Unicorny: Recent Episodes
Selbey Anderson
Deep dives with über successful marketing and communications leaders exploring what works right now and what you can take away for your business. New episodes fortnightly on Tuesdays.
In this episode of The Unicorny Marketing Show, Jules Beriff, UK Marketing Director at ESET UK, reveals how businesses can build trust as a cornerstone for brand resilience.
Jules explains why trust internally—within teams and leadership—and externally, with customers and partners, is crucial for navigating crises and driving sustainable growth.
What you'll learn:
- The role of brand awareness in securing long-term customer loyalty
- Tips for fostering trust between marketing leaders and finance teams
- Insights into flat organisational structures that promote autonomy and collaboration
- How shared experiences and community-driven events spark channel partner loyalty
Don't miss this episode for a masterclass in turning challenges into opportunities. Listen now to better approach to brand strategy!
About Jules Berriff Jules Berriff graduated with a degree in Economics and Master’s in Cultural Management from Northumbria University.
Jules started working for the University on international projects whilst studying, moved into film, was seconded to BAFTA, and then, seduced by a job title, hopped into the old Business Link Service. After being made redundant, she spent a year in legal work focused on offices in the Middle East before returning to the cultural sector with the Science Museum Group. Jules then moved to English Heritage as Territory Marketing Manager for the North of England, before joining the Continuum Group in 2016 as Head of Sales, Marketing, and Brand Experience. Jules now works in the very different but exciting world of cybersecurity.
Jules has a commercial head on creative shoulders and adores marketing, relishing the complex and conflicting mix of data science overlaid with creativity that, when done right, can yield fantastic results.
Links Full show notes: Unicorny.co.uk
Watch the episode: https://youtu.be/PdZXTe7BNWs
LinkedIn: Jules Berriff FCIM | Dom Hawes
Website: ESET UK
Sponsor: Selbey Anderson
Other items referenced in this episode:
Octopus energy
Safer kids online by ESET
In this episode of The Unicorny Marketing Show, host Dom sits down with Camilla Davison, CMO of ZF Aftermarket, to explore how B2B marketing can deliver meaningful customer value.
Camilla shares her journey from consumer goods to the aftermarket industry, revealing key lessons about value creation, marketing leadership, and the challenges of balancing short-term profitability with long-term brand building.
What you'll learn:
- The role of marketing insights in strategy development.
- How to build cross-functional relationships for better business outcomes.
- Why marketing must transition from a support function to a strategic driver.
Tune in for practical advice on shaping marketing as the hub of organisational growth.
About Camilla Davison Camilla Davison has had a long and windy career that has provided many exciting opportunities for fulfilling growth and new experiences.
Starting very conventionally on a Marketing graduate recruitment scheme, Camilla spent 15 years with Kimberly-Clark on exciting Brands like Andrex and Kleenex. On moving to Africa, she found a different purpose in charitable work, supplying the basics in a more practical way for 6 years. On return Camilla settled back at KC to lead their baby business in Europe, driving both product and commercial innovation in a very competitive arena. Camilla then moved to B2B - taking those fundamental brand marketing skills to build brands in the public washroom arena. From there she went to a completely different arena of Autoparts and the aftermarket...First with Tenneco and now with ZF.
Links Full show notes: Unicorny.co.uk
Watch the episode: https://youtu.be/seBnHjQs0Jc
LinkedIn: Camilla Davison | Dom Hawes
Website: ZF Aftermarket
Sponsor: Selbey Anderson
Other items referenced in this episode:
FMCG = fast moving consumer goods
OE = original equipment
BGM = Buying group marketing
Lisa Quest, Partner, Head of UK&I, Co-Head of Government and Public Institutions - Europe at Oliver Wyman, joins The Unicorny Marketing Show to discuss how marketing can transform from a cost centre into a powerful growth driver.
Drawing on her leadership experience, Lisa shares how aligning marketing strategies with leadership priorities and metrics can unlock unprecedented business impact.
What you’ll learn:
- How marketing strategy becomes a translator for leadership priorities.
- Why building resilient marketing teams is essential in today’s market.
- Insights into aligning marketing metrics with leadership KPIs for greater impact.
Listen in to learn how you can redefine your marketing team as a driver of growth and strategy
About Lisa Quest Lisa Quest leads Oliver Wyman's Practice in the United Kingdom and Ireland working with public and private sector organizations to digitally transform, increase productivity, and drive effective and efficient public services for society.
Links Full show notes: Unicorny.co.uk
Watch the episode: https://youtu.be/WbhVxauK0Cs
LinkedIn: Lisa Quest | Dom Hawes
Website: Oliver Wyman
Sponsor: Selbey Anderson
In this episode, Jazz Aujla, global head of digital marketing at Euromonitor International, shares her insights on aligning marketing efforts with customer needs. From her journey starting in research at Deloitte to a leader in digital marketing.
Jazz breaks down why companies often underestimate their customers, the risks this poses, and how to avoid common pitfalls.
What you'll learn:
- Why starting with the customer is vital for long-term growth.
- How to lay the right marketing technology foundations.
- The challenges and solutions of clean CRM data.
- Balancing AI in marketing with human insights.
- How data-driven marketing fosters sustainable growth.
Understanding your customers isn’t just a nice-to-have—it’s the difference between thriving and stagnating.
Jazz’s advice will challenge your assumptions and help you rethink how to align your marketing efforts with what your customers truly need.
About Jazz Aujla Creativity, communication and innovation have been at the heart of Jazz's career for the past decade. Jazz has delivered B2B acquisition strategies for professional services, SaaS and tech-forward businesses, with highly effective results.
As the current Global Head of Digital Marketing at Euromonitor International, she has led on the successful delivery of the new-look corporate website, growing acquisition marketing channels, as well as evolving the brand’s social media presence.
Links Full show notes: Unicorny.co.uk
Watch the episode: https://youtu.be/aDadDuX2Adc
LinkedIn: Jazz Aujla | Dom Hawes
Website: Euromonitor
Other items referenced in this episode:
Why marketers make the best startup founders with David Hart
Short-term gains often tempt businesses to cut corners—but at what cost? Christine Alemany joins The Unicorny Podcast to discuss balancing immediate profit demands with building long-term trust and authenticity. From high-profile corporate missteps to cautionary tales like Boeing and WeWork, Christine reveals why credibility matters and how sustainable growth stems from consistency.
What you'll learn:
- The risks of prioritising short-term gains over trust-building
- Key lessons from brands like Microsoft, Coinbase, and Liquid Death
- Christine’s 4-step process for maintaining credibility and consistency
- How businesses can align short-term performance with long-term growth
Don’t let the profit trap hold you back—discover how authenticity can be your strongest growth strategy.
About Christine AlemanyChristine Alemany is an engineer and revenue generator who is passionate about leading late-stage SaaS companies through growth. From the coding trenches to the executive boardroom, she brings over 20 years of experience across product, marketing, and sales to drive exponential growth for emerging growth and Fortune 100 companies, including Dell, Citi, and IBM.
Christine is recognised for innovation, content, and customer experience, being named a LinkedIn Top Voice and one of the Top 30 Most Influential Fintech Marketers.
Links Full show notes: Unicorny.co.uk
Watch the episode: https://youtu.be/RRidTMrDwVo
LinkedIn: Christine Alemany | Dom Hawes
Websites: Most-Loved Workplace®
Sponsor: Selbey Anderson
Other items referenced in this episode:
WeWork
Coinbase
Liquid Death
Roger L. Martin
Satya Nadella
Google has fired 50 employees after protests over Israel cloud deal, organizers say, By Catherine Thorbecke, CNN
Bud Light reveals cost of sales hit after trans influencer backlash
- Value innovation in action: (Part 2) Promotion and place with Maja Gedosev, JetBlue
Can anyone fix Boeing? By Claire Bushey and Philip Georgiadis, FT
Catherine Reed, Senior Marketing Director at SAP and PhD candidate in bias and AI for marketing, shares her expertise on using AI to enhance marketing strategies. Together with Dom Hawes, Catherine discusses the practical benefits of AI in customer scoring, its role in account-based marketing (ABM), and strategies to identify and manage bias in AI tools.
What you'll learn:
- How to make the most of AI-powered tools in marketing.
- Common pitfalls of bias in AI systems and how to mitigate them.
- Simple ways to start integrating AI into your marketing processes.
- The importance of collaboration between sales and marketing using technology.
Listen now to discover practical steps for improving marketing precision with AI.
About Catherine ReedCatherine is a passionate and results-driven marketing leader with 12+ years of experience in the B2B software & technology industry. Her career spans across multiple disciplines in the marketing ecosystem and has led her to her current leadership role at SAP in Global Program Management.
She is currently completing a PhD in Artificial Intelligence at the University of Gloucestershire, with her research focusing on mitigating the propagation of bias through AI use in marketing. Her interests lie in a modern MarTech stack, next generation marketing technologies and how this translates into a better customer experience. She is inspired by possibility, driven by challenge...
Links Full show notes: Unicorny.co.uk
Watch the episode: https://youtu.be/h39dsfVnl9g
LinkedIn: Catherine Reed | Dom Hawes
Websites: SAP
Sponsor: Selbey Anderson
Other items referenced in this episode:
NotebookLM
Bishop, S. (2018). Anxiety, panic and self-optimization: Inequalities and the YouTube algorithm. Convergence
Luhang Sun, et al. (2024). Smiling women pitching down: auditing representational and presentational gender biases in image-generative AI. Journal of Computer-Mediated Communication
EU Artificial Intelligence Act
Happy New Year! As we step into 2025, it’s time to reflect on the lessons of the past year and gear up for the challenges and opportunities ahead.
Rachel discusses her upcoming book, Rebrand Right, written with Sarah Robb, and its mission to empower marketer everywhere with the why and the how to drive business growth, making imposter syndrome so very last year! Dom and Rachel discuss what’s coming up in 2025—and announce big plans for the show, including the “27 States” framework.
What’s covered:
•A sneak peek into Rachel’s new book and the challenges of writing it.
•The biggest lessons from the show's format experiments.
•Exciting plans for The Unicorny Marketing Show next year.
•What marketers need to think about in 2025.
Listen in for a thought-provoking, forward-looking conversation that’ll leave you inspired for the year ahead!
Links Full show notes: Unicorny.co.uk
Watch the episode: https://youtu.be/zXT3GSSF8ew
LinkedIn: Rachel Fairley | Dom Hawes
Sponsor: Selbey Anderson
Other items referenced in this episode:
- Secrets of a brandmaster: beating brand enemies
The Unicorny Marketing Show: Sarah Robb
Rebrand Right by Rachel Fairley and Sarah Robb, on pre-sale now in all bookshop websites- publishes on 22 April 2025.
- Impossible to Ignore with Carmen Simon
The Unicorny Marketing Show: Geoffrey Moore
How Brands Grow by Byron Sharp
The Unicorny Marketing Show: Ben M. Bensaou
The Unicorny Marketing Show: Graham Wylie
The Unicorny Marketing Show: Leo McCloskey
The Unicorny Marketing Show: Peter Russell-Smith
The impact of changing episode frequency on audience growth – The Unicorny Marketing Show
What do you get when you cross Unicorny bloopers with Dom?... A roasted potato🥔
Find out why, as Dom and the Unicorny crew celebrate Christmas with a few outtakes (kindly provided by Pete the editor) and a look at some of our favourite moments.
Join us for a laugh and a touch of brand wank in this festive wrap-up episode.
Links
Full show notes: Unicorny.co.uk
Watch the episode: https://youtu.be/8MWkWG_2C54
LinkedIn: Dom Hawes | Nichola Fairley | Pete Allen | Laura Taylor
Sponsor: Selbey Anderson
Other items referenced in this episode:
-
Impossible to ignore with carmen simon
-
Rebel writing: how brandwank is killing your comms
The Unicorny Marketing Show: Maya Price
What makes marketers and agency professionals natural SaaS founders? In this episode, David Hart, author of Productized and co-founder of ScreenCloud, shares his journey from agency ownership to building a successful SaaS company with over $20M ARR. Learn how to transform creative skills and strategic thinking into a scalable business model.
What you’ll learn:
- Turning agency challenges into scalable product opportunities.
- The importance of understanding customer needs and validation.
- How content marketing drives growth on a limited budget.
David’s journey offers valuable lessons for marketers aiming to create lasting impact. Don’t miss this chance to learn practical strategies for building your own success story.
Competition time 🏆 Want a free signed copy of Productized by David Hart?
All you have to do is email us at unicorny@selbeyanderson.com and let us know why you should get a copy.
About David Hart David is the 'Agency-to-SaaS' guy. Having started his own agency which he sold to focus on his SaaS business, ScreenCloud which today is delivering north of $20m in ARR, he's uniquely qualified to talk about the opportunities and challenges involved.
David has since stepped away from the day-to-day of his SaaS business and is working with companies who have a product idea that they want to spin out into a standalone business. He is also a NED of several early-stage SaaS business, an investor and the author of the book, 'Productized: Stop Selling Time and Transition to Selling SaaS'.
Links Full show notes: Unicorny.co.uk
Watch the episode: https://youtu.be/dL1q94I0CUw
LinkedIn: David Hart | Dom Hawes
Website: davidhart.io
Sponsor: Selbey Anderson
Other items referenced in this episode:
ScreenCloud
Greenfield
37signals
Basecamp
Mailchimp
Studio Graphene
telsen
The Mom Test by Rob Fitzpatrick
Conversational Marketing by David Cancel and Dave Gerhardt
What if your marketing campaigns could achieve more with less? Dr. Felipe Thomaz, Associate Professor of Marketing at Oxford's Saïd Business School, challenges the widespread belief that maximising reach guarantees success.
Drawing insights from his ground breaking peer-reviewed paper, Felipe reveals why overemphasising reach could be costing brands both money and effectiveness.
What you'll learn:
- Why maximising reach doesn't guarantee brand growth or profitability.
- How different channels uniquely impact consumer behaviour.
- The role of archetypes in creating effective marketing campaigns.
- Common mistakes marketers make in media buying and channel selection.
- Why differentiation drives growth while distinctiveness protects it.
Don't miss this essential conversation redefining modern marketing science!
About Felipe ThomazFelipe Thomaz is an Associate Professor of Marketing at the University of Oxford, where he is also Director of the Oxford Future of Marketing Initiative, and Director of the Diploma in Artificial Intelligence for Business. Felipe is a research faculty member, with published peer-reviewed works in Marketing, Mathematics, and Conservation Science. He is also Managing Director of Augmented Intelligence Labs, an Oxford spinout based on his research, specializing in long-range forecasting, trend analysis and anomaly detection algorithms.
His pioneering research on illicit markets has informed countries and international agencies on novel ways to counter everything from cyberweapons to wildlife trafficking. He has authored policy documents on the decarbonization of advertising with international industry bodies, on progressive advertising with the United Nations, and practical ethics in AI with the International Chamber of Commerce.
LinksFull show notes: Unicorny.co.uk
Watch the episode: https://youtu.be/0Nc_UPMnilA
LinkedIn: Felipe Thomaz | Dom Hawes
Website: Augmented Intelligence Labs
Sponsor: Selbey Anderson
Other items referenced in this episode:
Schweidel, D. A., Bart, Y., Inman, J. J., Stephen, A. T., Libai, B., Andrews, M., Rosario, A. B., Chae, I., Chen, Z., Kupor, D., Longoni, C., & Thomaz, F. (2022). How consumer digital signals are reshaping the customer journey. Journal of the Academy of Marketing Science
Oxford Future of Marketing Initiative
Kantar
Stochastic frontier analysis
How can marketers add value and lead with confidence? In this episode of The Unicorny Marketing Show, Rachel Fairley returns as host and is joined by Leo McCloskey, VP of Marketing at Echodyne.
Together, they discuss the evolving role of marketing in B2B, government sectors, and strategic marketing. With years of experience, Leo shares his approach to building trust, fostering team collaboration, and addressing complex challenges in long sales cycles.
What you’ll learn:
- Why emotional intelligence matters in marketing leadership.
- The unique challenges of marketing in the government sector.
- How consistency builds trust and credibility over time.
- The role of technical expertise in creating effective teams.
Whether you're a marketing leader or just starting out, this episode offers practical takeaways to strengthen your skills and understanding.
About Leo McCloskeyLeo is engaged in the design, build, delivery, iterative development, and messaging of technology-related brands, products, and services. His experience stretches across consumer, enterprise, and government sectors for mature companies with dominant positions in established markets and startups with innovative technologies and products entering new markets.
Underling all the movement and effort is an ongoing study of human factors amidst the ambitions of teams, managers, businesses, and brands. Leo’s studies in languages, histories, and cultures complement his experience living, traveling, and working across Asia, USA, and Europe. He lives in the Pacific Northwest, believes everyone needs a Local, and is otherwise consumed by family, friends, and fun.
LinksFull show notes: Unicorny.co.uk
Watch the episode: https://youtu.be/FvmvUPGVtfg
LinkedIn: Leo McCloskey | Rachel Fairley
Website: Echodyne
Sponsor: Selbey Anderson
Other items referenced in this episode:
Crossing the Chasm by Geoffrey Moore
In this episode of The Unicorny Marketing Show, we welcome back Valentina Kristensen from OakNorth Bank. Since her first appearance, Valentina has taken on a broader role as Corporate Affairs Director and shares how OakNorth continues to disrupt the seemingly commoditised world of SME banking.
From customer-centric strategies to the development of proprietary segmentation models, learn how OakNorth balances sustainability, innovation, and entrepreneurial spirit.
What you'll learn:
- The concept of the "missing middle" in SME banking.
- How granular market segmentation enables targeted opportunities.
- Ways OakNorth ensures transparency and speed in lending decisions.
- Insights into OakNorth’s sustainability initiatives and climate risk management.
Valentina’s insights will inspire leaders to rethink traditional markets. Tune in and discover what makes OakNorth’s approach a blueprint for future growth.
About GuestValentina is OakNorth’s Director of Growth and Communications. She's a self-professed FinTech nerd and a founding editorial board member of Influence Magazine, the CIPR’s quarterly member magazine.
LinksFull show notes: Unicorny.co.uk
Watch the episode: https://youtu.be/axPqx90Suvw
LinkedIn: Valentina Kristensen | Dom Hawes
Website: OakNorth
Sponsor: Selbey Anderson
Other items referenced in this episode:
Collapse of Silicon Valley Bank
In this special 100th episode of The Unicorny Marketing Show, Rachel Fairley interviews host, Dom to share key lessons from their podcast journey. This reflective conversation uncovers how the show has influenced marketing strategy and shaped perspectives on brand strategy placement within businesses.
Dom discusses the debate on viewing marketing as a profit centre, challenges the common understanding of ROI, and touches on the digital shifts affecting modern business growth strategies.
What you'll learn:
- The importance of strategic thinking beyond day-to-day tactics.
- Why brand strategy often needs to function independently from marketing.
- How marketing's role must be perceived for sustainable business success.
- Examples of how companies have adopted new approaches based on discussions from the show.
Join us as we celebrate 100 episodes of The Unicorny Marketing Show!
About Dom HawesDom Hawes is the host of The Unicorny Marketing Show, where he shares insights and engages with industry leaders. Dom is the Group CEO of Selbey Anderson Group, helping businesses in complex markets win the future. With over 30 years in marketing, strategy, and M&A, Dom is passionate about creating and marketing new products, services, and events.
Dom is also a blogger, published author, and competitive rower, with interests in RevOps, data, insight, leadership, and management theory.
Dom is a Fellow of the Chartered Institute of Marketing.
LinksFull show notes: Unicorny.co.uk
Watch the episode: https://youtu.be/bF6_G2IWsUo
LinkedIn: Rachel Fairley | Dom Hawes
Sponsor: Selbey Anderson
Other items referenced in this episode:
Geoffrey Moore: The Unicorny Marketing Show
The Gorilla Game by Geoffrey Moore
Matt Dixon: The Unicorny Marketing Show
April Dunford: The Unicorny Marketing Show
Ben M. Bensaou: The Unicorny Marketing Show
Nudge
Uncensored CMO
Michael Porter: The Unicorny Marketing Show
Sarah Robb: The Unicorny Marketing Show
Duncan Daines: The Unicorny Marketing Show
-
Marketing a business is everyone's business
-
Must win battles for marketers
Dale Harrison: The Unicorny Marketing Show
-
The Unicorny Marketing Manifesto: What marketing is
-
The Unicorny Manifesto: Why 'phony wars' kill credibility
Graham Wylie: The Unicorny Marketing Show
Dr. Carmen Simon: The Unicorny Marketing Show
In this episode of The Unicorny Marketing Show, Dom talks to Tas Tasgal, Keynote speaker, author and trainer about the intricacies of human behaviour in marketing.
Tas challenges common perceptions in marketing, emphasising that decision-making is often unconscious and influenced by emotions rather than rational thought.
Key points:
- Traditional market research often fails to capture true consumer motivations
- The role of emotions in decision-making
- Engaging narratives can significantly enhance brand communication
Listen in to rethink conventional strategies and explore deeper emotional connections with your audience.
Competition time!🏆For a chance to win a free copy of 'The Consumer Behaviour Book' by Anthony "Tas" Tasgal, simply click here and fill in the form with your answer to the question:
'I like The Unicorny Marketing Show because…'
CLICK HERE TO ENTER🍀Good luck!🍀
About Anthony "Tas" TasgalTas is a man of many lanyards: trainer, author, TEDx speaker, brand/comms strategist and lecturer.
He is a Course Director for the Chartered Institute of Marketing, the Market Research Society, the Institute of Internal Communications, the Civil Service College and the Chartered Institute of Procurement and Supply.
He is a global speaker, did his first TEDx talk in Newcastle in November ’23, and regularly reviews the papers live on TalkTV.
He specialises in storytelling, behavioural economics, insightment, and as a lapsed Classicist he also indulges in etymology and Homer (not the yellow one).
He also runs The Guardian masterclass on “Harnessing the power of storytelling” and is a Brand Ambassador for Home Grown Club in London.
He works for clients as varied as the BBC, Nokia, Panasonic, The Royal Albert Hall, EE, Boehringer Ingelheim Animal Health, The Intellectual Property Office (UK Govt), ReLondon and the NHS.
He is the author of 5 books- the award-winning The Storytelling Book, [which has sold nearly 40,000 copies globally] The Inspiratorium , “InCitations” , The Storytelling Workbook and The Insight Book.
His sixth book- The Consumer Behaviour Book- was published in June 2024.
LinksFull show notes: Unicorny.co.uk
Watch the episode: https://youtu.be/xdBqXQzEyKk
LinkedIn: Anthony Tasgal | Dom Hawes
Books by Anthony Tasgal
Sponsor: Selbey Anderson
Other items referenced in this episode
The Consumer Behaviour Book by Anthony Tasgal
Incognito by David Eagleman
Sum by David Eagleman
Phineas Gage
Passage of an Iron Rod Through the Head. 1848. John M. Harlow, M.D. The Journal of Neuropsychiatry and Clinical Neurosciences, 1999
Descartes’ Error by Antonio Damasio
The Big Short by Michael Lewis
Nudge by Richard Thaler and Cass Sunstein
Judgment under Uncertainty by Daniel Kahneman, Amos Tversky and Paul Slovic
Pratfall effect
Misbehaving by Richard Thaler
Thinking, Fast and Slow by Daniel Kahneman
Implicit-association test
In this episode, marketing veteran Mark Larwood offers a refreshing perspective on the importance of patience in marketing. Mark discusses how today's fast-paced business environment can push for instant results, but slowing down and allowing strategies to mature can deliver lasting competitive advantages.
Key points:
- Patience in marketing can lead to better long-term outcomes.
- Balancing short-term demands with long-term goals is essential for success.
- AI can enhance creativity by handling mundane tasks, not just speeding up processes.
- Effective communication and transparency are crucial during periods of change and acquisition.
- Building relationships and nurturing brands is as important as immediate results.
Are you curious to know how ruthless prioritisation and patience might reshape your marketing strategy? Don't miss this episode!
About Mark LarwoodWith two decades of B2B tech marketing experience, Mark has worked with both global giants and innovative start-ups, including Atos, O2, Philips, and Telefónica. Currently, Mark serves as Marketing Director for CloudClevr, a next-generation Managed Services Provider formed from the merger of four leading communications and IT businesses. An advocate for Account-Based Marketing (ABM) strategies, Mark excels in driving alignment between sales and marketing teams, and ensuring marketing effort leads to sustainable and profitable growth. His expertise lies in his deep understanding of the tech and marketing landscape to craft strategies and drive his team to deliver results. Mark’s leadership is characterised by a commitment to innovation, strategic vision, and a relentless focus on achieving business outcomes.
Links Full show notes: Unicorny.co.uk
Watch online: https://youtu.be/pz-OAgtWXuY
LinkedIn: Mark Larwood | Dom Hawes
Website: CloudClevr
Sponsor: Selbey Anderson
Other items referenced in this episode:
Crazy frog
Michael E. Porter
What Is A KPI? Definition & Examples - Forbes
In this episode of The Unicorny Marketing Show, Graham Wylie joins Dom to challenge the conventional view of marketing.
Wylie argues that marketing shouldn’t be confined to a single department but should be a company-wide responsibility. He explains the importance of aligning marketing promises with product delivery and encourages organisations to involve every team member in creating a consistent customer experience.
Key points:
- Marketing as a company-wide responsibility rather than a department function.
- The risks of inconsistent brand promises when marketing efforts are siloed.
- Leveraging market disruptions to drive change and opportunity.
- Engaging every stakeholder across the business for a unified marketing approach.
Listen now to learn how to break marketing out of its silo and drive growth across your organisation.
About Graham WylieIs Graham the world's foremost authority on marketing in organisations going through change? Possibly ;)
With three decades in B2B marketing, across vastly different geographies and industries; Agency, VC, PE and Corporate environments, and always at an inflection point for the business, there is real depth and breadth to his experience. Combine that with a nerd-level curiosity about how marketing actually works, and why businesses struggle with go-to-market, you get a rare combination of cutting edge theory, innovative practice and real world pragmatism that delivers results.
As we recorded this podcast Graham was wrapping up a large corporate transformation and by the time you listen to it he will have started as Chief Marketing Officer for activpayroll.
Links Full show notes: Unicorny.co.uk
Watch episode: https://youtu.be/CNdB6sGzYJs
LinkedIn: Graham Wylie | Dom Hawes
Website: activpayroll
Sponsor: Selbey Anderson
Other items referenced in this episode:
The Unicorny Marketing Show: April Dunford
- The Unicorny Marketing Manifesto: What marketing is
The Hard Thing About Hard Things by Ben Horowitz
Rory Sutherland
In this episode of The Unicorny Marketing Show, Dom and Peter Whent discuss Peter's straightforward "pool rules" for better marketing messaging. Inspired by clear, no-nonsense swimming pool signs, these rules focus on the power of simple, bold communication.
Peter highlights the need for brands to stop using jargon and start focusing on the real issues their customers face. The conversation covers why businesses should be more direct, and how clear, impactful messaging can help brands stand out.
Key points:
- Peter Whent's "pool rules" for clear, customer-focused messaging.
- Avoiding jargon and using simple, direct communication.
- The importance of addressing customer needs over product features.
- Why bold and clear messaging is essential for differentiation.
Listen in for practical advice that will help you refresh your marketing and make it truly effective.
About Peter WhentYesterday, Peter Whent built several businesses, making mistakes and learning along the way. Dealing with the establishment—investors, lawyers, the tax authorities, and others—helped him develop a healthy cynicism towards the phrase, "that's how it's always been done."
Today, Peter owns and runs a modestly celebrated creative coalition called BoldAF, where he challenges norms and breaks the rules to help brands uncover the big creative idea that will ignite their identity. Once he's found it, he transforms it into bold messaging that gives the brand personality and draws prospects in like the Pied Piper.
Links Full show notes: Unicorny.co.uk
Watch episode: https://youtu.be/vlAY0Kc55mE
LinkedIn: Peter Whent | Dom Hawes
Email: peter@peterwhent.com
Website: Bold AF
Sponsor: Selbey Anderson
Other items referenced in this episode:
The 22 Immutable Laws of Marketing by Al Ries and Jack Trout
Bold AF: Pool Rules
Bold AF: Brandwank Bingo
Dropbox Original MVP Explainer Video
Berkshire Hathaway INC.
Brand AF: Blog on Virgin Cola vs Fever Tree
Nike ad featuring Colin Kaepernick
Apple ad ‘Crush!’
Bumble’s apology for celibacy ad
In this episode, Dom Hawes interviews cognitive neuroscientist Carmen Simon, uncovering how brain science can help marketers ensure their content is remembered.
Carmen highlights the importance of focusing on distinctiveness and emotion to make sure your audience recalls the most crucial parts of your message.
By understanding how the brain processes and retains information, marketers can begin crafting content that truly sticks, helping brands stand out in today’s crowded digital space.
Key points:
- Why distinctiveness helps capture and keep audience attention.
- How emotions play a key role in enhancing memory retention.
- The practical application of neuroscience tools like EEGs and eye-tracking in content strategy.
- Defining your "10% message" to ensure you focus on what matters most to your audience.
Catch the full episode for more on how neuroscience can transform your marketing approach.
