Unicorny

This episode might just blow your mind. It's all about the future of marketing and how AI is going to revolutionise conversion rate optimisation (CRO).

In the conversation, host Selbey Anderson's Dom Hawes meets Julian Thorne, Chief Operating Officer of Sub(x), an AI-enabled CRO business. Julian shares his journey in subscription marketing and how he became a Chief Commercial Officer in the UK's best-known publishing companies.

Julian then introduces Sub(x), a start-up that uses AI and first-party data to deliver personalised messages on client websites. Dom and Julian discuss the evolution of marketing, the limitations of traditional split testing, and the accessibility of AI in CRO for smaller businesses.

Julian emphasises the importance of AI in optimising conversion rates and delivering the right offers to the right people. He also highlights the integration of AI into existing marketing tools and the need for transparency and explainability in AI decision-making.

Julian Thorne is the Chief Operations Officer of Sub(x), a marketing technology provider that uses AI automation to drive revenue, growth and customer acquisition for digital subscription businesses.

Prior to joining Sub(x) Julian was the Chief Customer Officer of Future plc responsible for all direct customer revenues worldwide including subscription revenues. Julian has previously held various senior executive positions including, CCO of Dennis Publishing, CEO of Dovetail Services and Marketing Director at Saga. Julian also founded The Big Wheel Consultancy which specialised in providing marketing consultancy and data insight services to businesses seeking to maximise their membership and/or subscription revenues.

He is a Fellow of the Institute of Direct and Digital Marketing.

Full show notes: Unicorny.co.uk

LinkedIn: Julian Thorne | Dom Hawes

Websites: Sub(x) | Selbey Anderson

00:00:03 - Introduction to Conversion Rate Optimisation (CRO)

00:01:31 - Julian Thorne's Background in Subscriptions

00:02:21 - Introduction to Sub(x)

00:03:18 - Julian's Learning Journey and the Evolution of Marketing

00:05:59 - The Evolution of Split Testing and the Role of AI

00:13:18 - Understanding AI and Data Points

00:14:31 - Importance of Data Sets and Audience Size

00:15:18 - Transitioning from A/B Testing to AI

00:16:41 - Transparency in AI Decision-Making

00:19:21 - Optimising Marketing Budgets with AI

00:27:45 - Exploring Price Elasticity

00:29:39 - Democratising AI for Smaller Businesses

00:31:33 - Strengthening the Marketing-Finance Relationship

00:33:59 - Focusing on Value Creation

00:37:32 - Wrapping up with a Focus on Value Creation

This is the second half of an extraordinary dive into value innovation, or what INSEAD professors Chan Kim and Renée Maugborgne call Blue Ocean Strategy.

In this part of our incredible interview with JetBlue Airline’s General Manager Europe, Maja Gedosev. Together, we explore the amazing ascent of JetBlue through the Place, Promotion element of the Marketing Mix.

JetBlue has carved out a unique positioning as New York’s domestic airline. Its strategy and marketing was so flawless, it’s been studied by all the best business schools.

Now, JetBlue’s story continues to unfold as the challenger airline tackles the transatlantic trade. It’s a path others have tried but failed to sew up. JetBlue has taken a totally different approach to other challenger airlines. It has succeeded in offering better value and a differentiated offering – hallmarks of value innovation.

Full show notes: Unicorny.co.uk

LinkedIn: Maja Gedosev | Dom Hawes

Websites: JetBlue | Selbey Anderson

00:01:31 - Capitalizing on New York heritage

00:03:45 - Using partners to raise awareness

00:04:49 - Promotional mix and PR

00:08:06 - Social media and sponsorship

00:14:14 - The Power of Honesty

00:15:07 - Thinking Outside the Box

00:16:17 - Multi-Channel Distribution

00:17:14 - Investing in Relationships

00:19:39 - Collaboration and Cooperation

00:28:16 - Reimagining Value

00:28:43 - Starting Strategy with Customers

00:29:09 - Blue Ocean Thinkers

00:29:30 - Analyzing Buyer Utility

00:30:04 - Importance of Buyer Utility

This is a show all about value innovation, or what INSEAD professors Chan Kim and Renée Maugborgne call Blue Ocean Strategy.

You’re about to hear an incredible interview with Jet Blue Airline’s General Manager Europe, Maja Gedosev. Together, we explore the amazing ascent of JetBlue through the Product, Price, Place, Promotion lens of the Marketing Mix.

JetBlue has carved out a unique positioning as New York’s domestic airline. Its strategy and marketing was so flawless, it’s been studied by all the best business schools.

