Unicorny
Unicorny is a podcast about business, strategy, innovation, and commercial marketing. Host Dom Hawes interviews CMOs, CEOs, CFOs, venture capitalists, private equity leads, consultants, and influencers to uncover clues for finding and unlocking value.
Episodes
112. From 4% awareness to industry icon: ESET’s Jules Berriff reveals the secrets to brand resilience, trust, and long-term growth
In this episode of The Unicorny Marketing Show, Jules Beriff, UK Marketing Director at ESET UK, reveals how businesses can build trust as a cornerstone for brand resilience. Jules explains why trust internally—within teams and leadership—and externally, with customers and partners, is crucial for navigating crises and driving sustainable growth. What you'll learn: The role of brand aware
111. Constraints and creativity: how ZF's Camilla Davison unlocks business's toughest challenges
In this episode of The Unicorny Marketing Show, host Dom sits down with Camilla Davison, CMO of ZF Aftermarket, to explore how B2B marketing can deliver meaningful customer value. Camilla shares her journey from consumer goods to the aftermarket industry, revealing key lessons about value creation, marketing leadership, and the challenges of balancing short-term profitability with long-t
110. Marketing: the strategic powerhouse many businesses are missing with Lisa Quest
Lisa Quest, Partner, Head of UK&I, Co-Head of Government and Public Institutions - Europe at Oliver Wyman, joins The Unicorny Marketing Show to discuss how marketing can transform from a cost centre into a powerful growth driver. Drawing on her leadership experience, Lisa shares how aligning marketing strategies with leadership priorities and metrics can unlock unprecedented busines
109. Underestimating customers: the costly mistake businesses make with Jazz Aujla
In this episode, Jazz Aujla, global head of digital marketing at Euromonitor International, shares her insights on aligning marketing efforts with customer needs. From her journey starting in research at Deloitte to a leader in digital marketing. Jazz breaks down why companies often underestimate their customers, the risks this poses, and how to avoid common pitfalls. What you'll learn:
108. Break trust? Break the business. Why brand is your most valuable asset with Christine Alemany
Short-term gains often tempt businesses to cut corners—but at what cost? Christine Alemany joins The Unicorny Podcast to discuss balancing immediate profit demands with building long-term trust and authenticity. From high-profile corporate missteps to cautionary tales like Boeing and WeWork, Christine reveals why credibility matters and how sustainable growth stems from consistency.What you'll lea
107. Lessons about AI bias and what it means for businesses with marketing supremo Catherine Reed from SAP
Catherine Reed, Senior Marketing Director at SAP and PhD candidate in bias and AI for marketing, shares her expertise on using AI to enhance marketing strategies. Together with Dom Hawes, Catherine discusses the practical benefits of AI in customer scoring, its role in account-based marketing (ABM), and strategies to identify and manage bias in AI tools.What you'll learn:How to make the most of AI
106. What you need to know for marketing in 2025 and what you've got to look forward to with Dom and Rachel
Happy New Year! As we step into 2025, it’s time to reflect on the lessons of the past year and gear up for the challenges and opportunities ahead. Rachel discusses her upcoming book, Rebrand Right, written with Sarah Robb, and its mission to empower marketer everywhere with the why and the how to drive business growth, making imposter syndrome so very last year! Dom and Rachel discuss what’s comi
105. The Unicorny Christmas show and tell with the whole gang
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 epi
104. Why marketers make the best startup founders with David Hart
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 i
103. Why commonly accepted "science" could cost your brand millions with Felipe Thomaz
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:W
102. Marketing leadership: Advancing with emotional intelligence
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,
101. How OakNorth disrupts - the inside story
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 OakNort
100. Unicorny scores a century: what we learned so far
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 understan
99. Consumer Behaviour: we don't think the way we think we think
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 mo
98. Four Ps and a T. Why time matters in marketing
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.&nbs
97. Marketing a business is everyone's business
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
96. Rebel writing: how brandwank is killing your comms
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
95. Impossible to Ignore with Carmen Simon
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 cr
94. The behaviour you ignore is the culture you get
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, showi
93. Are side hustles marketers' secret weapon
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 produc
92. Product marketing’s secret role in SaaS success
