Have you considered how enhanced leadership techniques can enable more agile market responses? Or how your team could manage uncertainty through innovative management models?In this episode you'll hear:Further exploration of leadership roles in Beyond BudgetingStrategies for fostering organizational adaptabilityTechniques for sustaining business performance in unpredictable marketsMethods to align corporate strategies with real-time market conditionsThis session offers practical strategies to help your team stay ahead in today’s dynamic markets. Curious about how to implement these adaptive management techniques? Press play and shift your strategic approach from reactive to proactive!About Steve MorlidgeSteve Morlidge has 30 years of practical experience in designing and running performance management systems in Unilever, including three years as the lead of a global change project. He is a former chairman of the European Beyond Budgeting Round Table and now works as a management thinker, writer and speaker, drawing on his years of experience at the leading edge of performance management thought and practice. Steve Morlidge published Future Ready: How to Master Business Forecasting, John Wiley, 2010, ‘The Little Book of Beyond Budgeting’, ‘The Little Book of Operational Forecasting’, ‘Present Sense’ in 2017, 2018 and 2020 respectively. ‘Zen and the Art of Organising Work: The Hidden Anatomy of Effective Organisations…Using Systems Thinking to Unlock Nature’s Secrets’ was published in April 2021 and 2023 saw the publication of ‘Cost Matters’ and most recently he helped author ‘The Viable Map Workbook’ which sets out a practical methodology to help people put the principles of Beyond Budgeting to work in organisations. He is on the editorial board of Foresight, a forecasting practitioner’s journal published by the International Institute of Forecasting to which he regularly contributes. He is also a cofounder of CatchBull, a supplier of forecasting performance management software and sits on the advisory board of the Beyond Budgeting Institute. Steve completed his BA at Durham University and is a qualified management accountant (CIMA). He has a PhD from Hull Business School studying the application of systems concepts to the design of complex organizations and is a visiting fellow at Cranfield University and visiting Professor at BPP University. Outside work Steve has three children and is currently a proud grandfather times three. But he has never been able to sustain interest in anything long enough to call it a hobby which he likes to think is a sign of a restless enquiring mind…although his wife has a different interpretation. Links Full show notes: Unicorny.co.uk  LinkedIn: Dr Steve Morlidge | Dom Hawes  Website: Satori PartnersBook: The little Book of Beyond Budgeting by Steve Morlidge, use code UNICORNY25 for 25% off!Sponsor: Selbey Anderson  This podcast uses the following third-party services for analysis: Podder - https://www.podderapp.com/privacy-policyChartable - https://chartable.com/privacy

The traditional approach to budgeting is broken. Worse. Budgeting builds dysfunction into business and into your marketing department. There is a better way.This week, we meet Dr Steve Morlidge, thinker, speaker, author of The Little Book of Beyond Budgeting and chair of the European Beyond Budgeting Round table.Traditional marketing budgeting limits a marketer’s ability to adapt to rapid market changes. This inflexibility, combined with a focus on short-term targets, can lead to inefficient spending—where budgets are used up to secure future funds rather than drive meaningful growth. The conventional process also discourages innovation by penalising risk-taking, essential for breaking new ground in marketing strategies.Discover Flexible Budgeting Approaches: Learn how to move beyond the traditional, restrictive budgeting models to embrace more dynamic and adaptive financial planning strategies that align with fast-changing market conditions.Enhance Innovation and Risk-Taking: Gain insights into how shifting away from a rigid budgetary focus can encourage innovation and risk-taking in marketing strategies, leading to greater creative freedom and potential breakthroughs in the market.Optimise Resource Allocation: Understand methods to avoid wasteful spending and optimise marketing budgets, ensuring that resources are used efficiently to maximize impact and ROI in your campaigns.Steve has many answers... this epsiode might just hold the key to your future success?About Steve MorlidgeSteve Morlidge has 30 years of practical experience in designing and running performance management systems in Unilever, including three years as the lead of a global change project. He is a former chairman of the European Beyond Budgeting Round Table and now works as a management thinker, writer and speaker, drawing on his years of experience at the leading edge of performance management thought and practice. Steve Morlidge published Future Ready: How to Master Business Forecasting, John Wiley, 2010, ‘The Little Book of Beyond Budgeting’, ‘The Little Book of Operational Forecasting’, ‘Present Sense’ in 2017, 2018 and 2020 respectively. ‘Zen and the Art of Organising Work: The Hidden Anatomy of Effective Organisations…Using Systems Thinking to Unlock Nature’s Secrets’ was published in April 2021 and 2023 saw the publication of ‘Cost Matters’ and most recently he helped author ‘The Viable Map Workbook’ which sets out a practical methodology to help people put the principles of Beyond Budgeting to work in organisations. He is on the editorial board of Foresight, a forecasting practitioner’s journal published by the International Institute of Forecasting to which he regularly contributes. He is also a cofounder of CatchBull, a supplier of forecasting performance management software and sits on the advisory board of the Beyond Budgeting Institute. Steve completed his BA at Durham University and is a qualified management accountant (CIMA). He has a PhD from Hull Business School studying the application of systems concepts to the design of complex organizations and is a visiting fellow at Cranfield University and visiting Professor at BPP University. Outside work Steve has three children and is currently a proud grandfather times three. But he has never been able to sustain interest in anything long enough to call it a hobby which he likes to think is a sign of a restless enquiring mind…although his wife has a different interpretation. Links Full show notes: Unicorny.co.uk  LinkedIn: Dr Steve Morlidge |

