Unicorny

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 to building trust, fostering team collaboration, and addressing complex challenges in long sales cycles.

What you’ll learn:

• Why emotional intelligence matters in marketing leadership.
• The unique challenges of marketing in the government sector.
• How consistency builds trust and credibility over time.
• The role of technical expertise in creating effective teams.

Whether you're a marketing leader or just starting out, this episode offers practical takeaways to strengthen your skills and understanding.

Leo is engaged in the design, build, delivery, iterative development, and messaging of technology-related brands, products, and services. His experience stretches across consumer, enterprise, and government sectors for mature companies with dominant positions in established markets and startups with innovative technologies and products entering new markets.

Underling all the movement and effort is an ongoing study of human factors amidst the ambitions of teams, managers, businesses, and brands. Leo’s studies in languages, histories, and cultures complement his experience living, traveling, and working across Asia, USA, and Europe. He lives in the Pacific Northwest, believes everyone needs a Local, and is otherwise consumed by family, friends, and fun.

Full show notes: Unicorny.co.uk

Watch the episode: https://youtu.be/FvmvUPGVtfg

LinkedIn: Leo McCloskey | Rachel Fairley

Website: Echodyne

Sponsor: Selbey Anderson

Other items referenced in this episode:

Crossing the Chasm by Geoffrey Moore

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 proprietary segmentation models, learn how OakNorth balances sustainability, innovation, and entrepreneurial spirit.

What you'll learn:

• The concept of the "missing middle" in SME banking.
• How granular market segmentation enables targeted opportunities.
• Ways OakNorth ensures transparency and speed in lending decisions.
• Insights into OakNorth’s sustainability initiatives and climate risk management.

Valentina’s insights will inspire leaders to rethink traditional markets. Tune in and discover what makes OakNorth’s approach a blueprint for future growth.

Valentina is OakNorth’s Director of Growth and Communications. She's a self-professed FinTech nerd and a founding editorial board member of Influence Magazine, the CIPR’s quarterly member magazine.

Full show notes: Unicorny.co.uk

Watch the episode: https://youtu.be/axPqx90Suvw

LinkedIn: Valentina Kristensen | Dom Hawes

Website: OakNorth

Sponsor: Selbey Anderson

Other items referenced in this episode:

Collapse of Silicon Valley Bank

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 as a profit centre, challenges the common understanding of ROI, and touches on the digital shifts affecting modern business growth strategies.

What you'll learn:

• The importance of strategic thinking beyond day-to-day tactics.
• Why brand strategy often needs to function independently from marketing.
• How marketing's role must be perceived for sustainable business success.
• Examples of how companies have adopted new approaches based on discussions from the show.

Join us as we celebrate 100 episodes of The Unicorny Marketing Show!

Dom Hawes is the host of The Unicorny Marketing Show, where he shares insights and engages with industry leaders. Dom is the Group CEO of Selbey Anderson Group, helping businesses in complex markets win the future. With over 30 years in marketing, strategy, and M&A, Dom is passionate about creating and marketing new products, services, and events.

Dom is also a blogger, published author, and competitive rower, with interests in RevOps, data, insight, leadership, and management theory.

Dom is a Fellow of the Chartered Institute of Marketing.

Full show notes: Unicorny.co.uk

Watch the episode: https://youtu.be/bF6_G2IWsUo

LinkedIn: Rachel Fairley | Dom Hawes

Sponsor: Selbey Anderson

Other items referenced in this episode:

Geoffrey Moore: The Unicorny Marketing Show

The Gorilla Game by Geoffrey Moore

Matt Dixon: The Unicorny Marketing Show

April Dunford: The Unicorny Marketing Show

Ben M. Bensaou: The Unicorny Marketing Show

Nudge

Uncensored CMO

Michael Porter: The Unicorny Marketing Show

Sarah Robb: The Unicorny Marketing Show

Duncan Daines: The Unicorny Marketing Show

97. Marketing a business is everyone's business

41. Must win battles for marketers

Dale Harrison: The Unicorny Marketing Show

80. The Unicorny Marketing Manifesto: What marketing is

81. The Unicorny Manifesto: Why 'phony wars' kill credibility

Graham Wylie: The Unicorny Marketing Show

Dr. Carmen Simon: The Unicorny Marketing Show

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 market research often fails to capture true consumer motivations
• The role of emotions in decision-making
• Engaging narratives can significantly enhance brand communication

Listen in to rethink conventional strategies and explore deeper emotional connections with your audience.

