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THE FEATURES CREATURES ISSUE

FEBRUARY 2020

In a break from the norm, this issue has not been named after a classic album. ‘Features Creatures’ by Björk is neither a classic (yet) or an album, but the title of this eccentric track nails the theme for this issue as we look at the relationship between marketing and product development.

Read on for the normal dose of straight-talking, keen observations and shared experiences. Our rockstars share how the features creatures in the product team need a little help from their friends in marketing, the role of product marketing, a wonderful backstage interview and a note from adnanamau5, the anonymous advertiser, we found tied to a brick in reception. Enjoy!

Welcome to The Features Creatures issue.

Ian Truscott

Editor -in-Chief @rockstarcmo | @iantruscott

Isn’t it odd?
Isn’t it peculiar?
These statistics of my mind
Shuffling your features
Assembling a man

Feature Creatures – Björk

Backstage with Oliver Pilgerstorfer

Ian Truscott

IFS develops and delivers enterprise software for customers around the world and when their CMO, Oliver Pilgerstorfer, sat down with us and started an answer with “I probably shouldn’t admit this” our editor Ian Truscott knew he was in for a fun interview…

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Modern product marketers: Roadies or rockstars?

Nicholas Einstein

We’ve enjoyed Nick Einstein’s insight as an analyst here on Rockstar CMO, but in a timely move coinciding with our focus on the product for this issue, he’s switched to product marketing. Here he ponders if product marketers are the roadies or the rockstars

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When product and marketing collide

Lauren Bowden

Lauren Bowden, experienced B2B marketer shares her experience of the relationship between product development and marketing, with some pragmatic advice to be Pragmatic.

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The Green Room: Marketers and the features creatures

Ian Truscott

The Green Room, our excuse to do our best Colombo impression and ask “Just one more thing” to the wonderful Rockstar marketers we’ve gone backstage with. This month we chatted about marketings’ relationship with product development.

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When should product development call marketing? How soon is now?

Dennis Shiao

In the classic hit “How soon is now”, Morrissey from The Smiths lamented “I am human, and I need to be loved, just like everybody else does.” A feeling shared by customers when products, developed in a vacuum are thrust onto an unsuspecting world. Dennis Shiao suggests the remedy is the timing of when marketing gets involved. When? How soon is now?

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Author

Ian Truscott

Not a rock star, but Ian is a 3 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.

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