Shows
The Problem With B2B MarketingEpisode 11 Dom Hawes, Selbey Anderson: B2B Marketing is “looking in the wrong direction”Is marketing having an identity crisis? In this episode, Kevin sits down with Dom Hawes, CEO of agency group Selbey Anderson, to ask why so much B2B marketing has become narrowly focused on content and comms, at the expense of strategy, pricing, product, and customer value. Dom argues that we’ve reduced a business-critical discipline to “T-shirts, mugs, and websites” - and it’s time to fix it.From the untapped power of pricing to the rise of “untitled marketers,” and the problem with even calling it ‘B2B…’ this episode is a thought-provoking take on what business m...2025-06-121h 04
Unicorny100. Unicorny scores a century: what we learned so farIn 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...2024-11-191h 00Unicorny51. Decoding decisions: anchoring, self-herding and science in B2B with Phil BardenJoin Dom Hawes and Phil Barden as they continue their exploration of decision science in B2B marketing. Discover how subtle elements like perception and pricing can significantly influence buyer decisions. Learn how distinctive branding and pricing strategies can optimize the decision-making process. Learn about aligning explicit and implicit customer goalsThe episode details how (B2B) marketers can utilise behavioural insights to modify customer behaviour without changing underlying beliefs and how to use past customer actions to guide future decisions.About Phil Barden Phil has over 25 years client-side brand management experience (U...2024-05-0224 minUnicorny50. Decoding decisions: the hidden science behind why we buy with Phil BardenJoin Dom Hawes and Phil Barden in this episode of Unicorny as they dive into the power of decision science in B2B marketing.Understand decision science's role in marketingExplore how scientific principles can be applied to enhance marketing creativity and effectivenessDiscover how behavioural and decision sciences inform marketing strategiesLearn how renowned marketers have successfully applied scientific methods to real-world marketing challengesDelve into case studies demonstrating the tangible benefits of integrating science into marketing effortsThis episode offers a deep dive into how decision science can fundamentally transform marketing approaches, providing listeners with both theoretical insights...2024-04-3031 minUnicorny49. Beyond Faster Horses: AI's Impact on Search and the Digital EcosystemIn this compelling continuation of Unicorny's exploration of AI in marketing, Dom Hawes returns with part two of his discussion with Steven Millman and Jonathan Harris. Building on the insights from part one, this episode delves into the emerging role of personal AI assistants and their potential to revolutionise consumer interaction by removing traditional interfaces. The conversation also covers the broader impacts of AI on revenue models and the digital ecosystem, highlighting both the opportunities and ethical challenges that come with such transformative technology. Don't miss this deep dive into how AI is...2024-04-2527 minUnicorny48. Beyond Faster Horses (1 of 2): AI's Role in Disrupting MarketingJoin Dom Hawes as he dives deep into the transformative role of AI in marketing with industry experts Steven Millman and Jonathan Harris. Discover the metaphorical shift from "building faster horses" to "creating cars," illustrating how AI is set to revolutionise business practices beyond mere efficiency improvements. The trio discusses the potential of AI to replace traditional marketing processes with innovative models that drastically change how businesses interact with consumers. Tune in to explore how AI is not just accelerating existing processes but creating entirely new pathways for value creation and strategic marketing....2024-04-2327 minUnicornyInnovation 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 much good stuff, we decided to roll it in full and turn it into a two part episode with a bonus.I hope you enjoy Michelle's insight!2024-04-1620 minUnicorny47. 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 reasons other than commercial traction. We also get stuck into re-brands, impactful partnerships and more.About MichelleA creative business leader with a passion f...2024-04-1623 minUnicorny46. 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 are rigid and very hierarchical. If that's you, be prepared to change your view. Drawing from real life experience, including her transformative role at one of the UK's best known high street...2024-04-1622 min
Unicorny43. How to engage the early market: a dive into electric vehiclesWe're going to change things up a little again in this episode. Since December, we've looked at marketing disruptive technologies in a few of our episodes, including two epic shows with the legendary Geoffrey Moore. When we spoke to him about marketing to an early market, he told us about the need to educate. Today we're going to dig into one company's campaign to educate the early market that is, electric vehicles. We meet Neill Emmett former Head of Marketing at LeasePlan, a business that manages over 3.3 million vehicles across 44 countries.What can...2024-03-0545 min
Unicorny42. Emotions, motivators and drivers: what matters most in marketingToday's show is a little different. It's not your standard interview style discussion, because today's guest is not our standard guest. He is an Emmy Award winner, an entrepreneur, inventor, and researcher. He's a master of advertising and marketing effectiveness. No-one has worked harder or been more effective at understanding the relationship between marketing effectiveness, emotions, motivations and drivers. And... he built it into a machine learning model.So, what we're bringing you today is a first hand account from a pioneer in machine learning of how he built his AI, Bill Harvey. What do I mean...2024-02-2742 min
Unicorny41. Must win battles for marketers In this episode of the Unicorny podcast, Georgina Gilmore, an award-winning B2B marketer with over 30 years of experience, shares invaluable insights on the importance of human-centric marketing. Full of fun and smart stuff, too. The show starts by looking for a blueprint for the future of marketing leadership, and we find the stuff you might expect: strategic insight, customer obsession, the courage to innovate. As marketing leaders, our mission extends beyond the traditional boundaries of marketing. Our voice must be heard in strategy because it's our insight that helps shape the strategic direction of ou...2024-02-2047 min
Unicorny40. Big vs small: the marketing differenceIn this episode of Unicorny, Emma Kriskinans, VP Global Marketing at Tyk, shares her insights on the differences between marketing in big corporations and start-ups.She draws from her career experience, transitioning from corporate environments through agency into the fast-paced world of start-ups. By embracing discomfort, pursuing growth, and learning from both successes and failures, Emma's story serves as an inspiration for all of us looking to get on in the volatile marketing business. Her practical advice on understanding the balance between agility and stability, the importance of following the money, and the va...2024-02-1346 min
