Unicorny

Selbey Anderson

Welcome to Unicorny, the antidote to post-rationalised business books. This is a podcast about the business and practice of marketing, how it creates value, who's doing it well, and how marketing helps businesses win the future. Unicorny seeks to answer the question: how do I create value for my business? We speak to CMOs, CEOs, CFOs, venture capitalists, private equity leads, consultants, influencers... anyone that can provide clues to finding and unlocking value. This podcast uses the following third-party services for analysis: Podder - https://www.podderapp.com/privacy-policy Chartable - https://chartable.com/privacy read less
BusinessBusiness

Episodes

Matt Dixon's J.O.L.T. The not-so-secret way to unblock sales
6d ago
Matt Dixon's J.O.L.T. The not-so-secret way to unblock sales
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
Matt Dixon's J.O.L.T. Why 50% of B2B sales end in no sale
6d ago
Matt Dixon's J.O.L.T. Why 50% of B2B sales end in no sale
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
How to engage the early market: a dive into electric vehicles
05-03-2024
How to engage the early market: a dive into electric vehicles
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...
Emotions, motivators and drivers: what matters most in marketing
27-02-2024
Emotions, motivators and drivers: what matters most in marketing
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
Must win battles for marketers
20-02-2024
Must win battles for marketers
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
Big vs small: the marketing difference
13-02-2024
Big vs small: the marketing difference
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
Agile marketing in action, greige and more
06-02-2024
Agile marketing in action, greige and more
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
Secrets of a brandmaster: beating brand enemies
30-01-2024
Secrets of a brandmaster: beating brand enemies
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
Profitable growth. Mirage, Miracle or Method?
23-01-2024
Profitable growth. Mirage, Miracle or Method?
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
How to overcome the innovator's dilemma: Geoffrey Moore's Zone to Win.
16-01-2024
How to overcome the innovator's dilemma: Geoffrey Moore's Zone to Win.
In this episode of the Unicorny podcast, host Dom Hawes digs deep into innovation without sacrificing performance as he's joined by Zone to Win author, Geoffrey Moore. Geoffrey is a world-famous business consultant, author and marketing expert with a stable of highly influential books including international best-seller, Crossing the Chasm.Moore opens the episode explaining the core concepts outlined in “Zone to Win”: dividing operations into four zones and three time horizons, providing a strategic framework for companies to adapt and thrive in the rapidly changing market.  You'll gain first hand advice on the importance of differentiating yourself in the Performance zone and neutralising disruptors in the Transformation zone. Moore's practical advice on investing in power for future potential and the evolution of partnerships through different stages of the technology adoption lifecycle offers actionable strategies for long-term success.  Ultimately, this episode offers a wealth of wisdom for business leaders and executives seeking strategies to allocate resources for long-term profitability and power. If you're looking for practical strategies to succeed in the digital age and steer your organisation towards long-term growth, this episode is a must-listen, offering a roadmap for success in a rapidly evolving business landscape. About Geoffrey Moore  Geoffrey Moore is an author, speaker, and strategic advisor to the CEOs of high-tech enterprises including Salesforce, Microsoft, Cisco, Intel, Airbnb, Gainsight, and Splunk. He has a BA in American literature from Stanford University, and a PhD in English literature from the University of Washington, with a focus on medieval and Renaissance literature. Strategy and its execution have been the lifelong focus of Moore’s work. His dissertation while at the University of Washington analysed Edmund Spenser’s epic poem, The Faerie Queene, in terms of the strategies for living it portrays. Subsequently he taught literature and writing for four years at Olivet College in Michigan before he and his wife and children moved back to California. There over the next ten years and three software companies, Moore migrated from HR to sales to marketing. The seminal move in his career came in 1986 when he joined Regis McKenna Inc, the premier strategic marketing consultancy for high-tech firms at that time. While there he wrote his first business book, Crossing the Chasm, which has been in print (with revisions) for thirty years, has sold over a million copies, been translated into twelve languages, and is still the go-to text for high-tech entrepreneurs. This success allowed Moore to found his own consulting practice, found multiple consulting firms, and publish six additional books. Geoffrey lives in the San Francisco Bay Area with his wife Marie. They enjoy reading, travel, fine dining, and doting on their terrific grandchildren. Geoff recently achieved what has been a lifelong ambition, namely, shooting his age in golf.  Links  Full show notes: Unicorny.co.uk  LinkedIn: Geoffrey Moore | Dom Hawes  Websites: Geoffrey Moore | UnicornySponsor: Selbey AndersonChapters of this episode  Introduction to Zone to Win...
