Does the world need another f'in' marketing podcast? Our host and 4xCMO Ian Truscott asked this in 2020, and the world said "no", but he did it anyway - and each week with his guests and chums, he shares B2B marketing street knowledge - the authentic, practical marketing strategy advice that will bring out the rock star marketer in you. Learn more, follow, and get the show notes at https://rockstarcmo.com.
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The Your Content is Your AI Problem and the Kayfabe Illusion Episode
Season 1 ¡ Episode 324
Saturday, May 30, 2026 ⢠Duration 51:15
This week, Ian and Cathy McKnight, Chief Problem Solver at Seventh Bear discuss a recent post from her Bear Essentials series on the Seventh Bear blog - AI Isn't Your Content Problem. Your Content Is Your Content Problem.
 They discuss:Â
The value of Content Operations and AI
The challenge of context in unstructured content for the LLMs
Governance and ownership with AI
Recommendations for effective content operations
Ian then joins Robert Rose in the virtual bar, The Rose & Rockstar, to pick his brains on a marketing topic over a classic cocktailÂ
This week, Ian and Robert discuss some points from the latest edition of his Lens newsletter - Won't get Fooled Again, and specifically a phrase he heard on a recent retreat, âAI can never not knowâ, and how he sees that the kayfabe of AI might be fading. Â
Enjoy!
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The Links
The people:
Ian Truscott on LinkedInÂ
Cathy McKnight on LinkedIn
Robert Rose on LinkedIn
Mentioned this week:
Bear Essentials: AI Isn't Your Content Problem. Your Content Is Your Content Problem
Simu Liu reacts to pre-fame stock photos he appeared in as model | Independent
Seventh Bear Lens: Won't be Fooled Again
US students on why they booed their pro-AI graduation speakers: âTheyâre not reading the roomâ | Technology | The Guardian
Robertâs podcast: This Old MarketingÂ
Robertâs newsletter: Lens, his websites, robertrose.net and seventhbear.com
Rockstar CMO:
The Beat Newsletter that we send every Monday
Rockstar CMO on the web and LinkedIn
Previous episodes and all the show notes: Rockstar CMO FM.
Track List:
Weâll be right back by Stienski & Mass Media on YouTube
Piano Music is by Johnny Easton, shared under a Creative Commons license
You can listen to this on all good podcast platforms, like Apple, Amazon, and Spotify.
Learn more about your ad choices. Visit megaphone.fm/adchoices
The 5 Tips to Get LLM Attention and Revisiting the Mullet Episode
Season 1 ¡ Episode 323
Monday, May 25, 2026 ⢠Duration 51:55
This week, former Forrester Research Director Jeff Clark, is back in the studio with our host Ian Truscott to discuss 5 tips for getting your content into the LLMs, pulling at a thread that has come up a couple of times in previous episodes.
They discuss:
Leading with a clear, structured need definition.
Publishing useful things for the audience and the robots
Maintain consistent naming and terminology
Brand is still important
Distribute content across high-authority contexts
Due to a scheduling challenge caused by family commitments over the long weekend, Ianâs visit to our virtual bar, The Rose & Rockstar, comes from the archive, replaying a conversation from last year that is relevant to the topic of educating LLMs.
In this bar conversation, over one of his classic cocktails, Robert Rose shares his thoughts on what we should be sharing with the LLMs and suggests an approach he calls âThe Mulletâ content strategy.Â
Enjoy!
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The Links
The people:
Ian Truscott on LinkedInÂ
Jeff Clark on LinkedIn
Robert Rose on LinkedIn
Mentioned this week:
OpenAI Launches Self-Serve Ads Manager for ChatGPT
Robert discussing The Mullet Content Strategy on the This Old Marketing podcastÂ
Robertâs newsletter: Lens, his websites, robertrose.net and seventhbear.com
Rockstar CMO:
The Beat Newsletter that we send every Monday
Rockstar CMO on the web and LinkedIn
Previous episodes and all the show notes: Rockstar CMO FM.