Unicorny39. Agile marketing in action, greige and moreIn this episode of the Unicorny podcast, Scott Stockwell, a seasoned brand strategist at IBM, shares his valuable insights on leveraging design thinking and agile methodologies to revolutionise marketing efforts. Scott provides practical examples of how to enhance creativity, flexibility, and customer-centric approach in marketing. He emphasises the significance of looking back to inform future decisions, embracing diverse learning styles within teams, and understanding cognitive preferences for effective communication. Scott's expertise shines through as he discusses the importance of adapting to changing market demands and delivering value to customers in a timely and relevant manner. This...2024-02-0646 min
Unicorny38. Secrets of a brandmaster: beating brand enemiesThis is an episode about the secrets of great marketing. Starring acclaimed marketing expert, Rachel Fairley, Dom and Rachel discuss the essence of marketing, the importance of customer needs, and maintaining brand promise to prevent churn. Rachel shares her journey from a job in Brussels to becoming a marketing expert with over 30 repositions to her name; emphasising the need for a clear methodology in marketing akin to other professions. Together, they critique superficial case studies and advocate for practical, experience-based marketing education. The episode covers the full customer lifecycle, from pre-purchase to post-purchase satisfaction, and...2024-01-3050 min
Unicorny37. Profitable growth. Mirage, Miracle or Method?This is a podcast about value creation, profitable growth and the client/agency relationship. Dom is joined by marketing consultant, David van Schaick and together they seek to equip marketers with methods to navigate the business desert.Unless you were very blessed, doing business in 2023 was a little bit like being a camel in the Kalahari. It was hard. Hard for camels in the Kalahari, because apart from anything else, they are not a native species, so they don't know where to find waterholes. Hard for us in business because tougher times are new to...2024-01-2349 min
Unicorny36. How to overcome the innovator's dilemma: Geoffrey Moore's Zone to Win. In this episode of the Unicorny podcast, host Dom Hawes digs deep into innovation without sacrificing performance as he's joined by Zone to Win author, Geoffrey Moore. Geoffrey is a world-famous business consultant, author and marketing expert with a stable of highly influential books including international best-seller, Crossing the Chasm.Moore opens the episode explaining the core concepts outlined in “Zone to Win”: dividing operations into four zones and three time horizons, providing a strategic framework for companies to adapt and thrive in the rapidly changing market. You'll gain first hand advice on the importance of diff...2024-01-1648 min
Unicorny35. Rip up the rulebook: how to make marketing fit for the futureIn this episode, two titans of B2B, Shane Redding and Chris Wilson join host, Dom Hawes, to kick off the year talking about a marketing reboot. But things don't go to plan. Shane and Chris disagree with Dom's premise from the off and the conversation bounces between them as they make their cases for how to make marketing fit for the future.Once they've got over their differences, they talk about finding a proper foundation for marketing through structured development and more relevant training, culture, society, organisation design, long-term value creation and so much more. 2024-01-0951 min
Unicorny33. B2B Buyer Enablement, Community and Marketing EffectivenessIn this episode of Unicorny, Dom talks to Richard O'Connor, CEO of B2B Marketing and Propolis, about community, buyer enablement and marketing effectiveness in B2B.Richard challenges the traditional notion of sales and marketing alignment, emphasising the crucial role of understanding the buyer's journey and effective communication with stakeholders.The discussion also touches on the challenges and misconceptions surrounding marketing, emphasising the need for marketers to align their strategies with business objectives and effectively communicate the value of their efforts. About Richard O'ConnorRichard’s career spans B2B and...2023-12-1940 min
Unicorny32. Crossing the Chasm with Geoffrey Moore Why 54 tech titans failed (so you don't need to)Personal note from our host, Dom Hawes: "Hi folks... this is a very special episode for me and part of a personal mission to see 'Chasm principles' return to every day marketing parlance. In this episode Geoffrey details why tech titans, who ruled their day, faded away to nothing... all for the same reason. Moore's work is the definitive playbook for dealing with disruption.As a marketer who cut my teeth in the mid to late 1990s, this work was everywhere. Now it's not. And, as we are swimming...2023-12-1251 min
Unicorny31. Don’t be dull. B2B different.In this episode of the Unicorny podcast, you'll hear antidote to dullness in the conversation with Joerg Klueckmann, Head of Marketing at Finastra, the largest financial technology business in the world. This episode explores the importance of creative vision in marketing and the challenges of executing that vision in complex organisations.Joerg Klueckmann shares his experience in managing tasks, aligning teams, and integrating marketing strategies within Finastra. He discusses the use of task management software like Clickup and the centralised ‘control tower’ tool which streamlines their go-to-market activities.Joerg also highlights the trend of ce...2023-12-0541 min
Unicorny30. Essential assets marketers own to drive business success24 Assets that drive digital successIn this episode of Unicorny, we dive straight into the second part of a conversation with host Dom Hawes and guest Daniel Priestley. You'll discover the importance of creating assets that work for both your business and yourself. Daniel discusses his book, 24 Assets, which breaks down the different types of assets you need to thrive in the digital age. From intellectual property and branding assets to marketing, product, system, and culture assets, you'll gain practical insights on how to leverage each asset to create a successful business. Daniel fin...2023-11-2830 min
Unicorny29. The unmissable playbook to max your influence as a marketerBecome a Key Person of Influence in your business We've got entrepreneur royalty in the house this week. Tune on to hear our host [Dom Hawes] talk to acclaimed author, Daniel Priestley, about his super successful thought leadership bible and playbook, Key Person of Influence (KPI). Dom and Daniel talk personal branding and thought leadership in the digital age, with Daniel emphasising the need for professionals to establish themselves as key persons of influence in their field. He discusses the shift from functionality to vitality in the modern age, where qualities like disruption, humour, and the...2023-11-2137 min
