Rockstar CMO FM

Cathy McKnight, The Chief Solver of Problems at The Content Advisory, makes her monthly visit to the podcast and shares with Ian their 5 D’s for personal development that their firm has developed, kicking off with a quick update on why we need personas. They discuss the 5 D’s: define, Discover, Design, Decide, and Draft, which provides a framework for persona development. They also stray into the buyer's journey, their needs, how not to define them, and the value of being different.  Ian then joins Robert Rose, Chief Trouble Maker at The Content Advisory, in our virtual bar for a cocktail and a marketing thought. This week’s thought continues the theme of buyer insight, as they discuss valuable friction during the buyer's journey.  Enjoy! — The Links The people on LinkedIn: Ian Truscott on LinkedIn and Bluesky Cathy McKnight on LinkedIn  Robert Rose on LinkedIn and Bluesky Mentioned in this week’s episode: Cathy's persona webinar slides: Getting To Better Personas Cathy’s webinar with Content Marketing Institute: MasterTHIS: Content Management and Operations Robert’s article: Valuable Friction - The Content Advisory The Seventh Bear website 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. Learn more about your ad choices. Visit megaphone.fm/adchoices

It's a shorter show this week, as it’s just Jeff and Ian, as Robert was on a plane and not in the bar. Jeff picks a hot topic as he drops the mic on his contributions to the podcast this year before he goes off on his holiday break: 5 reasons why CMOs get fired.  Jeff crosses the aisle from Forrester to Gartner as he is inspired by a LinkedIn post by Chris Ross, Vice President and Analyst at Gartner for CMOs / Marketing, who shares some recent Gartner research of C suite executives into “Which scenarios would most likely lead to the removal of your CMO from their role”.  Jeff and Ian discuss: CMO failed to deliver promised results from marketing strategy  CMO failed to adapt to vital, significant changes in the business or marketplace  CMO did not earn the respect of senior executive leadership team  CMO did poor job communicating a strategic function for marketing function  CMO failed to communicate how marketing metrics relate to business priorities And they share their tips on how to avoid these pitfalls. Enjoy! — The Links: The people on LinkedIn: Ian Truscott Jeff Clark Mentioned in this week’s episode: Post on LinkedIn by Chris Ross, Vice President, Analyst at Gartner for CMOs / Marketing Grant Johnson - CMO Mentor What’s Your Business in the Year of Transformation? - Jeff Clark Picking the Right Transition Strategy - STARS model by Michael D. Watkins 5 Principles for Setting Marketing Goals - Jeff Clark 5 F'in' Fundamentals: Marketing OKRs - Jeff Clark 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 I fought the law, and the law won by The Clash - 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

It’s budget season, and whether your financial year kicks off in January or April, we need to think about what we are doing next year, especially as various surveys from Forrester, Gartner, and Marketing Profs indicate that B2B marketing teams will need to do more with less, a hackneyed expression that makes it no less true.  So, our host Ian Truscott joins Jeff Clark in the studio to explore 5 ideas for making the most of your marketing budget and the value of investing some time in the deep work of planning.  BTW - Just to be correct on the quote Ian used, it should have been: “Those are my principles, and if you don't like them... well, I have others” by Groucho Marx. We have no idea how Karl Marx felt on this topic.  Ian then joins Robert in the virtual bar for a post-Thanksgiving holiday cocktail and dives into asking why and how it’s more than that book by Simon Sinek.  Enjoy! — The Links The people on LinkedIn: Ian Truscott Jeff Clark Robert Rose Mentioned in this week’s episode: B2B Go-To-Market Budgets Will Continue To Be Tight In 2025: Here’s What Marketing And Sales Operations Leaders Need To Do About It - Ross Graber, VP, Principal Analyst Gartner CMO Survey Reveals Marketing Budgets Have Dropped to 7.7% of Overall Company Revenue in 2024 B2B Marketing Budget and Spend Trends: 2024 | Survey - Marketing Profs Using YAGNI to Drive Marketing Efficiency - Ian’s article on CMSWire Tuesday 2¢ – Marketing YAGNI - Ian’s original post on his Tuesday 2¢ blog 5 F'in' Steps to Build Your Personas - Rockstar CMO  Why ‘Know Your Why’ Is Wrong for Content — and How To Fix It - Robert Rose Robert’s new website, Seventh Bear Robert firm: The Content Advisory Robert’s podcast: This Old Marketing 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 Hard Knock Life (Ghetto Anthem) - Jay Z - 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

This week, we have a full complement of guests as Jeff Clark and Robert Rose join our host, Ian Truscott, for today’s episode.  Jeff discusses 5 Key Ways Marketing Can Enable Sales and he and Ian dive into: Buyer Needs Analysis Market Intelligence Story Telling Sales Tools Technology Ian then joins Robert in the virtual bar for a splendid holiday cocktail and a chat about his concept of valuable friction.  Enjoy! — The Links The people on LinkedIn: Ian Truscott Jeff Clark Robert Rose Mentioned in this week’s episode: Clifford Stoll’s 1995 article in Newsweek - Why the Web Won't Be Nirvana Robert’s new website, 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 Lose Yourself by Eminem - on YouTube  Listen on Apple, Amazon, Spotify, or wherever you get your podcasts. Learn more about your ad choices. Visit megaphone.fm/adchoices

