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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 Larwood

    With two decades of B2B tech marketing experience, Mark has worked with both global giants and innovative start-ups, including Atos, O2, Philips, and Telefónica. Currently, Mark serves as Marketing Director for CloudClevr, a next-generation Managed Services Provider formed from the merger of four leading communications and IT businesses. An advocate for Account-Based Marketing (ABM) strategies, Mark excels in driving alignment between sales and marketing teams, and ensuring marketing effort leads to sustainable and profitable growth. His expertise lies in his deep understanding of the tech and marketing landscape to craft strategies and drive his team to deliver results. Mark’s leadership is characterised by a commitment to innovation, strategic vision, and a relentless focus on achieving business outcomes.

    Links 

    Full show notes: Unicorny.co.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

  • 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 Wylie

    Is 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.

    Links

    Full 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 Whent

    Yesterday, Peter Whent built several businesses, making mistakes and learning along the way. Dealing with the establishment—investors, lawyers, the tax authorities, and others—helped him develop a healthy cynicism towards the phrase, "that's how it's always been done."

    Today, Peter owns and runs a modestly celebrated creative coalition called BoldAF, where he challenges norms and breaks the rules to help brands uncover the big creative idea that will ignite their identity. Once he's found it, he transforms it into bold messaging that gives the brand personality and draws prospects in like the Pied Piper.

    Links 

    Full show notes: Unicorny.co.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

  • 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 Simon

    Dr. 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?

    Links 

    Full 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

  • 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 Barbour

    Hilton 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.

    Links 

    Full 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

  • 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 Burger

    Leo is a product marketing specialist by day and fintech geek by night. Currently active in fintech marketing, his professional experience spans across multiple industries and countries. Besides marketing he also has a passion for startups, innovation and venture capital.

    Links 

    Full show notes: Unicorny.co.uk 

    LinkedIn: Leonard Burger | Dom Hawes 

    Website: Leonard Burger 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 summaries

    Introduction 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...

  • 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 Burger

    Leo is a product marketing specialist by day and fintech geek by night. Currently active in fintech marketing, his professional experience spans across multiple industries and countries. Besides marketing he also has a passion for startups, innovation and venture capital.

    Links 

    Full show notes: Unicorny.co.uk 

    LinkedIn: Leonard Burger | Dom Hawes 

    Website: Leonard Burger 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 summaries

    The 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...

  • 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 Carter

    A commercially articulate senior leader, with a track record of helping businesses grow significantly in the digital world. With roles in both the permanent and interim market, leading organisations through significant change and transformation across a wide range of sectors – from Automotive to Retail, Financial Services to Utilities, Telco to Technology, Travel and Leisure to Education, and into the Third Sector – in both consumer and business-to-business roles, operating on both the client and agency side, in permanent and independent positions. A Liveryman with the Worshipful Company of Marketors, former weekly columnist for a Marketing magazine, Pro-Vice Chancellor for Coventry University, and a director of a 200-property Freehold company.

    Links 

    Full show notes: Unicorny.co.uk 

    LinkedIn: Simon Carter | Dom Hawes 

    Sponsor: Selbey Anderson 

    Other items referenced in this episode:

    CIM

    DMA

    IPA

    Mark Ritson’s Mini MBA

    80. The Unicorny Marketing Manifesto: What marketing is

    Chapter summaries

    Introduction 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...

  • 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 Carter

    A commercially articulate senior leader, with a track record of helping businesses grow significantly in the digital world. With roles in both the permanent and interim market, leading organisations through significant change and transformation across a wide range of sectors – from Automotive to Retail, Financial Services to Utilities, Telco to Technology, Travel and Leisure to Education, and into the Third Sector – in both consumer and business-to-business roles, operating on both the client and agency side, in permanent and independent positions. A Liveryman with the Worshipful Company of Marketors, former weekly columnist for a Marketing magazine, Pro-Vice Chancellor for Coventry University, and a director of a 200-property Freehold company.

    Links 

    Full show notes: Unicorny.co.uk 

    LinkedIn: Simon Carter | Dom Hawes 

    Sponsor: Selbey Anderson 

    Other items referenced in this episode:

    81.The Unicorny Manifesto: Why 'phony wars' kill 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

  • 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 Jones

    Clare has a long history in B2B marketing, developing strategies to build brands and drive growth for software businesses.

    Clare thrives on delivering results-driven integrated demand generation programmes with clear goals and outcomes, which have been recognised with industry awards. Clare has successfully executed on brand strategy which incorporates acquisitions as part of an overall growth strategy.