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 conversatio
91. Respect - the currency of your customers (and your career)
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 wo
90. The #1 thing holding your marketing back (it's not your team)
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 can
89. 'Stack ranking': how to prioritise accounts for maximum gain
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 balan
88. Re-evaluating demandgen: what marketers need to know
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 l
87. From ideas to action: Managing creativity alongside daily operations
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 effort
86. How innovation and marketing drive change together
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.• Under
85. Beyond Strategy: How AI and purpose partner for market success
In this episode, Dom Hawes continues his conversation with Dominic Rodgers, Head of Marketing at Frog Capital, focusing on how purpose is practically applied to scale businesses. Dominic discusses Frog Capital’s use of AI-driven toolkits and how engaging executives in content creation strengthens their impact. The episode also explores how these innovative methods create a unique competitive advan
84. Frog Capital's playbook to purposeful growth
In this episode of Unicorny, Dominic Rodgers, Head of Marketing at Frog Capital, shares how his company integrates purpose into every aspect of its investment strategy.Dominic reveals Frog's unique methodology for scaling businesses, emphasising the vital role of purpose in driving both growth and resilience. The discussion explores how aligning purpose with business strategy creates a sustainable
83. Inspiration from outside: six sigma, side hustles and yoga studios
In this episode of Unicorny, we continue our exploration of the intersection between marketing and entrepreneurship with Sandra Vollrath, a marketing operations leader turned yoga studio owner. Building on the insights from part one, we examine how Lean Six Sigma principles can help eliminate inefficiencies in marketing departments and why understanding your customer’s challenges is crucial, wheth
82. Know thy customer: big ideas from small business success
In this episode of Unicorny, we meet Sandra Vollrath, a seasoned B2B marketing strategist and yoga studio owner, to explore the intriguing parallels between marketing operations and entrepreneurship. Sandra shares her journey from leading global marketing systems at Bentley Systems to founding her own yoga studio, unravelling valuable lessons applicable to both small businesses and large enterpris
81. The Unicorny Manifesto: Why 'phony wars' kill marketers' credibility
In this episode of Unicorny, Dom goes solo again and challenges the common perceptions of B2B marketing, stressing the need for a comprehensive understanding that goes beyond promotional activities. He examines the notion that B2B marketing is ineffective and advocates for a balanced approach that incorporates both traditional and modern marketing theories. Dom critiques the polarisation in market
80. The Unicorny Manifesto: Why do so many people not know what marketing is?
In a slight shake-up from the usual, Dom goes solo and tackles the challenge of defining marketing and its significance within businesses today. Drawing from over 80 podcast episodes and his own experiences, Dom outlines a manifesto for modern marketing. He urges marketers to rethink their definitions and approaches, stressing the need for a unified understanding to enhance their roles' credibilit
79. How technology is going to change the future of marketing communication
In this episode of Unicorny, Dom Hawes continues his conversation with Steven Millman about the transformative potential of AI and quantum computing. They focus on the evolution from artificial general intelligence (AGI) to artificial superintelligence, its implications for marketing, and the ethical considerations surrounding these advancements. The conversation sheds light on the rapid developme
78. Quantum computing, IoT, AI and future marketing
Discover the future of marketing with Dom Hawes and guest Steven Millman as they discuss the implications of quantum computing and advanced AI. Learn how these technologies will transform creative development, hyper-personalization, and real-time data processing, impacting the marketing industry profoundly. Here are some of the key points you can expect to learn:Potential of quantum computing to e
77. How to boost your marketing teams' morale: secrets from a world-class psychologist
Welcome back to Unicorny! In this episode, host Dom Hawes continues his discussion with psychologist Simon Hartley, focusing on how to reignite enthusiasm in marketing teams. Building on the PEAR framework discussed in part one, Simon provides practical advice on creating a motivating work environment. They also explore Simon's book "Two Lengths of the Pool," offering insights into focus and task
76. Four pillars of motivation hold the key to happy team mates
In this episode of Unicorny, host Dom Hawes addresses the troubling issue of job satisfaction among marketers. With the help of Simon Hartley, an esteemed author and sports psychologist, they explore why only half of marketers enjoy their work. Simon provides practical advice on enhancing team motivation and personal job fulfilment using his PEAR framework—Purpose, Enjoyment, Achievement, and Reco