Unicorny28. Secrets to building trust; how two banks went bustThis is a show about culture and society, crisis and social media. Host, Dom Hawes, is joined by Charlotte Lander, Director, Social Media, Corporate Affairs, Brand & Marketing at Standard Chartered Bank. They talk reputation, social media - the threats and opportunities it brings, but ostensibly today they’re talking about culture and society… it’s the S in your PEST analysis.Charlotte was one of the co-authors of a peer-reviewed paper in Journal of Digital & Social Media Marketing and has recently conducted and analysis of social media’s role in the sudden and dramatic demise of Silic...2023-11-1444 min
Unicorny27. Today's marketing mantra: doing more with lessIn this episode, Dom is joined by IBM’s senior brand strategist, Scott Stockwell, to tackle what Marketing Week’s Editor-in-Chief, Russell Parsons, calls ‘today’s necessary mantra’: “doing more with less”. That's a meaningful mantra to marketers and we're seeing it everywhere right now. It’s the imperative coming down from on high, just like it was in 2011/2012 after the last big downturn. But creating more value, increasing pace, being more responsive, all while consuming fewer resources? That's no mean feat. In this episode. Scott talks about people and process while explaining how an agile app...2023-11-0739 min
Unicorny26. "It’s a language model, stupid". How marketing should and shouldn’t use AI.In this episode of the Unicorny podcast, Dom Hawes talk to Steven Millman, Global Head of Research and Data Science at Dynata.The conversation focuses on the practical applications of AI in marketing and market research, including customer targeting, personalisation, and campaign optimisation.Steven and Dom discuss recommendation systems, AI as a service vendors, and the future trends of AI in various industries. They touch on the importance of ethics, team dynamics, and the environmental impact of AI.If you're interested in learning about the benefits and challenges of AI, as well as...2023-10-3142 min
Unicorny25. The B2B NBT? Marketing TransformationThe B2B NBT: Marketing Transformation In this episode, we talk to Fujitsu’s Andrea Clatworthy as she explains taking on the position of the Head of Transformation.Marketing Transformation is the next big trend in B2B marketing and, just as they did with Account Based Marketing, it looks like Fujitsu is ahead of the pack again.Tune in to hear how transformation at enterprise involves both centralisation an decentralisation at the same time. It offers the holy grail and control AND agility.Andrea outlines some of the risks that com...2023-10-2435 min
Unicorny24. A/B seeing ya! Is AI the end of split testing?A/B seeing ya! Is AI the end of split testing?This episode might just blow your mind. It's all about the future of marketing and how AI is going to revolutionise conversion rate optimisation (CRO). In the conversation, host Selbey Anderson's Dom Hawes meets Julian Thorne, Chief Operating Officer of Sub(x), an AI-enabled CRO business. Julian shares his journey in subscription marketing and how he became a Chief Commercial Officer in the UK's best-known publishing companies. Julian then introduces Sub(x), a start-up that uses AI and first-party data to deliver...2023-10-1742 min
Unicorny23. Value Innovation in Action: (Part 2) Promotion and PlaceValue Innovation in Action: Promotion and PlaceThis is the second half of an extraordinary dive into value innovation, or what INSEAD professors Chan Kim and Renée Maugborgne call Blue Ocean Strategy. In this part of our incredible interview with JetBlue Airline’s General Manager Europe, Maja Gedosev. Together, we explore the amazing ascent of JetBlue through the Place, Promotion element of the Marketing Mix. JetBlue has carved out a unique positioning as New York’s domestic airline. Its strategy and marketing was so flawless, it’s been studied by all the best bu...2023-10-1031 min
Unicorny22. Value Innovation in Action: (Part 1) JetBlue Ocean StrategyValue Innovation in Action: JetBlue Ocean StrategyThis is a show all about value innovation, or what INSEAD professors Chan Kim and Renée Maugborgne call Blue Ocean Strategy. You’re about to hear an incredible interview with Jet Blue Airline’s General Manager Europe, Maja Gedosev. Together, we explore the amazing ascent of JetBlue through the Product, Price, Place, Promotion lens of the Marketing Mix. JetBlue has carved out a unique positioning as New York’s domestic airline. Its strategy and marketing was so flawless, it’s been studied by all the best busi...2023-10-0331 min
Unicorny21. AI. Everything, Everywhere, All at OnceAI. Everything, Everywhere, All at OnceThis is a podcast about AI, specifically large language model AI. Before you switch off, I know there is already a lot of content on the Internet about artificial intelligence, particularly large language models. So you might ask yourself ‘why do we need even more?’ Here's why. Marketers appear to be taking polar approaches when it comes to generative AI. On one side, you've got those who are saying AI is the future and will make all marketers redundant. On the other you've got those saying AI has no place in m...2023-09-2645 min
Unicorny20. Value Creation the Private Equity Way (Part 2)Value Creation the Private Equity WayThis week, we're talking to Peter Russell-Smith about the evolving role of marketers, particularly in sustaining growth. We talk about the relationship between the CFO and the CMO, we get stuck into a bit of theory with the ANSOFF matrix when we discuss market share, but first, we continue talking about marketing's role in due diligence. This is part two of Value Creation the Private Equity Way with straight-talking, no-nonsense Peter Russell-Smith, veteran sales and marketing leader, B2B SaaS PE-backed CEO and now management consultant.About Pet...2023-09-1927 min
Unicorny19. Value Creation the Private Equity Way (Part 1)Value Creation the Private Equity WayTimes are tough and marketers need to lead the way in creating value for their businesses because marketing is the value creation engine of any business.While others argue about the various merits of brand versus performance marketing (as though there are no other options), Unicorny’s editorial team looks at what lessons marketers can learn from the best value creators in the business world, the private equity houses.To do that, we interviewed straight-talking, no-nonsense Peter Russell-Smith, veteran sales and marketing leader, B2B SaaS PE-backed CE...2023-09-1227 min
Unicorny18. Mission Impossible: Mastering the Regulatory RiddleJoin Simon Hildrey, Liontrust’s dynamic CMO and Jeff Watt as we tackle the branding conundrum in the demanding world of asset management. An ex-journalist, Simon speaks with amazing clarity and passion about how strategic and a distinctive brand identity has helped Liontrust win hearts and minds.To some, marketing in highly regulated industries in a compelling and value adding way seems like mission impossible. The regulation, legislation and intermediation inherent in the financial services industry makes the task tough? Or does it?Could approaching financial products as consumer goods rather than B2B services, revolutionise th...2023-09-0544 min
