A shorter show this week, as a last-minute client commitment meant Robert couldn’t 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 Robert’s keynote The results from the CMI Content Marketing survey  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! — The Links The people  Ian Truscott Cathy McKnight Mentioned in this week’s episode: Content Marketing World Cathy’s Content Chaos webinar with Hilton Robert’s 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 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 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

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

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! — The Links  (if you can’t 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 week’s episode: Richard's company: Xquadrant, and his book: Making Time for Strategy Experience Advisors Mastodon  The Content Advisory Blog 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 Paint Me by the Ohio Players on Spotify Learn more about your ad choices. Visit megaphone.fm/adchoices

Welcome to Think Like a Brand, our mid-week shot of the Rockstar CMO F’in’ marketing podcast, where we discuss thinking like a brand, specifically in industries that often don’t.  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.  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 — The links: The Interband Global Brand Study Ian Truscott on LinkedIn, Twitter and the web. Liz High on LinkedIn and Twitter Liz High’s book – 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 — 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

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 you’ll 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! — The Links  (if you can’t 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 week’s episode: Articles: Writing Is Writing, Right? Not If You Want To Keep Your Content Creation Team How a Spoonful of Story Helps Even ‘Boring’ Content Go Down Robert’s links Experience Advisors Mastodon The Content Advisory Blog Experience Advisors Podcast: This Old Marketing  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 Thank You (Falettinme Be Mice Elf Agin) by Sly & The Family Stone on Spotify — You can subscribe to this podcast on Apple, Spotify, Amazon and all good podcasting platforms – or visit https://rockstarcmo.com Learn more about your ad choices. Visit megaphone.fm/adchoices

Welcome to Think Like a Brand, our mid-week quick shot of the Rockstar CMO F’in’ marketing podcast, where we discuss thinking like a brand, specifically in industries that often don’t.  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.  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 — The links: Ian Truscott on LinkedIn, Twitter and the web. Liz High on LinkedIn and Twitter Liz High’s book – 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 — 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

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 “How They Did It: Billion Dollar Insights from the Heart of America” and, as you’ll hear most recently “Right Leader Right Time: Discover Your Leadership Style for a Winning Career and Company”.  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! — The Links  (if you can’t 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 week’s 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 Robert’s The Content Advisory Blog Robert’s latest project: Experience Advisors Robert’s podcast – This Old Marketing  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 Like to Get to Know You Well by Howard Jones on Spotify — You can subscribe to this podcast on Apple, Spotify, Amazon and all good podcasting platforms – or visit https://rockstarcmo.com Learn more about your ad choices. Visit megaphone.fm/adchoices

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! — The Links  (if you can’t 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 week’s 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 Robert’s The Content Advisory Blog Robert’s latest project: Experience Advisors Robert's podcast - This Old Marketing 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 Close to You by Maxi Priest on Spotify — You can subscribe to this podcast on Apple, Spotify, Amazon and all good podcasting platforms – or visit https://rockstarcmo.com Learn more about your ad choices. Visit megaphone.fm/adchoices

In this 7th special mid-week mini-episode, Ian Truscott and Liz High complete their dive into her book “Think Like a Brand, Not a Bank” 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

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 inspired by a Forrester webinar, discuss Marketing Qualified Leads (MQLs) and opportunities. Ian goes backstage with Ariadna Navarro the Chief Growth Officer at strategy and design agency VSA Partners, where she leads strategy, client engagement and business development. Acknowledging the connective tissue between what a brand is and what a brand does, Ari has a unique perspective on where markets are going, what clients need and how a brand can find a moment of differentiation in crowded markets. And you can find her working on projects from IBM to AT&T to Wayfair.  VSA Partners is a strategy and design agency that blends consumer insights and data with human-centred design to activate meaningful, motivating and measurable experiences in an increasingly noisy world. With offices in Chicago, New York and San Francisco, VSA offers a full range of fully integrated capabilities—branding, advertising, data science and technology—all under one roof and is a proud member of Meet The People, an international family of independent agencies. For more than 40 years, VSA has delivered solutions for business and creative leaders at some of the world’s most respected brands and forward-thinking organizations, including Google, Nike and IBM. 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, over a cocktail, Robert points out that it's not just the story but how you tell it. Please get in touch if you have any thoughts or suggestions on the topics we discuss. Enjoy! — The Links (if you can’t see them, please stop by https://rockstarcmo.com) The people: Ian Truscott on LinkedIn and Twitter Jeff Clark on LinkedIn and Twitter Ariadna Navarro on LinkedIn Robert Rose on Twitter and LinkedIn As mentioned in this week’s episode: Forrester Webinar - Goodbye MQLs! Hello Opportunities! VSA Partners Robert’s The Content Advisory Blog Robert’s latest project: Experience Advisors 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 Opportunities by The Pet Shop Boys on Spotify — You can subscribe to this podcast on Apple, Spotify, Amazon and all good podcasting platforms – or visit https://rockstarcmo.com Learn more about your ad choices. Visit megaphone.fm/adchoices

In this sixth special mid-week mini-episode, Ian Truscott continues diving into the book “Think Like a Brand, Not a Bank” with its co-author Liz High and this week, they share the fifth principle discussed in the book: Coach and Compose. Liz has worked with virtually every industry on both the client and agency side, using data-driven insight to help shape content, campaigns and brand value. Her clients have included everyone from tech giants Microsoft, Dell and Amazon to entertainment heavyweight HBO. Her passion and consulting practice is now focused on supporting startup and growth FinTechs, banks and credit unions to innovate, embrace brand thinking, and tell resonant stories that drive growth. In this episode, they discuss the need to help stakeholders and customers to understand your product, brand or great idea. Liz dives into some examples, such as Microsoft, Weight Watchers, ZiFi and Marstone.  Enjoy! You can subscribe to this podcast on Apple, Spotify, Amazon and all good podcasting platforms or drop by https://rockstarcmo.com -- The links: 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

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 discuss the transition that technology companies need to make when they grow beyond selling to their network to needing a sales and marketing function and how they should approach that step. Ian goes backstage with someone very familiar to the Rockstar CMO community, Cathy McKnight, Chief Solver of Problems at The Content Advisory to discuss her podcast, Uncharted Journeys, which celebrates successful women, where Cathy asks each of them six questions about their careers and life, revealing some inspiring stories. Ian turns the table on Cathy and asks her those same questions. 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, over a cocktail, Robert is a bit bah humbug about Halloween and discusses the problem with content that is just an "info dump". Please get in touch if you have any thoughts or suggestions on the topics we discuss. Enjoy! — The Links (if you can’t see them, please stop by https://rockstarcmo.com) The people: Ian Truscott on LinkedIn and Twitter Jeff Clark on LinkedIn and Twitter Cathy McKnight on LinkedIn and Twitter Robert Rose on Twitter and LinkedIn As mentioned in this week’s episode: Cathy's podcast: Uncharted Journeys Robert’s The Content Advisory Blog Robert’s latest project: Experience Advisors 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 Courage - by The Tragically Hip - on Spotify Step It Up by Stereo MC's on Spotify — You can subscribe to this podcast on Apple, Spotify, Amazon and all good podcasting platforms – or visit https://rockstarcmo.com 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

In this fifth special mid-week mini-episode, Ian Truscott continues diving into the book “Think Like a Brand, Not a Bank” with its co-author Liz High and this week they share the fourth principle discussed in the book: Remember, product isn't what it used to be. Liz has worked with virtually every industry on both the client and agency side, using data-driven insight to help shape content, campaigns and brand value. Her clients have included everyone from tech giants Microsoft, Dell and Amazon, to entertainment heavyweight HBO. Her passion and consulting practice is now focused on supporting startup and growth FinTechs, banks and credit unions to innovate, embrace brand thinking, and tell resonant stories that drive growth. In this episode, they discuss values versus value and while a product is a vehicle for value, it does not convey the values of the organization, which Gallup research has shown is important to consumers today. They discuss Studio Bank, a bank for artists and creators who have understood this notion, focusing on the shared values and needs of their target niche and, of course, the poster child for brand purpose and values; Patagonia. Enjoy! You can subscribe to this podcast on Apple, Spotify, Amazon and all good podcasting platforms or drop by https://rockstarcmo.com -- The links: 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

