Episodes
88. Re-evaluating demandgen: what marketers need to know
In this episode of The Unicorny Marketing Show, Clare Jones, CMO of System C, challenges the common perceptions around demand generation, explores the changing dynamics of B2B buyer behaviour, and discusses the complexities o...
87. From ideas to action: Managing creativity alongside daily operati…
In this continuation of the discussion with Professor Ben Bensaou from INSEAD Business School, Dom explores how organisations can build a robust framework for continuous improvement and creativity. Bensaou introduces the conc...
86. Innovate or stagnate: How to democratise innovation in your compa…
In this episode of The Unicorny Marketing Show, Professor Ben M. Bensaou of INSEAD Business School joins us to discuss how organisations can build a culture where innovation thrives. Bensaou shares real-world examples from co...
85. Beyond Strategy: How AI and purpose partner for market success
In this episode, Dom Hawes continues his conversation with Dominic Rodgers, Head of Marketing at Frog Capital, focusing on how purpose is practically applied to scale businesses. Dominic discusses Frog Capital’s use of AI-dri...
84. Frog Capital's playbook to purposeful growth
In this episode of Unicorny, Dominic Rodgers, Head of Marketing at Frog Capital, shares how his company integrates purpose into every aspect of its investment strategy. Dominic reveals Frog's unique methodology for scaling bu...
83. Inspiration from outside: six sigma, side hustles and yoga studios
In this episode of Unicorny, we continue our exploration of the intersection between marketing and entrepreneurship with Sandra Vollrath, a marketing operations leader turned yoga studio owner. Building on the insights from p...
82. Know thy customer: big ideas from small business success
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...
81. The Unicorny Manifesto: Why 'phony wars' kill credibility
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 tha...
80. The Unicorny Marketing Manifesto: What marketing is
In a slight shake-up from the usual, Dom goes solo and tackles the challenge of defining marketing and its significance within businesses today. Drawing from over 80 podcast episodes and his own experiences, Dom outlines a ma...
79. Sounds like marketing sci-fi, is the future
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 a...
78. Fry your brain: Quantum computing, AI and marketing
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-personali...
77. The secret sauce to marketers' mojo?
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 o...
76. Everything gone PEAR shaped? Here's why that’s a good thing
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 marketer...
75. Aligning strategy with business goals
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 wi...
74. Breaking boundaries by bootstrapping broadcast
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. ...
73. Departmental myopia: the internal trade off between efficiency an…
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...
72. Transforming agency relationships: From outputs to outcomes
Today's episode of Unicorny tackles the complex dynamics between brand marketers and creative agencies, focusing on the dysfunctional commercial relationships that have emerged over recent years. Host Dom Hawes is joined by B...
71. Thesis-Driven Marketing: you heard it here first
Welcome back to Unicorny! In this episode, Dom Hawes continues his chat with Andrew Davies, a CMO and serial entrepreneur. Andrew shares his thoughts on how to integrate value-based pricing, the importance of packaging, metho...
70. How entrepreneurs create value
In this episode of Unicorny, host Dom Hawes speaks with Andrew Davies, Chief Marketing Officer at Paddle, about integrating entrepreneurial principles into marketing strategies. Andrew discusses the benefits of approaching ma...
69. Death to ROI! Marketing is not a profit centre.
Welcome to part two of our myth-debunking session with Dale W. Harrison, where we explore the realities of demand creation in marketing. Dale, a polymath with a broad view of business, explains why performance marketing is fl...
68. The truth about demand creation? It’s a lie.
Curious about why "demand creation" might be a ‘lie’ or a myth? In this episode, Dale W. Harrison challenges conventional marketing wisdom by arguing that demand cannot be created but only captured. We discuss real-world exam...
*BONUS episode*: Propolis Community Index and B2B Ignite preview
In this special episode of Unicorny, we're gearing up for B2B Ignite, the business marketing conference taking place on July 3rd at 133 Houndsditch in the City of London. Dom Hawes, your host, talks to Richard O'Connor, CEO o...
67. Why Globalocal marketing’s the right approach
In this episode of Unicorny, Dom Hawes continues his conversation with Maya Price, SAP’s Global Head: Field Marketing Event Management. They discuss the balance between standardisation and customisation in field marketing, fo...
66. Field marketing: where outside-in begins
Join Maya Price, SAP's global head of field marketing and event management, to take a peek behind the scenes of field marketing. Learn how she connects brands with customers, navigates the shift from regional to global roles,...