Marketing TrekListen, Learn and Adapt. How to ditch the downturnEpisode DescriptionAs a marketer, you should be striving to find and unlock value despite the challenges tough times like these throw up. Duarte Garrido, digital marketer par excellence might be your best friend this week as he gives you a roadmap to recovery.With global responsibility for social and digital activation at Standard Chartered bank, Duarte talks about social, listening, brand marketing and more.In this episode, you will hear how to:Harness customer feedback on social media for invaluable market research and improved product offerings.Strike the perfect harmony between...2023-05-2528 min
UnicornyListen, Learn and Adapt. How to ditch the downturn [Marketing Trek]Episode DescriptionAs a marketer, you should be striving to find and unlock value despite the challenges tough times like these throw up. Duarte Garrido, digital marketer par excellence might be your best friend this week as he gives you a roadmap to recovery.With global responsibility for social and digital activation at Standard Chartered bank, Duarte talks about social, listening, brand marketing and more.In this episode, you will hear how to:Harness customer feedback on social media for invaluable market research and improved product offerings.Strike the perfect harmony between...2023-05-2528 min
Marketing TrekPush Your Creative LimitsDuring economic downturns, business faces a unique challenge. Today's guest says the way to resist recession is to make bold decisions now to secure a brighter future in the long run.While some businesses are cutting or pausing their marketing budgets, ambitious companies can seize the opportunity to adapt and invest, positioning themselves for growth when the market recovers.In this episode, Perspective Pictures' founder, Rupert Rixon, highlights the importance of bravery and ambition during a recession. He tells the story of his remarkable COVID-19 lockdown, when he continued to invest in marketing, even with...2023-05-1828 min
UnicornyPush Your Creative Limits [Marketing Trek]During economic downturns, business faces a unique challenge. Today's guest says the way to resist recession is to make bold decisions now to secure a brighter future in the long run.While some businesses are cutting or pausing their marketing budgets, ambitious companies can seize the opportunity to adapt and invest, positioning themselves for growth when the market recovers.In this episode, Perspective Pictures' founder, Rupert Rixon, highlights the importance of bravery and ambition during a recession. He tells the story of his remarkable COVID-19 lockdown, when he continued to invest in marketing, even with...2023-05-1828 min
Marketing TrekResist Recession through People PowerDo you want to succeed in a recessionary market? Benefex’s Sally Winter joins Dom Hawes to explain how keeping your people happy is the key to powering through tough times.As a workplace technology company, Benefex is working to power exceptional employee experiences every day. But when the economy is shrinking, how do you keep up with providing employees with the benefits they need? With the cost of living crisis affecting households, Benefex is looking closer at their customers and providing solutions to tough times.Content highlightsIn this episode, you will be...2023-05-1124 min
UnicornyResist Recession through People Power [Marketing Trek]Do you want to succeed in a recessionary market? Benefex’s Sally Winter joins Dom Hawes to explain how keeping your people happy is the key to powering through tough times.As a workplace technology company, Benefex is working to power exceptional employee experiences every day. But when the economy is shrinking, how do you keep up with providing employees with the benefits they need? With the cost of living crisis affecting households, Benefex is looking closer at their customers and providing solutions to tough times.Content highlightsIn this episode, you will be...2023-05-1124 min
Marketing TrekMarketing’s Role in Recession with Peter Russell-SmithEpisode SummaryDo you want to succeed in a recessionary market? Peter Russell-Smith joins Dom Hawes to explain how to maximise growth and adjust to market conditions. Discover how to expand and modify your business strategy for success even though times are hard.In his day job as Managing Partner at the Big Business Agency, Peter helps tech and software CEOs solve complex problems and maintain growth. B2B is facing an uphill battle against rising staff costs, labour shortages, banking failures, funding slowdowns and sluggish decision making. But you’re not going to move yo...2023-05-0427 min
UnicornyMarketing’s Role in Recession with Peter Russell-Smith [Marketing Trek]Episode SummaryDo you want to succeed in a recessionary market? Peter Russell-Smith joins Dom Hawes to explain how to maximise growth and adjust to market conditions. Discover how to expand and modify your business strategy for success even though times are hard.In his day job as Managing Partner at the Big Business Agency, Peter helps tech and software CEOs solve complex problems and maintain growth. B2B is facing an uphill battle against rising staff costs, labour shortages, banking failures, funding slowdowns and sluggish decision making. But you’re not going to move yo...2023-05-0427 min
Marketing TrekBlueprint for Recession Marketing with Robert NorumEpisode DescriptionAre you struggling to make sense of how to market in uncertain economic times? Are you exhausted from pouring energy into outdated demand-generation tactics without seeing any return? Learn how to leverage a full stack ABM approach to turn your marketing efforts into a recession-resistant strategy that yields real results.In this episode, you will learn to:Implement a full stack ABM approach to boost your marketing resilience during challenging economic times.Adjust your marketing budget wisely to navigate uncertainty and downsizing.Enhance efficiency by replacing traditional demand generation with account-based marketing...2023-04-2729 min
UnicornyBlueprint for Recession Marketing with Robert Norum [Marketing Trek]Episode DescriptionAre you struggling to make sense of how to market in uncertain economic times? Are you exhausted from pouring energy into outdated demand-generation tactics without seeing any return? Learn how to leverage a full stack ABM approach to turn your marketing efforts into a recession-resistant strategy that yields real results.In this episode, you will learn to:Implement a full stack ABM approach to boost your marketing resilience during challenging economic times.Adjust your marketing budget wisely to navigate uncertainty and downsizing.Enhance efficiency by replacing traditional demand generation with account-based marketing...2023-04-2729 min
