Marketing Trek

In this episode of The Unicorny Marketing Show, Jules Beriff, UK Marketing Director at ESET UK, reveals how businesses can build trust as a cornerstone for brand resilience. Jules explains why trust internally—within teams and leadership—and externally, with customers and partners, is crucial for navigating crises and driving sustainable growth. What you'll learn: The role of brand awareness in securing long-term customer loyalty Tips for fostering trust between marketing leaders and finance teams Insights into flat organisational structures that promote autonomy and collaboration How shared experiences and community-driven events spark channel partner loyalty Don't miss this episode for a masterclass in turning challenges into opportunities. Listen now to better approach to brand strategy! About Jules Berriff Jules Berriff graduated with a degree in Economics and Master's in Cultural Management from Northumbria University. Jules started working for the University on international projects whilst studying, moved into film, was seconded to BAFTA, and then, seduced by a job title, hopped into the old Business Link Service. After being made redundant, she spent a year in legal work focused on offices in the Middle East before returning to the cultural sector with the Science Museum Group. Jules then moved to English Heritage as Territory Marketing Manager for the North of England, before joining the Continuum Group in 2016 as Head of Sales, Marketing, and Brand Experience. Jules now works in the very different but exciting world of cybersecurity. Jules has a commercial head on creative shoulders and adores marketing, relishing the complex and conflicting mix of data science overlaid with creativity that, when done right, can yield fantastic results. Links Full show notes: Unicorny.co.uk Watch the episode: https://youtu.be/PdZXTe7BNWsLinkedIn: Jules Berriff FCIM | Dom Hawes Website: ESET UK Sponsor: Selbey Anderson Other items referenced in this episode: Octopus energy Safer kids online by ESET

In this episode of The Unicorny Marketing Show, host Dom sits down with Camilla Davison, CMO of ZF Aftermarket, to explore how B2B marketing can deliver meaningful customer value. Camilla shares her journey from consumer goods to the aftermarket industry, revealing key lessons about value creation, marketing leadership, and the challenges of balancing short-term profitability with long-term brand building. What you'll learn: The role of marketing insights in strategy development. How to build cross-functional relationships for better business outcomes. Why marketing must transition from a support function to a strategic driver. Tune in for practical advice on shaping marketing as the hub of organisational growth. About Camilla Davison Camilla Davison has had a long and windy career that has provided many exciting opportunities for fulfilling growth and new experiences. Starting very conventionally on a Marketing graduate recruitment scheme, Camilla spent 15 years with Kimberly-Clark on exciting Brands like Andrex and Kleenex. On moving to Africa, she found a different purpose in charitable work, supplying the basics in a more practical way for 6 years. On return Camilla settled back at KC to lead their baby business in Europe, driving both product and commercial innovation in a very competitive arena. Camilla then moved to B2B - taking those fundamental brand marketing skills to build brands in the public washroom arena. From there she went to a completely different arena of Autoparts and the aftermarket...First with Tenneco and now with ZF.Links Full show notes: Unicorny.co.uk Watch the episode: https://youtu.be/seBnHjQs0JcLinkedIn: Camilla Davison | Dom Hawes Website: ZF Aftermarket Sponsor: Selbey Anderson Other items referenced in this episode: FMCG = fast moving consumer goods OE = original equipment BGM = Buying group marketing

Lisa Quest, Partner, Head of UK&I, Co-Head of Government and Public Institutions - Europe at Oliver Wyman, joins The Unicorny Marketing Show to discuss how marketing can transform from a cost centre into a powerful growth driver. Drawing on her leadership experience, Lisa shares how aligning marketing strategies with leadership priorities and metrics can unlock unprecedented business impact. What you'll learn: How marketing strategy becomes a translator for leadership priorities. Why building resilient marketing teams is essential in today's market. Insights into aligning marketing metrics with leadership KPIs for greater impact. Listen in to learn how you can redefine your marketing team as a driver of growth and strategy About Lisa Quest Lisa Quest leads Oliver Wyman's Practice in the United Kingdom and Ireland working with public and private sector organizations to digitally transform, increase productivity, and drive effective and efficient public services for society.Links Full show notes: Unicorny.co.uk Watch the episode: https://youtu.be/WbhVxauK0CsLinkedIn: Lisa Quest | Dom Hawes Website: Oliver Wyman Sponsor: Selbey Anderson

In this episode, Jazz Aujla, global head of digital marketing at Euromonitor International, shares her insights on aligning marketing efforts with customer needs. From her journey starting in research at Deloitte to a leader in digital marketing. Jazz breaks down why companies often underestimate their customers, the risks this poses, and how to avoid common pitfalls. What you'll learn: Why starting with the customer is vital for long-term growth. How to lay the right marketing technology foundations. The challenges and solutions of clean CRM data. Balancing AI in marketing with human insights. How data-driven marketing fosters sustainable growth. Understanding your customers isn't just a nice-to-have—it's the difference between thriving and stagnating. Jazz's advice will challenge your assumptions and help you rethink how to align your marketing efforts with what your customers truly need. About Jazz Aujla Creativity, communication and innovation have been at the heart of Jazz's career for the past decade. Jazz has delivered B2B acquisition strategies for professional services, SaaS and tech-forward businesses, with highly effective results. As the current Global Head of Digital Marketing at Euromonitor International, she has led on the successful delivery of the new-look corporate website, growing acquisition marketing channels, as well as evolving the brand's social media presence. Links Full show notes: Unicorny.co.uk Watch the episode: https://youtu.be/aDadDuX2AdcLinkedIn: Jazz Aujla | Dom Hawes Website: Euromonitor Other items referenced in this episode:Why marketers make the best startup founders with David Hart

Short-term gains often tempt businesses to cut corners—but at what cost? Christine Alemany joins The Unicorny Podcast to discuss balancing immediate profit demands with building long-term trust and authenticity. From high-profile corporate missteps to cautionary tales like Boeing and WeWork, Christine reveals why credibility matters and how sustainable growth stems from consistency.What you'll learn:The risks of prioritising short-term gains over trust-buildingKey lessons from brands like Microsoft, Coinbase, and Liquid DeathChristine's 4-step process for maintaining credibility and consistencyHow businesses can align short-term performance with long-term growthDon't let the profit trap hold you back—discover how authenticity can be your strongest growth strategy.About Christine AlemanyChristine Alemany is an engineer and revenue generator who is passionate about leading late-stage SaaS companies through growth. From the coding trenches to the executive boardroom, she brings over 20 years of experience across product, marketing, and sales to drive exponential growth for emerging growth and Fortune 100 companies, including Dell, Citi, and IBM.Christine is recognised for innovation, content, and customer experience, being named a LinkedIn Top Voice and one of the Top 30 Most Influential Fintech Marketers.Links Full show notes: Unicorny.co.ukWatch the episode: https://youtu.be/RRidTMrDwVoLinkedIn: Christine Alemany | Dom HawesWebsites: Most-Loved Workplace®Sponsor: Selbey AndersonOther items referenced in this episode:WeWorkCoinbaseLiquid DeathRoger L. MartinSatya NadellaGoogle has fired 50 employees after protests over Israel cloud deal, organizers say, By Catherine Thorbecke, CNNBud Light reveals cost of sales hit after trans influencer backlash23. Value innovation in action: (Part 2) Promotion and place with Maja Gedosev, JetBlueCan anyone fix Boeing? By Claire Bushey and Philip Georgiadis, FT

Catherine Reed, Senior Marketing Director at SAP and PhD candidate in bias and AI for marketing, shares her expertise on using AI to enhance marketing strategies. Together with Dom Hawes, Catherine discusses the practical benefits of AI in customer scoring, its role in account-based marketing (ABM), and strategies to identify and manage bias in AI tools.What you'll learn:How to make the most of AI-powered tools in marketing.Common pitfalls of bias in AI systems and how to mitigate them.Simple ways to start integrating AI into your marketing processes.The importance of collaboration between sales and marketing using technology.Listen now to discover practical steps for improving marketing precision with AI.About Catherine ReedCatherine is a passionate and results-driven marketing leader with 12+ years of experience in the B2B software & technology industry. Her career spans across multiple disciplines in the marketing ecosystem and has led her to her current leadership role at SAP in Global Program Management. She is currently completing a PhD in Artificial Intelligence at the University of Gloucestershire, with her research focusing on mitigating the propagation of bias through AI use in marketing. Her interests lie in a modern MarTech stack, next generation marketing technologies and how this translates into a better customer experience. She is inspired by possibility, driven by challenge...Links Full show notes: Unicorny.co.ukWatch the episode: https://youtu.be/h39dsfVnl9gLinkedIn: Catherine Reed | Dom HawesWebsites: SAPSponsor: Selbey AndersonOther items referenced in this episode:NotebookLMBishop, S. (2018). Anxiety, panic and self-optimization: Inequalities and the YouTube algorithm. ConvergenceLuhang Sun, et al. (2024). Smiling women pitching down: auditing representational and presentational gender biases in image-generative AI. Journal of Computer-Mediated CommunicationEU Artificial Intelligence Act

Happy New Year! As we step into 2025, it's time to reflect on the lessons of the past year and gear up for the challenges and opportunities ahead. Rachel discusses her upcoming book, Rebrand Right, written with Sarah Robb, and its mission to simplify marketing while empowering professionals to fight imposter syndrome. Dom and Rachel discuss what's coming up in 2025—and announce big plans for the show, including the “27 States” framework.What's covered:• A sneak peek into Rachel's new book and the challenges of writing it.• The biggest lessons from the show's format experiments.• Exciting plans for The Unicorny Marketing Show next year.• What marketers need to think about in 2025.Listen in for a thought-provoking, forward-looking conversation that'll leave you inspired for the year ahead!Links Full show notes: Unicorny.co.ukWatch the episode: https://youtu.be/zXT3GSSF8ewLinkedIn: Rachel Fairley | Dom HawesSponsor: Selbey AndersonOther items referenced in this episode:38. Secrets of a brandmaster: beating brand enemiesThe Unicorny Marketing Show: Sarah RobbRebrand Right by Rachel Fairley and Sarah Robb, on pre-sale now in all bookshop websites- publishes on 22 April 2025. 95. Impossible to Ignore with Carmen SimonThe Unicorny Marketing Show: Geoffrey MooreHow Brands Grow by Byron SharpThe Unicorny Marketing Show: Ben M. BensaouThe Unicorny Marketing Show: Graham WylieThe Unicorny Marketing Show: Leo McCloskeyThe Unicorny Marketing Show: Peter Russell-SmithThe impact of changing episode frequency on audience growth – The Unicorny Marketing Show