In today's episode, part two of our discussion with Adrian Coxon, we explore how marketing drives product innovation and brand competitiveness in B2B. Adrian provides practical ways of using customer feedback and competitive analysis to improve market presence.Learn how marketing teams can better represent customer needs in product development.Find ways of improving brand recognition in a competitive market.Understand the importance of comprehensive market research.Recognise the importance of engaging with local communities to boost brand image and relevance.Learn how embracing AI and community engagement can enhance your marketing effectiveness and customer satisfaction.About Adrian Coxon Operating at board level with a successful track record of building global brands and delivering revenue growth for financial services, e-commerce and tech companies. Adrian likes to use a customer-centric, data-driven approach that translates into innovative and authentic advertising campaigns, driving value across the entire customer lifecycle.  Adrian’s real focus is on strong relationships - when you inspire the right people with a clear vision and empower them to deliver change then great things happen. Links  Full show notes: Unicorny.co.uk  LinkedIn: Adrian Coxon | Dom Hawes  Website: Exante Sponsor: Selbey Anderson  Episode outlineThe role of marketing in organizational valueThe importance of understanding customer needsInnovation and AI in marketingThe impact of community engagement on brandingEthical considerations in marketing spendBuilding brand identity through local engagement1The effectiveness of engaging locally versus global campaignsShifts in media consumption and advertising post-COVIDLong-term customer relationship managementThe strategic advantage of building strong brand equityThis 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 and guest Adrian Coxon, CMO of Exante, address the ongoing challenge of marketing being undervalued in businesses. The evidence? Many marketers are paid less than their peers.So how do you boost the redress the imbalance? Understand the implications of short-term focus versus long-term strategy in marketing and how it affects how other internal stakeholders view marketing. Recognise the importance of the CMO’s role in aligning marketing's activity with business success.Find ways to demonstrate value beyond immediate ROI to foster long-term brand equity. Learn to manage internal perceptions of marketing to enhance your departmental value and influence. Why listen? Like all Unicorny output, you'll gain actionable advice from someone like you who's dealing the same issues as you.About Adrian Coxon Operating at board level with a successful track record of building global brands and delivering revenue growth for financial services, e-commerce and tech companies. Adrian likes to use a customer-centric, data-driven approach that translates into innovative and authentic advertising campaigns, driving value across the entire customer lifecycle.  Adrian’s real focus is on strong relationships - when you inspire the right people with a clear vision and empower them to deliver change then great things happen. Links  Full show notes: Unicorny.co.uk  LinkedIn: Adrian Coxon | Dom Hawes  Website: Exante Sponsor: Selbey Anderson  Episode outlineIntroduction to the theme: Is marketing undervalued?Adrian Coxon's journey and the financial evaluation of marketing roles.Insights on the evolution of marketing and its significance.Discussion on switching from agency to client side for better valuation.The challenges of digital-focused ROI in marketing.Exploring the balance between innovation and efficiency in marketing.Strategies to enhance the recognition and remuneration of marketing teams.Marketing's role in managing the customer experience lifecycle.Long-term strategic planning and overcoming short-term constraints.The critical role of the CMO in defining and steering brand objectives.This podcast uses the following third-party services for analysis: Podder - https://www.podderapp.com/privacy-policyChartable - https://chartable.com/privacy

Join Dom Hawes and Phil Barden as they continue their exploration of decision science in B2B marketing. Discover how subtle elements like perception and pricing can significantly influence buyer decisions. Learn how distinctive branding and pricing strategies can optimize the decision-making process. Learn about aligning explicit and implicit customer goalsThe episode details how (B2B) marketers can utilise behavioural insights to modify customer behaviour without changing underlying beliefs and how to use past customer actions to guide future decisions.About Phil Barden Phil has over 25 years client-side brand management experience (Unilever, Diageo and T-Mobile). Whilst responsible for T-Mobile’s brand positioning and development around Europe he became a client of DECODE marketing consultancy and first encountered 'decision science’. DECODE’s work led to the Liverpool St flash mob ˈdanceˈ ad which increased T-Mobile sales by 49% and further work halved customer churn. This epiphanal moment led Phil to set up DECODE in the UK.  Author of ‘Decoded. The Science Behind Why We Buy’ and a Fellow of The Marketing Society, Phil works with many clients and agencies in the application of decision science to day-to-day brand and shopper marketing activities. Links  Full show notes: Unicorny.co.uk  LinkedIn: Phil Barden | Dom Hawes  Website: Decode Marketing  Sponsor: Selbey Anderson   Episode outline The Decision Interface  Influencing Decision Making  Changing Behaviour without Changing Minds  Leveraging Goals and Motivations  Brand Goals and Propositions  Persil Brand Proposition  Understanding Human Behaviour  Implicit Goals in B2B Marketing  Customer Understanding and Goal-Driven Marketing This podcast uses the following third-party services for analysis: Podder - https://www.podderapp.com/privacy-policyChartable - https://chartable.com/privacy