It is a shorter show again this week, as it’s just Jeff Clark and Ian Truscott in the marketing studio discussing four takes on privacy, relevancy, and personalization while Robert Rose is away on business travel.  They dig into a consumer study by Drapers, Deloitte privacy research, the Forrester blog, a Boston Consulting Group framework, and an article on Forbes to discuss: Personalization in B2B. Consumers are willing to share data for better services. Trust in brands is crucial for data sharing. Data deprecation poses significant challenges for marketers. Privacy by design should be a core principle in marketing. Data minimalization is key to effective data management. Progressive profiling can enhance user experience. Effective communication about data use can build consumer trust. Enjoy! — The Links The people  Ian Truscott on Linked Jeff Clark on LinkedIn Mentioned in this week’s episode: John Arnold's article on the Forrester blog - Welcome To The Data-Deprived Future Of Frontline B2B Marketing  Ken Theriott’s article on Forbes: Marketing In The Age Of Privacy: Balancing Personalization And Data Protection Drapers Connected Consumer 2024 report Deloitte report - Connectivity Mobile Trends  BCG approach - Personalized Customer Strategy in the Age of AI 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 Surveillance Capitalism by Evan Greer on YouTube Listen on Apple, Amazon, Spotify, or wherever you get your podcasts. Learn more about your ad choices. Visit megaphone.fm/adchoices

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

This week, the risk of having a “just in time” podcast, as family, fate, and Comcast conspired, meant it’s a short episode due to postponed interviews with Jeff and Cathy.  So this week, we go straight to the bar as ian joins Robert Rose, the Chief Troublemaker at The Content Advisory, in the Rockstar CMO virtual bar. As he recovers from Content Marketing World with a cocktail, he shares some of the highlights of last week's event and the theme of his keynote this year.  Enjoy! Unleashing the Full Potential of Generative AI — The Links The people  Ian Truscott Robert Rose Mentioned in this week’s episode: Content Marketing World 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 Listen on Apple, Amazon, Spotify, or wherever you get your podcasts. Learn more about your ad choices. Visit megaphone.fm/adchoices

This week Cathy McKnight and Ian Truscott discuss her recent trip to Adobe Max her recent article Efficiency: How Ticking Boxes Leads to Mediocrity and how some teams are B2B Marketing by numbers and her recent webinar with Salesforce Unleashing the Full Potential of Generative AI. Adobe Max focuses on creativity and the use of AI tools. AI can enhance creative processes but should not replace human creativity. Efficiency in marketing can lead to mediocrity if not balanced with creativity. Marketers often fall into the quantitative trap, prioritizing quantity over quality. Continuous learning and experimentation are essential for innovation. Frameworks like Lean and Six Sigma can improve marketing processes. Communication skills have declined, especially in remote settings. Ian then joins Robert Rose, the Chief Troublemaker at The Content Advisory, in the Rockstar CMO virtual bar and, over a splendid cocktail, asks why we might want to give a shit about B2B marketing. Enjoy! — The Links The people  Ian Truscott Cathy McKnight Robert Rose Mentioned in this week’s episode: Cathy’s article: Efficiency: How Ticking Boxes Leads to Mediocrity Cathy’s Salesforce webinar: Unleashing the Full Potential of Generative AI. Robert’s article: Why You Have To Care Enough To Send the Very Best in B2B Marketing Robert & Cathy’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 Listen on Apple, Amazon, Spotify, or wherever you get your podcasts. Learn more about your ad choices. Visit megaphone.fm/adchoices

