The Time to Step It Up Marketing Your B2B Tech, Cathy's Uncharted Journey and an Info Dump over a Cocktail Episode
10/29/22 • 72 min
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!
—
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
—
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 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!
—
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
—
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
Previous Episode
Think like a Brand #5 - Product Ain't What it Used to Be
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
--
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
--
Please say hello if you have any thoughts or suggestions on the topics we discuss.
Learn more about your ad choices. Visit megaphone.fm/adchoices
Next Episode
Think like a Brand #6 - Coach and Compose
In this sixth 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 fifth principle discussed in the book: Coach and Compose.
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 the need to help stakeholders and customers to understand your product, brand or great idea. Liz dives into some examples, such as Microsoft, Weight Watchers, ZiFi and Marstone.
Enjoy!
You can subscribe to this podcast on Apple, Spotify, Amazon and all good podcasting platforms or drop by https://rockstarcmo.com
--
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
--
Please say hello if you have any thoughts or suggestions on the topics we discuss.
Learn more about your ad choices. Visit megaphone.fm/adchoices
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