Join Dom Hawes and Phil Barden in this episode of Unicorny as they dive into the power of decision science in B2B marketing.Understand decision science's role in marketingExplore how scientific principles can be applied to enhance marketing creativity and effectivenessDiscover how behavioural and decision sciences inform marketing strategiesLearn how renowned marketers have successfully applied scientific methods to real-world marketing challengesDelve into case studies demonstrating the tangible benefits of integrating science into marketing effortsThis episode offers a deep dive into how decision science can fundamentally transform marketing approaches, providing listeners with both theoretical insights and practical applications.About Phil BardenPhil has over 25 years client-side brand management experience (Unilever, Diageo and T-Mobile). Whilst responsible for T-Mobile’s brand positioning and development around Europe he became a client of DECODE marketing consultancy and first encountered 'decision science’. DECODE’s work led to the Liverpool St flash mob ˈdanceˈ ad which increased T-Mobile sales by 49% and further work halved customer churn. This epiphanal moment led Phil to set up DECODE in the UK.  Author of ‘Decoded. The Science Behind Why We Buy’ and a Fellow of The Marketing Society, Phil works with many clients and agencies in the application of decision science to day-to-day brand and shopper marketing activities.  Links  Full show notes: Unicorny.co.uk  LinkedIn: Phil Barden | Dom Hawes  Contact Phil Barden: Twitter | Email Website: Decode Marketing  Sponsor: Selbey Anderson  Episode outline Phil Barden's Story and Introduction to Decision Science  Marketing as Behaviour Change  The Role of Science in Marketing  Understanding Decision Making  Understanding System 1 and System 2  The Influence of Context in Marketing  The Neurologic Purchase Decision Equation  Leveraging Neuroscience in Marketing  This podcast uses the following third-party services for analysis: Podder - https://www.podderapp.com/privacy-policyChartable - https://chartable.com/privacy

In this compelling continuation of Unicorny's exploration of AI in marketing, Dom Hawes returns with part two of his discussion with Steven Millman and Jonathan Harris. Building on the insights from part one, this episode delves into the emerging role of personal AI assistants and their potential to revolutionise consumer interaction by removing traditional interfaces. The conversation also covers the broader impacts of AI on revenue models and the digital ecosystem, highlighting both the opportunities and ethical challenges that come with such transformative technology. Don't miss this deep dive into how AI is reshaping not just marketing strategies but also the very fabric of digital engagement.About Jonathan Harris Jonathan is the founder and CEO of Sub(x), a marketing technology provider that uses AI automation to drive revenue, growth and customer acquisition for digital subscription businesses.  A former investment banker at Morgan Stanley and Merrill Lynch, Jonathan launched and exited three previous businesses, and has 10 years’ experience in the application of data science in the marketing technology sector.  Sub(x) is transforming digital marketing using a proprietary self-learning AI autopilot, enabling businesses to optimise their online customer acquisition and revenue without the need for manual testing and experimentation. About Steven Millman Executive, Award-Winning Researcher/Data Scientist, Innovator, Inventor & Coffee Snob. Throughout Steve's career he's had a focus on quantitative/statistical analysis, survey design, research design, AI/ML, and other applied research techniques. Steven is presently serving as Global Head of Research and Data Science at Dynata, the world's sixth largest market research company where he leads a team of over 100 researchers and data scientists. Steven is a frequent speaker and author, multiple Ogilvy award winner, patent holder, and recipient of the prestigious Chairman's Prize from the Publishing & Data Research Forum. Steven serves as a member of the Board of Trustees for the Advertising Research Foundation, the ARF.Links  Full show notes: Unicorny.co.uk  LinkedIn: Jonathan Harris | Steven Millman | Dom Hawes  Website: Sub(x) | Dynata Sponsor: Selbey Anderson  Episode outlineThe Rise of AI Personas  Impact of AI on Marketing and Content Creation  Unintended Consequences of AI  The Illusion of Data Protection  The Impact of GDPR  The Contradictory Nature of Data Privacy  Designing Workflows and Removing Bias Embracing AI and Navigating Ethical Considerations  This podcast uses the following third-party services for analysis: Podder - https://www.podderapp.com/privacy-policyChartable - https://chartable.com/privacy

