Unicorny Selbey Anderson

In today's episode, part two of our discussion with Adrian Coxon, we explore how marketing drives product innovation and brand competitiveness in B2B. Adrian provides practical ways of using customer feedback and competitive analysis to improve market presence.
Learn how marketing teams can better represent customer needs in product development.Find ways of improving brand recognition in a competitive market.Understand the importance of comprehensive market research.Recognise the importance of engaging with local communities to boost brand image and relevance.
Learn how embracing AI and community engagement can enhance your marketing effectiveness and customer satisfaction.
About Adrian Coxon Operating at board level with a successful track record of building global brands and delivering revenue growth for financial services, e-commerce and tech companies. 
Adrian likes to use a customer-centric, data-driven approach that translates into innovative and authentic advertising campaigns, driving value across the entire customer lifecycle.  
Adrian’s real focus is on strong relationships - when you inspire the right people with a clear vision and empower them to deliver change then great things happen. 
Links  Full show notes: Unicorny.co.uk  
LinkedIn: Adrian Coxon | Dom Hawes  
Website: Exante 
Sponsor: Selbey Anderson  
Episode outlineThe role of marketing in organizational valueThe importance of understanding customer needsInnovation and AI in marketingThe impact of community engagement on brandingEthical considerations in marketing spendBuilding brand identity through local engagement1The effectiveness of engaging locally versus global campaignsShifts in media consumption and advertising post-COVIDLong-term customer relationship managementThe strategic advantage of building strong brand equity


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In this episode of Unicorny, Dom Hawes and guest Adrian Coxon, CMO of Exante, address the ongoing challenge of marketing being undervalued in businesses. The evidence? Many marketers are paid less than their peers.
So how do you boost the redress the imbalance?
Understand the implications of short-term focus versus long-term strategy in marketing and how it affects how other internal stakeholders view marketing. Recognise the importance of the CMO’s role in aligning marketing's activity with business success.Find ways to demonstrate value beyond immediate ROI to foster long-term brand equity. Learn to manage internal perceptions of marketing to enhance your departmental value and influence. 
Why listen? Like all Unicorny output, you'll gain actionable advice from someone like you who's dealing the same issues as you.
About Adrian Coxon Operating at board level with a successful track record of building global brands and delivering revenue growth for financial services, e-commerce and tech companies. 
Adrian likes to use a customer-centric, data-driven approach that translates into innovative and authentic advertising campaigns, driving value across the entire customer lifecycle.  
Adrian’s real focus is on strong relationships - when you inspire the right people with a clear vision and empower them to deliver change then great things happen. 
Links  Full show notes: Unicorny.co.uk  
LinkedIn: Adrian Coxon | Dom Hawes  
Website: Exante 
Sponsor: Selbey Anderson  
Episode outlineIntroduction to the theme: Is marketing undervalued?Adrian Coxon's journey and the financial evaluation of marketing roles.Insights on the evolution of marketing and its significance.Discussion on switching from agency to client side for better valuation.The challenges of digital-focused ROI in marketing.Exploring the balance between innovation and efficiency in marketing.Strategies to enhance the recognition and remuneration of marketing teams.Marketing's role in managing the customer experience lifecycle.Long-term strategic planning and overcoming short-term constraints.The critical role of the CMO in defining and steering brand objectives.


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Join Dom Hawes and Phil Barden as they continue their exploration of decision science in B2B marketing.
Discover how subtle elements like perception and pricing can significantly influence buyer decisions. Learn how distinctive branding and pricing strategies can optimize the decision-making process. Learn about aligning explicit and implicit customer goals
The 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 (Unilever, Diageo and T-Mobile). Whilst responsible for T-Mobile’s brand positioning and development around Europe he became a client of DECODE marketing consultancy and first encountered 'decision science’. DECODE’s work led to the Liverpool St flash mob ˈdanceˈ ad which increased T-Mobile sales by 49% and further work halved customer churn. This epiphanal moment led Phil to set up DECODE in the UK.  
Author of ‘Decoded. The Science Behind Why We Buy’ and a Fellow of The Marketing Society, Phil works with many clients and agencies in the application of decision science to day-to-day brand and shopper marketing activities. 
Links  Full show notes: Unicorny.co.uk  
LinkedIn: Phil Barden | Dom Hawes  
Website: Decode Marketing  
Sponsor: Selbey Anderson  
 
Episode outline The Decision Interface  Influencing Decision Making  Changing Behaviour without Changing Minds  Leveraging Goals and Motivations  Brand Goals and Propositions  Persil Brand Proposition  Understanding Human Behaviour  Implicit Goals in B2B Marketing  Customer Understanding and Goal-Driven Marketing


This podcast uses the following third-party services for analysis:

Podder - https://www.podderapp.com/privacy-policy
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Join Dom Hawes and Phil Barden in this episode of Unicorny as they dive into the power of decision science in B2B marketing.
Understand decision science's role in marketingExplore how scientific principles can be applied to enhance marketing creativity and effectivenessDiscover how behavioural and decision sciences inform marketing strategiesLearn how renowned marketers have successfully applied scientific methods to real-world marketing challengesDelve into case studies demonstrating the tangible benefits of integrating science into marketing efforts
This episode offers a deep dive into how decision science can fundamentally transform marketing approaches, providing listeners with both theoretical insights and practical applications.
About Phil BardenPhil has over 25 years client-side brand management experience (Unilever, Diageo and T-Mobile). Whilst responsible for T-Mobile’s brand positioning and development around Europe he became a client of DECODE marketing consultancy and first encountered 'decision science’. DECODE’s work led to the Liverpool St flash mob ˈdanceˈ ad which increased T-Mobile sales by 49% and further work halved customer churn. This epiphanal moment led Phil to set up DECODE in the UK.  
Author of ‘Decoded. The Science Behind Why We Buy’ and a Fellow of The Marketing Society, Phil works with many clients and agencies in the application of decision science to day-to-day brand and shopper marketing activities. 
 
