Episodit
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What do you get when you cross Unicorny bloopers with Dom?... A roasted potato🥔
Find out why, as Dom and the Unicorny crew celebrate Christmas with a few outtakes (kindly provided by Pete the editor) and a look at some of our favourite moments.
Join us for a laugh and a touch of brand wank in this festive wrap-up episode.
Links
Full show notes: Unicorny.co.uk
Watch the episode: https://youtu.be/8MWkWG_2C54
LinkedIn: Dom Hawes | Nichola Fairley | Pete Allen | Laura Taylor
Sponsor: Selbey Anderson
Other items referenced in this episode:
95. Impossible to ignore with carmen simon
96. Rebel writing: how brandwank is killing your comms
The Unicorny Marketing Show: Maya Price
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What makes marketers and agency professionals natural SaaS founders? In this episode, David Hart, author of Productized and co-founder of ScreenCloud, shares his journey from agency ownership to building a successful SaaS company with over $20M ARR. Learn how to transform creative skills and strategic thinking into a scalable business model.
What you’ll learn:
Turning agency challenges into scalable product opportunities. The importance of understanding customer needs and validation. How content marketing drives growth on a limited budget.David’s journey offers valuable lessons for marketers aiming to create lasting impact. Don’t miss this chance to learn practical strategies for building your own success story.
Competition time 🏆Want a free signed copy of Productized by David Hart?
All you have to do is email us at [email protected] and let us know why you should get a copy.
About David HartDavid is the 'Agency-to-SaaS' guy. Having started his own agency which he sold to focus on his SaaS business, ScreenCloud which today is delivering north of $20m in ARR, he's uniquely qualified to talk about the opportunities and challenges involved.
David has since stepped away from the day-to-day of his SaaS business and is working with companies who have a product idea that they want to spin out into a standalone business. He is also a NED of several early-stage SaaS business, an investor and the author of the book, 'Productized: Stop Selling Time and Transition to Selling SaaS'.
LinksFull show notes: Unicorny.co.uk
Watch the episode: https://youtu.be/dL1q94I0CUw
LinkedIn: David Hart | Dom Hawes
Website: davidhart.io
Sponsor: Selbey Anderson
Other items referenced in this episode:
ScreenCloud
Greenfield
37signals
Basecamp
Mailchimp
Studio Graphene
telsen
The Mom Test by Rob Fitzpatrick
Conversational Marketing by David Cancel and Dave Gerhardt
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Puuttuva jakso?
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What if your marketing campaigns could achieve more with less? Dr. Felipe Thomaz, Associate Professor of Marketing at Oxford's Saïd Business School, challenges the widespread belief that maximising reach guarantees success.
Drawing insights from his ground breaking peer-reviewed paper, Felipe reveals why overemphasising reach could be costing brands both money and effectiveness.
What you'll learn:
Why maximising reach doesn't guarantee brand growth or profitability.How different channels uniquely impact consumer behaviour.The role of archetypes in creating effective marketing campaigns.Common mistakes marketers make in media buying and channel selection.Why differentiation drives growth while distinctiveness protects it.Don't miss this essential conversation redefining modern marketing science!
About Felipe ThomazFelipe Thomaz is an Associate Professor of Marketing at the University of Oxford, where he is also Director of the Oxford Future of Marketing Initiative, and Director of the Diploma in Artificial Intelligence for Business. Felipe is a research faculty member, with published peer-reviewed works in Marketing, Mathematics, and Conservation Science. He is also Managing Director of Augmented Intelligence Labs, an Oxford spinout based on his research, specializing in long-range forecasting, trend analysis and anomaly detection algorithms.
His pioneering research on illicit markets has informed countries and international agencies on novel ways to counter everything from cyberweapons to wildlife trafficking. He has authored policy documents on the decarbonization of advertising with international industry bodies, on progressive advertising with the United Nations, and practical ethics in AI with the International Chamber of Commerce.
LinksFull show notes: Unicorny.co.uk
Watch the episode: https://youtu.be/0Nc_UPMnilA
LinkedIn: Felipe Thomaz | Dom Hawes
Website: Augmented Intelligence Labs
Sponsor: Selbey Anderson
Other items referenced in this episode:
Schweidel, D. A., Bart, Y., Inman, J. J., Stephen, A. T., Libai, B., Andrews, M., Rosario, A. B., Chae, I., Chen, Z., Kupor, D., Longoni, C., & Thomaz, F. (2022). How consumer digital signals are reshaping the customer journey. Journal of the Academy of Marketing Science
Oxford Future of Marketing Initiative
Kantar
Stochastic frontier analysis
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How can marketers add value and lead with confidence? In this episode of The Unicorny Marketing Show, Rachel Fairley returns as host and is joined by Leo McCloskey, VP of Marketing at Echodyne.