What do you get when you cross Unicorny bloopers with Dom?... A roasted potato

What makes marketers and agency professionals natural SaaS founders? In this episode, David Hart, author of Productized and co-founder of ScreenCloud, shares his journey from agency ownership to building a successful SaaS company with over $20M ARR. Learn how to transform creative skills and strategic thinking into a scalable business model. What you'll learn: Turning agency challenges into scalable product opportunities. The importance of understanding customer needs and validation. How content marketing drives growth on a limited budget. David's journey offers valuable lessons for marketers aiming to create lasting impact. Don't miss this chance to learn practical strategies for building your own success story. Competition time

What if your marketing campaigns could achieve more with less? Dr. Felipe Thomaz, Associate Professor of Marketing at Oxford's Saïd Business School, challenges the widespread belief that maximising reach guarantees success. Drawing insights from his ground breaking peer-reviewed paper, Felipe reveals why overemphasising reach could be costing brands both money and effectiveness.What you'll learn:Why maximising reach doesn't guarantee brand growth or profitability.How different channels uniquely impact consumer behaviour.The role of archetypes in creating effective marketing campaigns.Common mistakes marketers make in media buying and channel selection.Why differentiation drives growth while distinctiveness protects it.Don't miss this essential conversation redefining modern marketing science!About Felipe ThomazFelipe Thomaz is an Associate Professor of Marketing at the University of Oxford, where he is also Director of the Oxford Future of Marketing Initiative, and Director of the Diploma in Artificial Intelligence for Business. Felipe is a research faculty member, with published peer-reviewed works in Marketing, Mathematics, and Conservation Science. He is also Managing Director of Augmented Intelligence Labs, an Oxford spinout based on his research, specializing in long-range forecasting, trend analysis and anomaly detection algorithms. His pioneering research on illicit markets has informed countries and international agencies on novel ways to counter everything from cyberweapons to wildlife trafficking. He has authored policy documents on the decarbonization of advertising with international industry bodies, on progressive advertising with the United Nations, and practical ethics in AI with the International Chamber of Commerce.LinksFull show notes: Unicorny.co.ukWatch the episode: https://youtu.be/0Nc_UPMnilALinkedIn: Felipe Thomaz | Dom HawesWebsite: Augmented Intelligence LabsSponsor: Selbey AndersonOther items referenced in this episode:Schweidel, D. A., Bart, Y., Inman, J. J., Stephen, A. T., Libai, B., Andrews, M., Rosario, A. B., Chae, I., Chen, Z., Kupor, D., Longoni, C., & Thomaz, F. (2022). How consumer digital signals are reshaping the customer journey. Journal of the Academy of Marketing ScienceOxford Future of Marketing InitiativeKantarStochastic frontier analysis

How can marketers add value and lead with confidence? In this episode of The Unicorny Marketing Show, Rachel Fairley returns as host and is joined by Leo McCloskey, VP of Marketing at Echodyne. Together, they discuss the evolving role of marketing in B2B, government sectors, and strategic marketing. With years of experience, Leo shares his approach to building trust, fostering team collaboration, and addressing complex challenges in long sales cycles.What you'll learn:Why emotional intelligence matters in marketing leadership.The unique challenges of marketing in the government sector.How consistency builds trust and credibility over time.The role of technical expertise in creating effective teams.Whether you're a marketing leader or just starting out, this episode offers practical takeaways to strengthen your skills and understanding.About Leo McCloskeyLeo is engaged in the design, build, delivery, iterative development, and messaging of technology-related brands, products, and services. His experience stretches across consumer, enterprise, and government sectors for mature companies with dominant positions in established markets and startups with innovative technologies and products entering new markets. Underling all the movement and effort is an ongoing study of human factors amidst the ambitions of teams, managers, businesses, and brands. Leo's studies in languages, histories, and cultures complement his experience living, traveling, and working across Asia, USA, and Europe. He lives in the Pacific Northwest, believes everyone needs a Local, and is otherwise consumed by family, friends, and fun.LinksFull show notes: Unicorny.co.ukWatch the episode: https://youtu.be/FvmvUPGVtfgLinkedIn: Leo McCloskey | Rachel FairleyWebsite: EchodyneSponsor: Selbey AndersonOther items referenced in this episode:Crossing the Chasm by Geoffrey Moore

In this episode of The Unicorny Marketing Show, we welcome back Valentina Kristensen from OakNorth Bank. Since her first appearance, Valentina has taken on a broader role as Corporate Affairs Director and shares how OakNorth continues to disrupt the seemingly commoditised world of SME banking. From customer-centric strategies to the development of proprietary segmentation models, learn how OakNorth balances sustainability, innovation, and entrepreneurial spirit.What you'll learn:The concept of the "missing middle" in SME banking.How granular market segmentation enables targeted opportunities.Ways OakNorth ensures transparency and speed in lending decisions.Insights into OakNorth's sustainability initiatives and climate risk management.Valentina's insights will inspire leaders to rethink traditional markets. Tune in and discover what makes OakNorth's approach a blueprint for future growth.About GuestValentina is OakNorth's Director of Growth and Communications. She's a self-professed FinTech nerd and a founding editorial board member of Influence Magazine, the CIPR's quarterly member magazine.LinksFull show notes: Unicorny.co.ukWatch the episode: https://youtu.be/axPqx90SuvwLinkedIn: Valentina Kristensen | Dom HawesWebsite: OakNorthSponsor: Selbey AndersonOther items referenced in this episode:Collapse of Silicon Valley Bank

In this special 100th episode of The Unicorny Marketing Show, Rachel Fairley interviews host, Dom to share key lessons from their podcast journey. This reflective conversation uncovers how the show has influenced marketing strategy and shaped perspectives on brand strategy placement within businesses. Dom discusses the debate on viewing marketing as a profit centre, challenges the common understanding of ROI, and touches on the digital shifts affecting modern business growth strategies.What you'll learn:The importance of strategic thinking beyond day-to-day tactics.Why brand strategy often needs to function independently from marketing.How marketing's role must be perceived for sustainable business success.Examples of how companies have adopted new approaches based on discussions from the show.Join us as we celebrate 100 episodes of The Unicorny Marketing Show!About Dom HawesDom Hawes is the host of The Unicorny Marketing Show, where he shares insights and engages with industry leaders. Dom is the Group CEO of Selbey Anderson Group, helping businesses in complex markets win the future. With over 30 years in marketing, strategy, and M&A, Dom is passionate about creating and marketing new products, services, and events.Dom is also a blogger, published author, and competitive rower, with interests in RevOps, data, insight, leadership, and management theory.Dom is a Fellow of the Chartered Institute of Marketing.LinksFull show notes: Unicorny.co.ukWatch the episode: https://youtu.be/bF6_G2IWsUoLinkedIn: Rachel Fairley | Dom HawesSponsor: Selbey AndersonOther items referenced in this episode:Geoffrey Moore: The Unicorny Marketing ShowThe Gorilla Game by Geoffrey MooreMatt Dixon: The Unicorny Marketing ShowApril Dunford: The Unicorny Marketing ShowBen M. Bensaou: The Unicorny Marketing ShowNudgeUncensored CMOMichael Porter: The Unicorny Marketing ShowSarah Robb: The Unicorny Marketing ShowDuncan Daines: The Unicorny Marketing Show97. Marketing a business is everyone's business41. Must win battles for marketers

In this episode of The Unicorny Marketing Show, Dom talks to Tas Tasgal, Keynote speaker, author and trainer about the intricacies of human behaviour in marketing.Tas challenges common perceptions in marketing, emphasising that decision-making is often unconscious and influenced by emotions rather than rational thought. Key points:Traditional market research often fails to capture true consumer motivationsThe role of emotions in decision-makingEngaging narratives can significantly enhance brand communicationListen in to rethink conventional strategies and explore deeper emotional connections with your audience.Competition time!

In this episode, marketing veteran Mark Larwood offers a refreshing perspective on the importance of patience in marketing. Mark discusses how today's fast-paced business environment can push for instant results, but slowing down and allowing strategies to mature can deliver lasting competitive advantages. Key points: Patience in marketing can lead to better long-term outcomes. Balancing short-term demands with long-term goals is essential for success. AI can enhance creativity by handling mundane tasks, not just speeding up processes. Effective communication and transparency are crucial during periods of change and acquisition. Building relationships and nurturing brands is as important as immediate results. Are you curious to know how ruthless prioritisation and patience might reshape your marketing strategy? Don't miss this episode!About Mark LarwoodWith two decades of B2B tech marketing experience, Mark has worked with both global giants and innovative start-ups, including Atos, O2, Philips, and Telefónica. Currently, Mark serves as Marketing Director for CloudClevr, a next-generation Managed Services Provider formed from the merger of four leading communications and IT businesses. An advocate for Account-Based Marketing (ABM) strategies, Mark excels in driving alignment between sales and marketing teams, and ensuring marketing effort leads to sustainable and profitable growth. His expertise lies in his deep understanding of the tech and marketing landscape to craft strategies and drive his team to deliver results. Mark's leadership is characterised by a commitment to innovation, strategic vision, and a relentless focus on achieving business outcomes.Links Full show notes: Unicorny.co.ukWatch online: https://youtu.be/pz-OAgtWXuYLinkedIn: Mark Larwood | Dom Hawes Website: CloudClevrSponsor: Selbey Anderson Other items referenced in this episode:Crazy frogMichael E. PorterWhat Is A KPI? Definition & Examples - Forbes

