Unicorny

Merry Christmas and welcome to the Unicorny team party!

We're delighted to be joined by our amazing blog writer, Ornella Weston, who chats with host Dom about what she's been seeing and hearing this year. Later in the episode, you'll get to hear from all of us — the Unicorny crew — sharing our favourite episodes and takeouts. And, of course, in true Dom style, we also have a little rant about our Christmas pet peeves!

So, if you've already had enough of the family or need to recover from all that Christmas 'spirit,' we would love for you to join us for this bonus episode.

Check out our Unicorny top takeaways

LinkedIn: Dom Hawes | Nichola Fairley | Laura Taylor | Pete Allen | Ornella Weston

Websites: Unicorny

In this episode of Unicorny, Dom talks to Richard O'Connor, CEO of B2B Marketing and Propolis, about community, buyer enablement and marketing effectiveness in B2B.

Richard challenges the traditional notion of sales and marketing alignment, emphasising the crucial role of understanding the buyer's journey and effective communication with stakeholders.

The discussion also touches on the challenges and misconceptions surrounding marketing, emphasising the need for marketers to align their strategies with business objectives and effectively communicate the value of their efforts.  

Richard’s career spans B2B and B2C media, events and SaaS. He has run commercial teams at several leading private and public businesses, including Centaur,  The Independent Newspaper, UBM, Informa and RELX. He also led a multi-year commercial transformation programme for UBM, which involved the design and delivery of a sales and marketing operating model in EMEA, Asia and the US. He was also part of the integration team following the acquisition of UBM by Informa. 

Richard currently leads B2B Marketing, a Community Intelligence business with a portfolio of specialist conferences, awards, marketing services and Propolis - the multi-award winning global community for B2B Marketing Leaders. Launched in 2021, Propolis has grown rapidly into the go-to community for many of the world’s leading B2B brands.

Full show notes: Unicorny.co.uk 

LinkedIn: Richard O'Connor | Dom Hawes 

Websites: B2B Marketing | Selbey Anderson

00:00:00 - Introduction and Marketing Challenges 

00:02:42 - Propolis: Community Intelligence in B2B Marketing  

00:06:27 - The Broken Client-Agency Model  

00:10:30 - Haggling vs. Trading in Negotiation  

00:12:22 - Shifting Focus to Buyer Enablement  

00:12:48 - Rethinking Sales and Marketing Alignment  

00:13:40 - Buyer Enablement and Sales Role  

00:15:19 - Joint Responsibility for Revenue Generation  

00:16:31 - Community Engagement and Procurement Challenges  

00:20:01 - Importance of Strategic Alignment and Outcome-driven Approach  

00:26:01 - Centralization and Decentralization in Marketing  

00:28:23 - Language and Understanding ROI  

00:31:18 - Marketing Effectiveness and Propolis Community Index  

00:37:45 - Christmas Wishes and Future Discussions  

00:38:49 - Wrapping up the Holiday Season  

00:39:12 - Festive Greetings  

00:39:19 - Show Wrap-up

In this episode of the Unicorny podcast, author and speaker Geoffrey A. Moore draws on the feted work in his book Crossing the Chasm. Moore addresses the challenges encountered by B2B marketers and makes the case for marketing activities to be aligned to the technology adoption lifecycle.

You won't find a better, clearer playbook for marketing than Chasm.

Geoffrey Moore is an author, speaker, and strategic advisor to the CEOs of high-tech enterprises including Salesforce, Microsoft, Cisco, Intel, Airbnb, Gainsight, and Splunk. He has a BA in American literature from Stanford University, and a PhD in English literature from the University of Washington, with a focus on medieval and Renaissance literature.

Strategy and its execution have been the lifelong focus of Moore’s work. His dissertation while at the University of Washington analysed Edmund Spenser’s epic poem, The Faerie Queene, in terms of the strategies for living it portrays. Subsequently he taught literature and writing for four years at Olivet College in Michigan before he and his wife and children moved back to California.

