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. -3 J

    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

  2. 29 OCT.

    97. Marketing a business is everyone's business

    In this episode of The Unicorny Marketing Show, Graham Wylie joins Dom to challenge the conventional view of marketing. Wylie argues that marketing shouldn’t be confined to a single department but should be a company-wide responsibility. He explains the importance of aligning marketing promises with product delivery and encourages organisations to involve every team member in creating a consistent customer experience. Key points: Marketing as a company-wide responsibility rather than a department function.The risks of inconsistent brand promises when marketing efforts are siloed.Leveraging market disruptions to drive change and opportunity.Engaging every stakeholder across the business for a unified marketing approach. Listen now to learn how to break marketing out of its silo and drive growth across your organisation. About Graham WylieIs Graham the world's foremost authority on marketing in organisations going through change? Possibly ;) With three decades in B2B marketing, across vastly different geographies and industries; Agency, VC, PE and Corporate environments, and always at an inflection point for the business, there is real depth and breadth to his experience. Combine that with a nerd-level curiosity about how marketing actually works, and why businesses struggle with go-to-market, you get a rare combination of cutting edge theory, innovative practice and real world pragmatism that delivers results. As we recorded this podcast Graham was wrapping up a large corporate transformation and by the time you listen to it he will have started as Chief Marketing Officer for activpayroll. 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

    41 min

  3. 22 OCT.

    96. Rebel writing: how brandwank is killing your comms

    In this episode of The Unicorny Marketing Show, Dom and Peter Whent discuss Peter's straightforward "pool rules" for better marketing messaging. Inspired by clear, no-nonsense swimming pool signs, these rules focus on the power of simple, bold communication. Peter highlights the need for brands to stop using jargon and start focusing on the real issues their customers face. The conversation covers why businesses should be more direct, and how clear, impactful messaging can help brands stand out. Key points: Peter Whent's "pool rules" for clear, customer-focused messaging.Avoiding jargon and using simple, direct communication.The importance of addressing customer needs over product features.Why bold and clear messaging is essential for differentiation. Listen in for practical advice that will help you refresh your marketing and make it truly effective.  About Peter WhentYesterday, Peter Whent built several businesses, making mistakes and learning along the way. Dealing with the establishment—investors, lawyers, the tax authorities, and others—helped him develop a healthy cynicism towards the phrase, "that's how it's always been done." Today, Peter owns and runs a modestly celebrated creative coalition called BoldAF, where he challenges norms and breaks the rules to help brands uncover the big creative idea that will ignite their identity. Once he's found it, he transforms it into bold messaging that gives the brand personality and draws prospects in like the Pied Piper. Links Full show notes: Unicorny.co.uk Watch episode: https://youtu.be/vlAY0Kc55mE LinkedIn: Peter Whent | Dom Hawes Email: peter@peterwhent.com 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

    47 min

  4. 15 OCT.

    95. Impossible to Ignore with Carmen Simon

    In this episode, Dom Hawes interviews cognitive neuroscientist Carmen Simon, uncovering how brain science can help marketers ensure their content is remembered. Carmen highlights the importance of focusing on distinctiveness and emotion to make sure your audience recalls the most crucial parts of your message. By understanding how the brain processes and retains information, marketers can begin crafting content that truly sticks, helping brands stand out in today’s crowded digital space. Key points: Why distinctiveness helps capture and keep audience attention.How emotions play a key role in enhancing memory retention.The practical application of neuroscience tools like EEGs and eye-tracking in content strategy.Defining your "10% message" to ensure you focus on what matters most to your audience. Catch the full episode for more on how neuroscience can transform your marketing approach. Competition time!🏆For a chance to win a free copy of 'Impossible to Ignore' by Carmen Simon, PhD, simply click here and fill in the form with your answer to the question:  'I like The Unicorny Marketing Show because…' CLICK HERE TO ENTER🍀Good luck!🍀 About Carmen SimonDr. Carmen Simon is a cognitive neuroscientist and Chief Science officer at Corporate Visions. She is also the founder of Enhancive, an agency that helps organizations use neuroscience to create content that impacts customers’ memory and decisions. Her most popular books on customers’ attention and memory are called Impossible to Ignore and Made You Look. She also teaches at Stanford University on topics related to creating content that is memorable and actionable. After all, what is the use of memory if people don’t do anything with it? Links Full show notes: Unicorny.co.uk  LinkedIn: Carmen Simon | Dom Hawes Contact: csimon@enhancive.com 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

