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 is passionate about building and leading ground-breaking, purpose-driven teams that focus on innovation.

David is also an Executive Professor of Marketing in Technology at Texas A&M University, where he shares his insights and expertise with students who aspire to pursue careers in technology. 

They discuss his career, what inspired him to choose marketing, his advice on building teams, his work with his students and his excellent suggestion for our portal to marketing hell, the Rockstar CMO Swimming Pool.

Following that splendid conversation, we wind down the week in the Rockstar CMO virtual bar with Robert Rose, Chief Trouble Maker at The Content Advisory, to discuss what's on his marketing mind over a cocktail, and this week it's rules and metrics.

Enjoy!

The people:

As mentioned in this week’s episode:

Rockstar CMO:

Track List:

Listen on: Apple, Amazon, Spotify or wherever you get your podcasts

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

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 conversation laments the end end to organic social, and specifically Twitter. Robert shares some analysis he's done at the Content Marketing Institute following their Content Marketing World event and how social engagement has changed.

Enjoy!

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The people:

As mentioned in this week’s episode:

Rockstar CMO:

Track List:

Listen on: Apple, Amazon, Spotify or wherever you get your podcasts

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

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 differentiate. Should you? And can being controversial help you find your audience?

Enjoy!

—

The people:

As mentioned in this week’s episode:

Rockstar CMO:

Track List:

Listen on: Apple, Amazon, Spotify or wherever you get your podcasts

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

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, who, over a cocktail, discusses borrowing content, why that's a good idea and how to add your own spin on your competitor's ideas. Or as Mark Twain said:

"There is no such thing as a new idea. It is impossible. We simply take a lot of old ideas and put them into a sort of mental kaleidoscope"

Enjoy!

—

The people:

As mentioned in this week’s episode:

Rockstar CMO:

Track List:

Listen on: Apple, Amazon, Spotify or wherever you get your podcasts

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

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 or building a content marketing team and putting together the skills you need.

And they agree that's definitely more Magnificent Seven, not the Good, Bad and the Ugly!

Enjoy!

--

The people:

As mentioned in this week’s episode:

Rockstar CMO:

Track List:

Listen on: Apple, Amazon, Spotify or wherever you get your podcasts

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

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 content marketing journey), Managing Content Marketing, which Robert wrote in 2011 with his regular content co-conspirator Joe Pulizzi.

Robert shares some excellent examples of great content marketing, how content marketing is now becoming just marketing and how you execute your company's content marketing strategy is a differentiator, not just the content and the top things one should take from the book, including the confidence to make the models your own.

Great chat, splendid book, but don't take our word for it:

"Robert Rose offers marketers a rich and much-needed understanding of content marketing. And he not only delivers everything we need to know about marketing content; his book also delivers valuable marketing insights." - Philip Kotler, S.C. Johnson & Son Distinguished Professor of International Marketing, Northwestern University.

The Links

The people:

As mentioned in this week’s episode:

Rockstar CMO:

Track List:

• We’ll be right back by Stienski & Mass Media – on YouTube

Listen on: Apple, Amazon, Spotify or wherever you get your podcasts

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

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 Type Assessment, discusses his book, the challenges of client discovery and the common story types all of our businesses have.

And then we wind down the week with Robert Rose in the Rockstar CMO virtual bar, and over a cocktail he shares a marketing thought about content strategy and some interesting research into content marketing careers. And his new book and website, Content Marketing Strategy.

The people:

As mentioned in this week’s episode:

Rockstar CMO:

Track List:

Listen on: Apple, Amazon, Spotify or wherever you get your podcasts

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 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 The Content Advisory, who, over a cocktail, asks is content marketing now just marketing.

The people:

As mentioned in this week’s episode:

Rockstar CMO:

Track List:

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 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, who, over a cocktail shares on a thought on focusing on getting better at what you are good at and not your weaknesses and how AI can help.

The people:

As mentioned in this week’s episode:

Rockstar CMO:

Track List:

Please get in touch if you have any thoughts or suggestions on the topics we discuss.

Listen on: Apple, Amazon, Spotify or wherever you get your podcasts

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 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 better together.

We end the show in the Rockstar CMO virtual bar and get transported away with Robert Rose, Chief Trouble Maker at The Content Advisory, who shares a thought on the function of content in our organisations and how to define the career ladder for those working in this discipline.

The people:

As mentioned in this week’s episode:

Rockstar CMO:

Track List:

Please get in touch if you have any thoughts or suggestions on the topics we discuss.

Listen on: Apple, Amazon, Spotify or wherever you get your podcasts

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