By Dom Hawes
The podcast currently has 105 episodes available.
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 campaign planning—emphasising the importance of balancing groundwork, execution, and follow-up for maximum impact. What is covered:
Listen for practical insights on rebranding, customer prioritisation, and effective campaign strategies in this second part of our conversation with Clare Jones.
About Clare JonesClare has a long history in B2B marketing, developing strategies to build brands and drive growth for software businesses.
Clare thrives on delivering results-driven integrated demand generation programmes with clear goals and outcomes, which have been recognised with industry awards. Clare has successfully executed on brand strategy which incorporates acquisitions as part of an overall growth strategy.
A passionate marketeer, Clare recognises the contribution every member of the team can make and enjoys creating high performing teams. And of course, have a little fun along the way.
LinksFull show notes: Unicorny.co.uk
LinkedIn: Clare Jones | Dom Hawes
Website: System C
Sponsor: Selbey Anderson
Other items referenced in this episode:
Gartner
Géraldine Tenten's Unicorny episodes
Chapter summariesIntroduction and recap of Part 1
Dom Hawes begins Part 2 by summarising the key topics covered in the previous episode, setting the stage for a deeper exploration of rebranding and customer prioritisation.
The challenges of rebranding and maintaining integrity
Clare discusses the complexities of merging multiple brands into one, the importance of preserving brand equity, and the internal process of aligning the company’s values with its external brand identity.
Why brand values matter and how to live them
Clare emphasises the need for authenticity in brand values, sharing her approach to embedding these values across the organisation and ensuring they resonate with both employees and customers.
Building internal buy-in during rebranding
Clare talks about the importance of securing buy-in from key stakeholders during the rebranding process. She shares strategies for involving senior leadership and employees early on to ensure the brand reflects the company’s true identity.
Stack ranking and customer prioritisation and the ‘rule of three’
Clare explains her method for prioritising customers through stack ranking, focusing on those most likely to engage while ensuring others are nurtured appropriately. Clare introduces her "rule of thirds" approach to campaign planning: dedicating equal time to groundwork, execution, and follow-up to maximise effectiveness.
Time to value as a KPI
The discussion turns to the concept of “time to value” as a key performance indicator, highlighting its role in building trust and delivering measurable benefits to customers.
Final thoughts and key takeaways
Dom wraps up the episode by summarising the main insights from the discussion, underscoring the importance of authenticity, strategic prioritisation, and effective campaign management in modern marketing.
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 makes a strong case for its importance at the board level. You’ll gain insights on how marketing can influence M&A processes and why collaboration between sales and marketing is crucial.
Listen in to hear Clare’s advice on navigating these challenges in today’s business environment.
About Clare JonesClare has a long history in B2B marketing, developing strategies to build brands and drive growth for software businesses.
Clare thrives on delivering results-driven integrated demand generation programmes with clear goals and outcomes, which have been recognised with industry awards. Clare has successfully executed on brand strategy which incorporates acquisitions as part of an overall growth strategy.
A passionate marketeer, Clare recognises the contribution every member of the team can make and enjoys creating high performing teams. And of course, have a little fun along the way.
LinksFull show notes: Unicorny.co.uk
LinkedIn: Clare Jones | Dom Hawes
Website: System C
Sponsor: Selbey Anderson
Other items referenced in this episode:
Dale Harrison’s Unicorny episodes
Sarah Robb’s Unicorny episodes
CVC
Chapter summariesIntroduction to Clare Jones and demand generation
Dom introduces the episode, outlining the focus on demand generation and its importance in modern marketing. He introduces Clare Jones' expertise and sets the stage for an in-depth discussion on the topic.
The relationship between demand generation and brand building
Clare discusses the need for a balanced approach to marketing, where demand generation and brand equity work together. She critiques the industry’s use of jargon and advocates for a more straightforward, integrated strategy.
The impact of the pandemic on buyer behaviours
Clare shares insights from her MBA dissertation on how the pandemic altered buyer behaviours. She highlights the growing role of digital channels and the increasing influence of millennials in B2B decisions.
