Unicorny

Episode Description

This week on Unicorny, Dom is joined by co-host Shane Redding, owner of B2B Digital Marketing Consultancy Think Direct, to interview Nick Eades about how the role of Chief Revenue Officer (CRO) is beginning to challenge the work & value of the Chief Marketing Officer (CMO).

In their chat, Nick tracks how the CRO has invaded the CMO’s space. The team discuss why companies need to refocus on existing customers, the three V’s of a sales pipeline (volume, velocity and value) and why you shouldn’t be afraid of raising price.

Later on in the show, you also hear Shane and Nick explain why marketing needs to make friends with sales and why companies in growth mode die of indigestion; not starvation.

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

Shane Redding is an independent consultant, speaker and trainer with over 35 year’s international business to business direct & digital marketing experience. Shane currently uses her skills and knowledge to help global businesses transform their marketing by re-evaluating their people, processes and technology to better meet the challenges of our changing world.

Whether it is building new skills, redefining lead processes, or understanding your new buyer journeys, or helping choose, use and implement martech; Shane always looks to make a difference by delivering positive commercial impact.

About the Guest

Nick Eades is a Board-level leader, who has spent the last 25+ years working for companies who need to drive profitable growth and create sustainable value through world-class, systematic, Go-To-Market processes. Previously, Nick has worked for global companies, such as IBM and Dell, before switching his focus to the world of private equity, and venture-backed, businesses, primarily in the FinTech and HealthTech sectors.

These days he spends his time across a portfolio of B2B businesses, working with their investors, Boards and Executive teams, to help them achieve their potential.

Nick is also ambassador for Propolis: a ground-breaking, members-only online intelligence platform and community, for world-class professional development.

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

https://selbeyanderson.com/

http://www.thinkdirect.biz/

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

Propolis (https://www.b2bmarketing.net/en-gb/about-propolis-membership)

TLAs (Three Letter Abbreviations)

CRO: Chief Revenue Officer

CMO: Chief Marketing Officer

MQL and SQL: Marketing Qualified Leads and Sales Qualified Leads

CRM: Customer Relationship Management

CPD: Customer Data Platform

GTM: Go To Market

Other References

Four Ps: Product, Price, Place, Promotion

Three Vs: Volume, Velocity, Value

Three Cs: Costs, Competitors, Customers

Episode description:

This week on Unicorny, Dom is joined by co-host Adam Greener from Digital Radish, to interview John Watton, VP of marketing for VMware. Today’s big topic is how to scale a B2B tech business.

In the conversation, John explains what you need to think about when building an integrated revenue generation engine and they discuss first and third party data as the feeder for your engine.

The team also talks about the importance of place in marketing and what is happening in the talent market right now.

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.

About the host:

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.

About the guests:

John Watton is VP of marketing for VMware, an American cloud computing and virtualisation technology company. Previously John was senior director for Global Marketing at Adobe. He was director of global marketing for Expedia, he’s also worked for The Octopus Group and Microsoft.

John has been recognised for his marketing leadership with numerous awards including Gartner and 1to1’s ‘Marketing Optimisation’ Award, CRM Magazine’s ‘CRM Elite Award’ and Stevie's Customer Service and Sales ‘Best Demand Generation Campaign’ Award. John is also a regular speaker and blogger, and has been recognised in LinkedIn's Top 10 Most Engaged UK Marketers, was voted one of the UK's Top Online Marketing Influencers by TopRank and was B2B Marketing Magazine's Marketer of the Year.

Resources:

https://selbeyanderson.com/

https://www.vmware.com/uk.html

https://digitalradish.co.uk/

Episode description:

This week on Unicorny, Dom is joined by co-host Samantha Losey, Managing Director of Unity, to interview Jordan Gillott, YuLife’s Head of Demand Generation, and Lauren Berkemeyer, YuLife’s Chief Marketing Officer. This episode details how to build a data driven growth machine.

In the show, Jordan and Lauren go through how they designed their growth machine, how they use the model, the tech that supports it and the data it delivers to ensure relevance in their communication.

The team also discusses the double-edged sword of tracking and today’s guests explain why being agile is important if you want to thrive in the coming 12 months.

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.

About the host:

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.

About the guests:

Jordan Gillott is Head of Demand Generation for YuLife. Previously Jordan worked as Senior Manager of Global Marketing for LifeWorks Wellbeing Solutions and also worked as a Marketing Manager for Capita

Lauren Berkemeyer is Chief Marketing Officer for YuLife. Previously Lauren was Vice President of Marketing for LifeWorks and was Commercial Marketing Director for Future PLC.

Resources:

YuLife's Growth Machine graphic

https://selbeyanderson.com/

https://www.hellounity.com/

https://yulife.com/

Episode description:

This week on Unicorny, Dom is joined by co-host Sophy Norris, Group Client Development Director at Selbey Anderson to interview Nicky Davies. Nicky is Director of Marketing Programs and Operations for Protolabs - manufacturer source of rapid prototypes and on-demand production parts.

In the show, Dom asks Nicky how thought leadership is evolving and why it’s important. The team dives into the nuts and bolts of one of Protolabs’ Aerospace campaigns: how it was conceived, how they executed the campaign, when they expected a return on their investment, and what they actually got. Dom, Sophy and Nicky also discuss the value of repurposing content and how to optimise it.

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.

About the host:

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.