This week our host Ian Truscott finds Jeff Clark, our resident strategic advisor and former Research Director at SiriusDecisions/Forrester, by the Rockstar CMO Swimming Pool, our portal to hell for all the bullshit, over-hyped trends and snake oil that plague the industry we love. Each week our guest makes a nomination for the pool, and Jeff is inspired by Liz High's nomination from episode 133; personalization - should it stay in the pool, or should we fish it out? We then go backstage with Todd Irwin, Chief Strategy Officer and Founder of New York-based brand strategy and creative agency Fazer. Todd has developed a compelling methodology that delivers business-to-brand strategic alignment that positions companies more competitively in their market. Todd brings over 30 years of brand strategy experience, helping big brands such as Coca-Cola, Nikon, Verizon, Walmart, Pepsi, Ann Taylor, Macy’s, Olive Garden, and The New York Times, as well as a host of SMBs and early-stage funded growth companies. Todd shares his secret sauce and approach to branding in this entertaining conversation. Finally, we wind down the week in the Rockstar virtual bar to join Robert Rose, Chief Trouble Maker at The Content Advisory, this week, Robert starts the Halloween holiday with a cocktail and the scary story that is marketing technology. Please get in touch if you have any thoughts or suggestions on the topics we discuss. Enjoy! — The Links (if you can’t see them please stop by https://rockstarcmo.com) The people: Ian Truscott on LinkedIn and Twitter Jeff Clark on LinkedIn and Twitter Todd Irwin on LinkedIn and Twitter Robert Rose on Twitter and LinkedIn As mentioned in this week’s episode: Interview with Liz High in episode 133 Todd's agency - Fazer Robert’s The Content Advisory Blog Robert’s latest project: Experience Advisors 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 Complicated by Avril Lavigne on Spotify — You can subscribe to this podcast on Apple, Spotify, Amazon and all good podcasting platforms – or visit https://rockstarcmo.com Learn more about your ad choices. Visit megaphone.fm/adchoices

In this fourth special mid-week mini-episode, Ian Truscott continues diving into the book “Think Like a Brand, Not a Bank” with its co-author Liz High and they share the third principle discussed in the book: Cue the Remix! Liz has worked with virtually every industry on both the client and agency side, using data-driven insight to help shape content, campaigns and brand value. Her clients have included everyone from tech giants Microsoft, Dell and Amazon, to entertainment heavyweight HBO. Her passion and consulting practice is now focused on supporting startup and growth FinTechs, banks and credit unions to innovate, embrace brand thinking, and tell resonant stories that drive growth. In this episode, Liz discusses that not every idea needs to start with a blank sheet of paper and that the messages, products and services we have can be remixed around the needs of the customer as new offerings, markets, and kinds of consumers emerge. This could lead to creating a sub-brand that aligns with a new set of brand attributes and values, citing some great examples from her clients, from the gig economy, local banks and a new offering for ride-share drivers and the hustle economy. Liz also suggests an approach of making the decisions smaller, that this might not need a big tech investment or consulting firm, but smaller steps, remixing what you've got, busting the silos and thinking about what you could do with what you have. Enjoy! You can subscribe to this podcast on Apple, Spotify, Amazon and all good podcasting platforms. All the links (if you can't see these in your app - drop by https://rockstarcmo.com) Ian Truscott on LinkedIn and Twitter Liz High on LinkedIn and Twitter Liz High’s book – on the web: Think Like a Brand Not a Bank, on Twitter: @Brand_B4_Bank and you can also buy it on Amazon You can find Rockstar CMO on the web, Twitter, and LinkedIn Please get in touch if you have any thoughts or suggestions on the topics we discuss. Learn more about your ad choices. Visit megaphone.fm/adchoices

This week in the Rockstar CMO Marketing Studio, Jeff Clark, our resident strategic advisor and former Research Director at SiriusDecisions/Forrester discusses Influencer marketing in B2B, why it's important and how to approach analysts and industry influencers. Ian Truscott goes backstage with Don Richmond, who is the Chief Marketing Officer of IngredientX, the film and software development studio specializing in blockchain, DeFi (Decentralised finance) and NFT technologies. And, as you will hear, Don the co-creator of Film.io, the world’s most powerful decentralized filmmaking ecosystem that places Hollywood decision-making onto the blockchain and into the hands of creators and fans. Don has had a splendid creative agency marketing career, with over twenty years of experience working with such notables as HBO, DIRECTV, ESPN, Barnes & Noble and Showtime. Including the launch and management of the DIRECTV Sports platform, working with sports legends like Kobe Bryant and Peyton Manning. Finally, we wind down the week in the Rockstar virtual bar to join Robert Rose, Chief Trouble Maker at The Content Advisory, this week, Robert suggests we do a skills audit and the importance of figuring out our strengths and weaknesses. Please get in touch if you have any thoughts or suggestions on the topics we discuss. Enjoy! --- You can subscribe to this podcast on Apple, Spotify, Amazon and all good podcasting platforms – or visit https://rockstarcmo.com --- The Links (if you can't see them - stop by rockstarcmo.com) The people: Ian Truscott on LinkedIn and Twitter Jeff Clark on LinkedIn and Twitter Don Richmond on LinkedIn Robert Rose on Twitter and LinkedIn As mentioned in this week’s episode: Liz High's 5 Principles from Think Like a Brand not a Bank - on this podcast Rockstar CMO indpendent sponsored thought leadership - The Long Plays IngredientX on the web Flim.io on the web and on Twitter Robert’s The Content Advisory Blog Robert’s latest project: Experience Advisors 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 Count on Me by Bruno Mars on Spotify Learn more about your ad choices. Visit megaphone.fm/adchoices

In this third special mid-week mini-episode, Ian Truscott continues diving into the book “Think Like a Brand, Not a Bank” with its co-author Liz High. In this episode, they share the second principle discussed in the book: Embrace Tension and Create Contradictions.  Liz has worked with virtually every industry on both the client and agency side, using data-driven insight to help shape content, campaigns and brand value. Her clients have included everyone from tech giants Microsoft, Dell and Amazon, to entertainment heavyweight HBO. Her passion and consulting practice is now focused on supporting startup and growth FinTechs, banks and credit unions to innovate, embrace brand thinking, and tell resonant stories that drive growth. In this episode, they continue the counter-intuitive thinking conversation from the last episode, encouraging marketers to embrace the tension, learn from other industries with examples from Liz's experience and clients and dare to be different. Enjoy! You can subscribe to this podcast on Apple, Spotify, Amazon and all good podcasting platforms. All the links: Ian Truscott on LinkedIn and Twitter Liz High on LinkedIn and Twitter Liz High’s book – on the web: Think Like a Brand Not a Bank and on Twitter: @Brand_B4_Bank You can also buy it on Amazon And you can find Rockstar CMO on the web, Twitter, and LinkedIn Please get in touch if you have any thoughts or suggestions on the topics we discuss. Learn more about your ad choices. Visit megaphone.fm/adchoices