Together, they discuss the evolving role of marketing in B2B, government sectors, and strategic marketing. With years of experience, Leo shares his approach to building trust, fostering team collaboration, and addressing complex challenges in long sales cycles.
What you’ll learn:
Why emotional intelligence matters in marketing leadership.The unique challenges of marketing in the government sector.How consistency builds trust and credibility over time.The role of technical expertise in creating effective teams.Whether you're a marketing leader or just starting out, this episode offers practical takeaways to strengthen your skills and understanding.
About Leo McCloskeyLeo is engaged in the design, build, delivery, iterative development, and messaging of technology-related brands, products, and services. His experience stretches across consumer, enterprise, and government sectors for mature companies with dominant positions in established markets and startups with innovative technologies and products entering new markets.
Underling all the movement and effort is an ongoing study of human factors amidst the ambitions of teams, managers, businesses, and brands. Leo’s studies in languages, histories, and cultures complement his experience living, traveling, and working across Asia, USA, and Europe. He lives in the Pacific Northwest, believes everyone needs a Local, and is otherwise consumed by family, friends, and fun.
LinksFull show notes: Unicorny.co.uk
Watch the episode: https://youtu.be/FvmvUPGVtfg
LinkedIn: Leo McCloskey | Rachel Fairley
Website: Echodyne
Sponsor: Selbey Anderson
Other items referenced in this episode:
Crossing the Chasm by Geoffrey Moore
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In this episode of The Unicorny Marketing Show, we welcome back Valentina Kristensen from OakNorth Bank. Since her first appearance, Valentina has taken on a broader role as Corporate Affairs Director and shares how OakNorth continues to disrupt the seemingly commoditised world of SME banking.
From customer-centric strategies to the development of proprietary segmentation models, learn how OakNorth balances sustainability, innovation, and entrepreneurial spirit.
What you'll learn:
The concept of the "missing middle" in SME banking.How granular market segmentation enables targeted opportunities.Ways OakNorth ensures transparency and speed in lending decisions.Insights into OakNorth’s sustainability initiatives and climate risk management.Valentina’s insights will inspire leaders to rethink traditional markets. Tune in and discover what makes OakNorth’s approach a blueprint for future growth.
About GuestValentina is OakNorth’s Director of Growth and Communications. She's a self-professed FinTech nerd and a founding editorial board member of Influence Magazine, the CIPR’s quarterly member magazine.
LinksFull show notes: Unicorny.co.uk
Watch the episode: https://youtu.be/axPqx90Suvw
LinkedIn: Valentina Kristensen | Dom Hawes
Website: OakNorth
Sponsor: Selbey Anderson
Other items referenced in this episode:
Collapse of Silicon Valley Bank
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In this special 100th episode of The Unicorny Marketing Show, Rachel Fairley interviews host, Dom to share key lessons from their podcast journey. This reflective conversation uncovers how the show has influenced marketing strategy and shaped perspectives on brand strategy placement within businesses.
Dom discusses the debate on viewing marketing as a profit centre, challenges the common understanding of ROI, and touches on the digital shifts affecting modern business growth strategies.
What you'll learn:
The importance of strategic thinking beyond day-to-day tactics.Why brand strategy often needs to function independently from marketing.How marketing's role must be perceived for sustainable business success.Examples of how companies have adopted new approaches based on discussions from the show.Join us as we celebrate 100 episodes of The Unicorny Marketing Show!
About Dom HawesDom Hawes is the host of The Unicorny Marketing Show, where he shares insights and engages with industry leaders. Dom is the Group CEO of Selbey Anderson Group, helping businesses in complex markets win the future. With over 30 years in marketing, strategy, and M&A, Dom is passionate about creating and marketing new products, services, and events.
Dom is also a blogger, published author, and competitive rower, with interests in RevOps, data, insight, leadership, and management theory.
Dom is a Fellow of the Chartered Institute of Marketing.
LinksFull show notes: Unicorny.co.uk
Watch the episode: https://youtu.be/bF6_G2IWsUo
LinkedIn: Rachel Fairley | Dom Hawes
Sponsor: Selbey Anderson
Other items referenced in this episode:
Geoffrey Moore: The Unicorny Marketing Show
The Gorilla Game by Geoffrey Moore
Matt Dixon: The Unicorny Marketing Show
April Dunford: The Unicorny Marketing Show
Ben M. Bensaou: The Unicorny Marketing Show
Nudge
Uncensored CMO
Michael Porter: The Unicorny Marketing Show
Sarah Robb: The Unicorny Marketing Show
Duncan Daines: The Unicorny Marketing Show
97. Marketing a business is everyone's business
41. Must win battles for marketers
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In this episode of The Unicorny Marketing Show, Dom talks to Tas Tasgal, Keynote speaker, author and trainer about the intricacies of human behaviour in marketing.
Tas challenges common perceptions in marketing, emphasising that decision-making is often unconscious and influenced by emotions rather than rational thought.
