a list those things that a marketing leader should look for in their new gig, they discuss: #1 The CMO has a seat at the top table #2 Great people #3 Marketing is a core part of the business #4 You are free to play your setlist #5 Brand is valued  #6 People love the product  #7 Good company culture What would you add to this list? Then, Ian joins Robert Rose, Chief Trouble Maker at The Content Advisory, in the Rockstar CMO virtual bar to discuss the marketing talent crunch. The changing way marketing teams work with external agencies, advisors and freelancers, and how it's important to bring in external help when you need time to focus on innovation. Enjoy! — The people: // Ian Truscott on LinkedIn and Threads // Jeff Clark on LinkedIn // Robert Rose on LinkedIn and Threads Mentioned in this week's episode: // The original Official Rockstar CMO Rider // Grant Johnson's article “Evaluating a CMO Opportunity” // David Lee Roth explains the brown M&M's in this YouTube video // Robert's firm: The Content Advisory // Robert's book website: Content Marketing Strategy // Robert's “Rose Colored Glasses” column for CMI. Rockstar CMO: // 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 // Pappa's Got  a Brand New Bag by James Brown - on YouTube Listen on Apple, Amazon, Spotify or wherever you get your podcasts Learn more about your ad choices. Visit megaphone.fm/adchoices

In this week's episode, in the Marketing Studio Jeff Clark, our resident Rockstar CMO strategic advisor and former Research Director at SiriusDecisions/Forrester and our host Ian Truscott dip into a classic management book and discuss how the 5 Dysfunctions of a Team by Patrick Lencioni can be applied to marketing teams and the 5 marketing fundamentals they discussed last week  Then, Ian winds down the week and joins Robert Rose, Chief Trouble Maker at The Content Advisory, in the Rockstar CMO virtual bar to discuss blame and lettuce over a cocktail. Enjoy! — The people: // Ian Truscott on LinkedIn and Threads // Jeff Clark on LinkedIn // Robert Rose on LinkedIn and Threads Mentioned in this week's episode: // 5 Dysfunctions of a Team by Patrick Lencioni  // Robert's firm: The Content Advisory // Robert's book website: Content Marketing Strategy // Robert's “Rose Colored Glasses” column for CMI. Rockstar CMO: // 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 // Dysfunctional by Kaytranada and VanJess - on YouTube Listen on Apple, Amazon, Spotify or wherever you get your podcasts. Learn more about your ad choices. Visit megaphone.fm/adchoices

In this week's episode, the Marketing Studio Jeff Clark, our resident Rockstar CMO strategic advisor and former Research Director at SiriusDecisions/Forrester, and our host Ian Truscott kick off the year with a discussion about their 5 F'in' Marketing Fundamentals. Ian then joins Robert Rose, Chief Trouble Maker at The Content Advisory, in the Rockstar CMO virtual bar, and over a splendid cocktail suggestion, Robert shares his word for 2024. Enjoy! — The people: // Ian Truscott on LinkedIn and Threads // Jeff Clark on LinkedIn // Robert Rose on LinkedIn and Threads Mentioned in this week's episode: // The 5 F'in' Marketing Fundamentals Long Play (eBook) // Robert's firm: The Content Advisory // Robert's book website: Content Marketing Strategy // Robert's “Rose Colored Glasses” column for CMI. Rockstar CMO: // Rockstar CMO on the web, Twitter, and LinkedIn // Previous episodes and all 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 Creator Has the Masterplan by Brooklyn Funk Essentials – 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, our host, Ian Truscott, celebrates the year with a compilation of clips from some of the 35 guests he's gone backstage this year with some choice takes on the topics they've covered. Including podcasting, influencer marketing, technology, focus, storytelling, motivation, working with startups and some suggestions for our portal to marketing hell, our Rockstar CMO Swimming Pool.   And what better way to end 2023 than with Robert Rose the Chief Trouble Maker at The Content Advisory, in the Rockstar CMO virtual bar, who, over a cocktail, has some sage advice for dealing with the uncertainty of this time of year.  Happy New Year!! — The links: The compilation clips: // Seth Goldstein - Episode 148 // Jason Falls - Episode 147 // Rachel Miller - Episode 163 // Brandi Johson - Episode 155 // Caroline Kay - Episode 156 // Cathy McKnight - Episode 173 // Theresa Regli - Episode 158 // Adeola Sole - Episode 162 // Brittany Murphy - Episode 160 // Matthew Woodget - Episode 184 // Jill Jago - Episode 170 // David Allison - Episode 164 // Matt Bailey - Episode 165  // Riaz Kanani - Episode 166 // Todd Irwin - Episode 175 // Keith Smith - Episode 177 // Aaron Templer - Episode 149 The other people: // Ian Truscott on LinkedIn and Threads // Robert Rose on LinkedIn and Threads // Robert's firm: The Content Advisory Rockstar CMO: // Rockstar CMO on the web, Twitter, and LinkedIn // Previous episodes and all 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