This week in the Rockstar CMO Marketing Studio, Jeff Clark, our resident strategic advisor and former Research Director at SiriusDecisions/Forrester is inspired by a webinar by Lux Research, "The Hidden Meanings Shaping Consumer Interest in Sustainability", with anthropologist Ujwal Arkalgud and talks about anthropology and feelings in marketing. Ian Truscott goes backstage with a previous guest and his former boss Grant Johnson, who is a serial CMO, currently the CMO of Emburse, he’s held the top marketing job in a string of B2B companies, including Kofax, Pegasystems, SDL and Cylance. You can learn more about Grant from when he first appeared on the show in episode 32, and this time around, they discuss the 5 C's of being a CMO from his new project CMO Mentor. Finally, we wind down the week in the Rockstar virtual bar to join Robert Rose, Chief Trouble Maker at The Content Advisory, this week, Robert suggests we need a plan for our story, learn from Hollywood and get a showrunner to help bring that to our audience. Please get in touch if you have any thoughts or suggestions on the topics we discuss. Enjoy! You can subscribe to this podcast on Apple, Spotify, Amazon and all good podcasting platforms - or visit https://rockstarcmo.com The people: Ian Truscott on LinkedIn and Twitter Jeff Clark on LinkedIn and Twitter Grant Johnson on LinkedIn and Twitter Robert Rose on Twitter and LinkedIn Mentioned in this week’s episode: Lux Research Hidden Meanings Shaping Consumer Interest in Sustainability" with anthropologist Ujwal Arkalgud Grant's company: Emburse Grant's 5 C's of being a CMO from his new project CMO Mentor Drew Neisser's interview on this show and his book, which describes the CATS Framework Robert’s The Content Advisory Blog Robert’s latest project: Experience Advisors 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 Fame by David Bowie on Spotify or YouTube Learn more about your ad choices. Visit megaphone.fm/adchoices

In this second special mid-week mini-episode, Ian Truscott continues to dive into the book “Think Like a Brand, Not a Bank” with its co-author Liz High and in this episode, they share the first principle discussed in the book: Sometimes do the counter-intuitive thing. We first met Liz in episode 133, she has worked with virtually every industry on both the client and agency side, using data-driven insight to help shape content, campaigns and brand value. Her clients have included everyone from tech giants Microsoft, Dell and Amazon, to entertainment heavyweight HBO. Her passion and consulting practice is now focused on supporting startup and growth FinTechs, banks and credit unions to innovate, embrace brand thinking, and tell resonant stories that drive growth. Enjoy! You can subscribe to this podcast on Apple, Spotify, Amazon and all good podcasting platforms. Please get in touch if you have any thoughts or suggestions on the topics we discuss. All the links: Ian Truscott on LinkedIn and Twitter Liz High on LinkedIn and Twitter Liz High’s book – on the web: Think Like a Brand Not a Bank and on Twitter: @Brand_B4_Bank You can also buy it on Amazon And you can find Rockstar CMO on the web, Twitter, and LinkedIn Learn more about your ad choices. Visit megaphone.fm/adchoices

This week Jeff Clark, our resident strategic advisor and former Research Director at SiriusDecisions/Forrester, shares his seven lessons for purchasing marketing technology with Ian Truscott in the Rockstar CMO Marketing Studio, as everything that glitters ain't martech gold. Ian then goes backstage with Max Koziolek, the founder and CEO of the Berlin-based startup Spectrm a conversational marketing platform that powers many of the world's leading chatbots. Marketing teams from disruptors to Fortune 100 companies rely on Spectrm’s platform, conversational AI and customer success to design experiences for their customers. Ian and Max explore what conversational marketing is, why brands need to care, some research that Spectrm have recently published and how this can be applied to B2B. Finally, we wind down the week in the Rockstar virtual bar to join Robert Rose, Chief Trouble Maker at The Content Advisory, this week, Robert discusses the relationship between marketing and the rest of the business and gives some advice on turning marketing stakeholders into investors. Enjoy! You can subscribe to this podcast on Apple, Spotify, Amazon and all good podcasting platforms. Please get in touch if you have any thoughts or suggestions on the topics we discuss. The people: Ian Truscott on LinkedIn and Twitter Jeff Clark on LinkedIn and Twitter Max Koziolek on LinkedIn and Twitter Robert Rose on Twitter and LinkedIn Mentioned in this week’s episode: Jeff's article: Beware the Martech Industrial Complex Spectrm conversational marketing platform Research published by Spectrm: The State of B2C Conversational Marketing Robert’s The Content Advisory Blog Robert’s latest project: Experience Advisors 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 Gold by Prince on Spotify or YouTube Learn more about your ad choices. Visit megaphone.fm/adchoices

In this special mid-week mini-episode, Ian Truscott chats with Liz High an insight ninja, marketing strategist and author, who we met on last week's episode. Liz has worked with virtually every industry on both the client and agency side, using data-driven insight to help shape content, campaigns and brand value. Her clients have included everyone from tech giants Microsoft, Dell and Amazon, to entertainment heavyweight HBO. Her passion and consulting practice is focused on supporting startup and growth FinTechs, banks and credit unions to innovate, embrace brand thinking, and tell resonant stories that drive growth. And she's written a book, Think Like a Brand Not a Bank, about it that we will be serializing here, in this first episode, Ian and Liz dive into some of the data that supports the case for building a brand and Liz's 5 principals for building a brand. Enjoy! All the links: Ian Truscott on LinkedIn and Twitter Liz High on LinkedIn and Twitter Liz High’s book – on the web: Think Like a Brand Not a Bank and on Twitter: @Brand_B4_Bank Kantar 2022 Most Valuable Brands Report Edelman 2022 Trust Barometer Rockstar CMO on the web, Twitter, and LinkedIn Learn more about your ad choices. Visit megaphone.fm/adchoices

This week in the Rockstar CMO Marketing Studio, Jeff Clark, inspired by an article by our chum Forrester's Simon Daniels, gives a primer on Customer Data Platforms (CDPs), discussing why organizations need one and some advice on implementing a CDP strategy and tools. Ian Truscott then goes backstage with Liz High an insight ninja, marketing strategist and author. Liz has worked with virtually every industry on both the client and agency side, using data-driven insight to help shape content, campaigns and brand value. Her clients have included everyone from tech giants Microsoft, Dell and Amazon, to entertainment heavyweight HBO. Her passion and consulting practice is focused on supporting startup and growth FinTechs, banks and credit unions to innovate, embrace brand thinking, and tell resonant stories that drive growth. Based in Seattle, Liz is a lover of the PNW, dogs, Chelsea FC, G&T and wine (not necessarily in that order) and they discuss Liz's new book - Think Like a Brand Not a Bank. Finally, we wind down the week in the Rockstar virtual bar to join Robert Rose, Chief Trouble Maker at The Content Advisory, this week, due to Ian being unable to press the right buttons in Outlook, we dip into the archive and share a great conversation from Episode 28, where Robert discusses buyers needs. Please get in touch if you have any thoughts or suggestions on the topics we discuss. Enjoy! The people: Ian Truscott on LinkedIn and Twitter Jeff Clark on LinkedIn and Twitter Liz High on LinkedIn and Twitter Robert Rose on Twitter and LinkedIn Mentioned in this week’s episode: Simon Daniels - Customer Data Platforms Buy or Build Liz High's book - on the web: Think Like a Brand Not a Bank and on Twitter: @Brand_B4_Bank Rockstar CMO FM - Episode 63 with Misia Tramp Robert’s The Content Advisory Blog Robert’s latest project: Experience Advisors Rockstar CMO: Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all show notes: Rockstar CMO FM Rockstar CMO Advisors 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 Put my To Work by Big Data – on Spotify 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

This week in the Rockstar CMO Marketing Studio, Jeff Clark and Ian Truscott discuss Revenue Operations, resurrect our previous regular feature, and decide if it's a one-hit wonder or Wonderwall. Ian Truscott then goes backstage with Galina Sobolev the CMO of StyleScan and Founder/Creative Director at Single Los Angeles. As you’ll hear, Galina grew up in Ukraine, she learned to sew and crochet from her grandmother, developed a deep love of fashion, and studied at the Fashion Institute of Technology in New York City. She then pursued a career in high-end fashion, creating her own label, Single Los Angeles, a luxury collection for independent, stylish, and passionate women, and she was also a Fashion Designer Finalist on BRAVO's "Launch My Line."  Seeing that the fashion industry was on the precipice of change, Galina recognized a new opportunity at the intersection of fashion and technology and joined StyleScan as CMO, seeking innovative ways for fashion brands to become more inclusive, sustainable, and consumer-centric. Finally, we wind down the week in the Rockstar virtual bar to join Robert Rose, Chief Trouble Maker at The Content Advisory, this week we are transported to Cleveland and find out what his top takeaways are from this week's Content Marketing World. If you have any thoughts or suggestions on the topics we discuss, please let us know. Enjoy! The people: Ian Truscott on LinkedIn and Twitter Jeff Clark on LinkedIn and Twitter Galina Sobolev on LinkedIn and Instagram Robert Rose on Twitter and LinkedIn Mentioned in this week’s episode: StyleScan on the Web, LinkedIn, Instagram and Twitter Content Marketing World Robert’s The Content Advisory Blog Robert’s latest project: Experience Advisors Rockstar CMO: Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all show notes: Rockstar CMO FM Rockstar CMO Advisors 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 I Ran by Flock of Seagulls – on Spotify Learn more about your ad choices. Visit megaphone.fm/adchoices