Competition time!🏆For a chance to win a free copy of 'Impossible to Ignore' by Carmen Simon, PhD, simply click here and fill in the form with your answer to the question:
'I like The Unicorny Marketing Show because…'
CLICK HERE TO ENTER🍀Good luck!🍀
About Carmen SimonDr. Carmen Simon is a cognitive neuroscientist and Chief Science officer at Corporate Visions. She is also the founder of Enhancive, an agency that helps organizations use neuroscience to create content that impacts customers’ memory and decisions. Her most popular books on customers’ attention and memory are called Impossible to Ignore and Made You Look. She also teaches at Stanford University on topics related to creating content that is memorable and actionable. After all, what is the use of memory if people don’t do anything with it?
Links Full show notes: Unicorny.co.uk
LinkedIn: Carmen Simon | Dom Hawes
Contact: csimon@enhancive.com
Website: Enhancive
Sponsor: Selbey Anderson
Other items referenced in this episode:
How Brand Grow by Byron Sharp
Thinking, Fast and Slow by Daniel Kahneman
The Ehrenberg-Bass Institute for Marketing Science
AML– Simple ideas for a complicated world
memorable.locals.com
Could your company’s most valuable asset be its culture? In this episode, Hilton Barbour, a seasoned marketing consultant, discusses the vital role of organisational culture. He explains how culture shapes decisions, brand identity, and even the ability to innovate. Hilton explores the connection between culture and strategy, providing real-world examples from companies like Boeing and Nike, showing why this alignment is key to success.
Key points:
•Definition of culture and its impact on business success.
•The importance of aligning culture and strategy for growth.
•Leadership's influence on culture within an organisation.
Listen to discover how culture can become your organisation’s hidden advantage.
Competition time!🏆For a chance to win a free 'Fix Your Culture! This is How.' e-book by Jeppe Hansgaard and Unicorner Hilton Barbour, simply click here and fill in the form with your answer to the question:
'Describe an action or a behaviour of a company that you have worked for that demonstrated the culture delivering the brand strategy.'
CLICK HERE TO ENTER🍀Good luck!🍀
About Hilton BarbourHilton Barbour’s first love is marketing, which he believes is the growth engine of any organization. From crafting unique value propositions to nurturing distinctive brands (and even creating a few), he has international client and agency experience in driving growth, building loyal customers, and gaining market share. He has worked across both B2B and B2C sectors, leading global brands and feisty start-ups. This diverse exposure gives him a unique perspective on how to build and execute marketing strategies that deliver.
While marketing can drive growth, Hilton believes that only when employees are fully aligned and committed can an organization achieve real competitive advantage. Culture, he feels, is the fuel of creativity, ingenuity, and agility that enable a firm to truly win with partners and customers.
He fiercely believes in the combination of marketing and culture to differentiate—and win—in the marketplace.
Links Full show notes: Unicorny.co.uk
Podcast video: https://youtu.be/yK9AZEdZcNM
LinkedIn: Hilton Barbour | Rachel Fairley
Website: HiltonBarbour.com
Sponsor: Selbey Anderson
Other items referenced in this episode:
Procter & Gamble
Ogilvy & Mather
MacLaren
McCann
WPP
Robert Sutton
What You Do Is Who You Are: How to Create Your Business Culture by Ben Horowitz
A behind-the-scenes look at Boeing’s shifting leadership landscape — and its profound effects by Peter Robison, The Seattle Times
Nike Stock’s 11% Reversal Leads Retail Rout by Derek Saul, Forbes
Hilton Barbour: Culture Interviews
Amazon.com Acquires Zappos.com, Amazon Press Center
The collapse of Enron and the dark side of business by Lesley Curwen, BBC News
Rebrand Right: How to refresh your brand and marketing to grow your business by Rachel Fairley and Sarah Robb
Nokia: The rise and fall of a mobile giant By Dave Lee, BBC News
Hilton Barbour’s interview with Microsoft Canada’s Head of HR Cherise Mendoza
Hit Refresh by Satya Nadella, Greg Shaw and Jill Tracie Nichols
3M's 15% Culture | Cultivate & Pursue Your Innovative Ideas
The Legacy of Herb Kelleher, Cofounder of Southwest Airlines by Bill Taylor,
Harvard Business Review
Four Seasons Hotels & Resorts
Playing to Win by A.G. Lafley and Roger L. Martin
In the second part of this episode, Leonard Burger returns to discuss the growing trend of side hustles and their unexpected benefits for marketers.
Leonard shares how working on external projects, such as angel investing, has enriched his professional career, offering valuable perspectives that can be applied to his core role in product marketing.
The episode also explores future trends in product marketing, including the impact of AI and how companies can foster creativity by giving employees more flexibility.
Key points:
- Side hustles as a tool for career growth and creativity.
- The rise of AI and machine learning in product marketing.
- Encouraging a creative mindset by balancing day jobs with passion projects.
- How external perspectives can fuel innovation in the workplace.
Get ready to explore how you can apply these future-focused ideas to your marketing strategies.
About Leonard BurgerLeo is a product marketing specialist by day and fintech geek by night. Currently active in fintech marketing, his professional experience spans across multiple industries and countries. Besides marketing he also has a passion for startups, innovation and venture capital.
Links Full show notes: Unicorny.co.uk
LinkedIn: Leonard Burger | Dom Hawes
Website: Leonard Burger bio
Sponsor: Selbey Anderson
Other items referenced in this episode:
Leda Glyptis PHD
Andrew Davies: The Unicorny Marketing Show
'Deeply sorry,' CrowdStrike boss apologises for global IT outage by Zoe Kleinman, BBC News
Utopia for Realists: And How We Can Get There by Rutger Bregman
Product Marketing Alliance
Chapter summariesIntroduction to part two
Dom welcomes listeners back for part two of the discussion with Leonard Burger, introducing product marketing’s relevance today and preparing for an exploration of its future.
The rise of side hustles
Dom and Leonard discuss the increasing popularity of side hustles among professionals, especially in the US, and how they can enhance career development.
Leonard’s personal experience with side hustles
Leonard shares his journey with equity crowdfunding and angel investing, highlighting how these ventures offer diverse experiences that enrich his day job as a product marketer.
Side hustles as a learning tool
Leonard explains how engaging in side projects can provide new perspectives and insights that improve one’s performance in their main career.
The broad benefits of side hustles
Dom summarises how side hustles build networks, foster new skills, and offer external cultural insights that executives can apply in their day-to-day roles.
The future of product marketing
The conversation shifts to future trends in product marketing, with Leonard pointing to AI and machine learning as key drivers of change in the next three to five years.
Cultural shifts and leadership mindsets
Dom and Leonard discuss how leadership must evolve to attract and engage young talent, emphasising the importance of fostering an entrepreneurial mindset within organisations.
Global product marketing and collaboration
Leonard explores the potential for European and UK companies to leverage lessons from Silicon Valley and work together to innovate in the field of product marketing.
Advice for aspiring product marketers
Leonard concludes with practical advice for those looking to enter product marketing, recommending resources such as the Product Marketing Alliance.
This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
In this episode of The Unicorny Marketing Show, we pull back the curtain on a crucial, yet often overlooked, role in marketing: product marketing. Host Dom Hawes sits down with Leonard Burger to explore how product marketers act as the glue that binds sales, engineering, customer success, and strategy.
With product marketing well-established in the US but still emerging in the UK, this conversation digs into the core responsibilities that product marketers handle every day—simplifying complex products, aligning internal teams, and ensuring the customer’s voice drives business decisions.
Key points:
- Product marketing as the essential glue between departments.
- The phases of product marketing, from internal conversations to messaging and deployment.
- Product marketers’ role in bridging gaps between teams, including sales, engineering, and customer success.
- How side hustles can contribute to the core roles in marketing.
If you're curious about the wider role of product marketing, this episode will shed light on how it influences various parts of a business.
About Leonard BurgerLeo is a product marketing specialist by day and fintech geek by night. Currently active in fintech marketing, his professional experience spans across multiple industries and countries. Besides marketing he also has a passion for startups, innovation and venture capital.
Links Full show notes: Unicorny.co.uk
LinkedIn: Leonard Burger | Dom Hawes
Website: Leonard Burger bio
Sponsor: Selbey Anderson
Other items referenced in this episode:
Product Marketing Misunderstood by Richard King and Bryony Pearce
The Customer-Funded Business by John Mullins
Chapter summariesThe Role of Product Marketing in Business
Dom Hawes introduces the episode, focusing on product marketing's role as a key connector between different business functions. Leonard Burger, the guest, is introduced.
Leonard's Journey into Product Marketing
Leonard shares his career journey, from starting as a pricing analyst to becoming a product marketer, and explains the unique responsibilities that come with this role.
Key Qualities of a Product Marketer
Leonard discusses the essential traits for product marketers, including curiosity and the ability to understand technical details while connecting them to broader business goals.
Defining product marketing and its core responsibilities
Leonard explains how product marketing evolved from the tech sector, especially in Silicon Valley, and its role in connecting technical and strategic elements within a company.
Product marketing misunderstood
Leonard talks about the misconceptions surrounding product marketing in Europe and discusses how positioning and messaging are the core responsibilities of the role.
The four-phase plan for product marketing
Dom summarises Leonard's process for successful product marketing: understanding the product, crafting a message, identifying the audience, and developing product demos.
Product marketers as the bridge between departments
Leonard explains how product marketing builds bridges between departments like engineering, sales, and customer success, helping everyone work cohesively toward product success.
The challenges of aligning product marketing with other functions
Leonard discusses the challenges product marketers face in aligning with other teams and the time it takes to show the long-term value of product marketing.
The importance of face-to-face collaboration
Leonard stresses the importance of maintaining regular, informal communication within the office to keep marketing aligned with other departments, especially in a hybrid work environment.
Internal marketing of products
Leonard highlights the often-overlooked role of marketing products internally, ensuring that everyone in the organisation understands the product's value and story.
Wrapping up: Product marketing as strategic marketing
Dom highlights that product marketing now covers many traditional marketing roles, focusing on cross-department connections and consistent messaging both internally and externally.
This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
In this continuation of Dom Hawes' conversation with Simon Carter, the focus shifts to the challenges facing marketing leadership and the role of trade bodies.
They discuss how marketing organisations often fall short in supporting senior marketers, which affects the profession’s growth. Simon highlights the importance of earning respect within organisations and the difficulties posed by hybrid working on building professional relationships and advancing careers.
Key topics:
•The lack of support for senior marketers from trade bodies
•The challenge of earning respect and demonstrating marketing’s value
•The impact of hybrid work on networking and career progression
This episode explores how marketers can enhance their influence and become more valued in their companies.
About Simon CarterA commercially articulate senior leader, with a track record of helping businesses grow significantly in the digital world. With roles in both the permanent and interim market, leading organisations through significant change and transformation across a wide range of sectors – from Automotive to Retail, Financial Services to Utilities, Telco to Technology, Travel and Leisure to Education, and into the Third Sector – in both consumer and business-to-business roles, operating on both the client and agency side, in permanent and independent positions. A Liveryman with the Worshipful Company of Marketors, former weekly columnist for a Marketing magazine, Pro-Vice Chancellor for Coventry University, and a director of a 200-property Freehold company.
Links Full show notes: Unicorny.co.uk
LinkedIn: Simon Carter | Dom Hawes
Sponsor: Selbey Anderson
Other items referenced in this episode:
CIM
DMA
IPA
Mark Ritson’s Mini MBA
- The Unicorny Marketing Manifesto: What marketing is
Chapter summariesIntroduction and recap of part 1
Dom briefly recaps part one, touching on the divide between short-term and customer-centric organisations. He sets the stage for part two, focusing on leadership and marketing representation.
Leadership and trade bodies
Dom and Simon discuss the shortcomings of trade bodies like the CIM and DMA, which focus more on junior members and revenue rather than supporting senior marketers.
The isolation of leadership
Simon shares how networking and hard work helped him advance, despite the lack of formal support from trade bodies.
Hybrid working and the networking gap
Simon expresses concern about how hybrid work affects younger professionals’ ability to build important career connections that were easier in traditional work settings.
Simon’s definition of marketing
Simon defines marketing as understanding customers and aligning with company goals. He and Dom discuss how marketing can drive growth by offering customer-centric solutions.
Improving internal communication
Simon stresses the importance of marketing teams being recognised within their organisations and suggests that proactive communication can highlight marketing’s value to leadership.
What marketers should stop and start doing
Simon advises marketers to stop apologising for their role and be more confident in promoting their contributions. He encourages them to represent the customer’s voice more boldly.
Final reflections and key takeaways
Dom summarises the episode, emphasising the importance of internal communication and the need for marketing to demonstrate its value. He encourages listeners to apply these ideas to their own work.
This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
In this episode of The Unicorny Marketing Show, Dom chats with Simon Carter, a marketing expert with a diverse background in industries such as financial services, utilities, and B2B.
The conversation focuses on why marketing is often undervalued in organisations, touching on leadership, company culture, and the ongoing struggle for marketers to have a seat at the strategic table. Simon shares candid insights on how marketers can reposition themselves as vital to business success, offering lessons from his own career, from NatWest to Thomas Cook.
Key topics:
•The concept of marketing as a company's centre of gravity
•The long-term vs short-term marketing debate and its impact on brand building
•How marketers can elevate their role by owning the voice of the customer
The conversation is essential for any senior marketer navigating the challenge of positioning marketing as a strategic business driver.
About Simon CarterA commercially articulate senior leader, with a track record of helping businesses grow significantly in the digital world. With roles in both the permanent and interim market, leading organisations through significant change and transformation across a wide range of sectors – from Automotive to Retail, Financial Services to Utilities, Telco to Technology, Travel and Leisure to Education, and into the Third Sector – in both consumer and business-to-business roles, operating on both the client and agency side, in permanent and independent positions. A Liveryman with the Worshipful Company of Marketors, former weekly columnist for a Marketing magazine, Pro-Vice Chancellor for Coventry University, and a director of a 200-property Freehold company.
Links Full show notes: Unicorny.co.uk
LinkedIn: Simon Carter | Dom Hawes
Sponsor: Selbey Anderson
Other items referenced in this episode:
81.The Unicorny Manifesto: Why 'phony wars' kill credibility
- Battle of Beliefs: Does professional certification kill marketers instinct? With Paul Worthington
The 95:5 rule by John Dawes
Marketing Trek: CSATs & NPS Are Garbage
This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
In Part 2 of our conversation with Clare Jones, CMO of System C, we explore the challenges of rebranding, maintaining brand integrity, and the strategic art of prioritising customers.
Clare shares her experience of unifying multiple brands into one cohesive identity while staying true to core values. She also introduces her "rule of thirds" for campaign planning—emphasising the importance of balancing groundwork, execution, and follow-up for maximum impact. What is covered:
- How to manage a complex rebranding process while preserving brand equity.
- The significance of aligning internal values with external brand perception.
- Strategic customer prioritisation through stack ranking.
- Using “time to value” as a KPI to build stronger customer relationships.
Listen for practical insights on rebranding, customer prioritisation, and effective campaign strategies in this second part of our conversation with Clare Jones.
About Clare JonesClare has a long history in B2B marketing, developing strategies to build brands and drive growth for software businesses.
Clare thrives on delivering results-driven integrated demand generation programmes with clear goals and outcomes, which have been recognised with industry awards. Clare has successfully executed on brand strategy which incorporates acquisitions as part of an overall growth strategy.
A passionate marketeer, Clare recognises the contribution every member of the team can make and enjoys creating high performing teams. And of course, have a little fun along the way.
Links Full show notes: Unicorny.co.uk
LinkedIn: Clare Jones | Dom Hawes
Website: System C
Sponsor: Selbey Anderson
Other items referenced in this episode:
Gartner
Géraldine Tenten's Unicorny episodes
Chapter summariesIntroduction and recap of Part 1
Dom Hawes begins Part 2 by summarising the key topics covered in the previous episode, setting the stage for a deeper exploration of rebranding and customer prioritisation.
The challenges of rebranding and maintaining integrity
Clare discusses the complexities of merging multiple brands into one, the importance of preserving brand equity, and the internal process of aligning the company’s values with its external brand identity.
Why brand values matter and how to live them
Clare emphasises the need for authenticity in brand values, sharing her approach to embedding these values across the organisation and ensuring they resonate with both employees and customers.
Building internal buy-in during rebranding
Clare talks about the importance of securing buy-in from key stakeholders during the rebranding process. She shares strategies for involving senior leadership and employees early on to ensure the brand reflects the company’s true identity.
Stack ranking and customer prioritisation and the ‘rule of three’
Clare explains her method for prioritising customers through stack ranking, focusing on those most likely to engage while ensuring others are nurtured appropriately. Clare introduces her "rule of thirds" approach to campaign planning: dedicating equal time to groundwork, execution, and follow-up to maximise effectiveness.
Time to value as a KPI
The discussion turns to the concept of “time to value” as a key performance indicator, highlighting its role in building trust and delivering measurable benefits to customers.
Final thoughts and key takeaways
Dom wraps up the episode by summarising the main insights from the discussion, underscoring the importance of authenticity, strategic prioritisation, and effective campaign management in modern marketing.
This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
In this episode of The Unicorny Marketing Show, Clare Jones, CMO of System C, challenges the common perceptions around demand generation, explores the changing dynamics of B2B buyer behaviour, and discusses the complexities of mergers and acquisitions.
Clare highlights why marketing needs to be involved at every stage of the buyer's journey and makes a strong case for its importance at the board level. You’ll gain insights on how marketing can influence M&A processes and why collaboration between sales and marketing is crucial.
- The importance of combining demand generation and brand work for effective marketing.
- How viewing sales as a marketing channel can redefine customer relationships.
- The strategic role of marketing in mergers and acquisitions, especially in unpredictable markets.
Listen in to hear Clare’s advice on navigating these challenges in today’s business environment.
About Clare JonesClare has a long history in B2B marketing, developing strategies to build brands and drive growth for software businesses.
Clare thrives on delivering results-driven integrated demand generation programmes with clear goals and outcomes, which have been recognised with industry awards. Clare has successfully executed on brand strategy which incorporates acquisitions as part of an overall growth strategy.
A passionate marketeer, Clare recognises the contribution every member of the team can make and enjoys creating high performing teams. And of course, have a little fun along the way.
Links Full show notes: Unicorny.co.uk
LinkedIn: Clare Jones | Dom Hawes
Website: System C
Sponsor: Selbey Anderson
Other items referenced in this episode:
Dale Harrison’s Unicorny episodes
Sarah Robb’s Unicorny episodes
CVC
Chapter summariesIntroduction to Clare Jones and demand generation
Dom introduces the episode, outlining the focus on demand generation and its importance in modern marketing. He introduces Clare Jones' expertise and sets the stage for an in-depth discussion on the topic.
The relationship between demand generation and brand building
Clare discusses the need for a balanced approach to marketing, where demand generation and brand equity work together. She critiques the industry’s use of jargon and advocates for a more straightforward, integrated strategy.
The impact of the pandemic on buyer behaviours
Clare shares insights from her MBA dissertation on how the pandemic altered buyer behaviours. She highlights the growing role of digital channels and the increasing influence of millennials in B2B decisions.
Rethinking the role of sales in marketing
A discussion on whether sales should be considered a part of marketing. Clare argues for closer integration, highlighting the ongoing role of marketing in customer advocacy and relationship management.
The challenges of long B2B sales cycles
Dom and Clare explore the difficulties of lengthy B2B sales cycles, the need to understand decision-making units, and the importance of collaboration between sales and marketing.
Managing mergers and acquisitions with agility
Clare discusses the importance of understanding market volatility and the role of marketing in navigating mergers and acquisitions. She shares strategies for ensuring successful integration of acquired companies.
The strategic role of marketing in M&A
The conversation focuses on the tactical and strategic implications of M&A for marketing. Clare emphasises the importance of early involvement in the M&A process to align with business goals.
Challenges in merging brands and cultures
Clare explores the complexities involved in merging brands and cultures during acquisitions. She highlights the importance of a research-driven approach to brand integration and the need to handle cultural differences with care to avoid disruption.
Handling brand equity and emotional attachment in acquisitions
A deeper discussion on the emotional aspects of brand equity when acquiring founder-led companies. Clare talks about the importance of respecting the legacy of the acquired brand while making data-driven decisions for the future.
The delicate process of post-acquisition integration
Clare addresses the critical early stages of post-acquisition integration, where the acquired company is most fragile. She discusses the risks involved and the need for constant communication to ensure a smooth transition.
Dom’s end bit
The episode concludes with Dom summarising the key points discussed. Dom highlights the importance of early marketing involvement in M&A processes, the need for careful brand and cultural integration, and how marketing can drive value in complex business environments.
This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
In this continuation of the discussion with Professor Ben Bensaou from INSEAD Business School, Dom explores how organisations can build a robust framework for continuous improvement and creativity.
Bensaou introduces the concept of the "innovating engine," explaining how companies can create a structured environment that encourages all employees to contribute new ideas while balancing these efforts with the demands of day-to-day operations.
- Understand how to set up a structured approach to generating and implementing new ideas.
- Learn about the crucial role middle managers play in nurturing a culture of creativity.
- Discover examples from large companies like Bayer and BASF on how they effectively manage new ideas.
This discussion provides practical advice for those looking to create a more dynamic and forward-thinking environment in their organisation.
About Ben M. BensaouBen M. Bensaou is Professor of Technology Management and Professor of Asian Business and Comparative Management at INSEAD, Fontainebleau, France. He served as the INSEAD Dean of Executive Education from 2018 to 2020. He was a Visiting Associate Professor at the Harvard Business School for 1998-1999, a Senior Fellow at the Wharton School of Management for 2007-2008 and a Visiting Scholar at the Haas School of Business at UC Berkeley for 2013-2015. He was also a Visiting Professor at Kobe University for 2021-2022.
Bensaou is a leading expert on Innovation and how to build, maintain, and enhance a company’s collective innovating capabilities. He was nominated for the 2023 Thinkers50 Innovation Award and his book Built to Innovate: Essential Practices to Wire Innovation into Your Company’s DNA (2021, McGraw-Hill) was selected as one of the Thinkers50 Top 10 Management Books for 2022. Bensaou explains in detail his systematic approach. It defines specific innovative practices and roles for employees at each level of the organization, offers tools and a process methodology for innovating, and presents a host of vivid case studies that illustrate the dramatic benefits possible.
Links Full show notes: Unicorny.co.uk
LinkedIn: Ben M. Bensaou | Dom Hawes
Website: benbensaou.com
Sponsor: Selbey Anderson
Other items referenced in this episode:
Built to Innovate by Ben M. Bensaou with Karl Weber
Basotect,
BASF
Fostering Employee Innovation at a 150-Year-Old Company by Monika Lessl, Henning Trill, and Julian Birkinshaw, Harvard Business Review
Chapter summariesIntroduction to part 2
Dom Hawes briefly recaps the first part and shifts focus to applying the concepts of continuous improvement within organisations, moving from idea generation to structured processes.
The innovating engine approach
Ben Bensaou introduces the "innovating engine," a framework that allows organisations to foster creativity while maintaining daily operations. He discusses how this approach can be established and sustained across different organisational levels.
Maintaining balance between creativity and daily tasks
Bensaou explains the need for a balance between ongoing tasks and the pursuit of new ideas. He highlights how companies can allocate time and resources to ensure that both are managed effectively.
Middle managers: A key role
The discussion turns to the often underappreciated role of middle managers, who are essential in linking ideas from frontline employees with leadership. Bensaou stresses their importance in ensuring that good ideas are supported and brought to life.
Lessons from BASF and Bayer
Bensaou shares insights from BASF and Bayer, showing how these companies have created structured approaches to managing new ideas. He describes initiatives like Bayer’s "We Solve" platform that encourage employees to contribute solutions across the organisation.
Success through collaboration platforms
The conversation explores the effectiveness of collaborative platforms like Bayer’s "We Solve," where employees from various departments can offer solutions, leading to successful new products and processes.
Marketing’s role in fostering creativity
Dom reflects on the unique position of marketers, who are closely aligned with customer needs and problems, making them well-suited to drive creative efforts within their organisations. He discusses how aligning marketing with innovation can lead to greater customer satisfaction and business success.
This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
In this episode of The Unicorny Marketing Show, Professor Ben M. Bensaou of INSEAD Business School joins us to discuss how organisations can build a culture where innovation thrives.
Bensaou shares real-world examples from companies like Starwood Hotels and Fiskars, showing how even established businesses can invigorate their innovation processes by involving everyone, not just the experts.
•Understand how to foster innovation across your entire organisation.
•Learn the significance of considering non-customers in your innovation strategy.
•Discover ways to manage and sustain innovation beyond just the R&D teams.
Don’t miss out on this valuable discussion that could transform your approach to innovation in business.
About Ben M. BensaouBen M. Bensaou is Professor of Technology Management and Professor of Asian Business and Comparative Management at INSEAD, Fontainebleau, France. He served as the INSEAD Dean of Executive Education from 2018 to 2020. He was a Visiting Associate Professor at the Harvard Business School for 1998-1999, a Senior Fellow at the Wharton School of Management for 2007-2008 and a Visiting Scholar at the Haas School of Business at UC Berkeley for 2013-2015. He was also a Visiting Professor at Kobe University for 2021-2022.
Bensaou is a leading expert on Innovation and how to build, maintain, and enhance a company’s collective innovating capabilities. He was nominated for the 2023 Thinkers50 Innovation Award and his book Built to Innovate: Essential Practices to Wire Innovation into Your Company’s DNA (2021, McGraw-Hill) was selected as one of the Thinkers50 Top 10 Management Books for 2022. Bensaou explains in detail his systematic approach. It defines specific innovative practices and roles for employees at each level of the organization, offers tools and a process methodology for innovating, and presents a host of vivid case studies that illustrate the dramatic benefits possible.
Links Full show notes: Unicorny.co.uk
LinkedIn: Ben M. Bensaou | Dom Hawes
Website: benbensaou.com
Sponsor: Selbey Anderson
Other items referenced in this episode:
Built to Innovate by Ben M.
Bensaou with Karl Weber
Fiskars
How gamers with disabilities helped design the new Xbox Adaptive Controller’s elegantly accessible packaging by Deborah Bach, Microsoft
Blue Ocean Strategy by W. Chan Kim and Renée A. Mauborgne
Unicorny episodes Maja Gedosev from JetBlue Airways
Joyce King Thomas' VCU Brandcenter graduation speech May 2019
Chapter summariesThe state of creativity in business
Dom Hawes explores whether short-term thinking and remote work are stifling creativity in business. He introduces the episode’s focus on reigniting innovation with insights from Professor Ben Bensaou.
Meeting Professor Ben Bensaou
Professor Ben Bensaou shares his background and his work in helping organisations enhance their ability to innovate. He introduces his approach to transforming traditional companies into leaders in innovation.
Insights from Starwood Hotels
Bensaou discusses a case study involving Starwood Hotels, where 700 frontline managers participated in an innovation exercise in Paris. The result was a significant number of new ideas, highlighting the value of engaging all employees in the innovation process.
Fiskars: Building on a legacy
The conversation turns to Fiskars, a 400-year-old company that systematically entered new markets through a disciplined approach to innovation. Bensaou explains how understanding customer journeys led to the creation of award-winning products like the Waterwheel.
Rethinking innovation myths
Bensaou challenges common beliefs about innovation, stressing that it’s not just for a select few, doesn’t always require major breakthroughs, and shouldn’t be confined to specific departments. He advocates for a more inclusive approach to innovation within organisations.
Structuring innovation efforts
Dom and Ben discuss how to effectively manage innovation within organisations. Ben introduces the concept of encouraging innovation across the entire company, and shares practical advice on how to achieve this.
The importance of non-customers
Ben introduces the idea of non-customers and how focusing on them can lead to valuable innovation opportunities. He provides examples from companies like Nintendo and Philips to illustrate the potential of this approach.
Philips: Shifting focus to unlock opportunities
Ben Bensaou explains how Philips successfully pivoted their sales strategy for a new mercury-free lamp by targeting CFOs and sustainability teams instead of traditional purchasing departments. This shift highlights the value of engaging with non-traditional stakeholders to drive innovation in B2B settings.
Keeping the flow of new ideas
The episode concludes with Ben’s advice on how to consistently generate and manage new ideas. He highlights the importance of looking for innovation opportunities in all areas of business and fostering a culture that supports this.
This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
In this episode, Dom Hawes continues his conversation with Dominic Rodgers, Head of Marketing at Frog Capital, focusing on how purpose is practically applied to scale businesses. Dominic discusses Frog Capital’s use of AI-driven toolkits and how engaging executives in content creation strengthens their impact. The episode also explores how these innovative methods create a unique competitive advantage for purpose-driven companies.
- AI-driven toolkits as a resource for business scaling
- The impact of executive collaboration on content effectiveness
- Purpose-driven approaches that differentiate in the market
- Long-term benefits of aligning purpose with growth
Discover how these methods can enhance your business for sustained success.