Join Dom Hawes as he dives deep into the transformative role of AI in marketing with industry experts Steven Millman and Jonathan Harris. Discover the metaphorical shift from "building faster horses" to "creating cars," illustrating how AI is set to revolutionise business practices beyond mere efficiency improvements. The trio discusses the potential of AI to replace traditional marketing processes with innovative models that drastically change how businesses interact with consumers. Tune in to explore how AI is not just accelerating existing processes but creating entirely new pathways for value creation and strategic marketing.About Jonathan Harris Jonathan is the founder and CEO of Sub(x), a marketing technology provider that uses AI automation to drive revenue, growth and customer acquisition for digital subscription businesses.  A former investment banker at Morgan Stanley and Merrill Lynch, Jonathan launched and exited three previous businesses, and has 10 years’ experience in the application of data science in the marketing technology sector.  Sub(x) is transforming digital marketing using a proprietary self-learning AI autopilot, enabling businesses to optimise their online customer acquisition and revenue without the need for manual testing and experimentation. About Steven Millman Executive, Award-Winning Researcher/Data Scientist, Innovator, Inventor & Coffee Snob. Throughout Steve's career he's had a focus on quantitative/statistical analysis, survey design, research design, AI/ML, and other applied research techniques. Steven is presently serving as Global Head of Research and Data Science at Dynata, the world's sixth largest market research company where he leads a team of over 100 researchers and data scientists. Steven is a frequent speaker and author, multiple Ogilvy award winner, patent holder, and recipient of the prestigious Chairman's Prize from the Publishing & Data Research Forum. Steven serves as a member of the Board of Trustees for the Advertising Research Foundation, the ARF.Links Full show notes: Unicorny.co.uk  LinkedIn: Jonathan Harris | Steven Millman | Dom Hawes  Website: Sub(x) | Dynata Sponsor: Selbey Anderson  Episode outlineThe Role of AI in Marketing   Moving from Process-Driven to Outcome-Driven   Reimagining the Marketing Process   Understanding AI Tools and Processes   Identifying Recurrent Problems in AI Implementation   Probabilistic Outputs and Input Quality   Large Language Models and Data Quality   Caution with Synthetic DataThe Irrelevance of Presentation Layer This podcast uses the following third-party services for analysis: Podder - https://www.podderapp.com/privacy-policyChartable - https://chartable.com/privacy

When Michelle Booth joined us in the studio to talk about marketing transformation, product incubation and agile and marketing in action, we closed the show with a discussion around a PEST analysis like we sometimes do (Political, Economic, Social and Technological).Normally we edit the main show down, and we edit these bits down too, to make one crunchy show. But this time around, there was so much good stuff, we decided to roll it in full and turn it into a two part episode with a bonus.I hope you enjoy Michelle's insight!About MichelleA creative business leader with a passion for building exceptional teams with a clear sense of purpose, Michelle Booth currently serves as the Head of Growth and Innovation for Mass Affluent and prior to that in a number of different roles at NatWest, most notably Head of Marketing Strategy and Innovation for NatWest leading the development of the Brand Platform Tomorrow Begins Today, NatWest Thrive with Marcus Rashford and Marketing Director For Bó, NatWest‘s venture to create a neo-bank challenger. Links  Full show notes: Unicorny.co.uk  LinkedIn: Michelle Booth | Dom Hawes  Website: Lloyds Banking Group Sponsor: Selbey Anderson  Episode outlineIntroduction to the Bonus Episode  Impact of Political Events on Marketing  Marketing Strategies in Economic Uncertainty  Hybrid Post-COVID Working Model  The Influence of AI on Marketing  Impact of Walled Garden AI's  Internationalization and Idioms in AI  Language Hops and AI Ethics  Bias in AI Training Data This podcast uses the following third-party services for analysis: Podder - https://www.podderapp.com/privacy-policyChartable - https://chartable.com/privacy

This is part 2 of a two-part (plus bonus) episode in which we met the amazing Michelle Booth, a champion of marketing transformation who thrives leading teams that are agile and empowered. We pick up her story, dealing with heartbreak at Bó, but illustrate how positive people often find new futures, even from an initiative that folds. It's a shame that such a successful product was shelved for reasons other than commercial traction. We also get stuck into re-brands, impactful partnerships and more.About MichelleA creative business leader with a passion for building exceptional teams with a clear sense of purpose, Michelle Booth currently serves as the Head of Growth and Innovation for Mass Affluent and prior to that in a number of different roles at NatWest, most notably Head of Marketing Strategy and Innovation for NatWest leading the development of the Brand Platform Tomorrow Begins Today, NatWest Thrive with Marcus Rashford and Marketing Director For Bó, NatWest‘s venture to create a neo-bank challenger. Links Full show notes: Unicorny.co.uk  LinkedIn: Michelle Booth | Dom Hawes  Website: Lloyds Banking Group Sponsor: Selbey Anderson  Episode outlineIntroduction to Michelle Booth  Transition from Bo to NatWest  Momentum and Culture  Marketing's Role in Business  Impactful Partnerships  Valuable Insights and Bonus Episode  Michelle's Unique Background  Understanding Market Orientation and Differentiation  Leadership and Culture Change This podcast uses the following third-party services for analysis: Podder - https://www.podderapp.com/privacy-policyChartable - https://chartable.com/privacy

