In this episode of The Unicorny Marketing Show, Jules Beriff, UK Marketing Director at ESET UK, reveals how businesses can build trust as a cornerstone for brand resilience. Jules explains why trust internally—within teams and leadership—and externally, with customers and partners, is crucial for navigating crises and driving sustainable growth. Wh…

In this episode of The Unicorny Marketing Show, host Dom sits down with Camilla Davison, CMO of ZF Aftermarket, to explore how B2B marketing can deliver meaningful customer value. Camilla shares her journey from consumer goods to the aftermarket industry, revealing key lessons about value creation, marketing leadership, and the challenges of balanc…

Lisa Quest, Partner, Head of UK&I, Co-Head of Government and Public Institutions - Europe at Oliver Wyman, joins The Unicorny Marketing Show to discuss how marketing can transform from a cost centre into a powerful growth driver. Drawing on her leadership experience, Lisa shares how aligning marketing strategies with leadership priorities and metri…

In this episode, Jazz Aujla, global head of digital marketing at Euromonitor International, shares her insights on aligning marketing efforts with customer needs. From her journey starting in research at Deloitte to a leader in digital marketing. Jazz breaks down why companies often underestimate their customers, the risks this poses, and how to av…

Short-term gains often tempt businesses to cut corners—but at what cost? Christine Alemany joins The Unicorny Podcast to discuss balancing immediate profit demands with building long-term trust and authenticity. From high-profile corporate missteps to cautionary tales like Boeing and WeWork, Christine reveals why credibility matters and how sustain…

Catherine Reed, Senior Marketing Director at SAP and PhD candidate in bias and AI for marketing, shares her expertise on using AI to enhance marketing strategies. Together with Dom Hawes, Catherine discusses the practical benefits of AI in customer scoring, its role in account-based marketing (ABM), and strategies to identify and manage bias in AI …

Happy New Year! As we step into 2025, it’s time to reflect on the lessons of the past year and gear up for the challenges and opportunities ahead. Rachel discusses her upcoming book, Rebrand Right, written with Sarah Robb, and its mission to empower marketer everywhere with the why and the how to drive business growth, making imposter syndrome so v…

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: Uni…

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 y…

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 brand…

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…

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 …

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 a…

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 mar…

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…

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 …

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 is…

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 process…

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 e…

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.…

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…

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 org…

In this episode of The Unicorny Marketing Show, Dom chats with Simon Carter, a marketing expert with a diverse background in industries such as financial services, utilities, and B2B. The conversation focuses on why marketing is often undervalued in organisations, touching on leadership, company culture, and the ongoing struggle for marketers to ha…

In Part 2 of our conversation with Clare Jones, CMO of System C, we explore the challenges of rebranding, maintaining brand integrity, and the strategic art of prioritising customers. Clare shares her experience of unifying multiple brands into one cohesive identity while staying true to core values. She also introduces her "rule of thirds" for cam…

In this episode of The Unicorny Marketing Show, Clare Jones, CMO of System C, challenges the common perceptions around demand generation, explores the changing dynamics of B2B buyer behaviour, and discusses the complexities of mergers and acquisitions. Clare highlights why marketing needs to be involved at every stage of the buyer's journey and mak…

In this continuation of the discussion with Professor Ben Bensaou from INSEAD Business School, Dom explores how organisations can build a robust framework for continuous improvement and creativity. Bensaou introduces the concept of the "innovating engine," explaining how companies can create a structured environment that encourages all employees to…

In this episode of The Unicorny Marketing Show, Professor Ben M. Bensaou of INSEAD Business School joins us to discuss how organisations can build a culture where innovation thrives. Bensaou shares real-world examples from companies like Starwood Hotels and Fiskars, showing how even established businesses can invigorate their innovation processes b…

In this episode, Dom Hawes continues his conversation with Dominic Rodgers, Head of Marketing at Frog Capital, focusing on how purpose is practically applied to scale businesses. Dominic discusses Frog Capital’s use of AI-driven toolkits and how engaging executives in content creation strengthens their impact. The episode also explores how these in…

In this episode of Unicorny, Dominic Rodgers, Head of Marketing at Frog Capital, shares how his company integrates purpose into every aspect of its investment strategy. Dominic reveals Frog's unique methodology for scaling businesses, emphasising the vital role of purpose in driving both growth and resilience. The discussion explores how aligning p…

In this episode of Unicorny, we continue our exploration of the intersection between marketing and entrepreneurship with Sandra Vollrath, a marketing operations leader turned yoga studio owner. Building on the insights from part one, we examine how Lean Six Sigma principles can help eliminate inefficiencies in marketing departments and why understa…

In this episode of Unicorny, we meet Sandra Vollrath, a seasoned B2B marketing strategist and yoga studio owner, to explore the intriguing parallels between marketing operations and entrepreneurship. Sandra shares her journey from leading global marketing systems at Bentley Systems to founding her own yoga studio, unravelling valuable lessons appli…

In this episode of Unicorny, Dom goes solo again and challenges the common perceptions of B2B marketing, stressing the need for a comprehensive understanding that goes beyond promotional activities. He examines the notion that B2B marketing is ineffective and advocates for a balanced approach that incorporates both traditional and modern marketing …

In a slight shake-up from the usual, Dom goes solo and tackles the challenge of defining marketing and its significance within businesses today. Drawing from over 80 podcast episodes and his own experiences, Dom outlines a manifesto for modern marketing. He urges marketers to rethink their definitions and approaches, stressing the need for a unifie…

In this episode of Unicorny, Dom Hawes continues his conversation with Steven Millman about the transformative potential of AI and quantum computing. They focus on the evolution from artificial general intelligence (AGI) to artificial superintelligence, its implications for marketing, and the ethical considerations surrounding these advancements. T…

Discover the future of marketing with Dom Hawes and guest Steven Millman as they discuss the implications of quantum computing and advanced AI. Learn how these technologies will transform creative development, hyper-personalization, and real-time data processing, impacting the marketing industry profoundly. Here are some of the key points you can e…

Welcome back to Unicorny! In this episode, host Dom Hawes continues his discussion with psychologist Simon Hartley, focusing on how to reignite enthusiasm in marketing teams. Building on the PEAR framework discussed in part one, Simon provides practical advice on creating a motivating work environment. They also explore Simon's book "Two Lengths of…

In this episode of Unicorny, host Dom Hawes addresses the troubling issue of job satisfaction among marketers. With the help of Simon Hartley, an esteemed author and sports psychologist, they explore why only half of marketers enjoy their work. Simon provides practical advice on enhancing team motivation and personal job fulfilment using his PEAR f…

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 fo…

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 i…

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…

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 in…

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. Understanding the i…

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 stressi…

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. Understand the 95/5 rule and its im…

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…

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 b…

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 resource…

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 …

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…

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…