Key points:
Traditional market research often fails to capture true consumer motivationsThe role of emotions in decision-makingEngaging narratives can significantly enhance brand communicationListen in to rethink conventional strategies and explore deeper emotional connections with your audience.
Competition time!🏆For a chance to win a free copy of 'The Consumer Behaviour Book' by Anthony "Tas" Tasgal, simply click here and fill in the form with your answer to the question:
'I like The Unicorny Marketing Show because…'
CLICK HERE TO ENTER🍀Good luck!🍀
About Anthony "Tas" TasgalTas is a man of many lanyards: trainer, author, TEDx speaker, brand/comms strategist and lecturer.
He is a Course Director for the Chartered Institute of Marketing, the Market Research Society, the Institute of Internal Communications, the Civil Service College and the Chartered Institute of Procurement and Supply.
He is a global speaker, did his first TEDx talk in Newcastle in November ’23, and regularly reviews the papers live on TalkTV.
He specialises in storytelling, behavioural economics, insightment, and as a lapsed Classicist he also indulges in etymology and Homer (not the yellow one).
He also runs The Guardian masterclass on “Harnessing the power of storytelling” and is a Brand Ambassador for Home Grown Club in London.
He works for clients as varied as the BBC, Nokia, Panasonic, The Royal Albert Hall, EE, Boehringer Ingelheim Animal Health, The Intellectual Property Office (UK Govt), ReLondon and the NHS.
He is the author of 5 books- the award-winning The Storytelling Book, [which has sold nearly 40,000 copies globally] The Inspiratorium , “InCitations” , The Storytelling Workbook and The Insight Book.
His sixth book- The Consumer Behaviour Book- was published in June 2024.
LinksFull show notes: Unicorny.co.uk
Watch the episode: https://youtu.be/xdBqXQzEyKk
LinkedIn: Anthony Tasgal | Dom Hawes
Books by Anthony Tasgal
Sponsor: Selbey Anderson
Other items referenced in this episode
The Consumer Behaviour Book by Anthony Tasgal
Incognito by David Eagleman
Sum by David Eagleman
Phineas Gage
Passage of an Iron Rod...
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In this episode, marketing veteran Mark Larwood offers a refreshing perspective on the importance of patience in marketing. Mark discusses how today's fast-paced business environment can push for instant results, but slowing down and allowing strategies to mature can deliver lasting competitive advantages.
Key points:
Patience in marketing can lead to better long-term outcomes. Balancing short-term demands with long-term goals is essential for success. AI can enhance creativity by handling mundane tasks, not just speeding up processes. Effective communication and transparency are crucial during periods of change and acquisition. Building relationships and nurturing brands is as important as immediate results.Are you curious to know how ruthless prioritisation and patience might reshape your marketing strategy? Don't miss this episode!
About Mark LarwoodWith two decades of B2B tech marketing experience, Mark has worked with both global giants and innovative start-ups, including Atos, O2, Philips, and Telefónica. Currently, Mark serves as Marketing Director for CloudClevr, a next-generation Managed Services Provider formed from the merger of four leading communications and IT businesses. An advocate for Account-Based Marketing (ABM) strategies, Mark excels in driving alignment between sales and marketing teams, and ensuring marketing effort leads to sustainable and profitable growth. His expertise lies in his deep understanding of the tech and marketing landscape to craft strategies and drive his team to deliver results. Mark’s leadership is characterised by a commitment to innovation, strategic vision, and a relentless focus on achieving business outcomes.
LinksFull show notes: Unicorny.co.uk
Watch online: https://youtu.be/pz-OAgtWXuY
LinkedIn: Mark Larwood | Dom Hawes
Website: CloudClevr
Sponsor: Selbey Anderson
Other items referenced in this episode:
Crazy frog
Michael E. Porter
What Is A KPI? Definition & Examples - Forbes
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In this episode of The Unicorny Marketing Show, Graham Wylie joins Dom to challenge the conventional view of marketing.
Wylie argues that marketing shouldn’t be confined to a single department but should be a company-wide responsibility. He explains the importance of aligning marketing promises with product delivery and encourages organisations to involve every team member in creating a consistent customer experience.
Key points:
Marketing as a company-wide responsibility rather than a department function.The risks of inconsistent brand promises when marketing efforts are siloed.Leveraging market disruptions to drive change and opportunity.Engaging every stakeholder across the business for a unified marketing approach.Listen now to learn how to break marketing out of its silo and drive growth across your organisation.
About Graham WylieIs Graham the world's foremost authority on marketing in organisations going through change? Possibly ;)
With three decades in B2B marketing, across vastly different geographies and industries; Agency, VC, PE and Corporate environments, and always at an inflection point for the business, there is real depth and breadth to his experience. Combine that with a nerd-level curiosity about how marketing actually works, and why businesses struggle with go-to-market, you get a rare combination of cutting edge theory, innovative practice and real world pragmatism that delivers results.