    A passionate marketeer, Clare recognises the contribution every member of the team can make and enjoys creating high performing teams. And of course, have a little fun along the way.

    Links 

    Full show notes: Unicorny.co.uk 

    LinkedIn: Clare Jones | Dom Hawes 

    Website: System C

    Sponsor: Selbey Anderson 

    Other items referenced in this episode:

    Gartner

    Géraldine Tenten's Unicorny episodes

    Chapter summaries

    Introduction 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...

  • 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 Jones

    Clare has a long history in B2B marketing, developing strategies to build brands and drive growth for software businesses.

    Clare thrives on delivering results-driven integrated demand generation programmes with clear goals and outcomes, which have been recognised with industry awards. Clare has successfully executed on brand strategy which incorporates acquisitions as part of an overall growth strategy.

    A passionate marketeer, Clare recognises the contribution every member of the team can make and enjoys creating high performing teams. And of course, have a little fun along the way.

    Links 

    Full show notes: Unicorny.co.uk 

    LinkedIn: Clare Jones | Dom Hawes 

    Website: System C

    Sponsor: Selbey Anderson 

    Other items referenced in this episode:

    Dale Harrison’s Unicorny episodes

    Sarah Robb’s Unicorny episodes

    CVC

    Chapter summaries

    Introduction 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...

  • 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. Bensaou

    Ben M. Bensaou is Professor of Technology Management and Professor of Asian Business and Comparative Management at INSEAD, Fontainebleau, France. He served as the INSEAD Dean of Executive Education from 2018 to 2020. He was a Visiting Associate Professor at the Harvard Business School for 1998-1999, a Senior Fellow at the Wharton School of Management for 2007-2008 and a Visiting Scholar at the Haas School of Business at UC Berkeley for 2013-2015. He was also a Visiting Professor at Kobe University for 2021-2022.

    Bensaou is a leading expert on Innovation and how to build, maintain, and enhance a company’s collective innovating capabilities. He was nominated for the 2023 Thinkers50 Innovation Award and his book Built to Innovate: Essential Practices to Wire Innovation into Your Company’s DNA (2021, McGraw-Hill) was selected as one of the Thinkers50 Top 10 Management Books for 2022. Bensaou explains in detail his systematic approach. It defines specific innovative practices and roles for employees at each level of the organization, offers tools and a process methodology for innovating, and presents a host of vivid case studies that illustrate the dramatic benefits possible.

    Links 

    Full show notes: Unicorny.co.uk 

    LinkedIn: Ben M. Bensaou | Dom Hawes 

    Website: benbensaou.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 summaries

    Introduction 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...

  • 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. Bensaou

    Ben M. Bensaou is Professor of Technology Management and Professor of Asian Business and Comparative Management at INSEAD, Fontainebleau, France. He served as the INSEAD Dean of Executive Education from 2018 to 2020. He was a Visiting Associate Professor at the Harvard Business School for 1998-1999, a Senior Fellow at the Wharton School of Management for 2007-2008 and a Visiting Scholar at the Haas School of Business at UC Berkeley for 2013-2015. He was also a Visiting Professor at Kobe University for 2021-2022.

    Bensaou is a leading expert on Innovation and how to build, maintain, and enhance a company’s collective innovating capabilities. He was nominated for the 2023 Thinkers50 Innovation Award and his book Built to Innovate: Essential Practices to Wire Innovation into Your Company’s DNA (2021, McGraw-Hill) was selected as one of the Thinkers50 Top 10 Management Books for 2022. Bensaou explains in detail his systematic approach. It defines specific innovative practices and roles for employees at each level of the organization, offers tools and a process methodology for innovating, and presents a host of vivid case studies that illustrate the dramatic benefits possible.

    Links 

    Full show notes: Unicorny.co.uk 

    LinkedIn: Ben M. Bensaou | Dom Hawes 

    Website: benbensaou.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 summaries

    The state of creativity in business

    Dom Hawes explores

  • In this episode, Dom Hawes continues his conversation with Dominic Rodgers, Head of Marketing at Frog Capital, focusing on how purpose is practically applied to scale businesses. Dominic discusses Frog Capital’s use of AI-driven toolkits and how engaging executives in content creation strengthens their impact. The episode also explores how these innovative methods create a unique competitive advantage for purpose-driven companies.

    AI-driven toolkits as a resource for business scalingThe impact of executive collaboration on content effectivenessPurpose-driven approaches that differentiate in the marketLong-term benefits of aligning purpose with growth

    Discover how these methods can enhance your business for sustained success.