This week in the Rockstar CMO Marketing Studio, Jeff Clark, former Research Director at SiriusDecisions/Forrester gives his advice on how to work with agencies. Ian Truscott goes backstage with Andrew Davies, who is the Chief Marketing Officer at Paddle a complete payments infrastructure for high-growth software companies, currently serving over 3000 customers. Previously Andrew was VP of Corporate Marketing at Optimizely (formerly Episerver), where he led global strategy for Demand Gen, Brand, Digital, ABM, and Content after they acquired Idio, the business he co-founded. Aside from being a co-founder, as Idio's CMO, Andrew helped build the company from scratch to a market leader in B2B content personalization. And as you’ll hear, during his time at Optimizely, they integrated five acquisitions and rebranded the entire company. Finally, we wind down the week in the Rockstar virtual bar to join Robert Rose, Chief Trouble Maker at The Content Advisory. Over a cocktail, Ian and Robert chat about how we approach content marketing like golf, over a classic cocktail. If you have any thoughts or suggestions on the topics we discuss, please let us know. Enjoy! The people: Ian Truscott on LinkedIn and Twitter Jeff Clark on LinkedIn and Twitter Andrew Davies on LinkedIn and Twitter Robert Rose on Twitter and  LinkedIn Mentioned in this week’s episode: Andrew's company - Paddle Robert’s The Content Advisory Blog Robert’s latest project: Experience Advisors Rockstar CMO: Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all show notes: Rockstar CMO FM Rockstar CMO Advisors 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 Come Together by Marcus Miller – on Spotify Learn more about your ad choices. Visit megaphone.fm/adchoices

This week in the Marketing Studio, Ian Truscott and regular guest rockstar strategy advisor Jeff Clark, former Research Director at SiriusDecisions/Forrester inspired by an article from the Forrester blog, discuss four tips on how product marketing can get off the marketing hamster wheel and focus on growth. Ian then goes backstage with Seth Goldstein, the founder and Principal Creative Director at Goldstein Media, a full-service digital marketing agency located just north of Philadelphia in historic Doylestown, PA. As you’ll hear, recovering journalist Seth specialises in helping start-ups and biotechnology/life science companies get found online using digital marketing strategies. Seth is the host of two podcasts, Entrepreneur's Enigma and Digital Marketing Dive, and for almost a decade has published the popular Marketing Junto newsletter.  Finally, we are transported away to the Rockstar virtual bar to join Robert Rose, Chief Trouble Maker at The Content Advisory. Over a cocktail, Ian and Robert chat about change in organizations and how teams should try something new. If you have any thoughts or suggestions on the topics we discuss, please let us know. Enjoy! The people: Ian Truscott on LinkedIn and Twitter Jeff Clark on LinkedIn and Twitter Seth Goldstein on LinkedIn and Twitter Robert Rose on Twitter and  LinkedIn Mentioned in this week’s episode: Four Tips On Finding — And Spearheading — New Strategies For Growth - Beth Caplow, VP, Principal Analyst, Forrester Seth's company: Goldstein Media Seth's podcasts: Entrepreneur's Enigma and Digital Marketing Dive Marketing Junto newsletter  Robert’s The Content Advisory Blog Robert’s latest project: Experience Advisors Rockstar CMO: Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all show notes: Rockstar CMO FM Rockstar CMO Advisors 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 Solsbury Hill by Peter Gabriel – on Spotify Learn more about your ad choices. Visit megaphone.fm/adchoices

In the Marketing Studio, Ian Truscott and regular guest rockstar strategy advisor Jeff Clark, former Research Director at SiriusDecisions/Forrester discuss investing in our teams and marketing enablement. Ian goes backstage with accomplished marketing and communications professional Irene Nehrkorn-Kayn. If you are a frequent listener, you’ll have heard of Irene as we often mention her as she sends us suggestions and feedback, but what you may not know is that Dusseldorf-based Irene is a dynamic, creative, and goal-oriented international marketing professional with over 15 years of management/leadership experience in business development, marketing, and communications. Irene’s particular expertise is B2B marketing, working with mid-market, international matrix organizations and tech start-ups, where she combines strategic planning and thought leadership with decisive execution to drive growth and competitive advantage. Irene has recently written two straight-talking articles on the trouble with CMOs for our Marketing Street Knowledge blog, and Ian and Irene discuss the points she makes about trust between the CEO and the CMO, 5 CEO no-goes and whether senior marketers need to sell marketing and moderate their language in the C suite. Finally, we are transported away to the Rockstar virtual bar to join Robert Rose, Chief Trouble Maker at The Content Advisory. This week, over a cocktail, he suggests how you execute your content marketing could be a differentiator, not just the content you publish. If you have any thoughts or suggestions on the topics we discuss, please let us know. Enjoy! The people: Ian Truscott on LinkedIn and Twitter Jeff Clark on LinkedIn and Twitter Irene Nehrkorn-Kayn on LinkedIn and Twitter Robert Rose on Twitter and  LinkedIn Mentioned in this week’s episode: The Trouble with CMOs (Part 1) - Irene Nehrkorn-Kayn The Trouble with CMOs (Part2) - Trust Me, I'm a Chef - Irene Nehrkorn-Kayn Robert’s The Content Advisory Blog Robert’s latest project: Experience Advisors Rockstar CMO: Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all show notes: Rockstar CMO FM Rockstar CMO Advisors 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 Learn to Fly by Tom Petty and the Heartbreakers – on Spotify Learn more about your ad choices. Visit megaphone.fm/adchoices

In the Marketing Studio,  Ian Truscott and regular guest rockstar strategy advisor Jeff Clark, former Research Director at SiriusDecisions/Forrester review a nomination for the Rockstar CMO Swimming Pool from Tim Parkin from episode 117: "AI & algorithms are going to save you and replace marketing fundamentals”. Ian goes backstage with Leila Modarres, CMO at Apexon, a digital-first technology services company. Leila oversees Apexon’s global branding and communications, covering everything from market positioning and awareness-building to employer branding and demand generation initiatives. As they discuss, Leila has pioneered a marketing-as-a-service approach and they also discuss attracting and retaining talent, especially the next generation of marketing rockstars. Before Apexon, Leila headed marketing and launched Cumulus Networks, and was the VP of Marketing at DeviceAnywhere, establishing their category leadership and subsequent acquisition by Keynote Systems. Prior to that, Leila held key roles at emerging technology companies Virtual Iron (acquired by Oracle) and PanGo Networks (acquired by InnerWireless). Leila has also created the award-winning YouTube channel DTV, where she interviews customers, partners, and other luminaries to profile their thought leadership and digital expertise. She regularly speaks at events and has received industry recognition for leadership, marketing best practices, and mentoring of female leaders. She was recognized as a Woman of Influence by Silicon Valley Business Journal in 2020. Finally, we are transported away to the Rockstar virtual bar to join Robert Rose, Chief Trouble Maker at The Content Advisory. This week he is inspired by Top Gun and feels the need for conversation, as he encourages marketing and sales to talk to improve content strategy and create content about the content. If you have any thoughts or suggestions on the topics we discuss, please let us know. Enjoy! The people: Ian Truscott on LinkedIn and Twitter Jeff Clark on LinkedIn and Twitter Leila Modarres on LinkedIn and Twitter Robert Rose on Twitter and  LinkedIn Mentioned in this week’s episode: Interview with Tim Parkin on Episode 117 Marketers: Technology May Make Your Job Obsolete; Now Here’s The Good News – from The Forrester Blog Three Mindflaying Facts About AI for B2B Marketers – from The Forrester Blog The Marketing Book Podcast - Marketing Artificial Intelligence with Paul Roetzer Leila's company Apexon Robert’s The Content Advisory Blog Robert’s latest project: Experience Advisors Rockstar CMO: Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all show notes: Rockstar CMO FM Rockstar CMO Advisors 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 Spotify Learn more about your ad choices. Visit megaphone.fm/adchoices

