In this week’s episode, the Marketing Studio Jeff Clark , our resident Rockstar CMO strategic advisor and former Research Director at SiriusDecisions/Forrester and our host Ian Truscott share tips on creating great case studies in a new format where they share their One-Hit Wonder, Stevie Wonder and Wonderwall. In the Rockstar CMO virtual bar, Robert Rose, Chief Trouble Maker at The Content Advisory, shares a cocktail to end the week with Ian, and they discuss content and owned media and maybe a...
Dec 02, 2023•50 min•Season 1Ep. 194
In this week’s episode, we get a double dose of The Content Advisory as Ian goes backstage with their Chief Problem Solver and Lead Analyst, Cathy McKnight, who returns to share some research their firm has done into A.I. “ Getting Ready to Get Ready for AI ”. And the A.I. conversation continues in the Rockstar CMO virtual bar as Robert Rose , Chief Trouble Maker at The Content Advisory , shares a cocktail to end the week and some advice that we can apply to any new trend - what happened, so wha...
Nov 25, 2023•55 min•Season 1Ep. 193
In this week’s episode, the Marketing Studio Jeff Clark , our resident Rockstar CMO strategic advisor and former Research Director at SiriusDecisions/Forrester turns the tables on our host Ian Truscott and asks for his tips on content marketing in a world of AI. In the Rockstar CMO virtual bar Robert Rose , Chief Trouble Maker at The Content Advisory , shares a cocktail to end the week and leveraging his Hollywood experience, shares his tips on working on and reading from a script. Enjoy! — The ...
Nov 18, 2023•41 min•Season 1Ep. 192
This week’s episode explores 5 f’in’ alternative B2B marketing metrics to MQL’s with our host Ian Truscott and Jeff Clark , our resident Rockstar CMO strategic advisor and former Research Director at SiriusDecisions/Forrester. And the Rockstar CMO virtual bar Robert Rose , Chief Trouble Maker at The Content Advisory , shares a cocktail to end the week, and a thought about artificial intelligence - is speed, not AI technology, the real enemy? Enjoy! — The people: Ian Truscott on LinkedIn and Thre...
Nov 12, 2023•45 min•Season 1Ep. 191
This week, Ian goes backstage with David Alexander , the Chief Marketing Officer at Everbridge, leading the global strategy and vision for the brand and the go-to-market motions for the company's market-leading critical event management and national public warning software solutions. As you’ll hear, David has over two decades of experience in leading marketing and sales teams for some of the world's most innovative technology companies, including Microsoft, SAP Concur, F5, and now Everbridge and...
Nov 04, 2023•51 min•Season 1Ep. 190
In this week’s episode, our host Ian Truscott and Jeff Clark , our resident Rockstar CMO strategic advisor and former Research Director at SiriusDecisions/Forrester dive into the topic of marketing ROI, and Jeff shares his 5 f'in' marketing ROI rules to live by. Then, in the Rockstar CMO virtual bar Robert Rose , Chief Trouble Maker at The Content Advisory , shares a cocktail to end the week, where we should whisk the virtual bar away to and a topic for the week. This week our cocktail conversat...
Oct 28, 2023•46 min•Season 1Ep. 189
In this week’s episode, Ian Truscott asks Jeff Clark , our resident Rockstar CMO strategic advisor and former Research Director at SiriusDecisions/Forrester, for some advice on budgeting, and Jeff shares his 5 F’in Fundamentals of Good Budget Planning. Ian then winds down the week in the Rockstar CMO virtual bar and gets transported away with Robert Rose , Chief Trouble Maker at The Content Advisory , who, over a cocktail, discusses the idea of being controversial in your content as a way to dif...
Oct 21, 2023•55 min•Season 1Ep. 188
In this week’s episode, Ian Truscott joins Jeff Clark , our resident Rockstar CMO strategic advisor and former Research Director at SiriusDecisions/Forrester, to discuss the five challenges for content management, how they haven't changed in a couple of decades, but with more channels and more demand have become more relevant for organizations. Ian then winds down the week in the Rockstar CMO virtual bar and gets transported away with Robert Rose , Chief Trouble Maker at The Content Advisory , w...