In this episode of The Unicorny Marketing Show, Graham Wylie joins Dom to challenge the conventional view of marketing. Wylie argues that marketing shouldn't be confined to a single department but should be a company-wide responsibility. He explains the importance of aligning marketing promises with product delivery and encourages organisations to involve every team member in creating a consistent customer experience. Key points:Marketing as a company-wide responsibility rather than a department function.The risks of inconsistent brand promises when marketing efforts are siloed.Leveraging market disruptions to drive change and opportunity.Engaging every stakeholder across the business for a unified marketing approach.Listen now to learn how to break marketing out of its silo and drive growth across your organisation.About Graham WylieIs Graham the world's foremost authority on marketing in organisations going through change? Possibly ;)With three decades in B2B marketing, across vastly different geographies and industries; Agency, VC, PE and Corporate environments, and always at an inflection point for the business, there is real depth and breadth to his experience. Combine that with a nerd-level curiosity about how marketing actually works, and why businesses struggle with go-to-market, you get a rare combination of cutting edge theory, innovative practice and real world pragmatism that delivers results.As we recorded this podcast Graham was wrapping up a large corporate transformation and by the time you listen to it he will have started as Chief Marketing Officer for a remarkable PE-backed growth business.Links Full show notes: Unicorny.co.ukWatch episode: https://youtu.be/CNdB6sGzYJsLinkedIn: Graham Wylie | Dom Hawes Website: activpayrollSponsor: Selbey Anderson Other items referenced in this episode: The Unicorny Marketing Show: April Dunford 80. The Unicorny Marketing Manifesto: What marketing is The Hard Thing About Hard Things by Ben Horowitz Rory Sutherland

In this episode of The Unicorny Marketing Show, Dom and Peter Whent discuss Peter's straightforward "pool rules" for better marketing messaging. Inspired by clear, no-nonsense swimming pool signs, these rules focus on the power of simple, bold communication. Peter highlights the need for brands to stop using jargon and start focusing on the real issues their customers face. The conversation covers why businesses should be more direct, and how clear, impactful messaging can help brands stand out.Key points:Peter Whent's "pool rules" for clear, customer-focused messaging.Avoiding jargon and using simple, direct communication.The importance of addressing customer needs over product features.Why bold and clear messaging is essential for differentiation.Listen in for practical advice that will help you refresh your marketing and make it truly effective. About Peter WhentYesterday, Peter Whent built several businesses, making mistakes and learning along the way. Dealing with the establishment—investors, lawyers, the tax authorities, and others—helped him develop a healthy cynicism towards the phrase, "that's how it's always been done."Today, Peter owns and runs a modestly celebrated creative coalition called BoldAF, where he challenges norms and breaks the rules to help brands uncover the big creative idea that will ignite their identity. Once he's found it, he transforms it into bold messaging that gives the brand personality and draws prospects in like the Pied Piper.Links Full show notes: Unicorny.co.ukWatch episode: https://youtu.be/vlAY0Kc55mELinkedIn: Peter Whent | Dom HawesEmail: peter@peterwhent.comWebsite: Bold AFSponsor: Selbey Anderson Other items referenced in this episode:The 22 Immutable Laws of Marketing by Al Ries and Jack Trout Bold AF: Pool RulesBold AF: Brandwank BingoDropbox Original MVP Explainer VideoBerkshire Hathaway INC.Brand AF: Blog on Virgin Cola vs Fever TreeNike ad featuring Colin KaepernickApple ad ‘Crush!'Bumble's apology for celibacy ad

In this episode, Dom Hawes interviews cognitive neuroscientist Carmen Simon, uncovering how brain science can help marketers ensure their content is remembered. Carmen highlights the importance of focusing on distinctiveness and emotion to make sure your audience recalls the most crucial parts of your message. By understanding how the brain processes and retains information, marketers can begin crafting content that truly sticks, helping brands stand out in today's crowded digital space.Key points:Why distinctiveness helps capture and keep audience attention.How emotions play a key role in enhancing memory retention.The practical application of neuroscience tools like EEGs and eye-tracking in content strategy.Defining your "10% message" to ensure you focus on what matters most to your audience.Catch the full episode for more on how neuroscience can transform your marketing approach.Competition time!

Could your company's most valuable asset be its culture? In this episode, Hilton Barbour, a seasoned marketing consultant, discusses the vital role of organisational culture. He explains how culture shapes decisions, brand identity, and even the ability to innovate. Hilton explores the connection between culture and strategy, providing real-world examples from companies like Boeing and Nike, showing why this alignment is key to success.Key points:• Definition of culture and its impact on business success.• The importance of aligning culture and strategy for growth.• Leadership's influence on culture within an organisation.Listen to discover how culture can become your organisation's hidden advantage.Competition time!

In the second part of this episode, Leonard Burger returns to discuss the growing trend of side hustles and their unexpected benefits for marketers. Leonard shares how working on external projects, such as angel investing, has enriched his professional career, offering valuable perspectives that can be applied to his core role in product marketing. The episode also explores future trends in product marketing, including the impact of AI and how companies can foster creativity by giving employees more flexibility.Key points:Side hustles as a tool for career growth and creativity.The rise of AI and machine learning in product marketing.Encouraging a creative mindset by balancing day jobs with passion projects.How external perspectives can fuel innovation in the workplace.Get ready to explore how you can apply these future-focused ideas to your marketing strategies.About Leonard BurgerLeo is a product marketing specialist by day and fintech geek by night. Currently active in fintech marketing, his professional experience spans across multiple industries and countries. Besides marketing he also has a passion for startups, innovation and venture capital.Links Full show notes: Unicorny.co.uk LinkedIn: Leonard Burger | Dom Hawes Website: Leonard Burger bioSponsor: Selbey Anderson Other items referenced in this episode:Leda Glyptis PHDAndrew Davies: The Unicorny Marketing Show'Deeply sorry,' CrowdStrike boss apologises for global IT outage by Zoe Kleinman, BBC NewsUtopia for Realists: And How We Can Get There by Rutger BregmanProduct Marketing AllianceChapter summariesIntroduction to part twoDom welcomes listeners back for part two of the discussion with Leonard Burger, introducing product marketing's relevance today and preparing for an exploration of its future.The rise of side hustlesDom and Leonard discuss the increasing popularity of side hustles among professionals, especially in the US, and how they can enhance career development.Leonard's personal experience with side hustlesLeonard shares...

In this episode of The Unicorny Marketing Show, we pull back the curtain on a crucial, yet often overlooked, role in marketing: product marketing. Host Dom Hawes sits down with Leonard Burger to explore how product marketers act as the glue that binds sales, engineering, customer success, and strategy. With product marketing well-established in the US but still emerging in the UK, this conversation digs into the core responsibilities that product marketers handle every day—simplifying complex products, aligning internal teams, and ensuring the customer's voice drives business decisions.Key points:Product marketing as the essential glue between departments.The phases of product marketing, from internal conversations to messaging and deployment.Product marketers' role in bridging gaps between teams, including sales, engineering, and customer success.How side hustles can contribute to the core roles in marketing.If you're curious about the wider role of product marketing, this episode will shed light on how it influences various parts of a business.About Leonard BurgerLeo is a product marketing specialist by day and fintech geek by night. Currently active in fintech marketing, his professional experience spans across multiple industries and countries. Besides marketing he also has a passion for startups, innovation and venture capital.Links Full show notes: Unicorny.co.uk LinkedIn: Leonard Burger | Dom Hawes Website: Leonard Burger bioSponsor: Selbey Anderson Other items referenced in this episode:Product Marketing Misunderstood by Richard King and Bryony PearceThe Customer-Funded Business by John MullinsChapter summariesThe Role of Product Marketing in BusinessDom Hawes introduces the episode, focusing on product marketing's role as a key connector between different business functions. Leonard Burger, the guest, is introduced.Leonard's Journey into Product MarketingLeonard shares his career journey, from starting as a pricing analyst to becoming a product marketer, and explains the unique responsibilities that come with this role.Key Qualities of a Product MarketerLeonard discusses the essential traits for product marketers, including curiosity and the ability to understand technical details while connecting them to broader business goals.Defining product marketing and its core responsibilitiesLeonard explains how product marketing evolved from the tech sector, especially in Silicon Valley, and its role in connecting technical and strategic elements within a company.Product marketing misunderstoodLeonard talks about the misconceptions surrounding product marketing in Europe and discusses how positioning and messaging are the core responsibilities of the role.The four-phase plan for product marketingDom summarises Leonard's process for successful product marketing: understanding the product, crafting a message, identifying the audience, and developing product demos.Product marketers as the bridge between...

In this continuation of Dom Hawes' conversation with Simon Carter, the focus shifts to the challenges facing marketing leadership and the role of trade bodies. They discuss how marketing organisations often fall short in supporting senior marketers, which affects the profession's growth. Simon highlights the importance of earning respect within organisations and the difficulties posed by hybrid working on building professional relationships and advancing careers.Key topics:• The lack of support for senior marketers from trade bodies• The challenge of earning respect and demonstrating marketing's value• The impact of hybrid work on networking and career progressionThis episode explores how marketers can enhance their influence and become more valued in their companies.About Simon CarterA commercially articulate senior leader, with a track record of helping businesses grow significantly in the digital world. With roles in both the permanent and interim market, leading organisations through significant change and transformation across a wide range of sectors – from Automotive to Retail, Financial Services to Utilities, Telco to Technology, Travel and Leisure to Education, and into the Third Sector – in both consumer and business-to-business roles, operating on both the client and agency side, in permanent and independent positions. A Liveryman with the Worshipful Company of Marketors, former weekly columnist for a Marketing magazine, Pro-Vice Chancellor for Coventry University, and a director of a 200-property Freehold company.Links Full show notes: Unicorny.co.uk LinkedIn: Simon Carter | Dom Hawes Sponsor: Selbey Anderson Other items referenced in this episode:CIMDMAIPAMark Ritson's Mini MBA 80. The Unicorny Marketing Manifesto: What marketing isChapter summariesIntroduction and recap of part 1Dom briefly recaps part one, touching on the divide between short-term and customer-centric organisations. He sets the stage for part two, focusing on leadership and marketing representation.Leadership and trade bodiesDom and Simon discuss the shortcomings of trade bodies like the CIM and DMA, which focus more on junior members and revenue rather than supporting senior marketers.The isolation of leadershipSimon shares how networking and hard work helped him advance, despite the lack of formal support from trade bodies.Hybrid working and the networking gapSimon expresses concern about how hybrid work affects younger professionals' ability to build important career connections that were easier in traditional work settings.Simon's definition of...