Rethinking the role of sales in marketing
A discussion on whether sales should be considered a part of marketing. Clare argues for closer integration, highlighting the ongoing role of marketing in customer advocacy and relationship management.
The challenges of long B2B sales cycles
Dom and Clare explore the difficulties of lengthy B2B sales cycles, the need to understand decision-making units, and the importance of collaboration between sales and marketing.
Managing mergers and acquisitions with agility
Clare discusses the importance of understanding market volatility and the role of marketing in navigating mergers and acquisitions. She shares strategies for ensuring successful integration of acquired companies.
The strategic role of marketing in M&A
The conversation focuses on the tactical and strategic implications of M&A for marketing. Clare emphasises the importance of early involvement in the M&A process to align with business goals.
Challenges in merging brands and cultures
Clare explores the complexities involved in merging brands and cultures during acquisitions. She highlights the importance of a research-driven approach to brand integration and the need to handle cultural differences with care to avoid disruption.
Handling brand equity and emotional attachment in acquisitions
A deeper discussion on the emotional aspects of brand equity when acquiring founder-led companies. Clare talks about the importance of respecting the legacy of the acquired brand while making data-driven decisions for the future.
The delicate process of post-acquisition integration
Clare addresses the critical early stages of post-acquisition integration, where the acquired company is most fragile. She discusses the risks involved and the need for constant communication to ensure a smooth transition.
Dom’s end bit
The episode concludes with Dom summarising the key points discussed. Dom highlights the importance of early marketing involvement in M&A processes, the need for careful brand and cultural integration, and how marketing can drive value in complex business environments.
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 contribute new ideas while balancing these efforts with the demands of day-to-day operations.
This discussion provides practical advice for those looking to create a more dynamic and forward-thinking environment in their organisation.
About Ben M. BensaouBen M. Bensaou is Professor of Technology Management and Professor of Asian Business and Comparative Management at INSEAD, Fontainebleau, France. He served as the INSEAD Dean of Executive Education from 2018 to 2020. He was a Visiting Associate Professor at the Harvard Business School for 1998-1999, a Senior Fellow at the Wharton School of Management for 2007-2008 and a Visiting Scholar at the Haas School of Business at UC Berkeley for 2013-2015. He was also a Visiting Professor at Kobe University for 2021-2022.
Bensaou is a leading expert on Innovation and how to build, maintain, and enhance a company’s collective innovating capabilities. He was nominated for the 2023 Thinkers50 Innovation Award and his book Built to Innovate: Essential Practices to Wire Innovation into Your Company’s DNA (2021, McGraw-Hill) was selected as one of the Thinkers50 Top 10 Management Books for 2022. Bensaou explains in detail his systematic approach. It defines specific innovative practices and roles for employees at each level of the organization, offers tools and a process methodology for innovating, and presents a host of vivid case studies that illustrate the dramatic benefits possible.
LinksFull show notes: Unicorny.co.uk
LinkedIn: Ben M. Bensaou | Dom Hawes
Website: benbensaou.com
Sponsor: Selbey Anderson
Other items referenced in this episode:
Built to Innovate by Ben M. Bensaou with Karl Weber
Basotect,
BASF
Fostering Employee Innovation at a 150-Year-Old Company by Monika Lessl, Henning Trill, and Julian Birkinshaw, Harvard Business Review
Chapter summariesIntroduction to part 2
Dom Hawes briefly recaps the first part and shifts focus to applying the concepts of continuous improvement within organisations, moving from idea generation to structured processes.
The innovating engine approach
Ben Bensaou introduces the "innovating engine," a framework that allows organisations to foster creativity while maintaining daily operations. He discusses how this approach can be established and sustained across different organisational levels.
Maintaining balance between creativity and daily tasks
Bensaou explains the need for a balance between ongoing tasks and the pursuit of new ideas. He highlights how companies can allocate time and resources to ensure that both are managed effectively.
Middle managers: A key role
The discussion turns to the often underappreciated role of middle managers, who are essential in linking ideas from frontline employees with leadership. Bensaou stresses their importance in ensuring that good ideas are supported and brought to life.