Links Full show notes: Unicorny.co.uk
LinkedIn: Dominic Rodgers | Dom Hawes
Website: Frog Capital
Sponsor: Selbey Anderson
Other items referenced in this episode:
Frog Capital: How to Scale up resources
Frog Capital: How to Scale.ai
Geoffrey Moore’s Unicorny episodes
Ben Bensaou
The Long and the Short of it by Les Binet, Peter Field
Thinking, Fast and Slow by Daniel Kahneman
Ehrenberg-Bass Institute
95:5 rule
Chapter summariesIntroduction to purpose-driven growth
Dom Hawes kicks off the episode by introducing the focus on how purpose-driven businesses can achieve sustainable growth. He sets the stage for a deep dive into Frog Capital's unique approach.
Frog Capital's AI-driven toolkits
Dominic Rodgers introduces the AI-driven toolkits developed by Frog Capital, which are designed to help businesses scale. These toolkits are made publicly accessible, aligning with Frog's purpose of supporting broader business growth.
Innovation through open access
Dominic discusses the innovative decision to make their toolkits available to the public, highlighting how this approach not only serves their portfolio but also acts as a magnet for the right types of companies.
The Godfather strategy: Giving to get
Dominic introduces the "Godfather Strategy", where businesses add value by sharing their resources and knowledge openly, creating a halo effect that strengthens their brand.
Co-creation with operating partners
Dominic explains how Frog Capital co-creates content and toolkits with their operating partners, ensuring that the resources are practical and address the most pressing challenges faced by their portfolio companies.
Building a virtuous cycle in marketing
The conversation shifts to how CMOs can build a virtuous cycle by engaging other executives in the content creation process, leading to more relevant and impactful marketing efforts.
Balancing brand and performance
Dominic shares his approach to balancing brand building with performance marketing, emphasising the importance of reputation and long-term brand awareness in driving sustainable growth.
Purpose as a proxy for brand
Dom and Dominic explore the idea that purpose can serve as a proxy for brand in the boardroom, helping marketers communicate the value of their work more effectively.
The role of purpose in B2B marketing
The discussion concludes with a focus on how purpose can be a powerful tool in B2B marketing, driving both emotional engagement and long-term business success.
Dom’s end bit
Dom wraps up the episode by reflecting on the key insights shared by Dominic Rodgers, emphasising the critical role of purpose in driving both business growth and meaningful marketing.
This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
In this episode of Unicorny, Dominic Rodgers, Head of Marketing at Frog Capital, shares how his company integrates purpose into every aspect of its investment strategy.
Dominic reveals Frog's unique methodology for scaling businesses, emphasising the vital role of purpose in driving both growth and resilience. The discussion explores how aligning purpose with business strategy creates a sustainable and competitive advantage.
- Frog Capital’s unique position in the investment world and how they integrate purpose at every level of their operations.
- The scale-up methodology used by Frog Capital
- The role of purpose in business growth
Listen to this episode to discover how integrating purpose into your business strategy can lead to sustainable growth and resilience.
About Dominic RodgersDominic Rodgers has worked with businesses ranging from start-ups to large corporations, as well as on the agency side, gaining a wide range of sales and marketing experience across industries such as publishing, technology, arts & culture, and financial services.
In 2008, Dominic helped start Raconteur, the publisher and content marketing agency, where they produced special reports for The Times newspaper. During that time, he predominantly focused on tech topics like Software as a Service, Virtualisation, and Cloud Computing, making his work with Frog, who specialize in investing in these technologies and growing businesses that have reshaped numerous industries, a natural progression.
He joined Frog in 2019 and now leads Marketing and Communications. Dominic particularly enjoys building Frog’s library of Scale-Up podcasts and toolkits called How to Scale, as it embodies Frog’s mission to assist businesses in the Scale-Up phase. Frog’s team of Operating Partners and Senior Partners have encountered many of the challenges software leaders face as they scale their startups, and creating meaningful content to help others overcome these challenges is highly rewarding for him.
Links Full show notes: Unicorny.co.uk
LinkedIn: Dominic Rodgers | Dom Hawes
Website: Frog Capital
Sponsor: Selbey Anderson
Other items referenced in this episode:
-
How entrepreneurs create value
-
Thesis-Driven Marketing: you heard it here first
Frog Capital: Scale-Up Methodology graphic
Frog Capital: How to Scale up resources
IMP
framework
Clue
Modulr
Evotix
Chapter summariesIntroduction to Dominic Rodgers and Frog Capital
Dom Hawes introduces Dominic Rodgers, Head of Marketing at Frog Capital, highlighting Frog’s unique position between private equity and venture capital. The episode teases a deep dive into how Frog makes purpose pay.
Frog Capital's scale-up methodology
Dominic Rodgers explains Frog Capital’s methodology for supporting scale-ups, focusing on the day-to-day execution, medium-term planning, and long-term sustainability. He discusses the challenges scale-ups face and how Frog's structured approach helps overcome them.
Role of operating partners in scaling businesses
Dominic Rodgers describes the crucial role of operating partners at Frog Capital, who work closely with portfolio companies to execute growth strategies. The discussion highlights how trust and partnership are key to Frog’s investment approach.
Leveraging toolkits for business growth
The conversation shifts to the practical tools and resources Frog Capital provides, including downloadable templates and toolkits that help businesses implement strategies effectively. Dominic Rodgers emphasises the importance of practical value over mere communication.
Integrating purpose with business strategy
Dominic Rodgers delves into the significance of purpose in Frog Capital’s investment strategy, explaining how purpose-driven businesses are more resilient and better positioned for long-term success. Examples of portfolio companies are discussed to illustrate this alignment.
Purpose as a competitive advantage
Dominic Rodgers and Dom explore how purpose can serve as a competitive advantage in the market. They discuss the symbiotic relationship between purpose and business growth, with purpose acting as a strategic anchor.
Conclusion: The true meaning of purpose
Dom Hawes reflects on the conversation, cautioning against inflating a company’s purpose beyond its natural scope. He emphasises the importance of an authentic purpose that aligns with the company’s core business, setting the stage for sustainable success.
This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
In this episode of Unicorny, we continue our exploration of the intersection between marketing and entrepreneurship with Sandra Vollrath, a marketing operations leader turned yoga studio owner.
Building on the insights from part one, we examine how Lean Six Sigma principles can help eliminate inefficiencies in marketing departments and why understanding your customer’s challenges is crucial, whether you're running a yoga studio or leading a global marketing team.
This episode is packed with practical advice for marketers aiming to elevate their strategic impact.
•Learn how Lean Six Sigma can improve your marketing operations.
•Understand why focusing on customer needs is essential for success in both B2B and B2C.
•Identify and address inefficiencies in your marketing processes.
Looking to refine your marketing strategy? This episode offers actionable insights that can help you streamline operations and drive results.
About Sandra VollrathSandra Vollrath is an accomplished marketing professional and entrepreneur with over 25 years of experience. Currently, she is the Director of Consulting (Marketing Operations & Strategy) at Intermedia Global (IMG), where she delivers major marketing operations projects with a team of marketing operations and process consultants.
In 2019, Sandra founded Unwind Yoga Studio in Maidenhead, Berkshire, which is a profitable and thriving business even through challenges like the pandemic, economic disruptions and market fluctuations.
Sandra's career includes significant roles at Bentley Systems Inc., where she excelled in product marketing and global campaign management. She led B2B marketing campaigns for Bentley's flagship product MicroStation, and implemented innovative marketing systems that enhanced operational efficiencies for a global team of 150 colleagues, supporting Bentley Systems' revenue growth.
Sandra is venturing into angel investment, focusing on female-led sustainable businesses, and aims to use her marketing expertise to create value for these ventures. She believes that marketing needs to be a strategic business function, supporting business objectives by creating value and increasing profits, whether in a B2B or B2C, SMB or enterprise environment.
Sandra's commitment to excellence and passion for leveraging marketing to drive business success make her a standout in her field.
LinksFull show notes: Unicorny.co.uk
LinkedIn: Sandra Vollrath | Dom Hawes
Website: img
Sponsor: Selbey Anderson
Other items referenced in this episode:
Six Sigma
B2B Ignite
Guest host Rachel Fairley
Rebrand Right by Rachel Fairley and Sarah Robb
Chapter summariesThe holiday mood continues
Dom Hawes introduces the continuation of the holiday-themed episode, reflecting on Sandra Vollrath's journey from B2B marketing to yoga studio ownership and the valuable lessons we can draw from it.
Lean Six Sigma in marketing operations
Sandra discusses the application of Lean Six Sigma in marketing, focusing on the seven areas of waste commonly found in marketing departments and how eliminating these inefficiencies can lead to better outcomes.
Managing brand risk
Dom and Sandra explore the concept of brand risk, discussing the challenges of maintaining consistent messaging and the importance of having solid brand guidelines or “brand recipes” to avoid common pitfalls.
Unnecessary meetings and waiting for approval
Sandra and Dom go over the common issues of unnecessary meetings and the delays caused by waiting for approvals. They discuss how these inefficiencies waste time and resources and explore ways to reduce these challenges, emphasizing the need for clear processes and the potential benefits of service level agreements (SLAs).
The benefits of a side hustle
Sandra emphasizes the value of running a side hustle, sharing how it provides real-world experience that can enhance your effectiveness in a larger corporate role, especially in understanding customer needs and refining product offerings.
Balancing strategic thinking with well-being
Sandra advises marketers on the importance of maintaining balance through movement and stillness, and how this approach can also enhance strategic thinking and overall effectiveness in their professional roles.
The power of customer insight
The discussion shifts to the critical importance of understanding your customers’ challenges and how regularly engaging with them can lead to more effective marketing strategies and better business results.
Cross-functional collaboration for better insights
Dom and Sandra discuss the benefits of cross-functional collaboration, particularly how insights from finance and other departments can provide a more holistic view that enhances marketing strategy.
Dom’s end bit
The episode concludes with a reflection on the similarities between marketing and entrepreneurship, advocating for a mindset that treats marketing departments as entrepreneurial ventures, focused on taking the business successfully to market.
This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
In this episode of Unicorny, we meet Sandra Vollrath, a seasoned B2B marketing strategist and yoga studio owner, to explore the intriguing parallels between marketing operations and entrepreneurship.
Sandra shares her journey from leading global marketing systems at Bentley Systems to founding her own yoga studio, unravelling valuable lessons applicable to both small businesses and large enterprises.
This episode sheds light on the importance of knowing your customer, mastering your product, and the often-overlooked significance of marketing operations. Join us as Sandra's insights challenge conventional marketing approaches and inspire new ways of thinking.
•Understand the true role of marketing operations and why it’s more than just technology.
•Learn how entrepreneurship can offer fresh perspectives on B2B marketing.
•Discover the significance of knowing your customer and product inside out.
Tune in to hear Sandra Vollrath’s unique blend of B2B expertise and entrepreneurial spirit.
About Sandra VollrathSandra Vollrath is an accomplished marketing professional and entrepreneur with over 25 years of experience. Currently, she is the Director of Consulting (Marketing Operations & Strategy) at Intermedia Global (IMG), where she delivers major marketing operations projects with a team of marketing operations and process consultants.
In 2019, Sandra founded Unwind Yoga Studio in Maidenhead, Berkshire, which is a profitable and thriving business even through challenges like the pandemic, economic disruptions and market fluctuations.
Sandra's career includes significant roles at Bentley Systems Inc., where she excelled in product marketing and global campaign management. She led B2B marketing campaigns for Bentley's flagship product MicroStation, and implemented innovative marketing systems that enhanced operational efficiencies for a global team of 150 colleagues, supporting Bentley Systems' revenue growth.
Sandra is venturing into angel investment, focusing on female-led sustainable businesses, and aims to use her marketing expertise to create value for these ventures. She believes that marketing needs to be a strategic business function, supporting business objectives by creating value and increasing profits, whether in a B2B or B2C, SMB or enterprise environment.
Sandra's commitment to excellence and passion for leveraging marketing to drive business success make her a standout in her field.
Links Full show notes: Unicorny.co.uk
LinkedIn: Sandra Vollrath | Dom Hawes
Website: img
Sponsor: Selbey Anderson
Other items referenced in this episode:
-
Everything gone PEAR shaped? Here's why that’s a good thing
-
The secret sauce to marketers' mojo?
Bentley systems
Unwind yoga studio
- Perfecting Value Propositions with Barbara Moreno
Chapter summariesDom’s beginning bit
Dom Hawes introduces the episode, setting a relaxed, holiday tone as he welcomes Sandra Vollrath, a B2B marketing strategist and yoga studio owner.
Sandra’s Unconventional Career Path
Sandra discusses her unconventional journey from education to information systems, eventually leading to a significant role in B2B marketing at Bentley Systems.
The Evolution of E-Marketing at Bentley Systems
Sandra shares her experience in developing Bentley Systems’ e-marketing department from scratch, highlighting the rapid evolution of digital marketing.
The Complexity of Marketing Technology
Sandra delves into the challenges of managing extensive marketing technology stacks and the importance of understanding marketing operations beyond just tech.
Transition to Entrepreneurship: Starting a Yoga Studio
Sandra recounts her bold decision to leave Bentley Systems and start her own yoga studio, emphasizing the application of marketing principles in a B2C environment.
Key Lessons from Running a Small Business
Sandra highlights the importance of customer understanding, product knowledge, and consistent branding—lessons she applies from her yoga studio to B2B marketing.
The Intersection of Marketing and Entrepreneurship
Dom and Sandra discuss the parallels between marketing and entrepreneurship, advocating for a return to basics—knowing your customer and product thoroughly.
Dom’s end bit
Dom summarises the episode, highlighting the importance of knowing your product and customer.
This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
In this episode of Unicorny, Dom goes solo again and challenges the common perceptions of B2B marketing, stressing the need for a comprehensive understanding that goes beyond promotional activities.
He examines the notion that B2B marketing is ineffective and advocates for a balanced approach that incorporates both traditional and modern marketing theories. Dom critiques the polarisation in marketing debates and highlights the necessity of nuanced, practical strategies for real-world success.
- Understand marketing beyond promotions
- How marketing impacts business outcomes
- The debate between differentiation and distinctiveness
- The importance of balance and flexibility in marketing activities
Can we redefine our approach to B2B marketing for better results? Tune in to find out!
Links LinkedIn: Dom Hawes
Website: Unicorny.co.uk
Sponsor: Selbey Anderson
Related Unicorny episodes:
- The Unicorny Marketing Manifesto: What marketing is
Other items referenced in this episode:
- Breaking boundaries by bootstrapping broadcast
Uncensored CMO, B2B brand building in the era of AI with Jon Lombardo and Peter Weinberg
This is the B2B century, and marketers will be the ones to lead it by Peter Weinberg & Jon Lombardo, MarketingWeek
Segmentation, Targeting and Positioning (STP)
- Perfect positioning: April Dunford's playbook for success
Marketing Management, Global Edition Paperback – International Edition, 24 Nov. 2021
"The market-based assets theory of brand competition", B.Sharp, J.Dawes, K.Victory, Journal of Retailing and Consumer Services, Volume 76
How Brands Grow: What Marketers Don't Know by Byron Sharp
How Brands Grow Part 2 by Jenni Romaniuk, Bryon Sharp
It’s time we admit marketing jargon is holding the profession back by Johnny Corbett, MarketingWeek
- The secret sauce to marketers' mojo?
AML group are shortlisted for an IPA award
Chapter summariesIntroduction and recap of the last episode
Dom Hawes sets the stage by revisiting key points from the last episode, emphasizing the importance of understanding marketing as a comprehensive discipline that impacts overall business success.
Addressing misconceptions in B2B marketing
Dom responds to the claim that B2B marketing is ineffective, highlighting the successful practices of B2B marketers and questioning the basis of such criticisms.
The importance of marketing in business success
Dom presents statistics and insights to demonstrate the significant role of B2B in the global economy and argues against the notion that B2B marketing is failing.
The dangers of polarisation in marketing debates
Dom critiques the polarisation in marketing discussions, drawing parallels with political and cultural divisions, and advocates for a balanced, nuanced perspective.
Differentiation vs. distinctiveness
An analysis of the ongoing debate between differentiation and distinctiveness in marketing, exploring the historical and theoretical underpinnings of both approaches.
Practical applications of marketing theories
Dom discusses how both differentiation and distinctiveness can be applied in real-world scenarios, stressing the importance of context and flexibility in choosing the right strategy.
The role of marketers in business
Dom underscores the simple yet crucial role of marketers in driving business success by focusing on customer satisfaction and effective market engagement.
Conclusion: Embracing a balanced approach
Dom concludes with a call for marketers to embrace a balanced approach, integrating various marketing theories and practices to best serve their unique business contexts.
This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
In a slight shake-up from the usual, Dom goes solo and tackles the challenge of defining marketing and its significance within businesses today.
Drawing from over 80 podcast episodes and his own experiences, Dom outlines a manifesto for modern marketing. He urges marketers to rethink their definitions and approaches, stressing the need for a unified understanding to enhance their roles' credibility and effectiveness. This episode covers:
- Diverse definitions of marketing create confusion and distrust within businesses.
- The importance of having a clear, unified definition to boost marketing's credibility.
- The impact of jargon and misapplied metrics on the perception of marketing.
- Strategies for redefining and communicating the true purpose of marketing.
Listen in to hear the Unicorny Manifesto for the future of marketing in business.
Links LinkedIn: Dom Hawes
Website: Unicorny.co.uk
Sponsor: Selbey Anderson
Related Unicorny episodes:
-
Cut the Jargon: Simplifying brand strategy for better results
-
Unlock the secret to beating imposter syndrome in branding
Other items referenced in this episode:
The Propolis Community Index
Asos reduces reliance on promotions as ‘transformation’ continues by Niamh Carroll, MarketingWeek
Airbnb CMO on ditching performance marketing for big, bold brand campaigns by Kendra Barnett, MarketingWeek
- The truth about demand creation? It’s a lie.
Definition of Marketing by The Chartered Institute of Marketing
Definition of Marketing by the American Marketing Association
- How to change KPI chaos into customer bliss
Marketing Land by The Proper Marketing Club
Mini MBA by Mark Ritson
-
Segmentation secrets: precision marketing in niche markets
-
Market share masterclass: blending organic growth and M&A
LinkedIn responses to ‘Define Marketing’:
Definition number one:
“Marketing is the activities of a business intended to create awareness of a company's product or services, cultivate authority in their niche and convert that recognition into purchase intent and commercial conversations.”
Definition number two:
“Marketing is gaining trust, showing value and guiding the decision to invest.”
Definition number three:
“Marketing is how you prepare for future, sustainable, growth. Sales is by nature short sighted, Marketing is strategic.”
Definition number four:
“Marketing is understanding, positively engaging, and aiding customers.”
Definition number five – it’s a short one:
“Marketing is generating demand.”
Definition number six:
“Marketing is the commercialisation and exploitation of innovation that answers a defined customer need.”
Chapter summariesIntroduction to the marketing conundrum
Dom Hawes begins by questioning the current understanding of marketing and its implications within businesses. He shares his findings from asking marketing professionals to define marketing, highlighting the lack of consensus and its consequences.
The problem with diverse definitions
Dom discusses the issues arising from marketers not having a unified definition of marketing. He explains how this inconsistency leads to a lack of respect and understanding from other business functions.
Misconceptions and jargon in marketing
Exploring the common misconceptions and jargon that plague the marketing profession, Dom emphasizes the need for clarity and simplicity. He critiques the overuse of digital marketing tools and the misinterpretation of marketing's role as merely a lead generation function.
The flawed metrics and ROI obsession
Dom critiques the prevalent focus on marketing-qualified leads (MQLs) and ROI as primary metrics. He explains how these metrics can mislead and narrow the scope of marketing's true impact, advocating for a broader perspective.
The four P's and beyond
Highlighting the traditional four P's (Product, Price, Place, Promotion), Dom underscores their relevance and the importance of integrating them into a cohesive strategy. He critiques the modern tendency to focus excessively on promotion at the expense of other critical aspects.
Professional bodies' definitions
Dom shares definitions of marketing from professional bodies like the Chartered Institute of Marketing and the American Marketing Association. He evaluates their definitions and discusses their implications for a unified understanding of marketing.
The importance of language in marketing
Emphasising the significance of precise language, Dom argues for a clear, consistent definition of marketing. He discusses how varied interpretations can lead to misaligned expectations and efforts within businesses.
Redefining the marketing department
Dom proposes a redefinition of the marketing department, suggesting names like "promotional marketing department" to reflect its true function. He argues for a broader recognition of marketing's role across different departments.
Marketing as a practice and profession
Dom elaborates on marketing as a practice involving knowledge, processes, and techniques. He also discusses the roles of untitled marketers and the need to recognize their contributions within organizations.
Dom’s end bit
Wrapping up, Dom reiterates the need for a clear and unified definition of marketing. He calls for re-education and a shift in how marketing is perceived and executed within businesses, aiming
This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
In this episode of Unicorny, Dom Hawes continues his conversation with Steven Millman about the transformative potential of AI and quantum computing.
They focus on the evolution from artificial general intelligence (AGI) to artificial superintelligence, its implications for marketing, and the ethical considerations surrounding these advancements. The conversation sheds light on the rapid developments in AI, the potential for hyper-personalization, and the necessity for responsible innovation.
- Understanding the transition from AGI to superintelligence
- The impact of quantum computing on real-time data processing
- Ethical considerations and potential risks of advanced AI
- Future marketing strategies driven by AI capabilities
- The importance of maintaining trust and transparency with customers
Tune in to explore the future of AI in marketing and the profound changes it promises.
About Steven Millman Executive, Award-Winning Researcher/Data Scientist, Innovator, Inventor & Coffee Snob. Throughout Steve's career he's had a focus on quantitative/statistical analysis, survey design, research design, AI/ML, and other applied research techniques. Steven is presently serving as Global Head of Research and Data Science at Dynata, the world's sixth largest market research company where he leads a team of over 100 researchers and data scientists. Steven is a frequent speaker and author, multiple Ogilvy award winner, patent holder, and recipient of the prestigious Chairman's Prize from the Publishing & Data Research Forum. Steven serves as a member of the Board of Trustees for the Advertising Research Foundation, the ARF.
Links Full show notes: Unicorny.co.uk
LinkedIn: Steven Millman | Dom Hawes
Website: Dynata
Sponsor: SelbeyAnderson
This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
Discover the future of marketing with Dom Hawes and guest Steven Millman as they discuss the implications of quantum computing and advanced AI. Learn how these technologies will transform creative development, hyper-personalization, and real-time data processing, impacting the marketing industry profoundly. Here are some of the key points you can expect to learn:
- Potential of quantum computing to enhance AI capabilities and efficiency
- Influence of advanced AI on creative development and advertising
- Ethical considerations and responsibilities in using these powerful technologies
- Future of hyper-personalized marketing messages
Stay with us for more on how these innovations will reshape marketing.
About Steven Millman Executive, Award-Winning Researcher/Data Scientist, Innovator, Inventor & Coffee Snob. Throughout Steve's career he's had a focus on quantitative/statistical analysis, survey design, research design, AI/ML, and other applied research techniques. Steven is presently serving as Global Head of Research and Data Science at Dynata, the world's sixth largest market research company where he leads a team of over 100 researchers and data scientists. Steven is a frequent speaker and author, multiple Ogilvy award winner, patent holder, and recipient of the prestigious Chairman's Prize from the Publishing & Data Research Forum. Steven serves as a member of the Board of Trustees for the Advertising Research Foundation, the ARF.
Links Full show notes: Unicorny.co.uk
LinkedIn: Steven Millman | Dom Hawes
Website: Dynata
Sponsor: SelbeyAnderson
This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
Welcome back to Unicorny! In this episode, host Dom Hawes continues his discussion with psychologist Simon Hartley, focusing on how to reignite enthusiasm in marketing teams. Building on the PEAR framework discussed in part one, Simon provides practical advice on creating a motivating work environment.
They also explore Simon's book "Two Lengths of the Pool," offering insights into focus and task simplification to boost performance. Learn how to tailor motivational strategies to fit your team and enhance overall job satisfaction.
- Learn practical steps to implement the PEAR framework.
- Understand the importance of focus and task simplification.
- Discover how to create a motivating environment tailored to your team.
- Gain insights into maintaining a balanced and motivated team.
Find out how to build a happier, more productive marketing team with actionable strategies.
About Simon HartleySimon Hartley is a globally respected sport psychology consultant and performance coach. For over 25 years, Simon has worked with gold medallists, world record holders, world champions, top five world-ranked professional athletes, Olympians and championship winning teams.
Since 2011, Simon has published twelve books, including Stronger Together; How Great Teams Work, Peak Performance Every Time and Motivation is P.E.A.R. Shaped.
During the last 20 years, Simon has also applied the principles of sport psychology to business, education, healthcare and the charity sector. This has included projects with some of the world’s leading corporations and foremost executives. He is also an award winning international professional speaker, delivering keynotes throughout the world.
For more information on Simon, please visit www.be-world-class.com
Links Full show notes: Unicorny.co.uk
LinkedIn: Simon Hartley | Dom Hawes
Website: be worldclass
Sponsor: Selbey Anderson
This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
In this episode of Unicorny, host Dom Hawes addresses the troubling issue of job satisfaction among marketers. With the help of Simon Hartley, an esteemed author and sports psychologist, they explore why only half of marketers enjoy their work.
Simon provides practical advice on enhancing team motivation and personal job fulfilment using his PEAR framework—Purpose, Enjoyment, Achievement, and Recognition. Learn how to create a more fulfilling work environment and improve overall team performance.
- Understand why job satisfaction matters in marketing.
- Learn about Simon Hartley's PEAR framework for motivation.
- See how principles from sports psychology can be applied to business.
- Discover practical steps to improve work environment and team motivation.
Find out how to foster happier, more motivated marketing teams and apply these insights to your organisation.
About Simon HartleySimon Hartley is a globally respected sport psychology consultant and performance coach. For over 25 years, Simon has worked with gold medallists, world record holders, world champions, top five world-ranked professional athletes, Olympians and championship winning teams.
Since 2011, Simon has published twelve books, including Stronger Together; How Great Teams Work, Peak Performance Every Time and Motivation is P.E.A.R. Shaped.
During the last 20 years, Simon has also applied the principles of sport psychology to business, education, healthcare and the charity sector. This has included projects with some of the world’s leading corporations and foremost executives. He is also an award winning international professional speaker, delivering keynotes throughout the world.
For more information on Simon, please visit www.be-world-class.com
Links Full show notes: Unicorny.co.uk
LinkedIn: Simon Hartley | Dom Hawes
Website: be worldclass
Sponsor: Selbey Anderson
This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
In this episode of Unicorny, host Dom Hawes continues his conversation with James Gatoff, Group Chief Marketing and Communications Officer at Lombard International Group. James shares his expertise on integrating marketing with business objectives, leveraging technology for measurable outcomes, the importance of crisis communication and the need for authentic engagement in a global business environment.
- Aligning marketing efforts with business objectives.
- Use of dashboards and technology for tracking and measurement
- Building and utilising effective crisis management strategies.
- Adapting communication strategies for diverse global audiences.
Learn how James' strategies can help you enhance your marketing effectiveness and prepare for future challenges. Tune in to gain practical insights and actionable advice.
About James GatoffJames is currently the Group Chief Marketing and Communications Officer at Lombard International Group. He is a member of the Group Executive Committee responsible for Global Marketing and Communications. He leads the marketing, brand, corporate communications, media relations, digital media, marketing production, internal communications and the events & sponsorship teams.
James has over 20 years’ experience in international marketing, communications and business development in Global Financial Services, spanning FTSE100 Insurance, FinTech, Wealth Management and Private Equity.
Before joining Lombard International, James was the Group Marketing and Communications Director at FNZ, a global FinTech which powers the wealth management, administration and custodian platforms of major financial institutions (including retail and private banks, asset and wealth managers, insurers and financial adviser groups) across Europe, Asia and Australasia.
Prior to FNZ, James was Group Communications Director at Friends Life Group where he led the global communications team (based in the UK, Isle of Man, Luxembourg, Hong Kong, Singapore and Dubai) and overseeing the Group’s subsidiary businesses’ communications teams.
He’s experienced in leading large scale organisational change, transformation, commercial development and communication programmes including mergers, acquisitions, divestments and tendering for new business. James has a sales and marketing background and was Head of Business Development responsible for winning, implementing and managing new large corporate partnerships.
He’s a Freeman of the City of London, Chartered Insurer, an Associate of the Chartered Institute of Insurance and has a BSc (Hons)Business.
Links Full show notes: Unicorny.co.uk
LinkedIn: James Gatoff | Dom Hawes
Website: Lombard International Group
Sponsor: Selbey Anderson
This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
In this episode, Dom Hawes chats with James Gatoff, Group Chief Marketing and Communications Officer of Lombard International Group, about the complexities of marketing in highly regulated, multi-jurisdictional environments. James shares his journey from finance to marketing and discusses the strategic use of technology, cultural nuances, and the importance of a commercial focus in marketing communications.
James provides practical advice on integrating video content into marketing strategies and highlights the importance of clear communication and team engagement in achieving marketing success.
- Marketing in regulated and complex environments
- Importance of cultural understanding in international teams.
- Building and utilising in-house video production.
- Maintaining a commercial focus in all marketing efforts.
Tune in to learn how you can apply these strategies to better your marketing game.