In this episode of The Unicorny Marketing Show, Dom chats with Simon Carter, a marketing expert with a diverse background in industries such as financial services, utilities, and B2B. The conversation focuses on why marketing is often undervalued in organisations, touching on leadership, company culture, and the ongoing struggle for marketers to have a seat at the strategic table. Simon shares candid insights on how marketers can reposition themselves as vital to business success, offering lessons from his own career, from NatWest to Thomas Cook.Key topics:• The concept of marketing as a company's centre of gravity• The long-term vs short-term marketing debate and its impact on brand building• How marketers can elevate their role by owning the voice of the customerThe conversation is essential for any senior marketer navigating the challenge of positioning marketing as a strategic business driver.About Simon CarterA commercially articulate senior leader, with a track record of helping businesses grow significantly in the digital world. With roles in both the permanent and interim market, leading organisations through significant change and transformation across a wide range of sectors – from Automotive to Retail, Financial Services to Utilities, Telco to Technology, Travel and Leisure to Education, and into the Third Sector – in both consumer and business-to-business roles, operating on both the client and agency side, in permanent and independent positions. A Liveryman with the Worshipful Company of Marketors, former weekly columnist for a Marketing magazine, Pro-Vice Chancellor for Coventry University, and a director of a 200-property Freehold company.Links Full show notes: Unicorny.co.uk LinkedIn: Simon Carter | Dom Hawes Sponsor: Selbey Anderson Other items referenced in this episode:81.The Unicorny Manifesto: Why 'phony wars' kill credibility58. Battle of Beliefs: Does professional certification kill marketers instinct? With Paul WorthingtonThe 95:5 rule by John Dawes Marketing Trek: CSATs & NPS Are GarbageThis podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacyPodder - https://www.podderapp.com/privacy-policyChartable - https://chartable.com/privacy

In Part 2 of our conversation with Clare Jones, CMO of System C, we explore the challenges of rebranding, maintaining brand integrity, and the strategic art of prioritising customers. Clare shares her experience of unifying multiple brands into one cohesive identity while staying true to core values. She also introduces her "rule of thirds" for campaign planning—emphasising the importance of balancing groundwork, execution, and follow-up for maximum impact. What is covered:How to manage a complex rebranding process while preserving brand equity.The significance of aligning internal values with external brand perception.Strategic customer prioritisation through stack ranking.Using “time to value” as a KPI to build stronger customer relationships.Listen for practical insights on rebranding, customer prioritisation, and effective campaign strategies in this second part of our conversation with Clare Jones.About Clare JonesClare has a long history in B2B marketing, developing strategies to build brands and drive growth for software businesses.Clare thrives on delivering results-driven integrated demand generation programmes with clear goals and outcomes, which have been recognised with industry awards. Clare has successfully executed on brand strategy which incorporates acquisitions as part of an overall growth strategy.A passionate marketeer, Clare recognises the contribution every member of the team can make and enjoys creating high performing teams. And of course, have a little fun along the way.Links Full show notes: Unicorny.co.uk LinkedIn: Clare Jones | Dom Hawes Website: System CSponsor: Selbey Anderson Other items referenced in this episode:GartnerGéraldine Tenten's Unicorny episodesChapter summariesIntroduction and recap of Part 1Dom Hawes begins Part 2 by summarising the key topics covered in the previous episode, setting the stage for a deeper exploration of rebranding and customer prioritisation.The challenges of rebranding and maintaining integrityClare discusses the complexities of merging multiple brands into one, the importance of preserving brand equity, and the internal process of aligning the company's values with its external brand identity.Why brand values matter and how to live themClare emphasises the need for authenticity in brand values, sharing her approach to embedding these values across the organisation and ensuring they resonate with both employees and customers.Building internal buy-in during rebrandingClare talks about the importance of securing buy-in from key stakeholders during the rebranding process. She shares strategies for involving senior leadership and employees early on to ensure the brand reflects the company's true identity.Stack ranking and customer prioritisation and the ‘rule of three'Clare explains her method for prioritising customers through stack ranking, focusing on those most likely to engage while ensuring others are nurtured appropriately. Clare introduces her "rule of thirds" approach to campaign...

In this episode of The Unicorny Marketing Show, Clare Jones, CMO of System C, challenges the common perceptions around demand generation, explores the changing dynamics of B2B buyer behaviour, and discusses the complexities of mergers and acquisitions. Clare highlights why marketing needs to be involved at every stage of the buyer's journey and makes a strong case for its importance at the board level. You'll gain insights on how marketing can influence M&A processes and why collaboration between sales and marketing is crucial.The importance of combining demand generation and brand work for effective marketing.How viewing sales as a marketing channel can redefine customer relationships.The strategic role of marketing in mergers and acquisitions, especially in unpredictable markets.Listen in to hear Clare's advice on navigating these challenges in today's business environment.About Clare JonesClare has a long history in B2B marketing, developing strategies to build brands and drive growth for software businesses.Clare thrives on delivering results-driven integrated demand generation programmes with clear goals and outcomes, which have been recognised with industry awards. Clare has successfully executed on brand strategy which incorporates acquisitions as part of an overall growth strategy.A passionate marketeer, Clare recognises the contribution every member of the team can make and enjoys creating high performing teams. And of course, have a little fun along the way.Links Full show notes: Unicorny.co.uk LinkedIn: Clare Jones | Dom Hawes Website: System CSponsor: Selbey Anderson Other items referenced in this episode:Dale Harrison's Unicorny episodesSarah Robb's Unicorny episodesCVCChapter summariesIntroduction to Clare Jones and demand generationDom introduces the episode, outlining the focus on demand generation and its importance in modern marketing. He introduces Clare Jones' expertise and sets the stage for an in-depth discussion on the topic.The relationship between demand generation and brand buildingClare discusses the need for a balanced approach to marketing, where demand generation and brand equity work together. She critiques the industry's use of jargon and advocates for a more straightforward, integrated strategy.The impact of the pandemic on buyer behavioursClare shares insights from her MBA dissertation on how the pandemic altered buyer behaviours. She highlights the growing role of digital channels and the increasing influence of millennials in B2B decisions.Rethinking the role of sales in marketingA discussion on whether sales should be considered a part of marketing. Clare argues for closer integration, highlighting the ongoing role of marketing in customer advocacy and relationship management.The challenges of long B2B sales cyclesDom and Clare explore the difficulties of lengthy B2B sales cycles, the need to...

In this continuation of the discussion with Professor Ben Bensaou from INSEAD Business School, Dom explores how organisations can build a robust framework for continuous improvement and creativity. Bensaou introduces the concept of the "innovating engine," explaining how companies can create a structured environment that encourages all employees to contribute new ideas while balancing these efforts with the demands of day-to-day operations. Understand how to set up a structured approach to generating and implementing new ideas.Learn about the crucial role middle managers play in nurturing a culture of creativity.Discover examples from large companies like Bayer and BASF on how they effectively manage new ideas.This discussion provides practical advice for those looking to create a more dynamic and forward-thinking environment in their organisation.About Ben M. BensaouBen M. Bensaou is Professor of Technology Management and Professor of Asian Business and Comparative Management at INSEAD, Fontainebleau, France. He served as the INSEAD Dean of Executive Education from 2018 to 2020. He was a Visiting Associate Professor at the Harvard Business School for 1998-1999, a Senior Fellow at the Wharton School of Management for 2007-2008 and a Visiting Scholar at the Haas School of Business at UC Berkeley for 2013-2015. He was also a Visiting Professor at Kobe University for 2021-2022.Bensaou is a leading expert on Innovation and how to build, maintain, and enhance a company's collective innovating capabilities. He was nominated for the 2023 Thinkers50 Innovation Award and his book Built to Innovate: Essential Practices to Wire Innovation into Your Company's DNA (2021, McGraw-Hill) was selected as one of the Thinkers50 Top 10 Management Books for 2022. Bensaou explains in detail his systematic approach. It defines specific innovative practices and roles for employees at each level of the organization, offers tools and a process methodology for innovating, and presents a host of vivid case studies that illustrate the dramatic benefits possible.Links Full show notes: Unicorny.co.uk LinkedIn: Ben M. Bensaou | Dom Hawes Website: benbensaou.comSponsor: Selbey Anderson Other items referenced in this episode:Built to Innovate by Ben M. Bensaou with Karl WeberBasotect,BASFFostering Employee Innovation at a 150-Year-Old Company by Monika Lessl, Henning Trill, and Julian Birkinshaw, Harvard Business ReviewChapter summariesIntroduction to part 2Dom Hawes briefly recaps the first part and shifts focus to applying the concepts of continuous improvement within organisations, moving from idea generation to structured processes.The innovating engine approachBen Bensaou introduces the "innovating engine," a framework that allows organisations to foster...

In this episode of The Unicorny Marketing Show, Professor Ben M. Bensaou of INSEAD Business School joins us to discuss how organisations can build a culture where innovation thrives. Bensaou shares real-world examples from companies like Starwood Hotels and Fiskars, showing how even established businesses can invigorate their innovation processes by involving everyone, not just the experts.• Understand how to foster innovation across your entire organisation.• Learn the significance of considering non-customers in your innovation strategy.• Discover ways to manage and sustain innovation beyond just the R&D teams.Don't miss out on this valuable discussion that could transform your approach to innovation in business.About Ben M. BensaouBen M. Bensaou is Professor of Technology Management and Professor of Asian Business and Comparative Management at INSEAD, Fontainebleau, France. He served as the INSEAD Dean of Executive Education from 2018 to 2020. He was a Visiting Associate Professor at the Harvard Business School for 1998-1999, a Senior Fellow at the Wharton School of Management for 2007-2008 and a Visiting Scholar at the Haas School of Business at UC Berkeley for 2013-2015. He was also a Visiting Professor at Kobe University for 2021-2022.Bensaou is a leading expert on Innovation and how to build, maintain, and enhance a company's collective innovating capabilities. He was nominated for the 2023 Thinkers50 Innovation Award and his book Built to Innovate: Essential Practices to Wire Innovation into Your Company's DNA (2021, McGraw-Hill) was selected as one of the Thinkers50 Top 10 Management Books for 2022. Bensaou explains in detail his systematic approach. It defines specific innovative practices and roles for employees at each level of the organization, offers tools and a process methodology for innovating, and presents a host of vivid case studies that illustrate the dramatic benefits possible.Links Full show notes: Unicorny.co.uk LinkedIn: Ben M. Bensaou | Dom Hawes Website: benbensaou.comSponsor: Selbey Anderson Other items referenced in this episode:Built to Innovate by Ben M.Bensaou with Karl WeberFiskarsHow gamers with disabilities helped design the new Xbox Adaptive Controller's elegantly accessible packaging by Deborah Bach, MicrosoftBlue Ocean Strategy by W. Chan Kim and Renée A. MauborgneUnicorny episodes Maja Gedosev from JetBlue AirwaysJoyce King Thomas' VCU Brandcenter graduation speech May 2019Chapter summariesThe state of creativity in businessDom Hawes explores