As we recorded this podcast Graham was wrapping up a large corporate transformation and by the time you listen to it he will have started as Chief Marketing Officer for activpayroll.
LinksFull show notes: Unicorny.co.uk
Watch episode: https://youtu.be/CNdB6sGzYJs
LinkedIn: Graham Wylie | Dom Hawes
Website: activpayroll
Sponsor: Selbey Anderson
Other items referenced in this episode:
The Unicorny Marketing Show: April Dunford
80. The Unicorny Marketing Manifesto: What marketing is
The Hard Thing About Hard Things by Ben Horowitz
Rory Sutherland
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In this episode of The Unicorny Marketing Show, Dom and Peter Whent discuss Peter's straightforward "pool rules" for better marketing messaging. Inspired by clear, no-nonsense swimming pool signs, these rules focus on the power of simple, bold communication.
Peter highlights the need for brands to stop using jargon and start focusing on the real issues their customers face. The conversation covers why businesses should be more direct, and how clear, impactful messaging can help brands stand out.
Key points:
Peter Whent's "pool rules" for clear, customer-focused messaging.Avoiding jargon and using simple, direct communication.The importance of addressing customer needs over product features.Why bold and clear messaging is essential for differentiation.Listen in for practical advice that will help you refresh your marketing and make it truly effective.
About Peter WhentYesterday, Peter Whent built several businesses, making mistakes and learning along the way. Dealing with the establishment—investors, lawyers, the tax authorities, and others—helped him develop a healthy cynicism towards the phrase, "that's how it's always been done."
Today, Peter owns and runs a modestly celebrated creative coalition called BoldAF, where he challenges norms and breaks the rules to help brands uncover the big creative idea that will ignite their identity. Once he's found it, he transforms it into bold messaging that gives the brand personality and draws prospects in like the Pied Piper.
LinksFull show notes: Unicorny.co.uk
Watch episode: https://youtu.be/vlAY0Kc55mE
LinkedIn: Peter Whent | Dom Hawes
Email: [email protected]
Website: Bold AF
Sponsor: Selbey Anderson
Other items referenced in this episode:
The 22 Immutable Laws of Marketing by Al Ries and Jack Trout
Bold AF: Pool Rules
Bold AF: Brandwank Bingo
Dropbox Original MVP Explainer Video
Berkshire Hathaway INC.
Brand AF: Blog on Virgin Cola vs Fever Tree
Nike ad featuring Colin Kaepernick
Apple ad ‘Crush!’
Bumble’s apology for celibacy ad
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In this episode, Dom Hawes interviews cognitive neuroscientist Carmen Simon, uncovering how brain science can help marketers ensure their content is remembered.
Carmen highlights the importance of focusing on distinctiveness and emotion to make sure your audience recalls the most crucial parts of your message.
By understanding how the brain processes and retains information, marketers can begin crafting content that truly sticks, helping brands stand out in today’s crowded digital space.
Key points:
Why distinctiveness helps capture and keep audience attention.How emotions play a key role in enhancing memory retention.The practical application of neuroscience tools like EEGs and eye-tracking in content strategy.Defining your "10% message" to ensure you focus on what matters most to your audience.Catch the full episode for more on how neuroscience can transform your marketing approach.
Competition time!🏆For a chance to win a free copy of 'Impossible to Ignore' by Carmen Simon, PhD, simply click here and fill in the form with your answer to the question:
'I like The Unicorny Marketing Show because…'
CLICK HERE TO ENTER🍀Good luck!🍀
About Carmen SimonDr. Carmen Simon is a cognitive neuroscientist and Chief Science officer at Corporate Visions. She is also the founder of Enhancive, an agency that helps organizations use neuroscience to create content that impacts customers’ memory and decisions. Her most popular books on customers’ attention and memory are called Impossible to Ignore and Made You Look. She also teaches at Stanford University on topics related to creating content that is memorable and actionable. After all, what is the use of memory if people don’t do anything with it?
LinksFull show notes: Unicorny.co.uk
LinkedIn: Carmen Simon | Dom Hawes
Contact: [email protected]
Website: Enhancive
Sponsor: Selbey Anderson
Other items referenced in this episode:
How Brand Grow by Byron Sharp
Thinking, Fast and Slow by Daniel Kahneman
The Ehrenberg-Bass Institute for Marketing Science
AML– Simple ideas for a complicated world
memorable.locals.com
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Could your company’s most valuable asset be its culture? In this episode, Hilton Barbour, a seasoned marketing consultant, discusses the vital role of organisational culture. He explains how culture shapes decisions, brand identity, and even the ability to innovate. Hilton explores the connection between culture and strategy, providing real-world examples from companies like Boeing and Nike, showing why this alignment is key to success.
