Your brand story doesn’t get you very far if you are just puffing your chest out and telling people what you think they want to hear, whether you are selling soft toys or software, to engage with a consumer every brand has to have a story with some soul and with the Bobby Byrd/James Brown hit “I Know You Got Soul” on repeat, Ian Truscott digs deeper.
Author: Ian Truscott
Not a rock star, but Ian is a 4 x CMO, a trusted advisor and Chief Bottle Washer at Rockstar CMO, who applies his experience to create ART (Awareness, Revenue and Trust) for B2B companies. Ian brings over two decades of marketing leadership experience to Rockstar CMO, he also a former techie, product marketer, CTO, agency guy and industry analyst.
Why invest in persona development?
In an era of big data, agile marketing, A/B testing, fail fast – is persona development still a good use of your time?
ART in B2B Marketing Creates Outcomes not Outputs
It’s easy to be distracted by techniques, strategies, channels and outputs, but focus on ART and create outcomes.
Rockstar CMO Review of 2018
If you’ve visited before, you’ll see we’ve entered the new year with a fresh new look and as we combed through our first 10 issues, we thought this was a great opportunity to reflect and celebrate the fantastic folks that have contributed to our community in 2018.
The London Calling Issue
Going with the theme of communication, we plucked from our record box the classic “London Calling” by the Clash – so welcome to the London Calling Issue.
The Green Room Secret Santa
Every month we pose a question to our Rockstar CMOs. As this issue drops during the season of goodwill, we’re thinking about gifts. So we wondered, what would this fine and generous band of marketers gift to our marketing community?
Into the Pool #10: Marketing AI
Casey Petersen is conspiring with Ian Truscott to chuck Marketing AI into the Rockstar CMO swimming pool. Some would say a brave choice as artificial intelligence is such a darling of the current marketing zeitgeist. Do you agree?
Backstage with L.Michelle Smith
A classically-trained mezzo soprano, entrepreneur, author, speaker, coach, marketing leader, L.Michelle Smith is on a mission and shares her insights from a 25 year career.
A Little More Conversation, a Little Less Action, Please?
Ian Truscott argues that in this new age of marketing, you need to focus on the real, relevant and considered conversations you have with your audiences – and why anything else is just spam.
The Rockstar CMO Hall of Fame
Every rock hero stands on the shoulders of giants: think Prince’s debt to little Richard, or Chuck Berry’s impact on the Stones. So as the final chords of 2018 reverb round the Rockstar CMO stage, we asked our backstage rock stars who they’d induct into the Marketing Hall of Fame.
Singing is Optional – Defining a Brand Personality
Following an experience where a hotel offered him the opportunity to sing in the shower, Ian Truscott explores the art of creating a brand personality.
Into the Pool #9: The Big Deal Today About Chatbots
This month’s penthouse ruckus has been started by Jeanniey Mullen who suggests that Ian Truscott throw “The big deal today about chatbots” into the Rockstar CMO Swimming pool. Something he seems only too eager to do.