    45 min
  5. 94. The behaviour you ignore is the culture you get

    8 OCT.

    94. The behaviour you ignore is the culture you get

    Could your company’s most valuable asset be its culture? In this episode, Hilton Barbour, a seasoned marketing consultant, discusses the vital role of organisational culture. He explains how culture shapes decisions, brand identity, and even the ability to innovate. Hilton explores the connection between culture and strategy, providing real-world examples from companies like Boeing and Nike, showing why this alignment is key to success. Key points: • Definition of culture and its impact on business success. • The importance of aligning culture and strategy for growth. • Leadership's influence on culture within an organisation. Listen to discover how culture can become your organisation’s hidden advantage. Competition time!🏆For a chance to win a free 'Fix Your Culture! This is How.' e-book by Jeppe Hansgaard and Unicorner Hilton Barbour, simply click here and fill in the form with your answer to the question:  'Describe an action or a behaviour of a company that you have worked for that demonstrated the culture delivering the brand strategy.' CLICK HERE TO ENTER🍀Good luck!🍀 About Hilton BarbourHilton Barbour’s first love is marketing, which he believes is the growth engine of any organization. From crafting unique value propositions to nurturing distinctive brands (and even creating a few), he has international client and agency experience in driving growth, building loyal customers, and gaining market share. He has worked across both B2B and B2C sectors, leading global brands and feisty start-ups. This diverse exposure gives him a unique perspective on how to build and execute marketing strategies that deliver. While marketing can drive growth, Hilton believes that only when employees are fully aligned and committed can an organization achieve real competitive advantage. Culture, he feels, is the fuel of creativity, ingenuity, and agility that enable a firm to truly win with partners and customers. He fiercely believes in the combination of marketing and culture to differentiate—and win—in the marketplace. 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 a...

    39 min

  6. 3 OCT.

    93. Are side hustles marketers' secret weapon

    In the second part of this episode, Leonard Burger returns to discuss the growing trend of side hustles and their unexpected benefits for marketers. Leonard shares how working on external projects, such as angel investing, has enriched his professional career, offering valuable perspectives that can be applied to his core role in product marketing. The episode also explores future trends in product marketing, including the impact of AI and how companies can foster creativity by giving employees more flexibility. Key points: Side hustles as a tool for career growth and creativity.The rise of AI and machine learning in product marketing.Encouraging a creative mindset by balancing day jobs with passion projects.How external perspectives can fuel innovation in the workplace. Get ready to explore how you can apply these future-focused ideas to your marketing strategies. About Leonard BurgerLeo is a product marketing specialist by day and fintech geek by night. Currently active in fintech marketing, his professional experience spans across multiple industries and countries. Besides marketing he also has a passion for startups, innovation and venture capital. 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 summariesIntroduction to part two Dom welcomes listeners back for part two of the discussion with Leonard Burger, introducing product marketing’s relevance today and preparing for an exploration of its future. The rise of side hustles Dom and Leonard discuss the increasing popularity of side hustles among professionals, especially in the US, and how they can enhance career development. Leonard’s personal experience with side hustles Leonard shares...

    31 min

  7. 1 OCT.