Links  Full show notes: Unicorny.co.uk  
LinkedIn: Phil Barden | Dom Hawes  
Contact Phil Barden: Twitter | Email 
Website: Decode Marketing  
Sponsor: Selbey Anderson  
Episode outline Phil Barden's Story and Introduction to Decision Science  Marketing as Behaviour Change  The Role of Science in Marketing  Understanding Decision Making  Understanding System 1 and System 2  The Influence of Context in Marketing  The Neurologic Purchase Decision Equation  Leveraging Neuroscience in Marketing  


This podcast uses the following third-party services for analysis:

Podder - https://www.podderapp.com/privacy-policy
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In this compelling continuation of Unicorny's exploration of AI in marketing, Dom Hawes returns with part two of his discussion with Steven Millman and Jonathan Harris.
Building on the insights from part one, this episode delves into the emerging role of personal AI assistants and their potential to revolutionise consumer interaction by removing traditional interfaces.
The conversation also covers 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 reshaping not just marketing strategies but also the very fabric of digital engagement.
About Jonathan Harris Jonathan is the founder and CEO of Sub(x), a marketing technology provider that uses AI automation to drive revenue, growth and customer acquisition for digital subscription businesses. 
 A former investment banker at Morgan Stanley and Merrill Lynch, Jonathan launched and exited three previous businesses, and has 10 years’ experience in the application of data science in the marketing technology sector. 
 Sub(x) is transforming digital marketing using a proprietary self-learning AI autopilot, enabling businesses to optimise their online customer acquisition and revenue without the need for manual testing and experimentation. 
About Steven Millman Executive, Award-Winning Researcher/Data Scientist, Innovator, Inventor & Coffee Snob. Throughout Steve's career he's had a focus on quantitative/statistical analysis, survey design, research design, AI/ML, and other applied research techniques. Steven is presently serving as Global Head of Research and Data Science at Dynata, the world's sixth largest market research company where he leads a team of over 100 researchers and data scientists. Steven is a frequent speaker and author, multiple Ogilvy award winner, patent holder, and recipient of the prestigious Chairman's Prize from the Publishing & Data Research Forum. Steven serves as a member of the Board of Trustees for the Advertising Research Foundation, the ARF.
Links  Full show notes: Unicorny.co.uk  
LinkedIn: Jonathan Harris | Steven Millman | Dom Hawes  
Website: Sub(x) | Dynata 
Sponsor: Selbey Anderson  
Episode outlineThe Rise of AI Personas  Impact of AI on Marketing and Content Creation  Unintended Consequences of AI  The Illusion of Data Protection  The Impact of GDPR  The Contradictory Nature of Data Privacy  Designing Workflows and Removing Bias Embracing AI and Navigating Ethical Considerations  


This podcast uses the following third-party services for analysis:

Podder - https://www.podderapp.com/privacy-policy
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Join Dom Hawes as he dives deep into the transformative role of AI in marketing with industry experts Steven Millman and Jonathan Harris. Discover the metaphorical shift from "building faster horses" to "creating cars," illustrating how AI is set to revolutionise business practices beyond mere efficiency improvements.
The trio discusses the potential of AI to replace traditional marketing 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.
About Jonathan Harris Jonathan is the founder and CEO of Sub(x), a marketing technology provider that uses AI automation to drive revenue, growth and customer acquisition for digital subscription businesses. 
 A former investment banker at Morgan Stanley and Merrill Lynch, Jonathan launched and exited three previous businesses, and has 10 years’ experience in the application of data science in the marketing technology sector. 
 Sub(x) is transforming digital marketing using a proprietary self-learning AI autopilot, enabling businesses to optimise their online customer acquisition and revenue without the need for manual testing and experimentation. 
About Steven Millman Executive, Award-Winning Researcher/Data Scientist, Innovator, Inventor & Coffee Snob. Throughout Steve's career he's had a focus on quantitative/statistical analysis, survey design, research design, AI/ML, and other applied research techniques. Steven is presently serving as Global Head of Research and Data Science at Dynata, the world's sixth largest market research company where he leads a team of over 100 researchers and data scientists. Steven is a frequent speaker and author, multiple Ogilvy award winner, patent holder, and recipient of the prestigious Chairman's Prize from the Publishing & Data Research Forum. Steven serves as a member of the Board of Trustees for the Advertising Research Foundation, the ARF.
Links Full show notes: Unicorny.co.uk  
LinkedIn: Jonathan Harris | Steven Millman | Dom Hawes  
Website: Sub(x) | Dynata 
Sponsor: Selbey Anderson  
Episode outlineThe Role of AI in Marketing   Moving from Process-Driven to Outcome-Driven   Reimagining the Marketing Process   Understanding AI Tools and Processes   Identifying Recurrent Problems in AI Implementation   Probabilistic Outputs and Input Quality   Large Language Models and Data Quality   Caution with Synthetic DataThe Irrelevance of Presentation Layer


This podcast uses the following third-party services for analysis:

Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy