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.

Dominic 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.

Full show notes: Unicorny.co.uk 

LinkedIn: Dominic Rodgers | Dom Hawes 

Website: Frog Capital

Sponsor: Selbey Anderson 

Other items referenced in this episode:

70. How entrepreneurs create value

71. 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

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.

Sandra 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.

Full 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

The 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...

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.

James 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.

Full show notes: Unicorny.co.uk 

LinkedIn: James Gatoff | Dom Hawes 

Website: Lombard International Group

Sponsor: Selbey Anderson 

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.

Blair 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.

Full show notes: Unicorny.co.uk 

LinkedIn: Blair Enns | Dom Hawes 

Website: Win Without Pitching

Sponsor: Selbey Anderson 

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.

Blair 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.

Full show notes: Unicorny.co.uk 

LinkedIn: Blair Enns| Dom Hawes 

Website: Win Without Pitching

Sponsor: Selbey Anderson 

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.

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. 

Full show notes: Unicorny.co.uk  

LinkedIn: Andrew Davies | Dom Hawes  

Website: Paddle 

Sponsor: Selbey Anderson  

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. 

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. 

Full show notes: Unicorny.co.uk  

LinkedIn: Andrew Davies | Dom Hawes  

Website: Paddle 

Sponsor: Selbey Anderson  

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.

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. 

Full show notes: Unicorny.co.uk  

LinkedIn: Dale W. Harrison | Dom Hawes  

Website: Inforda Life Science Services 

Sponsor: Selbey Anderson  

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.

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. 

Full show notes: Unicorny.co.uk  

LinkedIn: Dale W. Harrison | Dom Hawes  

Website: Inforda Life Science Services 

Sponsor: Selbey Anderson  

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.

Richard’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.

B2B Ignite tickets

Full show notes: Unicorny.co.uk 

Web links: B2B Ignite | Propolis

Sponsor: Selbey Anderson

• 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

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. 

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. 

Full show notes: Unicorny.co.uk  

LinkedIn: Maya Price | Dom Hawes  

Website: SAP 

Sponsor: Selbey Anderson  

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. 

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. 

Full show notes: Unicorny.co.uk  

LinkedIn: Maya Price | Dom Hawes  

Website: SAP 

Sponsor: Selbey Anderson  

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.

Sandra 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.

Full show notes: Unicorny.co.uk 

LinkedIn: Sandra Vollrath | Dom Hawes 

Website: img

Sponsor: Selbey Anderson 

Other items referenced in this episode:

76. Everything gone PEAR shaped? Here's why that’s a good thing

77. The secret sauce to marketers' mojo?

Bentley systems

Unwind yoga studio

7. Perfecting Value Propositions with Barbara Moreno

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. 

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. 

Full show notes: Unicorny.co.uk  

LinkedIn: April Dunford | Dom Hawes  

Website: April Dunford© 

Sponsor: Selbey Anderson  

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. 

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. 

Full show notes: Unicorny.co.uk  

LinkedIn: April Dunford | Dom Hawes  

Website: April Dunford

Sponsor: Selbey Anderson  

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.

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. 

Full show notes: Unicorny.co.uk  

LinkedIn: Duncan Daines | Rachel Fairley  

Website: Gama Aviation 

Sponsor: Selbey Anderson  

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. 

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. 

Full show notes: Unicorny.co.uk  

LinkedIn: Duncan Daines | Rachel Fairley  

Website: Gama Aviation 

Sponsor: Selbey Anderson  

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.

Sarah 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.

Full show notes: Unicorny.co.uk 

LinkedIn: Sarah Robb | Rachel Fairley

Websites: Sarah Robb

Sponsor: Selbey Anderson

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.

Sarah 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.

Full show notes: Unicorny.co.uk 

LinkedIn: Sarah Robb | Rachel Fairley

Websites: Sarah Robb

Sponsor: Selbey Anderson

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. 

Paul 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. 

Full show notes: Unicorny.co.uk  

LinkedIn: Paul Worthington | Dom Hawes  

Website: Invencion 

Sponsor: Selbey Anderson  

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. 

Paul 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. 

Full show notes: Unicorny.co.uk  

LinkedIn: Paul Worthington | Dom Hawes  

Website: Invencion 

Sponsor: Selbey Anderson  

Other podcasts: Mike Linton's CMO Confidential

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! 

A 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 

Full show notes: Unicorny.co.uk  

LinkedIn: Géraldine Tenten | Dom Hawes  

Website: MANN + HUMMEL 

Sponsor: Selbey Anderson  

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. 

A 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 

Full show notes: Unicorny.co.uk  

LinkedIn: Géraldine Tenten | Dom Hawes  

Website: MANN + HUMMEL 

Sponsor: Selbey Anderson  

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!

LinkedIn: Dom Hawes 

Website: Unicorny.co.uk 

Sponsor: Selbey Anderson 

Related Unicorny episodes:

80. The Unicorny Marketing Manifesto: What marketing is

Other items referenced in this episode:

74. 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)

64. 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

77. The secret sauce to marketers' mojo?

AML group are shortlisted for an IPA award

Introduction and recap of the last episode

Dom Hawes sets the stage by revisiting key points from the last episode,...

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!

Steve 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. 

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  

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?

Steve 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. 

Full show notes: Unicorny.co.uk  

LinkedIn: Dr Steve Morlidge |

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.

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. 

Full show notes: Unicorny.co.uk  

LinkedIn: Adrian Coxon | Dom Hawes  

Website: Exante 

Sponsor: Selbey Anderson  

• 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

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.

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. 

Full show notes: Unicorny.co.uk  

LinkedIn: Adrian Coxon | Dom Hawes  

Website: Exante 

Sponsor: Selbey Anderson  

• 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.

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.

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. 

Full show notes: Unicorny.co.uk  

LinkedIn: Phil Barden | Dom Hawes  

Website: Decode Marketing  

Sponsor: Selbey Anderson  

• 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

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.

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. 

Full show notes: Unicorny.co.uk  

LinkedIn: Phil Barden | Dom Hawes  

Contact Phil Barden: Twitter | Email 

Website: Decode Marketing  

Sponsor: Selbey Anderson  

• 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  

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.

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. 

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.

Full show notes: Unicorny.co.uk  

LinkedIn: Jonathan Harris | Steven Millman | Dom Hawes  

Website: Sub(x) | Dynata 

Sponsor: Selbey Anderson  

• 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  

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.

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. 

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.

Full show notes: Unicorny.co.uk  

LinkedIn: Jonathan Harris | Steven Millman | Dom Hawes  

Website: Sub(x) | Dynata 

Sponsor: Selbey Anderson  

• 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

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!

A 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. 

Full show notes: Unicorny.co.uk  

LinkedIn: Michelle Booth | Dom Hawes  

Website: Lloyds Banking Group 

Sponsor: Selbey Anderson  

• 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 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.

A 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. 

Full show notes: Unicorny.co.uk  

LinkedIn: Michelle Booth | Dom Hawes  

Website: Lloyds Banking Group 

Sponsor: Selbey Anderson  

• 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 

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.

LinkedIn: Dom Hawes 

Website: Unicorny.co.uk 

Sponsor: Selbey Anderson 

Related Unicorny episodes:

60. Cut the Jargon: Simplifying brand strategy for better results

61. 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

68. 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

56. How to change KPI chaos into customer bliss

Marketing Land by The Proper Marketing Club

Mini MBA by Mark Ritson

62. Segmentation secrets: precision...

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.

A 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. 

Full show notes: Unicorny.co.uk  

LinkedIn: Michelle Booth | Dom Hawes  

Website: Lloyds Banking Group 

Sponsor: Selbey Anderson  

• 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 

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.

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

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.

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

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.

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?

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. 

Full show notes: Unicorny.co.uk  

LinkedIn: Neill Emmett | Dom Hawes  

Sponsor: Selbey Anderson  

• 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...

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.

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%. 

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 

 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

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.  

For 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. 

Full show notes: Unicorny.co.uk  

LinkedIn: Emma Kriskinans | Dom Hawes  

Website: Tyk 

Sponsor: Selbey Anderson  

Differences 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  

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 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.

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. 

Full show notes: Unicorny.co.uk  

LinkedIn: Rachel Fairley | Dom Hawes  

Sponsor: Selbey Anderson  

• 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 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!

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. 

Full show notes: Unicorny.co.uk  

LinkedIn: David van Schaick | Dom Hawes | DVS Strategy 

Sponsor: Selbey Anderson    

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

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.

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.

Full show notes: Unicorny.co.uk  

LinkedIn: Steven Millman | Dom Hawes  

Website: Dynata 

Sponsor: SelbeyAnderson  

 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. 

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.  

Full show notes: Unicorny.co.uk  

LinkedIn: Geoffrey Moore | Dom Hawes  

Websites: Geoffrey Moore | Unicorny

Sponsor: Selbey Anderson

• Introduction to Zone to Win...

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.  

Chris 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...

Shane 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. 

Full show notes: Unicorny.co.uk  

LinkedIn: Chris Wilson | Shane Redding | Dom Hawes  

Websites: Earnest | Think Direct

Sponsor: Selbey Anderson  

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

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.

Check out our Unicorny top takeaways

LinkedIn: Dom Hawes | Nichola Fairley | Laura Taylor | Pete Allen | Ornella Weston

Websites: Unicorny

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.  

Richard’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.

Full show notes: Unicorny.co.uk 

LinkedIn: Richard O'Connor | Dom Hawes 

Websites: B2B Marketing | Selbey Anderson

00:00:00 - 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