The Rockstar CMO Studio: Into the Brand to Demand Zone
This week, Jeff and Ian dive into some fresh research from 6Sense and Stein discussing the Brand to Demand Zone.
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This week, Jeff Clark, former Forrester Research Director, and our host Ian Truscott, Managing Partner at Velocity B, dive into a new report from 6Sense and Stein, called “Winning in the Brand to Demand Zone” authored by Marc Keating, Chief Innovation Officer at Stein, and Kerry Cunningham, Research and Thought Leadership, 6sense. That is based on an analysis of research from 1,000 6Sense customers.
It’s an extensive report, running to over 30 pages, and the chaps give it their 5 f’in’ things treatment and pull out 5 points that caught their eye:
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The evolution of 95-5 rule to 3 states: split 60% out of market, 34% are actively evaluating, and 6% are ready to buy.
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There’s a semi-permeable membrane between in-market and out-of-market
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The new member of the buying group – our buyers’ AI assistant
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Hidden buyers are a challenge
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The Category-Brand Matrix – Understanding where you are in the category
As always, we welcome your feedback. If you have a hot topic you’d like us to discuss, please get in touch using the links below.
Enjoy!
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The Links
The people:
Mentioned this week:
Rockstar CMO:
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The Beat Newsletter that we send every Monday
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Previous episodes and all the show notes: Rockstar CMO FM.
Track List:
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