This week in the Marketing Studio, host Ian Truscott and Rockstar CMO Strategy Advisor Jeff Clark are inspired by an article on the Forrester blog by Jessie Johnson, Principal Analyst at Forrester - Let’s Chat About B2B Personalization - so they did. Ian then goes backstage with David Allison , a human values expert, global researcher and best-selling author. As the founder of the Valuegraphics Project, the first global inventory of core human values, David has made values into a measurable busi...
Apr 29, 2023•1 hr 15 min•Season 1Ep. 164
This week in the Marketing Studio host Ian Truscott and Rockstar CMO Strategy Advisor Jeff Clark are inspired by a nomination for the Rockstar CMO Swimming Pool from episode 131 by Andrew Davies - Chief Marketing Officer at Paddle. Andrew nominated "vendors creating categories", and they discussed this from both the buyers and the vendor's perspectives. Ian then goes backstage with Rachel Miller , the Founder of Swayd and, who long time followers of our publication and podcast, might know as a B...
Apr 22, 2023•1 hr 13 min•Season 1Ep. 163
This week Jeff Clark (our resident Rockstar CMO Strategic Advisor and former Research Director at Forrester) shares some relationship advice for marketers, with seven tips for working more closely with sales. Ian then goes backstage with Adeola Sole , a CRM expert and the founder of Strategy CRM , an email consultancy agency. Adeola has advised on successful data-led, eCRM strategies and implemented growth opportunities whilst always having the customer journey as a key focus. A successful appro...
Apr 15, 2023•1 hr 10 min•Season 1Ep. 162
This week there is a bit of a measurement theme as Jeff Clark (our resident Rockstar CMO Strategic Advisor and former Research Director at Forrester) continues to dive into marketing metrics, sharing the next steps after you've developed your goals and OKRs and how to share those with your executive team in what he describes as "Selling Your Story of Success in Six Steps". Ian then goes backstage with Courtney Lindau , the Head of Practice for Web Analytics and Business Intelligence at Nimble Gr...
Apr 08, 2023•1 hr 7 min•Season 1Ep. 161
This week Jeff Clark (our resident Rockstar CMO Strategic Advisor and former Research Director at Forrester) is back in the Marketing Studio. Following his conversation with Ian last week about OKRs, he takes us through his five principles for creating marketing goals and metrics. Ian then goes backstage with Brittany Murphy , Marketing Director at One Thing Marketing , where she focuses on helping home service business owners get their phones to ring with new leads. As you’ll hear in this fun c...
Apr 01, 2023•1 hr 11 min•Season 1Ep. 160
This week Jeff Clark (our resident Rockstar CMO Strategic Advisor and former Research Director at Forrester) is back in the Marketing Studio, and Jeff and Ian discuss OKR (Objectives and Key Results), a methodology for aligning marketing with the business. Ian then goes backstage with Yash Chavan , Founder of SARAL , a tool that makes finding, managing, and monetizing influencers simple for consumer brands. Yash is a marketer at heart but an engineer by training. After starting his career in sal...
Mar 25, 2023•1 hr 8 min•Season 1Ep. 159
As Jeff is still away, Ian Truscott has an extended conversation with long-time industry chum, analyst, author, speaker and DAM expert Theresa Regli , Chief Strategist at Vox Veritas Digital . Theresa helps companies plan and optimize their digital asset & media management strategy and implement DAM and MarTech programs for long-term success. She is the world’s leading expert in the DAM vendor marketplace, advising on over 300 DAM system procurements since 2008 while authoring extensive in-d...
Mar 18, 2023•1 hr 9 min•Season 1Ep. 158
Something a bit different this week as Jeff is away, Ian Truscott has an extended conversation with The Content Advisory ’s Chief Problem Solver and Lead Analyst, Cathy McKnight , who’s been a regular on the show and with TCA’s Chief Trouble Maker, Robert Rose in the bar, we have ourselves a TCA takeover! Cathy helps organizations transform how they approach content operations and technology to enable their business strategy and improve performance. She has 20-plus years of global experience and...
Mar 11, 2023•1 hr 2 min•Season 1Ep. 157
This week in the Marketing Studio with Jeff Clark (our resident Rockstar CMO Strategic Advisor and former Research Director at Forrester) Ian Truscott asks how to build an effective marketing team. and Jeff shares five steps to putting your marketing band together, whether you are a startup or an established team. Founder of Vincita , business and success coach Caroline Kay returns backstage for the third time after previous appearances on episodes 20 and 45 . Ian and Caroline discuss her approa...
Mar 04, 2023•1 hr 11 min•Season 1Ep. 156
In the Marketing Studio this week, Ian Truscott and Jeff Clark , our resident Rockstar CMO Strategic Advisor and former Research Director at Forrester, guide us through the what, why and how of defining an Ideal Customer Profile (ICP). Ian then goes backstage with Brandi Johnson , CEO of The Coupon Bureau . A fascinating non-profit tech platform that connects manufacturers, retailers, and consumers with the new Universal Digital Coupon. As you’ll hear, we get a startup CEO’s perspective on marke...
Feb 25, 2023•1 hr 13 min•Season 1Ep. 155
In the Marketing Studio this week, Ian Truscott and Jeff Clark , our resident Rockstar CMO Strategic Advisor and former Research Director at SiriusDecisions/Forrester, developing a personal brand for your executives. Why you should and how to do it. Ian then goes backstage with Emmanuel Probst , the Global Lead, Brand Thought-Leadership at Ipsos , he’s also an adjunct professor at the University of California, where he teaches Consumer Market Research, and he’s a Wall Street Journal and USA Toda...
