Welcome to Unicorny, 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. This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy Podder - https://www.podderapp.com/privacy-policy Chartable - https://chartable.com/privacy
In this episode of Unicorny, host Dom Hawes continues his conversation with James Gatoff, Group Chief Marketing and Communications Officer at Lombard International Group. James shares his expertise on integrating marketing with business objectives, leveraging technology for measurable outcomes, the importance of crisis communication and the need for authentic engagement in a global business environment.
In this episode, Dom Hawes chats with James Gatoff, Group Chief Marketing and Communications Officer of Lombard International Group, about the complexities of marketing in highly regulated, multi-jurisdictional environments. James shares his journey from finance to marketing and discusses the strategic use of technology, cultural nuances, and the importance of a commercial focus in marketing communications.
James provides practical...
In this second part of our discussion with Blair Enns, we explore the internal dynamics that influence agency-client relationships.
Host Dom Hawes and Blair continue to discuss balancing efficiency and innovation, focusing on how departmental goals can conflict with overarching business objectives.
They examine bounded rationality, the inefficiency principle, and the role of leadership in fostering a culture that supports both oper...
Today's episode of Unicorny tackles the complex dynamics between brand marketers and creative agencies, focusing on the dysfunctional commercial relationships that have emerged over recent years. Host Dom Hawes is joined by Blair Enns, founder of “Win Without Pitching”.
They explore how procurement practices and outdated commercial models hinder innovation and value creation. Blair offers insights into redefining these relationship...
Welcome back to Unicorny! In this episode, Dom Hawes continues his chat with Andrew Davies, a CMO and serial entrepreneur. Andrew shares his thoughts on how to integrate value-based pricing, the importance of packaging, methods for retaining customers in the competitive SaaS landscape, and the concept of thesis-driven marketing.
In this episode of Unicorny, host Dom Hawes speaks with Andrew Davies, Chief Marketing Officer at Paddle, about integrating entrepreneurial principles into marketing strategies. Andrew discusses the benefits of approaching marketing with the mindset of a startup founder, comparing the methodologies of venture capital and private equity, and stressing the importance of growth and innovation. He shares his journey from launching mult...
Welcome to part two of our myth-debunking session with Dale W. Harrison, where we explore the realities of demand creation in marketing.
Dale, a polymath with a broad view of business, explains why performance marketing is flawed and introduces the 95/5 rule, which outlines the natural buying cycles of customers.
Curious about why "demand creation" might be a ‘lie’ or a myth? In this episode, Dale W. Harrison challenges conventional marketing wisdom by arguing that demand cannot be created but only captured. We discuss real-world examples like the iPhone and the Apple Newton to illustrate the differences between capturing existing demand and the futility of trying to create it. You'll also hear about the importance of strategic branding and...
In this special episode of Unicorny, we're gearing up for B2B Ignite, the business marketing conference taking place on July 3rd at 133 Houndsditch in the City of London.
Dom Hawes, your host, talks to Richard O'Connor, CEO of B2B Marketing, about the Propolis Community Index and the key trends shaping business marketing.
We dive into insights on budget allocations, customer growth, and the evolving structure of marketing teams. Pl...
In this episode of Unicorny, Dom Hawes continues his conversation with Maya Price, SAP’s Global Head: Field Marketing Events Management. They discuss the balance between standardisation and customisation in field marketing, focusing on creating global consistency while maintaining local relevance.
Maya shares practical advice on optimising resources, the importance of continuous learning, and effective leadership strategies t...
Join Maya Price, SAP's global head of field marketing and event management, to take a peek behind the scenes of field marketing. Learn how she connects brands with customers, navigates the shift from regional to global roles, and strikes the perfect balance between local flair and global consistency.
Get ready for practical tips on crafting events that truly resonate, building trust within your team, and turning real-time cus...
Discover the keys to effective product positioning with April Dunford, one of the leading experts in the field.