Lessons from BASF and Bayer
Bensaou shares insights from BASF and Bayer, showing how these companies have created structured approaches to managing new ideas. He describes initiatives like Bayer’s "We Solve" platform that encourage employees to contribute solutions across the organisation.
Success through collaboration platforms
The conversation explores the effectiveness of collaborative platforms like Bayer’s "We Solve," where employees from various departments can offer solutions, leading to successful new products and processes.
Marketing’s role in fostering creativity
Dom reflects on the unique position of marketers, who are closely aligned with customer needs and problems, making them well-suited to drive creative efforts within their organisations. He discusses how aligning marketing with innovation can lead to greater customer satisfaction and business success.
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 by involving everyone, not just the experts.
• Understand how to foster innovation across your entire organisation.
• Learn the significance of considering non-customers in your innovation strategy.
• Discover ways to manage and sustain innovation beyond just the R&D teams.
Don’t miss out on this valuable discussion that could transform your approach to innovation in business.
About Ben M. BensaouBen M. Bensaou is Professor of Technology Management and Professor of Asian Business and Comparative Management at INSEAD, Fontainebleau, France. He served as the INSEAD Dean of Executive Education from 2018 to 2020. He was a Visiting Associate Professor at the Harvard Business School for 1998-1999, a Senior Fellow at the Wharton School of Management for 2007-2008 and a Visiting Scholar at the Haas School of Business at UC Berkeley for 2013-2015. He was also a Visiting Professor at Kobe University for 2021-2022.
Bensaou is a leading expert on Innovation and how to build, maintain, and enhance a company’s collective innovating capabilities. He was nominated for the 2023 Thinkers50 Innovation Award and his book Built to Innovate: Essential Practices to Wire Innovation into Your Company’s DNA (2021, McGraw-Hill) was selected as one of the Thinkers50 Top 10 Management Books for 2022. Bensaou explains in detail his systematic approach. It defines specific innovative practices and roles for employees at each level of the organization, offers tools and a process methodology for innovating, and presents a host of vivid case studies that illustrate the dramatic benefits possible.
LinksFull show notes: Unicorny.co.uk
LinkedIn: Ben M. Bensaou | Dom Hawes
Website: benbensaou.com
Sponsor: Selbey Anderson
Other items referenced in this episode:
Built to Innovate by Ben M.
Bensaou with Karl Weber
Fiskars
How gamers with disabilities helped design the new Xbox Adaptive Controller’s elegantly accessible packaging by Deborah Bach, Microsoft
Blue Ocean Strategy by W. Chan Kim and Renée A. Mauborgne
Unicorny episodes Maja Gedosev from JetBlue Airways
Joyce King Thomas' VCU Brandcenter graduation speech May 2019
Chapter summariesThe state of creativity in business
Dom Hawes explores whether short-term thinking and remote work are stifling creativity in business. He introduces the episode’s focus on reigniting innovation with insights from Professor Ben Bensaou.
Meeting Professor Ben Bensaou
Professor Ben Bensaou shares his background and his work in helping organisations enhance their ability to innovate. He introduces his approach to transforming traditional companies into leaders in innovation.
Insights from Starwood Hotels
Bensaou discusses a case study involving Starwood Hotels, where 700 frontline managers participated in an innovation exercise in Paris. The result was a significant number of new ideas, highlighting the value of engaging all employees in the innovation process.
Fiskars: Building on a legacy
The conversation turns to Fiskars, a 400-year-old company that systematically entered new markets through a disciplined approach to innovation. Bensaou explains how understanding customer journeys led to the creation of award-winning products like the Waterwheel.
Rethinking innovation myths
Bensaou challenges common beliefs about innovation, stressing that it’s not just for a select few, doesn’t always require major breakthroughs, and shouldn’t be confined to specific departments. He advocates for a more inclusive approach to innovation within organisations.
Structuring innovation efforts
Dom and Ben discuss how to effectively manage innovation within organisations. Ben introduces the concept of encouraging innovation across the entire company, and shares practical advice on how to achieve this.
