This week, our host Ian Truscott and our resident marketing strategist and former Forrester Research Director Jeff Clark discuss the role of the CMO and marketing post-sale, in reducing churn, increasing customer lifetime value, and loyalty in a B2B SaaS environment where there is reduced friction to switch. 

In this episode, they discuss:

Customer loyalty in the experience economy

Five CMO considerations for customer loyalty

Managing the brand gap

Nurturing customer relationships

Formalizing customer advocacy programs

As always, we welcome your feedback. If you have a suggestion for a topic that's hot for you that we should discuss, 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:

Customer Loyalty in the Experience Economy — the CMO's Perspective

Get Your Buyers AMPED with our Customer Journey

Back to Brand - Blog post

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:

Stienski & Mass Media - We'll be right back

Coming Back Again - Kings of Leon

You can listen to this on all good podcast platforms, like Apple, Amazon, and Spotify.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Welcome to The Rose and Rockstar - with the Chief Troublemaker at Seventh Bear, Robert Rose, behind the bar serving one of his splendid cocktails while our host Ian Truscott, a CMO but not a rockstar, picks his brain on a marketing topic. 

This week, following a discussion about alcohol measures in Scotland, Ian asks Robert about lessons from his successful podcast and if he’d start This Old Marketing today. Some of the things they discussed:

Building an audience before launching a podcast 

Video offers better discoverability than audio alone

The intimacy of audio creates a strong connection with listeners

Marketing a podcast requires effort beyond just creating content

Discoverability is essential for growing a podcast audience

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’s podcast - This Old Marketing

Seventh Bear

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

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This week, our host Ian Truscott and our resident marketing strategist and former Forrester Research Director Jeff Clark revisit a topic they discussed 3 years ago in episode 118 - the hard stuff of getting the soft stuff right when implementing marketing technology. 

They cover five things to consider: 

#1 Identify business needs

#2 Develop new processes.

#3 Develop new skills

#4 Manage change

#5 Measure success.

As always, we welcome your feedback. If you have a suggestion for a topic that's hot for you that we should discuss, 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:

Episode 118: The Hard Soft Stuff of Martech, Melissa Moody, CMO of Gated and Asking Why Over a Cocktail Episode

Forrester Blog Post - The Top Five Soft Spots in Managing Martech

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:

Stienski & Mass Media - We'll be right back

Devo - Soft Things - on Spotify

You can listen to this on all good podcast platforms, like Apple, Amazon, and Spotify.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Welcome to The Rose and Rockstar - with the Chief Troublemaker at Seventh Bear, Robert Rose, behind the bar serving one of his splendid cocktails while our host Ian Truscott, a CMO but not a rockstar, picks his brain on a marketing topic. 

This week, over a classic tipple, Ian and Robert step into the minefield of controversial content. How edgy and different should we be?

Based on a recent article Robert published on the Content Marketing Institute’s blog - Surprise! Your Most Controversial Content Might Be Your Weakest”

The main points from the bar this week:

People are becoming numb to controversial content

Applying the MAYA principle to content strategy

Brands must believe in the positions they take

Brands need to earn their place in the conversations

Content strategy should include both familiar and surprising elements

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

Thompson Bros at Dornoch Distillery

Surprise! Your Most Controversial Content Might Be Your Weakest

The Four-Letter Code to Selling Just About Anything - Derick Thompson 

Robert’s podcast - This Old Marketing

Robert’s regular series on Content Marketing Institute

Seventh Bear

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

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This week, Cathy McKnight, Chief Problem Solver at Seventh Bear, makes her monthly visit to the studio, and our host Ian Truscott gets her take on a marketing leader's first 90 days. 

Some talking points from this week:

Cathy is a fan of the first 30/60/90 day plans - but also day 1 and week 1

The first 30 days are about listening and building trust

The importance of a comms plan

Where measurement, data, and analysis fit in

Employee engagement as part of marketing amplification

Focus on leveraging team strengths rather than just fixing weaknesses

Common mistakes when moving too quickly

AI’s role in all of this

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

Mentioned this week:

Seventh Bear

Cathy and Robert’s fortnightly video thingy - Bear in Mind

Content Marketing Friday Forum - May 9

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.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Welcome to The Rose and Rockstar - with the Chief Troublemaker at Seventh Bear, fractional marketing leader and author Robert Rose, behind the bar serving one of his splendid cocktails while our host Ian Truscott, a CMO but not a rockstar, picks his brain on a marketing topic. 