In this episode, April reveals how to harness the power of internal knowledge to understand competition, customer needs, and the value of your offerings. Learn why traditional customer feedback can mislead and find out the right questions to ask for actionable insights.
In this episode of Unicorny, Dom Hawes speaks with April Dunford, a leading expert in B2B tech marketing and the author of "Obviously Awesome" and "Sales Pitch". They explore the complexities of effective product positioning.
April highlights typical pitfalls, such as the shortcomings of traditional positioning statements and the critical nature of understanding the knowledge gap between existing customers and new prospects. ...
In part two of Rachel Fairley's discussion with Duncan Daines, Head of Engagement at Gama Aviation, she explores the intricacies of growing market share and connecting marketing to business outcomes. Duncan shares his unique approach to achieving commercial success through strategic thinking and adaptable marketing strategies.
In this episode, Duncan Daines, Group Head of Engagement at Gama Aviation, shares his perspectives on aligning marketing strategies with commercial outcomes, the evolving role of agencies, and the importance of segmentation.
From his unique career spanning product design to high-stakes mergers and acquisitions, Duncan and guest host, Rachel Fairley, discuss what marketers need to drive true business growth.
In this episode of Unicorny, guest host Rachel Fairley and brand strategist Sarah Robb tackle the challenges of imposter syndrome in marketing and the confusion caused by jargon. They discuss practical ways to simplify language, improve cross-departmental communication, and build confidence among marketers. What’s the connection between jargon and imposter syndrome, and how can marketers regain control of their brand strategy?
In this episode of Unicorny, Rachel Fairley kicks Dom out of the studio to meet brand expert, Sarah Robb. Together, they discuss the essential elements of creating a brand that genuinely reflects its purpose.
Discover how aligning your brand’s purpose with business activities enhances authenticity and learn about the crucial role leadership plays in this process.
Are you struggling with marketing jargon and agency challenges? Sarah...
In this episode of Unicorny, Dom Hawes and marketing strategist Paul Worthington continue their examination of marketing's modern challenges. They tackle how to turn the overwhelming flood of data into a strategic advantage and discuss what it really takes to make an impact in the C-suite. Are you leveraging your data to its full potential? Let’s find out how you can sharpen your approach.
In this episode of Unicorny, Dom Hawes and guest Paul Worthington discuss whether marketing should be recognised as a formal profession or continue as a trade based on practical experience. They evaluate the potential impacts of standardising marketing practices—could it inhibit creativity and diminish competitive advantage?
In this episode of Unicorny, Dom Hawes continues the conversation with Géraldine Tenten, a seasoned IBM marketer, about uniting a company around the shared goal of creating happy customers.
They tackle the challenges of aligning sales and marketing, the power of cross-functional "diamond teams," and how digital transformation is reshaping B2B marketing. Can your organization truly put customers at the centre of everything it does?&...
The Podium: An NBC Olympic and Paralympic podcast. Join us for insider coverage during the intense competition at the 2024 Paris Olympic and Paralympic Games. In the run-up to the Opening Ceremony, we’ll bring you deep into the stories and events that have you know and those you'll be hard-pressed to forget.
In The Village will take you into the most exclusive areas of the 2024 Paris Olympic Games to explore the daily life of athletes, complete with all the funny, mundane and unexpected things you learn off the field of play. Join Elizabeth Beisel as she sits down with Olympians each day in Paris.
Listen to the latest news from the 2024 Olympics.
The 2024 Summer Olympics in Paris are here and have everyone talking. iHeartPodcasts is buzzing with content in honor of the 33rd Olympic Games and you can follow Paris Summer Games to stay up to date on all things Olympics. We’re bringing you episodes from a variety of iHeartPodcast shows to help you keep up with the action. Follow Paris Summer Games so you don’t miss any coverage of the 2024 Olympic Games, and if you like what you hear, be sure to follow each Podcast in the feed for more great content from iHeartPodcasts.
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