There over the next ten years and three software companies, Moore migrated from HR to sales to marketing. The seminal move in his career came in 1986 when he joined Regis McKenna Inc, the premier strategic marketing consultancy for high-tech firms at that time. While there he wrote his first business book, Crossing the Chasm, which has been in print (with revisions) for thirty years, has sold over a million copies, been translated into twelve languages, and is still the go-to text for high-tech entrepreneurs. This success allowed Moore to found his own consulting practice, found multiple consulting firms, and publish six additional books.

Geoffrey lives in the San Francisco Bay Area with his wife Marie. They enjoy reading, travel, fine dining, and doting on their terrific grandchildren. Geoff recently achieved what has been a lifelong ambition, namely, shooting his age in golf. 

Full show notes: Unicorny.co.uk 

LinkedIn: Geoffrey Moore | Dom Hawes 

Websites: Geoffrey Moore | Selbey Anderson 

01:42 - Definition of Technology and Disruption

03:34 - The Stakes of Getting Marketing Wrong

06:17 - Zone to Win Playbook

08:37 - Introduction to Crossing the Chasm and Zone to Win

13:33 - The Evolution of Marketing in the Tech Industry

14:52 - Funding a Project and Putting Companies on the Map

15:49 - Challenges of Budget Allocation in Next-Generation Technologies

17:14 - The Impact of Consumer Computing and the Freemium Model

27:32 - Designing with a Compelling Reason to Buy

28:29 - The Beachhead Market

30:11 - The Bowling Alley Model

35:10 - Finding Trapped Value

41:12 - The Importance of Power in Performance

42:22 - The Venture Operating Model

43:34 - Account Based Marketing and the Six Personas

49:08 - Applying Moore's Playbook

In this episode of the Unicorny podcast, you'll hear antidote to dullness in the conversation with Joerg Klueckmann, Head of Marketing at Finastra, the largest financial technology business in the world.  

This episode explores the importance of creative vision in marketing and the challenges of executing that vision in complex organisations.

Joerg Klueckmann shares his experience in managing tasks, aligning teams, and integrating marketing strategies within Finastra. He discusses the use of task management software like Clickup and the centralised ‘control tower’ tool which streamlines their go-to-market activities.

Joerg also highlights the trend of centralising and decentralising marketing decision-making, allowing for specialisation while managing the complexity of a large organisation. 

And… the piece de resistance is when Joerg explains the creative vision behind Finastra TV and how they brought the idea to life.

If you’re looking to streamline, improve collaboration, and align your teams, this episode is a must-listen. Joerg’s insights and practical tips will help you navigate the challenges of executing a creative vision in a complex marketing environment. 

With more than 20 years of leadership experience, Joerg transformed global marketing organizations across the B2B software industry. He has led teams to become integrated, high performing and digital first. Joerg believes in focus, simplicity, and the courage to be different. He enjoys a good espresso and rides his mountain bike with passion. His superpower is endless positivity. 

Full show notes: Unicorny.co.uk  

LinkedIn: Joerg Klueckmann | Dom Hawes  

Websites: Finastra | Selbey Anderson  

00:01:12 - The Search for Creative Leadership  

00:04:01 - The Importance of Product in Marketing  

00:05:59 - The Transformation from Art to Science  

00:08:15 - Incorporating Creative Vision into Marketing Strategy  

00:12:40 - Importance of a Creative Vision  

00:13:24 - Execution and Task Management  

00:14:23 - Formulating Marketing Strategy  

00:15:39 - Central Control Tower  

00:18:50 - Marketing Alignment and the Sea of Sameness  

00:25:31 - The Role of Marketing in Data Interpretation and Creativity  

00:26:20 - The Conflict Between Data-Driven Marketing and Creativity  

00:27:20 - The Creation of Finastra TV  

00:29:03 - Benefits of Finastra TV  

00:30:47 - Streaming Channel Strategy  

00:37:39 - The Importance of Creative Concept in B2B Marketing  

00:38:06 - Marketing Transformation in Enterprise  

00:38:58 - Internal Agency and its Impact on External Agencies  

00:39:50 - Finastra TV's Bold Vision  

00:40:27 - Key Takeaways and Closing  

In this episode of Unicorny, we dive straight into the second part of a conversation with host Dom Hawes and guest Daniel Priestley. 