Oct 14, 2023•46 min•Season 1Ep. 187
In this week's episode, Jeff Clark , our resident Rockstar CMO strategic advisor and former Research Director at SiriusDecisions/Forrester, is back after a couple of weeks away and shares with Ian his 5 keys to success when building your marketing team. Continue the theme of teams and skills, Ian dips into the Rockstar CMO virtual bar archive, pulls out Episode 136 , and gets transported away with Robert Rose , Chief Trouble Maker at The Content Advisory , who, over a cocktail, shares his advice...
Oct 07, 2023•47 min•Season 1Ep. 186
Something different this week, as Ian Truscott channels his inner Douglas Burdett (host of the Marketing Book Podcast ) and interviews his friend and content marketing guru, Robert Rose , Chief Trouble Maker at The Content Advisory , who is a coach, consultant and speaker and who has now published his fourth book: Content Marketing Strategy: Harness the Power of Your Brands Voice . Ian asks Robert about the process of writing the book and what's changed since his first book (that inspired Ian's ...
Sep 30, 2023•48 min•Season 1Ep. 185
This week Jeff has a week off, and Ian is joined by Matthew Woodget , the business storytelling guy, for his third appearance on the show. Matthew is a technologist, marketer, and storyteller whose marketing pedigree spans over 20 years. And, as you’ll hear, he’s an author, and he heads up Go Narrative , where he helps marketers and entrepreneurs reduce frustration, increase reach and drive growth using story structures. On this visit to the Rockstar CMO studio, Matthew shares his Business Story...
Sep 23, 2023•57 min•Season 1Ep. 184
This week, our host Ian Truscott shares a thought from his Tuesday 2¢ blog about profit versus profitability, inspired by a post on LinkedIn by Jay Acunzo Continuing last week's topic Jeff Clark , our resident Rockstar CMO strategic advisor and former Research Director at SiriusDecisions/Forrester, shares his approach to marketing technology, starting with capabilities. We then wind down the week in the Rockstar CMO virtual bar and get transported away with Robert Rose , Chief Trouble Maker at T...
Sep 16, 2023•49 min•Season 1Ep. 183
This week, our host Ian Truscott shares a thought from his Tuesday 2¢ blog about profanity in marketing. Jeff Clark , our resident Rockstar CMO strategic advisor and former Research Director at SiriusDecisions/Forrester, turns the tables on Ian as this week Ian share's his top 5 F'in' marketing tools B2B marketers need and Jeff gives his opinion. As usual 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 ...
Sep 09, 2023•56 min•Season 1Ep. 182
This week our host Ian Truscott shares a thought from his Tuesday 2¢ blog about B2B vendors being product-led or sales marketing-led. Ian then joins Jeff Clark , our resident Rockstar CMO strategic advisor and former Research Director at SiriusDecisions/Forrester, in our marketing studio to discuss a recent post by his old chums at Forrester that asks is Field Marketing in Crisis? written by Daryl Wright and Nicky Briggs and shares some advice on how corporate marketing and the field can work be...
Sep 02, 2023•53 min•Season 1Ep. 181
We return after a week away, and Ian Truscott kicks off this episode with a thought about the imposter syndrome that haunts content creators worrying about whether all of their ideas have already been written. And, as our regular Rockstar CMO advisor, Jeff Clark is away this week, Ian's guest is Dilya Abushayeva , marketer, storyteller and founder of Mavuus. As Dilya shares in her bio: "I’m a lover of all things marketing – but if I had to choose a favorite, it would probably be storytelling. I ...