About James GatoffJames is currently the Group Chief Marketing and Communications Officer at Lombard International Group. He is a member of the Group Executive Committee responsible for Global Marketing and Communications. He leads the marketing, brand, corporate communications, media relations, digital media, marketing production, internal communications and the events & sponsorship teams.
James has over 20 years’ experience in international marketing, communications and business development in Global Financial Services, spanning FTSE100 Insurance, FinTech, Wealth Management and Private Equity.
Before joining Lombard International, James was the Group Marketing and Communications Director at FNZ, a global FinTech which powers the wealth management, administration and custodian platforms of major financial institutions (including retail and private banks, asset and wealth managers, insurers and financial adviser groups) across Europe, Asia and Australasia.
Prior to FNZ, James was Group Communications Director at Friends Life Group where he led the global communications team (based in the UK, Isle of Man, Luxembourg, Hong Kong, Singapore and Dubai) and overseeing the Group’s subsidiary businesses’ communications teams.
He’s experienced in leading large scale organisational change, transformation, commercial development and communication programmes including mergers, acquisitions, divestments and tendering for new business. James has a sales and marketing background and was Head of Business Development responsible for winning, implementing and managing new large corporate partnerships.
He’s a Freeman of the City of London, Chartered Insurer, an Associate of the Chartered Institute of Insurance and has a BSc (Hons)Business.
Links Full show notes: Unicorny.co.uk
LinkedIn: James Gatoff | Dom Hawes
Website: Lombard International Group
Sponsor: Selbey Anderson
This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
In this second part of our discussion with Blair Enns, we explore the internal dynamics that influence agency-client relationships.
Host Dom Hawes and Blair continue to discuss balancing efficiency and innovation, focusing on how departmental goals can conflict with overarching business objectives.
They examine bounded rationality, the inefficiency principle, and the role of leadership in fostering a culture that supports both operational efficiency and creative innovation. Blair introduces his upcoming book, which outlines four key conversations that can help frame the process of selling expertise and ensuring effective client relationships.
What you'll get from this episode:
- Understanding the impact of departmental silos.
- Strategies for effective agency-client relationships.
- The importance of aligning business goals across departments.
- How leadership can drive cultural change for better innovation.
Join us for practical insights on creating value-driven partnerships that foster innovation and drive business success.
About Blair EnnsBlair is the founder of Win Without Pitching, the sales training program for expert advisors, and the author of three books on selling and pricing.
The Four Conversations: A New Model for Selling Expertise is available from Gegen Press on Amazon in September, 2024.
Pricing Creativity: A Guide to Profit Beyond the Billable Hour (2018) is available at pricingcreativity.com.
The Win Without Pitching Manifesto (2010) is available on Amazon.
Links Full show notes: Unicorny.co.uk
LinkedIn: Blair Enns | Dom Hawes
Website: Win Without Pitching
Sponsor: Selbey Anderson
This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
Today's episode of Unicorny tackles the complex dynamics between brand marketers and creative agencies, focusing on the dysfunctional commercial relationships that have emerged over recent years. Host Dom Hawes is joined by Blair Enns, founder of “Win Without Pitching”.
They explore how procurement practices and outdated commercial models hinder innovation and value creation. Blair offers insights into redefining these relationships to foster mutual success.
- Challenges in the client-agency commercial model.
- The impact of procurement on creativity.
- Shifting focus from outputs to business outcomes.
- Balancing efficiency and innovation.
Tune in to understand how to build stronger, more effective relationships between marketers and agencies, ensuring sustainable success for both parties.
About Blair EnnsBlair is the founder of Win Without Pitching, the sales training program for expert advisors, and the author of three books on selling and pricing.
The Four Conversations: A New Model for Selling Expertise is available from Gegen Press on Amazon in September, 2024.
Pricing Creativity: A Guide to Profit Beyond the Billable Hour (2018) is available at pricingcreativity.com.
The Win Without Pitching Manifesto (2010) is available on Amazon.
Links Full show notes: Unicorny.co.uk
LinkedIn: Blair Enns| Dom Hawes
Website: Win Without Pitching
Sponsor: Selbey Anderson
This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
Welcome back to Unicorny! In this episode, Dom Hawes continues his chat with Andrew Davies, a CMO and serial entrepreneur. Andrew shares his thoughts on how to integrate value-based pricing, the importance of packaging, methods for retaining customers in the competitive SaaS landscape, and the concept of thesis-driven marketing.
- Understanding the impact of frequent pricing and packaging experiments on growth
- Key elements of effective value-based pricing
- Methods for managing packaging to optimize customer acquisition and retention
- The role of self-serve models in modern SaaS businesses
- The importance of having a clear thesis to guide marketing efforts
Discover why these tactics can be powerful levers for growth and how frequent experimentation can significantly impact revenue.
About Andrew Davies Andrew serves Paddle.com as Chief Marketing Officer. Paddle has raised over $295m to build out the complete payments infrastructure for high growth software companies, currently serving over 4000 customers. After the acquisition of ProfitWell in 2022, Paddle also has the industry-leading Pricing team, Retention product, and a SaaS Metrics platform used by around 30,000 businesses.
Previously Andrew led global demand, digital and brand at Optimizely - after it acquired the business he co-founded, Idio.ai. During his time at Optimizely, they integrated 5 acquisitions, rebranded the entire company, and grew pipeline and sales significantly. As co-founder and CMO, he helped build Idio from scratch to a market-leader in B2B content personalization, raising $13m+ and serving enterprise clients including Pegasystems, BNY Mellon and IBM.
Andrew also advises SaaS scale-ups, and sits on the board of Ninety, an agile digital transformation consultancy which serves the insurance industry and gives 90% of distributable profits to alleviate global poverty. He lives with his wife and two children in the Devonshire (UK) countryside.
Links Full show notes: Unicorny.co.uk
LinkedIn: Andrew Davies | Dom Hawes
Website: Paddle
Sponsor: Selbey Anderson
This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
In this episode of Unicorny, host Dom Hawes speaks with Andrew Davies, Chief Marketing Officer at Paddle, about integrating entrepreneurial principles into marketing strategies. Andrew discusses the benefits of approaching marketing with the mindset of a startup founder, comparing the methodologies of venture capital and private equity, and stressing the importance of growth and innovation. He shares his journey from launching multiple startups to leading marketing at Paddle, and provides strategies for managing mergers and acquisitions, scaling businesses internationally, and overcoming market-specific challenges.
- Discover how to reframe your marketing plan with an entrepreneurial approach.
- Understand the differences between venture capital and private equity growth strategies.
- Learn the value of experimentation in driving marketing success.
- Get tips on handling mergers and acquisitions and integrating diverse business cultures.
- Explore methods for scaling internationally and tackling market challenges.
Don't miss this opportunity to gain actionable strategies and valuable lessons from Andrew Davies that can elevate your marketing efforts and drive growth.
About Andrew Davies Andrew serves Paddle.com as Chief Marketing Officer. Paddle has raised over $295m to build out the complete payments infrastructure for high growth software companies, currently serving over 4000 customers. After the acquisition of ProfitWell in 2022, Paddle also has the industry-leading Pricing team, Retention product, and a SaaS Metrics platform used by around 30,000 businesses.
Previously Andrew led global demand, digital and brand at Optimizely - after it acquired the business he co-founded, Idio.ai. During his time at Optimizely, they integrated 5 acquisitions, rebranded the entire company, and grew pipeline and sales significantly. As co-founder and CMO, he helped build Idio from scratch to a market-leader in B2B content personalization, raising $13m+ and serving enterprise clients including Pegasystems, BNY Mellon and IBM.
Andrew also advises SaaS scale-ups, and sits on the board of Ninety, an agile digital transformation consultancy which serves the insurance industry and gives 90% of distributable profits to alleviate global poverty. He lives with his wife and two children in the Devonshire (UK) countryside.
Links Full show notes: Unicorny.co.uk
LinkedIn: Andrew Davies | Dom Hawes
Website: Paddle
Sponsor: Selbey Anderson
This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
Welcome to part two of our myth-debunking session with Dale W. Harrison, where we explore the realities of demand creation in marketing.
Dale, a polymath with a broad view of business, explains why performance marketing is flawed and introduces the 95/5 rule, which outlines the natural buying cycles of customers.
- Understand the 95/5 rule and its implications for demand creation.
- Learn why brand marketing matters even when customers aren't in the market.
- Explore the pitfalls of using ROI as the sole metric for marketing effectiveness.
- Find out how marketing enhances sales efficiency and shortens sales cycles.
Listen now to transform your approach to B2B marketing and make your efforts truly count.
About Dale W. Harrison Dale W. Harrison is a senior executive with more than 20 years of international experience in the biotech industry. Experienced with venture-backed early-stage and mid-sized growth phase companies in the areas of executive leadership roles, operations management, technology development, and commercial development.
Links Full show notes: Unicorny.co.uk
LinkedIn: Dale W. Harrison | Dom Hawes
Website: Inforda Life Science Services
Sponsor: Selbey Anderson
This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
Curious about why "demand creation" might be a ‘lie’ or a myth? In this episode, Dale W. Harrison challenges conventional marketing wisdom by arguing that demand cannot be created but only captured. We discuss real-world examples like the iPhone and the Apple Newton to illustrate the differences between capturing existing demand and the futility of trying to create it. You'll also hear about the importance of strategic branding and the pitfalls of relying solely on lead generation.
Learn about:
- Why capturing demand is more realistic than creating it.
- The significance of strategic branding in consumer trust and loyalty.
- The dangers of focusing too much on short-term metrics.
Ready to rethink your approach to marketing? Listen to this episode and discover strategies that could reshape your perspective and boost your marketing effectiveness.
About Dale W. Harrison Dale W. Harrison is a senior executive with more than 20 years of international experience in the biotech industry. Experienced with venture-backed early-stage and mid-sized growth phase companies in the areas of executive leadership roles, operations management, technology development, and commercial development.
Links Full show notes: Unicorny.co.uk
LinkedIn: Dale W. Harrison | Dom Hawes
Website: Inforda Life Science Services
Sponsor: Selbey Anderson
This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
In this special episode of Unicorny, we're gearing up for B2B Ignite, the business marketing conference taking place on July 3rd at 133 Houndsditch in the City of London.
Dom Hawes, your host, talks to Richard O'Connor, CEO of B2B Marketing, about the Propolis Community Index and the key trends shaping business marketing.
We dive into insights on budget allocations, customer growth, and the evolving structure of marketing teams. Plus, get a sneak peek at what’s in store at B2B Ignite, including must-attend sessions and keynotes.
- Introduction to B2B Ignite: Overview of the conference details, including date, location, and how to book tickets.
- Propolis Community Index: Explanation of the index, its real-time data collection methods, and the value it provides to the marketing community.
- Marketing Trends: Insights into budget increases, ROI responsibilities, customer growth, and attrition rates.
- Organisational Changes: Discussion on centralisation trends, headcount shifts, and the impact on marketing teams.
- Event Highlights: Detailed agenda for B2B Ignite, including keynotes by Rachel Fairley and Sarah Robb, and a closing keynote by Mark Grist.
This episode is packed with valuable insights for business marketers looking to stay ahead of industry trends and make informed decisions.
Whether you’re attending B2B Ignite or not, the Propolis Community Index data and expert analysis from Richard O’Connor offer actionable takeaways to enhance your marketing activity.
About Richard O'ConnorRichard’s career spans B2B and B2C media, events and SaaS. He has run commercial teams at several leading private and public businesses, including Centaur, The Independent Newspaper, UBM, Informa and RELX. He also led a multi-year commercial transformation programme for UBM, which involved the design and delivery of a sales and marketing operating model in EMEA, Asia and the US. He was also part of the integration team following the acquisition of UBM by Informa.
Richard currently leads B2B Marketing, a Community Intelligence business with a portfolio of specialist conferences, awards, marketing services and Propolis - the multi-award winning global community for B2B Marketing Leaders. Launched in 2021, Propolis has grown rapidly into the go-to community for many of the world’s leading B2B brands.
Links B2B Ignite tickets
Full show notes: Unicorny.co.uk
Web links:B2B Ignite | Propolis
Sponsor: Selbey Anderson
Episode outline* Episode Overview and Guest Introduction * Understanding the Propolis Community Index * Budget, Spend, and ROI Trends * Customer Growth and Attrition Rates * Marketing Trends and Budget Allocation * Use of Agencies and External Partners * Changes in Customer Tenure * Organisational Structure and Centralisation * Hiring and Attrition Trends * Key Takeaways from the Propolis Index * B2B Ignite Conference Agenda * Final Thoughts and Event Highlights
This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
In this episode of Unicorny, Dom Hawes continues his conversation with Maya Price, SAP’s Global Head: Field Marketing Events Management. They discuss the balance between standardisation and customisation in field marketing, focusing on creating global consistency while maintaining local relevance.
Maya shares practical advice on optimising resources, the importance of continuous learning, and effective leadership strategies to manage resistance to change.
Key Takeaways:
- Benefits and drawbacks of standardisation versus customisation in marketing activities.
- Techniques for balancing global efficiency with local effectiveness.
- Importance of continuous feedback and learning in maintaining relevance and improving performance.
- Practical advice on managing change and encouraging innovation within marketing teams.
Listen to learn how to enhance your field marketing efforts by leveraging both global strategies and local insights.
About Maya Price Maya Price is the Global Head of Field Marketing Events Management at SAP, where she leads a vibrant community of regional event teams. With a sharp focus on the standardisation and optimisation of SAP’s flagship events, Maya’s role is instrumental in creating best practices that are adopted across regions. She brings user cases, innovation, and fresh ideas to the forefront of the teams' endeavours, ensuring a balance between standardisation and localisation, always keeping the customer at the heart of everything.
A seasoned marketing professional with over 21 years at SAP, Maya has accumulated a vast and diverse range of experience. She has held senior marketing positions in the UK and across Africa, contributing significantly to SAP's growth and success in these regions. Before relocating to the UK in 2015, Maya was an integral part of the Africa marketing team, overseeing cloud offerings, channel, and partner marketing. Her journey at SAP began in the events sphere, where her passion for marketing and events was first ignited.
Maya is deeply passionate about marketing, with a particular interest in creating customised experiences that resonate with customers on a personal level. She is keenly aware of the evolving landscape of customer needs and strives to engage with them in sincere, human, and authentic ways.
In addition to her professional achievements, Maya is dedicated to nurturing her teams, encouraging them to bring their authentic selves to work. She firmly believes in the “lead from behind” style of leadership, fostering an environment where her team members can thrive and innovate.
Before joining SAP, Maya owned an events company, where she successfully managed major corporate events in South Africa.
Maya’s rich background in event management and marketing, combined with her passion for creating meaningful customer experiences and fostering team authenticity, makes her a distinguished leader in her field.
Links Full show notes: Unicorny.co.uk
LinkedIn: Maya Price | Dom Hawes
Website: SAP
Sponsor: Selbey Anderson
This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
Join Maya Price, SAP's global head of field marketing and event management, to take a peek behind the scenes of field marketing. Learn how she connects brands with customers, navigates the shift from regional to global roles, and strikes the perfect balance between local flair and global consistency.
Get ready for practical tips on crafting events that truly resonate, building trust within your team, and turning real-time customer feedback into winning strategies.
- How field marketing bridges the gap with customers.
- Maya's journey from regional to global marketing leadership.
- Balancing local personalisation with global brand consistency.
- Fostering trust and open communication in marketing teams.
- Creating events that captivate and deliver real value.
Stay tuned for part two, where we tackle the great debate: standardisation vs. customisation in events.
About Maya Price Maya Price is the Global Head of Field Marketing Event Management at SAP, where she leads a vibrant community of regional event teams. With a sharp focus on the standardisation and optimisation of SAP’s flagship events, Maya’s role is instrumental in creating best practices that are adopted across regions. She brings user cases, innovation, and fresh ideas to the forefront of the teams' endeavours, ensuring a balance between standardisation and localisation, always keeping the customer at the heart of everything.
A seasoned marketing professional with over 21 years at SAP, Maya has accumulated a vast and diverse range of experience. She has held senior marketing positions in the UK and across Africa, contributing significantly to SAP's growth and success in these regions. Before relocating to the UK in 2015, Maya was an integral part of the Africa marketing team, overseeing cloud offerings, channel, and partner marketing. Her journey at SAP began in the events sphere, where her passion for marketing and events was first ignited.
Maya is deeply passionate about marketing, with a particular interest in creating customised experiences that resonate with customers on a personal level. She is keenly aware of the evolving landscape of customer needs and strives to engage with them in sincere, human, and authentic ways.
In addition to her professional achievements, Maya is dedicated to nurturing her teams, encouraging them to bring their authentic selves to work. She firmly believes in the “lead from behind” style of leadership, fostering an environment where her team members can thrive and innovate.
Before joining SAP, Maya owned an events company, where she successfully managed major corporate events in South Africa.
Maya’s rich background in event management and marketing, combined with her passion for creating meaningful customer experiences and fostering team authenticity, makes her a distinguished leader in her field.
Links Full show notes: Unicorny.co.uk
LinkedIn: Maya Price | Dom Hawes
Website: SAP
Sponsor: Selbey Anderson
This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
Discover the keys to effective product positioning with April Dunford, one of the leading experts in the field.
In this episode, April reveals how to harness the power of internal knowledge to understand competition, customer needs, and the value of your offerings. Learn why traditional customer feedback can mislead and find out the right questions to ask for actionable insights.
- How to leverage your sales team for competitive insights.
- The importance of understanding customers' pain points.
- Key strategies to differentiate your product from competitors.
Join us to refine your positioning and resonate deeply with your target audience. Listen now to transform your marketing approach and drive business success.
About April Dunford April Dunford is the world's foremost authority on product positioning. As a consultant, April helps companies make complex products easy to understand and love.
Boasting an impressive 25-year career as a VP Marketing at various rapidly developing technology firms, she has collaborated with hundreds of growing technology companies such as Google, Epic Games, Postman, and others.
April is also the acclaimed author of the best-selling book, "Obviously Awesome," which delves into the art of positioning and the future sales classic, "Sales Pitch," which unveils the secrets to crafting a winning sales narrative in the market.
Links Full show notes: Unicorny.co.uk
LinkedIn: April Dunford | Dom Hawes
Website: April Dunford©
Sponsor: Selbey Anderson
This podcast uses the following third-party services for analysis:
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
In this episode of Unicorny, Dom Hawes speaks with April Dunford, a leading expert in B2B tech marketing and the author of "Obviously Awesome" and "Sales Pitch". They explore the complexities of effective product positioning.
April highlights typical pitfalls, such as the shortcomings of traditional positioning statements and the critical nature of understanding the knowledge gap between existing customers and new prospects.
This episode provides actionable strategies for rethinking positioning to ensure your product is clear and compelling.
- Learn the five crucial components of effective positioning.
- Understand why traditional positioning statements are often inadequate.
- Discover how to identify and address gaps in your product positioning.
- Gain tips on creating a clear and compelling value proposition.
- Hear examples of successful repositioning strategies.
Don't miss these practical strategies to improve your product positioning and achieve market success. Listen now to elevate your marketing approach.
About April Dunford April Dunford is the world's foremost authority on product positioning. As a consultant, April helps companies make complex products easy to understand and love.
Boasting an impressive 25-year career as a VP Marketing at various rapidly developing technology firms, she has collaborated with hundreds of growing technology companies such as Google, Epic Games, Postman, and others.
April is also the acclaimed author of the best-selling book, "Obviously Awesome," which delves into the art of positioning and the future sales classic, "Sales Pitch," which unveils the secrets to crafting a winning sales narrative in the market.
Links Full show notes: Unicorny.co.uk
LinkedIn: April Dunford | Dom Hawes
Website: April Dunford
Sponsor: Selbey Anderson
This podcast uses the following third-party services for analysis:
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
In part two of Rachel Fairley's discussion with Duncan Daines, Head of Engagement at Gama Aviation, she explores the intricacies of growing market share and connecting marketing to business outcomes. Duncan shares his unique approach to achieving commercial success through strategic thinking and adaptable marketing strategies.
- The importance of blending organic growth and M&A strategies.
- How to stay agile and avoid complacency in long-term contracts.
- The evolving role of marketing and its connection to commercial outcomes.
- Leveraging diverse teams and expertise to achieve business goals.
Join us to learn how to align marketing efforts with overarching business objectives for sustained growth.
About Duncan Daines Duncan Daines is a proven, competent professional with 27 years of experience working with Chief Executives and Business Leaders in various roles to deliver change initiatives and growth in key segments.
Key achievements to date within Duncan's current role include:
- Working with the CEO & COO to develop and deliver a post-COVID-19 growth strategy, leading to a 33% ($55.1M) increase in GP for FY22.
- Leading an organisational change programme supporting the focus strategy, resulting in three SBUs.
- Leading and winning a £65M 7-year contract in a key growth sector for Gama Aviation's Special Mission SBU.
- Leading the company’s approach to GHG reduction, including devising Project Element Six, the pathway to net Zero.
To achieve this, and by his nature, Duncan likes to form teams, binding complementary skills around him to deliver complex programmes. His leadership style has been described as ‘quietly driven,’ reflecting a tendency to actively listen, ask pertinent questions to cross-check his understanding, and then formulate a view with his team on a particular problem or challenge. Working with Executive teams, Duncan recognizes the need for managing upwards and continual communication during change programmes.
Links Full show notes: Unicorny.co.uk
LinkedIn: Duncan Daines | Rachel Fairley
Website: Gama Aviation
Sponsor: Selbey Anderson
This podcast uses the following third-party services for analysis:
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
In this episode, Duncan Daines, Group Head of Engagement at Gama Aviation, shares his perspectives on aligning marketing strategies with commercial outcomes, the evolving role of agencies, and the importance of segmentation.
From his unique career spanning product design to high-stakes mergers and acquisitions, Duncan and guest host, Rachel Fairley, discuss what marketers need to drive true business growth.
- The shifting roles of agencies and their impact on businesses;
- The importance of curiosity and new perspectives in marketing;
- Effective strategies for segmentation and targeting;
- Lessons learned from high-stakes marketing decisions.
About Duncan Daines Duncan Daines is a proven, competent professional with 27 years of experience working with Chief Executives and Business Leaders in various roles to deliver change initiatives and growth in key segments.
Key achievements to date within Duncan's current role include:
- Working with the CEO & COO to develop and deliver a post-COVID-19 growth strategy, leading to a 33% ($55.1M) increase in GP for FY22.
- Leading an organisational change programme supporting the focus strategy, resulting in three SBUs.
- Leading and winning a £65M 7-year contract in a key growth sector for Gama Aviation's Special Mission SBU.
- Leading the company’s approach to GHG reduction, including devising Project Element Six, the pathway to net Zero.
To achieve this, and by his nature, Duncan likes to form teams, binding complementary skills around him to deliver complex programmes. His leadership style has been described as ‘quietly driven,’ reflecting a tendency to actively listen, ask pertinent questions to cross-check his understanding, and then formulate a view with his team on a particular problem or challenge. Working with Executive teams, Duncan recognizes the need for managing upwards and continual communication during change programmes.
Links Full show notes: Unicorny.co.uk
LinkedIn: Duncan Daines | Rachel Fairley
Website: Gama Aviation
Sponsor: Selbey Anderson
This podcast uses the following third-party services for analysis:
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
In this episode of Unicorny, guest host Rachel Fairley and brand strategist Sarah Robb tackle the challenges of imposter syndrome in marketing and the confusion caused by jargon. They discuss practical ways to simplify language, improve cross-departmental communication, and build confidence among marketers. What’s the connection between jargon and imposter syndrome, and how can marketers regain control of their brand strategy?
- Understand the link between jargon and imposter syndrome
- Strategies for challenging and simplifying jargon
- Core questions for brand clarity
- Importance of clear cross-departmental communication
- Effective approaches to brand refresh and rebranding
Discover how simplifying your brand strategy can boost confidence and effectiveness by listening now.
About Sarah RobbSarah is a brand strategist with a decade in the world's best branding agencies and another working independently with CEOs and CMOs to help reinvigorate their brands.
She's worked on over 70 brand strategy projects across the A to Z of industries - from accountancy firms to zoos.
She's also the creator of Brand Strategy Academy, an online course that equips people with everything they need to do brand strategy with clarity and confidence.
Links Full show notes: Unicorny.co.uk
LinkedIn: Sarah Robb | Rachel Fairley
Websites: Sarah Robb
Sponsor: Selbey Anderson
This podcast uses the following third-party services for analysis:
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
In this episode of Unicorny, Rachel Fairley kicks Dom out of the studio to meet brand expert, Sarah Robb. Together, they discuss the essential elements of creating a brand that genuinely reflects its purpose.
Discover how aligning your brand’s purpose with business activities enhances authenticity and learn about the crucial role leadership plays in this process.
Are you struggling with marketing jargon and agency challenges? Sarah offers practical solutions to simplify your brand’s message and maintain clarity.
- Align brand purpose with business activities
- Leadership’s role in fostering brand values
- Simplifying marketing language
- Engaging employees with brand values
- Ensuring differentiation is relevant to customers
- Crafting effective mission statements
Curious about how to make your brand stand out while staying true to its core values? Listen to this episode to find out.
About Sarah RobbSarah is a brand strategist with a decade in the world's best branding agencies and another working independently with CEOs and CMOs to help reinvigorate their brands.
She's worked on over 70 brand strategy projects across the A to Z of industries - from accountancy firms to zoos.
She's also the creator of Brand Strategy Academy, an online course that equips people with everything they need to do brand strategy with clarity and confidence.
Links Full show notes: Unicorny.co.uk
LinkedIn: Sarah Robb | Rachel Fairley
Websites: Sarah Robb
Sponsor: Selbey Anderson
This podcast uses the following third-party services for analysis:
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
In this episode of Unicorny, Dom Hawes and marketing strategist Paul Worthington continue their examination of marketing's modern challenges. They tackle how to turn the overwhelming flood of data into a strategic advantage and discuss what it really takes to make an impact in the C-suite. Are you leveraging your data to its full potential? Let’s find out how you can sharpen your approach.
- Critique of dashboard metrics and the biases they introduce
- The importance of hypothesis-driven strategies over purely data-driven tactics
- Mastering the language of business and finance to elevate your role in the C-suite
- Re-evaluating the integration of marketing and sales to enhance strategic focus
Curious about transforming these challenges into opportunities for growth? Listen to this episode for actionable strategies that could redefine your approach to marketing leadership.
About Paul WorthingtonPaul Worthington is an entrepreneurial, creative, and strategic brand leader, coach, and senior adviser to executive leadership teams, with a deep competence in building brands for the digital era.
He has led combined strategy, design, and experience teams through major brand and innovation engagements, from initial pitches to transformed customer experiences across four continents, has lived on two, and tackled high-impact projects along the way. His accomplishments include helping what was then the world's largest corporation rationalize hundreds of brands into one, codifying the ideals of one of sport's most-watched tournaments, aiding an iconic technology company through two consecutive business transformations, and reinventing the retail banking experience for a digital world.
Paul's work has received awards from the AIGA, D&AD, and Cannes Lions. He has worked with notable clients at consequential brands including Microsoft, IBM, Citibank, GE, Activision, Belkin, PwC, HP, and O'Reilly.
At Invencion, Paul focuses on helping leaders discover what is special about their organizations so that together they can design strategies that are unique to them and uniquely meaningful to the people they serve. This work is based on the observation that in a fast-paced world, organizations require the deep anchor of purpose to guide decisions and create sustainable advantages through innovation.
Prior to founding Invencion, Paul spent ten years at the global consultancy Wolff Olins, joining after being inspired by their work for Orange. Starting as a junior consultant, he eventually ascended to the role of client principal, head of strategy, and member of both the global leadership and US management teams.
Links Full show notes: Unicorny.co.uk
LinkedIn: Paul Worthington | Dom Hawes
Website: Invencion
Sponsor: Selbey Anderson
This podcast uses the following third-party services for analysis:
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
In this episode of Unicorny, Dom Hawes and guest Paul Worthington discuss whether marketing should be recognised as a formal profession or continue as a trade based on practical experience. They evaluate the potential impacts of standardising marketing practices—could it inhibit creativity and diminish competitive advantage?
- Weighing the merits of making marketing a formal profession—necessary organisation or a barrier to creativity?
- The role of data in marketing: valuable tool or potential crutch?
- Discussing whether marketing is better as a trade or as a profession.
- Examining the influence of AI on traditional marketing roles: is it progressive or disruptive?
- Does formal education really boost our marketing effectiveness, or does it limit our flexibility?
Listen to understand how these issues could alter your view of marketing.
About Paul WorthingtonPaul Worthington is an entrepreneurial, creative, and strategic brand leader, coach, and senior adviser to executive leadership teams, with a deep competence in building brands for the digital era.
He has led combined strategy, design, and experience teams through major brand and innovation engagements, from initial pitches to transformed customer experiences across four continents, has lived on two, and tackled high-impact projects along the way. His accomplishments include helping what was then the world's largest corporation rationalize hundreds of brands into one, codifying the ideals of one of sport's most-watched tournaments, aiding an iconic technology company through two consecutive business transformations, and reinventing the retail banking experience for a digital world.
Paul's work has received awards from the AIGA, D&AD, and Cannes Lions. He has worked with notable clients at consequential brands including Microsoft, IBM, Citibank, GE, Activision, Belkin, PwC, HP, and O'Reilly.