In the Marketing Studio it's planning season, and Ian Truscott and regular guest rockstar strategy advisor Jeff Clark, former Research Director at SiriusDecisions/Forrester are inspired by a blog post from Forrester - Four Common Strategy Mistakes B2B Marketers Make and discuss the difference between planning and strategy. Ian goes backstage with Joyce Yeung, Head of Marketing for 3D-printing start-up Seurat Technologies. As you'll hear, Joyce enjoys partnering with high-growth companies and founders to build their audience and narrative. She is fascinated by the many ways start-ups can evolve into world-changers and believes that people plus passion equals everything.  Joyce gave us a wonderfully short bio, that is just a teaser to a splendid conversation, sharing insight into working with startups, and you need to hear her nomination for the Rockstar CMO Swimming Pool, excellent advice. Finally, we are transported away to the Rockstar virtual bar to join Robert Rose, Chief Trouble Maker at The Content Advisory, for a cocktail and a contrasting story of two clients, with two different marketing technology challenges. If you have any thoughts or suggestions on the topics we discuss, please let us know. Enjoy! The people: Ian Truscott on LinkedIn and Twitter Jeff Clark on LinkedIn and Twitter Joyce Yeung on LinkedIn  Robert Rose on Twitter and  LinkedIn Mentioned in this week’s episode: Four Common Strategy Mistakes B2B Marketers Make – article on The Forrester Blog Joyce's company: Seurat Technologies. Robert’s The Content Advisory Blog Robert’s latest project: Experience Advisors Rockstar CMO: Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all show notes: Rockstar CMO FM Rockstar CMO Advisors 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 Heroes by Moby (planningtorock remix) – on Spotify Learn more about your ad choices. Visit megaphone.fm/adchoices

In the Marketing Studio, Ian Truscott and regular guest rockstar strategy advisor Jeff Clark, former Research Director at SiriusDecisions/Forrester, discuss an article in The Media Leader that claims marketing is facing a talent crisis, and they examine why that might be and what marketing leaders need to do to solve it. Ian goes backstage with an extremely busy marketing leader, Katelyn Sorensen, President of B2B Social at Traject and CEO of social media platforms Loomly and Sendible, managing international teams having recently relocated to the UK. As you’ll hear, Katelyn has had a splendid career, spanning sales and marketing, quickly working through the ranks to Director of Demand Generation for Fierce Inc., a global leadership development and training company, before joining Traject to lead sales and marketing. Katelyn studied psychology and graduated with a cum laude from Whitman College. Finally, we are transported away to the Rockstar virtual bar to join Robert Rose, Chief Trouble Maker at The Content Advisory, for a cocktail and an inspiring thought about inspiration. If you have any thoughts or suggestions on the topics we discuss, please let us know. Enjoy! The people: Ian Truscott on LinkedIn and Twitter Jeff Clark on LinkedIn and Twitter Katelyn Sorensen on LinkedIn and Twitter Robert Rose on Twitter and  LinkedIn Mentioned in this week’s episode: Poor training, no purpose: why marketing faces ‘worst-ever’ talent crisis - article on The Media Leader Why Marketers Need the Marketing Fundamentals - Jeff Clark on Rockstar CMO Katelyn's companies - Traject, Loomly and Sendible Robert’s The Content Advisory Blog Robert’s latest project: Experience Advisors Rockstar CMO: Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all show notes: Rockstar CMO FM Rockstar CMO Advisors 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 Adult Education by Daryl Hall & John Oates – on Spotify Learn more about your ad choices. Visit megaphone.fm/adchoices

In the newly rebranded Marketing Studio, Ian Truscott and regular guest, rockstar strategy advisor Jeff Clark, former Research Director at SiriusDecisions/Forrester, discuss the process of naming a brand, whether it's a company, a product, or a new service that you offer. Ian chats with Michelle Andersen, a marketing communications professional with a career spanning more than 20 years that started as a music publicist, working with Lawrence Welk-owned Vanguard Records, and evolved through working with consumer technology brands from the dawn of the internet, a stint in philanthropy, and now deep into the next iteration of technologies like IoT and Web3. As you’ll hear, her work and career have been led by her passions, almost always involving music and technology. Michelle recently joined NextTech Communications, a women-led agency born from The Bliss Group, as vice president. And we wind down the week in the Rockstar CMO virtual bar with Robert Rose, Chief Trouble Maker at The Content Advisory, who transports us away with a cocktail to discuss how we are all exhausted, but need to raise the bar. If you have any thoughts or suggestions on the topics we discuss, please let us know. Enjoy! The people: Ian Truscott on LinkedIn and Twitter Jeff Clark on LinkedIn and Twitter Michelle Anderson on LinkedIn and Twitter Robert Rose on Twitter and  LinkedIn Mentioned in this week’s episode: How to Choose Your Brand Name in 5 Simple Steps by Katy French on Column Five Media NextTech Communications Robert’s The Content Advisory Blog Robert’s latest project: Experience Advisors Rockstar CMO: Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all show notes: Rockstar CMO FM Rockstar CMO Advisors Track List: Piano Music is by Johnny Easton, shared under a creative commons license We’ll be right back – Stienski & Mass Media – on YouTube Firefly by The Black Angels – on Spotify Pride (In The Name of Love) by U2 – on Spotify Learn more about your ad choices. Visit megaphone.fm/adchoices

This week, as our guest postponed when their neighbor's contractor sliced through their internet, Ian Truscott talks about a recent article he wrote on the importance of brand building - Back to Brand based on a session with the Experience Advisors. In the newly rebranded Marketing Studio, Ian Truscott and regular guest rockstar strategy advisor Jeff Clark, former Research Director at SiriusDecisions/Forrester, discuss getting started with branding, what's different between B2B and B2C, and whether should we focus on product branding or company branding. And we round off the week in the Rockstar CMO virtual bar, where Robert Rose, Chief Trouble Maker at The Content Advisory, transports us away with a classic cocktail from his youth to ponder doing more with less. If you have any thoughts or suggestions on the topics we discuss, please let us know on the links below. Enjoy! The people: Ian Truscott on LinkedIn and Twitter Jeff Clark on LinkedIn and Twitter Robert Rose on Twitter and  LinkedIn Mentioned in this week’s episode: Robert’s The Content Advisory Blog Robert's latest project: Experience Advisors Rockstar CMO: Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all show notes: Rockstar CMO FM Rockstar CMO Advisors Learn more about your ad choices. Visit megaphone.fm/adchoices

