Episodes
65. Positioning power play: how to make difference pay
Discover the keys to effective product positioning with April Dunford, one of the leading experts in the field. In this episode, April reveals how to harness the power of internal knowledge to understand competition, customer...
64. Perfect positioning: April Dunford's playbook for success
In this episode of Unicorny, Dom Hawes speaks with April Dunford, a leading expert in B2B tech marketing and the author of "Obviously Awesome" and "Sales Pitch". They explore the complexities of effective product positioning....
63. Market share masterclass: blending organic growth and M&A
In part two of Rachel Fairley's discussion with Duncan Daines, Head of Engagement at Gama Aviation, she explores the intricacies of growing market share and connecting marketing to business outcomes. Duncan shares his unique ...
62. Segmentation secrets: precision marketing in niche markets
In this episode, Duncan Daines, Group Head of Engagement at Gama Aviation, shares his perspectives on aligning marketing strategies with commercial outcomes, the evolving role of agencies, and the importance of segmentation. ...
61. Unlock the secret to beating imposter syndrome in branding
In this episode of Unicorny, guest host Rachel Fairley and brand strategist Sarah Robb tackle the challenges of imposter syndrome in marketing and the confusion caused by jargon. They discuss practical ways to simplify langua...
60. Cut the Jargon: Simplifying brand strategy for better results
In this episode of Unicorny, Rachel Fairley kicks Dom out of the studio to meet brand expert, Sarah Robb. Together, they discuss the essential elements of creating a brand that genuinely reflects its purpose. Discover how ali...
59. Data, sales, strategy: marketing's C-Suite blueprint for success
How to turn the overwhelming flood of data into a strategic advantage and discuss what it really takes to make an impact in the C-suite.
58. Battle of Beliefs: Does professional certification kill marketers…
In this episode of Unicorny, Dom Hawes and guest Paul Worthington discuss whether marketing should be recognised as a formal profession or continue as a trade based on practical experience. They evaluate the potential impacts...
57. Sayonara Silos! The power of cross-functional teams in marketing
In this episode of Unicorny, Dom Hawes continues the conversation with Géraldine Tenten, a seasoned IBM marketer, about uniting a company around the shared goal of creating happy customers. They tackle the challenges of align...
56. How to change KPI chaos into customer bliss
What’s holding back your business from reaching its full potential? In this episode of Unicorny, host Dom Hawes and guest Géraldine Tenten discuss how to achieve sustainable growth by focusing on happy customers and avoiding ...
55. Mastering chaotic markets with advanced management techniques
Have you considered how enhanced leadership techniques can enable more agile market responses? Or how your team could manage uncertainty through innovative management models? In this episode you'll hear: Further exploration o...
54. Why marketers need to look beyond budgeting
The traditional approach to budgeting is broken. Worse. Budgeting builds dysfunction into business and into your marketing department. There is a better way. This week, we meet Dr Steve Morlidge, thinker, speaker, author of T...
53. Local Leverage: Are marketers missing the mark with community-dri…
In today's episode, part two of our discussion with Adrian Coxon, we explore how marketing drives product innovation and brand competitiveness in B2B. Adrian provides practical ways of using customer feedback and competitive ...
52. Demanding what's due: Are marketers under-rated and underpaid?
In this episode of Unicorny, Dom Hawes and guest Adrian Coxon, CMO of Exante, address the ongoing challenge of marketing being undervalued in businesses. The evidence? Many marketers are paid less than their peers. So how do ...
51. Decoding decisions: anchoring, self-herding and science in B2B wi…
Join Dom Hawes and Phil Barden as they continue their exploration of decision science in B2B marketing. Discover how subtle elements like perception and pricing can significantly influence buyer decisions. Learn how distincti...
50. Decoding decisions: the hidden science behind why we buy with Phi…
Join Dom Hawes and Phil Barden in this episode of Unicorny as they dive into the power of decision science in B2B marketing. Understand decision science's role in marketing Explore how scientific principles can be applied to ...
49. Beyond Faster Horses (2 of 2): AI's Impact on Search and the Digi…
In this compelling continuation of Unicorny's exploration of AI in marketing, Dom Hawes returns with part two of his discussion with Steven Millman and Jonathan Harris. Building on the insights from part one, this episode del...
48. Beyond Faster Horses (1 of 2): AI's Role in Disrupting Marketing
Join Dom Hawes as he dives deep into the transformative role of AI in marketing with industry experts Steven Millman and Jonathan Harris. Discover the metaphorical shift from "building faster horses" to "creating cars," illus...
Innovation in action with Michelle Booth (Bonus)
When Michelle Booth joined us in the studio to talk about marketing transformation, product incubation and agile and marketing in action, we closed the show with a discussion around a PEST analysis like we sometimes do (Polit...
47. Innovation in action with Michelle Booth (part 2)
This is part 2 of a two-part (plus bonus) episode in which we met the amazing Michelle Booth, a champion of marketing transformation who thrives leading teams that are agile and empowered. We pick up her story, dealing with h...
46. Innovation in action with Michelle Booth (part 1)
Increasingly, I'm seeing that traditional organisational structures are under scrutiny because they're just too slow. But that's not always the case, and today's guest is going to prove it. In this episode we dig into the exp...
45. J.O.L.T. The not-so-secret way to unblock sales
Featuring best-selling author, Matt Dixon, this part two of a two-part episode (did you listen to part 1?) that answers the question so many B2B marketers and sales professionals are asking: how come that perfect-fit prospect...
44. Why 50% of B2B sales end in no sale
Featuring best-selling author, Matt Dixon, this part one of a two-part episode (part two is available now) that answers the question so many B2B marketers and sales professionals are asking: how come that perfect-fit prospect...
43. How to engage the early market: a dive into electronic vehicles
We're going to change things up a little again in this episode. Since December, we've looked at marketing disruptive technologies in a few of our episodes, including two epic shows with the legendary Geoffrey Moore. When we s...