Show cover of Rockstar CMO FM

Rockstar CMO FM

In this 5-star rated weekly marketing podcast, host 3xCMO Ian Truscott says he's no rockstar but shares, with his chums Jeff Clark, Robert Rose and a variety of special guests, what he calls marketing street knowledge, authentic, practical marketing strategy advice that will bring out the rock star marketer in you. It's a show that Jason Falls described as a "variety show for marketers". Learn more, follow, and get the show notes at https://rockstarcmo.com.

Tracks

The 5 Things from Jeff’s Debut and a Rose Colored Strategy over a Cocktail Episode
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
57:28 22/06/2024
The 5 Steps for Metrics and Authentic Pride Over a Cocktail
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
48:49 15/06/2024
The 5 Challenges with Marketing Metrics and Attention Over a Cocktail Episode
This week, following a chat with their old boss, Jeff Clark, our resident strategy advisor and former Forrester Research Director and our host Ian Truscott share five challenges with the current state of marketing measurement and metrics.  And then, in our virtual bar, Robert Rose, Chief Troublemaker at The Content Advisory, shares with Ian a fantastic cocktail recipe and a thought about attention.  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  // Robert’s firm: The Content Advisory // Robert’s podcast - This Old Marketing 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 // Measure Up by Tom Tom Club on Spotify Listen on Apple, Amazon, Spotify or wherever you get your podcasts Learn more about your ad choices. Visit megaphone.fm/adchoices
56:17 08/06/2024
The Chat with ChatGPT and What’s Next for Search Episode
This week, we try something different as the voice of ChatGPT joins the show as we ask it, “What questions should I ask a panel of marketing experts about product adoption in B2B?”. Jeff Clark, our resident strategy advisor and former Forrester Research Director, and our host Ian Truscott attempt to answer the five questions it asks.  Ian then retires to our virtual bar with Robert Rose, Chief Troublemaker at The Content Advisory, who, over a very interesting cocktail this week, searches for answers about the future of search.  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: // Previous discussion with Jeff on defining the customer journey: Episode 108 // Robert’s firm: The Content Advisory // Robert’s podcast - This Old Marketing 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 // More Than You Know by Prince Paul / DeLaSoul on YouTube Listen on Apple, Amazon, Spotify or wherever you get your podcasts Learn more about your ad choices. Visit megaphone.fm/adchoices
58:59 01/06/2024
The New Products, New Markets and the Death of the Follower Episode
This week, Jeff Clark, our resident strategy advisor and former Forrester Research Director, shares with our host Ian Truscott his top four considerations when launching a new product or an existing product into a new market, and Ian adds a final point about when to involve marketing.  Ian then retires to our virtual bar, with Robert Rose, Chief Troublemaker at The Content Advisory, who ponders the current state of social media, specifically the death of the follower. 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: // Robert’s firm: The Content Advisory // Robert’s article - The Death of the Follower 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 // P!nk - Get The Party Started on YouTube Listen on Apple, Amazon, Spotify or wherever you get your podcasts Learn more about your ad choices. Visit megaphone.fm/adchoices
55:39 25/05/2024
The 5 Steps for Campaign Planning and Apple Crushing It Episode
This week Jeff Clark, our resident strategy advisor and former Forrester Research Director shares with our host Ian Truscott his 5 steps for orchestrating large-scale B2B marketing campaigns, from leadership, people, and business goals to budget.   After his scheduling challenges of last week, Robert Rose is back in the bar with a topical thought on Apple’s recent advertising and the fuss it created. With advice to be bold, swing, and occasionally you might miss.     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: // Robert’s firm: The Content Advisory // Robert’s podcast with Joe Pulizzi: This Old Marketing 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 // It’s Time by Imagine Dragons on Spotify Listen on Apple, Amazon, Spotify or wherever you get your podcasts Learn more about your ad choices. Visit megaphone.fm/adchoices
55:21 18/05/2024
The Frontline Marketing with Jeff and The Greatest Story Episode
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
35:55 11/05/2024
The Be Honest and a Social Cocktail in a Walled Garden Episode
Another Ian solo in the studio who shares 5 thoughts, and Robert is in the virtual bar with a great cocktail and a thought about walled gardens.  It’s last week without Jeff, so our host, CMO but “not a rockstar” Ian Truscott is again in the studio on his own, sharing 5 f’in’ marketing thoughts for the week: #1 - Not the regular competitors #2 - Rented Land #3 - Cold emails #4 - The Diversity Bonus #5 - If you can help me grow, I can help you grow Ian then joins Robert Rose, Chief Troublemaker at The Content Advisory, who shares a very classy cocktail and a thought about social media content in walled gardens.  Enjoy! — The people: // Ian Truscott on LinkedIn and Threads // Robert Rose on LinkedIn and Threads Mentioned in this week’s episode: // What Now? Ian’s Tuesday 2¢ // Keith Smith’s Fuel Podcast, featuring diversity - interview with Marc Lewis // LinkedIn Collaborative Articles  // The LinkedIn comment in a Collaborative Article: “If you can help me grow, I can help you grow”  // TCA Webinar: Social Media – Crafting A Cutting Edge Strategy // 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 // Be Honest - Jorja Smith on Spotify Listen on Apple, Amazon, Spotify or wherever you get your podcasts Learn more about your ad choices. Visit megaphone.fm/adchoices
