This week, Jeff Clark is back from his holidays and returns to the marketing studio, where he and host Ian Truscott are inspired by some new research from Spark Toro that they share in a blog article “If your audience’s sources of influence and your marketing budget don’t align, you’re gonna have a bad time” about some of the discrepancies between what channels are influential and how much we invest in them.

They discuss:

• Understanding the full investment in each channel, including the level of effort and tools and not just external spend
• Some tips on doing a budget assessment
• Attributing influence and engagement
• The reasons why invest too much in some channels
• Hedging across channels
• Channels and the buyer’s journey

As ever, we welcome your feedback. Please let us know if you like the new format and if you would like us to discuss a topic that has caught your eye – get in touch on the links below. 

Enjoy!

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The Links

The people:

• Ian Truscott on LinkedIn and Bluesky
• Jeff Clark on LinkedIn

Mentioned this week

• If your audience’s sources of influence and your marketing budget don’t align, you’re gonna have a bad time – Spark Toro research post
• Cleantech Insiders

Rockstar CMO:

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

Track List:

• Money Talks by AC/DC on YouTube
• Piano Music is by Johnny Easton, shared under a Creative Commons license
• We’ll be right back by Stienski & Mass Media on YouTube

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

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