Welcome to The Rose and Rockstar - with the Chief Troublemaker at Seventh Bear, Robert Rose, behind the bar serving one of his splendid cocktails while our host Ian Truscott, a CMO but not a rockstar, picks his brain on a marketing topic. 

This week, over a fierce absinthe cocktail, Ian and Robert discuss the 2026 B2B Content and Marketing Trends Report from the Content Marketing Institute, based on a survey of 1000 marketers and research that Robert was the lead analyst for this year. 

Some key points they discuss from the research:



AI should enhance creativity, not replace it.




Budget priorities in marketing are shifting towards technology.




Quality content strategy is more important than quantity.




Creativity in marketing needs to be prioritized.




The importance of human investment in marketing teams.




If you have a question for the bar or an opinion on this week's discussion, please get in touch - just search “rockstar cmo” on the interwebs or LinkedIn.

Enjoy!

—

The Links

The people:



Ian Truscott on LinkedIn




Robert Rose on LinkedIn and on Threads




Mentioned this week



B2B Content and Marketing Trends: Insights for 2026




Ian’s firm - Velocity B




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, Twitter, 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




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

Ver todos los episodios