This week, former Forrester Research Director, Jeff Clark, is back in the studio for a discussion with our host Ian Truscott about buyer education, inspired by an article by Kerry Cunningham, of 6Sense: “Buyers are not blank slates”, and give it the 5 f’in’ things treatment.
They discuss:
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Some categories still need basic education
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Keep the education grounded
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Present your unique POV on how to solve buyer challenges
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Do buyers want to be experts?
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Campaigns need to master “answer engine optimization”
Ian then joins Robert Rose in the virtual bar, The Rose & Rockstar, for a classic cocktail and a chat.
This week, Ian and Robert discuss the latest article from Robert in his Rose Colored Glasses Series on the Content Marketing Institutes blog – The Ghost Workforce: How AI Is Reshaping Content and Marketing Roles in 2026
Enjoy!
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The Links
The people:
Mentioned this week:
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Buyers are not blank slates – Kerry Cunningham, 6Sense
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The Beat Newsletter – Just Enough Education to Perform
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The Ghost Workforce: How AI Is Reshaping Content and Marketing Roles in 2026
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Robert’s podcast: This Old Marketing
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Robert’s newsletter: Lens, his websites, robertrose.net and seventhbear.com
Rockstar CMO:
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The Beat Newsletter that we send every Monday
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Previous episodes and all the show notes: Rockstar CMO FM.
Track List:
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We’ll be right back by Stienski & Mass Media on YouTube
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Piano Music is by Johnny Easton, shared under a Creative Commons license
You can listen to this on all good podcast platforms, like Apple, Amazon, and Spotify.
Learn more about your ad choices. Visit megaphone.fm/adchoices
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