Key points:
• Definition of culture and its impact on business success.
• The importance of aligning culture and strategy for growth.
• Leadership's influence on culture within an organisation.
Listen to discover how culture can become your organisation’s hidden advantage.
Competition time!🏆For a chance to win a free 'Fix Your Culture! This is How.' e-book by Jeppe Hansgaard and Unicorner Hilton Barbour, simply click here and fill in the form with your answer to the question:
'Describe an action or a behaviour of a company that you have worked for that demonstrated the culture delivering the brand strategy.'
CLICK HERE TO ENTER🍀Good luck!🍀
About Hilton BarbourHilton Barbour’s first love is marketing, which he believes is the growth engine of any organization. From crafting unique value propositions to nurturing distinctive brands (and even creating a few), he has international client and agency experience in driving growth, building loyal customers, and gaining market share. He has worked across both B2B and B2C sectors, leading global brands and feisty start-ups. This diverse exposure gives him a unique perspective on how to build and execute marketing strategies that deliver.
While marketing can drive growth, Hilton believes that only when employees are fully aligned and committed can an organization achieve real competitive advantage. Culture, he feels, is the fuel of creativity, ingenuity, and agility that enable a firm to truly win with partners and customers.
He fiercely believes in the combination of marketing and culture to differentiate—and win—in the marketplace.
LinksFull show notes: Unicorny.co.uk
Podcast video: https://youtu.be/yK9AZEdZcNM
LinkedIn: Hilton Barbour | Rachel Fairley
Website: HiltonBarbour.com
Sponsor: Selbey Anderson
Other items referenced in this episode:
Procter & Gamble
Ogilvy & Mather
MacLaren
McCann
WPP
Robert Sutton
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In the second part of this episode, Leonard Burger returns to discuss the growing trend of side hustles and their unexpected benefits for marketers.
Leonard shares how working on external projects, such as angel investing, has enriched his professional career, offering valuable perspectives that can be applied to his core role in product marketing.
The episode also explores future trends in product marketing, including the impact of AI and how companies can foster creativity by giving employees more flexibility.
Key points:
Side hustles as a tool for career growth and creativity.The rise of AI and machine learning in product marketing.Encouraging a creative mindset by balancing day jobs with passion projects.How external perspectives can fuel innovation in the workplace.Get ready to explore how you can apply these future-focused ideas to your marketing strategies.
About Leonard BurgerLeo is a product marketing specialist by day and fintech geek by night. Currently active in fintech marketing, his professional experience spans across multiple industries and countries. Besides marketing he also has a passion for startups, innovation and venture capital.
LinksFull show notes: Unicorny.co.uk
LinkedIn: Leonard Burger | Dom Hawes
Website: Leonard Burger bio
Sponsor: Selbey Anderson
Other items referenced in this episode:
Leda Glyptis PHD
Andrew Davies: The Unicorny Marketing Show
'Deeply sorry,' CrowdStrike boss apologises for global IT outage by Zoe Kleinman, BBC News
Utopia for Realists: And How We Can Get There by Rutger Bregman
Product Marketing Alliance
Chapter summariesIntroduction to part two
Dom welcomes listeners back for part two of the discussion with Leonard Burger, introducing product marketing’s relevance today and preparing for an exploration of its future.
The rise of side hustles
Dom and Leonard discuss the increasing popularity of side hustles among professionals, especially in the US, and how they can enhance career development.
Leonard’s personal experience with side hustles
Leonard shares...
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In this episode of The Unicorny Marketing Show, we pull back the curtain on a crucial, yet often overlooked, role in marketing: product marketing. Host Dom Hawes sits down with Leonard Burger to explore how product marketers act as the glue that binds sales, engineering, customer success, and strategy.
With product marketing well-established in the US but still emerging in the UK, this conversation digs into the core responsibilities that product marketers handle every day—simplifying complex products, aligning internal teams, and ensuring the customer’s voice drives business decisions.
Key points:
Product marketing as the essential glue between departments.The phases of product marketing, from internal conversations to messaging and deployment.Product marketers’ role in bridging gaps between teams, including sales, engineering, and customer success.How side hustles can contribute to the core roles in marketing.If you're curious about the wider role of product marketing, this episode will shed light on how it influences various parts of a business.
About Leonard BurgerLeo is a product marketing specialist by day and fintech geek by night. Currently active in fintech marketing, his professional experience spans across multiple industries and countries. Besides marketing he also has a passion for startups, innovation and venture capital.
LinksFull show notes: Unicorny.co.uk
LinkedIn: Leonard Burger | Dom Hawes
Website: Leonard Burger bio
Sponsor: Selbey Anderson
Other items referenced in this episode:
Product Marketing Misunderstood by Richard King and Bryony Pearce
The Customer-Funded Business by John Mullins
Chapter summariesThe Role of Product Marketing in Business
Dom Hawes introduces the episode, focusing on product marketing's role as a key connector between different business functions. Leonard Burger, the guest, is introduced.
