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Rockstar CMO

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B2B Marketing

What the F’ is Product Led Growth (PLG)?
B2B Marketing, Marketing

What the F’ is Product Led Growth (PLG)?

You may have heard that there is a new acronym kid on the tech product marketing block; Product Led Growth (PLG), but is this a hit or something only its mother will love?

B2B Marketing, Content marketing, Content Strategy

The 5 R’s of a great B2B marketing blog (with examples)

In the deluge of B2B content, how do you stand out? Try these 5 R’s, with examples of organizations doing this well…

B2B Marketing, Content marketing

5 Reasons Successful Tech Start-ups invest in Content Marketing

The successful telling of the story around a product is recognized to be as important as the product itself. This is especially essential for start-ups looking to stake their claim in the market, Ian Truscott shares his experience.

B2B Marketing

Case Studies: How to Create Marketing Gold

In a world seemingly more and more cynical of sales and marketing, the authentic voice of a someone “like them” is compelling. Ian Truscott shares his experience on how to create this marketing gold.

B2B Marketing, Content marketing

Cover the B2B Bases with 5 Content Types

We might not baseball experts, but we have a bit of experience creating content across customer journeys and in this article Ian Truscott outlines the five types of content needed to support a B2B buyer…

B2B Marketing, Content marketing, Marketing

Create a Content Hub and Engage Your Crowd

We are a fan of content hubs, low branded thought leadership web publications as a place for consumer and influencer engagement. Having created a few, in this post we share a bit of that experience.

B2B Marketing, Content marketing, Marketing

6 Reasons to Get a Creative Buddy

There is a lot to juggle when you are leading a marketing team and creativity can be lost at the crucible of internal resistance and getting shit done, I know, I’ve been there. Help could be close at hand – get a creative buddy. 

B2B Marketing, Content marketing, Marketing

Why invest in persona development?

In an era of big data, agile marketing, A/B testing, fail fast and all the pace and fluidity we are injecting into our marketing, is persona development still a good use of your time?

B2B Marketing, Content marketing, Marketing

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.

B2B Marketing, Category definition, Content marketing

Feel the fear and be different anyway

As Seth Godin said “Products and services that get talked about are the ones that are worth talking about.” so, how do you stand out?

B2B Marketing

What is the ART of B2B Marketing?

What do we mean by creating ART for B2B? Ian Truscott shares his successful philosophy.

B2B Marketing, Category definition, Content marketing

Be the hero of your category story

Taking the time to define a brand story is necessary and fantastic, but changing the definition of a category, owning the story of the market in which you play is hugely powerful.

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Yes! But, you can't just say it, man. You've gotta feel it in your blood and guts! If you wanna rock...

Dewey Finn - School of Rock


Marketing is telling the world you’re a rock star. Content marketing is showing the world you are one.

Robert Rose


Marketing is no longer about the stuff that you make, but about the stories you tell.

Seth Godin



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