The importance of non-customers
Ben introduces the idea of non-customers and how focusing on them can lead to valuable innovation opportunities. He provides examples from companies like Nintendo and Philips to illustrate the potential of this approach.
Philips: Shifting focus to unlock opportunities
Ben Bensaou explains how Philips successfully pivoted their sales strategy for a new mercury-free lamp by targeting CFOs and sustainability teams instead of traditional purchasing departments. This shift highlights the value of engaging with non-traditional stakeholders to drive innovation in B2B settings.
Keeping the flow of new ideas
The episode concludes with Ben’s advice on how to consistently generate and manage new ideas. He highlights the importance of looking for innovation opportunities in all areas of business and fostering a culture that supports this.
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 innovative methods create a unique competitive advantage for purpose-driven companies.
Discover how these methods can enhance your business for sustained success.
LinksFull show notes: Unicorny.co.uk
LinkedIn: Dominic Rodgers | Dom Hawes
Website: Frog Capital
Sponsor: Selbey Anderson
Other items referenced in this episode:
Frog Capital: How to Scale up resources
Frog Capital: How to Scale.ai
Geoffrey Moore’s Unicorny episodes
Ben Bensaou
The Long and the Short of it by Les Binet, Peter Field
Thinking, Fast and Slow by Daniel Kahneman
Ehrenberg-Bass Institute
95:5 rule
Chapter summariesIntroduction to purpose-driven growth
Dom Hawes kicks off the episode by introducing the focus on how purpose-driven businesses can achieve sustainable growth. He sets the stage for a deep dive into Frog Capital's unique approach.
Frog Capital's AI-driven toolkits
Dominic Rodgers introduces the AI-driven toolkits developed by Frog Capital, which are designed to help businesses scale. These toolkits are made publicly accessible, aligning with Frog's purpose of supporting broader business growth.
Innovation through open access
Dominic discusses the innovative decision to make their toolkits available to the public, highlighting how this approach not only serves their portfolio but also acts as a magnet for the right types of companies.
The Godfather strategy: Giving to get
Dominic introduces the "Godfather Strategy", where businesses add value by sharing their resources and knowledge openly, creating a halo effect that strengthens their brand.
Co-creation with operating partners
Dominic explains how Frog Capital co-creates content and toolkits with their operating partners, ensuring that the resources are practical and address the most pressing challenges faced by their portfolio companies.
Building a virtuous cycle in marketing
The conversation shifts to how CMOs can build a virtuous cycle by engaging other executives in the content creation process, leading to more relevant and impactful marketing efforts.
Balancing brand and performance
Dominic shares his approach to balancing brand building with performance marketing, emphasising the importance of reputation and long-term brand awareness in driving sustainable growth.
Purpose as a proxy for brand
Dom and Dominic explore the idea that purpose can serve as a proxy for brand in the boardroom, helping marketers communicate the value of their work more effectively.
The role of purpose in B2B marketing
The discussion concludes with a focus on how purpose can be a powerful tool in B2B marketing, driving both emotional engagement and long-term business success.
Dom’s end bit
Dom wraps up the episode by reflecting on the key insights shared by Dominic Rodgers, emphasising the critical role of purpose in driving both business growth and meaningful marketing.
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 purpose with business strategy creates a sustainable and competitive advantage.
Listen to this episode to discover how integrating purpose into your business strategy can lead to sustainable growth and resilience.
About Dominic RodgersDominic Rodgers has worked with businesses ranging from start-ups to large corporations, as well as on the agency side, gaining a wide range of sales and marketing experience across industries such as publishing, technology, arts & culture, and financial services.
In 2008, Dominic helped start Raconteur, the publisher and content marketing agency, where they produced special reports for The Times newspaper. During that time, he predominantly focused on tech topics like Software as a Service, Virtualisation, and Cloud Computing, making his work with Frog, who specialize in investing in these technologies and growing businesses that have reshaped numerous industries, a natural progression.
