Rockstar CMO FM

This week Ian Truscott and regular guest, rockstar strategy advisor Jeff Clark, former Research Director at SiriusDecisions/Forrester discuss Winning During Changing Times, covering Jeff's recent article he's published on our recently revamped Rockstarcmo.com.

Ian's guest this week is Harry Morton, the founder and CEO of Lower Street, a podcast production agency specializing in creating shows for agencies, startups and enterprise clients. Harry and his team of producers, audio engineers, and marketers have launched more than 50 podcasts and produced thousands of episodes. Their client roster includes the #1 UK business podcast Secret Leaders, brands like Hewlett-Packard Enterprise and Stanford Graduate School of Business, as well as multiple hugely successful agency podcasts.

Finally, Ian winds down the week with his content marketing guru, Robert Rose, the Chief Trouble Maker at The Content Advisory in the Rockstar CMO virtual bar, where, over a cocktail, they tackle the challenge of this marketing age; personalization.

Enjoy!

The people:

• Ian Truscott on LinkedIn and Twitter
• Jeff Clark on LinkedIn and Twitter
• Harry Morton on LinkedIn and Twitter
• Robert Rose on Twitter and LinkedIn

The mentions:

• Rockstar CMO Advisors
• Winning During Changing Times on Rockstar CMO blog
• Harry's agency: Lower Street
• Robert's The Content Advisory Blog
• Robert's article on Content Marketing Institute To Date or Not to Date
• Robert's podcast with Joe Pulizzi - This Old Marketing

The music:

• Piano Music is by Johnny Easton, shared under a creative commons license
• Stienski & Mass Media - We'll be right back on YouTube
• Change Will Do You Good - Cheryl Crow - on Spotify

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In this fifth special mid-week mini-episode, Ian Truscott continues diving into the book “Think Like a Brand, Not a Bank” with its co-author Liz High and this week they share the fourth principle discussed in the book: Remember, product isn't what it used to be.

Liz has worked with virtually every industry on both the client and agency side, using data-driven insight to help shape content, campaigns and brand value. Her clients have included everyone from tech giants Microsoft, Dell and Amazon, to entertainment heavyweight HBO. Her passion and consulting practice is now focused on supporting startup and growth FinTechs, banks and credit unions to innovate, embrace brand thinking, and tell resonant stories that drive growth.

In this episode, they discuss values versus value and while a product is a vehicle for value, it does not convey the values of the organization, which Gallup research has shown is important to consumers today. They discuss Studio Bank, a bank for artists and creators who have understood this notion, focusing on the shared values and needs of their target niche and, of course, the poster child for brand purpose and values; Patagonia.

Enjoy!

You can subscribe to this podcast on Apple, Spotify, Amazon and all good podcasting platforms or drop by https://rockstarcmo.com

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The links:

• Ian Truscott on LinkedIn and Twitter
• Liz High on LinkedIn and Twitter
• Learn more about the book, find where to purchase it and listen to all previous episodes of this mini-series at Think Like a Brand on Rockstar CMO
• You can find Rockstar CMO on the web, Twitter, and LinkedIn

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Please say hello if you have any thoughts or suggestions on the topics we discuss.

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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 discuss the transition that technology companies need to make when they grow beyond selling to their network to needing a sales and marketing function and how they should approach that step.

Ian goes backstage with someone very familiar to the Rockstar CMO community, Cathy McKnight, Chief Solver of Problems at The Content Advisory to discuss her podcast, Uncharted Journeys, which celebrates successful women, where Cathy asks each of them six questions about their careers and life, revealing some inspiring stories. Ian turns the table on Cathy and asks her those same questions.

Finally, 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 for a marketing thought. This week, over a cocktail, Robert is a bit bah humbug about Halloween and discusses the problem with content that is just an "info dump".

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

Enjoy!

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The Links (if you can’t see them, please stop by https://rockstarcmo.com)

The people:

• Ian Truscott on LinkedIn and Twitter
• Jeff Clark on LinkedIn and Twitter
• Cathy McKnight on LinkedIn and Twitter
• Robert Rose on Twitter and LinkedIn

As mentioned in this week’s episode:

• Cathy's podcast: Uncharted Journeys
• Robert’s The Content Advisory Blog
• Robert’s latest project: Experience Advisors

Rockstar CMO:

• Rockstar CMO on the web, Twitter, and LinkedIn
• Previous episodes and all 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
• Courage - by The Tragically Hip - on Spotify
• Step It Up by Stereo MC's on Spotify

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You can subscribe to this podcast on Apple, Spotify, Amazon and all good podcasting platforms – or visit https://rockstarcmo.com

Learn more about your ad choices. Visit megaphone.fm/adchoices

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 inspired by a Forrester webinar, discuss Marketing Qualified Leads (MQLs) and opportunities.

