The Rockstar CMO Studio: Into the Brand to Demand Zone

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:

1. The evolution of 95-5 rule to 3 states: split 60% out of market, 34% are actively evaluating, and 6% are ready to buy. 

2. There’s a semi-permeable membrane between in-market and out-of-market

3. The new member of the buying group - our buyers' AI assistant

4. Hidden buyers are a challenge

5. 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:

• Ian Truscott on LinkedIn

• Jeff Clark on LinkedIn

Mentioned this week:

• The Brand-to-Demand Zone Playbook (Gated)

• Post on LinkedIn by Kerrry Cunnigham discussing the report

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:

• Stienski & Mass Media - We'll be right back

• DJ Khaled - All I Do Is Win (Official Video) ft. T-Pain, Ludacris, Rick Ross, Snoop Dogg

You can listen to this on all good podcast platforms, like Apple, Amazon, and Spotify.

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