At Invencion, Paul focuses on helping leaders discover what is special about their organizations so that together they can design strategies that are unique to them and uniquely meaningful to the people they serve. This work is based on the observation that in a fast-paced world, organizations require the deep anchor of purpose to guide decisions and create sustainable advantages through innovation.
Prior to founding Invencion, Paul spent ten years at the global consultancy Wolff Olins, joining after being inspired by their work for Orange. Starting as a junior consultant, he eventually ascended to the role of client principal, head of strategy, and member of both the global leadership and US management teams.
Links Full show notes: Unicorny.co.uk
LinkedIn: Paul Worthington | Dom Hawes
Website: Invencion
Sponsor: Selbey Anderson
Other podcasts: Mike Linton's CMO Confidential
This podcast uses the following third-party services for analysis:
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
In this episode of Unicorny, Dom Hawes continues the conversation with Géraldine Tenten, a seasoned IBM marketer, about uniting a company around the shared goal of creating happy customers.
They tackle the challenges of aligning sales and marketing, the power of cross-functional "diamond teams," and how digital transformation is reshaping B2B marketing. Can your organization truly put customers at the centre of everything it does?
Listen in as they uncover key lessons such as:
- Breaking down internal silos to create a unified customer experience
- Aligning sales and marketing through shared goals and compensation
- Creating agile, cross-functional teams focused on customer success
- Using digital tools to enhance customer engagement and business agility
Discover how aligning your company around customer success can drive sustainable growth. Listen to the episode now for practical strategies and inspiration!
About Géraldine TentenA high performing executive expert in Digital Transformation, Marketing and Digital Sales with 25+ years of experience designing and implementing strategies in the technology industry, working in Europe, Canada and USA. Proficient in collaborating across the C-suite to drive revenue and business growth.
Passionate about transforming organizations and partnering with different cultures across roles and skills – bringing diverse teams together through agile methodologies in support of a common vision. Driving engagement and delivering sales results.
Recognised leadership as B2B Marketing and Communications Jury in the DACH Region and ex-IBM Germany board member
Links Full show notes: Unicorny.co.uk
LinkedIn: Géraldine Tenten | Dom Hawes
Website: MANN + HUMMEL
Sponsor: Selbey Anderson
This podcast uses the following third-party services for analysis:
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
What’s holding back your business from reaching its full potential?
In this episode of Unicorny, host Dom Hawes and guest Géraldine Tenten discuss how to achieve sustainable growth by focusing on happy customers and avoiding common pitfalls.
With over 20 years of experience in marketing and communications, Geraldine brings a wealth of practical advice on aligning sales and marketing for business success. Can you optimise your conversion rates and create loyal customers at the same time? Let's find out.
- Understand why happy customers are key to long-term growth.
- Learn how to align sales and marketing for maximum effectiveness.
- Discover how to use real-time data for immediate decision-making.
Get ready to unlock practical strategies and learn how to prioritize what truly matters in your business.
About Géraldine TentenA high performing executive expert in Digital Transformation, Marketing and Digital Sales with 25+ years of experience designing and implementing strategies in the technology industry, working in Europe, Canada and USA. Proficient in collaborating across the C-suite to drive revenue and business growth.
Passionate about transforming organizations and partnering with different cultures across roles and skills – bringing diverse teams together through agile methodologies in support of a common vision. Driving engagement and delivering sales results.
Recognised leadership as B2B Marketing and Communications Jury in the DACH Region and ex-IBM Germany board member
Links Full show notes: Unicorny.co.uk
LinkedIn: Géraldine Tenten | Dom Hawes
Website: MANN + HUMMEL
Sponsor: Selbey Anderson
This podcast uses the following third-party services for analysis:
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
Have you considered how enhanced leadership techniques can enable more agile market responses? Or how your team could manage uncertainty through innovative management models?
In this episode you'll hear:
- Further exploration of leadership roles in Beyond Budgeting
- Strategies for fostering organizational adaptability
- Techniques for sustaining business performance in unpredictable markets
- Methods to align corporate strategies with real-time market conditions
This session offers practical strategies to help your team stay ahead in today’s dynamic markets. Curious about how to implement these adaptive management techniques? Press play and shift your strategic approach from reactive to proactive!
About Steve MorlidgeSteve Morlidge has 30 years of practical experience in designing and running performance management systems in Unilever, including three years as the lead of a global change project. He is a former chairman of the European Beyond Budgeting Round Table and now works as a management thinker, writer and speaker, drawing on his years of experience at the leading edge of performance management thought and practice.
Steve Morlidge published Future Ready: How to Master Business Forecasting, John Wiley, 2010, ‘The Little Book of Beyond Budgeting’, ‘The Little Book of Operational Forecasting’, ‘Present Sense’ in 2017, 2018 and 2020 respectively. ‘Zen and the Art of Organising Work: The Hidden Anatomy of Effective Organisations…Using Systems Thinking to Unlock Nature’s Secrets’ was published in April 2021 and 2023 saw the publication of ‘Cost Matters’ and most recently he helped author ‘The Viable Map Workbook’ which sets out a practical methodology to help people put the principles of Beyond Budgeting to work in organisations.
He is on the editorial board of Foresight, a forecasting practitioner’s journal published by the International Institute of Forecasting to which he regularly contributes. He is also a cofounder of CatchBull, a supplier of forecasting performance management software and sits on the advisory board of the Beyond Budgeting Institute.
Steve completed his BA at Durham University and is a qualified management accountant (CIMA). He has a PhD from Hull Business School studying the application of systems concepts to the design of complex organizations and is a visiting fellow at Cranfield University and visiting Professor at BPP University.
Outside work Steve has three children and is currently a proud grandfather times three. But he has never been able to sustain interest in anything long enough to call it a hobby which he likes to think is a sign of a restless enquiring mind…although his wife has a different interpretation.
Links Full show notes: Unicorny.co.uk
LinkedIn: Dr Steve Morlidge | Dom Hawes
Website: Satori Partners
Book: The little Book of Beyond Budgeting by Steve Morlidge, use code UNICORNY25 for 25% off!
Sponsor: Selbey Anderson
This podcast uses the following third-party services for analysis:
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
The traditional approach to budgeting is broken. Worse. Budgeting builds dysfunction into business and into your marketing department. There is a better way.
This week, we meet Dr Steve Morlidge, thinker, speaker, author of The Little Book of Beyond Budgeting and chair of the European Beyond Budgeting Round table.
Traditional marketing budgeting limits a marketer’s ability to adapt to rapid market changes. This inflexibility, combined with a focus on short-term targets, can lead to inefficient spending—where budgets are used up to secure future funds rather than drive meaningful growth.
The conventional process also discourages innovation by penalising risk-taking, essential for breaking new ground in marketing strategies.
- Discover Flexible Budgeting Approaches: Learn how to move beyond the traditional, restrictive budgeting models to embrace more dynamic and adaptive financial planning strategies that align with fast-changing market conditions.
- Enhance Innovation and Risk-Taking: Gain insights into how shifting away from a rigid budgetary focus can encourage innovation and risk-taking in marketing strategies, leading to greater creative freedom and potential breakthroughs in the market.
- Optimise Resource Allocation: Understand methods to avoid wasteful spending and optimise marketing budgets, ensuring that resources are used efficiently to maximize impact and ROI in your campaigns.
Steve has many answers... this epsiode might just hold the key to your future success?
About Steve MorlidgeSteve Morlidge has 30 years of practical experience in designing and running performance management systems in Unilever, including three years as the lead of a global change project. He is a former chairman of the European Beyond Budgeting Round Table and now works as a management thinker, writer and speaker, drawing on his years of experience at the leading edge of performance management thought and practice.
Steve Morlidge published Future Ready: How to Master Business Forecasting, John Wiley, 2010, ‘The Little Book of Beyond Budgeting’, ‘The Little Book of Operational Forecasting’, ‘Present Sense’ in 2017, 2018 and 2020 respectively. ‘Zen and the Art of Organising Work: The Hidden Anatomy of Effective Organisations…Using Systems Thinking to Unlock Nature’s Secrets’ was published in April 2021 and 2023 saw the publication of ‘Cost Matters’ and most recently he helped author ‘The Viable Map Workbook’ which sets out a practical methodology to help people put the principles of Beyond Budgeting to work in organisations.
He is on the editorial board of Foresight, a forecasting practitioner’s journal published by the International Institute of Forecasting to which he regularly contributes. He is also a cofounder of CatchBull, a supplier of forecasting performance management software and sits on the advisory board of the Beyond Budgeting Institute.
Steve completed his BA at Durham University and is a qualified management accountant (CIMA). He has a PhD from Hull Business School studying the application of systems concepts to the design of complex organizations and is a visiting fellow at Cranfield University and visiting Professor at BPP University.
Outside work Steve has three children and is currently a proud grandfather times three. But he has never been able to sustain interest in anything long enough to call it a hobby which he likes to think is a sign of a restless enquiring mind…although his wife has a different interpretation.
Links Full show notes: Unicorny.co.uk
LinkedIn: Dr Steve Morlidge | Dom Hawes
Website: Satori Partners
Book: The little Book of Beyond Budgeting by Steve Morlidge, use code UNICORNY25 for 25% off!
Sponsor: Selbey Anderson
This podcast uses the following third-party services for analysis:
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
In today's episode, part two of our discussion with Adrian Coxon, we explore how marketing drives product innovation and brand competitiveness in B2B. Adrian provides practical ways of using customer feedback and competitive analysis to improve market presence.
- Learn how marketing teams can better represent customer needs in product development.
- Find ways of improving brand recognition in a competitive market.
- Understand the importance of comprehensive market research.
- Recognise the importance of engaging with local communities to boost brand image and relevance.
Learn how embracing AI and community engagement can enhance your marketing effectiveness and customer satisfaction.
About Adrian Coxon Operating at board level with a successful track record of building global brands and delivering revenue growth for financial services, e-commerce and tech companies.
Adrian likes to use a customer-centric, data-driven approach that translates into innovative and authentic advertising campaigns, driving value across the entire customer lifecycle.
Adrian’s real focus is on strong relationships - when you inspire the right people with a clear vision and empower them to deliver change then great things happen.
Links Full show notes: Unicorny.co.uk
LinkedIn: Adrian Coxon | Dom Hawes
Website: Exante
Sponsor: Selbey Anderson
Episode outline* The role of marketing in organizational value * The importance of understanding customer needs * Innovation and AI in marketing * The impact of community engagement on branding * Ethical considerations in marketing spend * Building brand identity through local engagement * 1The effectiveness of engaging locally versus global campaigns * Shifts in media consumption and advertising post-COVID * Long-term customer relationship management * The strategic advantage of building strong brand equity
This podcast uses the following third-party services for analysis:
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
In this episode of Unicorny, Dom Hawes and guest Adrian Coxon, CMO of Exante, address the ongoing challenge of marketing being undervalued in businesses. The evidence? Many marketers are paid less than their peers.
So how do you boost the redress the imbalance?
- Understand the implications of short-term focus versus long-term strategy in marketing and how it affects how other internal stakeholders view marketing.
- Recognise the importance of the CMO’s role in aligning marketing's activity with business success.
- Find ways to demonstrate value beyond immediate ROI to foster long-term brand equity.
- Learn to manage internal perceptions of marketing to enhance your departmental value and influence.
Why listen? Like all Unicorny output, you'll gain actionable advice from someone like you who's dealing the same issues as you.
About Adrian Coxon Operating at board level with a successful track record of building global brands and delivering revenue growth for financial services, e-commerce and tech companies.
Adrian likes to use a customer-centric, data-driven approach that translates into innovative and authentic advertising campaigns, driving value across the entire customer lifecycle.
Adrian’s real focus is on strong relationships - when you inspire the right people with a clear vision and empower them to deliver change then great things happen.
Links Full show notes: Unicorny.co.uk
LinkedIn: Adrian Coxon | Dom Hawes
Website: Exante
Sponsor: Selbey Anderson
Episode outline* Introduction to the theme: Is marketing undervalued? * Adrian Coxon's journey and the financial evaluation of marketing roles. * Insights on the evolution of marketing and its significance. * Discussion on switching from agency to client side for better valuation. * The challenges of digital-focused ROI in marketing. * Exploring the balance between innovation and efficiency in marketing. * Strategies to enhance the recognition and remuneration of marketing teams. * Marketing's role in managing the customer experience lifecycle. * Long-term strategic planning and overcoming short-term constraints. * The critical role of the CMO in defining and steering brand objectives.
This podcast uses the following third-party services for analysis:
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
Join Dom Hawes and Phil Barden as they continue their exploration of decision science in B2B marketing.
- Discover how subtle elements like perception and pricing can significantly influence buyer decisions.
- Learn how distinctive branding and pricing strategies can optimize the decision-making process.
- Learn about aligning explicit and implicit customer goals
The episode details how (B2B) marketers can utilise behavioural insights to modify customer behaviour without changing underlying beliefs and how to use past customer actions to guide future decisions.
About Phil Barden Phil has over 25 years client-side brand management experience (Unilever, Diageo and T-Mobile). Whilst responsible for T-Mobile’s brand positioning and development around Europe he became a client of DECODE marketing consultancy and first encountered 'decision science’. DECODE’s work led to the Liverpool St flash mob ˈdanceˈ ad which increased T-Mobile sales by 49% and further work halved customer churn. This epiphanal moment led Phil to set up DECODE in the UK.
Author of ‘Decoded. The Science Behind Why We Buy’ and a Fellow of The Marketing Society, Phil works with many clients and agencies in the application of decision science to day-to-day brand and shopper marketing activities.
Links Full show notes: Unicorny.co.uk
LinkedIn: Phil Barden | Dom Hawes
Website: Decode Marketing
Sponsor: Selbey Anderson
Episode outline * The Decision Interface * Influencing Decision Making * Changing Behaviour without Changing Minds * Leveraging Goals and Motivations * Brand Goals and Propositions * Persil Brand Proposition * Understanding Human Behaviour * Implicit Goals in B2B Marketing * Customer Understanding and Goal-Driven Marketing
This podcast uses the following third-party services for analysis:
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
Join Dom Hawes and Phil Barden in this episode of Unicorny as they dive into the power of decision science in B2B marketing.
- Understand decision science's role in marketing
- Explore how scientific principles can be applied to enhance marketing creativity and effectiveness
- Discover how behavioural and decision sciences inform marketing strategies
- Learn how renowned marketers have successfully applied scientific methods to real-world marketing challenges
- Delve into case studies demonstrating the tangible benefits of integrating science into marketing efforts
This episode offers a deep dive into how decision science can fundamentally transform marketing approaches, providing listeners with both theoretical insights and practical applications.
About Phil BardenPhil has over 25 years client-side brand management experience (Unilever, Diageo and T-Mobile). Whilst responsible for T-Mobile’s brand positioning and development around Europe he became a client of DECODE marketing consultancy and first encountered 'decision science’. DECODE’s work led to the Liverpool St flash mob ˈdanceˈ ad which increased T-Mobile sales by 49% and further work halved customer churn. This epiphanal moment led Phil to set up DECODE in the UK.
Author of ‘Decoded. The Science Behind Why We Buy’ and a Fellow of The Marketing Society, Phil works with many clients and agencies in the application of decision science to day-to-day brand and shopper marketing activities.
Links Full show notes: Unicorny.co.uk
LinkedIn: Phil Barden | Dom Hawes
Contact Phil Barden: Twitter | Email
Website: Decode Marketing
Sponsor: Selbey Anderson
Episode outline * Phil Barden's Story and Introduction to Decision Science * Marketing as Behaviour Change * The Role of Science in Marketing * Understanding Decision Making * Understanding System 1 and System 2 * The Influence of Context in Marketing * The Neurologic Purchase Decision Equation * Leveraging Neuroscience in Marketing
This podcast uses the following third-party services for analysis:
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
In this compelling continuation of Unicorny's exploration of AI in marketing, Dom Hawes returns with part two of his discussion with Steven Millman and Jonathan Harris.
Building on the insights from part one, this episode delves into the emerging role of personal AI assistants and their potential to revolutionise consumer interaction by removing traditional interfaces.
The conversation also covers the broader impacts of AI on revenue models and the digital ecosystem, highlighting both the opportunities and ethical challenges that come with such transformative technology.
Don't miss this deep dive into how AI is reshaping not just marketing strategies but also the very fabric of digital engagement.
About Jonathan Harris Jonathan is the founder and CEO of Sub(x), a marketing technology provider that uses AI automation to drive revenue, growth and customer acquisition for digital subscription businesses.
A former investment banker at Morgan Stanley and Merrill Lynch, Jonathan launched and exited three previous businesses, and has 10 years’ experience in the application of data science in the marketing technology sector.
Sub(x) is transforming digital marketing using a proprietary self-learning AI autopilot, enabling businesses to optimise their online customer acquisition and revenue without the need for manual testing and experimentation.
About Steven Millman Executive, Award-Winning Researcher/Data Scientist, Innovator, Inventor & Coffee Snob. Throughout Steve's career he's had a focus on quantitative/statistical analysis, survey design, research design, AI/ML, and other applied research techniques. Steven is presently serving as Global Head of Research and Data Science at Dynata, the world's sixth largest market research company where he leads a team of over 100 researchers and data scientists. Steven is a frequent speaker and author, multiple Ogilvy award winner, patent holder, and recipient of the prestigious Chairman's Prize from the Publishing & Data Research Forum. Steven serves as a member of the Board of Trustees for the Advertising Research Foundation, the ARF.
Links Full show notes: Unicorny.co.uk
LinkedIn: Jonathan Harris | Steven Millman | Dom Hawes
Website: Sub(x) | Dynata
Sponsor: Selbey Anderson
Episode outline* The Rise of AI Personas * Impact of AI on Marketing and Content Creation * Unintended Consequences of AI * The Illusion of Data Protection * The Impact of GDPR * The Contradictory Nature of Data Privacy * Designing Workflows and Removing Bias * Embracing AI and Navigating Ethical Considerations
This podcast uses the following third-party services for analysis:
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
Join Dom Hawes as he dives deep into the transformative role of AI in marketing with industry experts Steven Millman and Jonathan Harris. Discover the metaphorical shift from "building faster horses" to "creating cars," illustrating how AI is set to revolutionise business practices beyond mere efficiency improvements.
The trio discusses the potential of AI to replace traditional marketing processes with innovative models that drastically change how businesses interact with consumers.
Tune in to explore how AI is not just accelerating existing processes but creating entirely new pathways for value creation and strategic marketing.
About Jonathan Harris Jonathan is the founder and CEO of Sub(x), a marketing technology provider that uses AI automation to drive revenue, growth and customer acquisition for digital subscription businesses.
A former investment banker at Morgan Stanley and Merrill Lynch, Jonathan launched and exited three previous businesses, and has 10 years’ experience in the application of data science in the marketing technology sector.
Sub(x) is transforming digital marketing using a proprietary self-learning AI autopilot, enabling businesses to optimise their online customer acquisition and revenue without the need for manual testing and experimentation.
About Steven Millman Executive, Award-Winning Researcher/Data Scientist, Innovator, Inventor & Coffee Snob. Throughout Steve's career he's had a focus on quantitative/statistical analysis, survey design, research design, AI/ML, and other applied research techniques. Steven is presently serving as Global Head of Research and Data Science at Dynata, the world's sixth largest market research company where he leads a team of over 100 researchers and data scientists. Steven is a frequent speaker and author, multiple Ogilvy award winner, patent holder, and recipient of the prestigious Chairman's Prize from the Publishing & Data Research Forum. Steven serves as a member of the Board of Trustees for the Advertising Research Foundation, the ARF.
Links Full show notes: Unicorny.co.uk
LinkedIn: Jonathan Harris | Steven Millman | Dom Hawes
Website: Sub(x) | Dynata
Sponsor: Selbey Anderson
Episode outline* The Role of AI in Marketing * Moving from Process-Driven to Outcome-Driven * Reimagining the Marketing Process * Understanding AI Tools and Processes * Identifying Recurrent Problems in AI Implementation * Probabilistic Outputs and Input Quality * Large Language Models and Data Quality * Caution with Synthetic Data * The Irrelevance of Presentation Layer
This podcast uses the following third-party services for analysis:
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
When Michelle Booth joined us in the studio to talk about marketing transformation, product incubation and agile and marketing in action, we closed the show with a discussion around a PEST analysis like we sometimes do (Political, Economic, Social and Technological).
Normally we edit the main show down, and we edit these bits down too, to make one crunchy show. But this time around, there was so much good stuff, we decided to roll it in full and turn it into a two part episode with a bonus.
I hope you enjoy Michelle's insight!
About MichelleA creative business leader with a passion for building exceptional teams with a clear sense of purpose, Michelle Booth currently serves as the Head of Growth and Innovation for Mass Affluent and prior to that in a number of different roles at NatWest, most notably Head of Marketing Strategy and Innovation for NatWest leading the development of the Brand Platform Tomorrow Begins Today, NatWest Thrive with Marcus Rashford and Marketing Director For Bó, NatWest‘s venture to create a neo-bank challenger.
Links Full show notes: Unicorny.co.uk
LinkedIn: Michelle Booth | Dom Hawes
Website: Lloyds Banking Group
Sponsor: Selbey Anderson
Episode outline* Introduction to the Bonus Episode * Impact of Political Events on Marketing * Marketing Strategies in Economic Uncertainty * Hybrid Post-COVID Working Model * The Influence of AI on Marketing * Impact of Walled Garden AI's * Internationalization and Idioms in AI * Language Hops and AI Ethics * Bias in AI Training Data
This podcast uses the following third-party services for analysis:
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
This is part 2 of a two-part (plus bonus) episode in which we met the amazing Michelle Booth, a champion of marketing transformation who thrives leading teams that are agile and empowered.
We pick up her story, dealing with heartbreak at Bó, but illustrate how positive people often find new futures, even from an initiative that folds. It's a shame that such a successful product was shelved for reasons other than commercial traction.
We also get stuck into re-brands, impactful partnerships and more.
About MichelleA creative business leader with a passion for building exceptional teams with a clear sense of purpose, Michelle Booth currently serves as the Head of Growth and Innovation for Mass Affluent and prior to that in a number of different roles at NatWest, most notably Head of Marketing Strategy and Innovation for NatWest leading the development of the Brand Platform Tomorrow Begins Today, NatWest Thrive with Marcus Rashford and Marketing Director For Bó, NatWest‘s venture to create a neo-bank challenger.
Links Full show notes: Unicorny.co.uk
LinkedIn: Michelle Booth | Dom Hawes
Website: Lloyds Banking Group
Sponsor: Selbey Anderson
Episode outline* Introduction to Michelle Booth * Transition from Bo to NatWest * Momentum and Culture * Marketing's Role in Business * Impactful Partnerships * Valuable Insights and Bonus Episode * Michelle's Unique Background * Understanding Market Orientation and Differentiation * Leadership and Culture Change
This podcast uses the following third-party services for analysis:
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
Increasingly, I'm seeing that traditional organisational structures are under scrutiny because they're just too slow. But that's not always the case, and today's guest is going to prove it.
In this episode we dig into the experience of Michelle Booth, [these days] head of growth, activation, and innovation at Lloyds Bank. Michelle has thrived as an entrepreneur in businesses that many would think are rigid and very hierarchical. If that's you, be prepared to change your view.
Drawing from real life experience, including her transformative role at one of the UK's best known high street banks (NatWest), Michelle joins the Unicorny project to talk transformation.
About MichelleA creative business leader with a passion for building exceptional teams with a clear sense of purpose, Michelle Booth currently serves as the Head of Growth and Innovation for Mass Affluent and prior to that in a number of different roles at NatWest, most notably Head of Marketing Strategy and Innovation for NatWest leading the development of the Brand Platform Tomorrow Begins Today, NatWest Thrive with Marcus Rashford and Marketing Director For Bó, NatWest‘s venture to create a neo-bank challenger.
Links Full show notes: Unicorny.co.uk
LinkedIn: Michelle Booth | Dom Hawes
Website: Lloyds Banking Group
Sponsor: Selbey Anderson
Episode outline* The Need for Innovation and Adaptation * Michelle's Career Journey * Overcoming the Innovator's Dilemma * The Unsexy Subject of Money * Creating Innovative Financial Solutions * Product Design and Market Fit * Pricing Strategy * Incubation Zone and Business Management * Leadership and Psychological Safety * Agile Execution and Strategy
This podcast uses the following third-party services for analysis:
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
Featuring best-selling author, Matt Dixon, this part two of a two-part episode (did you listen to part 1?) that answers the question so many B2B marketers and sales professionals are asking: how come that perfect-fit prospect died?
Matt co-authored a book we've mentioned many times on Unicorny; The Jolt Effect.
Nothing is more important right now than what you'll find in this book. So, whatever you're doing today, cancel it until you've listened to this episode and read the book.
Here's why.
If you're in B2B sales and marketing, you've got a pipeline... right now... today... this minute... that's suffering from the curse of the moment; the no-decision sale outcome. No purchase order, no sale, no win. This was already a thing, pre-pandemic, but now it's worse.
This pod has answers that might save the sale... and save your bacon too.
About Matt Dixon Matt Dixon is one of the world’s foremost experts in business development and customer experience. Known for his ground-breaking research, he is a frequent contributor to Harvard Business Review and is the author of some of the most important business books of the past decade. He is a founding partner of DCM Insights, a boutique consultancy focused on using data and research-backed frameworks to help firms attract, retain and grow client relationships.
His first book, The Challenger Sale: Taking Control of the Customer Conversation (Portfolio/Penguin 2011), was a #1 Amazon and Wall Street Journal bestseller and has sold nearly a million copies worldwide and has been translated into a dozen languages.
The Challenger Sale has won acclaim as “the most important advance in selling for many years” (SPIN Selling author Neil Rackham) and “the beginning of a wave that will take over a lot of selling organizations in the next decade.” (Business Insider).
He is also the author of The Effortless Experience: Conquering the New Battleground for Customer Loyalty (Portfolio/Penguin 2013), which introduced the concept of customer effort reduction and the Customer Effort Score to companies around the world, as well as The Challenger Customer: Selling to the Hidden Influencer Who Can Multiply Your Results (Portfolio/Penguin 2015), the celebrated sequel to The Challenger Sale. His newest book, The JOLT Effect: How High Performers Overcome Customer Indecision, was released by Penguin in September 2022. His next book, The Activator Way, will be released by Harvard Business Review Press in Spring 2025.
Matt’s work has been published in the print and online editions of Harvard Business Review on more than twenty occasions. Among his noteworthy HBR articles are “What Today’s Rainmakers Do Differently” (Nov-Dec 2023), “Dismantling the Sales Machine” (November 2013) and “The End of Solution Sales” (July-August 2012), both of which appear in HBR’s 10 Must-Reads on Sales. He is also the author of some of the most widely cited HBR articles on customer experience and customer service, including “Reinventing Customer Service” (November-December 2018), “Kick-Ass Customer Service” (January-February 2017), and “Stop Trying to Delight Your Customers” (July-August 2010). His team’s latest research will be published in the forthcoming article “What Today’s Rainmaker’s Do Differently” in the November-December issue of HBR.
In addition to his research and writing, Matt is a seasoned practitioner having held executive leadership roles in strategy, new product development, product management, research and innovation for companies like Tethr, Korn Ferry Hay Group and CEB (now Gartner).
He is a sought-after speaker and advisor to management teams around world, having presented his findings at a wide range of industry conferences as well as to hundreds of senior executive teams around the world, including those of many Fortune 500 companies.
Matt holds a Ph.D. in Political Economy from the Graduate School of Public and International Affairs at the University of Pittsburgh as well as a B.A. in International Studies from Mount Saint Mary’s University in Emmitsburg, Maryland. He currently resides in the Washington, D.C. area with his wife and four children.
Links Full show notes: Unicorny.co.uk
LinkedIn: Matt Dixon | Dom Hawes
Website: DCM Insights
Sponsor: Selbey Anderson
Episode outline* The Jolt Playbook and Its Application * The Role of Marketing in Jolt Effect * Judging Indecision and the Role of Marketing * The Challenge of Choice Overload and Marketing's Role * The Delegation Effect * Limiting Exploration * Transparency and Honesty * Structured Learning Journeys * Taking Risk Off the Table * Creating a Safety Net for Customers * Joint Value Approach * Product Guarantees and Opt-Outs * Future Plans
This podcast uses the following third-party services for analysis:
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
Featuring best-selling author, Matt Dixon, this part one of a two-part episode (part two is available now) that answers the question so many B2B marketers and sales professionals are asking: how come that perfect-fit prospect died?
Matt co-authored a book we've mentioned many times on Unicorny; The Jolt Effect.
Nothing is more important right now than what you'll find in this book. So, whatever you're doing today, cancel it until you've listened to this episode and read the book.
Here's why.
If you're in B2B sales and marketing, you've got a pipeline... right now... today... this minute... that's suffering from the curse of the moment; the no-decision sale outcome. No purchase order, no sale, no win. This was already a thing, pre-pandemic, but now it's worse.
This pod has answers that might save the sale... and save your bacon too.