As predictable as the supermarket holiday music starting too soon; its prediction season, and rather than come up with our own, in the Marketing Studio Jeff Clark, our resident Rockstar CMO strategic advisor and former Research Director at Forrester, and our host Ian Truscott have spun the dial on the interwebs and share their favorite predictions they've read over the last couple of weeks.  Ian then joins Robert Rose, Chief Trouble Maker at The Content Advisory, in the Rockstar CMO virtual bar for his predictions and his favorite drink to unwind over the holidays.   Happy holidays, and Merry Christmas from all of us. Enjoy! — The links: Jeff & Ian's favorite predictions: #1 - "GenAI will shatter every company and industry" from Ted Schadler, VP, Principal Analyst, Forrester Research on the Forrester Research blog.  #2 - Joe Pulizzi's prediction for print in B2B marketing Key Trends in Content Marketing 2024: 67 Predictions from the Content Market Institute  #3 - “Conversational marketing an AI-driven interactions will increase customer satisfaction” from The Forbes Communications Council #4 - “The traditional B2B demand gen playbook will continue to decline in effectiveness” - John Miller, founder of Marketo, former CMO Demandbase on the OpenView Venture Capital blog #5 - “Event data could be your holiday gift” - Simon Daniels & Conrad Mills, Research Analysts on the Forrester Research blog. #6 - “By 2027, 20% of brands will lean into positioning and differentiation predicated on the absence of AI in their business and products” - The Future of Marketing: 5 Trends and Predictions for 2024 and Beyond by Gartner. The people: // Ian Truscott on LinkedIn and Threads // Jeff Clark on LinkedIn // Robert Rose on LinkedIn and Threads Robert's links // Robert's firm: The Content Advisory // Robert's book website: Content Marketing Strategy // Robert's “Rose Colored Glasses” column for CMI. Rockstar CMO: // Rockstar CMO on the web, Twitter, and LinkedIn // Previous episodes and all 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 Year 3000 - Busted - on YouTube Listen on: Apple, Amazon, Spotify or wherever you get your podcasts Learn more about your ad choices. Visit megaphone.fm/adchoices

In this week's episode, the Marketing Studio Jeff Clark, our resident Rockstar CMO strategic advisor and former Research Director at SiriusDecisions/Forrester, and our host 3xCMO Ian Truscott discuss 5 questions that you should ask of your social media strategy based on some research from NPR.  Ian then joins Robert Rose, Chief Trouble Maker at The Content Advisory, in the Rockstar CMO virtual bar, and he shares a splendid cocktail for the holidays and shares his thoughts on customer relationships with the Irish proverb “In the shelter of each other, the people live”. Enjoy! — The people: // Ian Truscott on LinkedIn and Threads // Jeff Clark on LinkedIn // Robert Rose on LinkedIn and Threads Mentioned in this week's episode: // Can Social Media Change Public Opinion on NPR // Robert's firm: The Content Advisory // Robert's book website: Content Marketing Strategy // Robert's “Rose Colored Glasses” column for CMI. Rockstar CMO: // Rockstar CMO on the web, Twitter, and LinkedIn // Previous episodes and all 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 // Welcome to the Internet - Bo Burnham - on YouTube Listen on: Apple, Amazon, Spotify or wherever you get your podcasts Learn more about your ad choices. Visit megaphone.fm/adchoices

In this week's episode, in the Marketing Studio Jeff Clark, our resident Rockstar CMO strategic advisor and former Research Director at SiriusDecisions/Forrester, and our host Ian Truscott give B2B thought leadership the One-Hit Wonder, Stevie Wonder and Wonderwall treatment.  Ian then joins Robert Rose, Chief Trouble Maker at The Content Advisory, in the Rockstar CMO virtual bar and shares a cocktail to end the week and Robert wonders if it is time to stop doing something to spend time thinking about new strategies in the face of AI.  Enjoy! — The people: // Ian Truscott on LinkedIn and Threads // Jeff Clark on LinkedIn // Robert Rose on LinkedIn and Threads Mentioned in this week's episode: // Robert's firm: The Content Advisory // Robert's book website: Content Marketing Strategy // Robert's “Rose Colored Glasses” column for CMI. Rockstar CMO: // Rockstar CMO on the web, Twitter, and LinkedIn // Previous episodes and all 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 // Boogie On Reggae Woman by Stevie Wonder - on YouTube Listen on: Apple, Amazon, Spotify or wherever you get your podcasts Learn more about your ad choices. Visit megaphone.fm/adchoices

