Does the world need another f'in' marketing podcast? Our host and 4xCMO Ian Truscott asked this 5 years ago. The world said "no", but he did it anyway - and each week with his guests and chums, he shares B2B marketing street knowledge - the authentic, practical marketing strategy advice that will bring out the rock star marketer in you. Learn more, follow, and get the show notes at https://rockstarcmo.com.
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Does the world need another f'in' marketing podcast? Our host and 4xCMO Ian Truscott asked this 5 years ago. The world said "no", but he did it anyway - and each week with his guests and chums, he shares B2B marketing street knowledge - the authentic, practical marketing strategy advice that will bring out the rock star marketer in you. Learn more, follow, and get the show notes at https://rockstarcmo.com.
The Rockstar CMO Studio: Into the Brand to Demand Zone
The Rockstar CMO F'in' Marketing Podcast
38 minutes
3 weeks ago
The Rockstar CMO Studio: Into the Brand to Demand Zone
This week, Jeff Clark, former Forrester Research Director, and our host Ian Truscott, Managing Partner at Velocity B, dive into a new report from 6Sense and Stein, called “Winning in the Brand to Demand Zone” authored by Marc Keating, Chief Innovation Officer at Stein, and Kerry Cunningham, Research and Thought Leadership, 6sense. That is based on an analysis of research from 1,000 6Sense customers.
It’s an extensive report, running to over 30 pages, and the chaps give it their 5 f’in’ things treatment and pull out 5 points that caught their eye:
The evolution of 95-5 rule to 3 states: split 60% out of market, 34% are actively evaluating, and 6% are ready to buy.
There’s a semi-permeable membrane between in-market and out-of-market
The new member of the buying group - our buyers' AI assistant
Hidden buyers are a challenge
The Category-Brand Matrix - Understanding where you are in the category
As always, we welcome your feedback. If you have a hot topic you'd like us to discuss, please get in touch using the links below.
Enjoy!
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The Links
The people:
Ian Truscott on LinkedIn
Jeff Clark on LinkedIn
Mentioned this week:
The Brand-to-Demand Zone Playbook (Gated)
Post on LinkedIn by Kerrry Cunnigham discussing the report
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
DJ Khaled - All I Do Is Win (Official Video) ft. T-Pain, Ludacris, Rick Ross, Snoop Dogg
You can listen to this on all good podcast platforms, like Apple, Amazon, and Spotify.
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The Rockstar CMO F'in' Marketing Podcast
Does the world need another f'in' marketing podcast? Our host and 4xCMO Ian Truscott asked this 5 years ago. The world said "no", but he did it anyway - and each week with his guests and chums, he shares B2B marketing street knowledge - the authentic, practical marketing strategy advice that will bring out the rock star marketer in you. Learn more, follow, and get the show notes at https://rockstarcmo.com.