Now, JetBlue’s story continues to unfold as the challenger airline tackles the transatlantic trade. It’s a path others have tried but failed to sew up. JetBlue has taken a totally different approach to other challenger airlines. It has succeeded in offering better value and a differentiated offering – hallmarks of value innovation. You might want to get a pen and paper before pressing play. Just sayin’.

Maja Gedosev is the General Manager Europe for JetBlue Airways, responsible for sales, marketing, communications, government and regulatory affairs.

Based in the UK, Maja was instrumental in the successful launch of the JetBlue’s first ever transatlantic flights between New York and London Heathrow in August 2021 and New York and Gatwick Airport in September 2021.

In summer 2022, Maja supported further JetBlue growth across the Atlantic with daily flights launching between Boston and both London Gatwick and Heathrow airports.  These were followed by additional daily flight between New York and London Gatwick in October 2022, taking JetBlue to a total of 5 daily flights across the Atlantic.  Maja has also now launched Paris to New York flights (June 2023) and Amsterdam to New York and Boston flights (August and September 2023 respectively). 

Maja joined JetBlue from a U.K. regional carrier Flybe where she was Director of Communications, responsible for government affairs, consumer PR, sponsorships and brand building.

Prior to moving to the U.K, Maja was the General Manager Commercial and Corporate Affairs at Air Seychelles and before that Head of Corporate Affairs for Air Serbia, both airlines part of the Etihad aviation Group.  Her aviation career started as a ground handling agent for Lufthansa. Outside the industry she has also worked in a range of pharmaceutical and financial consulting roles.

Maja is very active in diversity efforts and is a member of the Women in Aviation Charter initiative, frequently speaking to young girls about pursuing careers in aviation.

Maja is a proud mom of two daughters, Mia (18) and Sofija (14).  She has two Westies called Jet and Blu and is a passionate runner.

Full show notes: Unicorny.co.uk

LinkedIn: Maja Gedosev | Dom Hawes

Websites: JetBlue | Selbey Anderson

00:01:14 - Achieving Price Leadership and Differentiation

00:04:34 - JetBlue's Organizational Culture

00:06:25 - JetBlue's Desire to Disrupt

00:14:16 - The Power of Passion and Opportunity

00:16:14 - Staying Connected and Entertained

00:18:11 - Innovation in Economy Class

00:19:52 - Expanding to International Destinations

00:21:19 - Landing Heathrow During COVID

00:23:32 - Value Leadership and Price

00:29:15 - Low Cost vs. Low Fair Value Carrier

00:29:47 - Partnering with Like-minded Businesses

This is a podcast about AI, specifically large language model AI. Before you switch off, I know there is already a lot of content on the Internet about artificial intelligence, particularly large language models.  So you might ask yourself ‘why do we need even more?’ Here's why.  

Marketers appear to be taking polar approaches when it comes to generative AI.  On one side, you've got those who are saying AI is the future and will make all marketers redundant. On the other you've got those saying AI has no place in marketing because it’s an art, not science.  

It may be boring, but as is so often the case, the truth is neither black nor white. The truth is in the grey zones. And that’s what we explore in this episode. 

Executive, Award-Winning Researcher/Data Scientist, Innovator, Inventor & Coffee Snob. Throughout my career I have had a focus on quantitative/statistical analysis, survey design, research design, AI/ML, and other applied research techniques.

I am presently serving as Global Head of Research and Data Science at Dynata, the world's sixth largest market research company where I lead a team of over 100 researchers and data scientists.

I am 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.

Full show notes: Unicorny.co.uk (related podcasts etc)

LinkedIn: Steven Millman | Dom Hawes

Websites: Dynata | Selbey Anderson | Advertising Research Foundation

00:01:50 - Definition of Generative AI and Large Language Models

00:03:52 - Democratisation of AI

00:06:04 - Impact of AI on Marketing and Market Research

00:09:59 - Guardrails and Breaking Them

00:14:05 - Impact of Personalised Ad

00:15:01 - AI-generated Ads

00:18:02 - Bias in AI Systems

00:19:25 - Risks of Generative AI

00:23:35 - Limitations of Synthetic Panels

00:27:31 - Overcoming Writer's Block with AI

00:29:18 - Benefits of AI for Survey Research

00:31:09 - Ethical Considerations of AI

00:34:42 - Best Practices for AI Implementation

00:38:58 - Collaboration and Coordination in AI Use

00:40:54 - Importance of Paying Attention to Laws

This week, we're talking to Peter Russell-Smith about the evolving role of marketers, particularly in sustaining growth. We talk about the relationship between the CFO and the CMO, we get stuck into a bit of theory with the ANSOFF matrix when we discuss market share, but first, we continue talking about marketing's role in due diligence. 