About Matt Dixon Matt Dixon is one of the world’s foremost experts in business development and customer experience. Known for his ground-breaking research, he is a frequent contributor to Harvard Business Review and is the author of some of the most important business books of the past decade. He is a founding partner of DCM Insights, a boutique consultancy focused on using data and research-backed frameworks to help firms attract, retain and grow client relationships.
His first book, The Challenger Sale: Taking Control of the Customer Conversation (Portfolio/Penguin 2011), was a #1 Amazon and Wall Street Journal bestseller and has sold nearly a million copies worldwide and has been translated into a dozen languages.
The Challenger Sale has won acclaim as “the most important advance in selling for many years” (SPIN Selling author Neil Rackham) and “the beginning of a wave that will take over a lot of selling organizations in the next decade.” (Business Insider).
He is also the author of The Effortless Experience: Conquering the New Battleground for Customer Loyalty (Portfolio/Penguin 2013), which introduced the concept of customer effort reduction and the Customer Effort Score to companies around the world, as well as The Challenger Customer: Selling to the Hidden Influencer Who Can Multiply Your Results (Portfolio/Penguin 2015), the celebrated sequel to The Challenger Sale. His newest book, The JOLT Effect: How High Performers Overcome Customer Indecision, was released by Penguin in September 2022. His next book, The Activator Way, will be released by Harvard Business Review Press in Spring 2025.
Matt’s work has been published in the print and online editions of Harvard Business Review on more than twenty occasions. Among his noteworthy HBR articles are “What Today’s Rainmakers Do Differently” (Nov-Dec 2023), “Dismantling the Sales Machine” (November 2013) and “The End of Solution Sales” (July-August 2012), both of which appear in HBR’s 10 Must-Reads on Sales. He is also the author of some of the most widely cited HBR articles on customer experience and customer service, including “Reinventing Customer Service” (November-December 2018), “Kick-Ass Customer Service” (January-February 2017), and “Stop Trying to Delight Your Customers” (July-August 2010). His team’s latest research will be published in the forthcoming article “What Today’s Rainmaker’s Do Differently” in the November-December issue of HBR.
In addition to his research and writing, Matt is a seasoned practitioner having held executive leadership roles in strategy, new product development, product management, research and innovation for companies like Tethr, Korn Ferry Hay Group and CEB (now Gartner).
He is a sought-after speaker and advisor to management teams around world, having presented his findings at a wide range of industry conferences as well as to hundreds of senior executive teams around the world, including those of many Fortune 500 companies.
Matt holds a Ph.D. in Political Economy from the Graduate School of Public and International Affairs at the University of Pittsburgh as well as a B.A. in International Studies from Mount Saint Mary’s University in Emmitsburg, Maryland. He currently resides in the Washington, D.C. area with his wife and four children.
Links Full show notes: Unicorny.co.uk
LinkedIn: Matt Dixon | Dom Hawes
Website: DCM Insights
Sponsor: Selbey Anderson
Episode outline * The Problem with Highly Qualified Leads * Benefits of COVID for Sales Researchers * The Issue of No Decision Sales Outcomes * Overcoming Customer Indifference * Procrastination vs. Decision Avoidance * Understanding Customer Indecision * The Omission Bias * Multilayered Indecision * The Myth of Decisiveness * Overcoming Indecision * The Impact of FOMU on Sales * Interconnected Marketing and Sales Approach * Transforming Marketing's Role * Building anti-Fomo and anti-Fomu mindsets
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We're going to change things up a little again in this episode. Since December, we've looked at marketing disruptive technologies in a few of our episodes, including two epic shows with the legendary Geoffrey Moore.
When we spoke to him about marketing to an early market, he told us about the need to educate.
Today we're going to dig into one company's campaign to educate the early market that is, electric vehicles. We meet Neill Emmett former Head of Marketing at LeasePlan, a business that manages over 3.3 million vehicles across 44 countries.
What can you expect?Cold hard facts, insights, takeaways and tips straight from the Unicorny's mouth. What really strikes me as Neill's story unfolds is how central research is to his decision making and planning. Research threads all the way through the various parts of his story, and although we won't dwell too much on it, listen for how he repurposes the analysis and results to drive internal communications, too.
Research. We all talk about it, but how many of us do enough? Be honest. Do you?
About Neill Emmett Neill Emmett – Former Head of Marketing – Leading the Charge Towards Sustainable Mobility
With an impressive track record spanning over 24 years in marketing, Neill has been at the helm of LeasePlan UK's marketing team for six years and a member of the company’s Marketing Strategic Team, guiding the company's direction and campaign strategies. Neill also serves as a B2B Marketing Award Judge for the prestigious "Best Purpose Led Programme" in 2023.
It’s moments of change when marketers really earn their spurs. For Neill, this was in 2021 when UK was emerging from the pandemic and the world woke up to the climate crisis – and when Electric Moments, a campaign focused on helping accelerate the switch to sustainable mobility was born. The campaign - designed to empower drivers to make informed decisions regarding electric vehicles, tackled issues head-on - creating free to access content resources, interactive tools and detailed ‘how to’ video content.
Electric Moments has since earned nine prestigious industry awards, including accolades for Innovation, PR, Thought Leadership, Content, and Best Green Initiatives. The campaign's impact resonated globally, being shared across all LeasePlan entities.
Neill’s unwavering dedication to sustainable mobility and his passion, creativity, and strategic vision are without doubt helping to deliver a brighter, greener future.
Links Full show notes: Unicorny.co.uk
LinkedIn: Neill Emmett | Dom Hawes
Sponsor: Selbey Anderson
Episode outline* Neil's Journey into Marketing * Insight Behind the "Electric Moments" Campaign * Tracking Adoption of Electric Vehicles * Influencing Fleet Managers' Decisions * Importance of Research in Decision Making * Importance of Transparency in Marketing * Benefits of Emotional Marketing * Campaign Planning and Strategy * Measuring Campaign Success * Research-Based PR and Campaign Coverage * Future of Marketing and Business * The Impact of Market Trends and Cultural Shifts * Niche Targeting and Purpose-Led Marketing * AI and Marketing Opportunities * The Power of Research in Decision Making * Conclusion: The Importance of Research
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Chartable - https://chartable.com/privacy
Today's show is a little different. It's not your standard interview style discussion, because today's guest is not our standard guest. He is an Emmy Award winner, an entrepreneur, inventor, and researcher. He's a master of advertising and marketing effectiveness. No-one has worked harder or been more effective at understanding the relationship between marketing effectiveness, emotions, motivations and drivers. And... he built it into a machine learning model.
So, what we're bringing you today is a first hand account from a pioneer in machine learning of how he built his AI, Bill Harvey. What do I mean by pioneer?
Well, Amazon got there in 1998 or 99, but today's guest built a machine learning recommendation engine that was embedded in cable tv boxes in 1997. Not too shabby, eh?
This year, McKinsey tells us that AI is at the top of CEO's agendas. As a CMO, you are probably all over gen AI and tools driven by machine learning too. That's why we thought you might want to hear this.
About Bill Harvey Emmy award winner, innovator & inventor with 35+ years as thought leader in media research & key solution-provider to Fortune 500 brands.
Breakthrough inventions include:
- The ADI/DMA
- Addressable commercials
- Passive Peoplemeters
- Planning/Purchasing media based on single-source Big Data matching (4 U.S. patents)
Bill is the original discoverer of DriverTags™ the first proven scientific development of psychological attribute metatags for content (programs, movies, ads, etc.). RMT’s DriverTags™ have the highest predictivity of Nielsen ratings, series cancellations and renewals, and individual viewer likelihood of conversion to specific programs. Most recent work being presented at ARF shows an ability to lift ROI for brands by over +35%.
Links Full show notes: Unicorny.co.uk
LinkedIn: Bill Harvey | Dom Hawes
Website: Bill Harvey Consulting
Sponsor: Selbey Anderson
Episode outline
- Introduction to Bill Harvey
- Importance of AI in Marketing
- The Role of Emotion and Context in Advertising
- The Start of Bill Harvey's Career
- The Development of DriverTags™
- AI-powered show recommendations
- Effectiveness of DriverTags™
- Digital Advertising and Somacio
- Validation of Motivational Types
- Introduction to Canadian Market and Vividata Partnership
- Collaboration with AI Companies
- Addressable TV and Programmatic Advertising
- Application in B2B Marketing
- Impact of DriverTags™ in Advertising
This podcast uses the following third-party services for analysis:
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
In this episode of the Unicorny podcast, Georgina Gilmore, an award-winning B2B marketer with over 30 years of experience, shares invaluable insights on the importance of human-centric marketing.
Full of fun and smart stuff, too. The show starts by looking for a blueprint for the future of marketing leadership, and we find the stuff you might expect: strategic insight, customer obsession, the courage to innovate.
As marketing leaders, our mission extends beyond the traditional boundaries of marketing. Our voice must be heard in strategy because it's our insight that helps shape the strategic direction of our businesses. And that is the core of this episode.
For Unicorny, our must win battle this year is to ensure that each and every marketing leader sits down and engages in strategic discussions with CEOs and senior executives.
About Georgina Gilmore
Georgina is an award winning, accomplished B2B marketer, with over 30 years’ experience working for some of the world’s leading brands, such as Apple, Kodak, Cisco, Vodafone, Kaspersky and Centrica Business Solutions. Responsible for driving the global marketing strategy for high growth, fast moving and complex organisations, she has created and launched brands, products and solutions that are now considered part of our everyday life, such as consumer PCs and laptops, digital cameras, VoIP, Wi-Fi, smartphones, mobile email, SaaS solutions, cybersecurity as well as increasingly critical solutions such as sustainable and renewable energy. She’s built and led high performing marketing teams across the world and has continued to mentor and coach many of them as their careers have progressed.
Today Georgina runs her own marketing consultancy, ‘The B2B Marketing Expert’, working with B2B organisations to grow their businesses as well as providing coaching and career development for future B2B marketers. She’s also an industry speaker and judge and retained as an industry expert for Propolis, the global community for B2B marketers.
Links
Full show notes: Unicorny.co.uk
LinkedIn: Georgina Gilmore | Dom Hawes
Websites: The B2B Marketing Expert
Sponsor: Selbey Anderson
Episode outline
- Georgina's Impressive Career
- Positive Spin on Marketing
- Qualities of a Great Marketer
- The Importance of Curiosity
- Emotion in B2B Decision-Making
- The Need for Marketing Capability
- The Multidimensional Nature of Marketing
- Overemphasis on Short-Term Goals
- The Importance of Courage in Marketing
- Embracing Small Wins and Marketer's Leadership Opportunity
- The Evolution of Business Structures and Communication
- The Role of Technology and Marketing
- Redefining Customer Engagement and Satisfaction
- The CMO's Role in Driving Business Strategy
- The Entrepreneurial Mindset
- Empowering CMOs
- Taking a Break and Seeking Inspiration
- Shaping Strategic Direction and Customer Delight
This podcast uses the following third-party services for analysis:
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
In this episode of Unicorny, Emma Kriskinans, VP Global Marketing at Tyk, shares her insights on the differences between marketing in big corporations and start-ups.
She draws from her career experience, transitioning from corporate environments through agency into the fast-paced world of start-ups.
By embracing discomfort, pursuing growth, and learning from both successes and failures, Emma's story serves as an inspiration for all of us looking to get on in the volatile marketing business.
Her practical advice on understanding the balance between agility and stability, the importance of following the money, and the value of effective internal marketing and change delivers solid takeaways for both big businesses and start-ups.
If you're seeking to improve your adaptability to different marketing environments, this episode offers valuable lessons and practical strategies to enhance your skills.
About Emma KriskinansFor the last fifteen years Emma Kriskinans has helped Founders, the C-Suite and Leaders grow their businesses. She has a strong entrepreneurial streak and thrives on purpose-driven initiatives, brand & community marketing, and change management.
Links Full show notes: Unicorny.co.uk
LinkedIn: Emma Kriskinans | Dom Hawes
Website: Tyk
Sponsor: Selbey Anderson
Episode outlineDifferences Between Start-up and Enterprise
Emma's Start-up Journey
Attributes Needed for Marketers
Overcoming Impostor Syndrome
Embracing Risk and Learning from Failure
Lessons for Big Businesses from Start-ups
Lessons for Start-ups from Big Businesses
Internal Marketing
Agility vs. Stability Spectrum
Follow the Money
Joining a Start-up
Embracing Challenges and Learning Opportunities
The Many Faces of Marketing
Marketing as a Dynamic Practice
Key Takeaways for Marketers
This podcast uses the following third-party services for analysis:
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
In this episode of the Unicorny podcast, Scott Stockwell, a seasoned brand strategist at IBM, shares his valuable insights on leveraging design thinking and agile methodologies to revolutionise marketing efforts.
Scott provides practical examples of how to enhance creativity, flexibility, and customer-centric approach in marketing. He emphasises the significance of looking back to inform future decisions, embracing diverse learning styles within teams, and understanding cognitive preferences for effective communication. Scott's expertise shines through as he discusses the importance of adapting to changing market demands and delivering value to customers in a timely and relevant manner.
This conversation with Unicorny anchor, Dom Hawes, offers marketers and entrepreneurs actionable techniques to stay ahead of the competition and effectively navigate the demands of modern marketing.
About Scott Stockwell
With 25+ years in B2B, Scott has a wealth of marketing and sales experience to share. He's a pragmatic communicator, constant learner and is fascinated by the ways people work together and get work done.
Scott is an experienced Design Thinking workshop leader, Agile Marketing coach and certified LEGO Serious play facilitator. He's an ardent supporter of the B2B industry and Fellow of the IDM. he chairs the DMA’s B2B Council and he's a Strategy and Leadership advocate in B2B Marketing's Propolis community.
Scott has been the hanging judge on many an industry jury and knows how to interrogate strategy, creativity and results. Always eager to try out the latest tech, technique or tool, Scott recently appeared in Harvard’s ‘Top 20 Most Innovative Tech B2B Marketers’ list as a ‘disruptor’.
Links
Full show notes: Unicorny.co.uk
LinkedIn: Scott Stockwell | Dom Hawes
Website: IBM | Wimbledon Tennis Championships
Sponsor: Selbey Anderson
Episode outline
Introduction to guest Scott Stockwell
The Concept of "Greyge" in Fast Fashion
Using Retrospectives for Continuous Improvement
Building Comfort with Admitting Errors in Agile Marketing
Leveraging Experience and Tools for Anticipating Customer Needs
Blended Team Approach
Preparing for Real-time Marketing
Root Cause Analysis and Customer Expectations
The Role of AI in Marketing
Customer-Centric Design Thinking
Understanding Individual and Team Preferences
Common Misconceptions about Job Roles
Personal Bias in Communication
Impact on Team Building and Communication
Applying Understanding to B2B Marketing
Different but Equally Criticised
This podcast uses the following third-party services for analysis:
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This is an episode about the secrets of great marketing. Starring acclaimed marketing expert, Rachel Fairley, Dom and Rachel discuss the essence of marketing, the importance of customer needs, and maintaining brand promise to prevent churn.
Rachel shares her journey from a job in Brussels to becoming a marketing expert with over 30 repositions to her name; emphasising the need for a clear methodology in marketing akin to other professions.
Together, they critique superficial case studies and advocate for practical, experience-based marketing education. The episode covers the full customer lifecycle, from pre-purchase to post-purchase satisfaction, and the need for marketing to interconnect with all business functions. They also touch on the potential of AI in marketing and the challenge of overcoming customer inertia, highlighting Rachel's upcoming practical marketing book.
If you're looking for clarity of purpose in the year ahead, if you're trying to turbocharge your effectiveness, if you're building the case for budget, this is the show for you.
About Rachel Fairley Rachel Fairley is an international marketing leader and brand strategist whose focus is improving market impact to drive growth, contributing to 30+ business transformations across 100+ countries and many industries.
Links Full show notes: Unicorny.co.uk
LinkedIn: Rachel Fairley | Dom Hawes
Sponsor: Selbey Anderson
Episode outline* The Fundamentals of Marketing * The Lack of Marketing Methodology * CEO Expectations and Marketing Shake-up * Marketing as a Cost or Investment * Understanding the Buyer and the Buyer's Journey * Importance of Revenue as the Ultimate Measure * Consistency in Delivering the Brand Promise * The Importance of Marketing Beyond the Sale * Customer Success and Upselling * Shift in Tech and Subscription Models * The Enemy Within: Lack of Care * Brand Enemies and Inertia * The Importance of Methodology in Business Diagnosis * The Pragmatic Guide to Strategy * Advice for Marketers * AI and Marketing * Overcoming Indecision and Inertia
This podcast uses the following third-party services for analysis:
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This is a podcast about value creation, profitable growth and the client/agency relationship. Dom is joined by marketing consultant, David van Schaick and together they seek to equip marketers with methods to navigate the business desert.
Unless you were very blessed, doing business in 2023 was a little bit like being a camel in the Kalahari. It was hard. Hard for camels in the Kalahari, because apart from anything else, they are not a native species, so they don't know where to find waterholes.
Hard for us in business because tougher times are new to many of us.
So, we too struggle to find metaphorical waterholes - budgets to sustain our activities - but we did make it and that fact alone makes us stronger. Now the economists are telling us the year ahead is stagnant. So what should we do?
Listen to find out!
About David van Schaick David was part of the leadership team that grew The Marketing Practice from provincial agency to global B2B powerhouse, working with many of the leading marketers in tech along the way. He now consults on marketing and strategy for clients and agencies both.
Links Full show notes: Unicorny.co.uk
LinkedIn: David van Schaick | Dom Hawes | DVS Strategy
Sponsor: Selbey Anderson
Timestamped summary of this episode 00:02:37 – Introduction to David van Schaick
00:08:19 - The Evolution of B2B Marketing
00:09:46 - The Looming Threat to Marketing
00:12:58 - Impact of External Factors on Marketing
00:13:58 - The Value of Marketing in Long-Term Value Creation
00:15:23 - Adjacencies and Market Resilience
00:16:40 - Account-Based Marketing for Strategic Growth
00:17:41 - Marketing Beyond Advertising
00:22:04 - The Crisis in Business Organization
00:27:37 - The Changing Landscape of Marketing
00:28:28 - Evolving Agency Relationships
00:30:24 - Incentives and Commercial Models
00:33:01 - Shifting Business Models
00:37:40 - Navigating Uncertain Times
00:41:30 - Value of Experience in Business
00:42:12 - Technology's Impact on Productivity
00:43:32 - The Big Opportunity: Quality of Revenues
00:45:06 - Quality of Revenue and Pricing Strategy
This podcast uses the following third-party services for analysis:
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In this episode of the Unicorny podcast, host Dom Hawes digs deep into innovation without sacrificing performance as he's joined by Zone to Win author, Geoffrey Moore. Geoffrey is a world-famous business consultant, author and marketing expert with a stable of highly influential books including international best-seller, Crossing the Chasm.
Moore opens the episode explaining the core concepts outlined in “Zone to Win”: dividing operations into four zones and three time horizons, providing a strategic framework for companies to adapt and thrive in the rapidly changing market.
You'll gain first hand advice on the importance of differentiating yourself in the Performance zone and neutralising disruptors in the Transformation zone. Moore's practical advice on investing in power for future potential and the evolution of partnerships through different stages of the technology adoption lifecycle offers actionable strategies for long-term success.
Ultimately, this episode offers a wealth of wisdom for business leaders and executives seeking strategies to allocate resources for long-term profitability and power. If you're looking for practical strategies to succeed in the digital age and steer your organisation towards long-term growth, this episode is a must-listen, offering a roadmap for success in a rapidly evolving business landscape.
About Geoffrey Moore Geoffrey Moore is an author, speaker, and strategic advisor to the CEOs of high-tech enterprises including Salesforce, Microsoft, Cisco, Intel, Airbnb, Gainsight, and Splunk. He has a BA in American literature from Stanford University, and a PhD in English literature from the University of Washington, with a focus on medieval and Renaissance literature.
Strategy and its execution have been the lifelong focus of Moore’s work. His dissertation while at the University of Washington analysed Edmund Spenser’s epic poem, The Faerie Queene, in terms of the strategies for living it portrays. Subsequently he taught literature and writing for four years at Olivet College in Michigan before he and his wife and children moved back to California.
There over the next ten years and three software companies, Moore migrated from HR to sales to marketing. The seminal move in his career came in 1986 when he joined Regis McKenna Inc, the premier strategic marketing consultancy for high-tech firms at that time. While there he wrote his first business book, Crossing the Chasm, which has been in print (with revisions) for thirty years, has sold over a million copies, been translated into twelve languages, and is still the go-to text for high-tech entrepreneurs. This success allowed Moore to found his own consulting practice, found multiple consulting firms, and publish six additional books.
Geoffrey lives in the San Francisco Bay Area with his wife Marie. They enjoy reading, travel, fine dining, and doting on their terrific grandchildren. Geoff recently achieved what has been a lifelong ambition, namely, shooting his age in golf.
Links Full show notes: Unicorny.co.uk
LinkedIn: Geoffrey Moore | Dom Hawes
Websites: Geoffrey Moore | Unicorny
Sponsor: Selbey Anderson
Chapters of this episode * Introduction to Zone to Win * The Four Zones * The Three Horizons * Applying the Concepts * Core vs. Context * Mission Critical Context and Differentiation * Playing Offense and Defence * Advice for Tech Companies * Positioning and Market Development * The Power of Investment * The Importance of Power * Venture Operating Model * Marketing Leadership and Culture * Thought Leadership Marketing * Marketing for Power vs. Marketing for Profit * Venture Capital vs. Private Equity Approach * Strategic Resource Allocation in Economic Downturns.
This podcast uses the following third-party services for analysis:
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
In this episode, two titans of B2B, Shane Redding and Chris Wilson join host, Dom Hawes, to kick off the year talking about a marketing reboot. But things don't go to plan. Shane and Chris disagree with Dom's premise from the off and the conversation bounces between them as they make their cases for how to make marketing fit for the future.
Once they've got over their differences, they talk about finding a proper foundation for marketing through structured development and more relevant training, culture, society, organisation design, long-term value creation and so much more.
About Chris WilsonChris has spent over 25 years in marketing, working with organisations such as Google, Vodafone, BT, Fujitsu, Cisco, Mastercard, RBS, SAP and Allianz.
Chris founded full service agency Earnest in 2009 to help B2B marketing step out of the shade and stop being labelled a poor cousin to FMCG. It’s an ongoing mission...
About Shane ReddingShane is an independent consultant, speaker and trainer with over 35 year’s international business to business direct & digital marketing experience. Shane currently uses her skills and knowledge to help global businesses transform their marketing by revaluating their people, processes and technology to better meet the challenges of our changing world.
Whether it is building new skills, redefining lead processes, or understanding your new buyer journeys, or helping choose, use and implement martech; Shane always looks to make a positive commercial impact.
Links Full show notes: Unicorny.co.uk
LinkedIn: Chris Wilson | Shane Redding | Dom Hawes
Websites: Earnest | Think Direct
Sponsor: Selbey Anderson
Timestamped summary of this episode 00:01:18 - Building a Marketing Function
00:03:41 - Marketing Foundations and Evolution
00:05:58 - Strategy Models and Communication
00:12:53 - Product-Centric Marketing
00:14:37 - The Role of Marketing in Product Strategy
00:16:17 - Dysfunction in Marketing
00:18:33 - Organizational Design and Flexibility
00:20:03 - Changing Work Dynamics and Talent Management
00:25:19 - Future of Learning and Expertise
00:28:41 - Importance of Growth Marketing Teams
00:29:58 - Zone to Win Strategy
00:31:33 - Marketing to Entrepreneurial and Scale-Up Teams
00:33:53 - Reassessing Martech Stack
00:37:35 - Rethinking Organizational Design
00:44:23 - Impact of Start-Stop Behaviour on Businesses
00:45:05 - Importance of Brand Marketing for Long-Term Value
00:46:27 – De-risking and Optimizing Short-Term Performance vs. Long-Term Value Creation
00:47:09 - Essential Investments in Brand Longevity
00:49:31 - Budgetary Responsibility for Long-Term Growth
This podcast uses the following third-party services for analysis:
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
Merry Christmas and welcome to the Unicorny team party!
We're delighted to be joined by our amazing blog writer, Ornella Weston, who chats with host Dom about what she's been seeing and hearing this year. Later in the episode, you'll get to hear from all of us — the Unicorny crew — sharing our favourite episodes and takeouts. And, of course, in true Dom style, we also have a little rant about our Christmas pet peeves!
So, if you've already had enough of the family or need to recover from all that Christmas 'spirit,' we would love for you to join us for this bonus episode.
Links Check out our Unicorny top takeaways
LinkedIn: Dom Hawes | Nichola Fairley | Laura Taylor | Pete Allen | Ornella Weston
Websites: Unicorny
This podcast uses the following third-party services for analysis:
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
In this episode of Unicorny, Dom talks to Richard O'Connor, CEO of B2B Marketing and Propolis, about community, buyer enablement and marketing effectiveness in B2B.
Richard challenges the traditional notion of sales and marketing alignment, emphasising the crucial role of understanding the buyer's journey and effective communication with stakeholders.
The discussion also touches on the challenges and misconceptions surrounding marketing, emphasising the need for marketers to align their strategies with business objectives and effectively communicate the value of their efforts.
About Richard O'ConnorRichard’s career spans B2B and B2C media, events and SaaS. He has run commercial teams at several leading private and public businesses, including Centaur, The Independent Newspaper, UBM, Informa and RELX. He also led a multi-year commercial transformation programme for UBM, which involved the design and delivery of a sales and marketing operating model in EMEA, Asia and the US. He was also part of the integration team following the acquisition of UBM by Informa.
Richard currently leads B2B Marketing, a Community Intelligence business with a portfolio of specialist conferences, awards, marketing services and Propolis - the multi-award winning global community for B2B Marketing Leaders. Launched in 2021, Propolis has grown rapidly into the go-to community for many of the world’s leading B2B brands.
Links Full show notes: Unicorny.co.uk
LinkedIn: Richard O'Connor | Dom Hawes
Websites: B2B Marketing | Selbey Anderson
Timestamped summary of this episode00:00:00 - Introduction and Marketing Challenges
00:02:42 - Propolis: Community Intelligence in B2B Marketing
00:06:27 - The Broken Client-Agency Model
00:10:30 - Haggling vs. Trading in Negotiation
00:12:22 - Shifting Focus to Buyer Enablement
00:12:48 - Rethinking Sales and Marketing Alignment
00:13:40 - Buyer Enablement and Sales Role
00:15:19 - Joint Responsibility for Revenue Generation
00:16:31 - Community Engagement and Procurement Challenges
00:20:01 - Importance of Strategic Alignment and Outcome-driven Approach
00:26:01 - Centralization and Decentralization in Marketing
00:28:23 - Language and Understanding ROI
00:31:18 - Marketing Effectiveness and Propolis Community Index
00:37:45 - Christmas Wishes and Future Discussions
00:38:49 - Wrapping up the Holiday Season
00:39:12 - Festive Greetings
00:39:19 - Show Wrap-up
This podcast uses the following third-party services for analysis:
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
Why 54 tech titans failed (so you don't need to)
Personal note from our host, Dom Hawes: "Hi folks... this is a very special episode for me and part of a personal mission to see 'Chasm principles' return to every day marketing parlance.
In this episode Geoffrey details why tech titans, who ruled their day, faded away to nothing... all for the same reason. Moore's work is the definitive playbook for dealing with disruption.
As a marketer who cut my teeth in the mid to late 1990s, this work was everywhere. Now it's not. And, as we are swimming in a sea of sameness, it's time to bring back a more strategic approach. That's where Chasm comes in and why I invited my all-time marketing hero to join the Unicorny project.
I hope you enjoy this one... it really is a great show and I'm hugely grateful to Geoffrey for joining us."
In this episode of the Unicorny podcast, author and speaker Geoffrey A. Moore draws on the feted work in his book Crossing the Chasm. Moore addresses the challenges encountered by B2B marketers and makes the case for marketing activities to be aligned to the technology adoption lifecycle.
You won't find a better, clearer playbook for marketing than Chasm.
About Geoffrey A. MooreGeoffrey Moore is an author, speaker, and strategic advisor to the CEOs of high-tech enterprises including Salesforce, Microsoft, Cisco, Intel, Airbnb, Gainsight, and Splunk. He has a BA in American literature from Stanford University, and a PhD in English literature from the University of Washington, with a focus on medieval and Renaissance literature.
Strategy and its execution have been the lifelong focus of Moore’s work. His dissertation while at the University of Washington analysed Edmund Spenser’s epic poem, The Faerie Queene, in terms of the strategies for living it portrays. Subsequently he taught literature and writing for four years at Olivet College in Michigan before he and his wife and children moved back to California.
There over the next ten years and three software companies, Moore migrated from HR to sales to marketing. The seminal move in his career came in 1986 when he joined Regis McKenna Inc, the premier strategic marketing consultancy for high-tech firms at that time. While there he wrote his first business book, Crossing the Chasm, which has been in print (with revisions) for thirty years, has sold over a million copies, been translated into twelve languages, and is still the go-to text for high-tech entrepreneurs. This success allowed Moore to found his own consulting practice, found multiple consulting firms, and publish six additional books.
