Episodes

  • The Rose & Rockstar: To Gate or Not to Gate?

    The Rose & Rockstar: To Gate or Not to Gate?
    Feb 22 2025
    In our fifth visit to the officially renamed virtual bar - The Rose and Rockstar - with the Chief Troublemaker at Seventh Bear, fractional marketing leader and author Robert Rose. Over one of his fabulous cocktails this week, our host, Ian Truscott, asks the big B2B question - to gate or not to gate? They discuss: The classic tension between marketing and sales How to create urgency and scarcity to improve engagement Creating communities can serve as a new form of gating Sneaky gating tactics that may backfire Is the value of content diminished by gating? Creative gating strategies that B2B marketers should adopt Building a content business Do you have a question for the bar? Or maybe an opinion on what we’ve discussed? Please get in touch - just search “rockstar cmo” on the interwebs or LinkedIn. Enjoy! — The Links The people: Ian Truscott on LinkedIn and Bluesky Robert Rose on LinkedIn and Bluesky Mentioned this week Robert on CMI Blog: Gating Content: Where Do You Stand in the Great Debate? This Old Marketing Podcast: Super Bowl Ad Winners & Highest Ratings in History (467) Rockstar CMO: The Beat Newsletter that we send every Monday 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 You can listen to this on all good podcast platforms, like Apple, Amazon and Spotify. This podcast is part of the Marketing Podcast Network Learn more about your ad choices. Visit megaphone.fm/adchoices
    Show more Show less
    30 mins
  • The Rockstar CMO Studio: Brand Awareness, Perceptions and Preference

    The Rockstar CMO Studio: Brand Awareness, Perceptions and Preference
    Feb 19 2025
    This week, Jeff Clark, former Forrester Research Director and CMO, not a Rockstar, Ian Truscott discuss some practical advice on how to measure brand, and in this week’s chat, they cover: The Value of Brand in B2B Measurement Understanding Brand Awareness Perception: What Do Customers Think? Preference: Measuring Customer Loyalty Operationalizing Brand Metrics The Cumulative Effect of Marketing Strategies As always, we welcome your feedback. If you have a suggestion for a topic that is hot for you, please get in touch using the links below. Enjoy! — The Links The people: Ian Truscott on LinkedIn and Bluesky Jeff Clark on LinkedIn Mentioned this week Grant Johnson's blog - CMO Mentor Previous episode: 171: The Measuring Brand, Evergreen Trading's COO Mark Ordover and ChatGPT in Content Marketing Episode Get Your Buyers AMPED with our Customer Journey Rockstar CMO: The Beat Newsletter that we send every Monday Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all the show notes: Rockstar CMO FM. Track List: We’ll be right back by Stienski & Mass Media on YouTube The Heavy - How You Like Me Now? (on YouTube) You can listen to this on all good podcast platforms, like Apple, Amazon, and Spotify. Learn more about your ad choices. Visit megaphone.fm/adchoices
    Show more Show less
    34 mins
  • The Rose & Rockstar: Is Marketing Getting Harder?

    The Rose & Rockstar: Is Marketing Getting Harder?
    Feb 15 2025
    Our fifth visit to the officially renamed virtual bar - The Rose and Rockstar - with the Chief Troublemaker at Seventh Bear, fractional marketing leader and author, Robert Rose. Over one of his fabulous cocktails this week, our host, Ian Truscott, asks the big question - is marketing getting harder? They discuss: The marketing as a large shallow ocean - it’s getting wider, not deeper Understanding marketing requires both art and science Measurement in marketing has always been challenging The influx of opinions complicates marketing strategies Efficiency in marketing does not always equate to effectiveness Correlation does not imply causation in marketing results Notes from marketing history - we need to pay attention to the classics Do you have a question for the bar? Or maybe an opinion on what we’ve discussed? Please get in touch - just search “rockstar cmo” on the interwebs or LinkedIn. Enjoy! — The Links The people: Ian Truscott on LinkedIn and Bluesky Robert Rose on LinkedIn and Bluesky Mentioned this week The Marketing Mix - and the 4 P’s popularised by Phillip Kotler Reports on Nike’s marketing turnaround - for example this post on LinkedIn: How Consultants Almost Destroyed Nike’s Brand - by Erik Mashkilleyson Rockstar CMO: The Beat Newsletter that we send every Monday 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 You can listen to this on all good podcast platforms, like Apple, Amazon and Spotify. This podcast is part of the Marketing Podcast Network. Learn more about your ad choices. Visit megaphone.fm/adchoices
    Show more Show less
    28 mins
  • The Rockstar CMO Studio: Broken B2B Measurement

    The Rockstar CMO Studio: Broken B2B Measurement
    Feb 12 2025
    This week, Jeff Clark, former Forrester Research Director, was inspired by one of his old Forrester chums to discuss what’s wrong with B2B measurement. So, in this episode, he and Ian cover the following 5 points: #1 - Buying complexity obscures so much #2 - Technology sprawl gives us fractured data #3 - AI-inflated hope drives an expectation gap #4 - Measurement can’t keep up with a renewed emphasis on reputation investment #5 - Exec Team is Not Onboard with What You’re Reporting As always, we welcome your feedback. If you have a suggestion for a topic that is hot for you, please get in touch using the links below. Enjoy! — The Links The people: Ian Truscott on LinkedIn and Bluesky Jeff Clark on LinkedIn Mentioned this week Forrester - B2B Marketing Measurement Isn’t Trusted, And It’s About To Get Worse Grant Johnson - How Market Presence and Brand Strength Boost Demand Jeff Clark - Five Steps for CMOs to Get Aligned on Metrics Rockstar CMO: The Beat Newsletter that we send every Monday Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all the show notes: Rockstar CMO FM. Track List: We’ll be right back by Stienski & Mass Media on YouTube Move on Up - Curtis Mayfield You can listen to this on all good podcast platforms, like Apple, Amazon and Spotify. Learn more about your ad choices. Visit megaphone.fm/adchoices
    Show more Show less
    43 mins
  • The Rose & Rockstar: Back on the Book