Track List:
Weâll be right back by Stienski & Mass Media on YouTube
Piano Music is by Johnny Easton, shared under a Creative Commons license
You Speak My Language by Morphine on YouTube
You can listen to this on all major podcast platforms, including Apple Podcasts, Amazon Podcasts, and Spotify.
Learn more about your ad choices. Visit megaphone.fm/adchoices
The Agentic Prospecting and Content-Led Marketing Episode
Season 1 ¡ Episode 322
Saturday, May 16, 2026 ⢠Duration 48:03
This week, former Forrester Research Director, Jeff Clark, is back in the studio with our host Ian Truscott to discuss an article from Anthony McPartlin, Principal Analyst at Forrester, Agentic Prospecting: Seven Reasons The Hype Falls Short.
Demand generation and prospecting have changed, with sales teams now armed with tools that allow them to run lead generation campaigns across LinkedIn and email, which was traditionally the role of marketing, but now this role is being handed to the robots, with agentic prospecting handling everything from deciding the ICP, buyer personas, to executing the campaign.Â
Picking 5 fâinâ things from the article, as is the editorial policy of the podcast, Ian and Jeff discuss:
Agentic Prospecting Assumes Signal Quality That Doesnât Exist
The Assumption that Sales is a Numbers Game
Accuracy is Fragile Due to Heavy Reliance On LLMs & External Data
The Fallacy of End-To-End Autonomy Claims
The Spam Problem
Ian then joins Robert Rose in the virtual bar, The Rose & Rockstar, to discuss Robertâs recent article from The Content Marketing Institute - Content-Led Marketing: The Essential Strategy for the AI Era.
They discusses the evolution of marketing strategies from campaigns to content-led marketing, and the impact of AI and community building on brand storytelling.
Enjoy!
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The Links
The people:
Ian Truscott on LinkedInÂ
Jeff Clark on LinkedIn
Robert Rose on LinkedIn
Mentioned this week:
Agentic Prospecting: Seven Reasons The Hype Falls Short
Tuesday 2¢ - The Cost of the Easy Button
Content-Led Marketing: The Essential Strategy for the AI Era
Robertâs podcast: This Old MarketingÂ
Robertâs newsletter: Lens, his websites, robertrose.net and seventhbear.com
Rockstar CMO:
The Beat Newsletter that we send every Monday
Rockstar CMO on the web and LinkedIn
Previous episodes and all the show notes: Rockstar CMO FM.
Track List:
Weâll be right back by Stienski & Mass Media on YouTube
Piano Music is by Johnny Easton, shared under a Creative Commons license
The Miracles - Love Machine
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
The Earned Email, You Are a B2B Service and Caring If Itâs Human Episode
Season 1 ¡ Episode 321
Sunday, May 10, 2026 ⢠Duration 38:50
This week, with his guests away, our host Ian Truscott takes a turn in the studio, going solo, and shares 5 fâinâ things that have caught his eye this week.Â
Those things were:
Email has become earned, not owned - inspired by an issue of Ann Handleyâs newsletter - Email Is Dead, Long Live Email
Building a campfire - inspired by Joe Pulizziâs newsletter - Stop Trying to Build a Community
AI disruption of the software industry, at both ends of the scale
Getting the creative balance right with AI - inspired by a LinkedIn post by Adriaan BloemÂ
We are all a B2B service providers now
 Ian then joins Robert Rose in the virtual bar, The Rose & Rockstar.
They keep the AI theme going with a discussion of whether people really care if content is AI-generated and how that opinion might be evolving.Â
Enjoy!
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The Links
The people:
Ian Truscott on LinkedInÂ
Robert Rose on LinkedIn
Mentioned this week:
 Email Is Dead, Long Live Email - by Ann Handley
Joe Pulizziâs newsletter - Stop Trying to Build a Community
The quadrant of polished content - posted by Adriaan Bloem
BBC Sounds - Everything Is Fake - (also available on Apple podcasts)
Producers of AI-generated podcasts - Inception Point AI
Robertâs podcast: This Old MarketingÂ
Robertâs newsletter: Lens, his websites, robertrose.net and seventhbear.com
Rockstar CMO:
The Beat Newsletter that we send every Monday
Rockstar CMO on the web and LinkedIn
Previous episodes and all the show notes: Rockstar CMO FM.