He joined Frog in 2019 and now leads Marketing and Communications. Dominic particularly enjoys building Frog’s library of Scale-Up podcasts and toolkits called How to Scale, as it embodies Frog’s mission to assist businesses in the Scale-Up phase. Frog’s team of Operating Partners and Senior Partners have encountered many of the challenges software leaders face as they scale their startups, and creating meaningful content to help others overcome these challenges is highly rewarding for him.
LinksFull show notes: Unicorny.co.uk
LinkedIn: Dominic Rodgers | Dom Hawes
Website: Frog Capital
Sponsor: Selbey Anderson
Other items referenced in this episode:
70. How entrepreneurs create value
71. Thesis-Driven Marketing: you heard it here first
Frog Capital: Scale-Up Methodology graphic
Frog Capital: How to Scale up resources
IMP
framework
Clue
Modulr
Evotix
Chapter summariesIntroduction to Dominic Rodgers and Frog Capital
Dom Hawes introduces Dominic Rodgers, Head of Marketing at Frog Capital, highlighting Frog’s unique position between private equity and venture capital. The episode teases a deep dive into how Frog makes purpose pay.
Frog Capital's scale-up methodology
Dominic Rodgers explains Frog Capital’s methodology for supporting scale-ups, focusing on the day-to-day execution, medium-term planning, and long-term sustainability. He discusses the challenges scale-ups face and how Frog's structured approach helps overcome them.
Role of operating partners in scaling businesses
Dominic Rodgers describes the crucial role of operating partners at Frog Capital, who work closely with portfolio companies to execute growth strategies. The discussion highlights how trust and partnership are key to Frog’s investment approach.
Leveraging toolkits for business growth
The conversation shifts to the practical tools and resources Frog Capital provides, including downloadable templates and toolkits that help businesses implement strategies effectively. Dominic Rodgers emphasises the importance of practical value over mere communication.
Integrating purpose with business strategy
Dominic Rodgers delves into the significance of purpose in Frog Capital’s investment strategy, explaining how purpose-driven businesses are more resilient and better positioned for long-term success. Examples of portfolio companies are discussed to illustrate this alignment.
Purpose as a competitive advantage
Dominic Rodgers and Dom explore how purpose can serve as a competitive advantage in the market. They discuss the symbiotic relationship between purpose and business growth, with purpose acting as a strategic anchor.
Conclusion: The true meaning of purpose
Dom Hawes reflects on the conversation, cautioning against inflating a company’s purpose beyond its natural scope. He emphasises the importance of an authentic purpose that aligns with the company’s core business, setting the stage for sustainable success.
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 understanding your customer’s challenges is crucial, whether you're running a yoga studio or leading a global marketing team.
This episode is packed with practical advice for marketers aiming to elevate their strategic impact.
• Learn how Lean Six Sigma can improve your marketing operations.
• Understand why focusing on customer needs is essential for success in both B2B and B2C.
• Identify and address inefficiencies in your marketing processes.
Looking to refine your marketing strategy? This episode offers actionable insights that can help you streamline operations and drive results.
About Sandra VollrathSandra Vollrath is an accomplished marketing professional and entrepreneur with over 25 years of experience. Currently, she is the Director of Consulting (Marketing Operations & Strategy) at Intermedia Global (IMG), where she delivers major marketing operations projects with a team of marketing operations and process consultants.
In 2019, Sandra founded Unwind Yoga Studio in Maidenhead, Berkshire, which is a profitable and thriving business even through challenges like the pandemic, economic disruptions and market fluctuations.
Sandra's career includes significant roles at Bentley Systems Inc., where she excelled in product marketing and global campaign management. She led B2B marketing campaigns for Bentley's flagship product MicroStation, and implemented innovative marketing systems that enhanced operational efficiencies for a global team of 150 colleagues, supporting Bentley Systems' revenue growth.
Sandra is venturing into angel investment, focusing on female-led sustainable businesses, and aims to use her marketing expertise to create value for these ventures. She believes that marketing needs to be a strategic business function, supporting business objectives by creating value and increasing profits, whether in a B2B or B2C, SMB or enterprise environment.
Sandra's commitment to excellence and passion for leveraging marketing to drive business success make her a standout in her field.