Marketing TrekResisting Recession: The VC View? 'Keep talking to customers' with Steve LemonEpisode descriptionIn the first of a six-part mini-series, Dom Hawes speaks to Steve Lemon, partner at UK venture capital firm Volution about how marketers can help their businesses resist recession.TL;DR The VC view is that businesses must continue investing in their growth engine: marketing.Key takeawaysEconomic labels like recession and inflation may no longer fit the situation now, making it difficult for businesses to navigate the market.The fundraising environment is a potential leading indicator of the UK economy and businesses too. We’re seeing conservative decision-making and incr...2023-04-2030 min
UnicornyResisting Recession: The VC View? 'Keep talking to customers' with Steve Lemon [Marketing Trek]Episode descriptionIn the first of a six-part mini-series, Dom Hawes speaks to Steve Lemon, partner at UK venture capital firm Volution about how marketers can help their businesses resist recession.TL;DR The VC view is that businesses must continue investing in their growth engine: marketing.Key takeawaysEconomic labels like recession and inflation may no longer fit the situation now, making it difficult for businesses to navigate the market.The fundraising environment is a potential leading indicator of the UK economy and businesses too. We’re seeing conservative decision-making and incr...2023-04-2030 min
Marketing TrekData Ethics in Marketing with Steven MillmanEpisode DescriptionThis special episode of Marketing Trek stars award winning data scientist, Dynata's Steven Millman. Our host, Dom Hawes, caught him on a flying trip to the UK to talk about the ethics surrounding data use in Marketing.In the episode:Understand different types of data (first, third, zeroth, proxy etc) and where risks lieFind out why governments struggle to legislate dataHear how businesses should balance legal and ethical standards of data use always remembering that trust matters mostDiscover how businesses choose which compliance framework to adopt when communicating globallyLearn how Dynata's massive...2023-04-1338 min
UnicornyData Ethics in Marketing with Steven Millman [Marketing Trek]Episode DescriptionThis special episode of Marketing Trek stars award winning data scientist, Dynata's Steven Millman. Our host, Dom Hawes, caught him on a flying trip to the UK to talk about the ethics surrounding data use in Marketing.In the episode:Understand different types of data (first, third, zeroth, proxy etc) and where risks lieFind out why governments struggle to legislate dataHear how businesses should balance legal and ethical standards of data use always remembering that trust matters mostDiscover how businesses choose which compliance framework to adopt when communicating globallyLearn how Dynata's massive...2023-04-1338 min
Unicorny17. How Partnerships help you Scale with Don CampbellEpisode DescriptionThis week, Dom is joined by Russ Powell, MD at Sharper B2B Marketing and Don Campbell, Head of Alliance and Partner Marketing a Endava to talk about using partnership and alliances to scale.The core of today's conversation is about how Endava is using partnerships and alliances to scale and win the future.If you operate in complex markets and you're struggling to gain traction or establish meaningful market share, this episode just might be the answer to you winning the future.In just over 30 minutes, this episode...2023-04-0637 min
Unicorny16. Why is marketing being excluded? With Georgina Gilmore & Joel HarrisonIn this episode, host Dom Hawes meets Joel Harrison, and Georgina Gilmore and they discuss the role of marketing in mergers and acquisitions. They highlight the importance of involving marketing early in the process, as marketing can add value from the very beginning, especially in understanding human behaviour and instincts. They also emphasize the importance of communication and alignment with employees and customers during mergers and acquisitions, as poor communication can lead to a loss of talent and customer base. The team explores current market conditions and the need for marketing to focus on existing cus...2023-03-3035 min
Unicorny15. Relaunch of a decade with Mark EvansEpisode DescriptionThis week on Unicorny, Dom is joined by co-host Ian Henderson to interview Mark Evans,ex-Managing Director of Marketing & Digital at Direct Line. Mark also co-hosts a top marketing podcast with Ritchie Mehta (links below).In the conversation, the team deep dive into the background behind the iconic Winston Wolf advertising campaign that revitalised Direct Line. Dom, Ian and Mark discuss transactional trust vs. relational trust when it comes to customer acquisition. Mark explains his ‘choose your future philosophy’, the joy of pitching, and also gives his take on why they want...2023-03-2338 min
Unicorny14. CMO? You're Fired with Nick EadesEpisode DescriptionThis week on Unicorny, Dom is joined by co-host Shane Redding, owner of B2B Digital Marketing Consultancy Think Direct, to interview Nick Eades about how the role of Chief Revenue Officer (CRO) is beginning to challenge the work & value of the Chief Marketing Officer (CMO).In their chat, Nick tracks how the CRO has invaded the CMO’s space. The team discuss why companies need to refocus on existing customers, the three V’s of a sales pipeline (volume, velocity and value) and why you shouldn’t be afraid of raising price.L...2023-03-1438 min
Unicorny12. Secrets to Scaling B2B Tech with John WattonEpisode description:This week on Unicorny, Dom is joined by co-host Adam Greener from Digital Radish, to interview John Watton, VP of marketing for VMware. Today’s big topic is how to scale a B2B tech business.In the conversation, John explains what you need to think about when building an integrated revenue generation engine and they discuss first and third party data as the feeder for your engine.The team also talks about the importance of place in marketing and what is happening in the talent market right now.Ab...2023-03-0734 min
Unicorny11. Build a Growth Machine with Jordan Gillott & Lauren BerkemeyerEpisode description:This week on Unicorny, Dom is joined by co-host Samantha Losey, Managing Director of Unity, to interview Jordan Gillott, YuLife’s Head of Demand Generation, and Lauren Berkemeyer, YuLife’s Chief Marketing Officer. This episode details how to build a data driven growth machine.In the show, Jordan and Lauren go through how they designed their growth machine, how they use the model, the tech that supports it and the data it delivers to ensure relevance in their communication.The team also discusses the double-edged sword of tracking and today’s guests...2023-02-2837 min
Unicorny10. Getting & Giving Value Through Thought Leadership with Nicky DaviesEpisode description:This week on Unicorny, Dom is joined by co-host Sophy Norris, Group Client Development Director at Selbey Anderson to interview Nicky Davies. Nicky is Director of Marketing Programs and Operations for Protolabs - manufacturer source of rapid prototypes and on-demand production parts.In the show, Dom asks Nicky how thought leadership is evolving and why it’s important. The team dives into the nuts and bolts of one of Protolabs’ Aerospace campaigns: how it was conceived, how they executed the campaign, when they expected a return on their investment, and what they actually got...2023-02-2137 min