Geoffrey lives in the San Francisco Bay Area with his wife Marie. They enjoy reading, travel, fine dining, and doting on their terrific grandchildren. Geoff recently achieved what has been a lifelong ambition, namely, shooting his age in golf.
LinksFull show notes: Unicorny.co.uk
LinkedIn: Geoffrey Moore | Dom Hawes
Websites: Geoffrey Moore | Selbey Anderson
Timestamped summary of this episode 01:42 - Definition of Technology and Disruption
03:34 - The Stakes of Getting Marketing Wrong
06:17 - Zone to Win Playbook
08:37 - Introduction to Crossing the Chasm and Zone to Win
13:33 - The Evolution of Marketing in the Tech Industry
14:52 - Funding a Project and Putting Companies on the Map
15:49 - Challenges of Budget Allocation in Next-Generation Technologies
17:14 - The Impact of Consumer Computing and the Freemium Model
27:32 - Designing with a Compelling Reason to Buy
28:29 - The Beachhead Market
30:11 - The Bowling Alley Model
35:10 - Finding Trapped Value
41:12 - The Importance of Power in Performance
42:22 - The Venture Operating Model
43:34 - Account Based Marketing and the Six Personas
49:08 - Applying Moore's Playbook
This podcast uses the following third-party services for analysis:
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
In this episode of the Unicorny podcast, you'll hear antidote to dullness in the conversation with Joerg Klueckmann, Head of Marketing at Finastra, the largest financial technology business in the world.
This episode explores the importance of creative vision in marketing and the challenges of executing that vision in complex organisations.
Joerg Klueckmann shares his experience in managing tasks, aligning teams, and integrating marketing strategies within Finastra. He discusses the use of task management software like Clickup and the centralised ‘control tower’ tool which streamlines their go-to-market activities.
Joerg also highlights the trend of centralising and decentralising marketing decision-making, allowing for specialisation while managing the complexity of a large organisation.
And… the piece de resistance is when Joerg explains the creative vision behind Finastra TV and how they brought the idea to life.
If you’re looking to streamline, improve collaboration, and align your teams, this episode is a must-listen. Joerg’s insights and practical tips will help you navigate the challenges of executing a creative vision in a complex marketing environment.
About Joerg Klueckmann With more than 20 years of leadership experience, Joerg transformed global marketing organizations across the B2B software industry. He has led teams to become integrated, high performing and digital first. Joerg believes in focus, simplicity, and the courage to be different. He enjoys a good espresso and rides his mountain bike with passion. His superpower is endless positivity.
Links Full show notes: Unicorny.co.uk
LinkedIn: Joerg Klueckmann | Dom Hawes
Websites: Finastra | Selbey Anderson
Timestamped summary of this episode 00:01:12 - The Search for Creative Leadership
00:04:01 - The Importance of Product in Marketing
00:05:59 - The Transformation from Art to Science
00:08:15 - Incorporating Creative Vision into Marketing Strategy
00:12:40 - Importance of a Creative Vision
00:13:24 - Execution and Task Management
00:14:23 - Formulating Marketing Strategy
00:15:39 - Central Control Tower
00:18:50 - Marketing Alignment and the Sea of Sameness
00:25:31 - The Role of Marketing in Data Interpretation and Creativity
00:26:20 - The Conflict Between Data-Driven Marketing and Creativity
00:27:20 - The Creation of Finastra TV
00:29:03 - Benefits of Finastra TV
00:30:47 - Streaming Channel Strategy
00:37:39 - The Importance of Creative Concept in B2B Marketing
00:38:06 - Marketing Transformation in Enterprise
00:38:58 - Internal Agency and its Impact on External Agencies
00:39:50 - Finastra TV's Bold Vision
00:40:27 - Key Takeaways and Closing
This podcast uses the following third-party services for analysis:
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
24 Assets that drive digital successIn this episode of Unicorny, we dive straight into the second part of a conversation with host Dom Hawes and guest Daniel Priestley.
You'll discover the importance of creating assets that work for both your business and yourself. Daniel discusses his book, 24 Assets, which breaks down the different types of assets you need to thrive in the digital age. From intellectual property and branding assets to marketing, product, system, and culture assets, you'll gain practical insights on how to leverage each asset to create a successful business.
Daniel finishes this episode with a jaw-dropping insight about AI and it's impact on us all. Don't miss this episode!
About Daniel Priestley Daniel Priestley is the Co-Founder and CEO of Dent Global, a company that develops entrepreneurs to stand out, scale up, and make a meaningful impact in the world. For over 12 years, he has been leading a team of high performers who deliver award-winning accelerator programs, software solutions, and business books to over 3000 clients across the UK, US, Canada, and Australia.
Daniel’s mission is to help entrepreneurs solve meaningful problems in remarkable ways, using technology, innovation, and influence. He has co-created ScoreApp, a software that automates performance marketing campaigns using quizzes, online assessments, and surveys. He has also written best-selling business books, including Key Person of Influence, Entrepreneur Revolution, and Oversubscribed. Additionally, he is a VIP contributor to Entrepreneur Media and a board advisor of Home Grown Club, a network of high-growth entrepreneurs.
Links Full show notes: Unicorny.co.uk
LinkedIn: Daniel Priestley | Dom Hawes
Websites: Dent Global| ScoreApp | Selbey Anderson
Timestamped summary of this episode 00:01:16 – Introduction to 24 Assets and Key Personnel of Influence
00:02:39 - Intellectual Property Assets
00:03:46 - Brand Assets
00:05:02 - Marketing Assets
00:06:59 - Product Assets
00:12:33 – Key takeaways of the episode so far
00:16:57 - The Future Impact of AI and Hyper Consumption/Production
00:26:29 - The Potential Feudalism of the AI Age
00:27:32 - Becoming a Key Person of Influence
00:28:23 - The Marketer's Role in Protecting Future Value
This podcast uses the following third-party services for analysis:
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
Become a Key Person of Influence in your business We've got entrepreneur royalty in the house this week. Tune on to hear our host [Dom Hawes] talk to acclaimed author, Daniel Priestley, about his super successful thought leadership bible and playbook, Key Person of Influence (KPI).
Dom and Daniel talk personal branding and thought leadership in the digital age, with Daniel emphasising the need for professionals to establish themselves as key persons of influence in their field. He discusses the shift from functionality to vitality in the modern age, where qualities like disruption, humour, and the ability to enrol others in ideas become essential.
With engaging insights and key takeaways, this episode provides marketers and professionals valuable strategies to build their personal brand, embrace their entrepreneurial attitude, and succeed in the digital landscape.
If you're looking to establish yourself - or one of your colleagues - as a thought leader, this episode is a must-listen.
About Daniel Priestley Daniel Priestley is the co-Founder and CEO of Dent Global, a company that develops entrepreneurs to stand out, scale up, and make a meaningful impact in the world. For over 12 years, he has been leading a team of high performers who deliver award-winning accelerator programs, software solutions, and business books to over 3000 clients across the UK, US, Canada, and Australia.
Daniel’s mission is to help entrepreneurs solve meaningful problems in remarkable ways, using technology, innovation, and influence. He has co-created ScoreApp, a software that automates performance marketing campaigns using quizzes, online assessments, and surveys. He has also written best-selling business books, including Key Person of Influence, Entrepreneur Revolution, and Oversubscribed. Additionally, he is a VIP contributor to Entrepreneur Media and a board advisor of Home Grown Club, a network of high-growth entrepreneurs.
Links Full show notes: Unicorny.co.uk
LinkedIn: Daniel Priestley | Dom Hawes
Websites: Dent Global | ScoreApp | Selbey Anderson
Timestamped summary of this episode 00:00:03 - Introduction
00:01:25 - The Evolution of Thought Leadership
00:03:24 - Daniel Priestley's Background
00:05:28 - The Inspiration Behind Key Person of Influence
00:08:25 - Vitality vs Functionality
00:13:19 - The concept of talent pools and personal brands
00:14:50 - The evolving view of organizations and careers
00:16:07 - The changing expectations of workers and the role of technology
00:18:04 - The role of technology in shifting society and organizing ourselves
00:27:03 - Enrolling People in New Ideas and Behaviours
00:28:16 - Pitching to Groups for Maximum Impact
00:29:23 - The Five P's Approach
00:31:57 - The Power of Partnerships
This podcast uses the following third-party services for analysis:
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
This is a show about culture and society, crisis and social media.
Host, Dom Hawes, is joined by Charlotte Lander, Director, Social Media, Corporate Affairs, Brand & Marketing at Standard Chartered Bank. They talk reputation, social media - the threats and opportunities it brings, but ostensibly today they’re talking about culture and society… it’s the S in your PEST analysis.
Charlotte was one of the co-authors of a peer-reviewed paper in Journal of Digital & Social Media Marketing and has recently conducted and analysis of social media’s role in the sudden and dramatic demise of Silicon Valley Bank and Credit Suisse.
In this show she shares her findings and offers practical advice and best practice, guided by the content of the peer-reviewed paper and her career’s experience to date.
About Charlotte LanderCharlotte has dedicated over 15 years to digital marketing, working with large global corporates, CEOs, and top consultancies along the way.
She's data-driven and loves applying insights, strategy, and creativity to achieve business goals. She currently leads the social team that oversees the bank's global social media strategy and accounts, and employee advocacy programme.
LinksFull show notes: Unicorny.co.uk
Report: Find it on LinkedIn here
LinkedIn: Charlotte Lander | Dom Hawes
Website: Standard Chartered| Selbey Anderson
Timestamped summary of this episode00:00:03 - Introduction
00:02:26 – How marketing has changed in recent years
00:05:03 - Marketing and culture
00:06:19 - Silicon Valley Bank
00:08:30 - Missed opportunities
00:13:38 - Importance of senior leadership in reputation management
00:15:51 - Takeaways for reputation management
00:17:47 - The value of a brand in business
00:19:59 - Importance of social media in building trust
00:28:57 - Escalation paths
00:30:25 - Engaging stakeholders
00:32:26 - Reacting in real-time and determining response
00:35:13 - Measuring trust
00:43:18 – The importance of risk assessment and planning
00:43:57 – What went wrong at SVB?
This podcast uses the following third-party services for analysis:
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
In this episode, Dom is joined by IBM’s senior brand strategist, Scott Stockwell, to tackle what Marketing Week’s Editor-in-Chief, Russell Parsons, calls ‘today’s necessary mantra’: “doing more with less”.
That's a meaningful mantra to marketers and we're seeing it everywhere right now. It’s the imperative coming down from on high, just like it was in 2011/2012 after the last big downturn.
But creating more value, increasing pace, being more responsive, all while consuming fewer resources? That's no mean feat.
In this episode. Scott talks about people and process while explaining how an agile approach to marketing can increase effectiveness and consume fewer resources. That should be music to your ears.
About With 25+ years in B2B, Scott has a wealth of marketing and sales experience to share. He's a pragmatic communicator, constant learner and is fascinated by the ways people work together and get work done.
Scott is an experienced Design Thinking workshop leader, Agile Marketing coach and certified LEGO Serious play facilitator. He's an ardent supporter of the B2B industry and Fellow of the IDM. he chairs the DMA’s B2B Council and he's a Strategy and Leadership advocate in B2B Marketing's Propolis community.
Scott has been the hanging judge on many an industry jury and knows how to interrogate strategy, creativity and results. Always eager to try out the latest tech, technique or tool, Scott recently appeared in Harvard’s ‘Top 20 Most Innovative Tech B2B Marketers’ list as a ‘disruptor’.
Links Full show notes: Unicorny.co.uk
LinkedIn: Scott Stockwell| Dom Hawes
Websites: IBM| Selbey Anderson
Timestamped summary of this episode00:00:03 - Introduction to the Podcast and Guest
00:01:09 - The Challenge of Doing More with Less
00:03:31 - Scott's Experience with Agile Marketing
00:04:39 - Introduction to Design Thinking
00:06:45 - Importance of Feedback and Self-Organized Teams
00:13:29 - The Importance of Agile Marketing
00:14:38 - Agile Methodology Exercise
00:17:17 - Agile Marketing in the Context of Economic Challenges
00:18:26 - Customer Focus in Agile Marketing
00:19:48 - Learning Agile Marketing
00:27:32 - Introduction to MoSCoW Framework
00:28:11 - Importance of Must Do
00:29:25 - Saying No in Agile
00:31:06 - Stand-ups in Agile
00:32:06 - Importance of Retrospectives
00:33:49 – How Agile Can Help With Our New Way of Working
This podcast uses the following third-party services for analysis:
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
In this episode of the Unicorny podcast, Dom Hawes talk to Steven Millman, Global Head of Research and Data Science at Dynata.
The conversation focuses on the practical applications of AI in marketing and market research, including customer targeting, personalisation, and campaign optimisation.
Steven and Dom discuss recommendation systems, AI as a service vendors, and the future trends of AI in various industries. They touch on the importance of ethics, team dynamics, and the environmental impact of AI.
If you're interested in learning about the benefits and challenges of AI, as well as its potential impact on society, this episode is a must-listen. So, grab your earbuds and get ready to learn!
This episode is sponsored by Selbey Anderson.
About Steven Millman
Executive, Award-Winning Researcher/Data Scientist, Innovator, Inventor & Coffee Snob. Throughout my career I have had a focus on quantitative/statistical analysis, survey design, research design, AI/ML, and other applied research techniques. I am presently serving as Global Head of Research and Data Science at Dynata, the world's sixth largest market research company where I lead a team of over 100 researchers and data scientists. I am a frequent speaker and author, multiple Ogilvy award winner, patent holder, and recipient of the prestigious Chairman's Prize from the Publishing & Data Research Forum. Steven serves as a member of the Board of Trustees for the Advertising Research Foundation, the ARF.
Links
Full show notes: Unicorny.co.uk
LinkedIn: Steven Millman | Dom Hawes
Websites: Dynata |
Timestamped summary of this episode
00:01:23 - Cutting Edge Applications
00:04:13 - What is a Walled Garden?
00:08:12 - Benefits of Walled Gardens
00:10:56 - Leveraging AI Applications
00:13:51 - The Importance of Data Ownership and Walled Gardens
00:14:46 - Practical Applications of AI in Marketing
00:18:39 - AI for Optimizing Customer Revenue Conversions
00:19:45 - DriverTagsTM and Emotional Response
00:23:02 - AI in Predictive Analytics and Marketing Automation
00:27:36 - Privacy and Ethical Considerations
00:28:05 - DevOps Approach
00:28:49 - Celebrating Progress
00:29:23 - Future Trends
00:33:15 - Regulation and Transparency
00:36:15 – Further thinking
This podcast uses the following third-party services for analysis:
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
The B2B NBT: Marketing Transformation In this episode, we talk to Fujitsu’s Andrea Clatworthy as she explains taking on the position of the Head of Transformation.
Marketing Transformation is the next big trend in B2B marketing and, just as they did with Account Based Marketing, it looks like Fujitsu is ahead of the pack again.
Tune in to hear how transformation at enterprise involves both centralisation an decentralisation at the same time. It offers the holy grail and control AND agility.
Andrea outlines some of the risks that come with centralisation and decentralisation, including brand strategy dilution, and the importance of balance, transparent communication, and trust-building within the team.
She also offers her perspective on AI's role in marketing and the need for its careful integration with human expertise.
Andrea’s a very, very well-known speaker in B2B marketing circles. Listen in, you’ll soon realise why.
About Andrea Clatworthy Andrea has over 30 years of international B2B marketing, in Tech, and more recently at Fujitsu where she has successfully introduced, evangelised, coached, mentored and drove 1:1 ABM from a country strategic approach, to region, then globally. Now that ABM is core to the marketing strategy and business as usual, Andrea has pivoted to looking after marketing transformation in the Europe region, the largest region outside of the Japan HQ and domestic market. She is award winning, industry-acknowledged as an innovator, and a regular judge for B2B marketing awards
Links Full show notes: Unicorny.co.uk
LinkedIn: Andrea Clatworthy| Dom Hawes
Websites: Fujitsu| Selbey Anderson
Timestamped summary of this episode
00:00:03 - Introduction
00:01:17 - ABM as Business as Usual
00:02:18 - Transition to a Transformation Role
00:04:31 - Centralisation vs. Decentralisation
00:05:02 - Changes in B2B Marketing
00:13:54 - The Challenges of Decentralisation
00:16:14 - Shadow Marketing
00:18:09 - Transformation and Improved Performance
00:19:41 - Internal Improvement and Psychological Safety
00:22:59 - Enabling Change and Consistency
00:27:05 - The Role of Humans and AI in Marketing
00:27:26 - The Transformation Journey in Marketing
00:28:48 - The Ownership of Customer Success
00:29:58 - The Future of Marketing and Agencies
00:30:36 - Steps for Marketing Transformation
This podcast uses the following third-party services for analysis:
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
A/B seeing ya! Is AI the end of split testing?This episode might just blow your mind. It's all about the future of marketing and how AI is going to revolutionise conversion rate optimisation (CRO).
In the conversation, host Selbey Anderson's Dom Hawes meets Julian Thorne, Chief Operating Officer of Sub(x), an AI-enabled CRO business. Julian shares his journey in subscription marketing and how he became a Chief Commercial Officer in the UK's best-known publishing companies.
Julian then introduces Sub(x), a start-up that uses AI and first-party data to deliver personalised messages on client websites. Dom and Julian discuss the evolution of marketing, the limitations of traditional split testing, and the accessibility of AI in CRO for smaller businesses.
Julian emphasises the importance of AI in optimising conversion rates and delivering the right offers to the right people. He also highlights the integration of AI into existing marketing tools and the need for transparency and explainability in AI decision-making.
About Julian ThorneJulian Thorne is the Chief Operations Officer of Sub(x), a marketing technology provider that uses AI automation to drive revenue, growth and customer acquisition for digital subscription businesses.
Prior to joining Sub(x) Julian was the Chief Customer Officer of Future plc responsible for all direct customer revenues worldwide including subscription revenues. Julian has previously held various senior executive positions including, CCO of Dennis Publishing, CEO of Dovetail Services and Marketing Director at Saga. Julian also founded The Big Wheel Consultancy which specialised in providing marketing consultancy and data insight services to businesses seeking to maximise their membership and/or subscription revenues.
He is a Fellow of the Institute of Direct and Digital Marketing.
LinksFull show notes: Unicorny.co.uk
LinkedIn: Julian Thorne | Dom Hawes
Websites: Sub(x) | Selbey Anderson
Timestamped summary of this episode:00:00:03 - Introduction to Conversion Rate Optimisation (CRO)
00:01:31 - Julian Thorne's Background in Subscriptions
00:02:21 - Introduction to Sub(x)
00:03:18 - Julian's Learning Journey and the Evolution of Marketing
00:05:59 - The Evolution of Split Testing and the Role of AI
00:13:18 - Understanding AI and Data Points
00:14:31 - Importance of Data Sets and Audience Size
00:15:18 - Transitioning from A/B Testing to AI
00:16:41 - Transparency in AI Decision-Making
00:19:21 - Optimising Marketing Budgets with AI
00:27:45 - Exploring Price Elasticity
00:29:39 - Democratising AI for Smaller Businesses
00:31:33 - Strengthening the Marketing-Finance Relationship
00:33:59 - Focusing on Value Creation
00:37:32 - Wrapping up with a Focus on Value Creation
This podcast uses the following third-party services for analysis:
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
Value Innovation in Action: Promotion and PlaceThis is the second half of an extraordinary dive into value innovation, or what INSEAD professors Chan Kim and Renée Maugborgne call Blue Ocean Strategy.
In this part of our incredible interview with JetBlue Airline’s General Manager Europe, Maja Gedosev. Together, we explore the amazing ascent of JetBlue through the Place, Promotion element of the Marketing Mix.
JetBlue has carved out a unique positioning as New York’s domestic airline. Its strategy and marketing was so flawless, it’s been studied by all the best business schools.
Now, JetBlue’s story continues to unfold as the challenger airline tackles the transatlantic trade. It’s a path others have tried but failed to sew up. JetBlue has taken a totally different approach to other challenger airlines. It has succeeded in offering better value and a differentiated offering – hallmarks of value innovation.
LinksFull show notes: Unicorny.co.uk
LinkedIn: Maja Gedosev | Dom Hawes
Websites: JetBlue | Selbey Anderson
Timestamped summary of this episode:00:01:31 - Capitalizing on New York heritage
00:03:45 - Using partners to raise awareness
00:04:49 - Promotional mix and PR
00:08:06 - Social media and sponsorship
00:14:14 - The Power of Honesty
00:15:07 - Thinking Outside the Box
00:16:17 - Multi-Channel Distribution
00:17:14 - Investing in Relationships
00:19:39 - Collaboration and Cooperation
00:28:16 - Reimagining Value
00:28:43 - Starting Strategy with Customers
00:29:09 - Blue Ocean Thinkers
00:29:30 - Analyzing Buyer Utility
00:30:04 - Importance of Buyer Utility
This podcast uses the following third-party services for analysis:
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
Value Innovation in Action: JetBlue Ocean StrategyThis is a show all about value innovation, or what INSEAD professors Chan Kim and Renée Maugborgne call Blue Ocean Strategy.
You’re about to hear an incredible interview with Jet Blue Airline’s General Manager Europe, Maja Gedosev. Together, we explore the amazing ascent of JetBlue through the Product, Price, Place, Promotion lens of the Marketing Mix.
JetBlue has carved out a unique positioning as New York’s domestic airline. Its strategy and marketing was so flawless, it’s been studied by all the best business schools.
Now, JetBlue’s story continues to unfold as the challenger airline tackles the transatlantic trade. It’s a path others have tried but failed to sew up. JetBlue has taken a totally different approach to other challenger airlines. It has succeeded in offering better value and a differentiated offering – hallmarks of value innovation. You might want to get a pen and paper before pressing play. Just sayin’.
About Maja GedosevMaja Gedosev is the General Manager Europe for JetBlue Airways, responsible for sales, marketing, communications, government and regulatory affairs.
Based in the UK, Maja was instrumental in the successful launch of the JetBlue’s first ever transatlantic flights between New York and London Heathrow in August 2021 and New York and Gatwick Airport in September 2021.
In summer 2022, Maja supported further JetBlue growth across the Atlantic with daily flights launching between Boston and both London Gatwick and Heathrow airports. These were followed by additional daily flight between New York and London Gatwick in October 2022, taking JetBlue to a total of 5 daily flights across the Atlantic. Maja has also now launched Paris to New York flights (June 2023) and Amsterdam to New York and Boston flights (August and September 2023 respectively).
Maja joined JetBlue from a U.K. regional carrier Flybe where she was Director of Communications, responsible for government affairs, consumer PR, sponsorships and brand building.
Prior to moving to the U.K, Maja was the General Manager Commercial and Corporate Affairs at Air Seychelles and before that Head of Corporate Affairs for Air Serbia, both airlines part of the Etihad aviation Group. Her aviation career started as a ground handling agent for Lufthansa. Outside the industry she has also worked in a range of pharmaceutical and financial consulting roles.
Maja is very active in diversity efforts and is a member of the Women in Aviation Charter initiative, frequently speaking to young girls about pursuing careers in aviation.
Maja is a proud mom of two daughters, Mia (18) and Sofija (14). She has two Westies called Jet and Blu and is a passionate runner.
LinksFull show notes: Unicorny.co.uk
LinkedIn: Maja Gedosev | Dom Hawes
Websites: JetBlue | Selbey Anderson
Timestamped summary of this episode00:01:14 - Achieving Price Leadership and Differentiation
00:04:34 - JetBlue's Organizational Culture
00:06:25 - JetBlue's Desire to Disrupt
00:14:16 - The Power of Passion and Opportunity
00:16:14 - Staying Connected and Entertained
00:18:11 - Innovation in Economy Class
00:19:52 - Expanding to International Destinations
00:21:19 - Landing Heathrow During COVID
00:23:32 - Value Leadership and Price
00:29:15 - Low Cost vs. Low Fair Value Carrier
00:29:47 - Partnering with Like-minded Businesses
This podcast uses the following third-party services for analysis:
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
AI. Everything, Everywhere, All at OnceThis is a podcast about AI, specifically large language model AI. Before you switch off, I know there is already a lot of content on the Internet about artificial intelligence, particularly large language models. So you might ask yourself ‘why do we need even more?’ Here's why.
Marketers appear to be taking polar approaches when it comes to generative AI. On one side, you've got those who are saying AI is the future and will make all marketers redundant. On the other you've got those saying AI has no place in marketing because it’s an art, not science.
It may be boring, but as is so often the case, the truth is neither black nor white. The truth is in the grey zones. And that’s what we explore in this episode.
About Steve MillmanExecutive, Award-Winning Researcher/Data Scientist, Innovator, Inventor & Coffee Snob. Throughout my career I have had a focus on quantitative/statistical analysis, survey design, research design, AI/ML, and other applied research techniques.
I am presently serving as Global Head of Research and Data Science at Dynata, the world's sixth largest market research company where I lead a team of over 100 researchers and data scientists.
I am a frequent speaker and author, multiple Ogilvy award winner, patent holder, and recipient of the prestigious Chairman's Prize from the Publishing & Data Research Forum.
Steven serves as a member of the Board of Trustees for the Advertising Research Foundation, the ARF.
LinksFull show notes: Unicorny.co.uk (related podcasts etc)
LinkedIn: Steven Millman | Dom Hawes
Websites: Dynata | Selbey Anderson | Advertising Research Foundation
Timestamped summary of this episode00:01:50 - Definition of Generative AI and Large Language Models
00:03:52 - Democratisation of AI
00:06:04 - Impact of AI on Marketing and Market Research
00:09:59 - Guardrails and Breaking Them
00:14:05 - Impact of Personalised Ad
00:15:01 - AI-generated Ads
00:18:02 - Bias in AI Systems
00:19:25 - Risks of Generative AI
00:23:35 - Limitations of Synthetic Panels
00:27:31 - Overcoming Writer's Block with AI
00:29:18 - Benefits of AI for Survey Research
00:31:09 - Ethical Considerations of AI
00:34:42 - Best Practices for AI Implementation
00:38:58 - Collaboration and Coordination in AI Use
00:40:54 - Importance of Paying Attention to Laws
This podcast uses the following third-party services for analysis:
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
Value Creation the Private Equity WayThis week, we're talking to Peter Russell-Smith about the evolving role of marketers, particularly in sustaining growth. We talk about the relationship between the CFO and the CMO, we get stuck into a bit of theory with the ANSOFF matrix when we discuss market share, but first, we continue talking about marketing's role in due diligence.
This is part two of Value Creation the Private Equity Way with straight-talking, no-nonsense Peter Russell-Smith, veteran sales and marketing leader, B2B SaaS PE-backed CEO and now management consultant.
About Peter Russell-SmithPeter has decades experience in the global technology sector. He started out implementing process control systems engineer, progressed through various senior sales roles to eventually running P&L's for Private Equity investors in Asia, US and UK ranging in size from £25M-£400m. With a strong belief that sales fixes a multitude of problems Peter leads Big Business Agency focusing on Sales growth and expansion for its clients. A passionate catch and release fly fisherman Peter also enjoys trying to cook and swimming.
LinksFull show notes: Unicorny.co.uk
LinkedIn: Peter Russell-Smith | Dom Hawes
Websites: Big Business Agency | Selbey Anderson
Related episodes:
- Marketing Trek: Marketing’s Role in Recession with Peter Russell-Smith
Other items referenced in this episode:
- Ansoff matrix
Timestamped summary of this episode:02:42 How to use a due-diligence approach to learn about competitor weakness
05:54 Marketing is growing in complexity
07:07 Main value driver refresher
08:52 CMOs and CFOs should work together
12:52 Where's the focus? New customers or retention?
14:18 Minimum Viable Products and customer feedback
16:38 Keeping focus is the key
21:05 Leads must be measured by conversion not quantity
This podcast uses the following third-party services for analysis:
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
Value Creation the Private Equity WayTimes are tough and marketers need to lead the way in creating value for their businesses because marketing is the value creation engine of any business.
While others argue about the various merits of brand versus performance marketing (as though there are no other options), Unicorny’s editorial team looks at what lessons marketers can learn from the best value creators in the business world, the private equity houses.
To do that, we interviewed straight-talking, no-nonsense Peter Russell-Smith, veteran sales and marketing leader, B2B SaaS PE-backed CEO and now management consultant.
About Peter Russell-SmithPeter has decades experience in the global technology sector. He started out implementing process control systems engineer, progressed through various senior sales roles to eventually running P&L's for Private Equity investors in Asia, US and UK ranging in size from £25M-£400m. With a strong belief that sales fixes a multitude of problems Peter leads Big Business Agency focusing on Sales growth and expansion for its clients. A passionate catch and release fly fisherman Peter also enjoys trying to cook and swimming.
LinksFull show notes: Unicorny.co.uk
LinkedIn: Peter Russell-Smith | Dom Hawes
Websites: Big Business Agency | Selbey Anderson
Related episodes:
- Marketing Trek: Marketing’s Role in Recession with Peter Russell-Smith
Other items referenced in this episode:
- Ansoff matrix
Timestamped summary of this episode:00:00:51 - Private Equity and Business Lifecycle
00:03:26 - Private Equity Playbooks
00:05:28 - Marketing's Role in Value Creation
00:09:40 - Applying Private Equity Principles
00:13:26 - The Importance of Systems and Processes
00:14:37 - The Need for a Sales and Marketing Playbook
00:16:10 - Support Activities for Growth at Scale
00:17:48 - Marketing's Role in Acquisitions
00:18:58 - Due Diligence and Customer Relationships
This podcast uses the following third-party services for analysis:
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
Join Simon Hildrey, Liontrust’s dynamic CMO and Jeff Watt as we tackle the branding conundrum in the demanding world of asset management. An ex-journalist, Simon speaks with amazing clarity and passion about how strategic and a distinctive brand identity has helped Liontrust win hearts and minds.