This is part two of Value Creation the Private Equity Way with straight-talking, no-nonsense Peter Russell-Smith, veteran sales and marketing leader, B2B SaaS PE-backed CEO and now management consultant.

Peter has decades experience in the global technology sector. He started out implementing process control systems engineer, progressed through various senior sales roles to eventually running P&L's for Private Equity investors in Asia, US and UK ranging in size from £25M-£400m. With a strong belief that sales fixes a multitude of problems Peter leads Big Business Agency focusing on Sales growth and expansion for its clients. A passionate catch and release fly fisherman Peter also enjoys trying to cook and swimming.

Full show notes: Unicorny.co.uk

LinkedIn: Peter Russell-Smith | Dom Hawes

Websites: Big Business Agency | Selbey Anderson

Related episodes:

• Marketing Trek: Marketing’s Role in Recession with Peter Russell-Smith

Other items referenced in this episode:

• Ansoff matrix

02:42 How to use a due-diligence approach to learn about competitor weakness

05:54 Marketing is growing in complexity

07:07 Main value driver refresher

08:52 CMOs and CFOs should work together

12:52 Where's the focus? New customers or retention?

14:18 Minimum Viable Products and customer feedback

16:38 Keeping focus is the key

21:05 Leads must be measured by conversion not quantity

Times are tough and marketers need to lead the way in creating value for their businesses because marketing is the value creation engine of any business.

While others argue about the various merits of brand versus performance marketing (as though there are no other options), Unicorny’s editorial team looks at what lessons marketers can learn from the best value creators in the business world, the private equity houses.

To do that, we interviewed straight-talking, no-nonsense Peter Russell-Smith, veteran sales and marketing leader, B2B SaaS PE-backed CEO and now management consultant.

Peter has decades experience in the global technology sector. He started out implementing process control systems engineer, progressed through various senior sales roles to eventually running P&L's for Private Equity investors in Asia, US and UK ranging in size from £25M-£400m. With a strong belief that sales fixes a multitude of problems Peter leads Big Business Agency focusing on Sales growth and expansion for its clients. A passionate catch and release fly fisherman Peter also enjoys trying to cook and swimming.

Full show notes: Unicorny.co.uk

LinkedIn: Peter Russell-Smith | Dom Hawes

Websites: Big Business Agency | Selbey Anderson

Related episodes:

• Marketing Trek: Marketing’s Role in Recession with Peter Russell-Smith

Other items referenced in this episode:

• Ansoff matrix

00:00:51 - Private Equity and Business Lifecycle

00:03:26 - Private Equity Playbooks

00:05:28 - Marketing's Role in Value Creation

00:09:40 - Applying Private Equity Principles

00:13:26 - The Importance of Systems and Processes

00:14:37 - The Need for a Sales and Marketing Playbook

00:16:10 - Support Activities for Growth at Scale

00:17:48 - Marketing's Role in Acquisitions

00:18:58 - Due Diligence and Customer Relationships

Join Simon Hildrey, Liontrust’s dynamic CMO and Jeff Watt as we tackle the branding conundrum in the demanding world of asset management. An ex-journalist, Simon speaks with amazing clarity and passion about how strategic and a distinctive brand identity has helped Liontrust win hearts and minds.

To some, marketing in highly regulated industries in a compelling and value adding way seems like mission impossible. The regulation, legislation and intermediation inherent in the financial services industry makes the task tough? Or does it?

• Could approaching financial products as consumer goods rather than B2B services, revolutionise the marketing approach?
• By including the marketing department in all major decisions, can it be an integral part of a company’s success?
• And how about redefining the role of marketeers altogether and view them as part of the sales team rather than an adjunct of the executive structure?

Join us to find out.

When it comes to asset management marketing, few names pop up as prominently as Simon Hildrey. His leadership at Lion Trust for the past 14 years has shaped a unique marketing strategy that successfully communicates a consistent brand narrative. From managing communication channels in a highly-regulated environment, to driving initiatives promoting both investments and individuals, he's done it all. With a background in journalism, Simon understands the intricacies of messaging and how essential its tone is to a brand's image.

LinkedIn

Simon Hildrey | Jeff Watt | Dom Hawes

Websites

Unicorny | Liontrust | Greentarget | Selbey Anderson | Marketing Difference

Episode Description

This week, Dom is joined by Russ Powell, MD at Sharper B2B Marketing and Don Campbell, Head of Alliance and Partner Marketing a Endava to talk about using partnership and alliances to scale.

The core of today's conversation is about how Endava is using partnerships and alliances to scale and win the future.