    92. Product marketing’s secret role in SaaS success

    In this episode of The Unicorny Marketing Show, we pull back the curtain on a crucial, yet often overlooked, role in marketing: product marketing. Host Dom Hawes sits down with Leonard Burger to explore how product marketers act as the glue that binds sales, engineering, customer success, and strategy. With product marketing well-established in the US but still emerging in the UK, this conversation digs into the core responsibilities that product marketers handle every day—simplifying complex products, aligning internal teams, and ensuring the customer’s voice drives business decisions. Key points: Product marketing as the essential glue between departments.The phases of product marketing, from internal conversations to messaging and deployment.Product marketers’ role in bridging gaps between teams, including sales, engineering, and customer success.How side hustles can contribute to the core roles in marketing. If you're curious about the wider role of product marketing, this episode will shed light on how it influences various parts of a business. About Leonard BurgerLeo is a product marketing specialist by day and fintech geek by night. Currently active in fintech marketing, his professional experience spans across multiple industries and countries. Besides marketing he also has a passion for startups, innovation and venture capital. 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 summariesThe Role of Product Marketing in Business Dom Hawes introduces the episode, focusing on product marketing's role as a key connector between different business functions. Leonard Burger, the guest, is introduced. Leonard's Journey into Product Marketing Leonard shares his career journey, from starting as a pricing analyst to becoming a product marketer, and explains the unique responsibilities that come with this role. Key Qualities of a Product Marketer Leonard discusses the essential traits for product marketers, including curiosity and the ability to understand technical details while connecting them to broader business goals. Defining product marketing and its core responsibilities Leonard explains how product marketing evolved from the tech sector, especially in Silicon Valley, and its role in connecting technical and strategic elements within a company. Product marketing misunderstood Leonard talks about the misconceptions surrounding product marketing in Europe and discusses how positioning and messaging are the core responsibilities of the role. The four-phase plan for product marketing Dom summarises Leonard's process for successful product marketing: understanding the product, crafting a message, identifying the audience, and developing product demos. Product marketers as the bridge between...

    38 min

  8. 26 SEPT.

    91. Respect - the currency of your customers (and your career)

    In this continuation of Dom Hawes' conversation with Simon Carter, the focus shifts to the challenges facing marketing leadership and the role of trade bodies. They discuss how marketing organisations often fall short in supporting senior marketers, which affects the profession’s growth. Simon highlights the importance of earning respect within organisations and the difficulties posed by hybrid working on building professional relationships and advancing careers. Key topics: • The lack of support for senior marketers from trade bodies • The challenge of earning respect and demonstrating marketing’s value • The impact of hybrid work on networking and career progression This episode explores how marketers can enhance their influence and become more valued in their companies. About Simon CarterA commercially articulate senior leader, with a track record of helping businesses grow significantly in the digital world. With roles in both the permanent and interim market, leading organisations through significant change and transformation across a wide range of sectors – from Automotive to Retail, Financial Services to Utilities, Telco to Technology, Travel and Leisure to Education, and into the Third Sector – in both consumer and business-to-business roles, operating on both the client and agency side, in permanent and independent positions. A Liveryman with the Worshipful Company of Marketors, former weekly columnist for a Marketing magazine, Pro-Vice Chancellor for Coventry University, and a director of a 200-property Freehold company. 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 summariesIntroduction and recap of part 1 Dom briefly recaps part one, touching on the divide between short-term and customer-centric organisations. He sets the stage for part two, focusing on leadership and marketing representation. Leadership and trade bodies Dom and Simon discuss the shortcomings of trade bodies like the CIM and DMA, which focus more on junior members and revenue rather than supporting senior marketers. The isolation of leadership Simon shares how networking and hard work helped him advance, despite the lack of formal support from trade bodies. Hybrid working and the networking gap Simon expresses concern about how hybrid work affects younger professionals’ ability to build important career connections that were easier in traditional work settings. Simon’s definition of...

    23 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
    100
  • Classification
    Contenu explicite
  • Copyright
    © Selbey Anderson Ltd
  • Site web de l’émission
    The Unicorny Marketing Show

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