This week, former Forrester Research Director Jeff Clark is back in the studio with our host Ian Truscott, and they discuss the impact of LLMs on the big analyst firms and the general advisory around B2B buying decisions.

They share 5 f’in’ tips for buyers, analysts, and vendors in this new buying environment

LLMs only work on publicly available information
Vendors need to broaden the scope of AR/IR/PR
Where do I go for unbiased, original research?
Beating FOMU or FOFU
How can we connect buyers to successful peers?

Ian then joins Robert Rose in our virtual bar, The Rose and Rockstar, for one of his fabulous cocktails and a chat about a marketing topic.

This week, Ian and Robert discuss an article from Robert’s column for The Content Marketing Institute From Content Factory to Media Operation: A Maturity Model for 2026 and Robert steps through four maturity steps:

Stage one: Campaign-led marketing.
Stage two: Content factory.
Stage three: Content orchestration.
Stage four: Integrated media operation

Enjoy!

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The Links

The people:

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

Mentioned this week:

Ian's Tuesday 2¢ blog
Robert’s article: From Content Factory to Media Operation: A Maturity Model for 2026
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
Foo Fighters - My Hero (Official HD Video) on YouTube

You can listen to this on all major podcast platforms, including Apple Podcasts, Amazon Podcasts, and Spotify.

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