If you operate in complex markets and you're struggling to gain traction or establish meaningful market share, this episode just might be the answer to you winning the future.

In just over 30 minutes, this episode explores what makes a good partnership, looks at MDF funds and explains how to balance multiple partner relationships.

About The Guest

Don Campbell is a senior marketing leader, who has spent the last 20 years creating,

fostering, and driving forward companies’ marcomm plans. Starting out as an insurance broker, he swiftly moved into a marketing role at Aon.

Don’s career has taken him across several industries (Insurance, Education, Tech), it has almost always been in a tech marketing capacity.

As the Head of Alliance and Partner marketing for Endava, Don’s mission is to amplify the brand, build awareness and delivery pipeline results. All too aware of how marketing can be perceived,

Don’s mission has always been to bring marketing to the decision-making table, designing programmes that leveraging digital marketing, ABM and automation to drive pipeline.

About The Hosts

Dominic Hawes is CEO of Selbey Anderson, the marketing group that helps businesses operating in complex markets win the future.

He's been in the marketing business for over 25 years and has worked in agency, in-house and in early stage VC. He is a strategy specialist and an experienced M&A practitioner in small cap transactions.

Dom started his professional career after six years as a commissioned officer in the British Army and 18 months as an analysts assistant at a well known management consultancy.

Russ Powell is Founder/MD of Sharper B2B Marketing and a B2B tech marketing heavy-weight with 15+ years’ experience (most of which is on the client side) of delivering the Fresh Ideas & Firepower B2B brands need.

He’s also a kids football coach, very mediocre golfer, and a former stand-up comic. Which probably explains a lot.

About Selbey Anderson

Selbey Anderson is one of the UK’s fastest growing marketing groups. Its agencies operate globally to help businesses in complex markets win the future. With deep sector expertise in financial services, tech, pharma, biotech and industry, Selbey Anderson's clients are united by the complexity of marketing in regulated, heavily legislated or intermediated markets.

Resources:

Don Campbell’s LinkedIn:

https://www.linkedin.com/in/donalcampbell/?originalSubdomain=uk

Endava website:

http://www.endava.com

Dom Hawes Linkedin:

https://www.linkedin.com/in/dominichawes/

Selbey Anderson Website:

https://selbeyanderson.com/

Russ Powell’s Linkedin:

https://www.linkedin.com/in/russ-a-r-powell/

Sharper B2B Website:

http://www.sharperb2b.com

In this episode, host Dom Hawes meets Joel Harrison, and Georgina Gilmore and they discuss the role of marketing in mergers and acquisitions. They highlight the importance of involving marketing early in the process, as marketing can add value from the very beginning, especially in understanding human behaviour and instincts. 

They also emphasize the importance of communication and alignment with employees and customers during mergers and acquisitions, as poor communication can lead to a loss of talent and customer base.  

The team explores current market conditions and the need for marketing to focus on existing customers for retention, renewal, and upsell. They suggest keeping brands visible during uncertain times and taking risks to be innovative and creative. 

Georgina Gilmore is an award winning, accomplished B2B marketer, with over 30 years’ experience working for some of the world’s leading brands, such as Apple, Kodak, Cisco, Vodafone, Kaspersky and Centrica Business Solutions. From creating and launching brands and technologies that are now considered part of our everyday life, such as home computers, laptops, digital cameras, Wi-fi, security, mobile data and email, through to building and leading high performing teams across the world, Georgina’s career is second to none. Now, Georgina runs her own marketing consultancy, ‘The B2B Marketing Expert’, working with B2B technology organisations to grow their businesses as well as providing coaching and career development for future B2B marketers. She’s also an avid supporter of B2B Marketing and works with them as the strategy specialist for Propolis.

Joel Harrison is Editor-in-Chief and co-founder of B2B Marketing, and Community Leader for Propolis, the exclusive community intelligence platform for B2B marketers. Propolis's mission is to enable practitioners to learn, collaborate and succeed, and help them ensure marketing evolves as the key growth driver for their organisations. Joel is also a regular speaker, panel host and serial podcast guest. He has spoken at inhouse marketing team meetings for the likes of O2, EY, Fujitsu, PWC, Experian, HPE, Thomson Reuters, Barnett Waddingham, Accenture, Oliver Wyman, Syngenta Autodesk and Domino Printing. Joel launched B2B Marketing as a magazine back in 2004, and continues to play a key role in B2B Marketing's market-leading events programme, which includes Ignite UK and US, The B2B Marketing Awards, The Global ABM Conference and Martechopia.

Dominic Hawes is CEO of Selbey Anderson. He's been in the marketing business for over 25 years having started his professional career after six years in the British Army. He spent his early career in agency before moving in-house and into general management.