You'll discover the importance of creating assets that work for both your business and yourself. Daniel discusses his book, 24 Assets, which breaks down the different types of assets you need to thrive in the digital age. From intellectual property and branding assets to marketing, product, system, and culture assets, you'll gain practical insights on how to leverage each asset to create a successful business.  

Daniel finishes this episode with a jaw-dropping insight about AI and it's impact on us all. Don't miss this episode!

Daniel Priestley is the Co-Founder and CEO of Dent Global, a company that develops entrepreneurs to stand out, scale up, and make a meaningful impact in the world. For over 12 years, he has been leading a team of high performers who deliver award-winning accelerator programs, software solutions, and business books to over 3000 clients across the UK, US, Canada, and Australia. 

Daniel’s mission is to help entrepreneurs solve meaningful problems in remarkable ways, using technology, innovation, and influence. He has co-created ScoreApp, a software that automates performance marketing campaigns using quizzes, online assessments, and surveys. He has also written best-selling business books, including Key Person of Influence, Entrepreneur Revolution, and Oversubscribed. Additionally, he is a VIP contributor to Entrepreneur Media and a board advisor of Home Grown Club, a network of high-growth entrepreneurs. 

Full show notes: Unicorny.co.uk  

LinkedIn: Daniel Priestley | Dom Hawes  

Websites: Dent Global| ScoreApp | Selbey Anderson  

00:01:16 – Introduction to 24 Assets and Key Personnel of Influence 

00:02:39 - Intellectual Property Assets  

00:03:46 - Brand Assets  

00:05:02 - Marketing Assets  

00:06:59 - Product Assets  

00:12:33 – Key takeaways of the episode so far 

00:16:57 - The Future Impact of AI and Hyper Consumption/Production  

00:26:29 - The Potential Feudalism of the AI Age  

00:27:32 - Becoming a Key Person of Influence  

00:28:23 - The Marketer's Role in Protecting Future Value  

We've got entrepreneur royalty in the house this week. Tune on to hear our host [Dom Hawes] talk to acclaimed author, Daniel Priestley, about his super successful thought leadership bible and playbook, Key Person of Influence (KPI).

Dom and Daniel talk personal branding and thought leadership in the digital age, with Daniel emphasising the need for professionals to establish themselves as key persons of influence in their field. He discusses the shift from functionality to vitality in the modern age, where qualities like disruption, humour, and the ability to enrol others in ideas become essential.  

With engaging insights and key takeaways, this episode provides marketers and professionals valuable strategies to build their personal brand, embrace their entrepreneurial attitude, and succeed in the digital landscape.  

If you're looking to establish yourself - or one of your colleagues - as a thought leader, this episode is a must-listen.   

Daniel Priestley is the co-Founder and CEO of Dent Global, a company that develops entrepreneurs to stand out, scale up, and make a meaningful impact in the world. For over 12 years, he has been leading a team of high performers who deliver award-winning accelerator programs, software solutions, and business books to over 3000 clients across the UK, US, Canada, and Australia. 

Daniel’s mission is to help entrepreneurs solve meaningful problems in remarkable ways, using technology, innovation, and influence. He has co-created ScoreApp, a software that automates performance marketing campaigns using quizzes, online assessments, and surveys. He has also written best-selling business books, including Key Person of Influence, Entrepreneur Revolution, and Oversubscribed. Additionally, he is a VIP contributor to Entrepreneur Media and a board advisor of Home Grown Club, a network of high-growth entrepreneurs. 

Full show notes: Unicorny.co.uk  

LinkedIn: Daniel Priestley | Dom Hawes  

Websites: Dent Global | ScoreApp | Selbey Anderson  

00:00:03 - Introduction  

00:01:25 - The Evolution of Thought Leadership  

00:03:24 - Daniel Priestley's Background  

00:05:28 - The Inspiration Behind Key Person of Influence  

00:08:25 - Vitality vs Functionality  

00:13:19 - The concept of talent pools and personal brands  

00:14:50 - The evolving view of organizations and careers  

00:16:07 - The changing expectations of workers and the role of technology  

00:18:04 - The role of technology in shifting society and organizing ourselves  

00:27:03 - Enrolling People in New Ideas and Behaviours  

00:28:16 - Pitching to Groups for Maximum Impact  

00:29:23 - The Five P's Approach  

00:31:57 - The Power of Partnerships

This is a show about culture and society, crisis and social media.