Rip up the rulebook: how to make marketing fit for the future
09-01-2024
Rip up the rulebook: how to make marketing fit for the future
In this episode, two titans of B2B, Shane Redding and Chris Wilson join host, Dom Hawes, to kick off the year talking about a marketing reboot. But things don't go to plan. Shane and Chris disagree with Dom's premise from the off and the conversation bounces between them as they make their cases for how to make marketing fit for the future.Once they've got over their differences, they talk about finding a proper foundation for marketing through structured development and more relevant training, culture, society, organisation design, long-term value creation and so much more.  About Chris WilsonChris has spent over 25 years in marketing, working with organisations such as Google, Vodafone, BT, Fujitsu, Cisco, Mastercard, RBS, SAP and Allianz.Chris founded full service agency Earnest in 2009 to help B2B marketing step out of the shade and stop being labelled a poor cousin to FMCG. It’s an ongoing mission...About Shane ReddingShane is an independent consultant, speaker and trainer with over 35 year’s international business to business direct & digital marketing experience. Shane currently uses her skills and knowledge to help global businesses transform their marketing by revaluating their people, processes and technology to better meet the challenges of our changing world.Whether it is building new skills, redefining lead processes, or understanding your new buyer journeys, or helping choose, use and implement martech; Shane always looks to make a positive commercial impact. Links Full show notes: Unicorny.co.uk  LinkedIn: Chris Wilson | Shane Redding | Dom Hawes  Websites: Earnest | Think DirectSponsor: Selbey Anderson  Timestamped summary of this episode 00:01:18 - Building a Marketing Function 00:03:41 - Marketing Foundations and Evolution 00:05:58 - Strategy Models and Communication 00:12:53 - Product-Centric Marketing 00:14:37 - The Role of Marketing in Product Strategy 00:16:17 - Dysfunction in Marketing 00:18:33 - Organizational Design and Flexibility 00:20:03 - Changing Work Dynamics and Talent Management 00:25:19 - Future of Learning and Expertise 00:28:41 - Importance of Growth Marketing Teams 00:29:58 - Zone to Win Strategy 00:31:33 - Marketing to Entrepreneurial and Scale-Up Teams 00:33:53 - Reassessing Martech Stack 00:37:35 - Rethinking Organizational Design 00:44:23 - Impact of Start-Stop Behaviour on Businesses 00:45:05 - Importance of Brand Marketing for Long-Term Value 00:46:27 – De-risking and Optimizing Short-Term Performance vs. Long-Term Value Creation 00:47:09 - Essential Investments in Brand Longevity 00:49:31 - Budgetary Responsibility for Long-Term Growth This podcast uses the following third-party services for analysis: Podder - https://www.podderapp.com/privacy-policyChartable - https://chartable.com/privacy
B2B Buyer Enablement, Community and Marketing Effectiveness
19-12-2023
B2B Buyer Enablement, Community and Marketing Effectiveness
In this episode of Unicorny, Dom talks to Richard O'Connor, CEO of B2B Marketing and Propolis, about community, buyer enablement and marketing effectiveness in B2B.Richard challenges the traditional notion of sales and marketing alignment, emphasising the crucial role of understanding the buyer's journey and effective communication with stakeholders.The discussion also touches on the challenges and misconceptions surrounding marketing, emphasising the need for marketers to align their strategies with business objectives and effectively communicate the value of their efforts.  About Richard O'ConnorRichard’s career spans B2B and B2C media, events and SaaS. He has run commercial teams at several leading private and public businesses, including Centaur,  The Independent Newspaper, UBM, Informa and RELX. He also led a multi-year commercial transformation programme for UBM, which involved the design and delivery of a sales and marketing operating model in EMEA, Asia and the US. He was also part of the integration team following the acquisition of UBM by Informa. Richard currently leads B2B Marketing, a Community Intelligence business with a portfolio of specialist conferences, awards, marketing services and Propolis - the multi-award winning global community for B2B