In this week’s episode, the topic for the Marketing Studio with Jeff Clark, former Forrester Research Director is the concept of the Demand Unit Waterfall created by his old chums at Forrester. Our host Ian Truscott asks if this is still relevant and Jeff shares six things for B2B marketers to consider from this model.  

Ian then winds down the week with Robert Rose, Chief Troublemaker at The Content Advisory, in the Rockstar CMO virtual bar who over a cocktail gets Ian sued by Columbia records and asks do you want awareness or trust?


The people:

// Ian Truscott on LinkedIn and Threads

// Jeff Clark on LinkedIn

// Robert Rose on LinkedIn and Threads

Mentioned in this week’s episode:

// Forrester’s Demand Unit Waterfall 

// Robert’s firm: The Content Advisory

// Robert’s podcast with Joe Pulizzi: This Old Marketing 

// Robert’s “Rose Colored Glasses” column for CMI.

Rockstar CMO:

// Rockstar CMO on the web, Twitter, and LinkedIn

// Previous episodes and all the 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

// Waterfall by The Stone Roses on Spotify

// Texas Hold ‘Em by Beyonce on Spotify

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

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