Our sixth visit to the officially renamed virtual bar – The Rose and Rockstar – with the Chief Troublemaker at Seventh Bear, fractional marketing leader and author Robert Rose. 

Over one of his fabulous cocktails this week, our host, Ian Truscott, asks the big B2B question – to gate or not to gate?

They discuss:

• The classic tension between marketing and sales
• How to create urgency and scarcity to improve engagement 
• Creating communities can serve as a new form of gating
• Sneaky gating tactics that may backfire
• Is the value of content diminished by gating?
• Creative gating strategies that B2B marketers should adopt
• Building a content business

Do you have a question for the bar? Or maybe an opinion on what we’ve discussed? Please get in touch – just search “rockstar cmo” on the interwebs or LinkedIn.

Enjoy!

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The Links

The people:

• Ian Truscott on LinkedIn and Bluesky
• Robert Rose on LinkedIn and Bluesky

Mentioned this week

• Robert on CMI Blog: Gating Content: Where Do You Stand in the Great Debate?
• This Old Marketing Podcast: Super Bowl Ad Winners & Highest Ratings in History (467)

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:

• 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.

This podcast is part of the Marketing Podcast Network

Learn more about your ad choices. Visit megaphone.fm/adchoices