As regular guest Jeff Clark is away this week, Ian Truscott is joined by Cathy McKnight, VP of Strategy and Consulting and Chief Solver of Problems with The Content Advisory. They discuss a presentation Cathy gave at the recent Content Tech event and how we need to consider breaking up with our website and taking a content-first approach to our storytelling. Ian's guest this week is Kurt Genden, the co-founder and managing partner of the full-funnel growth marketing firm TrueVoice, translating the “true voice” of their customers into a meaningful, targeted full-funnel marketing strategy that transforms marketing into an engine for growth. Part marketer, part data scientist and part digital anthropologist, Kurt is a seasoned executive with more than three decades of analytical, technical and management expertise. Prior to co-founding TrueVoice, Kurt served in executive planning roles at several global agencies, including Omnicom, Interpublic Group and Edelman. Finally, we retire to the Rockstar CMO virtual bar, where Robert Rose, Chief Trouble Maker at The Content Advisory, transports us away to discuss the sexy business of doing a content audit. The people: Ian Truscott on LinkedIn and Twitter Cathy McKnight on LinkedIn and Twitter Kurt Genden on LinkedIn and Twitter Robert Rose on Twitter and  LinkedIn Mentioned in this week’s episode: Content Tech Cathy’s podcast: Unchartered Journeys The 4 C's Formula: Your building blocks of growth on GoodReads Robert’s The Content Advisory Blog Robert & Cathy’s latest project: Experience Advisory Rockstar CMO: Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all show notes: Rockstar CMO FM Rockstar CMO Advisors 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

This week as his regular guest is away, Ian Truscott is joined by Cathy McKnight, VP of Strategy and Consulting and Chief Solver of Problems with The Content Advisory and they discuss the seven things to consider in building a bedrock for long-term digital success, based on a presentation Cathy gave at the recent Content Tech event. Ian’s guest is James Scherer, VP of Growth at content marketing agency Codeless. As you’ll hear he has been a writer, editor, and inbound marketer since 2013, and loves to see brands grow through content. They chat about his role as VP of Growth, content marketing and the pillar and post content strategy James implements with his clients. Finally, we retire to the Rockstar CMO virtual bar, where Robert Rose, Chief Trouble Maker at The Content Advisory discusses knowing what you don't know over a cocktail in the virtual Rockstar CMO bar. The people: Ian Truscott on LinkedIn and Twitter Cathy McKnight on LinkedIn and Twitter James Scherer on LinkedIn and Twitter Robert Rose on Twitter,  LinkedIn, and The Content Advisory Mentioned in this week’s episode: Content Tech Cathy's article Navigating the Content Iceberg Cathy's podcast: Unchartered Journeys The Johari Window Model on Wikipedia Robert’s The Content Advisory Blog Robert & Cathy's latest project: Experience Advisory Rockstar CMO: Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all show notes: Rockstar CMO FM Rockstar CMO Advisors Music: Piano Music is by Johnny Easton, shared under a creative commons license Stienski & Mass Media – We’ll be right back on YouTube Lessons in Love by Level 42 on Spotify Learn more about your ad choices. Visit megaphone.fm/adchoices

This week Ian Truscott and regular guest, rockstar strategy advisor Jeff Clark, former Research Director at SiriusDecisions/Forrester, discuss the difficult skill of knowing when to say no as a marketer. Ian's guest is Rebecca Biestman, the Chief Marketing Officer at Reputation. Rebecca has had a fabulous marketing career, holding B2B marketing leadership positions at Dialpad and RMS, prior to Reputation. Before moving to B2B tech, Rebecca specialized in B2C marketing for CPG and retail, working for Earth Essentials and Gap. This is her third time on the show, we explored Rebecca’s impressive career in Episode 93, discussed successful CSR programs in Episode 99 and this week we chat about the role of marketing and brand when defining the corporate strategy. Finally, we retire to the Rockstar CMO virtual bar, where Robert Rose discusses an article from the Drum and discusses if we can do both growth marketing and do this with a purpose. The people: Ian Truscott on LinkedIn and Twitter Rebecca Biestman on LinkedIn and Twitter Robert Rose on Twitter,  LinkedIn, and The Content Advisory Mentioned in this week’s episode: The Hidden Brain podcast Article by Robert - on the Content Marketing Institute website - Is Purpose-Led Marketing a Growth Killer? Article from The Drum - P&G’s Marc Pritchard: ‘the industry has gone too far with purpose marketing’ Marc Pritchard's speech at Vivatech - Brands for Growth and Good Robert’s The Content Advisory Blog Robert’s latest project: Experience Advisory Rockstar CMO: Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all show notes: Rockstar CMO FM Rockstar CMO Advisors Music: Piano Music is by Johnny Easton, shared under a creative commons license Stienski & Mass Media – We’ll be right back on YouTube Shout by Tears for Fears on Spotify Learn more about your ad choices. Visit megaphone.fm/adchoices

This week Ian Truscott and regular guest, rockstar strategy advisor Jeff Clark, former Research Director at SiriusDecisions/Forrester, take their monthly trip to the Rockstar CMO Swimming Pool, our portal to hell for all the BS, snake oil, and over-hyped trends that plague this industry we love. In this episode, they review a couple of nominations from Cathy McKnight and Harry Morton and discuss measuring the amount of content we put in the commoditized content sausage factory. This week's guest is Christopher P. Willis, Acrolinx's Chief Marketing Officer, who was last on the show in episode 85. Chris has over 20 years of experience growing companies in the technology sector and held leadership roles in marketing, creative, technical, and business development at companies including Perfecto, Pyxis Mobile, KPMG-CT, ModelGolf, and Cambridge Technology Group. Chris is a recognized thought leader in AI, DEI, and Content Governance. He is active within industry groups dedicated to the growth and health of Marketing Technology and the verticals he serves. Ian and Chris discuss his sales velocity metric, the role of the Chief Pipeline Officer, and the relationship between the CMO and CRO. Finally, we retire to the Rockstar CMO virtual bar, where Robert Rose tells a story about fish over a cocktail.  The people: Ian Truscott on LinkedIn and Twitter  Chris P. Willis on LinkedIn and Twitter Robert Rose on Twitter,  LinkedIn, and The Content Advisory  Mentioned in this week's episode: Previous interviews with Cathy McKnight (Episode 106) and Harry Morton (Episode 116) Last interview with Chris Willis Chris chatting with Drew Neisser on Renegade Marketers Unite Acrolinx Robert talks about the fish in water story in the CMI Newsletter Robert's The Content Advisory Blog Robert's latest project: Experience Advisory Rockstar CMO: Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all show notes: Rockstar CMO FM Rockstar CMO Advisors Music: Piano Music is by Johnny Easton, shared under a creative commons license Stienski & Mass Media – We'll be right back on YouTube Too Much by the Dave Matthews Band on Spotify Learn more about your ad choices. Visit megaphone.fm/adchoices

This week Ian Truscott and regular guest, rockstar strategy advisor Jeff Clark, former Research Director at SiriusDecisions/Forrester, discuss a recent report published by LinkedIn - The 5 Principles Of Growth In B2B Marketing - Empirical Observations on B2B Effectiveness. Ian chats with one of his favourite industry chums, Cathy McKnight, VP of Strategy and Consulting and Chief Solver of Problems with The Content Advisory who returns for her fourth appearance on the show. Cathy has over 20 years of global experience and expertise in content strategy, content management, intranets, customer experience and the tech that help make these things happen. With this experience, she has helped dozens of companies realize their content, marketing and communication objectives, leading strategic business transformation initiatives and the detailed execution of enterprise technology implementations. This week they discuss her passion project, Unchartered Journeys, a podcast telling the stories of some amazing women. Finally, Ian winds down the week in the Rockstar CMO virtual bar with Robert Rose, the Chief Trouble Maker at The Content Advisory. We stay close to home for a virtual cocktail as Robert shares five questions we should ask ourselves as we head to the middle of the year and shares a little bit about a new project - Experience Advisors.   Enjoy!   The people: Ian Truscott on LinkedIn and Twitter Jeff Clark on LinkedIn and Twitter Cathy McKnight on LinkedIn and Twitter Robert Rose on Twitter and LinkedIn   The mentions: Rockstar CMO Advisors The 5 Principles Of Growth In B2B Marketing - Empirical Observations on B2B Effectiveness Ian's interview with Irene Nehrkorn-Kayn The revamped Rockstar CMO blog Cathy's project: Unchartered Journeys Robert's project: Experience Advisors. Robert’s The Content Advisory Blog   The music: Piano Music is by Johnny Easton, shared under a creative commons license Stienski & Mass Media – We’ll be right back on YouTube Mad Men Theme - RJD2's Beautiful Mine on YouTube Learn more about your ad choices. Visit megaphone.fm/adchoices

