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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A shorter show this week, as a last-minute client commitment meant Robert couldnât make it to the virtual bar, so we have a show dedicated to our chum Cathy McKnight, and Ian asks her about the real bar and her experience of Content Marketing World, including the three workshops and presentations that she ran. They cover:
Reaction to Robertâs keynote
The results from the CMI Content Marketing surveyÂ
Content technology and the importance of an audit
The folly of one-to-one personalization
The community aspect of the conference is invaluable
How content orchestration streamlines multiple content operations.
Every piece of content should start with the audience
Collaboration between IT and business
Enjoy!
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The Links
The peopleÂ
Ian Truscott
Cathy McKnight
Mentioned in this weekâs episode:
Content Marketing World
Cathyâs Content Chaos webinar with Hilton
Robertâs YouTube Channel
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
Weâll 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
The 5 Characteristics of Being Data Driven and 3 Trends for 2025 Episode
Season 1 ¡ Episode 242
Saturday, November 2, 2024 ⢠Duration 55:53
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 dataÂ
Everybody in marketing is enabled to be data-drivenÂ
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 heâll be exploring in 2025.
Enjoy!
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The Links
The peopleÂ
Ian Truscott
Jeff Clark
Robert Rose
Mentioned in this weekâs episode:
Robertâs new project: Seventh Bear
Robert firm: The Content Advisory
Robertâs 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
Weâll 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
The Marketing for Realignment and Gating over a Cocktail Episode
Season 1 ¡ Episode 233
Sunday, September 8, 2024 ⢠Duration 01:12:33
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 Watkinsâ classic business book âThe First 90 Daysâ to evaluate your company.
STARS stands for Startups, Turnarounds, Accelerated Growth, Realignment, and Sustained Success, and when discussing âRealignmentâ - 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
The ARTE in Campaigns, Making Time for Strategy with Richard Medcalf and a Dip into the Purple Ocean with a Cocktail Episode
Season 1 ¡ Episode 143
Saturday, December 3, 2022 ⢠Duration 01:10:17
This week in the Marketing Studio, our host Ian Truscott chats with Jeff Clark our resident Rockstar CMO strategic advisor and former Research Director at SiriusDecisions/Forrester, about bringing ARTE (Awareness, Revenue, Trust and Enablement) to campaigns, following on from their previous conversations about personas.
Richard Medcalf, the founder of Xquadrant, an executive coach and leadership consultant, returns to the show, going backstage with Ian to discuss his new book Making Time for Strategy and discuss the four key success factors that Richard has uncovered in his work with exceptional founders and CEOs and their teams - Tactics, Influence, Mindset, Environment (T.I.M.E.).
Finally, we wind down the week in the Rockstar CMO virtual bar and get transported away with Robert Rose, Chief Trouble Maker at The Content Advisory, who shares a thought about differentiation, and how to find your purple ocean.
Please get in touch if you have any thoughts or suggestions on the topics we discuss.
Enjoy!
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The LinksÂ
(if you canât see them, please stop by https://rockstarcmo.com)
The people:
Ian Truscott on LinkedIn and Twitter
Jeff Clark on LinkedIn and Twitter
Richard Metcalf on LinkedIn, Twitter
Robert Rose on Twitter and LinkedIn
As mentioned in this weekâs episode:
Richard's company: Xquadrant, and his book: Making Time for Strategy
Experience Advisors MastodonÂ
The Content Advisory Blog
Rockstar CMO:
Rockstar CMO on the web, Twitter, and LinkedIn
Previous episodes and all show notes:Â Rockstar CMO FM
Track List:
Piano Music is by Johnny Easton, shared under a creative commons license
Weâll be right back by Stienski & Mass Media â on YouTube
Paint Me by the Ohio Players on Spotify
Learn more about your ad choices. Visit megaphone.fm/adchoices
Think Like A Brand #9 - Brand is the Business Case
Season 2 ¡ Episode 9
Wednesday, November 30, 2022 ⢠Duration 22:40
Welcome to Think Like a Brand, our mid-week shot of the Rockstar CMO Fâinâ marketing podcast, where we discuss thinking like a brand, specifically in industries that often donât.Â
Who are we? Liz High is an insight ninja, marketing strategist, speaker and author who has worked with some amazing brands and, more recently, has focused on supporting FinTechs, banks and credit unions to embrace brand thinking and is the co-author of Think Like a Brand Not Bank. And our host is Ian Truscott, who shares marketing street knowledge heâs picked up in his journey from techie to CMO.Â
This week Liz High and Ian Truscott discuss the Interband Global Brand Study, what makes a great brand, why this is important, and the concept from her and Allison Netzer's book "brand is the business case"
Enjoy!