For a chance to win a free copy of 'The Consumer Behaviour Book' by Anthony "Tas" Tasgal, simply click here and fill in the form with your answer to the question: 

'I like The Unicorny Marketing Show because…'

🍀Good luck!🍀

Tas is a man of many lanyards: trainer, author, TEDx speaker, brand/comms strategist and lecturer.

He is a Course Director for the Chartered Institute of Marketing, the Market Research Society, the Institute of Internal Communications, the Civil Service College and the Chartered Institute of Procurement and Supply.

He is a global speaker, did his first TEDx talk in Newcastle in November ’23, and regularly reviews the papers live on TalkTV.

He specialises in storytelling, behavioural economics, insightment, and as a lapsed Classicist he also indulges in etymology and Homer (not the yellow one).

He also runs The Guardian masterclass on “Harnessing the power of storytelling” and is a Brand Ambassador for Home Grown Club in London.

He works for clients as varied as the BBC, Nokia, Panasonic, The Royal Albert Hall, EE, Boehringer Ingelheim Animal Health, The Intellectual Property Office (UK Govt), ReLondon and the NHS.

He is the author of 5 books- the award-winning The Storytelling Book, [which has sold nearly 40,000 copies globally] The Inspiratorium , “InCitations” , The Storytelling Workbook and The Insight Book.

His sixth book- The Consumer Behaviour Book- was published in June 2024.

Full show notes: Unicorny.co.uk

Watch the episode: https://youtu.be/xdBqXQzEyKk

LinkedIn: Anthony Tasgal | Dom Hawes 

Books by Anthony Tasgal

Sponsor: Selbey Anderson 

Other items referenced in this episode

The Consumer Behaviour Book by Anthony Tasgal

Incognito by David Eagleman

Sum by David Eagleman

Phineas Gage

Passage of an Iron Rod Through the Head. 1848. John M. Harlow, M.D. The Journal of Neuropsychiatry and Clinical Neurosciences, 1999

Descartes’ Error by Antonio Damasio

The Big Short by Michael Lewis

Nudge by Richard Thaler and Cass Sunstein

Judgment under Uncertainty by Daniel Kahneman, Amos Tversky and Paul Slovic

Pratfall effect

Misbehaving by Richard Thaler

Thinking, Fast and Slow by Daniel Kahneman

Implicit-association test

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 to better long-term outcomes. 
• Balancing short-term demands with long-term goals is essential for success. 
• AI can enhance creativity by handling mundane tasks, not just speeding up processes. 
• Effective communication and transparency are crucial during periods of change and acquisition. 
• Building relationships and nurturing brands is as important as immediate results. 

Are you curious to know how ruthless prioritisation and patience might reshape your marketing strategy? Don't miss this episode!

With two decades of B2B tech marketing experience, Mark has worked with both global giants and innovative start-ups, including Atos, O2, Philips, and Telefónica. Currently, Mark serves as Marketing Director for CloudClevr, a next-generation Managed Services Provider formed from the merger of four leading communications and IT businesses. An advocate for Account-Based Marketing (ABM) strategies, Mark excels in driving alignment between sales and marketing teams, and ensuring marketing effort leads to sustainable and profitable growth. His expertise lies in his deep understanding of the tech and marketing landscape to craft strategies and drive his team to deliver results. Mark’s leadership is characterised by a commitment to innovation, strategic vision, and a relentless focus on achieving business outcomes.

Full show notes: Unicorny.co.uk

Watch online: https://youtu.be/pz-OAgtWXuY

LinkedIn: Mark Larwood | Dom Hawes 

Website: CloudClevr

Sponsor: Selbey Anderson 

Other items referenced in this episode:

Crazy frog

Michael E. Porter

What Is A KPI? Definition & Examples - Forbes

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 involve every team member in creating a consistent customer experience.

Key points:

• Marketing as a company-wide responsibility rather than a department function.
• The risks of inconsistent brand promises when marketing efforts are siloed.
• Leveraging market disruptions to drive change and opportunity.
• Engaging every stakeholder across the business for a unified marketing approach.

Listen now to learn how to break marketing out of its silo and drive growth across your organisation.

Is Graham the world's foremost authority on marketing in organisations going through change? Possibly ;)

With three decades in B2B marketing, across vastly different geographies and industries; Agency, VC, PE and Corporate environments, and always at an inflection point for the business, there is real depth and breadth to his experience. Combine that with a nerd-level curiosity about how marketing actually works, and why businesses struggle with go-to-market, you get a rare combination of cutting edge theory, innovative practice and real world pragmatism that delivers results.

