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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