You can subscribe to this podcast on Apple, Spotify, Amazon and all good podcasting platforms or drop by https://rockstarcmo.com
â
The links:
The Interband Global Brand Study
Ian Truscott on LinkedIn, Twitter and the web.
Liz High on LinkedIn and Twitter
Liz Highâs book â on the web: Think Like a Brand Not a Bank and on Twitter: @Brand_B4_Bank
Learn more about the book, find where to purchase it and listen to all previous episodes of this mini-series at Think Like a Brand on Rockstar CMO
You can find Rockstar CMO on the web, Twitter, and LinkedIn
â
Please say hello if you have any thoughts or suggestions for the topics we discuss.
Learn more about your ad choices. Visit megaphone.fm/adchoices
The Thanks or No Thanks, Backstage with ABM Expert Alisa Groocock and a Thanksgiving Cocktail Episode
Season 1 ¡ Episode 142
Saturday, November 26, 2022 ⢠Duration 01:12:33
This week in the Marketing Studio, our host Ian Truscott in the spirit of the holidays, asks Jeff Clark our resident Rockstar CMO strategic advisor and former Research Director at SiriusDecisions/Forrester, if he would give thanks or no thanks to a bunch of marketing topics that have come up on the show recently.
Ian then goes backstage with Alisa Groocock, who, as youâll hear, has had a fantastic career as a marketing leader and analyst, most recently as Senior Vice President at Agent3, and before that as a VP, Principal Analyst at Forrester Research, where Alisa was responsible for helping hundreds of companies to build, execute and optimize their Account Based Marketing strategies. Prior to Forrester, Alisa spent over 20 years on the client side in field marketing roles at HP, Cisco and Informatica, where she worked closely with Sales to execute key account programs.
They discuss Alisa's career, ABM (Account Based Marketing) and if it's still the hot thing for B2B marketers, her latest thoughts on what's next, and she has a great nomination for our portal to marketing hell, the Rockstar CMO Swimming pool.
Finally, we wind down the week in the Rockstar CMO virtual bar and get transported away with Robert Rose, Chief Trouble Maker at The Content Advisory, for a Thanksgiving cocktail and a chat about putting the story in all of your content, however mundane.
Please get in touch if you have any thoughts or suggestions on the topics we discuss.
Enjoy!
â
The LinksÂ
(if you canât see them, please stop by https://rockstarcmo.com)
The people:
Ian Truscott on LinkedIn and Twitter
Jeff Clark on LinkedIn and Twitter
Alisa Groocock on LinkedIn and Twitter
Robert Rose on Twitter and LinkedIn
As mentioned in this weekâs episode:
Articles:
Writing Is Writing, Right? Not If You Want To Keep Your Content Creation Team
How a Spoonful of Story Helps Even âBoringâ Content Go Down
Robertâs links
Experience Advisors Mastodon
The Content Advisory Blog
Experience Advisors
Podcast: This Old MarketingÂ
Rockstar CMO:
Rockstar CMO on the web, Twitter, and LinkedIn
Previous episodes and all show notes:Â Rockstar CMO FM
Track List:
Piano Music is by Johnny Easton, shared under a creative commons license
Weâll be right back by Stienski & Mass Media â on YouTube
Thank You (Falettinme Be Mice Elf Agin) by Sly & The Family Stone on Spotify
â
You can subscribe to this podcast on Apple, Spotify, Amazon and all good podcasting platforms â or visit https://rockstarcmo.com
Learn more about your ad choices. Visit megaphone.fm/adchoices
Think like a Brand #8 - Coach and Compose with Ramen Noodles
Season 2 ¡ Episode 8
Wednesday, November 23, 2022 ⢠Duration 20:50
Welcome to Think Like a Brand, our mid-week quick shot of the Rockstar CMO Fâinâ marketing podcast, where we discuss thinking like a brand, specifically in industries that often donât.Â
Who are we? Liz High is an insight ninja, marketing strategist, speaker and author who has worked with some amazing brands and, more recently, has focused on supporting FinTechs, banks and credit unions to embrace brand thinking and is the co-author of Think Like a Brand Not Bank. And our host is Ian Truscott, who shares marketing street knowledge he's picked up in his journey from techie to CMO.Â
This week Liz High and Ian Truscott discuss examples of the coach and compose principle from her book, including Whole Foods, Mint and Seismic.