Increasingly, I'm seeing that traditional organisational structures are under scrutiny because they're just too slow. But that's not always the case, and today's guest is going to prove it.In this episode we dig into the experience of Michelle Booth, [these days] head of growth, activation, and innovation at Lloyds Bank. Michelle has thrived as an entrepreneur in businesses that many would think are rigid and very hierarchical. If that's you, be prepared to change your view. Drawing from real life experience, including her transformative role at one of the UK's best known high street banks (NatWest), Michelle joins the Unicorny project to talk transformation. About MichelleA creative business leader with a passion for building exceptional teams with a clear sense of purpose, Michelle Booth currently serves as the Head of Growth and Innovation for Mass Affluent and prior to that in a number of different roles at NatWest, most notably Head of Marketing Strategy and Innovation for NatWest leading the development of the Brand Platform Tomorrow Begins Today, NatWest Thrive with Marcus Rashford and Marketing Director For Bó, NatWest‘s venture to create a neo-bank challenger. Links Full show notes: Unicorny.co.uk  LinkedIn: Michelle Booth | Dom Hawes  Website: Lloyds Banking Group Sponsor: Selbey Anderson  Episode outlineThe Need for Innovation and Adaptation  Michelle's Career Journey  Overcoming the Innovator's Dilemma  The Unsexy Subject of Money  Creating Innovative Financial Solutions  Product Design and Market Fit  Pricing Strategy  Incubation Zone and Business Management  Leadership and Psychological Safety  Agile Execution and Strategy This podcast uses the following third-party services for analysis: Podder - https://www.podderapp.com/privacy-policyChartable - https://chartable.com/privacy

Featuring best-selling author, Matt Dixon, this part two of a two-part episode (did you listen to part 1?) that answers the question so many B2B marketers and sales professionals are asking: how come that perfect-fit prospect died?Matt co-authored a book we've mentioned many times on Unicorny; The Jolt Effect.Nothing is more important right now than what you'll find in this book. So, whatever you're doing today, cancel it until you've listened to this episode and read the book. Here's why. If you're in B2B sales and marketing, you've got a pipeline... right now... today... this minute... that's suffering from the curse of the moment; the no-decision sale outcome. No purchase order, no sale, no win. This was already a thing, pre-pandemic, but now it's worse. This pod has answers that might save the sale... and save your bacon too.About Matt Dixon Matt Dixon is one of the world’s foremost experts in business development and customer experience.  Known for his ground-breaking research, he is a frequent contributor to Harvard Business Review and is the author of some of the most important business books of the past decade.  He is a founding partner of DCM Insights, a boutique consultancy focused on using data and research-backed frameworks to help firms attract, retain and grow client relationships. His first book, The Challenger Sale: Taking Control of the Customer Conversation (Portfolio/Penguin 2011), was a #1 Amazon and Wall Street Journal bestseller and has sold nearly a million copies worldwide and has been translated into a dozen languages.  The Challenger Sale has won acclaim as “the most important advance in selling for many years” (SPIN Selling author Neil Rackham) and “the beginning of a wave that will take over a lot of selling organizations in the next decade.” (Business Insider).  He is also the author of The Effortless Experience: Conquering the New Battleground for Customer Loyalty (Portfolio/Penguin 2013), which introduced the concept of customer effort reduction and the Customer Effort Score to companies around the world, as well as

Featuring best-selling author, Matt Dixon, this part one of a two-part episode (part two is available now) that answers the question so many B2B marketers and sales professionals are asking: how come that perfect-fit prospect died?Matt co-authored a book we've mentioned many times on Unicorny; The Jolt Effect.Nothing is more important right now than what you'll find in this book. So, whatever you're doing today, cancel it until you've listened to this episode and read the book. Here's why. If you're in B2B sales and marketing, you've got a pipeline... right now... today... this minute... that's suffering from the curse of the moment; the no-decision sale outcome. No purchase order, no sale, no win. This was already a thing, pre-pandemic, but now it's worse. This pod has answers that might save the sale... and save your bacon too.About Matt Dixon Matt Dixon is one of the world’s foremost experts in business development and customer experience.  Known for his ground-breaking research, he is a frequent contributor to Harvard Business Review and is the author of some of the most important business books of the past decade.  He is a founding partner of DCM Insights, a boutique consultancy focused on using data and research-backed frameworks to help firms attract, retain and grow client relationships. His first book, The Challenger Sale: Taking Control of the Customer Conversation (Portfolio/Penguin 2011), was a #1 Amazon and Wall Street Journal bestseller and has sold nearly a million copies worldwide and has been translated into a dozen languages.  The Challenger Sale has won acclaim as “the most important advance in selling for many years” (SPIN Selling author Neil Rackham) and “the beginning of a wave that will take over a lot of selling organizations in the next decade.” (Business Insider).  He is also the author of The Effortless Experience: Conquering the New Battleground for Customer Loyalty (Portfolio/Penguin 2013), which introduced the concept of customer effort reduction and the Customer Effort Score to companies around the world, as well as