This week Ian Truscott and regular guest, rockstar strategy advisor Jeff Clark, former Research Director at SiriusDecisions/Forrester, discuss 5 soft spots when implementing marketing technology, with something special when Jeff chooses this week's tune. Ian’s guest this week is Melissa Moody, Co-founder and Head of Marketing at Gated, a high-growth startup that reduces unwanted emails in your inbox and benefits charities. Melissa is a relentless advocate for user-first marketing and giving everyone the ability to focus, in an increasingly distracted world. Prior to Gated, Melissa spent 13 years at Google leading industry marketing and mobile web partnerships for some of the world's largest travel companies. Ian and Melissa talk about the Gated product that launched in March, her inspiration to choose marketing over teaching, her time at Google, and she has a fantastic nomination for the Rockstar CMO Swimming Pool. Finally, Ian winds down the week in the Rockstar CMO virtual bar with Robert Rose, the Chief Trouble Maker at The Content Advisory and we are whisked away for a cocktail as Robert shares his take on finding your company why. Enjoy!   The people: Ian Truscott on LinkedIn and Twitter Jeff Clark on LinkedIn and Twitter Melissa Moody on LinkedIn and Twitter Robert Rose on Twitter and LinkedIn   The mentions: Rockstar CMO Advisors The revamped Rockstar CMO blog The Gated website Melissa and Gated on TikTok - FindYourFocus Melissa at the Bay Area Content Marketing Meetup on Youtube Robert’s The Content Advisory Blog Robert’s podcast with Joe Pulizzi – This Old Marketing   The music: Piano Music is by Johnny Easton, shared under a creative commons license Stienski & Mass Media – We’ll be right back on YouTube Learn more about your ad choices. Visit megaphone.fm/adchoices

This week Ian Truscott and regular guest, rockstar strategy advisor Jeff Clark, former Research Director at SiriusDecisions/Forrester discuss tackling the martech industrial complex, with 6 steps for evaluating your current marketing technology and need for new tools. Ian’s guest this week is Tim Parkin a global consultant, advisor, and executive coach. By applying more than 20 years of experience merging behavioral psychology and technology, he specializes in helping global brands and award-winning agencies optimize performance and accelerate growth. Tim has contributed to AdWeek, Forbes, MarTech and TechCrunch, among others, He is a member of the American Marketing Association, and the Society for the Advancement of Consulting, and was inducted into the Million Dollar Consulting Hall of Fame. Finally, Ian winds down the week in the Rockstar CMO virtual bar with Robert Rose, the Chief Trouble Maker at The Content Advisory for a cocktail and a thought for the week, which this week is about investing in brand awareness. Enjoy! The people: Ian Truscott on LinkedIn and Twitter Jeff Clark on LinkedIn and Twitter Tim Parkin on LinkedIn and Twitter Robert Rose on Twitter and LinkedIn The mentions: Rockstar CMO Advisors The revamped Rockstar CMO blog Tim's website Robert’s The Content Advisory Blog Robert’s podcast with Joe Pulizzi – This Old Marketing The music: Piano Music is by Johnny Easton, shared under a creative commons license Stienski & Mass Media – We’ll be right back on YouTube Machine by Imagine Dragons – on Spotify Learn more about your ad choices. Visit megaphone.fm/adchoices

This week Ian Truscott and regular guest, rockstar strategy advisor Jeff Clark, former Research Director at SiriusDecisions/Forrester discuss Winning During Changing Times, covering Jeff's recent article he's published on our recently revamped Rockstarcmo.com. Ian's guest this week is Harry Morton, the founder and CEO of Lower Street, a podcast production agency specializing in creating shows for agencies, startups and enterprise clients. Harry and his team of producers, audio engineers, and marketers have launched more than 50 podcasts and produced thousands of episodes. Their client roster includes the #1 UK business podcast Secret Leaders, brands like Hewlett-Packard Enterprise and Stanford Graduate School of Business, as well as multiple hugely successful agency podcasts. Finally, Ian winds down the week with his content marketing guru, Robert Rose, the Chief Trouble Maker at The Content Advisory in the Rockstar CMO virtual bar, where, over a cocktail, they tackle the challenge of this marketing age; personalization. Enjoy!   The people: Ian Truscott on LinkedIn and Twitter  Jeff Clark on LinkedIn and Twitter Harry Morton on LinkedIn and Twitter Robert Rose on Twitter and LinkedIn   The mentions: Rockstar CMO Advisors Winning During Changing Times on Rockstar CMO blog Harry's agency: Lower Street Robert's The Content Advisory Blog Robert's article on Content Marketing Institute To Date or Not to Date Robert's podcast with Joe Pulizzi - This Old Marketing     The music: Piano Music is by Johnny Easton, shared under a creative commons license Stienski & Mass Media - We'll be right back on YouTube Change Will Do You Good - Cheryl Crow - on Spotify Learn more about your ad choices. Visit megaphone.fm/adchoices

This week Ian Truscott and regular guest, rockstar strategy advisor Jeff Clark, former Research Director at SiriusDecisions/Forrester discuss a new kid on the acronym block - PLG, Product Led Growth, covering Ian's recent article on the topic. Ian's guest this week is Simon Severino who is an author and CEO of Strategy Sprints. He helps business owners in SaaS and Services run their company more effectively which results in sales that soar, by getting owners out of the weeds through his Strategy Sprints™ Method. His team is trusted by Google, Roche, Amgen, AbbVie and hundreds of frontier teams. Simon hosts his Strategy Sprints podcast, is a TEDx speaker, writes for Forbes and Entrepreneur Magazine and is now on Rockstar CMO FM! Finally, Ian winds down the week with his content marketing guru, Robert Rose, the Chief Trouble Maker at The Content Advisory in the Rockstar CMO virtual bar, where, over a cocktail, they discuss our dependency on data. Enjoy! The people: Ian Truscott on LinkedIn and Twitter  Jeff Clark on LinkedIn and Twitter Simon Severino on LinkedIn and Twitter Robert Rose on Twitter and LinkedIn   The mentions: Rockstar CMO Advisors What F' is PLG - on the Rockstar CMO blog Product Led Growth on Open Ventures Product Led Growth article on Venture Beat Simon's agency: Strategy Sprints Simon's book (from Kogan Page) and podcast Robert's The Content Advisory Blog Robert's article on Content Marketing Institute To Date or Not to Date Robert's podcast with Joe Pulizzi - This Old Marketing  Dennis Shiao on Twitter and his Content Corner Newsletter    The music: Piano Music is by Johnny Easton, shared under a creative commons license Stienski & Mass Media - We'll be right back on YouTube Smashing Pumpkins - Tonight Tonight - on Spotify Learn more about your ad choices. Visit megaphone.fm/adchoices

This week Ian Truscott and regular guest, rockstar strategy advisor Jeff Clark, former Research Director at SiriusDecisions/Forrester take a dip into the Rockstar CMO Swimming Pool to review some of the nominations from our guests for our portal to hell for all the BS, snake oil and overhyped trends that plague this industry we love. Should we be fishing out ABM that Kerry Cunningham and Chris Lynch nominated in episode 105 and 102? Ian's guest this week is Lori Jones, the president and CEO of Avocet Communications has more than 25 years of experience in all aspects of marketing, advertising, PR, and social media bringing her strong understanding of today’s consumer and the marketplace and an attitude of resisting “business as usual” thinking to local and well-known brands. We discuss running her agency, which her father founded in 1980, the changes that she has seen in terms of the value agencies provide, managing agency relationships and her mantra of constantly learning based on advice that she feels is a gift from her father. Finally, Ian winds down the week with his content marketing guru, Robert Rose, the Chief Trouble Maker at The Content Advisory in the Rockstar CMO virtual bar, where, over a cocktail, they ponder whether we should date our content and is this the secret to making it evergreen. Enjoy!   The people: Ian Truscott on LinkedIn and Twitter  Jeff Clark on LinkedIn and Twitter Lori Jones on LinkedIn and Twitter Robert Rose on Twitter and LinkedIn The mentions: Rockstar CMO Advisors Discussing AMB with Kerry Cunnigham in Episode 105 and Chris Lynch in Episode 102 Lori Jones' agency: Avocet Communications The Integrate & Insight Podcast Robert's The Content Advisory Blog Robert's article on Content Marketing Institute To Date or Not to Date Robert's podcast with Joe Pulizzi - This Old Marketing  Dennis Shiao on Twitter and his Content Corner Newsletter  The music: Piano Music is by Johnny Easton, shared under a creative commons license Stienski & Mass Media - We'll be right back on YouTube Avril Lavigne - Head Above Water - on Spotify Learn more about your ad choices. Visit megaphone.fm/adchoices