Enjoy!
You can subscribe to this podcast on Apple, Spotify, Amazon and all good podcasting platforms or drop by https://rockstarcmo.com
â
The links:
Ian Truscott on LinkedIn, Twitter and the web.
Liz High on LinkedIn and Twitter
Liz Highâs book â on the web: Think Like a Brand Not a Bank and on Twitter: @Brand_B4_Bank
Learn more about the book, find where to purchase it and listen to all previous episodes of this mini-series at Think Like a Brand on Rockstar CMO
You can find Rockstar CMO on the web, Twitter, and LinkedIn
â
Please say hello if you have any thoughts or suggestions on the topics we discuss.
Learn more about your ad choices. Visit megaphone.fm/adchoices
The Applying Personas, Discover Your Leadership Style with Robert Jordan and a Cocktail of SEO and Content Marketing Episode
Season 1 ¡ Episode 141
Saturday, November 19, 2022 ⢠Duration 01:15:02
This week in the Marketing Studio, our host Ian Truscott and Jeff Clark, our resident Rockstar CMO strategic advisor and former Research Director at SiriusDecisions/Forrester dive back into the big topic of personas. Now we've defined them from the last episode, Jeff steps through 5 steps to apply personas to content and campaigns.
Ian goes backstage with Robert Jordan, the co-founder of InterimExecs, an elite group of top executives who are experts at growing and fixing company after company. After founding and then selling the first Internet-coverage magazine in the world, Online Access, Robert began taking on interim CEO gigs. Multiple company sales and IPOs followed, and in 2007 he started an online network for interim executives from around the globe, expanding to 2,300 executives from 45 countries. Robert is also a best-selling author, publishing âHow They Did It: Billion Dollar Insights from the Heart of Americaâ and, as youâll hear most recently âRight Leader Right Time: Discover Your Leadership Style for a Winning Career and Companyâ.Â
Ian and Robert discuss advice for having a fractional or interim career, the inspiration for writing his latest book and the four leadership styles he identifies in that book; Fixer, Artist, Builder, and Strategist (FABS) and which of these best suits a rock star CMO.
Finally, we wind down the week in the Rockstar CMO virtual bar and get transported away with Robert Rose, Chief Trouble Maker at The Content Advisory, for a marketing thought. This week, we discuss SEO and Content Marketing.
Please get in touch if you have any thoughts or suggestions on the topics we discuss.
Enjoy!
â
The LinksÂ
(if you canât see them, please stop by https://rockstarcmo.com)
The people:
Ian Truscott on LinkedIn and Twitter
Jeff Clark on LinkedIn and Twitter
Robert Jordan on LinkedIn
Robert Rose on Twitter and LinkedIn
As mentioned in this weekâs episode:
Bob's book website: Right Leader Right Time: Discover Your Leadership Style for a Winning Career and Company
Find out what kind of leader you are - Bob's Leadership Assessment
Robertâs The Content Advisory Blog
Robertâs latest project:Â Experience Advisors
Robertâs podcast â This Old MarketingÂ
Rockstar CMO:
Rockstar CMO on the web, Twitter, and LinkedIn
Previous episodes and all show notes:Â Rockstar CMO FM
Track List:
Piano Music is by Johnny Easton, shared under a creative commons license
Weâll be right back by Stienski & Mass Media â on YouTube
Like to Get to Know You Well by Howard Jones on Spotify
â
You can subscribe to this podcast on Apple, Spotify, Amazon and all good podcasting platforms â or visit https://rockstarcmo.com
Learn more about your ad choices. Visit megaphone.fm/adchoices
The Personas 7 Steps, Kelley Troia from Clandestine Events and Goals over a Cocktail Episode
Season 1 ¡ Episode 140
Saturday, November 12, 2022 ⢠Duration 01:09:03
This week in the Marketing Studio, our host Ian Truscott and Jeff Clark, our resident Rockstar CMO strategic advisor and former Research Director at SiriusDecisions/Forrester dive into the big topic of personas in 7 steps and predictably don't cover it in twenty minutes!
