Unicorny

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.

Sandra 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.

Full 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

Dom’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.

• Understand marketing beyond promotions
• How marketing impacts business outcomes
• The debate between differentiation and distinctiveness
• The importance of balance and flexibility in marketing activities

Can we redefine our approach to B2B marketing for better results? Tune in to find out!

LinkedIn: 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

Introduction 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:

• Diverse definitions of marketing create confusion and distrust within businesses.
• The importance of having a clear, unified definition to boost marketing's credibility.
• The impact of jargon and misapplied metrics on the perception of marketing.
• Strategies for redefining and communicating the true purpose of marketing.

Listen in to hear the Unicorny Manifesto for the future of marketing in business.

LinkedIn: 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.” 

Introduction 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

In this episode of Unicorny, Dom Hawes continues his conversation with Steven Millman about the transformative potential of AI and quantum computing.

They focus on the evolution from artificial general intelligence (AGI) to artificial superintelligence, its implications for marketing, and the ethical considerations surrounding these advancements. The conversation sheds light on the rapid developments in AI, the potential for hyper-personalization, and the necessity for responsible innovation.

• Understanding the transition from AGI to superintelligence
• The impact of quantum computing on real-time data processing
• Ethical considerations and potential risks of advanced AI
• Future marketing strategies driven by AI capabilities
• The importance of maintaining trust and transparency with customers

Tune in to explore the future of AI in marketing and the profound changes it promises.

Executive, Award-Winning Researcher/Data Scientist, Innovator, Inventor & Coffee Snob. Throughout Steve's career he's had a focus on quantitative/statistical analysis, survey design, research design, AI/ML, and other applied research techniques. Steven is presently serving as Global Head of Research and Data Science at Dynata, the world's sixth largest market research company where he leads a team of over 100 researchers and data scientists. Steven is 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  

LinkedIn: Steven Millman | Dom Hawes  

Website: Dynata 

Sponsor: SelbeyAnderson  

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

• Potential of quantum computing to enhance AI capabilities and efficiency
• Influence of advanced AI on creative development and advertising
• Ethical considerations and responsibilities in using these powerful technologies
• Future of hyper-personalized marketing messages

Stay with us for more on how these innovations will reshape marketing.

Executive, Award-Winning Researcher/Data Scientist, Innovator, Inventor & Coffee Snob. Throughout Steve's career he's had a focus on quantitative/statistical analysis, survey design, research design, AI/ML, and other applied research techniques. Steven is presently serving as Global Head of Research and Data Science at Dynata, the world's sixth largest market research company where he leads a team of over 100 researchers and data scientists. Steven is 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  

LinkedIn: Steven Millman | Dom Hawes  

Website: Dynata 

Sponsor: SelbeyAnderson  

Welcome back to Unicorny! In this episode, host Dom Hawes continues his discussion with psychologist Simon Hartley, focusing on how to reignite enthusiasm in marketing teams. Building on the PEAR framework discussed in part one, Simon provides practical advice on creating a motivating work environment.

They also explore Simon's book "Two Lengths of the Pool," offering insights into focus and task simplification to boost performance. Learn how to tailor motivational strategies to fit your team and enhance overall job satisfaction.

• Learn practical steps to implement the PEAR framework.
• Understand the importance of focus and task simplification.
• Discover how to create a motivating environment tailored to your team.
• Gain insights into maintaining a balanced and motivated team.

Find out how to build a happier, more productive marketing team with actionable strategies.

Simon Hartley is a globally respected sport psychology consultant and performance coach. For over 25 years, Simon has worked with gold medallists, world record holders, world champions, top five world-ranked professional athletes, Olympians and championship winning teams.

Since 2011, Simon has published twelve books, including Stronger Together; How Great Teams Work, Peak Performance Every Time and Motivation is P.E.A.R. Shaped.

During the last 20 years, Simon has also applied the principles of sport psychology to business, education, healthcare and the charity sector. This has included projects with some of the world’s leading corporations and foremost executives. He is also an award winning international professional speaker, delivering keynotes throughout the world.

For more information on Simon, please visit www.be-world-class.com

Full show notes: Unicorny.co.uk 

LinkedIn: Simon Hartley | Dom Hawes 

Website: be worldclass

Sponsor: Selbey Anderson 

In this episode of Unicorny, host Dom Hawes addresses the troubling issue of job satisfaction among marketers. With the help of Simon Hartley, an esteemed author and sports psychologist, they explore why only half of marketers enjoy their work.

Simon provides practical advice on enhancing team motivation and personal job fulfilment using his PEAR framework—Purpose, Enjoyment, Achievement, and Recognition. Learn how to create a more fulfilling work environment and improve overall team performance.

• Understand why job satisfaction matters in marketing.
• Learn about Simon Hartley's PEAR framework for motivation.
• See how principles from sports psychology can be applied to business.
• Discover practical steps to improve work environment and team motivation.

Find out how to foster happier, more motivated marketing teams and apply these insights to your organisation.

Simon Hartley is a globally respected sport psychology consultant and performance coach. For over 25 years, Simon has worked with gold medallists, world record holders, world champions, top five world-ranked professional athletes, Olympians and championship winning teams.

Since 2011, Simon has published twelve books, including Stronger Together; How Great Teams Work, Peak Performance Every Time and Motivation is P.E.A.R. Shaped.

During the last 20 years, Simon has also applied the principles of sport psychology to business, education, healthcare and the charity sector. This has included projects with some of the world’s leading corporations and foremost executives. He is also an award winning international professional speaker, delivering keynotes throughout the world.