Ian goes backstage with Ariadna Navarro the Chief Growth Officer at strategy and design agency VSA Partners, where she leads strategy, client engagement and business development. Acknowledging the connective tissue between what a brand is and what a brand does, Ari has a unique perspective on where markets are going, what clients need and how a brand can find a moment of differentiation in crowded markets. And you can find her working on projects from IBM to AT&T to Wayfair.

VSA Partners is a strategy and design agency that blends consumer insights and data with human-centred design to activate meaningful, motivating and measurable experiences in an increasingly noisy world. With offices in Chicago, New York and San Francisco, VSA offers a full range of fully integrated capabilities—branding, advertising, data science and technology—all under one roof and is a proud member of Meet The People, an international family of independent agencies. For more than 40 years, VSA has delivered solutions for business and creative leaders at some of the world’s most respected brands and forward-thinking organizations, including Google, Nike and IBM.

Finally, 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, for a marketing thought. This week, over a cocktail, Robert points out that it's not just the story but how you tell it.

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

Enjoy!

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The Links

(if you can’t see them, please stop by https://rockstarcmo.com)

The people:

• Ian Truscott on LinkedIn and Twitter
• Jeff Clark on LinkedIn and Twitter
• Ariadna Navarro on LinkedIn
• Robert Rose on Twitter and LinkedIn

As mentioned in this week’s episode:

• Forrester Webinar - Goodbye MQLs! Hello Opportunities!
• VSA Partners
• Robert’s The Content Advisory Blog
• Robert’s latest project: Experience Advisors

Rockstar CMO:

• Rockstar CMO on the web, Twitter, and LinkedIn
• Previous episodes and all 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
• Opportunities by The Pet Shop Boys on Spotify

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You can subscribe to this podcast on Apple, Spotify, Amazon and all good podcasting platforms – or visit https://rockstarcmo.com

Learn more about your ad choices. Visit megaphone.fm/adchoices

This week our host Ian Truscott and Jeff Clark, former Research Director at SiriusDecisions/Forrester and sought after marketing strategy advisor kick off a new series discussing five f'in' marketing fundamentals, and along the way flog marketing music analogies pretty much to death.

Ian interviews Chris Lynch, the Chief Marketing Officer at Sales Readiness Platform, Mindtickle. Chris oversees all global marketing functions, including product marketing, demand gen, brand, and creative. As you’ll hear he has deep experience in product positioning and messaging, go-to-market strategies, and the alignment of marketing with sales objectives. Before MindTickle, Chris was the CMO at the direct-to-consumer apparel brand KUIU, where he built a team focused on data-driven strategies and customer engagement, was the CMO at Cision, where he led a global team and pioneered a new approach to messaging and campaign development, culminating in Cision’s IPO. And prior to that, Chris had senior marketing roles at Oracle, Badgeville, Tibco and Socialtext.

Besides learning about Chris's career, what inspired him to become a marketer from his background as a journalist, we learn about sales readiness and enablement and Chris nominates a popular choice for our portal to marketing hell that is the Rockstar CMO swimming pool.

Ian then winds down the week, with his content marketing guru, Robert Rose who is the Chief Trouble Maker at the Content Advisory and was once described as a likeable Mark Ritson. Over a cocktail, Robert shares a thought about a wicked problem.

The people:

• Ian Truscott on LinkedIn and Twitter
• Jeff Clark on LinkedIn and Twitter
• Chris Lynch on Linkedin and Twitter
• Robert Rose on Twitter and LinkedIn

The mentions:

• Modern Product Marketers Roadies or Rockstars?
• Mindtickle on the web, Twitter and LinkedIn
• The Mindtickle Podcast
• Article by Chris Lynch on BuiltIn: How to Align Your Marketing Content With Sales Needs.
• Robert's The Content Advisory Blog
• Robert's podcast with Joe Pulizzi - This Old Marketing

The music:

• Piano Music is by Johnny Easton, shared under a creative commons license
• Stienski & Mass Media - We'll be right back on YouTube
• The Fundamental Things by Bonnie Raitt on Spotify

Previous episodes, show notes and transcripts are on Rockstar CMO FMand the podcast is available on all your favorite platforms, including Apple and Spotify.

Learn more about your ad choices. Visit megaphone.fm/adchoices