We're going to change things up a little again in this episode. Since December, we've looked at marketing disruptive technologies in a few of our episodes, including two epic shows with the legendary Geoffrey Moore. When we spoke to him about marketing to an early market, he told us about the need to educate. Today we're going to dig into one company's campaign to educate the early market that is, electric vehicles. We meet Neill Emmett former Head of Marketing at LeasePlan, a business that manages over 3.3 million vehicles across 44 countries.What can you expect?Cold hard facts, insights, takeaways and tips straight from the Unicorny's mouth. What really strikes me as Neill's story unfolds is how central research is to his decision making and planning. Research threads all the way through the various parts of his story, and although we won't dwell too much on it, listen for how he repurposes the analysis and results to drive internal communications, too. Research. We all talk about it, but how many of us do enough? Be honest. Do you?About Neill Emmett Neill Emmett – Former Head of Marketing – Leading the Charge Towards Sustainable Mobility With an impressive track record spanning over 24 years in marketing, Neill has been at the helm of LeasePlan UK's marketing team for six years and a member of the company’s Marketing Strategic Team, guiding the company's direction and campaign strategies. Neill also serves as a B2B Marketing Award Judge for the prestigious "Best Purpose Led Programme" in 2023. It’s moments of change when marketers really earn their spurs. For Neill, this was in 2021 when UK was emerging from the pandemic and the world woke up to the climate crisis – and when Electric Moments, a campaign focused on helping accelerate the switch to sustainable mobility was born. The campaign - designed to empower drivers to make informed decisions regarding electric vehicles, tackled issues head-on - creating free to access content resources, interactive tools and detailed ‘how to’ video content.  Electric Moments has since earned nine prestigious industry awards, including accolades for Innovation, PR, Thought Leadership, Content, and Best Green Initiatives. The campaign's impact resonated globally, being shared across all LeasePlan entities. Neill’s unwavering dedication to sustainable mobility and his passion, creativity, and strategic vision are without doubt helping to deliver a brighter, greener future. Links  Full show notes: Unicorny.co.uk  LinkedIn: Neill Emmett | Dom Hawes  Sponsor: Selbey Anderson   Episode outlineNeil's Journey into Marketing  Insight Behind the "Electric Moments" Campaign  Tracking Adoption of Electric Vehicles  Influencing Fleet Managers' Decisions  Importance of Research in Decision Making  Importance of Transparency in Marketing  Benefits of Emotional Marketing  Campaign Planning and Strategy  Measuring Campaign Success  Research-Based PR and Campaign Coverage  Future of Marketing and Business  The Impact of Market Trends and Cultural Shifts  Niche Targeting and Purpose-Led Marketing  AI and Marketing Opportunities  The Power...

Today's show is a little different. It's not your standard interview style discussion, because today's guest is not our standard guest. He is an Emmy Award winner, an entrepreneur, inventor, and researcher. He's a master of advertising and marketing effectiveness. No-one has worked harder or been more effective at understanding the relationship between marketing effectiveness, emotions, motivations and drivers. And... he built it into a machine learning model.So, what we're bringing you today is a first hand account from a pioneer in machine learning of how he built his AI, Bill Harvey. What do I mean by pioneer? Well, Amazon got there in 1998 or 99, but today's guest built a machine learning recommendation engine that was embedded in cable tv boxes in 1997. Not too shabby, eh? This year, McKinsey tells us that AI is at the top of CEO's agendas. As a CMO, you are probably all over gen AI and tools driven by machine learning too. That's why we thought you might want to hear this. About Bill Harvey Emmy award winner, innovator & inventor with 35+ years as thought leader in media research & key solution-provider to Fortune 500 brands. Breakthrough inventions include: The ADI/DMA Addressable commercials  Passive Peoplemeters Planning/Purchasing media based on single-source Big Data matching (4 U.S. patents) Bill is the original discoverer of DriverTags™ the first proven scientific development of psychological attribute metatags for content (programs, movies, ads, etc.). RMT’s DriverTags™ have the highest predictivity of Nielsen ratings, series cancellations and renewals, and individual viewer likelihood of conversion to specific programs. Most recent work being presented at ARF shows an ability to lift ROI for brands by over +35%. Links  Full show notes: Unicorny.co.uk  LinkedIn: Bill Harvey | Dom Hawes  Website: Bill Harvey Consulting Sponsor: Selbey Anderson  Episode outlineIntroduction to Bill Harvey  Importance of AI in Marketing   The Role of Emotion and Context in Advertising   The Start of Bill Harvey's Career   The Development of DriverTags™  AI-powered show recommendations   Effectiveness of DriverTags™ Digital Advertising and Somacio   Validation of Motivational Types   Introduction to Canadian Market and Vividata Partnership   Collaboration with AI Companies   Addressable TV and Programmatic Advertising   Application in B2B Marketing   Impact of DriverTags™ in Advertising This podcast uses the following third-party services for analysis: Podder - https://www.podderapp.com/privacy-policyChartable - https://chartable.com/privacy