In this week's episode, the Marketing Studio Jeff Clark, our resident Rockstar CMO strategic advisor and former Research Director at SiriusDecisions/Forrester and our host Ian Truscott share tips on creating great case studies in a new format where they share their One-Hit Wonder, Stevie Wonder and Wonderwall.  In the Rockstar CMO virtual bar, Robert Rose, Chief Trouble Maker at The Content Advisory, shares a cocktail to end the week with Ian, and they discuss content and owned media and maybe a bit about the Dallas Cowboys. Enjoy! — The people: Ian Truscott on LinkedIn and Threads Jeff Clark on LinkedIn Robert Rose on LinkedIn and Threads Mentioned in this week's episode: Robert's firm: The Content Advisory Robert's book website: Content Marketing Strategy Robert's “Rose Colored Glasses” column for CMI. Rockstar CMO: Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all 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 Do I Do by Stevie Wonder - on YouTube Listen on: Apple, Amazon, Spotify or wherever you get your podcasts Learn more about your ad choices. Visit megaphone.fm/adchoices

In this week's episode, we get a double dose of The Content Advisory as Ian goes backstage with their Chief Problem Solver and Lead Analyst, Cathy McKnight, who returns to share some research their firm has done into A.I. “Getting Ready to Get Ready for AI”. And the A.I. conversation continues in the Rockstar CMO virtual bar as Robert Rose, Chief Trouble Maker at The Content Advisory, shares a cocktail to end the week and some advice that we can apply to any new trend - what happened, so what, now what? Enjoy! — The people: Ian Truscott on LinkedIn and Threads Cathy McKnight on LinkedIn Robert Rose on LinkedIn and Threads Mentioned in this week's episode: TCA's Research - Getting Ready to Get Ready for AI Cathy's podcast: Uncharted Journeys Robert & Cathy's firm: The Content Advisory Robert's book website: Content Marketing Strategy Robert's “Rose Colored Glasses” column for CMI. Rockstar CMO: Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all 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 What You Need by INXS - on YouTube Listen on: Apple, Amazon, Spotify or wherever you get your podcasts Learn more about your ad choices. Visit megaphone.fm/adchoices

In this week's episode, the Marketing Studio Jeff Clark, our resident Rockstar CMO strategic advisor and former Research Director at SiriusDecisions/Forrester turns the tables on our host Ian Truscott and asks for his tips on content marketing in a world of AI. In the Rockstar CMO virtual bar Robert Rose, Chief Trouble Maker at The Content Advisory, shares a cocktail to end the week and leveraging his Hollywood experience, shares his tips on working on and reading from a script. Enjoy! — The people: Ian Truscott on LinkedIn and Threads Jeff Clark on LinkedIn Robert Rose on LinkedIn and Threads As mentioned in this week's episode: Our experiment in AI-generated marketing content - Mamby Pamby Land The coverage of the AI-generated track - Heart on My Sleeve - on the Verge Robert's company: The Content Advisory Robert's book website: Content Marketing Strategy Robert's “Rose Colored Glasses” column for CMI. Rockstar CMO: Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all 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 Heart on My Sleeve by AI Drake Ft The Weeknd 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's episode explores 5 f'in' alternative B2B marketing metrics to MQL's with our host Ian Truscott and Jeff Clark, our resident Rockstar CMO strategic advisor and former Research Director at SiriusDecisions/Forrester. And the Rockstar CMO virtual bar Robert Rose, Chief Trouble Maker at The Content Advisory, shares a cocktail to end the week, and a thought about artificial intelligence - is speed, not AI technology, the real enemy? Enjoy! — The people: Ian Truscott on LinkedIn and Threads Jeff Clark on LinkedIn Robert Rose on LinkedIn and Threads As mentioned in this week's episode: Saying Goodbye to MQLs - on the Forrester Blog Robert's company: The Content Advisory Robert's book website: Content Marketing Strategy Robert's “Rose Colored Glasses” column for CMI. Rockstar CMO: Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all 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 Movin' on Up by Primal Scream on Spotify Listen on: Apple, Amazon, Spotify or wherever you get your podcasts Learn more about your ad choices. Visit megaphone.fm/adchoices