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...
Oct 29, 2022•1 hr 13 min•Season 1Ep. 138
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, ...
Oct 26, 2022•21 min•Season 2Ep. 5
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 To...
Oct 22, 2022•1 hr 7 min•Season 1Ep. 137
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 p...
Oct 19, 2022•23 min•Season 2Ep. 4
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 ...
Oct 15, 2022•1 hr 11 min•Season 1Ep. 136
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 Amazo...
Oct 12, 2022•23 min•Season 2Ep. 3
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 ...
Oct 08, 2022•1 hr 7 min•Season 1Ep. 135
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 ...
Oct 05, 2022•23 min•Season 2Ep. 2
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 F...
Oct 01, 2022•1 hr 4 min•Season 1Ep. 134
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 a...
Sep 28, 2022•25 min•Season 2Ep. 1
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, ca...
Sep 24, 2022•1 hr 14 min•Season 1Ep. 133
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 Technolo...
Sep 17, 2022•1 hr 7 min•Season 1Ep. 132
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...
Sep 10, 2022•1 hr 11 min•Season 1Ep. 131
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...
Sep 03, 2022•1 hr 6 min•Season 1Ep. 130
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 dynami...
Aug 27, 2022•1 hr 8 min•Season 1Ep. 129
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...
Aug 20, 2022•1 hr 6 min•Season 1Ep. 128
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 ...
Aug 13, 2022•1 hr 4 min•Season 1Ep. 127
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 , managi...
Aug 06, 2022•1 hr 10 min•Season 1Ep. 126
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 wor...
Jul 30, 2022•1 hr 3 min•Season 1Ep. 125
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 wh...
Jul 23, 2022•52 min•Season 1Ep. 124
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 , translatin...
Jul 16, 2022•1 hr 9 min•Season 1Ep. 123
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...
Jul 09, 2022•1 hr 12 min•Season 1Ep. 122
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, work...
Jul 02, 2022•1 hr 4 min•Season 1Ep. 121
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 gues...
Jun 25, 2022•1 hr 11 min•Season 1Ep. 120
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 y...
Jun 18, 2022•1 hr 11 min•Season 1Ep. 119
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 Mood y, 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 e...
Jun 11, 2022•1 hr 11 min•Season 1Ep. 118
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-wi...
Jun 04, 2022•1 hr 7 min•Season 1Ep. 117
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...
May 28, 2022•1 hr 12 min•Season 1Ep. 116
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 Strat...
May 21, 2022•1 hr 9 min•Season 1Ep. 115
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...
May 14, 2022•1 hr 8 min•Season 1Ep. 114