For more information on Simon, please visit www.be-world-class.com

Full show notes: Unicorny.co.uk 

LinkedIn: Simon Hartley | Dom Hawes 

Website: be worldclass

Sponsor: Selbey Anderson 

In this episode of Unicorny, host Dom Hawes continues his conversation with James Gatoff, Group Chief Marketing and Communications Officer at Lombard International Group. James shares his expertise on integrating marketing with business objectives, leveraging technology for measurable outcomes, the importance of crisis communication and the need for authentic engagement in a global business environment.

• Aligning marketing efforts with business objectives.
• Use of dashboards and technology for tracking and measurement
• Building and utilising effective crisis management strategies.
• Adapting communication strategies for diverse global audiences.

Learn how James' strategies can help you enhance your marketing effectiveness and prepare for future challenges. Tune in to gain practical insights and actionable advice.

James is currently the Group Chief Marketing and Communications Officer at Lombard International Group. He is a member of the Group Executive Committee responsible for Global Marketing and Communications. He leads the marketing, brand, corporate communications, media relations, digital media, marketing production, internal communications and the events & sponsorship teams.

James has over 20 years’ experience in international marketing, communications and business development in Global Financial Services, spanning FTSE100 Insurance, FinTech, Wealth Management and Private Equity.

Before joining Lombard International, James was the Group Marketing and Communications Director at FNZ, a global FinTech which powers the wealth management, administration and custodian platforms of major financial institutions (including retail and private banks, asset and wealth managers, insurers and financial adviser groups) across Europe, Asia and Australasia.

Prior to FNZ, James was Group Communications Director at Friends Life Group where he led the global communications team (based in the UK, Isle of Man, Luxembourg, Hong Kong, Singapore and Dubai) and overseeing the Group’s subsidiary businesses’ communications teams. 

He’s experienced in leading large scale organisational change, transformation, commercial development and communication programmes including mergers, acquisitions, divestments and tendering for new business.  James has a sales and marketing background and was Head of Business Development responsible for winning, implementing and managing new large corporate partnerships.

He’s a Freeman of the City of London, Chartered Insurer, an Associate of the Chartered Institute of Insurance and has a BSc (Hons)Business.

Full show notes: Unicorny.co.uk 

LinkedIn: James Gatoff | Dom Hawes 

Website: Lombard International Group

Sponsor: Selbey Anderson 

In this episode, Dom Hawes chats with James Gatoff, Group Chief Marketing and Communications Officer of Lombard International Group, about the complexities of marketing in highly regulated, multi-jurisdictional environments. James shares his journey from finance to marketing and discusses the strategic use of technology, cultural nuances, and the importance of a commercial focus in marketing communications.

James provides practical advice on integrating video content into marketing strategies and highlights the importance of clear communication and team engagement in achieving marketing success.

• Marketing in regulated and complex environments
• Importance of cultural understanding in international teams.
• Building and utilising in-house video production.
• Maintaining a commercial focus in all marketing efforts.

Tune in to learn how you can apply these strategies to better your marketing game.

James is currently the Group Chief Marketing and Communications Officer at Lombard International Group. He is a member of the Group Executive Committee responsible for Global Marketing and Communications. He leads the marketing, brand, corporate communications, media relations, digital media, marketing production, internal communications and the events & sponsorship teams.

James has over 20 years’ experience in international marketing, communications and business development in Global Financial Services, spanning FTSE100 Insurance, FinTech, Wealth Management and Private Equity.

Before joining Lombard International, James was the Group Marketing and Communications Director at FNZ, a global FinTech which powers the wealth management, administration and custodian platforms of major financial institutions (including retail and private banks, asset and wealth managers, insurers and financial adviser groups) across Europe, Asia and Australasia.

Prior to FNZ, James was Group Communications Director at Friends Life Group where he led the global communications team (based in the UK, Isle of Man, Luxembourg, Hong Kong, Singapore and Dubai) and overseeing the Group’s subsidiary businesses’ communications teams. 

He’s experienced in leading large scale organisational change, transformation, commercial development and communication programmes including mergers, acquisitions, divestments and tendering for new business.  James has a sales and marketing background and was Head of Business Development responsible for winning, implementing and managing new large corporate partnerships.

He’s a Freeman of the City of London, Chartered Insurer, an Associate of the Chartered Institute of Insurance and has a BSc (Hons)Business.

Full show notes: Unicorny.co.uk 

LinkedIn: James Gatoff | Dom Hawes 

Website: Lombard International Group

Sponsor: Selbey Anderson 

In this second part of our discussion with Blair Enns, we explore the internal dynamics that influence agency-client relationships.

Host Dom Hawes and Blair continue to discuss balancing efficiency and innovation, focusing on how departmental goals can conflict with overarching business objectives.

They examine bounded rationality, the inefficiency principle, and the role of leadership in fostering a culture that supports both operational efficiency and creative innovation. Blair introduces his upcoming book, which outlines four key conversations that can help frame the process of selling expertise and ensuring effective client relationships.

What you'll get from this episode:

• Understanding the impact of departmental silos.
• Strategies for effective agency-client relationships.
• The importance of aligning business goals across departments.
• How leadership can drive cultural change for better innovation.

Join us for practical insights on creating value-driven partnerships that foster innovation and drive business success.

Blair is the founder of Win Without Pitching, the sales training program for expert advisors, and the author of three books on selling and pricing.

The Four Conversations: A New Model for Selling Expertise is available from Gegen Press on Amazon in September, 2024.

Pricing Creativity: A Guide to Profit Beyond the Billable Hour (2018) is available at pricingcreativity.com.

The Win Without Pitching Manifesto (2010) is available on Amazon.

Full show notes: Unicorny.co.uk 

LinkedIn: Blair Enns | Dom Hawes 

Website: Win Without Pitching

Sponsor: Selbey Anderson