75. How to align strategy with business goals
In this episode of Unicorny, host Dom Hawes continues his conversation with James Gatoff, Group Chief Marketing and Communications Officer at Lombard International Group. James shares his expertise on integrating marketing with business objectives, leveraging technology for measurable outcomes, the importance of crisis communication and the need for authentic engagement in a global business enviro
74. Breaking boundaries by bootstrapping broadcast
In this episode, Dom Hawes chats with James Gatoff, Group Chief Marketing and Communications Officer of Lombard International Group, about the complexities of marketing in highly regulated, multi-jurisdictional environments. James shares his journey from finance to marketing and discusses the strategic use of technology, cultural nuances, and the importance of a commercial focus in marketing commu
73. Departmental myopia: the internal trade off between efficiency and innovation
In this second part of our discussion with Blair Enns, we explore the internal dynamics that influence agency-client relationships. Host Dom Hawes and Blair continue to discuss balancing efficiency and innovation, focusing on how departmental goals can conflict with overarching business objectives. They examine bounded rationality, the inefficiency principle, and the role of leadership in fosterin
72. Transforming agency relationships: From outputs to outcomes
Today's episode of Unicorny tackles the complex dynamics between brand marketers and creative agencies, focusing on the dysfunctional commercial relationships that have emerged over recent years. Host Dom Hawes is joined by Blair Enns, founder of “Win Without Pitching”. They explore how procurement practices and outdated commercial models hinder innovation and value creation. Blair offers insights
71. Thesis-Driven Marketing: you heard it here first
Welcome back to Unicorny! In this episode, Dom Hawes continues his chat with Andrew Davies, a CMO and serial entrepreneur. Andrew shares his thoughts on how to integrate value-based pricing, the importance of packaging, methods for retaining customers in the competitive SaaS landscape, and the concept of thesis-driven marketing. Understanding the impact of frequent pricing and packaging exper
70. How entrepreneurs create value
In this episode of Unicorny, host Dom Hawes speaks with Andrew Davies, Chief Marketing Officer at Paddle, about integrating entrepreneurial principles into marketing strategies. Andrew discusses the benefits of approaching marketing with the mindset of a startup founder, comparing the methodologies of venture capital and private equity, and stressing the importance of growth and innovation. He sha
69. Death to ROI! Marketing is not a profit centre.
Welcome to part two of our myth-debunking session with Dale W. Harrison, where we explore the realities of demand creation in marketing. Dale, a polymath with a broad view of business, explains why performance marketing is flawed and introduces the 95/5 rule, which outlines the natural buying cycles of customers. Understand the 95/5 rule and its implications for demand creation.Learn wh
68. The truth about demand creation? It’s a lie.
Curious about why "demand creation" might be a ‘lie’ or a myth? In this episode, Dale W. Harrison challenges conventional marketing wisdom by arguing that demand cannot be created but only captured. We discuss real-world examples like the iPhone and the Apple Newton to illustrate the differences between capturing existing demand and the futility of trying to create it. You'll also hear about the i
*BONUS episode*: Propolis Community Index and B2B Ignite preview
In this special episode of Unicorny, we're gearing up for B2B Ignite, the business marketing conference taking place on July 3rd at 133 Houndsditch in the City of London. Dom Hawes, your host, talks to Richard O'Connor, CEO of B2B Marketing, about the Propolis Community Index and the key trends shaping business marketing. We dive into insights on budget allocations, customer growth, and the evolvi
67. Why Globalocal marketing’s the right approach
In this episode of Unicorny, Dom Hawes continues his conversation with Maya Price, SAP’s Global Head: Field Marketing Events Management. They discuss the balance between standardisation and customisation in field marketing, focusing on creating global consistency while maintaining local relevance. Maya shares practical advice on optimising resources, the importance of continuous learning, an
66. Field marketing: where outside-in begins
Join Maya Price, SAP's global head of field marketing and event management, to take a peek behind the scenes of field marketing. Learn how she connects brands with customers, navigates the shift from regional to global roles, and strikes the perfect balance between local flair and global consistency. Get ready for practical tips on crafting events that truly resonate, building trust within y
65. Positioning power play: how to make difference pay
