The Unicorny Marketing Show

Dom Hawes
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  • MARKETING
  • CHAQUE SEMAINE
The Unicorny Marketing Show

Welcome to The Unicorny Marketing Show, a podcast about the business and practice of marketing, how it creates value, who's doing it well, and how marketing helps businesses win the future. Unicorny seeks to answer the question: how do I create value for my business? We speak to CMOs, CEOs, CFOs, venture capitalists, private equity leads, consultants, influencers... anyone that can provide clues to finding and unlocking value.

  1. -4 J

    105. The Unicorny Christmas show and tell with the whole gang

    What do you get when you cross Unicorny bloopers with Dom?... A roasted potato🥔  Find out why, as Dom and the Unicorny crew celebrate Christmas with a few outtakes (kindly provided by Pete the editor) and a look at some of our favourite moments.  Join us for a laugh and a touch of brand wank in this festive wrap-up episode.  Links  Full show notes: Unicorny.co.uk  Watch the episode: https://youtu.be/8MWkWG_2C54 LinkedIn: Dom Hawes | Nichola Fairley | Pete Allen | Laura Taylor Sponsor: Selbey Anderson  Other items referenced in this episode:  95. Impossible to ignore with carmen simon  96. Rebel writing: how brandwank is killing your comms  The Unicorny Marketing Show: Maya Price

    32 min

  2. 17 DÉC.

    104. Why marketers make the best startup founders with David Hart

    What makes marketers and agency professionals natural SaaS founders? In this episode, David Hart, author of Productized and co-founder of ScreenCloud, shares his journey from agency ownership to building a successful SaaS company with over $20M ARR. Learn how to transform creative skills and strategic thinking into a scalable business model.  What you’ll learn:  Turning agency challenges into scalable product opportunities. The importance of understanding customer needs and validation. How content marketing drives growth on a limited budget.  David’s journey offers valuable lessons for marketers aiming to create lasting impact. Don’t miss this chance to learn practical strategies for building your own success story.  Competition time 🏆 Want a free signed copy of Productized by David Hart?   All you have to do is email us at unicorny@selbeyanderson.com and let us know why you should get a copy.  About David Hart David is the 'Agency-to-SaaS' guy. Having started his own agency which he sold to focus on his SaaS business, ScreenCloud which today is delivering north of $20m in ARR, he's uniquely qualified to talk about the opportunities and challenges involved.   David has since stepped away from the day-to-day of his SaaS business and is working with companies who have a product idea that they want to spin out into a standalone business. He is also a NED of several early-stage SaaS business, an investor and the author of the book, 'Productized: Stop Selling Time and Transition to Selling SaaS'.  Links Full show notes: Unicorny.co.uk  Watch the episode: https://youtu.be/dL1q94I0CUw LinkedIn: David Hart | Dom Hawes  Website: davidhart.io  Sponsor: Selbey Anderson  Other items referenced in this episode:  ScreenCloud  Greenfield  37signals  Basecamp  Mailchimp  Studio Graphene  telsen  The Mom Test by Rob Fitzpatrick  Conversational Marketing by David Cancel and Dave Gerhardt

    48 min

  3. 10 DÉC.

    103. Why commonly accepted "science" could cost your brand millions with Felipe Thomaz

    What if your marketing campaigns could achieve more with less? Dr. Felipe Thomaz, Associate Professor of Marketing at Oxford's Saïd Business School, challenges the widespread belief that maximising reach guarantees success. Drawing insights from his ground breaking peer-reviewed paper, Felipe reveals why overemphasising reach could be costing brands both money and effectiveness. What you'll learn: Why maximising reach doesn't guarantee brand growth or profitability.How different channels uniquely impact consumer behaviour.The role of archetypes in creating effective marketing campaigns.Common mistakes marketers make in media buying and channel selection.Why differentiation drives growth while distinctiveness protects it. Don't miss this essential conversation redefining modern marketing science! About Felipe ThomazFelipe Thomaz is an Associate Professor of Marketing at the University of Oxford, where he is also Director of the Oxford Future of Marketing Initiative, and Director of the Diploma in Artificial Intelligence for Business. Felipe is a research faculty member, with published peer-reviewed works in Marketing, Mathematics, and Conservation Science. He is also Managing Director of Augmented Intelligence Labs, an Oxford spinout based on his research, specializing in long-range forecasting, trend analysis and anomaly detection algorithms. His pioneering research on illicit markets has informed countries and international agencies on novel ways to counter everything from cyberweapons to wildlife trafficking. He has authored policy documents on the decarbonization of advertising with international industry bodies, on progressive advertising with the United Nations, and practical ethics in AI with the International Chamber of Commerce. LinksFull show notes: Unicorny.co.uk Watch the episode: https://youtu.be/0Nc_UPMnilA LinkedIn: Felipe Thomaz | Dom Hawes Website: Augmented Intelligence Labs Sponsor: Selbey Anderson Other items referenced in this episode: Schweidel, D. A., Bart, Y., Inman, J. J., Stephen, A. T., Libai, B., Andrews, M., Rosario, A. B., Chae, I., Chen, Z., Kupor, D., Longoni, C., & Thomaz, F. (2022). How consumer digital signals are reshaping the customer journey. Journal of the Academy of Marketing Science Oxford Future of Marketing Initiative Kantar Stochastic frontier analysis

    1 h

  4. 3 DÉC.