Leonard's Journey into Product Marketing
Leonard shares his career journey, from starting as a pricing analyst to becoming a product marketer, and explains the unique responsibilities that come with this role.
Key Qualities of a Product Marketer
Leonard discusses the essential traits for product marketers, including curiosity and the ability to understand technical details while connecting them to broader business goals.
Defining product marketing and its core responsibilities
Leonard explains how product marketing evolved from the tech sector, especially in Silicon Valley, and its role in connecting technical and strategic elements within a company.
Product marketing misunderstood
Leonard talks about the misconceptions surrounding product marketing in Europe and discusses how positioning and messaging are the core responsibilities of the role.
The four-phase plan for product marketing
Dom summarises Leonard's process for successful product marketing: understanding the product, crafting a message, identifying the audience, and developing product demos.
Product marketers as the bridge between...
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In this continuation of Dom Hawes' conversation with Simon Carter, the focus shifts to the challenges facing marketing leadership and the role of trade bodies.
They discuss how marketing organisations often fall short in supporting senior marketers, which affects the profession’s growth. Simon highlights the importance of earning respect within organisations and the difficulties posed by hybrid working on building professional relationships and advancing careers.
Key topics:
• The lack of support for senior marketers from trade bodies
• The challenge of earning respect and demonstrating marketing’s value
• The impact of hybrid work on networking and career progression
This episode explores how marketers can enhance their influence and become more valued in their companies.
About Simon CarterA commercially articulate senior leader, with a track record of helping businesses grow significantly in the digital world. With roles in both the permanent and interim market, leading organisations through significant change and transformation across a wide range of sectors – from Automotive to Retail, Financial Services to Utilities, Telco to Technology, Travel and Leisure to Education, and into the Third Sector – in both consumer and business-to-business roles, operating on both the client and agency side, in permanent and independent positions. A Liveryman with the Worshipful Company of Marketors, former weekly columnist for a Marketing magazine, Pro-Vice Chancellor for Coventry University, and a director of a 200-property Freehold company.
LinksFull show notes: Unicorny.co.uk
LinkedIn: Simon Carter | Dom Hawes
Sponsor: Selbey Anderson
Other items referenced in this episode:
CIM
DMA
IPA
Mark Ritson’s Mini MBA
80. The Unicorny Marketing Manifesto: What marketing is
Chapter summariesIntroduction and recap of part 1
Dom briefly recaps part one, touching on the divide between short-term and customer-centric organisations. He sets the stage for part two, focusing on leadership and marketing representation.
Leadership and trade bodies
Dom and Simon discuss the shortcomings of trade bodies like the CIM and DMA, which focus more on junior members and revenue rather than supporting senior marketers.
The isolation of leadership
Simon shares how networking and hard work helped him advance, despite the lack of formal support from trade bodies.
Hybrid working and the networking gap
Simon expresses concern about how hybrid work affects younger professionals’ ability to build important career connections that were easier in traditional work settings.
Simon’s definition of...
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In this episode of The Unicorny Marketing Show, Dom chats with Simon Carter, a marketing expert with a diverse background in industries such as financial services, utilities, and B2B.
The conversation focuses on why marketing is often undervalued in organisations, touching on leadership, company culture, and the ongoing struggle for marketers to have a seat at the strategic table. Simon shares candid insights on how marketers can reposition themselves as vital to business success, offering lessons from his own career, from NatWest to Thomas Cook.
Key topics:
• The concept of marketing as a company's centre of gravity
• The long-term vs short-term marketing debate and its impact on brand building
• How marketers can elevate their role by owning the voice of the customer
The conversation is essential for any senior marketer navigating the challenge of positioning marketing as a strategic business driver.
About Simon CarterA commercially articulate senior leader, with a track record of helping businesses grow significantly in the digital world. With roles in both the permanent and interim market, leading organisations through significant change and transformation across a wide range of sectors – from Automotive to Retail, Financial Services to Utilities, Telco to Technology, Travel and Leisure to Education, and into the Third Sector – in both consumer and business-to-business roles, operating on both the client and agency side, in permanent and independent positions. A Liveryman with the Worshipful Company of Marketors, former weekly columnist for a Marketing magazine, Pro-Vice Chancellor for Coventry University, and a director of a 200-property Freehold company.
LinksFull show notes: Unicorny.co.uk
LinkedIn: Simon Carter | Dom Hawes
Sponsor: Selbey Anderson
Other items referenced in this episode:
81.The Unicorny Manifesto: Why 'phony wars' kill credibility
58. Battle of Beliefs: Does professional certification kill marketers instinct? With Paul Worthington
The 95:5 rule by John Dawes
Marketing Trek: CSATs & NPS Are Garbage
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In Part 2 of our conversation with Clare Jones, CMO of System C, we explore the challenges of rebranding, maintaining brand integrity, and the strategic art of prioritising customers.