In this episode of the Unicorny podcast, Georgina Gilmore, an award-winning B2B marketer with over 30 years of experience, shares invaluable insights on the importance of human-centric marketing. Full of fun and smart stuff, too. The show starts by looking for a blueprint for the future of marketing leadership, and we find the stuff you might expect: strategic insight, customer obsession, the courage to innovate. As marketing leaders, our mission extends beyond the traditional boundaries of marketing. Our voice must be heard in strategy because it's our insight that helps shape the strategic direction of our businesses. And that is the core of this episode. For Unicorny, our must win battle this year is to ensure that each and every marketing leader sits down and engages in strategic discussions with CEOs and senior executives. About Georgina GilmoreGeorgina is an award winning, accomplished B2B marketer, with over 30 years’ experience working for some of the world’s leading brands, such as Apple, Kodak, Cisco, Vodafone, Kaspersky and Centrica Business Solutions. Responsible for driving the global marketing strategy for high growth, fast moving and complex organisations, she has created and launched brands, products and solutions that are now considered part of our everyday life, such as consumer PCs and laptops, digital cameras, VoIP, Wi-Fi, smartphones, mobile email, SaaS solutions, cybersecurity as well as increasingly critical solutions such as sustainable and renewable energy. She’s built and led high performing marketing teams across the world and has continued to mentor and coach many of them as their careers have progressed.  Today Georgina runs her own marketing consultancy, ‘The B2B Marketing Expert’, working with B2B organisations to grow their businesses as well as providing coaching and career development for future B2B marketers. She’s also an industry speaker and judge and retained as an industry expert for Propolis, the global community for B2B marketers. Links Full show notes: Unicorny.co.uk  LinkedIn: Georgina Gilmore | Dom Hawes  Websites: The B2B Marketing Expert Sponsor: Selbey Anderson  Episode outline Georgina's Impressive Career  Positive Spin on Marketing  Qualities of a Great Marketer  The Importance of Curiosity  Emotion in B2B Decision-Making  The Need for Marketing Capability  The Multidimensional Nature of Marketing  Overemphasis on Short-Term Goals  The Importance of Courage in Marketing  Embracing Small Wins and Marketer's Leadership Opportunity  The Evolution of Business Structures and Communication  The Role of Technology and Marketing  Redefining Customer Engagement and Satisfaction  The CMO's Role in Driving Business Strategy  The Entrepreneurial Mindset  Empowering CMOs  Taking a Break and Seeking Inspiration  Shaping Strategic Direction and Customer Delight This podcast uses the following third-party services for analysis: Podder - https://www.podderapp.com/privacy-policyChartable - https://chartable.com/privacy

In this episode of Unicorny, Emma Kriskinans, VP Global Marketing at Tyk, shares her insights on the differences between marketing in big corporations and start-ups.She draws from her career experience, transitioning from corporate environments through agency into the fast-paced world of start-ups. By embracing discomfort, pursuing growth, and learning from both successes and failures, Emma's story serves as an inspiration for all of us looking to get on in the volatile marketing business. Her practical advice on understanding the balance between agility and stability, the importance of following the money, and the value of effective internal marketing and change delivers solid takeaways for both big businesses and start-ups. If you're seeking to improve your adaptability to different marketing environments, this episode offers valuable lessons and practical strategies to enhance your skills.  About Emma KriskinansFor the last fifteen years Emma Kriskinans has helped Founders, the C-Suite and Leaders grow their businesses. She has a strong entrepreneurial streak and thrives on purpose-driven initiatives, brand & community marketing, and change management. Links Full show notes: Unicorny.co.uk  LinkedIn: Emma Kriskinans | Dom Hawes  Website: Tyk Sponsor: Selbey Anderson  Episode outlineDifferences Between Start-up and Enterprise  Emma's Start-up Journey  Attributes Needed for Marketers  Overcoming Impostor Syndrome  Embracing Risk and Learning from Failure  Lessons for Big Businesses from Start-ups  Lessons for Start-ups from Big Businesses Internal Marketing  Agility vs. Stability Spectrum  Follow the Money  Joining a Start-up  Embracing Challenges and Learning Opportunities  The Many Faces of Marketing  Marketing as a Dynamic Practice  Key Takeaways for Marketers  This podcast uses the following third-party services for analysis: Podder - https://www.podderapp.com/privacy-policyChartable - https://chartable.com/privacy

In this episode of the Unicorny podcast, Scott Stockwell, a seasoned brand strategist at IBM, shares his valuable insights on leveraging design thinking and agile methodologies to revolutionise marketing efforts.  Scott provides practical examples of how to enhance creativity, flexibility, and customer-centric approach in marketing. He emphasises the significance of looking back to inform future decisions, embracing diverse learning styles within teams, and understanding cognitive preferences for effective communication. Scott's expertise shines through as he discusses the importance of adapting to changing market demands and delivering value to customers in a timely and relevant manner.  This conversation with Unicorny anchor, Dom Hawes, offers marketers and entrepreneurs actionable techniques to stay ahead of the competition and effectively navigate the demands of modern marketing. About Scott StockwellWith 25+ years in B2B, Scott has a wealth of marketing and sales experience to share. He's a pragmatic communicator, constant learner and is fascinated by the ways people work together and get work done.  Scott is an experienced Design Thinking workshop leader, Agile Marketing coach and certified LEGO Serious play facilitator. He's an ardent supporter of the B2B industry and Fellow of the IDM. he chairs the DMA’s B2B Council and he's a Strategy and Leadership advocate in B2B Marketing's Propolis community.  Scott has been the hanging judge on many an industry jury and knows how to interrogate strategy, creativity and results. Always eager to try out the latest tech, technique or tool, Scott recently appeared in Harvard’s ‘Top 20 Most Innovative Tech B2B Marketers’ list as a ‘disruptor’. Links Full show notes: Unicorny.co.uk LinkedIn: Scott Stockwell | Dom Hawes Website: IBM | Wimbledon Tennis Championships Sponsor: Selbey Anderson Episode outlineIntroduction to guest Scott Stockwell  The Concept of "Greyge" in Fast Fashion  Using Retrospectives for Continuous Improvement  Building Comfort with Admitting Errors in Agile Marketing  Leveraging Experience and Tools for Anticipating Customer Needs  Blended Team Approach  Preparing for Real-time Marketing  Root Cause Analysis and Customer Expectations  The Role of AI in Marketing  Customer-Centric Design Thinking  Understanding Individual and Team Preferences  Common Misconceptions about Job Roles  Personal Bias in Communication  Impact on Team Building and Communication  Applying Understanding to B2B Marketing  Different but Equally Criticised  This podcast uses the following third-party services for analysis: Podder - https://www.podderapp.com/privacy-policyChartable - https://chartable.com/privacy