In this episode, Dom Hawes continues his conversation with Dominic Rodgers, Head of Marketing at Frog Capital, focusing on how purpose is practically applied to scale businesses. Dominic discusses Frog Capital's use of AI-driven toolkits and how engaging executives in content creation strengthens their impact. The episode also explores how these innovative methods create a unique competitive advantage for purpose-driven companies.AI-driven toolkits as a resource for business scalingThe impact of executive collaboration on content effectivenessPurpose-driven approaches that differentiate in the marketLong-term benefits of aligning purpose with growthDiscover how these methods can enhance your business for sustained success.Links Full show notes: Unicorny.co.uk LinkedIn: Dominic Rodgers | Dom Hawes Website: Frog CapitalSponsor: Selbey Anderson Other items referenced in this episode:Frog Capital: How to Scale up resourcesFrog Capital: How to Scale.aiGeoffrey Moore's Unicorny episodesBen BensaouThe Long and the Short of it by Les Binet, Peter FieldThinking, Fast and Slow by Daniel KahnemanEhrenberg-Bass Institute95:5 ruleChapter summariesIntroduction to purpose-driven growthDom Hawes kicks off the episode by introducing the focus on how purpose-driven businesses can achieve sustainable growth. He sets the stage for a deep dive into Frog Capital's unique approach.Frog Capital's AI-driven toolkitsDominic Rodgers introduces the AI-driven toolkits developed by Frog Capital, which are designed to help businesses scale. These toolkits are made publicly accessible, aligning with Frog's purpose of supporting broader business growth.Innovation through open accessDominic discusses the innovative decision to make their toolkits available to the public, highlighting how this approach not only serves their portfolio but also acts as a magnet for the right types of companies.The Godfather strategy: Giving to getDominic introduces the "Godfather Strategy", where businesses add value by sharing their resources and knowledge openly, creating a halo effect that strengthens their brand.Co-creation with operating partnersDominic explains how Frog Capital co-creates content and toolkits with their operating partners, ensuring that the resources are practical and address the most pressing challenges faced by their portfolio companies.Building a virtuous cycle in marketingThe

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 CapitalThe role of purpose in business growthListen to this episode to discover how integrating purpose into your business strategy can lead to sustainable growth and resilience.About Dominic RodgersDominic Rodgers has worked with businesses ranging from start-ups to large corporations, as well as on the agency side, gaining a wide range of sales and marketing experience across industries such as publishing, technology, arts & culture, and financial services.In 2008, Dominic helped start Raconteur, the publisher and content marketing agency, where they produced special reports for The Times newspaper. During that time, he predominantly focused on tech topics like Software as a Service, Virtualisation, and Cloud Computing, making his work with Frog, who specialize in investing in these technologies and growing businesses that have reshaped numerous industries, a natural progression.He joined Frog in 2019 and now leads Marketing and Communications. Dominic particularly enjoys building Frog's library of Scale-Up podcasts and toolkits called How to Scale, as it embodies Frog's mission to assist businesses in the Scale-Up phase. Frog's team of Operating Partners and Senior Partners have encountered many of the challenges software leaders face as they scale their startups, and creating meaningful content to help others overcome these challenges is highly rewarding for him.Links Full show notes: Unicorny.co.uk LinkedIn: Dominic Rodgers | Dom Hawes Website: Frog CapitalSponsor: Selbey Anderson Other items referenced in this episode:70. How entrepreneurs create value71. Thesis-Driven Marketing: you heard it here firstFrog Capital: Scale-Up Methodology graphicFrog Capital: How to Scale up resourcesIMPframeworkClueModulr

In this episode of Unicorny, we continue our exploration of the intersection between marketing and entrepreneurship with Sandra Vollrath, a marketing operations leader turned yoga studio owner. Building on the insights from part one, we examine how Lean Six Sigma principles can help eliminate inefficiencies in marketing departments and why understanding your customer's challenges is crucial, whether you're running a yoga studio or leading a global marketing team. This episode is packed with practical advice for marketers aiming to elevate their strategic impact.• Learn how Lean Six Sigma can improve your marketing operations.• Understand why focusing on customer needs is essential for success in both B2B and B2C.• Identify and address inefficiencies in your marketing processes.Looking to refine your marketing strategy? This episode offers actionable insights that can help you streamline operations and drive results.About Sandra VollrathSandra Vollrath is an accomplished marketing professional and entrepreneur with over 25 years of experience. Currently, she is the Director of Consulting (Marketing Operations & Strategy) at Intermedia Global (IMG), where she delivers major marketing operations projects with a team of marketing operations and process consultants.In 2019, Sandra founded Unwind Yoga Studio in Maidenhead, Berkshire, which is a profitable and thriving business even through challenges like the pandemic, economic disruptions and market fluctuations.Sandra's career includes significant roles at Bentley Systems Inc., where she excelled in product marketing and global campaign management. She led B2B marketing campaigns for Bentley's flagship product MicroStation, and implemented innovative marketing systems that enhanced operational efficiencies for a global team of 150 colleagues, supporting Bentley Systems' revenue growth.Sandra is venturing into angel investment, focusing on female-led sustainable businesses, and aims to use her marketing expertise to create value for these ventures. She believes that marketing needs to be a strategic business function, supporting business objectives by creating value and increasing profits, whether in a B2B or B2C, SMB or enterprise environment. Sandra's commitment to excellence and passion for leveraging marketing to drive business success make her a standout in her field.LinksFull show notes: Unicorny.co.uk LinkedIn: Sandra Vollrath | Dom Hawes Website: imgSponsor: Selbey Anderson Other items referenced in this episode: Six SigmaB2B IgniteGuest host Rachel FairleyRebrand Right by Rachel Fairley and Sarah RobbChapter summariesThe holiday mood continuesDom 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 of Unicorny, we meet Sandra Vollrath, a seasoned B2B marketing strategist and yoga studio owner, to explore the intriguing parallels between marketing operations and entrepreneurship. Sandra shares her journey from leading global marketing systems at Bentley Systems to founding her own yoga studio, unravelling valuable lessons applicable to both small businesses and large enterprises. This episode sheds light on the importance of knowing your customer, mastering your product, and the often-overlooked significance of marketing operations. Join us as Sandra's insights challenge conventional marketing approaches and inspire new ways of thinking.• Understand the true role of marketing operations and why it's more than just technology.• Learn how entrepreneurship can offer fresh perspectives on B2B marketing.• Discover the significance of knowing your customer and product inside out.Tune in to hear Sandra Vollrath's unique blend of B2B expertise and entrepreneurial spirit.About Sandra VollrathSandra Vollrath is an accomplished marketing professional and entrepreneur with over 25 years of experience. Currently, she is the Director of Consulting (Marketing Operations & Strategy) at Intermedia Global (IMG), where she delivers major marketing operations projects with a team of marketing operations and process consultants.In 2019, Sandra founded Unwind Yoga Studio in Maidenhead, Berkshire, which is a profitable and thriving business even through challenges like the pandemic, economic disruptions and market fluctuations.Sandra's career includes significant roles at Bentley Systems Inc., where she excelled in product marketing and global campaign management. She led B2B marketing campaigns for Bentley's flagship product MicroStation, and implemented innovative marketing systems that enhanced operational efficiencies for a global team of 150 colleagues, supporting Bentley Systems' revenue growth.Sandra is venturing into angel investment, focusing on female-led sustainable businesses, and aims to use her marketing expertise to create value for these ventures. She believes that marketing needs to be a strategic business function, supporting business objectives by creating value and increasing profits, whether in a B2B or B2C, SMB or enterprise environment. Sandra's commitment to excellence and passion for leveraging marketing to drive business success make her a standout in her field.Links Full show notes: Unicorny.co.uk LinkedIn: Sandra Vollrath | Dom Hawes Website: imgSponsor: Selbey Anderson Other items referenced in this episode:76. Everything gone PEAR shaped? Here's why that's a good thing77. The secret sauce to marketers' mojo?Bentley systemsUnwind yoga studio7. Perfecting Value Propositions with Barbara MorenoChapter...

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 promotionsHow marketing impacts business outcomesThe debate between differentiation and distinctivenessThe importance of balance and flexibility in marketing activitiesCan we redefine our approach to B2B marketing for better results? Tune in to find out!Links LinkedIn: Dom Hawes Website: Unicorny.co.uk Sponsor: Selbey Anderson Related Unicorny episodes:80. The Unicorny Marketing Manifesto: What marketing isOther items referenced in this episode:74. Breaking boundaries by bootstrapping broadcastUncensored CMO, B2B brand building in the era of AI with Jon Lombardo and Peter WeinbergThis is the B2B century, and marketers will be the ones to lead it by Peter Weinberg & Jon Lombardo, MarketingWeekSegmentation, Targeting and Positioning (STP)64. Perfect positioning: April Dunford's playbook for successMarketing 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 76How Brands Grow: What Marketers Don't Know by Byron SharpHow Brands Grow Part 2 by Jenni Romaniuk, Bryon SharpIt's time we admit marketing jargon is holding the profession back by Johnny Corbett, MarketingWeek77. The secret sauce to marketers' mojo?AML group are shortlisted for an IPA awardChapter summariesIntroduction and recap of the last episodeDom Hawes sets the stage by revisiting key points from the last episode,...

In a slight shake-up from the usual, Dom goes solo and tackles the challenge of defining marketing and its significance within businesses today. Drawing from over 80 podcast episodes and his own experiences, Dom outlines a manifesto for modern marketing. He urges marketers to rethink their definitions and approaches, stressing the need for a unified understanding to enhance their roles' credibility and effectiveness. This episode covers:Diverse definitions of marketing create confusion and distrust within businesses.The importance of having a clear, unified definition to boost marketing's credibility.The impact of jargon and misapplied metrics on the perception of marketing.Strategies for redefining and communicating the true purpose of marketing.Listen in to hear the Unicorny Manifesto for the future of marketing in business.Links LinkedIn: Dom Hawes Website: Unicorny.co.uk Sponsor: Selbey Anderson Related Unicorny episodes:60. Cut the Jargon: Simplifying brand strategy for better results61. Unlock the secret to beating imposter syndrome in brandingOther items referenced in this episode: The Propolis Community IndexAsos reduces reliance on promotions as ‘transformation' continues by Niamh Carroll, MarketingWeekAirbnb CMO on ditching performance marketing for big, bold brand campaigns by Kendra Barnett, MarketingWeek68. The truth about demand creation? It's a lie.Definition of Marketing by The Chartered Institute of MarketingDefinition of Marketing by the American Marketing Association56. How to change KPI chaos into customer blissMarketing Land by The Proper Marketing ClubMini MBA by Mark Ritson62. Segmentation secrets: precision...