Track List:
Weâll be right back by Stienski & Mass Media on YouTube
Piano Music is by Johnny Easton, shared under a Creative Commons license
You can listen to this on all good podcast platforms, like Apple, Amazon, and Spotify.
Learn more about your ad choices. Visit megaphone.fm/adchoices
The Jon Miller Predictions and Editing the Mediocre out of AI Episode
Season 1 ¡ Episode 320
Saturday, May 2, 2026 ⢠Duration 59:07
This week, former Forrester Research Director, Jeff Clark, is back in the studio with our host Ian Truscott to discuss a predictions post from Jon Miller on the ChiefMartec blog, from back in January.Â
Jon Miller is described as a legend in our industry, the co-founder and original CMO of Marketo, and the former CMO of DemandBase; his opinion is well worth watching.Â
The extensive article that inspired this conversation makes 13 predictions, and, of course, following the show's editorial policy, Ian and Jeff pick 5 that resonate most with them. Â
They discuss:Â
Marketers will begin marketing to agents, not just humans
Taste, trust, and accountability will become the antidote to AI slop
Composable stacks will be mainstream by 2030, but <20% will adopt in 2026
AI will completely transform legacy SaaS martech - but not in 2026
AI-driven uncertainty will intensify in 2026; preparation is the only answer
Ian then joins Robert Rose in the virtual bar, The Rose & Rockstar.
They keep the AI theme going with a discussion about an article from The Content Marketing Institute - Good Editing Makes AI Content Memorable - and discuss whether itâs true that editing can make mediocre AI content memorable, following some criticism of this article on LinkedIn.  Â
Enjoy!
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The Links
The people:
Ian Truscott on LinkedInÂ
Jeff Clark on LinkedIn
Robert Rose on LinkedIn
Mentioned this week:
Jon Millerâs Predictions for B2B Go-To-Market in 2026 â chiefmartec
Adriaan Bloemâs LinkedIn post on AI content
Keith Smiith's post about using CoPilot for BD
Fathertime Bourbon
Good Editing Makes AI Content Memorable
Robertâs podcast: This Old MarketingÂ
Robertâs newsletter: Lens, his websites, robertrose.net and seventhbear.com
Rockstar CMO:
The Beat Newsletter that we send every Monday
Rockstar CMO on the web and LinkedIn
Previous episodes and all the show notes: Rockstar CMO FM.
Track List:
Weâll be right back by Stienski & Mass Media on YouTube
Piano Music is by Johnny Easton, shared under a Creative Commons license
Life During Wartime (2003 Remaster)
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
The Cathy on Personalization and Career Hedging with Robert Episode
Season 1 ¡ Episode 319
Saturday, April 25, 2026 ⢠Duration 54:03
This week, Ian and Cathy McKnight discuss a recent piece of research from Cathy on her Bear Essentials series on the Seventh Bear blog - Bear Essentials: You Canât Personalize What You Don't Understand
 They discuss:Â
Audience segmentation beyond job titles
Building and operationalizing personas
The role of AI and content in marketing
Customer journey mapping and needs analysis
Ian then joins Robert Rose in the virtual bar, The Rose & Rockstar, for a classic cocktail and a chat.Â
This week, Ian and Robert discuss Robertâs latest article in his Rose Tinted Glasses column on the Content Marketing Institute blog: The Career Hedge: Why Even Your 'Satisfied' Employees Are Running an Exit Strategy
Enjoy!
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The Links
The people:
Ian Truscott on LinkedInÂ
Cathy McKnight on LinkedIn
Robert Rose on LinkedIn
Mentioned this week:
Bear Essentials: You Canât Personalize What You Don't Understand
The Career Hedge: Why Even Your 'Satisfied' Employees Are Running an Exit Strategy
Robertâs podcast: This Old MarketingÂ
Robertâs newsletter: Lens, his websites, robertrose.net and seventhbear.com
Rockstar CMO:
The Beat Newsletter that we send every Monday
Rockstar CMO on the web and LinkedIn
Previous episodes and all the show notes: Rockstar CMO FM.