    The Rose & Rockstar: Back on the Book
    Feb 8 2025
    In our fourth visit to the officially renamed virtual bar - The Rose and Rockstar - we continue to dive into the book writing process with the Chief Troublemaker at Seventh Bear and author of several books, Robert Rose, over one of his fabulous cocktails, as our host, Ian Truscott, continues to struggle to complete his first book. They discuss: Cocktail of the week - Grapefruit Negroni The writing process and editing Self-publishing vs. traditional publishing Setting writing goals and deadlines Being disciplined in writing and editing As always, we welcome your feedback; please let us know if you like the new format and if you would like Ian to ask Robert a question in the safe environment of the bar - get in touch on the links below. Enjoy! — The Links The people: Ian Truscott on LinkedIn and Bluesky Robert Rose on LinkedIn and Bluesky Mentioned this week Books by Robert Alison Jones, writing coach and courses Joe Pulizzi’s Title Publishing Rockstar CMO: The Beat Newsletter that we send every Monday 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 You can listen to this on all good podcast platforms, like Apple, Amazon and Spotify. Learn more about your ad choices. Visit megaphone.fm/adchoices
    Show more Show less
    24 mins
  • The Rockstar CMO Studio: Making the Dream Work with Cathy

    The Rockstar CMO Studio: Making the Dream Work with Cathy
    Feb 5 2025
    This week, Cathy McKnight, Chief Problem Solver at Seventh Bear joins Ian in the Rockstar CMO studio to chat about teamwork. They cover: The Importance of teamwork in marketing Understanding team dynamics and collaboration The concept of “the collaboration edge” Measuring success and shared purpose The dreaded “breaking the silos” Understanding organizational goals and OKRs Diagnosing and addressing organizational challenges The 3 C’s - Clarity, Connection, and Cadence As always, we welcome your feedback. If you have a suggestion for a topic that is hot for you, please get in touch using the links below. Enjoy! — The Links The people: Ian Truscott on LinkedIn and Bluesky Cathy McKnight on LinkedIn and at Seventh Bear Mentioned this week Seventh Bear Webinars Rockstar CMO: The Beat Newsletter that we send every Monday Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all the show notes: Rockstar CMO FM. Track List: We’ll be right back by Stienski & Mass Media on YouTube You can listen to this on all good podcast platforms, like Apple, Amazon and Spotify. Learn more about your ad choices. Visit megaphone.fm/adchoices
    Show more Show less
    37 mins
  • The Rose & Rockstar: Writing a Marketing Book

    The Rose & Rockstar: Writing a Marketing Book
    Feb 1 2025
    In our third visit to the officially renamed virtual bar - The Rose and Rockstar - this week, Robert Rose, the Chief Troublemaker at the newly launched Seventh Bear, shares one of his fabulous cocktails and as our host, Ian Truscott, struggles to complete his first book, he picks Robert’s brains on his process as an author of a series of marketing books. They discuss: Cocktail of the week: The Mayan Michelada Robert’s writing process Answering big questions and having a hypothesis The importance of feedback, editing, and refining Commitment and discipline in writing Connecting with the audience The role of editors As always, we welcome your feedback; please let us know if you like the new format and if you would like Ian to ask Robert a question in the safe environment of the bar - get in touch on the links below. Enjoy! — The Links The people: Ian Truscott on LinkedIn and Bluesky Robert Rose on LinkedIn and Bluesky Mentioned this week Books by Robert Alison Jones, writing coach and courses Rockstar CMO: The Beat Newsletter that we send every Monday 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 You can listen to this on all good podcast platforms, like Apple, Amazon and Spotify. Learn more about your ad choices. Visit megaphone.fm/adchoices
    Show more Show less
    30 mins
  • The Rockstar CMO Studio: 5 SNAFUs on the Muse

    The Rockstar CMO Studio: 5 SNAFUs on the Muse
    Jan 29 2025
    This week, Jeff Clark and Ian Truscott dig into the Muse stage of the Rockstar CMO buyer's journey, called AMPED (Awareness, Muse, Purchase, Engage and Develop), and leverage Jeff’s expertise in advising B2B buyers to explore five challenges they face at this early inspiration stage of the buyer’s journey and how vendor marketers can help. They list five potential SNAFUs: #1 – Unable to collaborate with key internal decision-makers #2 - Overcoming FOFU (Fear of F’in’ Up) #3 – Not knowing the full requirements of a solution #4 - Overbuying - managing shiny object syndrome #5 – Executive Decision Makers Are Not Onboard As always, we welcome your feedback. If you have a suggestion for a topic that is hot for you, please get in touch using the links below. Enjoy! — The Links The people: Ian Truscott on LinkedIn and Bluesky Jeff Clark on LinkedIn Mentioned this week Rockstar CMO: The Beat Newsletter that we send every Monday Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all the show notes: Rockstar CMO FM. Track List: We’ll be right back by Stienski & Mass Media on YouTube Muse - Feeling Good - on YouTube You can listen to this on all good podcast platforms, like Apple, Amazon and Spotify. Learn more about your ad choices. Visit megaphone.fm/adchoices
    Show more Show less
    40 mins