    102. Marketing leadership: Advancing with emotional intelligence

    How can marketers add value and lead with confidence? In this episode of The Unicorny Marketing Show, Rachel Fairley returns as host and is joined by Leo McCloskey, VP of Marketing at Echodyne. Together, they discuss the evolving role of marketing in B2B, government sectors, and strategic marketing. With years of experience, Leo shares his approach to building trust, fostering team collaboration, and addressing complex challenges in long sales cycles. What you’ll learn: Why emotional intelligence matters in marketing leadership.The unique challenges of marketing in the government sector.How consistency builds trust and credibility over time.The role of technical expertise in creating effective teams. Whether you're a marketing leader or just starting out, this episode offers practical takeaways to strengthen your skills and understanding. About Leo McCloskeyLeo is engaged in the design, build, delivery, iterative development, and messaging of technology-related brands, products, and services. His experience stretches across consumer, enterprise, and government sectors for mature companies with dominant positions in established markets and startups with innovative technologies and products entering new markets. Underling all the movement and effort is an ongoing study of human factors amidst the ambitions of teams, managers, businesses, and brands. Leo’s studies in languages, histories, and cultures complement his experience living, traveling, and working across Asia, USA, and Europe. He lives in the Pacific Northwest, believes everyone needs a Local, and is otherwise consumed by family, friends, and fun. LinksFull show notes: Unicorny.co.uk Watch the episode: https://youtu.be/FvmvUPGVtfg LinkedIn: Leo McCloskey | Rachel Fairley Website: Echodyne Sponsor: Selbey Anderson Other items referenced in this episode: Crossing the Chasm by Geoffrey Moore

    40 min

  5. 26 NOV.

    101. How OakNorth disrupts - the inside story

    In this episode of The Unicorny Marketing Show, we welcome back Valentina Kristensen from OakNorth Bank. Since her first appearance, Valentina has taken on a broader role as Corporate Affairs Director and shares how OakNorth continues to disrupt the seemingly commoditised world of SME banking. From customer-centric strategies to the development of proprietary segmentation models, learn how OakNorth balances sustainability, innovation, and entrepreneurial spirit. What you'll learn: The concept of the "missing middle" in SME banking.How granular market segmentation enables targeted opportunities.Ways OakNorth ensures transparency and speed in lending decisions.Insights into OakNorth’s sustainability initiatives and climate risk management. Valentina’s insights will inspire leaders to rethink traditional markets. Tune in and discover what makes OakNorth’s approach a blueprint for future growth. About GuestValentina is OakNorth’s Director of Growth and Communications. She's a self-professed FinTech nerd and a founding editorial board member of Influence Magazine, the CIPR’s quarterly member magazine. LinksFull show notes: Unicorny.co.uk Watch the episode: https://youtu.be/axPqx90Suvw LinkedIn: Valentina Kristensen | Dom Hawes Website: OakNorth Sponsor: Selbey Anderson Other items referenced in this episode: Collapse of Silicon Valley Bank

    41 min

  6. 19 NOV.

    100. Unicorny scores a century: what we learned so far

    In this special 100th episode of The Unicorny Marketing Show, Rachel Fairley interviews host, Dom to share key lessons from their podcast journey. This reflective conversation uncovers how the show has influenced marketing strategy and shaped perspectives on brand strategy placement within businesses. Dom discusses the debate on viewing marketing as a profit centre, challenges the common understanding of ROI, and touches on the digital shifts affecting modern business growth strategies. What you'll learn: The importance of strategic thinking beyond day-to-day tactics.Why brand strategy often needs to function independently from marketing.How marketing's role must be perceived for sustainable business success.Examples of how companies have adopted new approaches based on discussions from the show. Join us as we celebrate 100 episodes of The Unicorny Marketing Show! About Dom HawesDom Hawes is the host of The Unicorny Marketing Show, where he shares insights and engages with industry leaders. Dom is the Group CEO of Selbey Anderson Group, helping businesses in complex markets win the future. With over 30 years in marketing, strategy, and M&A, Dom is passionate about creating and marketing new products, services, and events. Dom is also a blogger, published author, and competitive rower, with interests in RevOps, data, insight, leadership, and management theory. Dom is a Fellow of the Chartered Institute of Marketing. LinksFull show notes: Unicorny.co.uk Watch the episode: https://youtu.be/bF6_G2IWsUo LinkedIn: Rachel Fairley | Dom Hawes Sponsor: Selbey Anderson Other items referenced in this episode: Geoffrey Moore: The Unicorny Marketing Show The Gorilla Game by Geoffrey Moore Matt Dixon: The Unicorny Marketing Show April Dunford: The Unicorny Marketing Show Ben M. Bensaou: The Unicorny Marketing Show Nudge Uncensored CMO Michael Porter: The Unicorny Marketing Show Sarah Robb: The Unicorny Marketing Show Duncan Daines: The Unicorny Marketing Show 97. Marketing a business is everyone's business 41. Must win battles for marketers a...

