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:

Some categories still need basic education
Keep the education grounded
Present your unique POV on how to solve buyer challenges
Do buyers want to be experts?
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:

Ian Truscott on LinkedIn
Jeff Clark on LinkedIn
Robert Rose on LinkedIn

Mentioned this week:

Buyers are not blank slates - Kerry Cunningham, 6Sense
The Beat Newsletter - Just Enough Education to Perform
The Ghost Workforce: How AI Is Reshaping Content and Marketing Roles in 2026
Robert’s podcast: This Old Marketing
Robert’s newsletter: Lens, his websites, robertrose.net and seventhbear.com

Rockstar CMO:

The Beat Newsletter that we send every Monday
Rockstar CMO on the web and LinkedIn
Previous episodes and all the show notes: Rockstar CMO FM.

Track List:

We’ll be right back by Stienski & Mass Media on YouTube
Piano Music is by Johnny Easton, shared under a Creative Commons license
Stereophonics - Mr. Writer (Official Music Video)

You can listen to this on all good podcast platforms, like Apple, Amazon, and Spotify.

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