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 superintelligenceThe impact of quantum computing on real-time data processingEthical considerations and potential risks of advanced AIFuture marketing strategies driven by AI capabilitiesThe importance of maintaining trust and transparency with customersTune in to explore the future of AI in marketing and the profound changes it promises.About Steven Millman Executive, Award-Winning Researcher/Data Scientist, Innovator, Inventor & Coffee Snob. Throughout Steve's career he's had a focus on quantitative/statistical analysis, survey design, research design, AI/ML, and other applied research techniques. Steven is presently serving as Global Head of Research and Data Science at Dynata, the world's sixth largest market research company where he leads a team of over 100 researchers and data scientists. Steven is a frequent speaker and author, multiple Ogilvy award winner, patent holder, and recipient of the prestigious Chairman's Prize from the Publishing & Data Research Forum. Steven serves as a member of the Board of Trustees for the Advertising Research Foundation, the ARF.Links Full show notes: Unicorny.co.uk  LinkedIn: Steven Millman | Dom Hawes  Website: Dynata Sponsor: SelbeyAnderson  This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacyPodder - https://www.podderapp.com/privacy-policyChartable - https://chartable.com/privacy

Discover the future of marketing with Dom Hawes and guest Steven Millman as they discuss the implications of quantum computing and advanced AI. Learn how these technologies will transform creative development, hyper-personalization, and real-time data processing, impacting the marketing industry profoundly. Here are some of the key points you can expect to learn:Potential of quantum computing to enhance AI capabilities and efficiencyInfluence of advanced AI on creative development and advertisingEthical considerations and responsibilities in using these powerful technologiesFuture of hyper-personalized marketing messagesStay with us for more on how these innovations will reshape marketing.About Steven Millman Executive, Award-Winning Researcher/Data Scientist, Innovator, Inventor & Coffee Snob. Throughout Steve's career he's had a focus on quantitative/statistical analysis, survey design, research design, AI/ML, and other applied research techniques. Steven is presently serving as Global Head of Research and Data Science at Dynata, the world's sixth largest market research company where he leads a team of over 100 researchers and data scientists. Steven is a frequent speaker and author, multiple Ogilvy award winner, patent holder, and recipient of the prestigious Chairman's Prize from the Publishing & Data Research Forum. Steven serves as a member of the Board of Trustees for the Advertising Research Foundation, the ARF.Links Full show notes: Unicorny.co.uk  LinkedIn: Steven Millman | Dom Hawes  Website: Dynata Sponsor: SelbeyAnderson  This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacyPodder - https://www.podderapp.com/privacy-policyChartable - https://chartable.com/privacy

Welcome back to Unicorny! In this episode, host Dom Hawes continues his discussion with psychologist Simon Hartley, focusing on how to reignite enthusiasm in marketing teams. Building on the PEAR framework discussed in part one, Simon provides practical advice on creating a motivating work environment. They also explore Simon's book "Two Lengths of the Pool," offering insights into focus and task simplification to boost performance. Learn how to tailor motivational strategies to fit your team and enhance overall job satisfaction.Learn practical steps to implement the PEAR framework.Understand the importance of focus and task simplification.Discover how to create a motivating environment tailored to your team.Gain insights into maintaining a balanced and motivated team.Find out how to build a happier, more productive marketing team with actionable strategies.About Simon HartleySimon Hartley is a globally respected sport psychology consultant and performance coach. For over 25 years, Simon has worked with gold medallists, world record holders, world champions, top five world-ranked professional athletes, Olympians and championship winning teams. Since 2011, Simon has published twelve books, including Stronger Together; How Great Teams Work, Peak Performance Every Time and Motivation is P.E.A.R. Shaped.During the last 20 years, Simon has also applied the principles of sport psychology to business, education, healthcare and the charity sector. This has included projects with some of the world's leading corporations and foremost executives. He is also an award winning international professional speaker, delivering keynotes throughout the world.For more information on Simon, please visit www.be-world-class.comLinks Full show notes: Unicorny.co.uk LinkedIn: Simon Hartley | Dom Hawes Website: be worldclassSponsor: Selbey Anderson This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacyPodder - https://www.podderapp.com/privacy-policyChartable - https://chartable.com/privacy

In this episode of Unicorny, host Dom Hawes addresses the troubling issue of job satisfaction among marketers. With the help of Simon Hartley, an esteemed author and sports psychologist, they explore why only half of marketers enjoy their work. Simon provides practical advice on enhancing team motivation and personal job fulfilment using his PEAR framework—Purpose, Enjoyment, Achievement, and Recognition. Learn how to create a more fulfilling work environment and improve overall team performance.Understand why job satisfaction matters in marketing.Learn about Simon Hartley's PEAR framework for motivation.See how principles from sports psychology can be applied to business.Discover practical steps to improve work environment and team motivation. Find out how to foster happier, more motivated marketing teams and apply these insights to your organisation.About Simon HartleySimon Hartley is a globally respected sport psychology consultant and performance coach. For over 25 years, Simon has worked with gold medallists, world record holders, world champions, top five world-ranked professional athletes, Olympians and championship winning teams. Since 2011, Simon has published twelve books, including Stronger Together; How Great Teams Work, Peak Performance Every Time and Motivation is P.E.A.R. Shaped.During the last 20 years, Simon has also applied the principles of sport psychology to business, education, healthcare and the charity sector. This has included projects with some of the world's leading corporations and foremost executives. He is also an award winning international professional speaker, delivering keynotes throughout the world.For more information on Simon, please visit www.be-world-class.comLinks Full show notes: Unicorny.co.uk LinkedIn: Simon Hartley | Dom Hawes Website: be worldclassSponsor: Selbey Anderson This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacyPodder - https://www.podderapp.com/privacy-policyChartable - https://chartable.com/privacy

In this episode of Unicorny, host Dom Hawes continues his conversation with James Gatoff, Group Chief Marketing and Communications Officer at Lombard International Group. James shares his expertise on integrating marketing with business objectives, leveraging technology for measurable outcomes, the importance of crisis communication and the need for authentic engagement in a global business environment.Aligning marketing efforts with business objectives.Use of dashboards and technology for tracking and measurementBuilding and utilising effective crisis management strategies.Adapting communication strategies for diverse global audiences.Learn how James' strategies can help you enhance your marketing effectiveness and prepare for future challenges. Tune in to gain practical insights and actionable advice.About James GatoffJames is currently the Group Chief Marketing and Communications Officer at Lombard International Group. He is a member of the Group Executive Committee responsible for Global Marketing and Communications. He leads the marketing, brand, corporate communications, media relations, digital media, marketing production, internal communications and the events & sponsorship teams.James has over 20 years' experience in international marketing, communications and business development in Global Financial Services, spanning FTSE100 Insurance, FinTech, Wealth Management and Private Equity.Before joining Lombard International, James was the Group Marketing and Communications Director at FNZ, a global FinTech which powers the wealth management, administration and custodian platforms of major financial institutions (including retail and private banks, asset and wealth managers, insurers and financial adviser groups) across Europe, Asia and Australasia.Prior to FNZ, James was Group Communications Director at Friends Life Group where he led the global communications team (based in the UK, Isle of Man, Luxembourg, Hong Kong, Singapore and Dubai) and overseeing the Group's subsidiary businesses' communications teams. He's experienced in leading large scale organisational change, transformation, commercial development and communication programmes including mergers, acquisitions, divestments and tendering for new business. James has a sales and marketing background and was Head of Business Development responsible for winning, implementing and managing new large corporate partnerships.He's a Freeman of the City of London, Chartered Insurer, an Associate of the Chartered Institute of Insurance and has a BSc (Hons)Business.Links Full show notes: Unicorny.co.uk LinkedIn: James Gatoff | Dom Hawes Website: Lombard International GroupSponsor: Selbey Anderson This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacyPodder - https://www.podderapp.com/privacy-policyChartable - https://chartable.com/privacy

In this episode, Dom Hawes chats with James Gatoff, Group Chief Marketing and Communications Officer of Lombard International Group, about the complexities of marketing in highly regulated, multi-jurisdictional environments. James shares his journey from finance to marketing and discusses the strategic use of technology, cultural nuances, and the importance of a commercial focus in marketing communications. James provides practical advice on integrating video content into marketing strategies and highlights the importance of clear communication and team engagement in achieving marketing success.Marketing in regulated and complex environmentsImportance of cultural understanding in international teams.Building and utilising in-house video production.Maintaining a commercial focus in all marketing efforts.Tune in to learn how you can apply these strategies to better your marketing game.About James GatoffJames is currently the Group Chief Marketing and Communications Officer at Lombard International Group. He is a member of the Group Executive Committee responsible for Global Marketing and Communications. He leads the marketing, brand, corporate communications, media relations, digital media, marketing production, internal communications and the events & sponsorship teams.James has over 20 years' experience in international marketing, communications and business development in Global Financial Services, spanning FTSE100 Insurance, FinTech, Wealth Management and Private Equity.Before joining Lombard International, James was the Group Marketing and Communications Director at FNZ, a global FinTech which powers the wealth management, administration and custodian platforms of major financial institutions (including retail and private banks, asset and wealth managers, insurers and financial adviser groups) across Europe, Asia and Australasia.Prior to FNZ, James was Group Communications Director at Friends Life Group where he led the global communications team (based in the UK, Isle of Man, Luxembourg, Hong Kong, Singapore and Dubai) and overseeing the Group's subsidiary businesses' communications teams. He's experienced in leading large scale organisational change, transformation, commercial development and communication programmes including mergers, acquisitions, divestments and tendering for new business. James has a sales and marketing background and was Head of Business Development responsible for winning, implementing and managing new large corporate partnerships.He's a Freeman of the City of London, Chartered Insurer, an Associate of the Chartered Institute of Insurance and has a BSc (Hons)Business.Links Full show notes: Unicorny.co.uk LinkedIn: James Gatoff | Dom Hawes Website: Lombard International GroupSponsor: Selbey Anderson This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacyPodder - https://www.podderapp.com/privacy-policyChartable - https://chartable.com/privacy