Discover the keys to effective product positioning with April Dunford, one of the leading experts in the field. In this episode, April reveals how to harness the power of internal knowledge to understand competition, customer needs, and the value of your offerings. Learn why traditional customer feedback can mislead and find out the right questions to ask for actionable insights. How to
64. Perfect positioning: April Dunford's playbook for success
In this episode of Unicorny, Dom Hawes speaks with April Dunford, a leading expert in B2B tech marketing and the author of "Obviously Awesome" and "Sales Pitch". They explore the complexities of effective product positioning. April highlights typical pitfalls, such as the shortcomings of traditional positioning statements and the critical nature of understanding the knowledge gap between exi
63. Market share masterclass: blending organic growth and M&A
In part two of Rachel Fairley's discussion with Duncan Daines, Head of Engagement at Gama Aviation, she explores the intricacies of growing market share and connecting marketing to business outcomes. Duncan shares his unique approach to achieving commercial success through strategic thinking and adaptable marketing strategies. The importance of blending organic growth and M&A strategies.&
62. Segmentation secrets: precision marketing in niche markets
In this episode, Duncan Daines, Group Head of Engagement at Gama Aviation, shares his perspectives on aligning marketing strategies with commercial outcomes, the evolving role of agencies, and the importance of segmentation. From his unique career spanning product design to high-stakes mergers and acquisitions, Duncan and guest host, Rachel Fairley, discuss what marketers need to drive true busine
61. Unlock the secret to beating imposter syndrome in branding
In this episode of Unicorny, guest host Rachel Fairley and brand strategist Sarah Robb tackle the challenges of imposter syndrome in marketing and the confusion caused by jargon. They discuss practical ways to simplify language, improve cross-departmental communication, and build confidence among marketers. What’s the connection between jargon and imposter syndrome, and how can marketers regain co
60. Cut the Jargon: Simplifying brand strategy for better results
In this episode of Unicorny, Rachel Fairley kicks Dom out of the studio to meet brand expert, Sarah Robb. Together, they discuss the essential elements of creating a brand that genuinely reflects its purpose. Discover how aligning your brand’s purpose with business activities enhances authenticity and learn about the crucial role leadership plays in this process. Are you struggling with marketing
59. Data, sales, strategy: marketing's C-Suite blueprint for success
In this episode of Unicorny, Dom Hawes and marketing strategist Paul Worthington continue their examination of marketing's modern challenges. They tackle how to turn the overwhelming flood of data into a strategic advantage and discuss what it really takes to make an impact in the C-suite. Are you leveraging your data to its full potential? Let’s find out how you can sharpen your approach. Cr
58. Battle of Beliefs: Does professional certification kill marketers instinct?
In this episode of Unicorny, Dom Hawes and guest Paul Worthington discuss whether marketing should be recognised as a formal profession or continue as a trade based on practical experience. They evaluate the potential impacts of standardising marketing practices—could it inhibit creativity and diminish competitive advantage? Weighing the merits of making marketing a formal profession—necessar
57. Sayonara Silos! The power of cross-functional teams in marketing
In this episode of Unicorny, Dom Hawes continues the conversation with Géraldine Tenten, a seasoned IBM marketer, about uniting a company around the shared goal of creating happy customers. They tackle the challenges of aligning sales and marketing, the power of cross-functional "diamond teams," and how digital transformation is reshaping B2B marketing. Can your organization truly put customers at
56. How to change KPI chaos into customer bliss
What’s holding back your business from reaching its full potential? In this episode of Unicorny, host Dom Hawes and guest Géraldine Tenten discuss how to achieve sustainable growth by focusing on happy customers and avoiding common pitfalls. With over 20 years of experience in marketing and communications, Geraldine brings a wealth of practical advice on aligning sales and marketing for business s
55. Mastering chaotic markets with advanced management techniques
Have you considered how enhanced leadership techniques can enable more agile market responses? Or how your team could manage uncertainty through innovative management models?In this episode you'll hear:Further exploration of leadership roles in Beyond BudgetingStrategies for fostering organizational adaptabilityTechniques for sustaining business performance in unpredictable marketsMethods to align
54. Why marketers need to look beyond budgeting
The traditional approach to budgeting is broken. Worse. Budgeting builds dysfunction into business and into your marketing department. There is a better way.This week, we meet Dr Steve Morlidge, thinker, speaker, author of The Little Book of Beyond Budgeting and chair of the European Beyond Budgeting Round table.Traditional marketing budgeting limits a marketer’s ability to adapt to rapid market c