Unicorny9. The challenges of scaling ABM with Neil BerryEpisode description:On today’s episode of Unicorny, Dom is joined by co-host Chris Willocks, Strategy Director for Digital Radish, to interview Neil Berry - former Global Head of Deal and Account Based Marketing for ATOS, about the difficulties of scaling account based marketing.In their conversation, the team ask Neil what enterprise’s biggest challenges are when scaling ABM and why failure is an important part of being a marketer. Neil explains why ATOS is changing its strategy to be more specialist - and how that’s helped their marketing team. Neil also outlines why on...2023-02-1436 min
Unicorny8. Fuelling Growth through Marketing Technology with Ruth ConnorEpisode description:In today’s episode, Dom is joined by co-host Russ Powell, Managing Director of Sharper B2B Marketing, to interview an amazingly talented B2B marketer who excels at marketing technology and MOPs (among other things). When we recorded this podcast, Ruth was VP Marketing at business intelligence platform, Kalibrate. As we launch Ruth’s episode, we’re not privy to her next step, but we can say that whoever she works with is super lucky.In our conversation, Ruth explains what MOPs is and the importance of time when establishing a strong system...2023-02-0742 min
Unicorny7. Perfecting Value Propositions with Barbara MorenoEpisode description:On today episode of Unicorny, Dom is joined by co-host Adam Greener, Associate Director of Digital Radish, to interview - a global marketing leader from travel tech titan Amadeus - about strategy & value propositions. In the episode, Dom asks Barbara why your company needs a value proposition and what a great one looks like. Barbara also details what insight metrics they use when building their own value props. The team also seeks to end the age old debate between brand and performance marketing.About Selbey Anderson:Selbey Anderson is one of t...2023-01-3141 min
Unicorny6. How social media is driving relationships with Duarte GarridoEpisode description:This week on the podcast, Dom is joined by co-host Sarah Nunneley, and guest Duarte Garrido - Standard Chartered Bank’s global head of social media - to explore how social media drives relationships.In their conversation, they discuss how modern marketing departments should be structured, Duarte explains why he thinks social media is changing the very nature of capitalism, the team analyse why Gen-Zer’s are buying values over products.About Selbey Anderson:Selbey Anderson is one of the UK’s fastest growing marketing groups. Its agencies operate globally...2023-01-2441 min
Marketing TrekBalancing Utility & MagicAs marketers, how do we find a balance between utility and magic? Because it's not all one thing or the other. So, to find out, I figured I needed to speak to some experts. In this episode, I meet Yekemi Otaru, who's an expert in marketing strategy. She's got a lot of incredible insight when it comes to the importance of utility and why prioritising the needs of customers really had to take centre stage but first I spoke with Robert Senior. He is chair of Boys and Girls advertising in Dublin. He's a board member at Selbey Anderson...2022-11-2237 min
UnicornyBalancing Utility & Magic [Marketing Trek]As marketers, how do we find a balance between utility and magic? Because it's not all one thing or the other. So, to find out, I figured I needed to speak to some experts. In this episode, I meet Yekemi Otaru, who's an expert in marketing strategy. She's got a lot of incredible insight when it comes to the importance of utility and why prioritising the needs of customers really had to take centre stage but first I spoke with Robert Senior. He is chair of Boys and Girls advertising in Dublin. He's a board member at Selbey Anderson...2022-11-2237 min
Marketing TrekGoing The Direct RouteHow is the trend of direct to consumer commerce is going to affect not only how brands and companies sell, but also how they interact with one another?This episode features interviews with experts on the topic, Gerry Hopkinson, Daniel Ellis, Yekemi Otaru and your host, Dom Hawes. They discuss how direct to consumer commerce changes the role of retail, shifts the focus from product to experience, and makes it easier for customers to find what they're looking for without having to go through multiple channels.Direct consumer is not a new thing. It's been...2022-11-1537 min
Marketing TrekBreaking The Cookie JarWeb 3.0 is coming. The advent of blockchain technology and token based economics is going to fundamentally redefine how users surf the Internet and how advertisers sell on the Internet. How do companies and brands ethically go about making the most out of cookies? With the onset of Web 30, what are they going to look like and feel like in the future? To answer these questions. I spoke to Steve Millman, who is the senior vice president of Global research and operations at Dynata. Steve has spent his career with a specific focus on quantitative and statistical ana...2022-11-0834 min
Marketing TrekIt's All About AudioNearly 40% of people in the US listen and 25% of people in the UK are now regular podcast listeners. By the end of 2022, podcasting is projected to reach two billion in ad revenues. By 2024, that's going to double. Podcasting is popular among listeners and advertisers alike, but of course, there's more to audio than podcasting. In 2020, there were 4.2 billion digital voice assistant devices like Siri or Alexa being used and over 20 hours a week of live radio, is listened to by 89% of the UK population. These stats tell us it's a boom time for audio. With mo...2022-11-0129 min
Marketing TrekEveryone's On TV All The Time80% of all content on the internet is video content. Hard to believe?Maybe, until you think that nowadays pretty much everyone has access to a high quality video camera, distribution platforms and mobile players. So, if everyone's got access to recorders, and everyone thinks they know how to use video, it's not surprising the video content is proliferating so fast. Brands simply have to begin taking video seriously and need to understand interactive video too.But what's that going to look like? How does a professional stand out from an amateur? When the p...2022-10-2531 min
Marketing TrekMaking Sense Of MOPsMarketing operations or MOPs has become a bit of an industry buzzword of late and if you don’t know exactly what MOPs is, this is the episode for you. MOPs matters because technology is going to be one of your biggest marketing budget line items in the futureJoined Vantage Clever’s Karla Wentworth and Salesforce Datorama specialist Francesca Goldsmid to talk marketing operations, marketing technology, data and automation.This podcast uses the following third-party services for analysis: Chartable - https://chartable.com/privacy2022-10-1828 min
Marketing TrekInto The Echo ChamberSocial media can be a minefield for businesses which ignore it. But it can also be a great place to galvanise digital communities and a place of creativity. In this episode we explore the echo chamber. How should businesses perceive social and manage reputations on it?This podcast uses the following third-party services for analysis: Chartable - https://chartable.com/privacy2022-10-1142 min