In this second part of our discussion with Blair Enns, we explore the internal dynamics that influence agency-client relationships. Host Dom Hawes and Blair continue to discuss balancing efficiency and innovation, focusing on how departmental goals can conflict with overarching business objectives. They examine bounded rationality, the inefficiency principle, and the role of leadership in fostering a culture that supports both operational efficiency and creative innovation. Blair introduces his upcoming book, which outlines four key conversations that can help frame the process of selling expertise and ensuring effective client relationships.What you'll get from this episode:Understanding the impact of departmental silos.Strategies for effective agency-client relationships.The importance of aligning business goals across departments.How leadership can drive cultural change for better innovation.Join us for practical insights on creating value-driven partnerships that foster innovation and drive business success.About Blair EnnsBlair is the founder of Win Without Pitching, the sales training program for expert advisors, and the author of three books on selling and pricing. The Four Conversations: A New Model for Selling Expertise is available from Gegen Press on Amazon in September, 2024.Pricing Creativity: A Guide to Profit Beyond the Billable Hour (2018) is available at pricingcreativity.com. The Win Without Pitching Manifesto (2010) is available on Amazon.Links Full show notes: Unicorny.co.uk LinkedIn: Blair Enns | Dom Hawes Website: Win Without PitchingSponsor: Selbey Anderson This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacyPodder - https://www.podderapp.com/privacy-policyChartable - https://chartable.com/privacy

Today's episode of Unicorny tackles the complex dynamics between brand marketers and creative agencies, focusing on the dysfunctional commercial relationships that have emerged over recent years. Host Dom Hawes is joined by Blair Enns, founder of “Win Without Pitching”. They explore how procurement practices and outdated commercial models hinder innovation and value creation. Blair offers insights into redefining these relationships to foster mutual success. Challenges in the client-agency commercial model. The impact of procurement on creativity.Shifting focus from outputs to business outcomes.Balancing efficiency and innovation.Tune in to understand how to build stronger, more effective relationships between marketers and agencies, ensuring sustainable success for both parties.About Blair EnnsBlair is the founder of Win Without Pitching, the sales training program for expert advisors, and the author of three books on selling and pricing. The Four Conversations: A New Model for Selling Expertise is available from Gegen Press on Amazon in September, 2024.Pricing Creativity: A Guide to Profit Beyond the Billable Hour (2018) is available at pricingcreativity.com. The Win Without Pitching Manifesto (2010) is available on Amazon.Links Full show notes: Unicorny.co.uk LinkedIn: Blair Enns| Dom Hawes Website: Win Without PitchingSponsor: Selbey Anderson This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacyPodder - https://www.podderapp.com/privacy-policyChartable - https://chartable.com/privacy

Welcome back to Unicorny! In this episode, Dom Hawes continues his chat with Andrew Davies, a CMO and serial entrepreneur. Andrew shares his thoughts on how to integrate value-based pricing, the importance of packaging, methods for retaining customers in the competitive SaaS landscape, and the concept of thesis-driven marketing. Understanding the impact of frequent pricing and packaging experiments on growth Key elements of effective value-based pricing Methods for managing packaging to optimize customer acquisition and retention The role of self-serve models in modern SaaS businesses The importance of having a clear thesis to guide marketing efforts Discover why these tactics can be powerful levers for growth and how frequent experimentation can significantly impact revenue. About Andrew Davies Andrew serves Paddle.com as Chief Marketing Officer. Paddle has raised over $295m to build out the complete payments infrastructure for high growth software companies, currently serving over 4000 customers. After the acquisition of ProfitWell in 2022, Paddle also has the industry-leading Pricing team, Retention product, and a SaaS Metrics platform used by around 30,000 businesses. Previously Andrew led global demand, digital and brand at Optimizely - after it acquired the business he co-founded, Idio.ai. During his time at Optimizely, they integrated 5 acquisitions, rebranded the entire company, and grew pipeline and sales significantly. As co-founder and CMO, he helped build Idio from scratch to a market-leader in B2B content personalization, raising $13m+ and serving enterprise clients including Pegasystems, BNY Mellon and IBM. Andrew also advises SaaS scale-ups, and sits on the board of Ninety, an agile digital transformation consultancy which serves the insurance industry and gives 90% of distributable profits to alleviate global poverty. He lives with his wife and two children in the Devonshire (UK) countryside. Links  Full show notes: Unicorny.co.uk  LinkedIn: Andrew Davies | Dom Hawes  Website: Paddle Sponsor: Selbey Anderson  This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacyPodder - https://www.podderapp.com/privacy-policyChartable - https://chartable.com/privacy

In this episode of Unicorny, host Dom Hawes speaks with Andrew Davies, Chief Marketing Officer at Paddle, about integrating entrepreneurial principles into marketing strategies. Andrew discusses the benefits of approaching marketing with the mindset of a startup founder, comparing the methodologies of venture capital and private equity, and stressing the importance of growth and innovation. He shares his journey from launching multiple startups to leading marketing at Paddle, and provides strategies for managing mergers and acquisitions, scaling businesses internationally, and overcoming market-specific challenges. Discover how to reframe your marketing plan with an entrepreneurial approach. Understand the differences between venture capital and private equity growth strategies. Learn the value of experimentation in driving marketing success. Get tips on handling mergers and acquisitions and integrating diverse business cultures. Explore methods for scaling internationally and tackling market challenges. Don't miss this opportunity to gain actionable strategies and valuable lessons from Andrew Davies that can elevate your marketing efforts and drive growth. About Andrew Davies Andrew serves Paddle.com as Chief Marketing Officer. Paddle has raised over $295m to build out the complete payments infrastructure for high growth software companies, currently serving over 4000 customers. After the acquisition of ProfitWell in 2022, Paddle also has the industry-leading Pricing team, Retention product, and a SaaS Metrics platform used by around 30,000 businesses. Previously Andrew led global demand, digital and brand at Optimizely - after it acquired the business he co-founded, Idio.ai. During his time at Optimizely, they integrated 5 acquisitions, rebranded the entire company, and grew pipeline and sales significantly. As co-founder and CMO, he helped build Idio from scratch to a market-leader in B2B content personalization, raising $13m+ and serving enterprise clients including Pegasystems, BNY Mellon and IBM. Andrew also advises SaaS scale-ups, and sits on the board of Ninety, an agile digital transformation consultancy which serves the insurance industry and gives 90% of distributable profits to alleviate global poverty. He lives with his wife and two children in the Devonshire (UK) countryside. Links  Full show notes: Unicorny.co.uk  LinkedIn: Andrew Davies | Dom Hawes  Website: Paddle Sponsor: Selbey Anderson  This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacyPodder - https://www.podderapp.com/privacy-policyChartable - https://chartable.com/privacy

Welcome to part two of our myth-debunking session with Dale W. Harrison, where we explore the realities of demand creation in marketing. Dale, a polymath with a broad view of business, explains why performance marketing is flawed and introduces the 95/5 rule, which outlines the natural buying cycles of customers. Understand the 95/5 rule and its implications for demand creation.Learn why brand marketing matters even when customers aren't in the market.Explore the pitfalls of using ROI as the sole metric for marketing effectiveness.Find out how marketing enhances sales efficiency and shortens sales cycles.Listen now to transform your approach to B2B marketing and make your efforts truly count.About Dale W. Harrison Dale W. Harrison is a senior executive with more than 20 years of international experience in the biotech industry. Experienced with venture-backed early-stage and mid-sized growth phase companies in the areas of executive leadership roles, operations management, technology development, and commercial development. Links  Full show notes: Unicorny.co.uk  LinkedIn: Dale W. Harrison | Dom Hawes  Website: Inforda Life Science Services Sponsor: Selbey Anderson  This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacyPodder - https://www.podderapp.com/privacy-policyChartable - https://chartable.com/privacy

Curious about why "demand creation" might be a ‘lie' or a myth? In this episode, Dale W. Harrison challenges conventional marketing wisdom by arguing that demand cannot be created but only captured. We discuss real-world examples like the iPhone and the Apple Newton to illustrate the differences between capturing existing demand and the futility of trying to create it. You'll also hear about the importance of strategic branding and the pitfalls of relying solely on lead generation. Learn about:Why capturing demand is more realistic than creating it.The significance of strategic branding in consumer trust and loyalty.The dangers of focusing too much on short-term metrics.Ready to rethink your approach to marketing? Listen to this episode and discover strategies that could reshape your perspective and boost your marketing effectiveness.About Dale W. Harrison Dale W. Harrison is a senior executive with more than 20 years of international experience in the biotech industry. Experienced with venture-backed early-stage and mid-sized growth phase companies in the areas of executive leadership roles, operations management, technology development, and commercial development. Links  Full show notes: Unicorny.co.uk  LinkedIn: Dale W. Harrison | Dom Hawes  Website: Inforda Life Science Services Sponsor: Selbey Anderson  This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacyPodder - https://www.podderapp.com/privacy-policyChartable - https://chartable.com/privacy

In this special episode of Unicorny, we're gearing up for B2B Ignite, the business marketing conference taking place on July 3rd at 133 Houndsditch in the City of London. Dom Hawes, your host, talks to Richard O'Connor, CEO of B2B Marketing, about the Propolis Community Index and the key trends shaping business marketing. We dive into insights on budget allocations, customer growth, and the evolving structure of marketing teams. Plus, get a sneak peek at what's in store at B2B Ignite, including must-attend sessions and keynotes.Introduction to B2B Ignite: Overview of the conference details, including date, location, and how to book tickets.Propolis Community Index: Explanation of the index, its real-time data collection methods, and the value it provides to the marketing community.Marketing Trends: Insights into budget increases, ROI responsibilities, customer growth, and attrition rates.Organisational Changes: Discussion on centralisation trends, headcount shifts, and the impact on marketing teams.Event Highlights: Detailed agenda for B2B Ignite, including keynotes by Rachel Fairley and Sarah Robb, and a closing keynote by Mark Grist.This episode is packed with valuable insights for business marketers looking to stay ahead of industry trends and make informed decisions. Whether you're attending B2B Ignite or not, the Propolis Community Index data and expert analysis from Richard O'Connor offer actionable takeaways to enhance your marketing activity.About Richard O'ConnorRichard's career spans B2B and B2C media, events and SaaS. He has run commercial teams at several leading private and public businesses, including Centaur,  The Independent Newspaper, UBM, Informa and RELX. He also led a multi-year commercial transformation programme for UBM, which involved the design and delivery of a sales and marketing operating model in EMEA, Asia and the US. He was also part of the integration team following the acquisition of UBM by Informa. Richard currently leads B2B Marketing, a Community Intelligence business with a portfolio of specialist conferences, awards, marketing services and Propolis - the multi-award winning global community for B2B Marketing Leaders. Launched in 2021, Propolis has grown rapidly into the go-to community for many of the world's leading B2B brands.Links B2B Ignite ticketsFull show notes: Unicorny.co.uk Web links: B2B Ignite | PropolisSponsor: Selbey AndersonEpisode outlineEpisode Overview and Guest IntroductionUnderstanding the Propolis Community IndexBudget, Spend, and ROI TrendsCustomer Growth and Attrition RatesMarketing Trends and Budget AllocationUse of Agencies and External PartnersChanges in Customer TenureOrganisational Structure and CentralisationHiring and Attrition TrendsKey Takeaways from the Propolis IndexB2B Ignite Conference AgendaFinal Thoughts and Event HighlightsThis podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacyPodder -...