LinksFull show notes: Unicorny.co.uk
LinkedIn: Sandra Vollrath | Dom Hawes
Website: img
Sponsor: Selbey Anderson
Other items referenced in this episode:
Six Sigma
B2B Ignite
Guest host Rachel Fairley
Rebrand Right by Rachel Fairley and Sarah Robb
Chapter summariesThe holiday mood continues
Dom Hawes introduces the continuation of the holiday-themed episode, reflecting on Sandra Vollrath's journey from B2B marketing to yoga studio ownership and the valuable lessons we can draw from it.
Lean Six Sigma in marketing operations
Sandra discusses the application of Lean Six Sigma in marketing, focusing on the seven areas of waste commonly found in marketing departments and how eliminating these inefficiencies can lead to better outcomes.
Managing brand risk
Dom and Sandra explore the concept of brand risk, discussing the challenges of maintaining consistent messaging and the importance of having solid brand guidelines or “brand recipes” to avoid common pitfalls.
Unnecessary meetings and waiting for approval
Sandra and Dom go over the common issues of unnecessary meetings and the delays caused by waiting for approvals. They discuss how these inefficiencies waste time and resources and explore ways to reduce these challenges, emphasizing the need for clear processes and the potential benefits of service level agreements (SLAs).
The benefits of a side hustle
Sandra emphasizes the value of running a side hustle, sharing how it provides real-world experience that can enhance your effectiveness in a larger corporate role, especially in understanding customer needs and refining product offerings.
Balancing strategic thinking with well-being
Sandra advises marketers on the importance of maintaining balance through movement and stillness, and how this approach can also enhance strategic thinking and overall effectiveness in their professional roles.
The power of customer insight
The discussion shifts to the critical importance of understanding your customers’ challenges and how regularly engaging with them can lead to more effective marketing strategies and better business results.
Cross-functional collaboration for better insights
Dom and Sandra discuss the benefits of cross-functional collaboration, particularly how insights from finance and other departments can provide a more holistic view that enhances marketing strategy.
Dom’s end bit
The episode concludes with a reflection on the similarities between marketing and entrepreneurship, advocating for a mindset that treats marketing departments as entrepreneurial ventures, focused on taking the business successfully to market.
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 applicable to both small businesses and large enterprises.
This episode sheds light on the importance of knowing your customer, mastering your product, and the often-overlooked significance of marketing operations. Join us as Sandra's insights challenge conventional marketing approaches and inspire new ways of thinking.
• Understand the true role of marketing operations and why it’s more than just technology.
• Learn how entrepreneurship can offer fresh perspectives on B2B marketing.
• Discover the significance of knowing your customer and product inside out.
Tune in to hear Sandra Vollrath’s unique blend of B2B expertise and entrepreneurial spirit.
About Sandra VollrathSandra Vollrath is an accomplished marketing professional and entrepreneur with over 25 years of experience. Currently, she is the Director of Consulting (Marketing Operations & Strategy) at Intermedia Global (IMG), where she delivers major marketing operations projects with a team of marketing operations and process consultants.
In 2019, Sandra founded Unwind Yoga Studio in Maidenhead, Berkshire, which is a profitable and thriving business even through challenges like the pandemic, economic disruptions and market fluctuations.
Sandra's career includes significant roles at Bentley Systems Inc., where she excelled in product marketing and global campaign management. She led B2B marketing campaigns for Bentley's flagship product MicroStation, and implemented innovative marketing systems that enhanced operational efficiencies for a global team of 150 colleagues, supporting Bentley Systems' revenue growth.
Sandra is venturing into angel investment, focusing on female-led sustainable businesses, and aims to use her marketing expertise to create value for these ventures. She believes that marketing needs to be a strategic business function, supporting business objectives by creating value and increasing profits, whether in a B2B or B2C, SMB or enterprise environment.
Sandra's commitment to excellence and passion for leveraging marketing to drive business success make her a standout in her field.