This week Ian and Robert discuss a prediction from Gartner that we will need to put 70% of our marketing budget into offline to reach an audience who will be digital detoxing. 

The main points from the bar this week:

Digital detoxing could be a thing, especially as trust and authenticity are reduced

This will have an impact on marketing strategies and the budget

Print media is gaining value as an alternative messaging channel

The rise of gated communities that marketers will need to earn their way into 

Identity-based content consumption and personalization

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 Gartner Top Marketing Predictions for 2025 (webinar)

Robert’s podcast - This Old Marketing

Robert’s regular series on Content Marketing Institute

Seventh Bear

Ian’s Marketing Profs Webinar

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

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This week, Ian and Jeff finalize their discussion about a CMO’s first 90 days, coming to the last of the 5 F’in’ Marketing Fundamentals - The Campaign.

The Machine, roughly equates to Marketing Operations a role that Jeff knows well, having created several marketing operations teams before going on to advise enterprises through his work at Sirius Decisions and Forrester. 

In this episode, Ian and Jeff step through the five cylinders of the machine and what the new CMO needs to pay attention to in those first few months:

Data

Technology

Analytics

Processs

People

As always, we welcome your feedback. If you have a suggestion for a topic that's hot for you that we should discuss, 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 Presents: The 5 F'in' Marketing Fundamentals

Get Your Buyers AMPED with our Customer Journey - Rockstar CMO

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:

Stienski & Mass Media - We'll be right back

Man Machine - Robbie Williams

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Welcome to The Rose and Rockstar - with the Chief Troublemaker at Seventh Bear, fractional marketing leader and author Robert Rose, behind the bar serving one of his splendid cocktails while our host Ian Truscott, a CMO but not a rockstar, picks his brain on a marketing topic. 

This week, Ian and Robert discuss an idea Robert shared in his Content Marketing Institute column about slowing down marketing. 

The main points from the bar this week:

The idea of vibe marketing 

Speed in marketing often correlates with quantity, not quality

Slowing down marketing advocates for thoughtful and strategic approaches.

Checkboxes and agile marketing methodologies can lead to a loss of creativity

Marketing should prioritize thoughtful processes over rapid execution

The integration of AI should enhance creativity, not replace it

Successful marketing often comes from iterative processes, not just quick wins

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

Slow-Motion Marketing is the Antidote to Vibe Marketing

Robert’s podcast - This Old Marketing

Robert’s regular series on Content Marketing Institute

Seventh Bear

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

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This week, Ian and Jeff continue to discuss the CMO’s first 90 days, focusing on the fourth of their 5 F’in’ Marketing Fundamentals - The Campaign.

The first three fundamentals are primary inputs to when and how you communicate to your customers and prospects, and this fundamental is where the rubber hits the road as you use that insight and content to engage with relevant, customer-centric campaigns.  

Clearly, in the first 90 days, this is primarily about listening and understanding what is working, and Ian and Jeff outline five steps to this process:

As always, we welcome your feedback. If you have a suggestion for a topic that's hot for you that we should discuss, please get in touch using the links below.

Enjoy!

—

The Links

The people:

Mentioned this week:

Rockstar CMO:

Track List:

You can listen to this on all good podcast platforms, like Apple, Amazon, and Spotify.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Welcome to The Rose and Rockstar - with the Chief Troublemaker at Seventh Bear, fractional marketing leader and author Robert Rose, behind the bar serving one of his splendid cocktails while our host Ian Truscott, a CMO but not a rockstar, picks his brain on a marketing topic. 

This week, Robert feels that the dude does not abide, inspiring his cocktail choice, and he and Ian discuss the AI-dominated Google search experience and how this impacts our content marketing.

The main points from the bar this week:

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:

Mentioned this week

Rockstar CMO:

Track List:

You can listen to this on all good podcast platforms, like Apple, Amazon and Spotify.

This podcast is part of the Marketing Podcast Network

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.