    Links 

    Full show notes: Unicorny.co.uk 

    LinkedIn: Dominic Rodgers | Dom Hawes 

    Website: Frog Capital

    Sponsor: Selbey Anderson 

    Other items referenced in this episode:

    Frog Capital: How to Scale up resources

    Frog Capital: How to Scale.ai

    Geoffrey Moore’s Unicorny episodes

    Ben Bensaou

    The Long and the Short of it by Les Binet, Peter Field

    Thinking, Fast and Slow by Daniel Kahneman

    Ehrenberg-Bass Institute

    95:5 rule

    Chapter summaries

    Introduction to purpose-driven growth

    Dom Hawes kicks off the episode by introducing the focus on how purpose-driven businesses can achieve sustainable growth. He sets the stage for a deep dive into Frog Capital's unique approach.

    Frog Capital's AI-driven toolkits

    Dominic Rodgers introduces the AI-driven toolkits developed by Frog Capital, which are designed to help businesses scale. These toolkits are made publicly accessible, aligning with Frog's purpose of supporting broader business growth.

    Innovation through open access

    Dominic discusses the innovative decision to make their toolkits available to the public, highlighting how this approach not only serves their portfolio but also acts as a magnet for the right types of companies.

    The Godfather strategy: Giving to get

    Dominic introduces the "Godfather Strategy", where businesses add value by sharing their resources and knowledge openly, creating a halo effect that strengthens their brand.

    Co-creation with operating partners

    Dominic explains how Frog Capital co-creates content and toolkits with their operating partners, ensuring that the resources are practical and address the most pressing challenges faced by their portfolio companies.

    Building a virtuous cycle in marketing

    The

  • In this episode of Unicorny, Dominic Rodgers, Head of Marketing at Frog Capital, shares how his company integrates purpose into every aspect of its investment strategy.

    Dominic reveals Frog's unique methodology for scaling businesses, emphasising the vital role of purpose in driving both growth and resilience. The discussion explores how aligning purpose with business strategy creates a sustainable and competitive advantage.

    Frog Capital’s unique position in the investment world and how they integrate purpose at every level of their operations.The scale-up methodology used by Frog CapitalThe role of purpose in business growth

    Listen to this episode to discover how integrating purpose into your business strategy can lead to sustainable growth and resilience.

    About Dominic Rodgers

    Dominic Rodgers has worked with businesses ranging from start-ups to large corporations, as well as on the agency side, gaining a wide range of sales and marketing experience across industries such as publishing, technology, arts & culture, and financial services.

    In 2008, Dominic helped start Raconteur, the publisher and content marketing agency, where they produced special reports for The Times newspaper. During that time, he predominantly focused on tech topics like Software as a Service, Virtualisation, and Cloud Computing, making his work with Frog, who specialize in investing in these technologies and growing businesses that have reshaped numerous industries, a natural progression.

    He joined Frog in 2019 and now leads Marketing and Communications. Dominic particularly enjoys building Frog’s library of Scale-Up podcasts and toolkits called How to Scale, as it embodies Frog’s mission to assist businesses in the Scale-Up phase. Frog’s team of Operating Partners and Senior Partners have encountered many of the challenges software leaders face as they scale their startups, and creating meaningful content to help others overcome these challenges is highly rewarding for him.

    Links 

    Full show notes: Unicorny.co.uk 

    LinkedIn: Dominic Rodgers | Dom Hawes 

    Website: Frog Capital

    Sponsor: Selbey Anderson 

    Other items referenced in this episode:

    70. How entrepreneurs create value

    71. Thesis-Driven Marketing: you heard it here first

    Frog Capital: Scale-Up Methodology graphic

    Frog Capital: How to Scale up resources

    IMP

    framework

    Clue

    Modulr

  • In this episode of Unicorny, we continue our exploration of the intersection between marketing and entrepreneurship with Sandra Vollrath, a marketing operations leader turned yoga studio owner.

    Building on the insights from part one, we examine how Lean Six Sigma principles can help eliminate inefficiencies in marketing departments and why understanding your customer’s challenges is crucial, whether you're running a yoga studio or leading a global marketing team.

    This episode is packed with practical advice for marketers aiming to elevate their strategic impact.

    • Learn how Lean Six Sigma can improve your marketing operations.

    • Understand why focusing on customer needs is essential for success in both B2B and B2C.

    • Identify and address inefficiencies in your marketing processes.

    Looking to refine your marketing strategy? This episode offers actionable insights that can help you streamline operations and drive results.

    About Sandra Vollrath

    Sandra Vollrath is an accomplished marketing professional and entrepreneur with over 25 years of experience. Currently, she is the Director of Consulting (Marketing Operations & Strategy) at Intermedia Global (IMG), where she delivers major marketing operations projects with a team of marketing operations and process consultants.