Marketing Leaders. Launched in 2021, Propolis has grown rapidly into the go-to community for many of the world’s leading B2B brands.Links Full show notes: Unicorny.co.uk LinkedIn: Richard O'Connor | Dom Hawes Websites: B2B Marketing | Selbey AndersonTimestamped summary of this episode00:00:00 - Introduction and Marketing Challenges 00:02:42 - Propolis: Community Intelligence in B2B Marketing  00:06:27 - The Broken Client-Agency Model  00:10:30 - Haggling vs. Trading in Negotiation  00:12:22 - Shifting Focus to Buyer Enablement  00:12:48 - Rethinking Sales and Marketing Alignment  00:13:40 - Buyer Enablement and Sales Role  00:15:19 - Joint Responsibility for Revenue Generation  00:16:31 - Community Engagement and Procurement Challenges  00:20:01 - Importance of Strategic Alignment and Outcome-driven Approach  00:26:01 - Centralization and Decentralization in Marketing  00:28:23 - Language and Understanding ROI  00:31:18 - Marketing Effectiveness and Propolis Community Index  00:37:45 - Christmas Wishes and Future Discussions  00:38:49 - Wrapping up the Holiday Season  00:39:12 - Festive Greetings  00:39:19 - Show Wrap-upThis podcast uses the following third-party services for analysis: Podder - https://www.podderapp.com/privacy-policyChartable - https://chartable.com/privacy
Crossing the Chasm with Geoffrey Moore
12-12-2023
Crossing the Chasm with Geoffrey Moore
Why 54 tech titans failed (so you don't need to)Personal note from our host, Dom Hawes: "Hi folks... this is a very special episode for me and part of a personal mission to see 'Chasm principles' return to every day marketing parlance. In this episode Geoffrey details why tech titans, who ruled their day, faded away to nothing... all for the same reason. Moore's work is the definitive playbook for dealing with disruption.As a marketer who cut my teeth in the mid to late 1990s, this work was everywhere. Now it's not. And, as we are swimming in a sea of sameness, it's time to bring back a more strategic approach. That's where Chasm comes in and why I invited my all-time marketing hero to join the Unicorny project.I hope you enjoy this one... it really is a great show and I'm hugely grateful to Geoffrey for joining us."In this episode of the Unicorny podcast, author and speaker Geoffrey A. Moore draws on the feted work in his book Crossing the Chasm. Moore addresses the challenges encountered by B2B marketers and makes the case for marketing activities to be aligned to the technology adoption lifecycle. You won't find a better, clearer playbook for marketing than Chasm.About Geoffrey A. MooreGeoffrey Moore is an author, speaker, and strategic advisor to the CEOs of high-tech enterprises including Salesforce, Microsoft, Cisco, Intel, Airbnb, Gainsight, and Splunk. He has a BA in American literature from Stanford University, and a PhD in English literature from the University of Washington, with a focus on medieval and Renaissance literature.Strategy and its execution have been the lifelong focus of Moore’s work. His dissertation while at the University of Washington analysed Edmund Spenser’s epic poem, The Faerie Queene, in terms of the strategies for living it portrays. Subsequently he taught literature and writing for four years at Olivet College in Michigan before he and his wife and children moved back to California.There over the next ten years and three software companies, Moore migrated from HR to sales to marketing. The seminal move in his career came in 1986 when he joined Regis McKenna Inc, the premier strategic marketing consultancy for high-tech firms at that time. While there he wrote his first business book, Crossing the Chasm, which has been in print (with revisions) for thirty years, has sold over a million copies, been translated into twelve languages, and is still the go-to text for high-tech entrepreneurs. This success allowed Moore to found his own consulting practice, found multiple consulting firms, and publish six additional books.Geoffrey lives in the San Francisco Bay Area with his wife Marie. They enjoy reading, travel, fine dining, and doting on their terrific grandchildren. Geoff recently achieved what has been a lifelong ambition, namely, shooting his age in golf. LinksFull show notes: Unicorny.co.uk LinkedIn: Geoffrey Moore | Dom Hawes Websites: Geoffrey Moore | Selbey...
