This week Jeff Clark (our resident Rockstar CMO Strategic Advisor and former Research Director at Forrester) is back in the Marketing Studio. Following his conversation with Ian last week about OKRs, he takes us through his five principles for creating marketing goals and metrics.

Ian then goes backstage with Brittany Murphy, Marketing Director at One Thing Marketing, where she focuses on helping home service business owners get their phones to ring with new leads. 

As you’ll hear in this fun conversation, Brittany grew up in the trades herself, and her team have found their niche, specialising in trade and home service businesses, perfecting a proven process and strategy for optimising clients’ websites and Google rankings. Through a combination of these strategies, her background in blue-collar, and her experienced team, Brittany has helped local businesses increase their revenue by at least 30% year after year. They discuss her career, her agency, how she developed the business (with a lot of coffee) and the value of finding your ideal customer and specialising as an agency.

Finally, we wind down the week in the Rockstar CMO virtual bar with Robert Rose, Chief Troublemaker at The Content Advisory, who, over a cocktail, shares some advice on publishing your thought leadership.

Enjoy!

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 Jeff Clark (our resident Rockstar CMO Strategic Advisor and former Research Director at Forrester) is back in the Marketing Studio, and Jeff and Ian discuss OKR (Objectives and Key Results), a methodology for aligning marketing with the business.

Ian then goes backstage with Yash Chavan, Founder of SARAL, a tool that makes finding, managing, and monetizing influencers simple for consumer brands. Yash is a marketer at heart but an engineer by training. After starting his career in sales, he started a marketing agency that helped many brands and software companies get to their first million in annual revenue. With SARAL, Yash has been exploring the world of influence-driven marketing and has worked with over 5000 influencers. 

Ian and Yash discuss his career, entrepreneurship and the role of influence in the marketing mix for all companies, not just big consumer brands and how to engage smaller influencers.

Finally, we wind down the week in the Rockstar CMO virtual bar with Robert Rose, Chief Troublemaker at The Content Advisory, who, over a cocktail, shares some advice on the importance of process and the mix of content people and process people.

Enjoy!

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.

As Jeff is still away, Ian Truscott has an extended conversation with long-time industry chum, analyst, author, speaker and DAM expert Theresa Regli, Chief Strategist at Vox Veritas Digital.

Theresa helps companies plan and optimize their digital asset & media management strategy and implement DAM and MarTech programs for long-term success. She is the world’s leading expert in the DAM vendor marketplace, advising on over 300 DAM system procurements since 2008 while authoring extensive in-depth research on 50+ DAM systems and the benchmark book about DAM technology.

Theresa and Ian discuss DAM (Digital Asset Management), advice for vendors engaging and influencing analysts, how B2B technology marketing looks from her perspective, why DAM is important for companies, and where they should start with their strategic north star.

Finally, in the Rockstar CMO virtual bar, Ian joins Robert Rose, Chief Troublemaker at The Content Advisory, who, over a cocktail, shares his advice on content in your campaigns and reveals he is returning to Twitter.

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.

Something a bit different this week as Jeff is away, Ian Truscott has an extended conversation with The Content Advisory’s Chief Problem Solver and Lead Analyst, Cathy McKnight, who’s been a regular on the show and with TCA’s Chief Trouble Maker, Robert Rose in the bar, we have ourselves a TCA takeover!

Cathy helps organizations transform how they approach content operations and technology to enable their business strategy and improve performance. She has 20-plus years of global experience and expertise in content strategy, content operations, customer experience, and related technologies. Cathy has led strategic business transformation initiatives and has helped dozens of companies realize their content and marketing/communication objectives by focusing on bridging leadership, content, business process, and technology strategies into practical roadmaps.

Ian and Cathy discuss the new acronym on the content management block (DXC - Digital Experience Composition), a conversation has them riding their content management hobby horses down a bunch of rabbit holes as they explore the acronyms that plague this industry, plus composable martech, MACH, headless and do these technical trends matter to the buyer?

Keeping the content party going, we continue with The Content Advisory as Ian rounds off the week with a cocktail and a marketing thought with the TCA’s Chief Trouble Maker, Robert Rose. 

Enjoy!

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 in the Marketing Studio with Jeff Clark (our resident Rockstar CMO Strategic Advisor and former Research Director at Forrester) Ian Truscott asks how to build an effective marketing team. and Jeff shares five steps to putting your marketing band together, whether you are a startup or an established team.

Founder of Vincita, business and success coach Caroline Kay returns backstage for the third time after previous appearances on episodes 20 and 45. Ian and Caroline discuss her approach to leadership coaching, her inspiring podcast, the concept of Positive Intelligence and the importance of understanding and facing your saboteurs.

Finally, in the Rockstar CMO virtual bar, Ian joins Robert Rose, Chief Troublemaker at The Content Advisory, who over a cocktail, shares some advice on stopping thinking about the marketing medium and being content first.

Enjoy!

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.