Track List:
Weâll be right back by Stienski & Mass Media on YouTube
Piano Music is by Johnny Easton, shared under a Creative Commons license
You can listen to this on all good podcast platforms, like Apple, Amazon, and Spotify.
Learn more about your ad choices. Visit megaphone.fm/adchoices
The Fighting Do Nothing and 6 Year Anniversary Episode
Season 1 ¡ Episode 318
Saturday, April 18, 2026 ⢠Duration 51:25
This week, former Forrester Research Director, Jeff Clark, is back in the studio for a discussion with our host Ian Truscott, to discuss how marketing can help sales defeat the biggest competitor in many B2B deals - do nothing.Â
They discuss:Â
Quantify the cost of inaction
Understand persona needs
Lower risk of change
Bring proof
Build internal consensus
Ian then joins Robert Rose in the virtual bar, The Rose & Rockstar, to celebrate 6 years of the podcast.
Over a fabulous cocktail, they revisit the first chat they had in the bar, about expressing your point of view in âunprecedentedâ times and how this relates to his work today, and their discussion two weeks ago about showing your âpointy bitsâ.
Enjoy!
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The Links
The people:
Ian Truscott on LinkedInÂ
Jeff Clark on LinkedIn
Robert Rose on LinkedIn
Mentioned this week:
The JOLT Effect
What is Customer Indecision? Understanding and Overcoming Buyer Hesitation
The Greatest Sales Deck Iâve Ever Seen | by Andy Raskin | Mission.org | Medium
Rockstar CMO FM #9 - Ahmed Hasan and Cocktails with Robert Rose
Robertâs podcast: This Old MarketingÂ
Robertâs newsletter: Lens, his websites, robertrose.net and seventhbear.com
Rockstar CMO:
The Beat Newsletter that we send every Monday
Rockstar CMO on the web and LinkedIn
Previous episodes and all the show notes: Rockstar CMO FM.
Track List:
Weâll be right back by Stienski & Mass Media on YouTube
Piano Music is by Johnny Easton, shared under a Creative Commons license
Prince - Nothing Compares 2 U (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
The Educating the Buyer and AIâs Impact on Marketing Jobs Episode
Season 1 ¡ Episode 317
Saturday, April 11, 2026 ⢠Duration 53:16
This week, former Forrester Research Director, Jeff Clark, is back in the studio for a discussion with our host Ian Truscott about buyer education, inspired by an article by Kerry Cunningham, of 6Sense: âBuyers are not blank slatesâ, and give it the 5 fâinâ things treatment.Â
They discuss:Â
Some categories still need basic education
Keep the education grounded
Present your unique POV on how to solve buyer challenges
Do buyers want to be experts?
Campaigns need to master âanswer engine optimizationâ
Ian then joins Robert Rose in the virtual bar, The Rose & Rockstar, for a classic cocktail and a chat.Â
This week, Ian and Robert discuss the latest article from Robert in his Rose Colored Glasses Series on the Content Marketing Institutes blog - The Ghost Workforce: How AI Is Reshaping Content and Marketing Roles in 2026
Enjoy!
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The Links
The people:
Ian Truscott on LinkedInÂ
Jeff Clark on LinkedIn
Robert Rose on LinkedIn
Mentioned this week:
Buyers are not blank slates - Kerry Cunningham, 6Sense
The Beat Newsletter - Just Enough Education to Perform
The Ghost Workforce: How AI Is Reshaping Content and Marketing Roles in 2026
Robertâs podcast: This Old MarketingÂ
Robertâs newsletter: Lens, his websites, robertrose.net and seventhbear.com
Rockstar CMO:
The Beat Newsletter that we send every Monday
Rockstar CMO on the web and LinkedIn
Previous episodes and all the show notes: Rockstar CMO FM.
