Podcasts about rockstar cmo

This week, Jeff Clark, former Forrester Research Director, is back, and he and our host Ian Truscott, discuss some new research into the hidden B2B buyer from Edelman, and, adhering to the Rockstar CMO editorial policy, they share 5 f'in' things to help reach them through your thought leadership. The five f'in' things this week: The "safest choice" isn't always the winning one Develop the extended personas Define tactics that attract the hidden buyer Why thought leadership works when other tactics don't Setting up your CRM to identify hidden buyers 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 Rise of the Hidden Buyer: Rethinking B2B Influence Beyond the Obvious | Edelman Map your Buying Groups and Stakeholder Committees in your CRM — Squivr 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 The Rasmus - In the Shadows (Official Music 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

This week, Jeff Clark, former Forrester analyst and now Principal Analyst at Cleantech Insiders, is back from vacation, and he and our host Ian Truscott pull five f'in' things that caught his eye from the Norwest B2B Sales & Marketing Benchmark Report that they first talked about in their budgeting discussion in episode 280.  The five discussion points: Sales cycles are getting longer The pressure for buyer urgency Teach your AEs well The pressure is on product marketing The AI revolution is here 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: B2B Sales & Marketing Benchmark Report: Results Revealed - Norwest Ian's column - Tuesday 2¢ - Why Now? Jeff's firm - Cleantech Insiders 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: Stienski & Mass Media - We'll be right back Remember The Name (Official Video) - Fort Minor 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, with Jeff back on holiday and emboldened by some good feedback from his last solo outing, our host Ian Truscott goes it alone and peers into the so-called dark funnel where 95% of potential buyers are hanging out with a few ideas we need to implement as B2B marketers to reach them. Ian covers: The dark funnel and changing buyer behavior The decline of traditional influencers The power of useful data and research Content that builds trust The role of real people and internal thought leaders 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 backYou 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, 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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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