Host, Dom Hawes, is joined by Charlotte Lander, Director, Social Media, Corporate Affairs, Brand & Marketing at Standard Chartered Bank. They talk reputation, social media - the threats and opportunities it brings, but ostensibly today they’re talking about culture and society… it’s the S in your PEST analysis.

Charlotte was one of the co-authors of a peer-reviewed paper in Journal of Digital & Social Media Marketing and has recently conducted and analysis of social media’s role in the sudden and dramatic demise of Silicon Valley Bank and Credit Suisse.

In this show she shares her findings and offers practical advice and best practice, guided by the content of the peer-reviewed paper and her career’s experience to date.

Charlotte has dedicated over 15 years to digital marketing, working with large global corporates, CEOs, and top consultancies along the way.

She's data-driven and loves applying insights, strategy, and creativity to achieve business goals. She currently leads the social team that oversees the bank's global social media strategy and accounts, and employee advocacy programme.

Full show notes: Unicorny.co.uk

Report: Find it on LinkedIn here

LinkedIn: Charlotte Lander | Dom Hawes

Website: Standard Chartered | Selbey Anderson

00:00:03 - Introduction

00:02:26 – How marketing has changed in recent years

00:05:03 - Marketing and culture

00:06:19 - Silicon Valley Bank

00:08:30 - Missed opportunities

00:13:38 - Importance of senior leadership in reputation management

00:15:51 - Takeaways for reputation management

00:17:47 - The value of a brand in business

00:19:59 - Importance of social media in building trust

00:28:57 - Escalation paths

00:30:25 - Engaging stakeholders

00:32:26 - Reacting in real-time and determining response

00:35:13 - Measuring trust

00:43:18 – The importance of risk assessment and planning

00:43:57 – What went wrong at SVB?

In this episode, Dom is joined by IBM’s senior brand strategist, Scott Stockwell, to tackle what Marketing Week’s Editor-in-Chief, Russell Parsons, calls ‘today’s necessary mantra’: “doing more with less”.

That's a meaningful mantra to marketers and we're seeing it everywhere right now. It’s the imperative coming down from on high, just like it was in 2011/2012 after the last big downturn.

But creating more value, increasing pace, being more responsive, all while consuming fewer resources? That's no mean feat.

In this episode. Scott talks about people and process while explaining how an agile approach to marketing can increase effectiveness and consume fewer resources. That should be music to your ears.

With 25+ years in B2B, Scott has a wealth of marketing and sales experience to share. He's a pragmatic communicator, constant learner and is fascinated by the ways people work together and get work done.

Scott is an experienced Design Thinking workshop leader, Agile Marketing coach and certified LEGO Serious play facilitator. He's an ardent supporter of the B2B industry and Fellow of the IDM. he chairs the DMA’s B2B Council and he's a Strategy and Leadership advocate in B2B Marketing's Propolis community.

Scott has been the hanging judge on many an industry jury and knows how to interrogate strategy, creativity and results. Always eager to try out the latest tech, technique or tool, Scott recently appeared in Harvard’s ‘Top 20 Most Innovative Tech B2B Marketers’ list as a ‘disruptor’. 

Full show notes: Unicorny.co.uk 

LinkedIn: Scott Stockwell| Dom Hawes 

Websites: IBM| Selbey Anderson 

00:00:03 - Introduction to the Podcast and Guest  

00:01:09 - The Challenge of Doing More with Less  

00:03:31 - Scott's Experience with Agile Marketing  

00:04:39 - Introduction to Design Thinking  

00:06:45 - Importance of Feedback and Self-Organized Teams  

00:13:29 - The Importance of Agile Marketing  

00:14:38 - Agile Methodology Exercise  

00:17:17 - Agile Marketing in the Context of Economic Challenges  

00:18:26 - Customer Focus in Agile Marketing  

00:19:48 - Learning Agile Marketing  

00:27:32 - Introduction to MoSCoW Framework  

00:28:11 - Importance of Must Do  

00:29:25 - Saying No in Agile  

00:31:06 - Stand-ups in Agile  

00:32:06 - Importance of Retrospectives  

 00:33:49 – How Agile Can Help With Our New Way of Working 

In this episode of the Unicorny podcast, Dom Hawes talk to Steven Millman, Global Head of Research and Data Science at Dynata.