Clare shares her experience of unifying multiple brands into one cohesive identity while staying true to core values. She also introduces her "rule of thirds" for campaign planning—emphasising the importance of balancing groundwork, execution, and follow-up for maximum impact. What is covered:
How to manage a complex rebranding process while preserving brand equity.The significance of aligning internal values with external brand perception.Strategic customer prioritisation through stack ranking.Using “time to value” as a KPI to build stronger customer relationships.Listen for practical insights on rebranding, customer prioritisation, and effective campaign strategies in this second part of our conversation with Clare Jones.
About Clare JonesClare has a long history in B2B marketing, developing strategies to build brands and drive growth for software businesses.
Clare thrives on delivering results-driven integrated demand generation programmes with clear goals and outcomes, which have been recognised with industry awards. Clare has successfully executed on brand strategy which incorporates acquisitions as part of an overall growth strategy.
A passionate marketeer, Clare recognises the contribution every member of the team can make and enjoys creating high performing teams. And of course, have a little fun along the way.
LinksFull show notes: Unicorny.co.uk
LinkedIn: Clare Jones | Dom Hawes
Website: System C
Sponsor: Selbey Anderson
Other items referenced in this episode:
Gartner
Géraldine Tenten's Unicorny episodes
Chapter summariesIntroduction and recap of Part 1
Dom Hawes begins Part 2 by summarising the key topics covered in the previous episode, setting the stage for a deeper exploration of rebranding and customer prioritisation.
The challenges of rebranding and maintaining integrity
Clare discusses the complexities of merging multiple brands into one, the importance of preserving brand equity, and the internal process of aligning the company’s values with its external brand identity.
Why brand values matter and how to live them
Clare emphasises the need for authenticity in brand values, sharing her approach to embedding these values across the organisation and ensuring they resonate with both employees and customers.
Building internal buy-in during rebranding
Clare talks about the importance of securing buy-in from key stakeholders during the rebranding process. She shares strategies for involving senior leadership and employees early on to ensure the brand reflects the company’s true identity.
Stack ranking and customer prioritisation and the ‘rule of three’
Clare explains her method for prioritising customers through stack ranking, focusing on those most likely to engage while ensuring others are nurtured appropriately. Clare introduces her "rule of thirds" approach to campaign...
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In this episode of The Unicorny Marketing Show, Clare Jones, CMO of System C, challenges the common perceptions around demand generation, explores the changing dynamics of B2B buyer behaviour, and discusses the complexities of mergers and acquisitions.
Clare highlights why marketing needs to be involved at every stage of the buyer's journey and makes a strong case for its importance at the board level. You’ll gain insights on how marketing can influence M&A processes and why collaboration between sales and marketing is crucial.
The importance of combining demand generation and brand work for effective marketing.How viewing sales as a marketing channel can redefine customer relationships.The strategic role of marketing in mergers and acquisitions, especially in unpredictable markets.Listen in to hear Clare’s advice on navigating these challenges in today’s business environment.
About Clare JonesClare has a long history in B2B marketing, developing strategies to build brands and drive growth for software businesses.
Clare thrives on delivering results-driven integrated demand generation programmes with clear goals and outcomes, which have been recognised with industry awards. Clare has successfully executed on brand strategy which incorporates acquisitions as part of an overall growth strategy.
A passionate marketeer, Clare recognises the contribution every member of the team can make and enjoys creating high performing teams. And of course, have a little fun along the way.
LinksFull show notes: Unicorny.co.uk
LinkedIn: Clare Jones | Dom Hawes
Website: System C
Sponsor: Selbey Anderson
Other items referenced in this episode:
Dale Harrison’s Unicorny episodes
Sarah Robb’s Unicorny episodes
CVC
Chapter summariesIntroduction to Clare Jones and demand generation
Dom introduces the episode, outlining the focus on demand generation and its importance in modern marketing. He introduces Clare Jones' expertise and sets the stage for an in-depth discussion on the topic.
The relationship between demand generation and brand building
Clare discusses the need for a balanced approach to marketing, where demand generation and brand equity work together. She critiques the industry’s use of jargon and advocates for a more straightforward, integrated strategy.
The impact of the pandemic on buyer behaviours
Clare shares insights from her MBA dissertation on how the pandemic altered buyer behaviours. She highlights the growing role of digital channels and the increasing influence of millennials in B2B decisions.
Rethinking the role of sales in marketing
A discussion on whether sales should be considered a part of marketing. Clare argues for closer integration, highlighting the ongoing role of marketing in customer advocacy and relationship management.
The challenges of long B2B sales cycles
Dom and Clare explore the difficulties of lengthy B2B sales cycles, the need to...