Selbey Anderson is one of the UK’s fastest growing marketing groups. Its agencies operate globally to help businesses in complex markets win the future. With deep sector expertise in financial services, tech, pharma, biotech and industry, Selbey Anderson's clients are united by the complexity of marketing in regulated, heavily legislated or intermediated markets

https://selbeyanderson.com/

Georgina’s LinkedIn:

https://www.linkedin.com/in/georginagilmoretheb2bmarketingexpert/?originalSubdomain=uk

Georgina's website and Blog:

https://theb2bmarketingexpert.com/blog/f/stop-talking-marketing-start-talking-business

Joel's Linkedin:

https://www.linkedin.com/in/joelharrison/?originalSubdomain=uk

Propolis website:

https://www.b2bmarketing.net/en-gb/propolis-homepage

Episode Description

This week on Unicorny, Dom is joined by co-host Ian Henderson to interview Mark Evans,

ex-Managing Director of Marketing & Digital at Direct Line. Mark also co-hosts a top marketing podcast with Ritchie Mehta (links below).

In the conversation, the team deep dive into the background behind the iconic Winston Wolf advertising campaign that revitalised Direct Line. Dom, Ian and Mark discuss transactional trust vs. relational trust when it comes to customer acquisition. Mark explains his ‘choose your future philosophy’, the joy of pitching, and also gives his take on why they wanted to move on from the Winston Wolf campaigns while they were still popular.

CONTROVERSIAL! While other industry pundits are telling us that ads don’t wear out and need more time to wear in, here’s a marketing leader who broke the rules and reaped reward.

About The Host

Dominic Hawes is CEO of Selbey Anderson, the marketing group that helps businesses operating in complex markets win the future.

He's been in the marketing business for over 25 years and has worked in agency, in-house and in early stage VC. He is a strategy specialist and an experienced M&A practitioner in small cap transactions.

Dom started his professional career after six years as a commissioned officer in the British Army and 18 months as an analysts assistant at a well known management consultancy.

About the Co-Host

Ian Henderson is an experienced creative director, marketing consultant and agency leader specialising in connecting complex organisations with their audiences.

A strong understanding of the business, finance and corporate space together with a broad background in advertising, brand consulting and design give Ian a channel-neutral start point for simple, effective ideas that work across bought, earned and owned media.

He has a proven track record as agency CEO as well as creative director, having transformed business performance and created a new agency from scratch in challenging market conditions. He now leads AML, a London-based agency winning business and creative awards for global finance, tech, charity and government.

Ian is also an articulate broadcaster and published writer, delivering clear opinions and insights on business, marketing and travel for TV, radio and professional media.

About the Guest

Mark is an executive level marketer and experienced non-executive director across listed, public and charity sectors.

In his last exec role at Direct Line Group (DLG) Mark was Managing Director for Marketing & Digital. Mark was a long-standing member of ExCo, driving the strategic direction of the business, including IPO, rebrand, agile transformation and digitisation, and navigation through the COVID-19 crisis. Mark also sat on the Board of DLG Legal Services. Prior to DLG Mark worked at HSBC, 118118 and Mars in a broad range of Marketing and commercial roles.

Outside of DLG Mark is NED for the Marketing Society, Independent Advisor to HMRC, Chair of the School of Marketing, INED for Emma3D – a tech scale-up, and co-host of the "The Places We'll Go" podcast. He also founded a charity event - the Sprintathon - in 2016 which seeks to #beatcancerfaster and has raised £850k to date for Stand Up To Cancer.

Mark is a Fellow of the Marketing Society and of the Marketing Academy, and was recognised as the Marketing Society Leader of the Year in 2018.

About Selbey Anderson

Selbey Anderson is one of the UK’s fastest growing marketing groups. Its agencies operate globally to help businesses in complex markets win the future. With deep sector expertise in financial services, tech, pharma, biotech and industry, Selbey Anderson's clients are united by the complexity of marketing in regulated, heavily legislated or intermediated markets.

Resources:

The advertisements

Direct Line YouTube channel: https://youtube.com/@DirectLine

Companies

https://selbeyanderson.com/

https://aml-group.com/

LinkedIn

Dom Hawes: https://www.linkedin.com/in/dominichawes

Mark Evans: https://www.linkedin.com/in/mark-evans-39b7b41

Ian Henderson: https://www.linkedin.com/in/iannhenderson

The Places We’ll Go Marketing Show

Mark Evans and Ritchie Mehta’s Podcast: :https://podcasts.apple.com/gb/podcast/the-places-well-go-marketing-show/id1536877345