Feb 18, 2023•1 hr 13 min•Season 1Ep. 154
In the Marketing Studio this week, Ian Truscott and Jeff Clark , our resident Rockstar CMO Strategic Advisor and former Research Director at SiriusDecisions/Forrester, discuss things to consider if you are considering launching a podcast as part of your B2B marketing. Ian then goes backstage with Dan White, a marketing and insights innovator, for nearly 30 years, Dan was a one-company man with Kantar Millward Brown a multinational market research firm specializing in advertising effectiveness, s...
Feb 11, 2023•1 hr 16 min•Season 1Ep. 153
It's groundhog day in the Marketing Studio this week, Ian Truscott and Jeff Clark , our resident Rockstar CMO Strategic Advisor and former Research Director at SiriusDecisions/Forrester, talk about the recurring theme of marketing doing more with less. Ian then goes backstage with Izzy House . With over 20 years of experience in public affairs, outreach, and marketing, Izzy is the author of two books on Space Marketing and is the host of the Space Marketing Podcast . With this extensive marketin...
Feb 04, 2023•57 min•Season 1Ep. 152
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, reboot the Rockstar CMO 5 F'in' Marketing Fundamentals. Ian then goes backstage with Shamir Duverseau, the Managing Director, Chief Strategist & Co-founder of Smart Panda Labs , a digital experience agency that helps B2C enterprise marketers navigate digital transformation to create experiences their customer's demand...
Jan 28, 2023•1 hr 9 min•Season 1Ep. 151
This week we are back in the Marketing Studio with Jeff Clark , our resident Rockstar CMO Strategic Advisor and former Research Director at SiriusDecisions/Forrester, to discuss the temptation of product-based campaigns in B2B, how we should pivot to being customer focused and the implications on organization, goals and budget in doing that. Ian then goes backstage with Leslie Semegran , CMO of the Veterneriary Emergency Group . Leslie joined VEG in 2019 after working in B2C and B2B Marketing fo...
Jan 21, 2023•1 hr 8 min•Season 1Ep. 150
This week we are back in the Marketing Studio with Jeff Clark , our resident Rockstar CMO Strategic Advisor and former Research Director at SiriusDecisions/Forrester, who shares his four steps for creating campaigns that deliver ART - Awareness Revenue & Trust. Oh, and he adds an E for Enablement to our acronym. Ian then goes backstage with Aaron Templer , who is an unapologetic eclectic having studied music and English literature and earned an MBA, Aaron is a 25-year marketing leader, a mar...
Jan 14, 2023•1 hr 11 min•Season 1Ep. 149
In a packed episode in our first show of 2023, Seth Goldstein , the founder and Principal Creative Director at Goldstein Media drops by with a prediction for the new year. We are back in the Marketing Studio with Jeff Clark , our resident Rockstar CMO strategic advisor and former Research Director at SiriusDecisions/Forrester, who shares with our host Ian Truscott three new year's resolutions for marketers, with advice to give some new year love to our customers. Ian then goes backstage with Mat...
Jan 07, 2023•1 hr 16 min•Season 1Ep. 148
A long play 12" extended version this week as we close out 2022 with a big year-end show. As regular guest Jeff Clark enjoys his holiday, Ian Truscott catches up with Jason Falls , who we first met in episode 95 , almost exactly a year ago in the first show of 2022. Jason is an award-winning strategist and widely read industry pundit, the author of 3 books, including Winfluence and has a podcast of the same name and has been recognised as a top influencer in influence marketing, social media mar...
Dec 31, 2022•1 hr 22 min•Season 1Ep. 147
The metaverse has been a hot topic this year, and as Jeff Clark enjoys a holiday Ian Truscott dives into the topic with omnichannel and digital experience experts Noz Urbina and Mark Demeny. A discussion that was inspired by a post by Noz on LinkedIn citing an article in The Guardian , Mark's comments on that, the conversation that followed and Mark basically daring Ian to have the discussion on the show! Noz Urbina is an omnichannel content solutions lead specialising in pharma and regulated in...
Dec 24, 2022•1 hr 7 min•Season 1Ep. 146
As we close out 2022 it's predictions season and 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 who shares four predictions that have caught his eye from Forrester, Gartner and Marketing Insider Group. Ian then goes backstage with Todd Irwin , Chief Strategy Officer and Founder of New York-based brand strategy and creative agency Fazer , who we originally met in...
Dec 17, 2022•1 hr 10 min•Season 1Ep. 145
Inspired by a Forrester webinar - Predictions 2023: B2B Marketing - 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, and they discuss one of the predictions about spending less on technology. Ian then goes backstage with a previous guest and his former boss Grant Johnson , the CMO of Emburse . Grant is a serial CMO who has held the top marketing job in several B2...
Dec 10, 2022•1 hr 17 min•Season 1Ep. 144
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 S...
Dec 03, 2022•1 hr 10 min•Season 1Ep. 143
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 shar...
Nov 30, 2022•23 min•Season 2Ep. 9
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 be...
Nov 26, 2022•1 hr 13 min•Season 1Ep. 142
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 , wh...
Nov 23, 2022•21 min•Season 2Ep. 8
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...
Nov 19, 2022•1 hr 15 min•Season 1Ep. 141
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...
Nov 12, 2022•1 hr 9 min•Season 1Ep. 140
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 b...
Nov 09, 2022•23 min•Season 2Ep. 7
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...
Nov 05, 2022•1 hr 10 min•Season 1Ep. 139
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 heavyweig...
Nov 02, 2022•26 min•Season 2Ep. 6