Unicorny5. CRM and Finding Purpose with Premium Credit's Adam MorghemHow can companies ensure they deliver an excellent experience that leaves customers delighted? Join Selbey Anderson’s Dom Hawes and BURN marketing’s David Rolfe as they meet Adam Morghem, Strategy, Marketing and Communications Director at Premium Credit, a Unicorny par-excellence. Today’s conversation covers a range of topics and goes into great detail about how to find your purpose as a company and how best to institute CRM. Tune in to learn: - All about the importance of a frictionless customer processes - How to do customer journey mapping and why ev...2022-07-191h 01
The Business Marketing Club PodcastBusiness Marketing Heroes – An Interview with Dom HawesContinuing a series of in-depth interviews with some of Business Marketing’s heroes. Today business Marketer Dave Stevens speaks to Co-Founder and Director of Selbey Anderson Group Dom Hawes. Dom’s experience includes B2B e-commerce, digital media, property finance, and marketing agency.2022-03-2527 min
Marketing TrekCSATs & NPS Are GarbageThese days we’re all massively over-surveyed. We get why companies are obsessed with the happiness of their customers, but is sending another survey the best way of finding out? Marketing Trek has a major issue with CSATs and NPS scores – these being customer satisfaction surveys and Net Promoter Scores. We think that in most cases, they are a waste of time and where they are not, they’re not being properly implemented. But, we're open to persuasion, so we assembled a panel of experts to argue the case. Are CSATs and NPS garbage?...2022-03-2228 min
Marketing TrekWargaming the FutureWhen the future is so uncertain, how do marketing agencies plan? Take a leaf out of the military's playbook and wargame, that's how. In this episode, Chris Paton from Quirk Solutions talks through how to use scenario planning and stress tests to model out different versions of the future.This podcast uses the following third-party services for analysis: Chartable - https://chartable.com/privacy2022-03-1519 min
Marketing TrekAgency M&A 1.01As agency owners go through strategic planning for the year ahead, selling or maybe even buying have to be options? But, in a market where only one in ten business listed for sale make it to completion, how do get to the truth? We chose to speak to Lucas Weston's Howard Weston because he tells it how it is.This podcast has some awesome and very direct advice for agency owners and senior managers.This podcast uses the following third-party services for analysis: Chartable - https://chartable...2022-03-0818 min
Marketing TrekDo You Agency Voodoo?Many agencies are feeling the covid squeeze and cashflow runways are running out. Paul Winterflood from Moore Kingston Smith joins us to explain the critical KPIs that all agencies should be shooting for and where to financial management. These are magic numbers for marketing agencies.This podcast uses the following third-party services for analysis: Chartable - https://chartable.com/privacy2022-03-0118 min
Marketing TrekLife vs LivelihoodAs the world starts to unlock from the Covid 19 crisis, how do you balance the need to protect life with the need to earn a living? Sophy Norris and Hannah Kerslake from Flagship PR outline how their clients are getting the balance right.This podcast uses the following third-party services for analysis: Chartable - https://chartable.com/privacy2022-02-2218 min
Marketing TrekManaging CreativesNurturing creative teams under lockdown is hard. We know you're all sick to death of Covid-19 podcasts, but Greentarget's Jeff Watt and Dafina Grapci-Penney bring new ideas!This podcast uses the following third-party services for analysis: Chartable - https://chartable.com/privacy2022-02-1517 min
Marketing TrekPR is Not OptionalWhen times are tough do you cut the PR budget? Not according to Mark Pinnes, Managing Director at Flagship PR who explains exactly why winning companies know that PR is not optional. Especially during a crisis.This podcast uses the following third-party services for analysis: Chartable - https://chartable.com/privacy2022-02-0819 min
Marketing TrekLeveraging LockdownLockdown makes sales and marketing hard. If your customers are unsure what the future looks like, what should you do? Richard White from Unit4 joins us to talk about using time well during Covid-19 lockdown.This podcast uses the following third-party services for analysis: Chartable - https://chartable.com/privacy2022-02-0118 min
Marketing TrekMarketing DashboardEverything’s got a marketing dashboard these days. When you can measure, report on and visualise everything, how to you cut through the noise? Vernon Riley and Dan Ellis join us to talk about measuring things that matter.This podcast uses the following third-party services for analysis: Chartable - https://chartable.com/privacy2022-01-2529 min
Marketing TrekIs B2B The Hot Place To Be?B2B marketing used to be seen as a little dull. Not any more. Is B2B now the hot place to be? We're joined by the business marketing club's Dave Stevens who tells us why B2B is better than selling soap.This podcast uses the following third-party services for analysis: Chartable - https://chartable.com/privacy2022-01-1829 min
Marketing TrekNew Year's ResolutionsIf marketing could make new year's resolutions, what should it promise? We're joined by ESET's Head of Marketing, Julian Roberts to find out what he'd advise agency and in-house marketers.This podcast uses the following third-party services for analysis: Chartable - https://chartable.com/privacy2022-01-1128 min
Marketing TrekAccount Based MarketingABM is the new kid on the marketing block, but is it really new? We're joined by Incubai Consulting's Samantha Andrews to learn all about Account Based Marketing.This podcast uses the following third-party services for analysis: Chartable - https://chartable.com/privacy2022-01-0430 minThe Business Marketing Club PodcastThe A2Z of B2B Marketing Part 26: Z is for Zero-based budgetingToday we conclude our A-Z of Business Marketing. We're looking to give a primer on the very latest thinking, practices and practical examples on every big topic in B2B land. And we’ve reached Z. Z stands for Zero-based budgeting.
Business Marketer Dave Stevens hears from two experts on the topic today: Marketing Strategy and Planning Lead at PwC UK David Nelson and Senior Consultant and Venture Manager at Selbey Anderson Group Julian Roberts.2021-11-3014 min
Andy Day‘s M&A/Q&AM&A/Q&A How to build a marketing agency group from scratch through acquisitions with Dom HawesIn this episode Dom Hawes of Selbey Anderson talks about how he has made 8 rapid acquisitions to build his marketing group from scratch using M&A. He’s used acquisitions to scale the group, acquiring marketing agencies with an organic growth plan behind it. We discover his tips and tricks if you are also planning to grow your agency business through acquisitions too.