LinksFull show notes: Unicorny.co.uk
LinkedIn: Sandra Vollrath | Dom Hawes
Website: img
Sponsor: Selbey Anderson
Other items referenced in this episode:
76. Everything gone PEAR shaped? Here's why that’s a good thing
77. The secret sauce to marketers' mojo?
Bentley systems
Unwind yoga studio
7. Perfecting Value Propositions with Barbara Moreno
Chapter summariesDom’s beginning bit
Dom Hawes introduces the episode, setting a relaxed, holiday tone as he welcomes Sandra Vollrath, a B2B marketing strategist and yoga studio owner.
Sandra’s Unconventional Career Path
Sandra discusses her unconventional journey from education to information systems, eventually leading to a significant role in B2B marketing at Bentley Systems.
The Evolution of E-Marketing at Bentley Systems
Sandra shares her experience in developing Bentley Systems’ e-marketing department from scratch, highlighting the rapid evolution of digital marketing.
The Complexity of Marketing Technology
Sandra delves into the challenges of managing extensive marketing technology stacks and the importance of understanding marketing operations beyond just tech.
Transition to Entrepreneurship: Starting a Yoga Studio
Sandra recounts her bold decision to leave Bentley Systems and start her own yoga studio, emphasizing the application of marketing principles in a B2C environment.
Key Lessons from Running a Small Business
Sandra highlights the importance of customer understanding, product knowledge, and consistent branding—lessons she applies from her yoga studio to B2B marketing.
The Intersection of Marketing and Entrepreneurship
Dom and Sandra discuss the parallels between marketing and entrepreneurship, advocating for a return to basics—knowing your customer and product thoroughly.
Dom’s end bit
Dom summarises the episode, highlighting the importance of knowing your product and customer.
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 theories. Dom critiques the polarisation in marketing debates and highlights the necessity of nuanced, practical strategies for real-world success.
Can we redefine our approach to B2B marketing for better results? Tune in to find out!
LinksLinkedIn: Dom Hawes
Website: Unicorny.co.uk
Sponsor: Selbey Anderson
Related Unicorny episodes:
80. The Unicorny Marketing Manifesto: What marketing is
Other items referenced in this episode:
74. Breaking boundaries by bootstrapping broadcast
Uncensored CMO, B2B brand building in the era of AI with Jon Lombardo and Peter Weinberg
This is the B2B century, and marketers will be the ones to lead it by Peter Weinberg & Jon Lombardo, MarketingWeek
Segmentation, Targeting and Positioning (STP)
64. Perfect positioning: April Dunford's playbook for success
Marketing Management, Global Edition Paperback – International Edition, 24 Nov. 2021
"The market-based assets theory of brand competition", B.Sharp, J.Dawes, K.Victory, Journal of Retailing and Consumer Services, Volume 76
How Brands Grow: What Marketers Don't Know by Byron Sharp
How Brands Grow Part 2 by Jenni Romaniuk, Bryon Sharp
It’s time we admit marketing jargon is holding the profession back by Johnny Corbett, MarketingWeek
77. The secret sauce to marketers' mojo?
AML group are shortlisted for an IPA award
Chapter summariesIntroduction and recap of the last episode
Dom Hawes sets the stage by revisiting key points from the last episode, emphasizing the importance of understanding marketing as a comprehensive discipline that impacts overall business success.
Addressing misconceptions in B2B marketing
Dom responds to the claim that B2B marketing is ineffective, highlighting the successful practices of B2B marketers and questioning the basis of such criticisms.
The importance of marketing in business success
Dom presents statistics and insights to demonstrate the significant role of B2B in the global economy and argues against the notion that B2B marketing is failing.
The dangers of polarisation in marketing debates
Dom critiques the polarisation in marketing discussions, drawing parallels with political and cultural divisions, and advocates for a balanced, nuanced perspective.
Differentiation vs. distinctiveness
An analysis of the ongoing debate between differentiation and distinctiveness in marketing, exploring the historical and theoretical underpinnings of both approaches.
Practical applications of marketing theories
Dom discusses how both differentiation and distinctiveness can be applied in real-world scenarios, stressing the importance of context and flexibility in choosing the right strategy.
The role of marketers in business
Dom underscores the simple yet crucial role of marketers in driving business success by focusing on customer satisfaction and effective market engagement.