In this episode of Unicorny, Dom Hawes continues his conversation with Maya Price, SAP's Global Head: Field Marketing Event Management. They discuss the balance between standardisation and customisation in field marketing, focusing on creating global consistency while maintaining local relevance. Maya shares practical advice on optimising resources, the importance of continuous learning, and effective leadership strategies to manage resistance to change. Key Takeaways: Benefits and drawbacks of standardisation versus customisation in marketing activities. Techniques for balancing global efficiency with local effectiveness. Importance of continuous feedback and learning in maintaining relevance and improving performance. Practical advice on managing change and encouraging innovation within marketing teams. Listen to learn how to enhance your field marketing efforts by leveraging both global strategies and local insights. About Maya Price Maya Price is the Global Head of Field Marketing Event Management at SAP, where she leads a vibrant community of regional event teams. With a sharp focus on the standardisation and optimisation of SAP's flagship events, Maya's role is instrumental in creating best practices that are adopted across regions. She brings user cases, innovation, and fresh ideas to the forefront of the teams' endeavours, ensuring a balance between standardisation and localisation, always keeping the customer at the heart of everything. A seasoned marketing professional with over 21 years at SAP, Maya has accumulated a vast and diverse range of experience. She has held senior marketing positions in the UK and across Africa, contributing significantly to SAP's growth and success in these regions. Before relocating to the UK in 2015, Maya was an integral part of the Africa marketing team, overseeing cloud offerings, channel, and partner marketing. Her journey at SAP began in the events sphere, where her passion for marketing and events was first ignited. Maya is deeply passionate about marketing, with a particular interest in creating customised experiences that resonate with customers on a personal level. She is keenly aware of the evolving landscape of customer needs and strives to engage with them in sincere, human, and authentic ways. In addition to her professional achievements, Maya is dedicated to nurturing her teams, encouraging them to bring their authentic selves to work. She firmly believes in the “lead from behind” style of leadership, fostering an environment where her team members can thrive and innovate. Before joining SAP, Maya owned an events company, where she successfully managed major corporate events in South Africa. Maya's rich background in event management and marketing, combined with her passion for creating meaningful customer experiences and fostering team authenticity, makes her a distinguished leader in her field. Links  Full show notes: Unicorny.co.uk  LinkedIn: Maya Price | Dom Hawes  Website: SAP Sponsor: Selbey Anderson  This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacyPodder - https://www.podderapp.com/privacy-policyChartable - https://chartable.com/privacy

Join Maya Price, SAP's global head of field marketing and event management, to take a peek behind the scenes of field marketing. Learn how she connects brands with customers, navigates the shift from regional to global roles, and strikes the perfect balance between local flair and global consistency. Get ready for practical tips on crafting events that truly resonate, building trust within your team, and turning real-time customer feedback into winning strategies. How field marketing bridges the gap with customers. Maya's journey from regional to global marketing leadership. Balancing local personalisation with global brand consistency. Fostering trust and open communication in marketing teams. Creating events that captivate and deliver real value. Stay tuned for part two, where we tackle the great debate: standardisation vs. customisation in events. About Maya Price Maya Price is the Global Head of Field Marketing Event Management at SAP, where she leads a vibrant community of regional event teams. With a sharp focus on the standardisation and optimisation of SAP's flagship events, Maya's role is instrumental in creating best practices that are adopted across regions. She brings user cases, innovation, and fresh ideas to the forefront of the teams' endeavours, ensuring a balance between standardisation and localisation, always keeping the customer at the heart of everything. A seasoned marketing professional with over 21 years at SAP, Maya has accumulated a vast and diverse range of experience. She has held senior marketing positions in the UK and across Africa, contributing significantly to SAP's growth and success in these regions. Before relocating to the UK in 2015, Maya was an integral part of the Africa marketing team, overseeing cloud offerings, channel, and partner marketing. Her journey at SAP began in the events sphere, where her passion for marketing and events was first ignited. Maya is deeply passionate about marketing, with a particular interest in creating customised experiences that resonate with customers on a personal level. She is keenly aware of the evolving landscape of customer needs and strives to engage with them in sincere, human, and authentic ways. In addition to her professional achievements, Maya is dedicated to nurturing her teams, encouraging them to bring their authentic selves to work. She firmly believes in the “lead from behind” style of leadership, fostering an environment where her team members can thrive and innovate. Before joining SAP, Maya owned an events company, where she successfully managed major corporate events in South Africa. Maya's rich background in event management and marketing, combined with her passion for creating meaningful customer experiences and fostering team authenticity, makes her a distinguished leader in her field. Links  Full show notes: Unicorny.co.uk  LinkedIn: Maya Price | Dom Hawes  Website: SAP Sponsor: Selbey Anderson  This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacyPodder - https://www.podderapp.com/privacy-policyChartable - https://chartable.com/privacy

Discover the keys to effective product positioning with April Dunford, one of the leading experts in the field. In this episode, April reveals how to harness the power of internal knowledge to understand competition, customer needs, and the value of your offerings. Learn why traditional customer feedback can mislead and find out the right questions to ask for actionable insights. How to leverage your sales team for competitive insights. The importance of understanding customers' pain points. Key strategies to differentiate your product from competitors. Join us to refine your positioning and resonate deeply with your target audience. Listen now to transform your marketing approach and drive business success. About April Dunford April Dunford is the world's foremost authority on product positioning. As a consultant, April helps companies make complex products easy to understand and love. Boasting an impressive 25-year career as a VP Marketing at various rapidly developing technology firms, she has collaborated with hundreds of growing technology companies such as Google, Epic Games, Postman, and others. April is also the acclaimed author of the best-selling book, "Obviously Awesome," which delves into the art of positioning and the future sales classic, "Sales Pitch," which unveils the secrets to crafting a winning sales narrative in the market. Links  Full show notes: Unicorny.co.uk  LinkedIn: April Dunford | Dom Hawes  Website: April Dunford© Sponsor: Selbey Anderson  This podcast uses the following third-party services for analysis: Podder - https://www.podderapp.com/privacy-policyChartable - https://chartable.com/privacy

In this episode of Unicorny, Dom Hawes speaks with April Dunford, a leading expert in B2B tech marketing and the author of "Obviously Awesome" and "Sales Pitch". They explore the complexities of effective product positioning. April highlights typical pitfalls, such as the shortcomings of traditional positioning statements and the critical nature of understanding the knowledge gap between existing customers and new prospects. This episode provides actionable strategies for rethinking positioning to ensure your product is clear and compelling. Learn the five crucial components of effective positioning. Understand why traditional positioning statements are often inadequate. Discover how to identify and address gaps in your product positioning. Gain tips on creating a clear and compelling value proposition. Hear examples of successful repositioning strategies. Don't miss these practical strategies to improve your product positioning and achieve market success. Listen now to elevate your marketing approach. About April Dunford April Dunford is the world's foremost authority on product positioning. As a consultant, April helps companies make complex products easy to understand and love. Boasting an impressive 25-year career as a VP Marketing at various rapidly developing technology firms, she has collaborated with hundreds of growing technology companies such as Google, Epic Games, Postman, and others. April is also the acclaimed author of the best-selling book, "Obviously Awesome," which delves into the art of positioning and the future sales classic, "Sales Pitch," which unveils the secrets to crafting a winning sales narrative in the market. Links  Full show notes: Unicorny.co.uk  LinkedIn: April Dunford | Dom Hawes  Website: April DunfordSponsor: Selbey Anderson  This podcast uses the following third-party services for analysis: Podder - https://www.podderapp.com/privacy-policyChartable - https://chartable.com/privacy

In part two of Rachel Fairley's discussion with Duncan Daines, Head of Engagement at Gama Aviation, she explores the intricacies of growing market share and connecting marketing to business outcomes. Duncan shares his unique approach to achieving commercial success through strategic thinking and adaptable marketing strategies. The importance of blending organic growth and M&A strategies. How to stay agile and avoid complacency in long-term contracts. The evolving role of marketing and its connection to commercial outcomes. Leveraging diverse teams and expertise to achieve business goals. Join us to learn how to align marketing efforts with overarching business objectives for sustained growth.About Duncan Daines Duncan Daines is a proven, competent professional with 27 years of experience working with Chief Executives and Business Leaders in various roles to deliver change initiatives and growth in key segments. Key achievements to date within Duncan's current role include: Working with the CEO & COO to develop and deliver a post-COVID-19 growth strategy, leading to a 33% ($55.1M) increase in GP for FY22. Leading an organisational change programme supporting the focus strategy, resulting in three SBUs. Leading and winning a £65M 7-year contract in a key growth sector for Gama Aviation's Special Mission SBU. Leading the company's approach to GHG reduction, including devising Project Element Six, the pathway to net Zero. To achieve this, and by his nature, Duncan likes to form teams, binding complementary skills around him to deliver complex programmes. His leadership style has been described as ‘quietly driven,' reflecting a tendency to actively listen, ask pertinent questions to cross-check his understanding, and then formulate a view with his team on a particular problem or challenge. Working with Executive teams, Duncan recognizes the need for managing upwards and continual communication during change programmes. Links  Full show notes: Unicorny.co.uk  LinkedIn: Duncan Daines | Rachel Fairley  Website: Gama Aviation Sponsor: Selbey Anderson  This podcast uses the following third-party services for analysis: Podder - https://www.podderapp.com/privacy-policyChartable - https://chartable.com/privacy