This special episode features highlights from a conversation between Keith Smith and Jason Falls on the Fuel Podcast - the highlights host Ian Truscott picks out are: Founding the Marketing Podcast Network Should you add video to your podcast? The intentionality of listening to podcasts The role can podcasts can play in employee engagement and enablement Should you start a podcast? And a great quote from Jason:  “…..it just has a lot more meat to it than other mediums because other mediums are, we're going to blast this shit at your head and hope that you consume it. Whereas the podcast listener is the one in charge. The podcast listener is like, no, I'm only going to listen to this”. Listen to the full episode on MPN: Jason Falls: The Podcast Revolutionary Enjoy! — The people: Ian Truscott on LinkedIn  Keith Smith on LinkedIn  Jason Falls on LinkedIn and his website  Mentioned in this special episode: The Fuel Podcast The episode on MPN: Jason Falls: The Podcast Revolutionary Jason’s Roots Music Rambler podcast 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 discuss Jeff’s 5 Fundamentals of Buyers' Journeys: Chose a Published Model that works for your business  Data is the Ultimate Key to Success Journey Tracking Can Predict Ability to Close  The Devil is in Persona-level Details Journey Tracking Ensures Campaign Success Ian then joins Robert Rose, the Chief Troublemaker at The Content Advisory, in the Rockstar CMO virtual bar and, over a splendid cocktail, Robert shares his take on the current state of marketing careers based on some recent research.   Enjoy! — The people: Ian Truscott on LinkedIn  Jeff Clark on LinkedIn Robert Rose on LinkedIn and Threads Mentioned in this week’s episode: Buyers journey research: Adweek:  The State of the Enterprise B2B Buyers Journey Forrester - Younger B2B Buyers Google: B2B marketing: Connecting with new & existing business buyers Robert’s firm: The Content Advisory Robert’s podcast – This Old Marketing Robert’s CMI article series - Rose Colored Glasses 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 The Journey by Fat Boy Slim on YouTube Surf Rider by The Lively Ones 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 is back in the Marketing Studio, and he and Ian Truscott discuss his 5 steps for launching integrated marketing campaigns, including: Identifying Customer Needs Defining the Audience Setting Campaign Goals Forming the Campaign Team Planning the Program and Tactics Executing and Measuring Success Ian then joins Robert Rose, the Chief Troublemaker at The Content Advisory, in the Rockstar CMO virtual bar and, over a cocktail, shares his experiments with Notebook LM and what this kind of AI tool means for marketers.  Enjoy! — The people: Ian Truscott on LinkedIn  Jeff Clark on LinkedIn Robert Rose on LinkedIn and Threads Mentioned in this week’s episode: Ian’s Tuesday 2¢ LinkedIn Newsletter Notebook LM Robert Frost - The Road Not Taken Robert’s firm: The Content Advisory Robert’s podcast – This Old Marketing Robert’s CMI article series - Rose Colored Glasses 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, for her now regular monthly slot, Cathy McKnight pops into the studio to discuss some new research from the Content Marketing Institute about marketing jobs and her experience at MAICON (Marketing AI Conference) and Salesforce’s Dreamforce. The key points they discuss: AI is becoming integral to every marketing job. The job market for marketing professionals is increasingly competitive. Remote work preferences are reshaping workplace dynamics. AI literacy is essential for modern marketers. Understanding current processes is crucial for AI implementation. Diversity in conference attendees reflects the broad interest in AI. AI tools should be considered part of a broader strategy, not a standalone discipline. Engagement and community building are key to successful events.   Ian then joins Robert Rose, the Chief Troublemaker at The Content Advisory, in the Rockstar CMO virtual bar and, over a cocktail, shares his view on why the obvious solution is not always the obvious solution.  Enjoy! ---- The people: Ian Truscott on LinkedIn  Cathy McKnight on LinkedIn Robert Rose on LinkedIn and Threads Mentioned in this week’s episode: Research from the Content Marketing Institute - How Hard Is It To Find Content or Marketing Jobs (and How Much Should They Pay)?  The Marketing Artificial Intelligence Institute  Robert and Cathy’s firm: The Content Advisory The Content Advisory webinars Robert’s podcast – This Old Marketing Robert’s CMI article series - Rose Colored Glasses 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

In the Marketing Studio this week, Jeff Clark interviews Ian Truscott about a chapter he’s written for a book called Collecting Jellybeans, published this week. Ian’s chapter is called “Shiny Things and Smart Strategies: B2B Marketing in the Tech Age”.  They discuss how marketing leaders can make the right technology decisions, asking why, getting off the hamster wheel, implementing a strategy, ART (Awareness, Revenue, Trust), marketing magpies, staying current with technology, and YAGNI (You Ain’t Gonna Need It).    Ian then joins Robert Rose, the Chief Troublemaker at The Content Advisory, in the Rockstar CMO virtual bar and, over a cocktail, shares a quick take on some recent research from The Content Marketing Institute about AI and its impact on marketing jobs.  Enjoy! — The people: Ian Truscott on LinkedIn  Jeff Clark on LinkedIn Robert Rose on LinkedIn and Threads Mentioned in this week’s episode: Collecting Jellybeans - book on Amazon Robert’s firm: The Content Advisory Robert’s podcast – This Old Marketing Robert’s Article - Don’t Let AI Headlines Steer Your Marketing Career the Wrong Way 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 All That Glitters by Earl on Youtube Listen on Apple, Amazon, Spotify, or wherever you get your podcasts. Learn more about your ad choices. Visit megaphone.fm/adchoices

In the Marketing Studio this week, Jeff Clark and Ian Truscott explore five sales strategy changes that can impact your marketing plans. The five they discuss are: New Markets Reaction to market changes Direct and channel sales M&A New Category  Ian then joins Robert Rose, the Chief Troublemaker at The Content Advisory, in the Rockstar CMO virtual bar to share a fabulous cocktail and a thought about stories and storytellers.  Enjoy! — The people: Ian Truscott on LinkedIn  Jeff Clark on LinkedIn Robert Rose on LinkedIn and Threads Mentioned in this week’s episode: Collecting Jellybeans - book on Amazon Robert’s firm: The Content Advisory Robert’s podcast – This Old Marketing Robert’s Article - Gating Content: Where Do You Stand in the Great Debate? 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 Uptown Funk by Mark Ronson/Bruno Mars on Youtube Listen on Apple, Amazon, Spotify, or wherever you get your podcasts. 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

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

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

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

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