The Ideal Customer Profile, Casting Visions with Brandi Johnson and Maybe A.I, Needs to Forget the Eggs Episode
This week Jeff and Ian discuss defining an Ideal Customer Profile, we go backstage with tech startup CEO Brand Johnson of The Coupon Bureau and Robert wonders if A.I would be better with a forgetful internet.
In the Marketing Studio this week, Ian Truscott and Jeff Clark, our resident Rockstar CMO Strategic Advisor and former Research Director at Forrester, guide us through the what, why and how of defining an Ideal Customer Profile (ICP).
Ian then goes backstage with Brandi Johnson, CEO of The Coupon Bureau. A fascinating non-profit tech platform that connects manufacturers, retailers, and consumers with the new Universal Digital Coupon. As you’ll hear, we get a startup CEO’s perspective on marketing, as Brandi has previously successfully led tech startups after running her agency. An enjoyable conversation about her company, marketing with coupons, her career, what a startup CEO expects from her marketing team and the wonderful Ted Rubin, a friend of Rockstar CMO who introduced Brandi to the podcast. (Thank you, Ted!).
Finally, in the Rockstar CMO virtual bar, Ian joins Robert Rose, Chief Troublemaker at The Content Advisory, who is sheltering from a rare dark and stormy Californian snowstorm to chat about A.I. generated content and how maybe it would be better to learn one human trait, being forgetful!
Enjoy!
The Links
The people:
- Ian Truscott on LinkedIn and Twitter
- Jeff Clark on LinkedIn and Twitter
- Brandi Johnson, on LinkedIn and Twitter
- Robert Rose on LinkedIn and his website
As mentioned in this week’s episode:
- Jeff's article on The Rockstar CMO blog - Tune into Your Ideal Customer Profile
- Templates for ICP modelling on the Hubspot Blog
- ICP tutorial by TK Kader on YouTube
- The Coupon Bureau
- Ted Rubin, his website, his first appearance on Rockstar CMO and his articles
- Robert's post on LinkedIn about the $100m comma
- Robert’s Newsletter on LinkedIn
- Robert chatting to Marketing AI expert Paul Roetzer on This Old Marketing
Rockstar CMO:
- The Beat Newsletter
- Rockstar CMO on the web, Twitter, and LinkedIn
- Previous episodes and all 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
- On Top of the World by Imagien Dragons on Spotify
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Reviews
"Ian is both a CMO and a student of marketing. Ever curious, he dives deep into the biggest issues facing CMOs and believes that B2B marketing can be so much better than it typically is. He also knows how to butter up his guests in a way that makes them feel appreciated and even more committed to sharing useful knowledge."- Drew Neisser - Chief Marketing Renegade
"We had a lot of fun talking with Ian Truscott on the Rockstar CMO podcast this week. Think you'll enjoy Ian's great style! Thank fuck for another not boring marketing podcast!"- Tweet from guests @RobandKennedy
"Ian really knows his stuff when it comes to modern marketing tech and techniques. His 'gang' of Jeff Clark and Robert Rose make the show a must-listen-to if you want to get a great view over the marketing landscape." - ASmithcalledKeith via Apple Podcasts