    1 h

  7. 12 NOV.

    99. Consumer Behaviour: we don't think the way we think we think

    In this episode of The Unicorny Marketing Show, Dom talks to Tas Tasgal, Keynote speaker, author and trainer about the intricacies of human behaviour in marketing. Tas challenges common perceptions in marketing, emphasising that decision-making is often unconscious and influenced by emotions rather than rational thought. Key points: Traditional market research often fails to capture true consumer motivationsThe role of emotions in decision-makingEngaging narratives can significantly enhance brand communication Listen in to rethink conventional strategies and explore deeper emotional connections with your audience. Competition time!🏆For a chance to win a free copy of 'The Consumer Behaviour Book' by Anthony "Tas" Tasgal, simply click here and fill in the form with your answer to the question:  'I like The Unicorny Marketing Show because…' CLICK HERE TO ENTER🍀Good luck!🍀 About Anthony "Tas" TasgalTas is a man of many lanyards: trainer, author, TEDx speaker, brand/comms strategist and lecturer. He is a Course Director for the Chartered Institute of Marketing, the Market Research Society, the Institute of Internal Communications, the Civil Service College and the Chartered Institute of Procurement and Supply. He is a global speaker, did his first TEDx talk in Newcastle in November ’23, and regularly reviews the papers live on TalkTV. He specialises in storytelling, behavioural economics, insightment, and as a lapsed Classicist he also indulges in etymology and Homer (not the yellow one). He also runs The Guardian masterclass on “Harnessing the power of storytelling” and is a Brand Ambassador for Home Grown Club in London. He works for clients as varied as the BBC, Nokia, Panasonic, The Royal Albert Hall, EE, Boehringer Ingelheim Animal Health, The Intellectual Property Office (UK Govt), ReLondon and the NHS. He is the author of 5 books- the award-winning The Storytelling Book, [which has sold nearly 40,000 copies globally] The Inspiratorium , “InCitations” , The Storytelling Workbook and The Insight Book. His sixth book- The Consumer Behaviour Book- was published in June 2024. LinksFull show notes: Unicorny.co.uk Watch the episode: https://youtu.be/xdBqXQzEyKk LinkedIn: Anthony Tasgal | Dom Hawes  Books by Anthony Tasgal Sponsor: Selbey Anderson  Other items referenced in this episode The Consumer Behaviour Book by Anthony Tasgal Incognito by David Eagleman Sum by David Eagleman Phineas Gage Passage of an Iron Rod...

    43 min

  8. 5 NOV.

    98. Four Ps and a T. Why time matters in marketing

    In this episode, marketing veteran Mark Larwood offers a refreshing perspective on the importance of patience in marketing. Mark discusses how today's fast-paced business environment can push for instant results, but slowing down and allowing strategies to mature can deliver lasting competitive advantages.   Key points:  Patience in marketing can lead to better long-term outcomes. Balancing short-term demands with long-term goals is essential for success. AI can enhance creativity by handling mundane tasks, not just speeding up processes. Effective communication and transparency are crucial during periods of change and acquisition. Building relationships and nurturing brands is as important as immediate results.  Are you curious to know how ruthless prioritisation and patience might reshape your marketing strategy? Don't miss this episode! About Mark LarwoodWith two decades of B2B tech marketing experience, Mark has worked with both global giants and innovative start-ups, including Atos, O2, Philips, and Telefónica. Currently, Mark serves as Marketing Director for CloudClevr, a next-generation Managed Services Provider formed from the merger of four leading communications and IT businesses. An advocate for Account-Based Marketing (ABM) strategies, Mark excels in driving alignment between sales and marketing teams, and ensuring marketing effort leads to sustainable and profitable growth. His expertise lies in his deep understanding of the tech and marketing landscape to craft strategies and drive his team to deliver results. Mark’s leadership is characterised by a commitment to innovation, strategic vision, and a relentless focus on achieving business outcomes. 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

    37 min
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À propos

Welcome to The Unicorny Marketing Show, a podcast about the business and practice of marketing, how it creates value, who's doing it well, and how marketing helps businesses win the future. Unicorny seeks to answer the question: how do I create value for my business? We speak to CMOs, CEOs, CFOs, venture capitalists, private equity leads, consultants, influencers... anyone that can provide clues to finding and unlocking value.

Informations

  • Création
    Dom Hawes
  • Années d’activité
    2022 - 2024
  • Épisodes
    107
  • Classification
    Contenu explicite
  • Copyright
    © Selbey Anderson Ltd
  • Site web de l’émission
    The Unicorny Marketing Show

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