    In 2019, Sandra founded Unwind Yoga Studio in Maidenhead, Berkshire, which is a profitable and thriving business even through challenges like the pandemic, economic disruptions and market fluctuations.

    Sandra's career includes significant roles at Bentley Systems Inc., where she excelled in product marketing and global campaign management. She led B2B marketing campaigns for Bentley's flagship product MicroStation, and implemented innovative marketing systems that enhanced operational efficiencies for a global team of 150 colleagues, supporting Bentley Systems' revenue growth.

    Sandra is venturing into angel investment, focusing on female-led sustainable businesses, and aims to use her marketing expertise to create value for these ventures. She believes that marketing needs to be a strategic business function, supporting business objectives by creating value and increasing profits, whether in a B2B or B2C, SMB or enterprise environment.

    Sandra's commitment to excellence and passion for leveraging marketing to drive business success make her a standout in her field.

    Links

    Full show notes: Unicorny.co.uk 

    LinkedIn: Sandra Vollrath | Dom Hawes 

    Website: img

    Sponsor: Selbey Anderson 

    Other items referenced in this episode: 

    Six Sigma

    B2B Ignite

    Guest host Rachel Fairley

    Rebrand Right by Rachel Fairley and Sarah Robb

    Chapter summaries

    The holiday mood continues

    Dom Hawes introduces the continuation of the holiday-themed episode, reflecting on Sandra Vollrath's journey from B2B marketing to yoga studio ownership and the valuable lessons we can draw from...

  • In this episode of Unicorny, we meet Sandra Vollrath, a seasoned B2B marketing strategist and yoga studio owner, to explore the intriguing parallels between marketing operations and entrepreneurship.

    Sandra shares her journey from leading global marketing systems at Bentley Systems to founding her own yoga studio, unravelling valuable lessons applicable to both small businesses and large enterprises.

    This episode sheds light on the importance of knowing your customer, mastering your product, and the often-overlooked significance of marketing operations. Join us as Sandra's insights challenge conventional marketing approaches and inspire new ways of thinking.

    • Understand the true role of marketing operations and why it’s more than just technology.

    • Learn how entrepreneurship can offer fresh perspectives on B2B marketing.

    • Discover the significance of knowing your customer and product inside out.

    Tune in to hear Sandra Vollrath’s unique blend of B2B expertise and entrepreneurial spirit.

    About Sandra Vollrath

    Sandra Vollrath is an accomplished marketing professional and entrepreneur with over 25 years of experience. Currently, she is the Director of Consulting (Marketing Operations & Strategy) at Intermedia Global (IMG), where she delivers major marketing operations projects with a team of marketing operations and process consultants.

    In 2019, Sandra founded Unwind Yoga Studio in Maidenhead, Berkshire, which is a profitable and thriving business even through challenges like the pandemic, economic disruptions and market fluctuations.

    Sandra's career includes significant roles at Bentley Systems Inc., where she excelled in product marketing and global campaign management. She led B2B marketing campaigns for Bentley's flagship product MicroStation, and implemented innovative marketing systems that enhanced operational efficiencies for a global team of 150 colleagues, supporting Bentley Systems' revenue growth.

    Sandra is venturing into angel investment, focusing on female-led sustainable businesses, and aims to use her marketing expertise to create value for these ventures. She believes that marketing needs to be a strategic business function, supporting business objectives by creating value and increasing profits, whether in a B2B or B2C, SMB or enterprise environment.

    Sandra's commitment to excellence and passion for leveraging marketing to drive business success make her a standout in her field.

    Links 

    Full show notes: Unicorny.co.uk 

    LinkedIn: Sandra Vollrath | Dom Hawes 

    Website: img

    Sponsor: Selbey Anderson 

    Other items referenced in this episode:

    76. Everything gone PEAR shaped? Here's why that’s a good thing

    77. The secret sauce to marketers' mojo?

    Bentley systems

    Unwind yoga studio

    7. Perfecting Value Propositions with Barbara Moreno

    Chapter...
  • In this episode of Unicorny, Dom goes solo again and challenges the common perceptions of B2B marketing, stressing the need for a comprehensive understanding that goes beyond promotional activities.

    He examines the notion that B2B marketing is ineffective and advocates for a balanced approach that incorporates both traditional and modern marketing theories. Dom critiques the polarisation in marketing debates and highlights the necessity of nuanced, practical strategies for real-world success.

    Understand marketing beyond promotionsHow marketing impacts business outcomesThe debate between differentiation and distinctivenessThe importance of balance and flexibility in marketing activities

    Can we redefine our approach to B2B marketing for better results? Tune in to find out!