To some, marketing in highly regulated industries in a compelling and value adding way seems like mission impossible. The regulation, legislation and intermediation inherent in the financial services industry makes the task tough? Or does it?
- Could approaching financial products as consumer goods rather than B2B services, revolutionise the marketing approach?
- By including the marketing department in all major decisions, can it be an integral part of a company’s success?
- And how about redefining the role of marketeers altogether and view them as part of the sales team rather than an adjunct of the executive structure?
Join us to find out.
About Simon HildreyWhen it comes to asset management marketing, few names pop up as prominently as Simon Hildrey. His leadership at Lion Trust for the past 14 years has shaped a unique marketing strategy that successfully communicates a consistent brand narrative. From managing communication channels in a highly-regulated environment, to driving initiatives promoting both investments and individuals, he's done it all. With a background in journalism, Simon understands the intricacies of messaging and how essential its tone is to a brand's image.
ResourcesLinkedIn
Simon Hildrey | Jeff Watt | Dom Hawes
Websites
Unicorny | Liontrust | Greentarget | Selbey Anderson | Marketing Difference
This podcast uses the following third-party services for analysis:
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
Episode Description
This week, Dom is joined by Russ Powell, MD at Sharper B2B Marketing and Don Campbell, Head of Alliance and Partner Marketing a Endava to talk about using partnership and alliances to scale.
The core of today's conversation is about how Endava is using partnerships and alliances to scale and win the future.
If you operate in complex markets and you're struggling to gain traction or establish meaningful market share, this episode just might be the answer to you winning the future.
In just over 30 minutes, this episode explores what makes a good partnership, looks at MDF funds and explains how to balance multiple partner relationships.
About The Guest
Don Campbell is a senior marketing leader, who has spent the last 20 years creating,
fostering, and driving forward companies’ marcomm plans. Starting out as an insurance broker, he swiftly moved into a marketing role at Aon.
Don’s career has taken him across several industries (Insurance, Education, Tech), it has almost always been in a tech marketing capacity.
As the Head of Alliance and Partner marketing for Endava, Don’s mission is to amplify the brand, build awareness and delivery pipeline results. All too aware of how marketing can be perceived,
Don’s mission has always been to bring marketing to the decision-making table, designing programmes that leveraging digital marketing, ABM and automation to drive pipeline.
About The Hosts
Dominic Hawes is CEO of Selbey Anderson, the marketing group that helps businesses operating in complex markets win the future.
He's been in the marketing business for over 25 years and has worked in agency, in-house and in early stage VC. He is a strategy specialist and an experienced M&A practitioner in small cap transactions.
Dom started his professional career after six years as a commissioned officer in the British Army and 18 months as an analysts assistant at a well known management consultancy.
Russ Powell is Founder/MD of Sharper B2B Marketing and a B2B tech marketing heavy-weight with 15+ years’ experience (most of which is on the client side) of delivering the Fresh Ideas & Firepower B2B brands need.
He’s also a kids football coach, very mediocre golfer, and a former stand-up comic. Which probably explains a lot.
About Selbey Anderson
Selbey Anderson is one of the UK’s fastest growing marketing groups. Its agencies operate globally to help businesses in complex markets win the future. With deep sector expertise in financial services, tech, pharma, biotech and industry, Selbey Anderson's clients are united by the complexity of marketing in regulated, heavily legislated or intermediated markets.
Resources:
Don Campbell’s LinkedIn:
https://www.linkedin.com/in/donalcampbell/?originalSubdomain=uk
Endava website:
http://www.endava.com
Dom Hawes Linkedin:
https://www.linkedin.com/in/dominichawes/
Selbey Anderson Website:
https://selbeyanderson.com/
Russ Powell’s Linkedin:
https://www.linkedin.com/in/russ-a-r-powell/
Sharper B2B Website:
http://www.sharperb2b.com
This podcast uses the following third-party services for analysis:
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
In this episode, host Dom Hawes meets Joel Harrison, and Georgina Gilmore and they discuss the role of marketing in mergers and acquisitions. They highlight the importance of involving marketing early in the process, as marketing can add value from the very beginning, especially in understanding human behaviour and instincts.
They also emphasize the importance of communication and alignment with employees and customers during mergers and acquisitions, as poor communication can lead to a loss of talent and customer base.
The team explores current market conditions and the need for marketing to focus on existing customers for retention, renewal, and upsell. They suggest keeping brands visible during uncertain times and taking risks to be innovative and creative.
About The GuestsGeorgina Gilmore is an award winning, accomplished B2B marketer, with over 30 years’ experience working for some of the world’s leading brands, such as Apple, Kodak, Cisco, Vodafone, Kaspersky and Centrica Business Solutions. From creating and launching brands and technologies that are now considered part of our everyday life, such as home computers, laptops, digital cameras, Wi-fi, security, mobile data and email, through to building and leading high performing teams across the world, Georgina’s career is second to none. Now, Georgina runs her own marketing consultancy, ‘The B2B Marketing Expert’, working with B2B technology organisations to grow their businesses as well as providing coaching and career development for future B2B marketers. She’s also an avid supporter of B2B Marketing and works with them as the strategy specialist for Propolis.
Joel Harrison is Editor-in-Chief and co-founder of B2B Marketing, and Community Leader for Propolis, the exclusive community intelligence platform for B2B marketers. Propolis's mission is to enable practitioners to learn, collaborate and succeed, and help them ensure marketing evolves as the key growth driver for their organisations. Joel is also a regular speaker, panel host and serial podcast guest. He has spoken at inhouse marketing team meetings for the likes of O2, EY, Fujitsu, PWC, Experian, HPE, Thomson Reuters, Barnett Waddingham, Accenture, Oliver Wyman, Syngenta Autodesk and Domino Printing. Joel launched B2B Marketing as a magazine back in 2004, and continues to play a key role in B2B Marketing's market-leading events programme, which includes Ignite UK and US, The B2B Marketing Awards, The Global ABM Conference and Martechopia.
About The HostDominic Hawes is CEO of Selbey Anderson. He's been in the marketing business for over 25 years having started his professional career after six years in the British Army. He spent his early career in agency before moving in-house and into general management.
Selbey Anderson is one of the UK’s fastest growing marketing groups. Its agencies operate globally to help businesses in complex markets win the future. With deep sector expertise in financial services, tech, pharma, biotech and industry, Selbey Anderson's clients are united by the complexity of marketing in regulated, heavily legislated or intermediated markets
Resources:https://selbeyanderson.com/
Georgina’s LinkedIn:
https://www.linkedin.com/in/georginagilmoretheb2bmarketingexpert/?originalSubdomain=uk
Georgina's website and Blog:
https://theb2bmarketingexpert.com/blog/f/stop-talking-marketing-start-talking-business
Joel's Linkedin:
https://www.linkedin.com/in/joelharrison/?originalSubdomain=uk
Propolis website:
https://www.b2bmarketing.net/en-gb/propolis-homepage
This podcast uses the following third-party services for analysis:
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
Episode Description
This week on Unicorny, Dom is joined by co-host Ian Henderson to interview Mark Evans,
ex-Managing Director of Marketing & Digital at Direct Line. Mark also co-hosts a top marketing podcast with Ritchie Mehta (links below).
In the conversation, the team deep dive into the background behind the iconic Winston Wolf advertising campaign that revitalised Direct Line. Dom, Ian and Mark discuss transactional trust vs. relational trust when it comes to customer acquisition. Mark explains his ‘choose your future philosophy’, the joy of pitching, and also gives his take on why they wanted to move on from the Winston Wolf campaigns while they were still popular.
CONTROVERSIAL! While other industry pundits are telling us that ads don’t wear out and need more time to wear in, here’s a marketing leader who broke the rules and reaped reward.
About The Host
Dominic Hawes is CEO of Selbey Anderson, the marketing group that helps businesses operating in complex markets win the future.
He's been in the marketing business for over 25 years and has worked in agency, in-house and in early stage VC. He is a strategy specialist and an experienced M&A practitioner in small cap transactions.
Dom started his professional career after six years as a commissioned officer in the British Army and 18 months as an analysts assistant at a well known management consultancy.
About the Co-Host
Ian Henderson is an experienced creative director, marketing consultant and agency leader specialising in connecting complex organisations with their audiences.
A strong understanding of the business, finance and corporate space together with a broad background in advertising, brand consulting and design give Ian a channel-neutral start point for simple, effective ideas that work across bought, earned and owned media.
He has a proven track record as agency CEO as well as creative director, having transformed business performance and created a new agency from scratch in challenging market conditions. He now leads AML, a London-based agency winning business and creative awards for global finance, tech, charity and government.
Ian is also an articulate broadcaster and published writer, delivering clear opinions and insights on business, marketing and travel for TV, radio and professional media.
About the Guest
Mark is an executive level marketer and experienced non-executive director across listed, public and charity sectors.
In his last exec role at Direct Line Group (DLG) Mark was Managing Director for Marketing & Digital. Mark was a long-standing member of ExCo, driving the strategic direction of the business, including IPO, rebrand, agile transformation and digitisation, and navigation through the COVID-19 crisis. Mark also sat on the Board of DLG Legal Services. Prior to DLG Mark worked at HSBC, 118118 and Mars in a broad range of Marketing and commercial roles.
Outside of DLG Mark is NED for the Marketing Society, Independent Advisor to HMRC, Chair of the School of Marketing, INED for Emma3D – a tech scale-up, and co-host of the "The Places We'll Go" podcast. He also founded a charity event - the Sprintathon - in 2016 which seeks to #beatcancerfaster and has raised £850k to date for Stand Up To Cancer.
Mark is a Fellow of the Marketing Society and of the Marketing Academy, and was recognised as the Marketing Society Leader of the Year in 2018.
About Selbey Anderson
Selbey Anderson is one of the UK’s fastest growing marketing groups. Its agencies operate globally to help businesses in complex markets win the future. With deep sector expertise in financial services, tech, pharma, biotech and industry, Selbey Anderson's clients are united by the complexity of marketing in regulated, heavily legislated or intermediated markets.
Resources:
The advertisements
Direct Line YouTube channel: https://youtube.com/@DirectLine
Companies
https://selbeyanderson.com/
https://aml-group.com/
Dom Hawes: https://www.linkedin.com/in/dominichawes
Mark Evans: https://www.linkedin.com/in/mark-evans-39b7b41
Ian Henderson: https://www.linkedin.com/in/iannhenderson
The Places We’ll Go Marketing Show
Mark Evans and Ritchie Mehta’s Podcast: :https://podcasts.apple.com/gb/podcast/the-places-well-go-marketing-show/id1536877345
This podcast uses the following third-party services for analysis:
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
Episode Description
This week on Unicorny, Dom is joined by co-host Shane Redding, owner of B2B Digital Marketing Consultancy Think Direct, to interview Nick Eades about how the role of Chief Revenue Officer (CRO) is beginning to challenge the work & value of the Chief Marketing Officer (CMO).
In their chat, Nick tracks how the CRO has invaded the CMO’s space. The team discuss why companies need to refocus on existing customers, the three V’s of a sales pipeline (volume, velocity and value) and why you shouldn’t be afraid of raising price.
Later on in the show, you also hear Shane and Nick explain why marketing needs to make friends with sales and why companies in growth mode die of indigestion; not starvation.
About The Host
Dominic Hawes is CEO of Selbey Anderson, the marketing group that helps businesses operating in complex markets win the future.
He's been in the marketing business for over 25 years and has worked in agency, in-house and in early stage VC. He is a strategy specialist and an experienced M&A practitioner in small cap transactions.
Dom started his professional career after six years as a commissioned officer in the British Army and 18 months as an analysts assistant at a well known management consultancy.
About the Co-Host
Shane Redding is an independent consultant, speaker and trainer with over 35 year’s international business to business direct & digital marketing experience. Shane currently uses her skills and knowledge to help global businesses transform their marketing by re-evaluating their people, processes and technology to better meet the challenges of our changing world.
Whether it is building new skills, redefining lead processes, or understanding your new buyer journeys, or helping choose, use and implement martech; Shane always looks to make a difference by delivering positive commercial impact.
About the Guest
Nick Eades is a Board-level leader, who has spent the last 25+ years working for companies who need to drive profitable growth and create sustainable value through world-class, systematic, Go-To-Market processes. Previously, Nick has worked for global companies, such as IBM and Dell, before switching his focus to the world of private equity, and venture-backed, businesses, primarily in the FinTech and HealthTech sectors.
These days he spends his time across a portfolio of B2B businesses, working with their investors, Boards and Executive teams, to help them achieve their potential.
Nick is also ambassador for Propolis: a ground-breaking, members-only online intelligence platform and community, for world-class professional development.
About Selbey Anderson
Selbey Anderson is one of the UK’s fastest growing marketing groups. Its agencies operate globally to help businesses in complex markets win the future. With deep sector expertise in financial services, tech, pharma, biotech and industry, Selbey Anderson's clients are united by the complexity of marketing in regulated, heavily legislated or intermediated markets.
Resources
https://selbeyanderson.com/
http://www.thinkdirect.biz/
https://www.linkedin.com/in/nickeades/
Propolis (https://www.b2bmarketing.net/en-gb/about-propolis-membership)
TLAs (Three Letter Abbreviations)
CRO: Chief Revenue Officer
CMO: Chief Marketing Officer
MQL and SQL: Marketing Qualified Leads and Sales Qualified Leads
CRM: Customer Relationship Management
CPD: Customer Data Platform
GTM: Go To Market
Other References
Four Ps: Product, Price, Place, Promotion
Three Vs: Volume, Velocity, Value
Three Cs: Costs, Competitors, Customers
This podcast uses the following third-party services for analysis:
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
Episode description:
This week on Unicorny, Dom is joined by co-host Adam Greener from Digital Radish, to interview John Watton, VP of marketing for VMware. Today’s big topic is how to scale a B2B tech business.
In the conversation, John explains what you need to think about when building an integrated revenue generation engine and they discuss first and third party data as the feeder for your engine.
The team also talks about the importance of place in marketing and what is happening in the talent market right now.
About Selbey Anderson:
Selbey Anderson is one of the UK’s fastest growing marketing groups. Its agencies operate globally to help businesses in complex markets win the future. With deep sector expertise in financial services, tech, pharma, biotech and industry, Selbey Anderson's clients are united by the complexity of marketing in regulated, heavily legislated or intermediated markets.
About the host:
Dominic Hawes is CEO of Selbey Anderson. He's been in the marketing business for over 25 years having started his professional career after six years in the British Army. He spent his early career in agency before moving in-house and into general management.
About the guests:
John Watton is VP of marketing for VMware, an American cloud computing and virtualisation technology company. Previously John was senior director for Global Marketing at Adobe. He was director of global marketing for Expedia, he’s also worked for The Octopus Group and Microsoft.
John has been recognised for his marketing leadership with numerous awards including Gartner and 1to1’s ‘Marketing Optimisation’ Award, CRM Magazine’s ‘CRM Elite Award’ and Stevie's Customer Service and Sales ‘Best Demand Generation Campaign’ Award. John is also a regular speaker and blogger, and has been recognised in LinkedIn's Top 10 Most Engaged UK Marketers, was voted one of the UK's Top Online Marketing Influencers by TopRank and was B2B Marketing Magazine's Marketer of the Year.
Resources:
https://selbeyanderson.com/
https://www.vmware.com/uk.html
https://digitalradish.co.uk/
This podcast uses the following third-party services for analysis:
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
Episode description:
This week on Unicorny, Dom is joined by co-host Samantha Losey, Managing Director of Unity, to interview Jordan Gillott, YuLife’s Head of Demand Generation, and Lauren Berkemeyer, YuLife’s Chief Marketing Officer. This episode details how to build a data driven growth machine.
In the show, Jordan and Lauren go through how they designed their growth machine, how they use the model, the tech that supports it and the data it delivers to ensure relevance in their communication.
The team also discusses the double-edged sword of tracking and today’s guests explain why being agile is important if you want to thrive in the coming 12 months.
About Selbey Anderson:
Selbey Anderson is one of the UK’s fastest growing marketing groups. Its agencies operate globally to help businesses in complex markets win the future. With deep sector expertise in financial services, tech, pharma, biotech and industry, Selbey Anderson's clients are united by the complexity of marketing in regulated, heavily legislated or intermediated markets.
About the host:
Dominic Hawes is CEO of Selbey Anderson. He's been in the marketing business for over 25 years having started his professional career after six years in the British Army. He spent his early career in agency before moving in-house and into general management.
About the guests:
Jordan Gillott is Head of Demand Generation for YuLife. Previously Jordan worked as Senior Manager of Global Marketing for LifeWorks Wellbeing Solutions and also worked as a Marketing Manager for Capita
Lauren Berkemeyer is Chief Marketing Officer for YuLife. Previously Lauren was Vice President of Marketing for LifeWorks and was Commercial Marketing Director for Future PLC.
Resources:
YuLife's Growth Machine graphic
https://selbeyanderson.com/
https://www.hellounity.com/
https://yulife.com/
This podcast uses the following third-party services for analysis:
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
Episode description:
This week on Unicorny, Dom is joined by co-host Sophy Norris, Group Client Development Director at Selbey Anderson to interview Nicky Davies. Nicky is Director of Marketing Programs and Operations for Protolabs - manufacturer source of rapid prototypes and on-demand production parts.
In the show, Dom asks Nicky how thought leadership is evolving and why it’s important. The team dives into the nuts and bolts of one of Protolabs’ Aerospace campaigns: how it was conceived, how they executed the campaign, when they expected a return on their investment, and what they actually got. Dom, Sophy and Nicky also discuss the value of repurposing content and how to optimise it.
About Selbey Anderson:
Selbey Anderson is one of the UK’s fastest growing marketing groups. Its agencies operate globally to help businesses in complex markets win the future. With deep sector expertise in financial services, tech, pharma, biotech and industry, Selbey Anderson's clients are united by the complexity of marketing in regulated, heavily legislated or intermediated markets.
About the host:
Dominic Hawes is CEO of Selbey Anderson. He's been in the marketing business for over 25 years having started his professional career after six years in the British Army. He spent his early career in agency before moving in-house and into general management.
About the guest:
Nicky Davies is Director of Marketing Programs and Operations for Protolabs - the world’s fastest digital manufacturing source for rapid prototypes and on-demand production parts. Nicky Davies has nearly two decades experience within marketing. Previously Nicky worked as a Marketing Executive for Alcoa Fastening Systems and, for 8 years, worked as a Marketing Manager for Sysbal before joining Protolabs in 2015.
Resources:
https://selbeyanderson.com/
https://hellounity.com
https://www.protolabs.com/
This podcast uses the following third-party services for analysis:
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
Episode description:
On today’s episode of Unicorny, Dom is joined by co-host Chris Willocks, Strategy Director for Digital Radish, to interview Neill Berry - former Global Head of Deal and Account Based Marketing for ATOS, about the difficulties of scaling account based marketing.
In their conversation, the team ask Neill what enterprise’s biggest challenges are when scaling ABM and why failure is an important part of being a marketer. Neill explains why ATOS is changing its strategy to be more specialist - and how that’s helped their marketing team. Neill also outlines why one-to-few ABM is the perfect testbed for personalisation and the team debate whether ABM will exist in the future as a role.
About Selbey Anderson:
Selbey Anderson is one of the UK’s fastest growing marketing groups. Its agencies operate globally to help businesses in complex markets win the future. With deep sector expertise in financial services, tech, pharma, biotech and industry, Selbey Anderson's clients are united by the complexity of marketing in regulated, heavily legislated or intermediated markets.
About the host:
Dominic Hawes is CEO of Selbey Anderson. He's been in the marketing business for over 25 years having started his professional career after six years in the British Army. He spent his early career in agency before moving in-house and into general management.
About the guest:
Neil Berry is a B2B Marketer with over 11 years of experience in Account-Based Marketing at some of the world’s leading tech companies. Beginning his career as a Database Analyst, he transitioned into marketing and has worked on both the client and agency sides of the industry. At the time of recording, Neill was Global Head of Deal and Account Based Marketing for ATOS - a global leader in digital transformation with 112,000 employees and annual revenue of c. € 11 billion. They are the European number one in cybersecurity, cloud and high performance computing and they are known universally for the effectiveness of their ABM activity. Currently, Neill is Consulting Director for Momentum ITSMA
Resources:
https://selbeyanderson.com/
https://digitalradish.co.uk/
https://www.linkedin.com/pulse/abm-challenges-4-thats-flyingits-failing-style-neil-berry/
https://www.spencerstuart.com/research-and-insight/cmo-tenure-study-women-outnumber-men-for-first-time-in-cmo-role
Episode description:
In today’s episode, Dom is joined by co-host Russ Powell, Managing Director of Sharper B2B Marketing, to interview an amazingly talented B2B marketer who excels at marketing technology and MOPs (among other things). When we recorded this podcast, Ruth was VP Marketing at business intelligence platform, Kalibrate. As we launch Ruth’s episode, we’re not privy to her next step, but we can say that whoever she works with is super lucky.
In our conversation, Ruth explains what MOPs is and the importance of time when establishing a strong system. Ruth shares the order in which Kalibrate’s system was built. The team also discuss the importance of a value exchange with gated content, and how the recession might actually be good for creativity.
About Selbey Anderson:
Selbey Anderson is one of the UK’s fastest growing marketing groups. Its agencies operate globally to help businesses in complex markets win the future. With deep sector expertise in financial services, tech, pharma, biotech and industry, Selbey Anderson's clients are united by the complexity of marketing in regulated, heavily legislated or intermediated markets.
About the host:
Dominic Hawes is CEO of Selbey Anderson. He's been in the marketing business for over 25 years having started his professional career after six years in the British Army. He spent his early career in agency before moving in-house and into general management.
About the guest:
Ruth Connor is an independent marketing trainer and practising Marketing Director with more than 20 years’ experience in both B2B and B2C marketing. Ruth has held key roles in numerous organisations including: BUPA, Legal & General, Westfield Health and Consumer Intelligence during her career and has significant experience of B2B brand development, digital and content marketing, and integrated campaign planning and delivery. She has also developed and taken to market-leading products and led award-winning Internal Comms and PR campaigns.
Resources:
https://selbeyanderson.com/
https://sharperb2b.com/
Episode description:
On today episode of Unicorny, Dom is joined by co-host Adam Greener, Associate Director of Digital Radish, to interview - a global marketing leader from travel tech titan Amadeus - about strategy & value propositions. In the episode, Dom asks Barbara why your company needs a value proposition and what a great one looks like. Barbara also details what insight metrics they use when building their own value props. The team also seeks to end the age old debate between brand and performance marketing.
About Selbey Anderson:
Selbey Anderson is one of the UK’s fastest growing marketing groups. Its agencies operate globally to help businesses in complex markets win the future. With deep sector expertise in financial services, tech, pharma, biotech and industry, Selbey Anderson's clients are united by the complexity of marketing in regulated, heavily legislated or intermediated markets.
About the host:
Dominic Hawes is CEO of Selbey Anderson. He's been in the marketing business for over 25 years having started his professional career after six years in the British Army. He spent his early career in agency before moving in-house and into general management.
About the guest:
Barbara Moreno specialises in translating complex technology into strong value propositions and profitable marketing campaigns: from vision all the way to tangible marketing deliverables that produce strong results. Barbara is a strategic thinker with more than 20 years in marketing. Having lived in Toronto, Madrid and Doha, she now lives in London, where she leads the product marketing team of a strategic business line which is transforming how travel is being sold enhancing the retailing experience.
Resources:https://selbeyanderson.com/
https://amadeus.com/en
https://digitalradish.co.uk/
Episode description:
This week on the podcast, Dom is joined by co-host Sarah Nunneley, and guest Duarte Garrido - Standard Chartered Bank’s global head of social media - to explore how social media drives relationships.
In their conversation, they discuss how modern marketing departments should be structured, Duarte explains why he thinks social media is changing the very nature of capitalism, the team analyse why Gen-Zer’s are buying values over products.
About Selbey Anderson:
Selbey Anderson is one of the UK’s fastest growing integrated marketing groups. With eight agencies – all highly specialised with deep sector and practice expertise – Selbey Anderson is committed to driving revenues and influence across the whole customer lifecycle.
Selbey Anderson comprises six practices: Innovation, Enablement, Acquisition, Performance, Success and Communication. Each practice offers focused value-adding services for each stage of the product, service, customer and market lifecycle.
With specific interest in behavioural, social and data science, Selbey Anderson agencies bring a highly intelligent and iterative approach to problem solving.
About the host:
Dominic Hawes is CEO of Selbey Anderson - a super fast growing marketing group. Dom has been in the marketing business for over 25 years. He started his professional career after serving six years in the British Army and spent his early career in agency before moving in-house and into general management. Previously Dom worked as Managing Director Bitemart MC Limited - a B2B ecommerce operation. Dom was also CEO & President of Microcap before joining Selbey Anderson which was established in 2018.
About the guest:
Duarte Garrido is the current Global Head of Social Media and Cross-Channel Activation for Standard Chartered Bank. Duarte previously worked as a journalist for Reuters and Sky News. He then became Deputy Head of Global Social Media for Philip Morris when the company decided to stop selling cigarettes and become science and technology, smoke-free business. In two he grew Philip Morris social media channels exponentially and would work for Coca Cola HBC as Group Head of Social Media and Handprint as a Corporate Advisor before before joining Standard Chartered Bank.
Resources:
https://selbeyanderson.com/
2022 was a weird year for many businesses. As Christmas approaches things have got tougher, so in the special episode, I meet with marketing supremos Shane Redding and Nick Eades to discuss where the business of marketing is today.
This short podcast contains five thought, provoking ideas for marketers to think about over the Christmas break.
How can companies ensure they deliver an excellent experience that leaves customers delighted?
Join Selbey Anderson’s Dom Hawes and BURN marketing’s David Rolfe as they meet Adam Morghem, Strategy, Marketing and Communications Director at Premium Credit, a Unicorny par-excellence.
Today’s conversation covers a range of topics and goes into great detail about how to find your purpose as a company and how best to institute CRM. Tune in to learn:
- All about the importance of a frictionless customer processes
- How to do customer journey mapping and why every company should do it
- The methods Premium Credit used to uncover its purpose through an inclusive process
- How the business has maintained alignment with its purpose; and
- Why sustainability and ESG should be integral to any company’s purpose going forward.
In this episode, Peter Richards talks with openness about the challenges of a thought-leadership strategy, how to change direction "mid flight", how B2B businesses can use paid search and so much more.
We touch on audience mapping, design engineering, procurement, and innovation, as well as the role of ABM, community management, organisation, and the webinars that facilitate it.
Tuning in, you'll discover what purposeful communication looks like at Protolabs, within and beyond the company, and why feeding back to the team is a hugely essential part of every process.
Fujitsu's legendary ABM lead, Andrea Clatworthy, joins us to her passion for ABM as a fundamental marketing strategy.
Andrea extends the principles of ABM by incorporating personalised strategies and building personal relationships with clients. She drives the cohesion of the sales and marketing teams at Fujitsu, ensuring high performance and effectiveness.
In this episode, we find out what ABM is, what makes a successful ABM strategy, the budget needed, and the advantages of a personalised approach.
This episode is jam-packed with truly insightful tips and observations. Wanna know how to smash scaling-up? Just press play.
In Episode 2, Dom Hawes and Unity's Samantha Losey are joined by Soldo’s Head of PR and Social Media, Devonne Spence. And what a guest she is!
Devonne drops eye-opening and thought-provoking takeaways like: why you should lean on your funders for PR; the importance of employer branding; and why being a “yes” person simply won’t do!
We discover the importance of measuring your success and how to do so in a way that’s understood by the C-suite, the value of acting locally and honing in on what works, as well as the importance of being comfortable with the uncomfortable.
Tune in to find out why it’s crucial not to allow the momentum gap to grow beyond your scope, the greatest challenge for scale-ups in terms of marketing, the importance of nurturing culture in a scale-up, and so much more!
Valentina tells the amazing growth story behind OakNorth and how, as communications lead, she's built an authentic and differentiating brand identity that communicates the rapidly expanding digital lender’s core values.
Valentina Kristensen has worked directly with OakNorth’s co-founders, Rishi Khosla and Joel Perlman since June 2015 when the business launched. It's now a global multi-billion-dollar FinTech business so her insights come "straight from the unicorn's mouth".
Valentina is OakNorth’s Director of Growth and Communications. She's a self-professed FinTech nerd and a founding editorial board member of Influence Magazine, the CIPR’s quarterly member magazine.
Unicorny is a BRAND NEW podcast that takes a deep dive into what's working right now with the marketing and communications leaders of billion dollar companies. The podcast's purpose is to create a body of learning marketers like you or me can learn from.