Don’t be dull. B2B different.
05-12-2023
Don’t be dull. B2B different.
In this episode of the Unicorny podcast, you'll hear antidote to dullness in the conversation with Joerg Klueckmann, Head of Marketing at Finastra, the largest financial technology business in the world.  This episode explores the importance of creative vision in marketing and the challenges of executing that vision in complex organisations.Joerg Klueckmann shares his experience in managing tasks, aligning teams, and integrating marketing strategies within Finastra. He discusses the use of task management software like Clickup and the centralised ‘control tower’ tool which streamlines their go-to-market activities.Joerg also highlights the trend of centralising and decentralising marketing decision-making, allowing for specialisation while managing the complexity of a large organisation. And… the piece de resistance is when Joerg explains the creative vision behind Finastra TV and how they brought the idea to life.If you’re looking to streamline, improve collaboration, and align your teams, this episode is a must-listen. Joerg’s insights and practical tips will help you navigate the challenges of executing a creative vision in a complex marketing environment. About Joerg Klueckmann With more than 20 years of leadership experience, Joerg transformed global marketing organizations across the B2B software industry. He has led teams to become integrated, high performing and digital first. Joerg believes in focus, simplicity, and the courage to be different. He enjoys a good espresso and rides his mountain bike with passion. His superpower is endless positivity. Links  Full show notes: Unicorny.co.uk  LinkedIn: Joerg Klueckmann | Dom Hawes  Websites: Finastra | Selbey Anderson   Timestamped summary of this episode  00:01:12 - The Search for Creative Leadership  00:04:01 - The Importance of Product in Marketing  00:05:59 - The Transformation from Art to Science  00:08:15 - Incorporating Creative Vision into Marketing Strategy  00:12:40 - Importance of a Creative Vision  00:13:24 - Execution and Task Management  00:14:23 - Formulating Marketing Strategy  00:15:39 - Central Control Tower  00:18:50 - Marketing Alignment and the Sea of Sameness  00:25:31 - The Role of Marketing in Data Interpretation and Creativity  00:26:20 - The Conflict Between Data-Driven Marketing and Creativity  00:27:20 - The Creation of Finastra TV  00:29:03 - Benefits of Finastra TV  00:30:47 - Streaming Channel Strategy  00:37:39 - The Importance of Creative Concept in B2B Marketing  00:38:06 - Marketing Transformation in Enterprise  00:38:58 - Internal Agency and its Impact on External Agencies  00:39:50 - Finastra TV's Bold Vision  00:40:27 - Key Takeaways and Closing  This podcast uses the following third-party services for analysis: Podder - https://www.podderapp.com/privacy-policyChartable - https://chartable.com/privacy
Essential assets marketers own to drive business success
28-11-2023
Essential assets marketers own to drive business success
24 Assets that drive digital successIn this episode of Unicorny, we dive straight into the second part of a conversation with host Dom Hawes and guest Daniel Priestley. You'll discover the importance of creating assets that work for both your business and yourself. Daniel discusses his book, 24 Assets, which breaks down the different types of assets you need to thrive in the digital age. From intellectual property and branding assets to marketing, product, system, and culture assets, you'll gain practical insights on how to leverage each asset to create a successful business.  