    Links

    LinkedIn: Dom Hawes 

    Website: Unicorny.co.uk 

    Sponsor: Selbey Anderson 

    Related Unicorny episodes:

    80. The Unicorny Marketing Manifesto: What marketing is

    Other items referenced in this episode:

    74. Breaking boundaries by bootstrapping broadcast

    Uncensored CMO, B2B brand building in the era of AI with Jon Lombardo and Peter Weinberg

    This is the B2B century, and marketers will be the ones to lead it by Peter Weinberg & Jon Lombardo, MarketingWeek

    Segmentation, Targeting and Positioning (STP)

    64. Perfect positioning: April Dunford's playbook for success

    Marketing Management, Global Edition Paperback – International Edition, 24 Nov. 2021

    "The market-based assets theory of brand competition", B.Sharp, J.Dawes, K.Victory, Journal of Retailing and Consumer Services, Volume 76

    How Brands Grow: What Marketers Don't Know by Byron Sharp

    How Brands Grow Part 2 by Jenni Romaniuk, Bryon Sharp

    It’s time we admit marketing jargon is holding the profession back by Johnny Corbett, MarketingWeek

    77. The secret sauce to marketers' mojo?

    AML group are shortlisted for an IPA award

    Chapter summaries

    Introduction and recap of the last episode

    Dom Hawes sets the stage by revisiting key points from the last episode,...

  • In a slight shake-up from the usual, Dom goes solo and tackles the challenge of defining marketing and its significance within businesses today.

    Drawing from over 80 podcast episodes and his own experiences, Dom outlines a manifesto for modern marketing. He urges marketers to rethink their definitions and approaches, stressing the need for a unified understanding to enhance their roles' credibility and effectiveness. This episode covers:

    Diverse definitions of marketing create confusion and distrust within businesses.The importance of having a clear, unified definition to boost marketing's credibility.The impact of jargon and misapplied metrics on the perception of marketing.Strategies for redefining and communicating the true purpose of marketing.

    Listen in to hear the Unicorny Manifesto for the future of marketing in business.

    Links 

    LinkedIn: Dom Hawes 

    Website: Unicorny.co.uk 

    Sponsor: Selbey Anderson 

    Related Unicorny episodes:

    60. Cut the Jargon: Simplifying brand strategy for better results

    61. Unlock the secret to beating imposter syndrome in branding

    Other items referenced in this episode: 

    The Propolis Community Index

    Asos reduces reliance on promotions as ‘transformation’ continues by Niamh Carroll, MarketingWeek

    Airbnb CMO on ditching performance marketing for big, bold brand campaigns by Kendra Barnett, MarketingWeek

    68. The truth about demand creation? It’s a lie.

    Definition of Marketing by The Chartered Institute of Marketing

    Definition of Marketing by the American Marketing Association

    56. How to change KPI chaos into customer bliss

    Marketing Land by The Proper Marketing Club

    Mini MBA by Mark Ritson

    62. Segmentation secrets: precision...

  • In this episode of Unicorny, Dom Hawes continues his conversation with Steven Millman about the transformative potential of AI and quantum computing.

    They focus on the evolution from artificial general intelligence (AGI) to artificial superintelligence, its implications for marketing, and the ethical considerations surrounding these advancements. The conversation sheds light on the rapid developments in AI, the potential for hyper-personalization, and the necessity for responsible innovation.

    Understanding the transition from AGI to superintelligenceThe impact of quantum computing on real-time data processingEthical considerations and potential risks of advanced AIFuture marketing strategies driven by AI capabilitiesThe importance of maintaining trust and transparency with customers

    Tune in to explore the future of AI in marketing and the profound changes it promises.

    About Steven Millman 

    Executive, Award-Winning Researcher/Data Scientist, Innovator, Inventor & Coffee Snob. Throughout Steve's career he's had a focus on quantitative/statistical analysis, survey design, research design, AI/ML, and other applied research techniques. Steven is presently serving as Global Head of Research and Data Science at Dynata, the world's sixth largest market research company where he leads a team of over 100 researchers and data scientists. Steven is a frequent speaker and author, multiple Ogilvy award winner, patent holder, and recipient of the prestigious Chairman's Prize from the Publishing & Data Research Forum. Steven serves as a member of the Board of Trustees for the Advertising Research Foundation, the ARF.

    Links 

    Full show notes: Unicorny.co.uk  

    LinkedIn: Steven Millman | Dom Hawes  

    Website: Dynata 

    Sponsor: SelbeyAnderson