The conversation focuses on the practical applications of AI in marketing and market research, including customer targeting, personalisation, and campaign optimisation.

Steven and Dom discuss recommendation systems, AI as a service vendors, and the future trends of AI in various industries. They touch on the importance of ethics, team dynamics, and the environmental impact of AI.

If you're interested in learning about the benefits and challenges of AI, as well as its potential impact on society, this episode is a must-listen. So, grab your earbuds and get ready to learn!

This episode is sponsored by Selbey Anderson.

About Steven Millman 

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. 

Links 

Full show notes: Unicorny.co.uk 

LinkedIn: Steven Millman | Dom Hawes 

Websites: Dynata |

Timestamped summary of this episode 

00:01:23 - Cutting Edge Applications  

00:04:13 - What is a Walled Garden?  

00:08:12 - Benefits of Walled Gardens  

00:10:56 - Leveraging AI Applications  

00:13:51 - The Importance of Data Ownership and Walled Gardens  

00:14:46 - Practical Applications of AI in Marketing  

00:18:39 - AI for Optimizing Customer Revenue Conversions  

00:19:45 - DriverTagsTM and Emotional Response  

00:23:02 - AI in Predictive Analytics and Marketing Automation  

00:27:36 - Privacy and Ethical Considerations  

00:28:05 - DevOps Approach  

00:28:49 - Celebrating Progress  

00:29:23 - Future Trends  

00:33:15 - Regulation and Transparency  

00:36:15 – Further thinking 

In this episode, we talk to Fujitsu’s Andrea Clatworthy as she explains taking on the position of the Head of Transformation.

Marketing Transformation is the next big trend in B2B marketing and, just as they did with Account Based Marketing, it looks like Fujitsu is ahead of the pack again.

Tune in to hear how transformation at enterprise involves both centralisation an decentralisation at the same time. It offers the holy grail and control AND agility.

Andrea outlines some of the risks that come with centralisation and decentralisation, including brand strategy dilution, and the importance of balance, transparent communication, and trust-building within the team.

She also offers her perspective on AI's role in marketing and the need for its careful integration with human expertise.

Andrea’s a very, very well-known speaker in B2B marketing circles. Listen in, you’ll soon realise why.

Andrea has over 30 years of international B2B marketing, in Tech, and more recently at Fujitsu where she has successfully introduced, evangelised, coached, mentored and drove 1:1 ABM from a country strategic approach, to region, then globally.  Now that ABM is core to the marketing strategy and business as usual, Andrea has pivoted to looking after marketing transformation in the Europe region, the largest region outside of the Japan HQ and domestic market. She is award winning, industry-acknowledged as an innovator, and a regular judge for B2B marketing awards 

Full show notes: Unicorny.co.uk 

LinkedIn: Andrea Clatworthy| Dom Hawes 

Websites: Fujitsu| Selbey Anderson 

Timestamped summary of this episode 

00:00:03 - Introduction 

00:01:17 - ABM as Business as Usual 

00:02:18 - Transition to a Transformation Role 

00:04:31 - Centralisation vs. Decentralisation 

00:05:02 - Changes in B2B Marketing 

00:13:54 - The Challenges of Decentralisation 

00:16:14 - Shadow Marketing 

00:18:09 - Transformation and Improved Performance 

00:19:41 - Internal Improvement and Psychological Safety 

00:22:59 - Enabling Change and Consistency 

00:27:05 - The Role of Humans and AI in Marketing 

00:27:26 - The Transformation Journey in Marketing 

00:28:48 - The Ownership of Customer Success 

00:29:58 - The Future of Marketing and Agencies 

00:30:36 - Steps for Marketing Transformation