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PODCAST

Unicorny

Welcome to Unicorny, a podcast about business, strategy, innovating and commercial marketing. We speak to CMOs, CEOs, CFOs, venture capitalists, private equity leads, consultants, influencers... anyone that can provide clues to finding and unlocking value.

business management

All Episodes

50:38

112. From 4% awareness to industry icon: ESET’s Jules...

Unicorny ·

2025/02/11

In this episode of The Unicorny Marketing Show, Jules Beriff, UK Marketing Director at ESET UK, reveals how businesses can build trust as a cornerstone for brand resilience. Jules explains why trust internally—within teams and leadership—and externally, with customers and partners, is crucial for navigating crises and driving sustainable growth.What you'll learn:The role of brand awareness in securing long-term customer loyaltyTips for fostering trust between marketing leaders and finance

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45:05

109. Underestimating customers: the costly mistake...

Unicorny ·

2025/01/21

In this episode, Jazz Aujla, global head of digital marketing at Euromonitor International, shares her insights on aligning marketing efforts with customer needs. From her journey starting in research at Deloitte to a leader in digital marketing. Jazz breaks down why companies often underestimate their customers, the risks this poses, and how to avoid common pitfalls.What you'll learn:Why starting with the customer is vital for long-term growth.How to lay the right marketing technology

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46:03

108. Break trust? Break the business. Why brand is...

Unicorny ·

2025/01/14

Short-term gains often tempt businesses to cut corners—but at what cost? Christine Alemany joins The Unicorny Podcast to discuss balancing immediate profit demands with building long-term trust and authenticity. From high-profile corporate missteps to cautionary tales like Boeing and WeWork, Christine reveals why credibility matters and how sustainable growth stems from consistency.What you'll learn:The risks of prioritising short-term gains over trust-buildingKey lessons from brands like Microsoft,

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39:59

107. Lessons about AI bias and what it means for...

Unicorny ·

2025/01/07

Catherine Reed, Senior Marketing Director at SAP and PhD candidate in bias and AI for marketing, shares her expertise on using AI to enhance marketing strategies. Together with Dom Hawes, Catherine discusses the practical benefits of AI in customer scoring, its role in account-based marketing (ABM), and strategies to identify and manage bias in AI tools.What you'll learn:How to make the most of AI-powered tools in marketing.Common pitfalls of bias in AI systems and how to mitigate them.Simple ways

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50:08

106. What you need to know for marketing in 2025 and...

Unicorny ·

2024/12/31

Happy New Year! As we step into 2025, it’s time to reflect on the lessons of the past year and gear up for the challenges and opportunities ahead. Rachel discusses her upcoming book, Rebrand Right, written with Sarah Robb, and its mission to empower marketer everywhere with the why and the how to drive business growth, making imposter syndrome so very last year! Dom and Rachel discuss what’s coming up in 2025—and announce big plans for the show, including the “27 States” framework.What’s

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31:59

105. The Unicorny Christmas show and tell with the...

Unicorny ·

2024/12/24

What do you get when you cross Unicorny bloopers with Dom?... A roasted potato🥔Find out why, as Dom and the Unicorny crew celebrate Christmas with a few outtakes (kindly provided by Pete the editor) and a look at some of our favourite moments.Join us for a laugh and a touch of brand wank in this festive wrap-up episode.LinksFull show notes: Unicorny.co.ukWatch the episode:https://youtu.be/8MWkWG_2C54LinkedIn: Dom Hawes| Nichola Fairley | Pete Allen | Laura TaylorSponsor: Selbey AndersonOther items

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48:25

104. Why marketers make the best startup founders...

Unicorny ·

2024/12/17

What makes marketers and agency professionals natural SaaS founders? In this episode, David Hart, author of Productized and co-founder of ScreenCloud, shares his journey from agency ownership to building a successful SaaS company with over $20M ARR. Learn how to transform creative skills and strategic thinking into a scalable business model.What you’ll learn:Turning agency challenges into scalable product opportunities.The importance of understanding customer needs and validation.How content

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59:32

103. Why commonly accepted "science" could cost your...

Unicorny ·

2024/12/10

What if your marketing campaigns could achieve more with less? Dr. Felipe Thomaz, Associate Professor of Marketing at Oxford's Saïd Business School, challenges the widespread belief that maximising reach guarantees success. Drawing insights from his ground breaking peer-reviewed paper, Felipe reveals why overemphasising reach could be costing brands both money and effectiveness.What you'll learn:Why maximising reach doesn't guarantee brand growth or profitability.How different channels uniquely

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39:57

102. Marketing leadership: Advancing with emotional...

Unicorny ·

2024/12/03

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

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40:36

101. How OakNorth disrupts - the inside story

Unicorny ·

2024/11/26

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

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01:00:19

100. Unicorny scores a century: what we learned so far

Unicorny ·

2024/11/19

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

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41:13

97. Marketing a business is everyone's business

Unicorny ·

2024/10/29

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

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47:01

96. Rebel writing: how brandwank is killing your comms

Unicorny ·

2024/10/22

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

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45:21

95. Impossible to Ignore with Carmen Simon

Unicorny ·

2024/10/15

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

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38:41

94. The behaviour you ignore is the culture you get

Unicorny ·

2024/10/08

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

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37:57

92. Product marketing’s secret role in SaaS success

Unicorny ·

2024/10/01

In this episode of The Unicorny Marketing Show, we pull back the curtain on a crucial, yet often overlooked, role in marketing: product marketing. Host Dom Hawes sits down with Leonard Burger to explore how product marketers act as the glue that binds sales, engineering, customer success, and strategy. With product marketing well-established in the US but still emerging in the UK, this conversation digs into the core responsibilities that product marketers handle every day—simplifying complex

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23:19

91. Respect - the currency of your customers (and...

Unicorny ·

2024/09/26

In this continuation of Dom Hawes' conversation with Simon Carter, the focus shifts to the challenges facing marketing leadership and the role of trade bodies. They discuss how marketing organisations often fall short in supporting senior marketers, which affects the profession’s growth. Simon highlights the importance of earning respect within organisations and the difficulties posed by hybrid working on building professional relationships and advancing careers.Key topics:• The lack of support for

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30:16

90. The #1 thing holding your marketing back (it's...

Unicorny ·

2024/09/24

In this episode of The Unicorny Marketing Show, Dom chats with Simon Carter, a marketing expert with a diverse background in industries such as financial services, utilities, and B2B. The conversation focuses on why marketing is often undervalued in organisations, touching on leadership, company culture, and the ongoing struggle for marketers to have a seat at the strategic table. Simon shares candid insights on how marketers can reposition themselves as vital to business success, offering lessons

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30:07

89. 'Stack ranking': how to prioritise accounts for...

Unicorny ·

2024/09/19

In Part 2 of our conversation with Clare Jones, CMO of System C, we explore the challenges of rebranding, maintaining brand integrity, and the strategic art of prioritising customers. Clare shares her experience of unifying multiple brands into one cohesive identity while staying true to core values. She also introduces her "rule of thirds" for campaign planning—emphasising the importance of balancing groundwork, execution, and follow-up for maximum impact. What is covered:How to manage a complex

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34:38

88. Re-evaluating demandgen: what marketers need to know

Unicorny ·

2024/09/17

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 of mergers and acquisitions. Clare highlights why marketing needs to be involved at every stage of the buyer's journey and makes a strong case for its importance at the board level. You’ll gain insights on how marketing can influence M&A processes and why collaboration

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