53. Local Leverage: Are marketers missing the mark with community-driven activation?
In today's episode, part two of our discussion with Adrian Coxon, we explore how marketing drives product innovation and brand competitiveness in B2B. Adrian provides practical ways of using customer feedback and competitive analysis to improve market presence.Learn how marketing teams can better represent customer needs in product development.Find ways of improving brand recognition in a competi
52. Demanding what's due: Are marketers under-rated and underpaid?
In this episode of Unicorny, Dom Hawes and guest Adrian Coxon, CMO of Exante, address the ongoing challenge of marketing being undervalued in businesses. The evidence? Many marketers are paid less than their peers.So how do you boost the redress the imbalance? Understand the implications of short-term focus versus long-term strategy in marketing and how it affects how other internal stakeholders v
51. Decoding decisions: anchoring, self-herding and science in B2B with Phil Barden
Join Dom Hawes and Phil Barden as they continue their exploration of decision science in B2B marketing. Discover how subtle elements like perception and pricing can significantly influence buyer decisions. Learn how distinctive branding and pricing strategies can optimize the decision-making process. Learn about aligning explicit and implicit customer goalsThe episode details how (B2B) marketers c
50. Decoding decisions: the hidden science behind why we buy with Phil Barden
Join Dom Hawes and Phil Barden in this episode of Unicorny as they dive into the power of decision science in B2B marketing.Understand decision science's role in marketingExplore how scientific principles can be applied to enhance marketing creativity and effectivenessDiscover how behavioural and decision sciences inform marketing strategiesLearn how renowned marketers have successfully applied sc
49. Beyond Faster Horses: AI's Impact on Search and the Digital Ecosystem
In this compelling continuation of Unicorny's exploration of AI in marketing, Dom Hawes returns with part two of his discussion with Steven Millman and Jonathan Harris. Building on the insights from part one, this episode delves into the emerging role of personal AI assistants and their potential to revolutionise consumer interaction by removing traditional interfaces. The conversation also covers
48. Beyond Faster Horses (1 of 2): AI's Role in Disrupting Marketing
Join Dom Hawes as he dives deep into the transformative role of AI in marketing with industry experts Steven Millman and Jonathan Harris. Discover the metaphorical shift from "building faster horses" to "creating cars," illustrating how AI is set to revolutionise business practices beyond mere efficiency improvements. The trio discusses the potential of AI to replace traditional marketing processe
Innovation in action with Michelle Booth (Bonus)
When Michelle Booth joined us in the studio to talk about marketing transformation, product incubation and agile and marketing in action, we closed the show with a discussion around a PEST analysis like we sometimes do (Political, Economic, Social and Technological).Normally we edit the main show down, and we edit these bits down too, to make one crunchy show. But this time around, there was so mu
47. Innovation in action with Michelle Booth (part 2)
This is part 2 of a two-part (plus bonus) episode in which we met the amazing Michelle Booth, a champion of marketing transformation who thrives leading teams that are agile and empowered. We pick up her story, dealing with heartbreak at Bó, but illustrate how positive people often find new futures, even from an initiative that folds. It's a shame that such a successful product was shelved for rea
46. Innovation in action with Michelle Booth (part 1)
Increasingly, I'm seeing that traditional organisational structures are under scrutiny because they're just too slow. But that's not always the case, and today's guest is going to prove it.In this episode we dig into the experience of Michelle Booth, [these days] head of growth, activation, and innovation at Lloyds Bank. Michelle has thrived as an entrepreneur in businesses that many would think a
45. 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'
44. 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
43. 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,
42. 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, motivation
41. 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 cou
40. 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
39. 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 infor
38. 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 methodol
37. 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 ap
36. 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 outl
35. 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 f