As we recorded this podcast Graham was wrapping up a large corporate transformation and by the time you listen to it he will have started as Chief Marketing Officer for activpayroll.

Full show notes: Unicorny.co.uk

Watch episode: https://youtu.be/CNdB6sGzYJs

LinkedIn: Graham Wylie | Dom Hawes 

Website: activpayroll

Sponsor: Selbey Anderson 

Other items referenced in this episode: 

The Unicorny Marketing Show: April Dunford 

80. The Unicorny Marketing Manifesto: What marketing is 

The Hard Thing About Hard Things by Ben Horowitz 

Rory Sutherland 

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 issues their customers face. The conversation covers why businesses should be more direct, and how clear, impactful messaging can help brands stand out.

Key points:

• Peter Whent's "pool rules" for clear, customer-focused messaging.
• Avoiding jargon and using simple, direct communication.
• The importance of addressing customer needs over product features.
• Why bold and clear messaging is essential for differentiation.

Listen in for practical advice that will help you refresh your marketing and make it truly effective. 

Yesterday, Peter Whent built several businesses, making mistakes and learning along the way. Dealing with the establishment—investors, lawyers, the tax authorities, and others—helped him develop a healthy cynicism towards the phrase, "that's how it's always been done."

Today, Peter owns and runs a modestly celebrated creative coalition called BoldAF, where he challenges norms and breaks the rules to help brands uncover the big creative idea that will ignite their identity. Once he's found it, he transforms it into bold messaging that gives the brand personality and draws prospects in like the Pied Piper.

Full show notes: Unicorny.co.uk

Watch episode: https://youtu.be/vlAY0Kc55mE

LinkedIn: Peter Whent | Dom Hawes

Email: [email protected]

Website: Bold AF

Sponsor: Selbey Anderson 

Other items referenced in this episode:

The 22 Immutable Laws of Marketing by Al Ries and Jack Trout

Bold AF: Pool Rules

Bold AF: Brandwank Bingo

Dropbox Original MVP Explainer Video

Berkshire Hathaway INC.

Brand AF: Blog on Virgin Cola vs Fever Tree

Nike ad featuring Colin Kaepernick

Apple ad ‘Crush!’

Bumble’s apology for celibacy ad

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 processes and retains information, marketers can begin crafting content that truly sticks, helping brands stand out in today’s crowded digital space.

Key points:

• Why distinctiveness helps capture and keep audience attention.
• How emotions play a key role in enhancing memory retention.
• The practical application of neuroscience tools like EEGs and eye-tracking in content strategy.
• Defining your "10% message" to ensure you focus on what matters most to your audience.

Catch the full episode for more on how neuroscience can transform your marketing approach.

For a chance to win a free copy of 'Impossible to Ignore' by Carmen Simon, PhD, simply click here and fill in the form with your answer to the question: 

'I like The Unicorny Marketing Show because…'

🍀Good luck!🍀

Dr. Carmen Simon is a cognitive neuroscientist and Chief Science officer at Corporate Visions. She is also the founder of Enhancive, an agency that helps organizations use neuroscience to create content that impacts customers’ memory and decisions. Her most popular books on customers’ attention and memory are called Impossible to Ignore and Made You Look. She also teaches at Stanford University on topics related to creating content that is memorable and actionable. After all, what is the use of memory if people don’t do anything with it?

Full show notes: Unicorny.co.uk 

LinkedIn: Carmen Simon | Dom Hawes

Contact: [email protected]

Website: Enhancive

Sponsor: Selbey Anderson 

Other items referenced in this episode:

How Brand Grow by Byron Sharp

Thinking, Fast and Slow by Daniel Kahneman

The Ehrenberg-Bass Institute for Marketing Science

AML– Simple ideas for a complicated world

memorable.locals.com

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 examples from companies like Boeing and Nike, showing why this alignment is key to success.

Key points:

• Definition of culture and its impact on business success.

• The importance of aligning culture and strategy for growth.

• Leadership's influence on culture within an organisation.

Listen to discover how culture can become your organisation’s hidden advantage.

For a chance to win a free 'Fix Your Culture! This is How.' e-book by Jeppe Hansgaard and Unicorner Hilton Barbour, simply click here and fill in the form with your answer to the question: 

'Describe an action or a behaviour of a company that you have worked for that demonstrated the culture delivering the brand strategy.'

🍀Good luck!🍀

Hilton Barbour’s first love is marketing, which he believes is the growth engine of any organization. From crafting unique value propositions to nurturing distinctive brands (and even creating a few), he has international client and agency experience in driving growth, building loyal customers, and gaining market share. He has worked across both B2B and B2C sectors, leading global brands and feisty start-ups. This diverse exposure gives him a unique perspective on how to build and execute marketing strategies that deliver.