In the Marketing Studio this week, Ian Truscott and Jeff Clark, our resident Rockstar CMO Strategic Advisor and former Research Director at Forrester, guide us through the what, why and how of defining an Ideal Customer Profile (ICP).

Ian then goes backstage with Brandi Johnson, CEO of The Coupon Bureau. A fascinating non-profit tech platform that connects manufacturers, retailers, and consumers with the new Universal Digital Coupon. As you’ll hear, we get a startup CEO’s perspective on marketing, as Brandi has previously successfully led tech startups after running her agency. An enjoyable conversation about her company, marketing with coupons, her career, what a startup CEO expects from her marketing team and the wonderful Ted Rubin, a friend of Rockstar CMO who introduced Brandi to the podcast. (Thank you, Ted!).

Finally, in the Rockstar CMO virtual bar, Ian joins Robert Rose, Chief Troublemaker at The Content Advisory, who is sheltering from a rare dark and stormy Californian snowstorm to chat about A.I. generated content and how maybe it would be better to learn one human trait, being forgetful!

Enjoy!

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.

In the Marketing Studio this week, Ian Truscott and Jeff Clark, our resident Rockstar CMO Strategic Advisor and former Research Director at SiriusDecisions/Forrester, developing a personal brand for your executives. Why you should and how to do it.

Ian then goes backstage with Emmanuel Probst, the Global Lead, Brand Thought-Leadership at Ipsos, he’s also an adjunct professor at the University of California, where he teaches Consumer Market Research, and he’s a Wall Street Journal and USA Today best-selling author. 

Emmanuel has an MBA in Marketing, a Doctorate in Consumer Psychology and over 17 years of market research and marketing experience. And he shares this experience in his new book, Assemblage – The Art and Science of Brand Transformation, which he discusses with Ian as well as marketing education, brand purpose and his fascinating career.

Finally, Ian joins Robert Rose, Chief Troublemaker at The Content Advsory to be transported away in the Rockstar CMO virtual bar, where Robert shares a lesson from Dr Seuss on how we should think about the rise of artificial intelligence engines creating content.

Enjoy!

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.

In the Marketing Studio this week, Ian Truscott and Jeff Clark, our resident Rockstar CMO Strategic Advisor and former Research Director at SiriusDecisions/Forrester, discuss things to consider if you are considering launching a podcast as part of your B2B marketing.

Ian then goes backstage with Dan White, a marketing and insights innovator, for nearly 30 years, Dan was a one-company man with Kantar Millward Brown a multinational market research firm specializing in advertising effectiveness, strategic communication, media and brand equity research. Dan now shares that experience as a branding consultant and author, recently publishing The Smart Branding Book. They discuss his career, branding and his writing.

Finally, after his faux par last week, Ian manages to invite Robert Rose to the Rockstar CMO virtual bar this week and discuss some recent B2C research published by the Content Marketing Institute.

Enjoy!

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.

It's groundhog day in the Marketing Studio this week, Ian Truscott and Jeff Clark, our resident Rockstar CMO Strategic Advisor and former Research Director at SiriusDecisions/Forrester, talk about the recurring theme of marketing doing more with less.

Ian then goes backstage with Izzy House. With over 20 years of experience in public affairs, outreach, and marketing, Izzy is the author of two books on Space Marketing and is the host of the Space Marketing Podcast. With this extensive marketing background and three marketing degrees, she turns the lens of marketing onto the space industry, aiming to be a voice that helps guide businesses through the concepts of marketing to empower space companies and further their dreams of space exploration. They discuss Izzy's career, her books and the challenges of marketing space projects.

Finally, Ian winds down the week in the Rockstar CMO virtual bar, although he forgot to invite his regular companion, Robert Rose, so he sits alone and, over a cocktail, shares one of Robert's stories, a cautionary tale of attribution if you are looking at trimming your budget.

Enjoy!

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 in the Marketing Studio, our host Ian Truscott and Jeff Clark, our resident Rockstar CMO Strategic Advisor and former Research Director at SiriusDecisions/Forrester, reboot the Rockstar CMO 5 F'in' Marketing Fundamentals.

Ian then goes backstage with Shamir Duverseau, the Managing Director, Chief Strategist & Co-founder of Smart Panda Labs, a digital experience agency that helps B2C enterprise marketers navigate digital transformation to create experiences their customer's demand. Prior to Smart Panda Labs, Shamir was the Senior Director of Digital Strategy and Services for Marriott International's Vacation Club Division. And over his last 20 years, he has held various marketing leadership roles, overseeing everything from product management to digital strategy, across several industries, from travel to entertainment to technology, with brands like Southwest Airlines, The Walt Disney Company, and NBC Universal. 

They discuss Shamir's career, digital transformation, the importance of the CMO's role in the customer experience, and another excellent nomination for the Rockstar CMO Swimming Pool.

Finally, Ian winds down the week in the Rockstar CMO virtual bar with Robert Rose, Chief Trouble Maker at The Content Advisory and over a cocktail, discusses the challenges and opportunities with customer data as we can depend less on cookies.

Enjoy!

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.