Daniel finishes this episode with a jaw-dropping insight about AI and it's impact on us all. Don't miss this episode!About Daniel Priestley Daniel Priestley is the Co-Founder and CEO of Dent Global, a company that develops entrepreneurs to stand out, scale up, and make a meaningful impact in the world. For over 12 years, he has been leading a team of high performers who deliver award-winning accelerator programs, software solutions, and business books to over 3000 clients across the UK, US, Canada, and Australia. Daniel’s mission is to help entrepreneurs solve meaningful problems in remarkable ways, using technology, innovation, and influence. He has co-created ScoreApp, a software that automates performance marketing campaigns using quizzes, online assessments, and surveys. He has also written best-selling business books, including Key Person of Influence, Entrepreneur Revolution, and Oversubscribed. Additionally, he is a VIP contributor to Entrepreneur Media and a board advisor of Home Grown Club, a network of high-growth entrepreneurs. Links  Full show notes: Unicorny.co.uk  LinkedIn: Daniel Priestley | Dom Hawes  Websites: Dent Global| ScoreApp | Selbey Anderson  Timestamped summary of this episode  00:01:16 – Introduction to 24 Assets and Key Personnel of Influence 00:02:39 - Intellectual Property Assets  00:03:46 - Brand Assets  00:05:02 - Marketing Assets  00:06:59 - Product Assets  00:12:33 – Key takeaways of the episode so far 00:16:57 - The Future Impact of AI and Hyper Consumption/Production  00:26:29 - The Potential Feudalism of the AI Age  00:27:32 - Becoming a Key Person of Influence  00:28:23 - The Marketer's Role in Protecting Future Value  This podcast uses the following third-party services for analysis: Podder - https://www.podderapp.com/privacy-policyChartable - https://chartable.com/privacy
The unmissable playbook to max your influence as a marketer
21-11-2023
The unmissable playbook to max your influence as a marketer
Become a Key Person of Influence in your business  We've got entrepreneur royalty in the house this week. Tune on to hear our host [Dom Hawes] talk to acclaimed author, Daniel Priestley, about his super successful thought leadership bible and playbook, Key Person of Influence (KPI). Dom and Daniel talk personal branding and thought leadership in the digital age, with Daniel emphasising the need for professionals to establish themselves as key persons of influence in their field. He discusses the shift from functionality to vitality in the modern age, where qualities like disruption, humour, and the ability to enrol others in ideas become essential.  With engaging insights and key takeaways, this episode provides marketers and professionals valuable strategies to build their personal brand, embrace their entrepreneurial attitude, and succeed in the digital landscape.  If you're looking to establish yourself - or one of your colleagues - as a thought leader, this episode is a must-listen.   About Daniel Priestley Daniel Priestley is the co-Founder and CEO of Dent Global, a company that develops entrepreneurs to stand out, scale up, and make a meaningful impact in the world. For over 12 years, he has been leading a team of high performers who deliver award-winning accelerator programs, software solutions, and business books to over 3000 clients across the UK, US, Canada, and Australia. Daniel’s mission is to help entrepreneurs solve meaningful problems in remarkable ways, using technology, innovation, and influence. He has co-created ScoreApp, a software that automates performance marketing campaigns using quizzes, online assessments, and surveys. He has also written best-selling business books, including Key Person of Influence, Entrepreneur Revolution, and Oversubscribed. Additionally, he is a VIP contributor to Entrepreneur Media and a board advisor of Home Grown Club, a network of high-growth entrepreneurs. Links  Full show notes: Unicorny.co.uk  LinkedIn: Daniel Priestley | Dom Hawes  Websites: Dent Global | ScoreApp | Selbey Anderson  Timestamped summary of this episode  00:00:03 - Introduction  00:01:25 - The Evolution of Thought Leadership  00:03:24 - Daniel Priestley's Background  00:05:28 - The Inspiration Behind Key Person of Influence  00:08:25 - Vitality vs Functionality  00:13:19 - The concept of talent pools and personal brands  00:14:50 - The evolving view of organizations and careers  00:16:07 - The changing expectations of workers and the role of technology  00:18:04 - The role of technology in shifting society and organizing ourselves  00:27:03 - Enrolling People in New Ideas and Behaviours  00:28:16 - Pitching to Groups for Maximum Impact  00:29:23 - The Five P's Approach  00:31:57 - The Power of PartnershipsThis podcast uses the following third-party services for analysis: Podder - https://www.podderapp.com/privacy-policyChartable - https://chartable.com/privacy