Aug 26, 2023•53 min•Season 1Ep. 180
This week our host Ian Truscott shares a thought from his Tuesday 2¢ blog about whether the marketing funnel is dead. Ian then joins Jeff Clark , our resident Rockstar CMO strategic advisor and former Research Director at SiriusDecisions/Forrester, in our marketing studio to discuss rebranding. No prizes for guessing what inspired this conversation, but it's not just about X, Jeff shares 5 steps for rebranding and what any of us should consider. And we end the show in the Rockstar CMO virtual ba...
Aug 12, 2023•53 min•Season 1Ep. 179
This week our host Ian Truscott shares a thought from his Tuesday 2¢ blog about buyers' pains and aspirations. Ian then joins Jeff Clark , our resident Rockstar CMO strategic advisor and former Research Director at SiriusDecisions/Forrester, who returns from holiday to the marketing studio to discuss a new TLA from Forrester LRM (Lifecycle Revenue Marketing). And we end the show in the Rockstar CMO virtual bar and get transported away with Robert Rose , Chief Trouble Maker at The Content Advisor...
Aug 06, 2023•50 min•Season 1Ep. 178
As our resident Rockstar CMO strategy advisor Jeff Clark is away again this week, host Ian Truscott shares a thought about card counters and what we can learn as marketers from them. Ian goes backstage with Keith Smith, Managing Director of The Advertist , the UK’s only independent new business development platform that helps agencies build their new business pipeline. Keith is also the host of The Fuel Podcast which is focused on business development and features great guests from around the wo...
Jul 29, 2023•1 hr 4 min•Season 1Ep. 177
In a different format this week, Ian Truscott is following some advice to share a bit more of his perspective, especially while Jeff Clark (our resident Rockstar CMO strategy advisor) is away he flies solo sharing his view of the friction in sales that he calls FOFU; the Fear of F'in' Up and what marketers can do to overcome it. Continuing the theme of learning more about Ian, he shares a chat he had with Seth Goldstein , the founder and Principal Creative Director at Goldstein Media a full-serv...
Jul 22, 2023•45 min•Season 1Ep. 176
This week our host Ian Truscott chats with Jeff Clark , our resident Rockstar CMO strategic advisor and former Research Director at SiriusDecisions/Forrester, and they share their best and worst experiences of B2B influences, both in their careers as analysts and as marketers at B2B technology vendors. Todd Irwin , Chief Strategy Officer and Founder of New York-based brand strategy and creative agency Fazer , returns for a third visit to the show. Todd brings over 30 years of brand strategy expe...
Jul 15, 2023•1 hr 10 min•Season 1Ep. 175
This week in the Marketing Studio, Jeff Clark , our resident Rockstar CMO Strategy Advisor and former Forrester Research Director, turns the tables on host Ian Truscott and he shares what Jeff described as the "Five F’in Fundamental Faces of Our Personas". Ian then goes back backstage with Matthew Woodget , the business story telling guy, who last appeared on episode 112 . Matthew is a technologist, marketer, and storyteller whose marketing pedigree spans over 20 years. And, as you’ll hear he’s ...
Jul 08, 2023•1 hr 17 min•Season 1Ep. 174
This week in the Marketing Studio, Jeff Clark our resident Rockstar CMO Strategy Advisor and former Forrester Research Director, turns the tables on host Ian Truscott and asks him about his 5 f'in' steps to creating personas. We get a double dose of The Content Advisory as their Chief Problem Solver and Lead Analyst, Cathy McKnight , returns for a chat about a topic that's on the lips of all marketing technologists; composability. Regular listeners will remember Cathy, who has over 20 years of g...
Jul 01, 2023•1 hr 12 min•Season 1Ep. 173
This week our host Ian Truscott joins Jeff Clark our resident Rockstar CMO Strategy Advisor and former Forrester Research Director in the Marketing Studio, where Jeff shares how to create your ICP (Ideal Customer Profile). Ian then goes backstage with Tim Ringel , a serial entrepreneur with the passion and drive to push past the status quo. This desire to make things work the way they’re supposed to has led him to the role of Global CEO of next-generation international advertising group Meet The...