2021-11-0849 min
What We've Learnt: Learning from great minds in the world of business & marketing and beyondSeries 3, Episode 3: Dom Hawes, Selbey AndersonAn insightful and enjoyable chat this week with Dom Hawes, CEO of independent agency network Selbey Anderson.
Not only do we hear from Dom on his vision for Selbey Anderson. and how his previous experiences running an agency shaped the culture and values of Selbey Anderson, but we talk about leadership – what his time in the military taught him and how that transfers into the corporate world. An avid read (and learner) Dom talks about recent books that have inspired him, including the other contributors to the recently published book "Purposeful People: Business Leaders Making A Difference" . Do...2021-05-1247 min
Marketing TrekCSATs and NPS are Garbage. Discuss.These days we’re all massively over-surveyed. We get why companies are obsessed with the happiness of their customers, but is sending another survey the best way of finding out? Marketing Trek has a major issue with CSATs and NPS scores – these being customer satisfaction surveys and Net Promoter Scores. We think that in most cases, they are a waste of time and where they are not, they’re not being properly implemented. But, we're open to persuasion, so we assembled a panel of experts to argue the case. Are CSATs and NPS garbage?2021-02-0928 minThe Business Marketing Club PodcastSearch PartySEO is different in the B2B world to that in B2C. Conversion is lower, keywords have lower volumes, and branding is everywhere. Business Marketing Club Chair Dave Stevens speaks to John Watton, VP of Marketing at Yext to tell us more. Dominic Hawes, Group CEO of Selbey Anderson, and Fran Brosan, Chair and Co- Founder of Omobono, propound some lessons we can take from the covid crisis. And Colin Lewis, Chief Marketing Officer at OpenJaw Technologies, shares some great B2B marketing examples and what he’s learned from them.
2020-09-0445 min
Marketing TrekEp11: Wargaming for marketing agenciesWhen the future is so uncertain, how do marketing agencies plan? Take a leaf out of the military's playbook and wargame, that's how. In this episode, Chris Paton from Quirk Solutions talks through how to use scenario planning and stress tests to model out different versions of the future.2020-08-2418 minThe Business Marketing Club PodcastB2B Marketing on a ShoestringNewly founded small businesses must often operate on a shoestring budget when it comes to marketing. But there are lots of great ways of getting word out without breaking the bank. Business Marketing Club Chair Dave Stevens asks Charlie Whyman, B2B Business Development Consultant and LinkedIn Trainer, to explore some of these methods. And Dominic Hawes, Group CEO of Selbey Anderson, explains how agencies can help.
Jonathan Cann shares a key lesson he took on the journey to being Global CRM Director at Namecheap and B2B Marketer Russ Powell propounds a lesson we can take from the C...2020-08-2139 min
Marketing TrekEp 10: Marketing agency M&AAs agency owners go through strategic planning for the year ahead, selling or maybe even buying have to be options? But, in a market where only one in ten business listed for sale make it to completion, how do get to the truth? We chose to speak to Lucas Weston's Howard Weston because he tells it how it is.This podcast has some awesome and very direct advice for agency owners and senior managers.2020-07-2318 min
Commanding ConversationsEpisode 2: The Art of the Agency with Simon QuarendonToday we have two new voices on the podcast, we are joined by co-host Hannah Kerslake, and our brilliant guest Simon Quarendon. Simon is the COO of Selbey Anderson, a new collective of creative agencies that Flagship is a part of. We spoke to Simon about his diverse career both working for and starting his own PR agencies, how to create strong relationships with clients and teams, and the future of the PR industry.You can find us on Twitter @flagshipcons and at our website flagshipconsulting.co.uk2020-07-1734 min
Marketing TrekEp 9: Magic Numbers For Marketing AgenciesMany agencies are feeling the covid squeeze and cashflow runways are running out. Paul Winterflood from Moore Kingston Smith joins us to explain the critical KPIs that all agencies should be shooting for and where to financial management. These are magic numbers for marketing agencies.2020-07-1417 min
Marketing TrekEP 8: Life vs Livelihood: How to get the right balanceAs the world starts to unlock from the Covid 19 crisis, how do you balance the need to protect life with the need to earn a living? Sophy Norris and Hannah Kerslake from Flagship PR outline how their clients are getting the balance right.2020-06-1118 min
Marketing TrekEP 7: Managing Creative Teams with Jeff and DafinaNurturing creative teams under lockdown is hard. We know you're all sick to death of Covid-19 podcasts, but Greentarget's Jeff Watt and Dafina Grapci-Penney bring new ideas!2020-05-2216 min
Marketing TrekEp 6: Why PR is Not Optional with Mark PinnesWhen times are tough do you cut the PR budget? Not according to Mark Pinnes, Managing Director at Flagship PR who explains exactly why winning companies know that PR is not optional. Especially during a crisis.2020-05-0719 min
Marketing TrekEp 5: Using Lockdown Time Well with Richard WhiteLockdown makes sales and marketing hard. If your customers are unsure what the future looks like, what should you do? Richard White from Unit4 joins us to talk about using time well during Covid-19 lockdown.2020-04-2817 min
The Business Marketing Club PodcastWebinar Week 5: How the Coronavirus Crisis Affects B2B MarketingB2B marketers from client-side, agency, and consultancy discuss how they are responding and where to focus next. This week B2B marketer Dave Stevens hears from Sarah Ford (Director of Brand and Channels at Capita), from Dom Hawes (Group CEO at Selbey Anderson, an agency group of highly specialised marketing companies), from Ross Chapman (Marketing Director of PortSwigger Web Security, a computer software business), and from Steve Russell (Executive VP Alliances and Partnerships at Cyance, a fast-growth B2B SAAS march vendor).2020-04-161h 02
Marketing TrekEp 4: Marketing Dashboard Dos and Don'ts with Vernon RileyEverything’s got a marketing dashboard these days. When you can measure, report on and visualise everything, how to you cut through the noise? Vernon Riley and Dan Ellis join us to talk about measuring things that matter.2020-03-1129 min