While marketing can drive growth, Hilton believes that only when employees are fully aligned and committed can an organization achieve real competitive advantage. Culture, he feels, is the fuel of creativity, ingenuity, and agility that enable a firm to truly win with partners and customers.

He fiercely believes in the combination of marketing and culture to differentiate—and win—in the marketplace.

Full show notes: Unicorny.co.uk 

Podcast video: https://youtu.be/yK9AZEdZcNM

LinkedIn: Hilton Barbour | Rachel Fairley

Website: HiltonBarbour.com

Sponsor: Selbey Anderson 

Other items referenced in this episode:

Procter & Gamble

Ogilvy & Mather

MacLaren

McCann

WPP

Robert Sutton

What You Do Is Who You Are: How to Create Your Business Culture by Ben Horowitz

A behind-the-scenes look at Boeing’s shifting leadership landscape — and its profound effects by Peter Robison, The Seattle Times

Nike Stock’s 11% Reversal Leads Retail Rout by Derek Saul, Forbes

Hilton Barbour: Culture Interviews

Amazon.com Acquires Zappos.com, Amazon Press Center

The collapse of Enron and the dark side of business by Lesley Curwen, BBC News

Rebrand Right: How to refresh your brand and marketing to grow your business by Rachel Fairley and Sarah Robb

Nokia: The rise and fall of a mobile giant By Dave Lee, BBC News

Hilton Barbour’s interview with Microsoft Canada’s Head of HR Cherise Mendoza

Hit Refresh by Satya Nadella, Greg Shaw and Jill Tracie Nichols

3M's 15% Culture | Cultivate & Pursue Your Innovative Ideas

The Legacy of Herb Kelleher, Cofounder of Southwest Airlines by Bill Taylor,

Harvard Business Review

Four Seasons Hotels & Resorts

Playing to Win by A.G. Lafley and Roger L. Martin 

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.

The episode also explores future trends in product marketing, including the impact of AI and how companies can foster creativity by giving employees more flexibility.

Key points:

• Side hustles as a tool for career growth and creativity.
• The rise of AI and machine learning in product marketing.
• Encouraging a creative mindset by balancing day jobs with passion projects.
• How external perspectives can fuel innovation in the workplace.

Get ready to explore how you can apply these future-focused ideas to your marketing strategies.

Leo is a product marketing specialist by day and fintech geek by night. Currently active in fintech marketing, his professional experience spans across multiple industries and countries. Besides marketing he also has a passion for startups, innovation and venture capital.

Full show notes: Unicorny.co.uk 

LinkedIn: Leonard Burger | Dom Hawes 

Website: Leonard Burger bio

Sponsor: Selbey Anderson 

Other items referenced in this episode:

Leda Glyptis PHD

Andrew Davies: The Unicorny Marketing Show

'Deeply sorry,' CrowdStrike boss apologises for global IT outage by Zoe Kleinman, BBC News

Utopia for Realists: And How We Can Get There by Rutger Bregman

Product Marketing Alliance

Introduction to part two

Dom welcomes listeners back for part two of the discussion with Leonard Burger, introducing product marketing’s relevance today and preparing for an exploration of its future.

The rise of side hustles

Dom and Leonard discuss the increasing popularity of side hustles among professionals, especially in the US, and how they can enhance career development.

Leonard’s personal experience with side hustles

Leonard shares his journey with equity crowdfunding and angel investing, highlighting how these ventures offer diverse experiences that enrich his day job as a product marketer.

Side hustles as a learning tool

Leonard explains how engaging in side projects can provide new perspectives and insights that improve one’s performance in their main career.

The broad benefits of side hustles

Dom summarises how side hustles build networks, foster new skills, and offer external cultural insights that executives can apply in their day-to-day roles.

The future of product marketing

The conversation shifts to future trends in product marketing, with Leonard pointing to AI and machine learning as key drivers of change in the next three to five years.

Cultural shifts and leadership mindsets

Dom and Leonard discuss how leadership must evolve to attract and engage young talent, emphasising the importance of fostering an entrepreneurial mindset within organisations.

Global product marketing and collaboration

Leonard explores the potential for European and UK companies to leverage lessons from Silicon Valley and work together to innovate in the field of product marketing.

Advice for aspiring product marketers

Leonard concludes with practical advice for those looking to enter product marketing, recommending resources such as the Product Marketing Alliance.