Jun 24, 2023•1 hr 11 min•Season 1Ep. 172
This week our host Ian Truscott joins Jeff Clark our resident Rockstar CMO Strategy Advisor and former Forrester Research Director, in the marketing studio where Jeff shares a model for measuring your brand, with some practical ideas. Ian then goes backstage with Mark Ordover , Chief Operating Officer at Evergreen Trading , a media investment firm that is powered by trade. Ian learns about how media trading works, as brands can trade real estate, aeroplanes, inventory and all sorts of assets for...
Jun 17, 2023•1 hr 10 min•Season 1Ep. 171
This week our host Ian Truscott joins Jeff Clark our resident Rockstar CMO Strategy Advisor and former Forrester Research Director, in the marketing studio where Jeff shares his 5 f'in' fundamentals for campaign planning. Ian then goes backstage with Jill Jago , a futurist, entrepreneur and strategic communications consultant who has worked for global design firms, including NBBJ, Arup, AECOM, and B+H. She has dedicated her career to creating the circumstances that make more sustainable outcomes...
Jun 10, 2023•1 hr 11 min•Season 1Ep. 170
This week our host Ian Truscott joins Jeff Clark Rockstar CMO Strategy Advisor and former Forrester Research Director in the marketing studio where Jeff shares a model for customer marketing. Ian goes backstage with Connor Altier , the Global Brand Strategy Lead at Reebok, who shares the story of his fabulous career so far, some insight into working for a B2C brand and has a great nomination for our portal to marketing hell, the Rockstar CMO Swimming Pool . Finally, Ian grabs a cocktail in the R...
Jun 03, 2023•1 hr 11 min•Season 1Ep. 169
This week Jeff Clark Rockstar CMO Strategy Advisor and former Forrester Research Director turns the tables on host Ian Truscott to discuss the 5 F'in' fundamentals of content marketing, as he asks the questions. Sarah Kimme l, VP of Research at Simpler Media Group , returns to continue to dive into a new report from CMSWire, The State of the CMO – Insights from the 2023 Annual Chief Marketing Officer Survey, based on a survey of more than 700 current marketing leaders and nearly 300 aspiring mar...
May 27, 2023•1 hr 8 min•Season 1Ep. 168
This week our host Ian Truscott and Jeff Clark Rockstar CMO Strategy Advisor and former Forrester Research Director are by the Rockstar CMO Swimming Pool , to discuss five candidates for our portal to marketing hell, nominated by our podcast guests. Find out which one Jeff fishes out to dry off in the sun and which ones he decides are doomed. The nominations that get Jeff's attention comes from Tim Hines ( episode 108 ), Lori Jones ( episode 114 ), Tim Parkin ( episode 117 ), Kurt Genden ( episo...
May 20, 2023•1 hr 8 min•Season 1Ep. 167
This week Ian Truscott stops by the Marketing Studio to join Rockstar CMO Strategy Advisor and former Forrester Research Director Jeff Clark as he shares seven steps for conducting a marketing capability gap analysis. Ian then goes backstage with Riaz Kanani , the Founder and CEO of Radiate B2B who, as you’ll hear, has a habit and track record of building and scaling successful businesses, including creating one of the world’s largest video advertising networks and as DigitalOxygen building data...
May 13, 2023•1 hr 11 min•Season 1Ep. 166
This week in the Marketing Studio Rockstar CMO Strategy Advisor and former Forrester Research Director Jeff Clark shares his 5 F'in' Marketing Operations fundamentals, sharing with host Ian Truscott the five foundational functions of a marketing operations team. Matt Bailey , the founder of Sitelogic returns. After over a decade in digital marketing, Matt founded Sitelogic in 2006, initially as a digital marketing services agency, but pivoted to training in 2015 and now teaches digital marketing...
May 06, 2023•1 hr 12 min•Season 1Ep. 165