About the guest:

Nicky Davies is Director of Marketing Programs and Operations for Protolabs - the world’s fastest digital manufacturing source for rapid prototypes and on-demand production parts. Nicky Davies has nearly two decades experience within marketing. Previously Nicky worked as a Marketing Executive for Alcoa Fastening Systems and, for 8 years, worked as a Marketing Manager for Sysbal before joining Protolabs in 2015.

Resources:

https://selbeyanderson.com/

https://hellounity.com

https://www.protolabs.com/

Episode description:

On today’s episode of Unicorny, Dom is joined by co-host Chris Willocks, Strategy Director for Digital Radish, to interview Neil Berry - former Global Head of Deal and Account Based Marketing for ATOS, about the difficulties of scaling account based marketing.

In their conversation, the team ask Neil what enterprise’s biggest challenges are when scaling ABM and why failure is an important part of being a marketer. Neil explains why ATOS is changing its strategy to be more specialist - and how that’s helped their marketing team. Neil also outlines why one-to-few ABM is the perfect testbed for personalisation and the team debate whether ABM will exist in the future as a role.

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.

About the host:

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.

About the guest:

Neil Berry is a B2B Marketer with over 11 years of experience in Account-Based Marketing at some of the world’s leading tech companies. Beginning his career as a Database Analyst, he transitioned into marketing and has worked on both the client and agency sides of the industry. At the time of recording, Neil was Global Head of Deal and Account Based Marketing for ATOS - a global leader in digital transformation with 112,000 employees and annual revenue of c. € 11 billion. They are the European number one in cybersecurity, cloud and high performance computing and they are known universally for the effectiveness of their ABM activity. Currently, Neil is Consulting Director for Momentum ITSMA

Resources:

https://selbeyanderson.com/

https://digitalradish.co.uk/

https://www.linkedin.com/pulse/abm-challenges-4-thats-flyingits-failing-style-neil-berry/

https://www.spencerstuart.com/research-and-insight/cmo-tenure-study-women-outnumber-men-for-first-time-in-cmo-role

Episode description:

In today’s episode, Dom is joined by co-host Russ Powell, Managing Director of Sharper B2B Marketing, to interview an amazingly talented B2B marketer who excels at marketing technology and MOPs (among other things). When we recorded this podcast, Ruth was VP Marketing at business intelligence platform, Kalibrate. As we launch Ruth’s episode, we’re not privy to her next step, but we can say that whoever she works with is super lucky.

In our conversation, Ruth explains what MOPs is and the importance of time when establishing a strong system. Ruth shares the order in which Kalibrate’s system was built. The team also discuss the importance of a value exchange with gated content, and how the recession might actually be good for creativity.

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.

About the host:

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.

About the guest:

Ruth Connor is an independent marketing trainer and practising Marketing Director with more than 20 years’ experience in both B2B and B2C marketing. Ruth has held key roles in numerous organisations including: BUPA, Legal & General, Westfield Health and Consumer Intelligence during her career and has significant experience of B2B brand development, digital and content marketing, and integrated campaign planning and delivery. She has also developed and taken to market-leading products and led award-winning Internal Comms and PR campaigns.

Resources:

https://selbeyanderson.com/

https://sharperb2b.com/

Episode description:

On today episode of Unicorny, Dom is joined by co-host Adam Greener, Associate Director of Digital Radish, to interview  - a global marketing leader from travel tech titan Amadeus - about strategy & value propositions. In the episode, Dom asks Barbara why your company needs a value proposition and what a great one looks like. Barbara also details what insight metrics they use when building their own value props. The team also seeks to end the age old debate between brand and performance marketing.

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.

About the host:

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. 

About the guest:

Barbara Moreno specialises in translating complex technology into strong value propositions and profitable marketing campaigns: from vision all the way to tangible marketing deliverables that produce strong results. Barbara is a strategic thinker with more than 20 years in marketing.  Having lived in Toronto, Madrid and Doha, she now lives in London, where she leads the product marketing team of a strategic business line which is transforming how travel is being sold enhancing the retailing experience.

https://selbeyanderson.com/

https://amadeus.com/en

https://digitalradish.co.uk/

Episode description:

This week on the podcast, Dom is joined by co-host Sarah Nunneley, and guest Duarte Garrido - Standard Chartered Bank’s global head of social media - to explore how social media drives relationships.

In their conversation, they discuss how modern marketing departments should be structured, Duarte explains why he thinks social media is changing the very nature of capitalism, the team analyse why Gen-Zer’s are buying values over products.

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.

About the host:

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. 

About the guest:

Duarte Garrido is the current Global Head of Social Media and Cross-Channel Activation for Standard Chartered Bank. Duarte previously worked as a journalist for Reuters and Sky News. He then became Deputy Head of Global Social Media for Philip Morris when the company decided to stop selling cigarettes and become science and technology, smoke-free business. In two he grew Philip Morris social media channels exponentially and would work for Coca Cola HBC as Group Head of Social Media and Handprint as a Corporate Advisor before before joining Standard Chartered Bank.

Resources:

https://selbeyanderson.com/

2022 was a weird year for many businesses. As Christmas approaches things have got tougher, so in the special episode, I meet with marketing supremos Shane Redding and Nick Eades to discuss where the business of marketing is today. 

This short podcast contains five thought, provoking ideas for marketers to think about over the Christmas break.