Secrets to building trust; how two banks went bust
14-11-2023
Secrets to building trust; how two banks went bust
This is a show about culture and society, crisis and social media. Host, Dom Hawes, is joined by Charlotte Lander, Director, Social Media, Corporate Affairs, Brand & Marketing at Standard Chartered Bank. They talk reputation, social media - the threats and opportunities it brings, but ostensibly today they’re talking about culture and society… it’s the S in your PEST analysis.Charlotte was one of the co-authors of a peer-reviewed paper in Journal of Digital & Social Media Marketing and has recently conducted and analysis of social media’s role in the sudden and dramatic demise of Silicon Valley Bank and Credit Suisse.In this show she shares her findings and offers practical advice and best practice, guided by the content of the peer-reviewed paper and her career’s experience to date.About Charlotte LanderCharlotte has dedicated over 15 years to digital marketing, working with large global corporates, CEOs, and top consultancies along the way.She's data-driven and loves applying insights, strategy, and creativity to achieve business goals. She currently leads the social team that oversees the bank's global social media strategy and accounts, and employee advocacy programme.LinksFull show notes: Unicorny.co.ukReport: Find it on LinkedIn hereLinkedIn: Charlotte Lander | Dom HawesWebsite: Standard Chartered | Selbey AndersonTimestamped summary of this episode00:00:03 - Introduction00:02:26 – How marketing has changed in recent years00:05:03 - Marketing and culture00:06:19 - Silicon Valley Bank00:08:30 - Missed opportunities00:13:38 - Importance of senior leadership in reputation management00:15:51 - Takeaways for reputation management00:17:47 - The value of a brand in business00:19:59 - Importance of social media in building trust00:28:57 - Escalation paths00:30:25 - Engaging stakeholders00:32:26 - Reacting in real-time and determining response00:35:13 - Measuring trust00:43:18 – The importance of risk assessment and planning00:43:57 – What went wrong at SVB?This podcast uses the following third-party services for analysis: Podder - https://www.podderapp.com/privacy-policyChartable - https://chartable.com/privacy
Today's marketing mantra: doing more with less
07-11-2023
Today's marketing mantra: doing more with less
In this episode, Dom is joined by IBM’s senior brand strategist, Scott Stockwell, to tackle what Marketing Week’s Editor-in-Chief, Russell Parsons, calls ‘today’s necessary mantra’: “doing more with less”. That's a meaningful mantra to marketers and we're seeing it everywhere right now. It’s the imperative coming down from on high, just like it was in 2011/2012 after the last big downturn. But creating more value, increasing pace, being more responsive, all while consuming fewer resources? That's no mean feat. In this episode. Scott talks about people and process while explaining how an agile approach to marketing can increase effectiveness and consume fewer resources. That should be music to your ears. About With 25+ years in B2B, Scott has a wealth of marketing and sales experience to share. He's a pragmatic communicator, constant learner and is fascinated by the ways people work together and get work done. Scott is an experienced Design Thinking workshop leader, Agile Marketing coach and certified LEGO Serious play facilitator. He's an ardent supporter of the B2B industry and Fellow of the IDM. he