Track List:
Weâll be right back by Stienski & Mass Media on YouTube
Piano Music is by Johnny Easton, shared under a Creative Commons license
Stereophonics - Mr. Writer (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
The Cathy on Funnels and Robertâs Pointy Bits Episode
Season 1 ¡ Episode 316
Saturday, April 4, 2026 ⢠Duration 53:23
This week, Ian and Cathy McKnight discuss a recent piece of research from Cathy on her Bear Essentials series on the Seventh Bear blog - The Funnel Isnât Dead, Your Version of It Is.Â
They discuss:Â
The funnel is not dead, but it needs a refreshÂ
The impact on marketing when this foundational work is broken.
What a modern funnel looks like (and itâs not about attribution)
Mapping to the customer journey, and thinking beyond the buying journeyÂ
Focusing on solving the customer's problems, not showcasing features
Metrics to focus onÂ
Ian then joins Robert Rose in the virtual bar, The Rose & Rockstar, for a classic cocktail and a chat.Â
This week, Ian and Robert discuss a phrase Robert has been using in his writing, âThe Pointy Bitsâ, as he encourages B2B writers to stand out and show their pointy bits, instead of smoothing all their content with AI, but include the slightly uncomfortable, but differentiated things about you, your company, and brand.Â
Enjoy!
â
The Links
The people:
Ian Truscott on LinkedInÂ
Cathy McKnight on LinkedIn
Robert Rose on LinkedIn
Mentioned this week:
Bear Essentials: The Funnel Isnât Dead, Your Version of It Is
Robertâs YouTube Channel
Robertâs newsletter: Lens, his websites, robertrose.net and seventhbear.com
Rockstar CMO:
The Beat Newsletter that we send every Monday
Rockstar CMO on the web and LinkedIn
Previous episodes and all the show notes: Rockstar CMO FM.
Track List:
Weâll be right back by Stienski & Mass Media on YouTube
Piano Music is by Johnny Easton, shared under a Creative Commons license
You can listen to this on all good podcast platforms, like Apple, Amazon, and Spotify.
Learn more about your ad choices. Visit megaphone.fm/adchoices
The Slice And Rick Rubin on Work Episode
Season 1 ¡ Episode 315
Saturday, March 28, 2026 ⢠Duration 51:19
A slightly different episode this week, as our host Ian Truscott has two guests in the studio sharing their marketing street knowledge. Catherine Nichols and Jeremy Laight, two successful fractional CMOs who founded The Slice in July 2025, a community for fractional marketers that has expanded rapidly to over a thousand members from across the globe.Â
They discuss:
The Slice community and what inspired it
Defining fractional CMOs
Why organizations choose fractional talent
Lessons Learned from the Community
Advice for transitioning to fractional marketing
What they would have on their riders when starting a new gigÂ
What they would chuck into our Rockstar CMO Swimming Pool
Ian then joins Robert Rose in the virtual bar, The Rose & Rockstar, for a classic cocktail and a chat. This week, Ian and Robert discuss a recent article that describes Rick Rubin as the future of work and our role as creative production moves to AI.Â
If you have any comments or thoughts on this topic, we would love to hear them!
Enjoy!
â
The Links
The people:
Ian Truscott on LinkedInÂ
Catherine Nichols on LinkedIn
Jeremy Laight on LinkedIn
Robert Rose on LinkedIn
Mentioned this week:
The Slice Network
The Slice Network LinkedIn Group
Robertâs podcast: This Old MarketingÂ
Rick Rubin Is the Future of Work - by Tom White
The New Marketing Skill Isn't Prompting. It's Building
Sticky Flow Mapper
Robertâs newsletter: Lens, his websites, robertrose.net and seventhbear.com
Rockstar CMO:
The Beat Newsletter that we send every Monday
Rockstar CMO on the web and LinkedIn
Previous episodes and all the show notes: Rockstar CMO FM.
Track List:
Weâll be right back by Stienski & Mass Media on YouTube
Piano Music is by Johnny Easton, shared under a Creative Commons license
You can listen to this on all good podcast platforms, like Apple, Amazon, and Spotify.
Learn more about your ad choices. Visit megaphone.fm/adchoices
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