Ian goes backstage with Kelley Troia, who has the wonderful title of Chief Astonishment Officer at Clandestine Events. With over 20 years of experience leading branding initiatives for household brands like Walmart Stores and Whole Foods, Kelley now specialises in turning brand values into actionable event marketing. Fiercely dedicated and passionate about bringing people together, Kelley strives to make every Clandestine event the experience of a lifetime. Kelley and Ian discuss her career and the opportunity that sports event sponsorship offers.
Finally, we wind down the week in the Rockstar CMO virtual bar and get transported away with Robert Rose, Chief Trouble Maker at The Content Advisory for a marketing thought. This week, the topic for the bar is setting and tracking goals in this ever-changing world.
Please get in touch if you have any thoughts or suggestions on the topics we discuss.
Enjoy!
â
The LinksÂ
(if you canât see them, please stop by https://rockstarcmo.com)
The people:
Ian Truscott on LinkedIn and Twitter
Jeff Clark on LinkedIn and Twitter
Kelley Troia on LinkedIn
Robert Rose on Twitter and LinkedIn
As mentioned in this weekâs episode:
Book mentioned by Jeff: The Inmates Are Running the Asylum: Why High Tech Products Drive Us Crazy and How to Restore the Sanity by Alan Cooper
Clandestine Events on Linkedin, Twitter and the Web
Robert's book recommendation: Tools of Titans by Tim Ferris
Robertâs The Content Advisory Blog
Robertâs latest project:Â Experience Advisors
Robert's podcast - This Old Marketing
Rockstar CMO:
Rockstar CMO on the web, Twitter, and LinkedIn
Previous episodes and all show notes:Â Rockstar CMO FM
Track List:
Piano Music is by Johnny Easton, shared under a creative commons license
Weâll be right back by Stienski & Mass Media â on YouTube
Close to You by Maxi Priest on Spotify
â
You can subscribe to this podcast on Apple, Spotify, Amazon and all good podcasting platforms â or visit https://rockstarcmo.com
Learn more about your ad choices. Visit megaphone.fm/adchoices
Think like a Brand #7 - What happened to Marcus?
Season 2 ¡ Episode 7
Wednesday, November 9, 2022 ⢠Duration 23:11
In this 7th special mid-week mini-episode, Ian Truscott and Liz High complete their dive into her book âThink Like a Brand, Not a Bankâ and discuss her favorite of the five principles they've been discussing the last six weeks. They then broaden their discussion to look at an industry example - Marcus, Goldman Sachs's foray into digital retail banking, citing commentary from the Prof G Podcast and an article on The Financial Brand. Liz then shares examples of financial brands that have done a better job of thinking like a brand with their retail offering.
Enjoy!
You can subscribe to this podcast on Apple, Spotify, Amazon and all good podcasting platforms or drop by https://rockstarcmo.com
--
The links:
Article on The Financial Brand - Marcus by Goldman Sachs Finds That Building a Retail Bank is Tough
The Prof G Podcast episode that discusses Marcus by Goldman Sachs - on Apple Podcast
Ian Truscott on LinkedIn and Twitter
Liz High on LinkedIn and Twitter
Learn more about the book, find where to purchase it and listen to all previous episodes of this mini-series at Think Like a Brand on Rockstar CMO
You can find Rockstar CMO on the web, Twitter, and LinkedIn
--
Please say hello if you have any thoughts or suggestions on the topics we discuss.
Learn more about your ad choices. Visit megaphone.fm/adchoices
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