chairs the DMA’s B2B Council and he's a Strategy and Leadership advocate in B2B Marketing's Propolis community. Scott has been the hanging judge on many an industry jury and knows how to interrogate strategy, creativity and results. Always eager to try out the latest tech, technique or tool, Scott recently appeared in Harvard’s ‘Top 20 Most Innovative Tech B2B Marketers’ list as a ‘disruptor’. Links Full show notes: Unicorny.co.uk LinkedIn: Scott Stockwell| Dom Hawes Websites: IBM| Selbey Anderson Timestamped summary of this episode00:00:03 - Introduction to the Podcast and Guest  00:01:09 - The Challenge of Doing More with Less  00:03:31 - Scott's Experience with Agile Marketing  00:04:39 - Introduction to Design Thinking  00:06:45 - Importance of Feedback and Self-Organized Teams  00:13:29 - The Importance of Agile Marketing  00:14:38 - Agile Methodology Exercise  00:17:17 - Agile Marketing in the Context of Economic Challenges  00:18:26 - Customer Focus in Agile Marketing  00:19:48 - Learning Agile Marketing  00:27:32 - Introduction to MoSCoW Framework  00:28:11 - Importance of Must Do  00:29:25 - Saying No in Agile  00:31:06 - Stand-ups in Agile  00:32:06 - Importance of Retrospectives   00:33:49 – How Agile Can Help With Our New Way of Working This podcast uses the following third-party services for analysis: Podder - https://www.podderapp.com/privacy-policyChartable - https://chartable.com/privacy
"It’s a language model, stupid". How marketing should and shouldn’t use AI.
31-10-2023
"It’s a language model, stupid". How marketing should and shouldn’t use AI.
In this episode of the Unicorny podcast, Dom Hawes talk to Steven Millman, Global Head of Research and Data Science at Dynata.The conversation focuses on the practical applications of AI in marketing and market research, including customer targeting, personalisation, and campaign optimisation.Steven and Dom discuss recommendation systems, AI as a service vendors, and the future trends of AI in various industries. They touch on the importance of ethics, team dynamics, and the environmental impact of AI.If you're interested in learning about the benefits and challenges of AI, as well as its potential impact on society, this episode is a must-listen. So, grab your earbuds and get ready to learn!This episode is sponsored by Selbey Anderson.About Steven Millman Executive, Award-Winning Researcher/Data Scientist, Innovator, Inventor & Coffee Snob. Throughout my career I have had a focus on quantitative/statistical analysis, survey design, research design, AI/ML, and other applied research techniques. I am presently serving as Global Head of Research and Data Science at Dynata, the world's sixth largest market research company where I lead a team of over 100 researchers and data scientists. I am a frequent speaker and author, multiple Ogilvy award winner, patent holder, and recipient of the prestigious Chairman's Prize from the Publishing & Data Research Forum. Steven serves as a member of the Board of Trustees for the Advertising Research Foundation, the ARF. Links Full show notes: Unicorny.co.uk LinkedIn: Steven Millman | Dom Hawes Websites: Dynata | Timestamped summary of this episode 00:01:23 - Cutting Edge Applications  00:04:13 - What is a Walled Garden?  00:08:12 - Benefits of Walled Gardens  00:10:56 - Leveraging AI Applications  00:13:51 - The Importance of Data Ownership and Walled Gardens  00:14:46 - Practical Applications of AI in Marketing  00:18:39 - AI for Optimizing Customer Revenue Conversions  00:19:45 - DriverTagsTM and Emotional Response  00:23:02 - AI in Predictive Analytics and Marketing Automation  00:27:36 - Privacy and Ethical Considerations  00:28:05 - DevOps Approach  00:28:49 - Celebrating Progress  00:29:23 - Future Trends  00:33:15 - Regulation and Transparency  00:36:15 – Further thinking  This podcast uses the following third-party services for analysis: Podder - https://www.podderapp.com/privacy-policyChartable - https://chartable.com/privacy