Conclusion: Embracing a balanced approach
Dom concludes with a call for marketers to embrace a balanced approach, integrating various marketing theories and practices to best serve their unique business contexts.
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 unified understanding to enhance their roles' credibility and effectiveness. This episode covers:
Listen in to hear the Unicorny Manifesto for the future of marketing in business.
LinksLinkedIn: Dom Hawes
Website: Unicorny.co.uk
Sponsor: Selbey Anderson
Related Unicorny episodes:
60. Cut the Jargon: Simplifying brand strategy for better results
61. Unlock the secret to beating imposter syndrome in branding
Other items referenced in this episode:
The Propolis Community Index
Asos reduces reliance on promotions as ‘transformation’ continues by Niamh Carroll, MarketingWeek
Airbnb CMO on ditching performance marketing for big, bold brand campaigns by Kendra Barnett, MarketingWeek
68. The truth about demand creation? It’s a lie.
Definition of Marketing by The Chartered Institute of Marketing
Definition of Marketing by the American Marketing Association
56. How to change KPI chaos into customer bliss
Marketing Land by The Proper Marketing Club
Mini MBA by Mark Ritson
62. Segmentation secrets: precision marketing in niche markets
63. Market share masterclass: blending organic growth and M&A
LinkedIn responses to ‘Define Marketing’:
Definition number one:
“Marketing is the activities of a business intended to create awareness of a company's product or services, cultivate authority in their niche and convert that recognition into purchase intent and commercial conversations.”
Definition number two:
“Marketing is gaining trust, showing value and guiding the decision to invest.”
Definition number three:
“Marketing is how you prepare for future, sustainable, growth. Sales is by nature short sighted, Marketing is strategic.”
Definition number four:
“Marketing is understanding, positively engaging, and aiding customers.”
Definition number five – it’s a short one:
“Marketing is generating demand.”
Definition number six:
“Marketing is the commercialisation and exploitation of innovation that answers a defined customer need.”
Chapter summariesIntroduction to the marketing conundrum
Dom Hawes begins by questioning the current understanding of marketing and its implications within businesses. He shares his findings from asking marketing professionals to define marketing, highlighting the lack of consensus and its consequences.
The problem with diverse definitions
Dom discusses the issues arising from marketers not having a unified definition of marketing. He explains how this inconsistency leads to a lack of respect and understanding from other business functions.
Misconceptions and jargon in marketing
Exploring the common misconceptions and jargon that plague the marketing profession, Dom emphasizes the need for clarity and simplicity. He critiques the overuse of digital marketing tools and the misinterpretation of marketing's role as merely a lead generation function.
The flawed metrics and ROI obsession
Dom critiques the prevalent focus on marketing-qualified leads (MQLs) and ROI as primary metrics. He explains how these metrics can mislead and narrow the scope of marketing's true impact, advocating for a broader perspective.
The four P's and beyond
Highlighting the traditional four P's (Product, Price, Place, Promotion), Dom underscores their relevance and the importance of integrating them into a cohesive strategy. He critiques the modern tendency to focus excessively on promotion at the expense of other critical aspects.
Professional bodies' definitions
Dom shares definitions of marketing from professional bodies like the Chartered Institute of Marketing and the American Marketing Association. He evaluates their definitions and discusses their implications for a unified understanding of marketing.
The importance of language in marketing
Emphasising the significance of precise language, Dom argues for a clear, consistent definition of marketing. He discusses how varied interpretations can lead to misaligned expectations and efforts within businesses.
Redefining the marketing department
Dom proposes a redefinition of the marketing department, suggesting names like "promotional marketing department" to reflect its true function. He argues for a broader recognition of marketing's role across different departments.
Marketing as a practice and profession
Dom elaborates on marketing as a practice involving knowledge, processes, and techniques. He also discusses the roles of untitled marketers and the need to recognize their contributions within organizations.
Dom’s end bit
Wrapping up, Dom reiterates the need for a clear and unified definition of marketing. He calls for re-education and a shift in how marketing is perceived and executed within businesses, aiming
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