41:04 04/05/2024
The Ian Does a Solo in the Studio and Robert Wonders Why Elon Hates Marketers Episode
This week as regular collaborator Jeff Clark continues on his break travelling, our host, CMO but “not a rockstar” Ian Truscott is again in the studio on his own, sharing 5 f’in’ marketing thoughts for the week: #1 - Right fit marketers #2 - Is the Forrester term “Frontline marketers” complete bollocks? #3 - The Buying Tribe #4 - Distinct and Differentiation #5 - Your content, like turn signals, is for other people Ian then joins Robert Rose, Chief Troublemaker at The Content Advisory, for a bit of a rant about why Elon hates marketers with the recent news that Elon has fired one of his marketing teams amidst a large redundancy round at Tesla.  Enjoy! — The people: // Ian Truscott on LinkedIn and Threads // Robert Rose on LinkedIn and Threads Mentioned in this week’s episode: // Same But Distinct - Ian’s Tuesday 2¢ // Forrester’s Frontline Marketing the Evolution of B2B Growth Teams // Robert’s article on Tesla’s marketing layoffs - Don’t Follow Tesla’s Marketing Mistake // Alexander Ingram on his Tesla layoff on LinkedIn // 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 // So Much Thing to Say by Bob Marley - on Spotify Listen on Apple, Amazon, Spotify or wherever you get your podcasts Learn more about your ad choices. Visit megaphone.fm/adchoices
47:33 27/04/2024
The Ian has 5 Thoughts and Robert Differentiates with a Cocktail of Content Episode
This week as regular collaborator Jeff Clark continues on his break travelling, our host, CMO but not a rockstar Ian Truscott is in the studio on his own, sharing 5 f’in’ marketing thoughts for the week - which are: #1 - Doing a podcast monologue #2 - People asking to pick your brains #3 - Why aren’t people filling in your form? #4 - Ask why you are doing something #5 - Trust and personas Ian then joins Robert Rose, Chief Troublemaker at The Content Advisory, who shares a great cocktail and advice for creating a content cocktail, especially in a crowded B2B category as your approach to content, its form and how you communicate it can differentiate your business.  Enjoy! — The people: // Ian Truscott on LinkedIn and Threads // Robert Rose on LinkedIn and Threads Mentioned in this week’s episode: // Let them pick your brain - Ian’s Tuesday 2¢ // Pain, Need, Aspiration and Trust - Ian’s Tuesday 2¢ // Crafting A Cutting Edge Social Media Approach In 2024 - Upcoming TCA Webinar  // 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 // Think (About it) Patra ft Lynne Collins - on YouTube Listen on Apple, Amazon, Spotify or wherever you get your podcasts Learn more about your ad choices. Visit megaphone.fm/adchoices
43:31 20/04/2024
The Cathy Makes it 10 and AI over a Breakfast Cocktail with Robert Episode
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
55:14 13/04/2024
The Death of the CMO and Directing Operations with a Cocktail Episode
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
51:50 06/04/2024
The Influencers, Analysts and a Spicy Third Party Cookie Cocktail Episode
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
54:47 30/03/2024
The 5 F’in’ Fundamentals, a Book and a Budget Episode
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
51:23 23/03/2024
The 5 Martech Hard Knocks and the Myth of AI Doing More with Less Episode
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
50:45 16/03/2024
The Marketing 5-Step Tune-Up and Creating Classic Content over a Classic Cocktail Episode
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
50:42 09/03/2024
The Chasing Waterfalls and Choosing Awareness or Trust over a Cocktail Episode
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
53:53 02/03/2024
The RevOps Primer and Storytelling over a Cocktail Episode
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
51:50 24/02/2024
The B2B Marketing Lag and Getting Strategic with AI Episode
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
49:32 17/02/2024
The Educational Content and Getting Creative over a Kansas City Cocktail Episode
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
59:23 10/02/2024
The Trends from Metia and Flaws on a Farm Episode
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
48:06 03/02/2024
The it's a Sink not a Funnel and Owning Media over a Cocktail Episode
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
56:08 27/01/2024
The Brown M&M's Marketing Rider and the Marketing Talent Crunch Episode
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
50:02 20/01/2024
The 5 Dysfunctions, Lettuce and Blame Episode
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
45:42 13/01/2024
The 5 F'in' Fundamentals and Robert's Word for 2024 Episode
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
49:50 06/01/2024
The Trip Through 2023 and Dealing with Uncertainty Over a Cocktail Episode
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
58:51 31/12/2023
The Predictable Predictions Episode
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
49:55 23/12/2023
The 5 Questions for B2B Social Media and a Cocktail in The Shelter of Each Other Episode
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
49:58 16/12/2023
The 3 Wonders of Thought Leadership and Stopping over a Cocktail Episode
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
46:41 09/12/2023
The 3 Wonders of Case Studies and a Cocktail of Owned Media Episode
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
49:54 02/12/2023

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