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In this continuation of the discussion with Professor Ben Bensaou from INSEAD Business School, Dom explores how organisations can build a robust framework for continuous improvement and creativity.
Bensaou introduces the concept of the "innovating engine," explaining how companies can create a structured environment that encourages all employees to contribute new ideas while balancing these efforts with the demands of day-to-day operations.
Understand how to set up a structured approach to generating and implementing new ideas.Learn about the crucial role middle managers play in nurturing a culture of creativity.Discover examples from large companies like Bayer and BASF on how they effectively manage new ideas.This discussion provides practical advice for those looking to create a more dynamic and forward-thinking environment in their organisation.
About Ben M. BensaouBen M. Bensaou is Professor of Technology Management and Professor of Asian Business and Comparative Management at INSEAD, Fontainebleau, France. He served as the INSEAD Dean of Executive Education from 2018 to 2020. He was a Visiting Associate Professor at the Harvard Business School for 1998-1999, a Senior Fellow at the Wharton School of Management for 2007-2008 and a Visiting Scholar at the Haas School of Business at UC Berkeley for 2013-2015. He was also a Visiting Professor at Kobe University for 2021-2022.
Bensaou is a leading expert on Innovation and how to build, maintain, and enhance a company’s collective innovating capabilities. He was nominated for the 2023 Thinkers50 Innovation Award and his book Built to Innovate: Essential Practices to Wire Innovation into Your Company’s DNA (2021, McGraw-Hill) was selected as one of the Thinkers50 Top 10 Management Books for 2022. Bensaou explains in detail his systematic approach. It defines specific innovative practices and roles for employees at each level of the organization, offers tools and a process methodology for innovating, and presents a host of vivid case studies that illustrate the dramatic benefits possible.
LinksFull show notes: Unicorny.co.uk
LinkedIn: Ben M. Bensaou | Dom Hawes
Website: benbensaou.com
Sponsor: Selbey Anderson
Other items referenced in this episode:
Built to Innovate by Ben M. Bensaou with Karl Weber
Basotect,
BASF
Fostering Employee Innovation at a 150-Year-Old Company by Monika Lessl, Henning Trill, and Julian Birkinshaw, Harvard Business Review
Chapter summariesIntroduction to part 2
Dom Hawes briefly recaps the first part and shifts focus to applying the concepts of continuous improvement within organisations, moving from idea generation to structured processes.
The innovating engine approach
Ben Bensaou introduces the "innovating engine," a framework that allows organisations to foster...
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In this episode of The Unicorny Marketing Show, Professor Ben M. Bensaou of INSEAD Business School joins us to discuss how organisations can build a culture where innovation thrives.
Bensaou shares real-world examples from companies like Starwood Hotels and Fiskars, showing how even established businesses can invigorate their innovation processes by involving everyone, not just the experts.
• Understand how to foster innovation across your entire organisation.
• Learn the significance of considering non-customers in your innovation strategy.
• Discover ways to manage and sustain innovation beyond just the R&D teams.
Don’t miss out on this valuable discussion that could transform your approach to innovation in business.
About Ben M. BensaouBen M. Bensaou is Professor of Technology Management and Professor of Asian Business and Comparative Management at INSEAD, Fontainebleau, France. He served as the INSEAD Dean of Executive Education from 2018 to 2020. He was a Visiting Associate Professor at the Harvard Business School for 1998-1999, a Senior Fellow at the Wharton School of Management for 2007-2008 and a Visiting Scholar at the Haas School of Business at UC Berkeley for 2013-2015. He was also a Visiting Professor at Kobe University for 2021-2022.
Bensaou is a leading expert on Innovation and how to build, maintain, and enhance a company’s collective innovating capabilities. He was nominated for the 2023 Thinkers50 Innovation Award and his book Built to Innovate: Essential Practices to Wire Innovation into Your Company’s DNA (2021, McGraw-Hill) was selected as one of the Thinkers50 Top 10 Management Books for 2022. Bensaou explains in detail his systematic approach. It defines specific innovative practices and roles for employees at each level of the organization, offers tools and a process methodology for innovating, and presents a host of vivid case studies that illustrate the dramatic benefits possible.
LinksFull show notes: Unicorny.co.uk
LinkedIn: Ben M. Bensaou | Dom Hawes
Website: benbensaou.com
Sponsor: Selbey Anderson
Other items referenced in this episode:
Built to Innovate by Ben M.
Bensaou with Karl Weber
Fiskars
How gamers with disabilities helped design the new Xbox Adaptive Controller’s elegantly accessible packaging by Deborah Bach, Microsoft
Blue Ocean Strategy by W. Chan Kim and Renée A. Mauborgne
Unicorny episodes Maja Gedosev from JetBlue Airways
Joyce King Thomas' VCU Brandcenter graduation speech May 2019
Chapter summariesThe state of creativity in business
Dom Hawes explores
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