This week, in a change to the usual setlist; Ian Truscott and regular guest, Jeff Clark, rockstar strategy advisor and former Research Director at SiriusDecisions/Forrester are joined by Simon Daniels a friend of the show, previous guest, marketing operations leader and co-host of the podcast What's MOps Got To Do With It and they discuss all things marketing operations (which you may recall is our 5th F'in' Marketing Fundamental) from defining its role, aligning with the business, the skills needed and what a CMO should not be asking their MOps team to do. And it wouldn't be Friday without Ian winding down the week with his content marketing guru, Robert Rose, the Chief Trouble Maker at The Content Advisory in the Rockstar CMO virtual bar, where, over a cocktail, they ponder Elon Musk buying Twitter, how he's decided he no longer wants to rent that land and what this means for the rest of us. Enjoy!    The people: Ian Truscott on LinkedIn and Twitter  Jeff Clark on LinkedIn and Twitter Simon Daniels on LinkedIn and Twitter Robert Rose on Twitter and LinkedIn   The mentions: What's MOPS Got to Do With It with Simon Daniels & Karla Wentworth Simon on Episode 37 Robert's The Content Advisory Blog Robert's podcast with Joe Pulizzi - This Old Marketing    The music: Piano Music is by Johnny Easton, shared under a creative commons license Stienski & Mass Media - We'll be right back on YouTube Operation Blade (Bass In The Place) by Public Domain - on Spotify   Previous episodes, show notes and transcripts are on Rockstar CMO FM and the podcast is available on all your favorite platforms, including Apple and Spotify. 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

This week Ian Truscott chats with our regular guest, rockstar strategy advisor Jeff Clark, former Research Director at SiriusDecisions/Forrester as he shares some practical tips for brand research and measurement. Ian's guest this week is Matthew Woodget, a technologist, marketer, and storyteller whose marketing pedigree spans over 20 years. He heads up Go Narrative, where he helps marketers and entrepreneurs reduce frustration, increase reach and drive growth using story structures. He's a status quo challenger who is passionate about finding a better way to clarity. They talk about brand storytelling, his 3D model, how to simplify the process and some tips from his book "Storytelling For Action Playbook: The No BS Guide for Crafting Business Stories That Increase Demand and Accelerate Sales Velocity" Finally, Ian winds down the week with his content marketing guru, Robert Rose, the Chief Trouble Maker at The Content Advisory in the Rockstar CMO virtual bar, where, over a cocktail, they ponder the role of technology in content production. Enjoy!   The people: Ian Truscott on LinkedIn and Twitter  Jeff Clark on LinkedIn and Twitter Matthew Woodget on LinkedIn and Twitter Robert Rose on Twitter and LinkedIn The mentions: Rockstar CMO Advisors Matthew's agency - Go Narrative Matthew's Storytelling For Action Playbook - available on Barnes and Noble (and others) Robert's The Content Advisory Blog Robert's podcast with Joe Pulizzi - This Old Marketing  Robert's new series on YouTube with the Content Marketing Institute  The music: Piano Music is by Johnny Easton, shared under a creative commons license Stienski & Mass Media - We'll be right back on YouTube The Pretender - The Foo Fighters - on Spotify Learn more about your ad choices. Visit megaphone.fm/adchoices

This week our rockstar strategy advisor Jeff Clark, former Research Director at SiriusDecisions/Forrester, brings a copy of the New York Times magazine to the penthouse. He and Ian discuss the article "A.I. Is Mastering Language. Should We Trust What It Says?" (subscription required) and how this impacts marketers. Ian's guest this week is Brand Marketing Director Jo Janssen. Jo has a fabulous marketing career, working in B2C and has driven over £20 million annual revenue increases for multiple foods and drinks businesses, including Nestlè, Cadbury, Walkers Crisps, Guinness, Foster's beer, and Jameson Irish Whiskey. Jo joins Ian for her podcasting debut to share her approach to collaborating with the business to drive performance through product innovation and the delivery of strategies that solve consumer challenges.  Finally, Ian winds down the week with his content marketing guru, Robert Rose, the Chief Trouble Maker at The Content Advisory in the Rockstar CMO virtual bar where, over a cocktail, they chat about listening while waiting to speak. Enjoy! The people: Ian Truscott on LinkedIn and Twitter  Jeff Clark on LinkedIn and Twitter Jo Janssen on LinkedIn Robert Rose on Twitter and LinkedIn The mentions: Rockstar CMO Advisors The story of the big fish from an Avis ad  The Pyramid Principle (a summary article on LinkedIn) The Conversion Code Robert's The Content Advisory Blog Robert's podcast with Joe Pulizzi - This Old Marketing  Robert's new series on YouTube with the Content Marketing Institute   The music: Piano Music is by Johnny Easton, shared under a creative commons license Stienski & Mass Media - We'll be right back on YouTube Walk like an Egyptian - The Bangles - on Spotify Learn more about your ad choices. Visit megaphone.fm/adchoices

This week our resident marketing sage Jeff Clark, former Research Director at SiriusDecisions/Forrester, brings another book to the Rockstar CMO penthouse as we dip into another classic, "The Pyramid Principle” by Barbara Minto. He and Ian Truscott discuss this structure and approach to storytelling, whether for an email or your content strategy. Ian's guest this week is Chris Smith. Chris is the co-founder of Curaytor, a US real estate marketing solution that helps listing agents attract more listings and the author of The Conversion Code, a fabulous book that is taught at colleges like Johns Hopkins University, the second edition of which is out shortly. Unlike some theoretical marketers, Chris has drunk his own champagne and used the blueprint he shares in his book to quickly grow his own company to eight figures in annual recurring revenue without raising any venture capital. His work has been featured in Adweek, Forbes, Fortune, and many other publications, and he has been a guest lecturer at NYU. In an enjoyable interview, they discuss the practical tips in the book, and Chris has an excellent nomination for the Rockstar CMO Swimming Pool, our portal to marketing hell. Finally, Ian winds down the week with his content marketing guru, Robert Rose, the Chief Trouble Maker at The Content Advisory who transports the Rockstar CMO virtual bar to a fabulous location for a cocktail to discuss the challenge of managing up. Enjoy!  The people: Ian Truscott on LinkedIn and Twitter  Jeff Clark on LinkedIn and Twitter Chris Smith on LinkedIn and Twitter Robert Rose on Twitter and LinkedIn The mentions: Rockstar CMO Advisors The story of the big fish from an Avis ad The Pyramid Principle (a summary article on LinkedIn) The Conversion Code Robert's The Content Advisory Blog Robert's podcast with Joe Pulizzi - This Old Marketing  Robert's new series on YouTube with the Content Marketing Institute  The music: Piano Music is by Johnny Easton, shared under a creative commons license Stienski & Mass Media - We'll be right back on YouTube Walk like an Egyptian - The Bangles - on Spotify This episode was supported by Storyblok and their new report - The State of Content Management Report.  Previous episodes, show notes and transcripts are on Rockstar CMO FM and the podcast is available on all your favorite platforms, including Apple and Spotify. Learn more about your ad choices. Visit megaphone.fm/adchoices