This is an episode about the secrets of great marketing. Starring acclaimed marketing expert, Rachel Fairley, Dom and Rachel discuss the essence of marketing, the importance of customer needs, and maintaining brand promise to prevent churn. Rachel shares her journey from a job in Brussels to becoming a marketing expert with over 30 repositions to her name; emphasising the need for a clear methodology in marketing akin to other professions. Together, they critique superficial case studies and advocate for practical, experience-based marketing education. The episode covers the full customer lifecycle, from pre-purchase to post-purchase satisfaction, and the need for marketing to interconnect with all business functions. They also touch on the potential of AI in marketing and the challenge of overcoming customer inertia, highlighting Rachel's upcoming practical marketing book.If you're looking for clarity of purpose in the year ahead, if you're trying to turbocharge your effectiveness, if you're building the case for budget, this is the show for you.About Rachel Fairley Rachel Fairley is an international marketing leader and brand strategist whose focus is improving market impact to drive growth, contributing to 30+ business transformations across 100+ countries and many industries. Links  Full show notes: Unicorny.co.uk  LinkedIn: Rachel Fairley | Dom Hawes  Sponsor: Selbey Anderson   Episode outlineThe Fundamentals of Marketing  The Lack of Marketing Methodology  CEO Expectations and Marketing Shake-up  Marketing as a Cost or Investment  Understanding the Buyer and the Buyer's Journey  Importance of Revenue as the Ultimate Measure  Consistency in Delivering the Brand Promise  The Importance of Marketing Beyond the Sale  Customer Success and Upselling  Shift in Tech and Subscription Models  The Enemy Within: Lack of Care  Brand Enemies and Inertia  The Importance of Methodology in Business Diagnosis  The Pragmatic Guide to Strategy  Advice for Marketers  AI and Marketing  Overcoming Indecision and Inertia This podcast uses the following third-party services for analysis: Podder - https://www.podderapp.com/privacy-policyChartable - https://chartable.com/privacy

This is a podcast about value creation, profitable growth and the client/agency relationship. Dom is joined by marketing consultant, David van Schaick and together they seek to equip marketers with methods to navigate the business desert.Unless you were very blessed, doing business in 2023 was a little bit like being a camel in the Kalahari. It was hard. Hard for camels in the Kalahari, because apart from anything else, they are not a native species, so they don't know where to find waterholes. Hard for us in business because tougher times are new to many of us. So, we too struggle to find metaphorical waterholes - budgets to sustain our activities - but we did make it and that fact alone makes us stronger. Now the economists are telling us the year ahead is stagnant. So what should we do?Listen to find out!About David van Schaick David was part of the leadership team that grew The Marketing Practice from provincial agency to global B2B powerhouse, working with many of the leading marketers in tech along the way. He now consults on marketing and strategy for clients and agencies both. Links  Full show notes: Unicorny.co.uk  LinkedIn: David van Schaick | Dom Hawes | DVS Strategy Sponsor: Selbey Anderson    Timestamped summary of this episode  00:02:37 – Introduction to David van Schaick 00:08:19 - The Evolution of B2B Marketing  00:09:46 - The Looming Threat to Marketing  00:12:58 - Impact of External Factors on Marketing  00:13:58 - The Value of Marketing in Long-Term Value Creation  00:15:23 - Adjacencies and Market Resilience  00:16:40 - Account-Based Marketing for Strategic Growth  00:17:41 - Marketing Beyond Advertising  00:22:04 - The Crisis in Business Organization  00:27:37 - The Changing Landscape of Marketing  00:28:28 - Evolving Agency Relationships  00:30:24 - Incentives and Commercial Models  00:33:01 - Shifting Business Models  00:37:40 - Navigating Uncertain Times  00:41:30 - Value of Experience in Business  00:42:12 - Technology's Impact on Productivity  00:43:32 - The Big Opportunity: Quality of Revenues  00:45:06 - Quality of Revenue and Pricing Strategy This podcast uses the following third-party services for analysis: Podder - https://www.podderapp.com/privacy-policyChartable - https://chartable.com/privacy