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

The Unicorny Marketing Show

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 between sales and marketing is crucial.

• The importance of combining demand generation and brand work for effective marketing.
• How viewing sales as a marketing channel can redefine customer relationships.
• The strategic role of marketing in mergers and acquisitions, especially in unpredictable markets.

Listen in to hear Clare’s advice on navigating these challenges in today’s business environment.

About Clare Jones

Clare has a long history in B2B marketing, developing strategies to build brands and drive growth for software businesses.

Clare thrives on delivering results-driven integrated demand generation programmes with clear goals and outcomes, which have been recognised with industry awards. Clare has successfully executed on brand strategy which incorporates acquisitions as part of an overall growth strategy.

A passionate marketeer, Clare recognises the contribution every member of the team can make and enjoys creating high performing teams. And of course, have a little fun along the way.

Links

Full show notes: Unicorny.co.uk

LinkedIn: Clare Jones | Dom Hawes

Website: System C

Sponsor: Selbey Anderson

Other items referenced in this episode:

Dale Harrison’s Unicorny episodes

Sarah Robb’s Unicorny episodes

CVC

Chapter summaries

Introduction to Clare Jones and demand generation

Dom introduces the episode, outlining the focus on demand generation and its importance in modern marketing. He introduces Clare Jones' expertise and sets the stage for an in-depth discussion on the topic.

The relationship between demand generation and brand building

Clare discusses the need for a balanced approach to marketing, where demand generation and brand equity work together. She critiques the industry’s use of jargon and advocates for a more straightforward, integrated strategy.

The impact of the pandemic on buyer behaviours

Clare shares insights from her MBA dissertation on how the pandemic altered buyer behaviours. She highlights the growing role of digital channels and the increasing influence of millennials in B2B decisions.

Rethinking the role of sales in marketing

A discussion on whether sales should be considered a part of marketing. Clare argues for closer integration, highlighting the ongoing role of marketing in customer advocacy and relationship management.

The challenges of long B2B sales cycles

Dom and Clare explore the difficulties of lengthy B2B sales cycles, the need to understand decision-making units, and the importance of collaboration between sales and marketing.

Managing mergers and acquisitions with agility

Clare discusses the importance of understanding market volatility and the role of marketing in navigating mergers and acquisitions. She shares strategies for ensuring successful integration of acquired companies.

The strategic role of marketing in M&A

The conversation focuses on the tactical and strategic implications of M&A for marketing. Clare emphasises the importance of early involvement in the M&A process to align with business goals.

Challenges in merging brands and cultures

Clare explores the complexities involved in merging brands and cultures during acquisitions. She highlights the importance of a research-driven approach to brand integration and the need to handle cultural differences with care to avoid disruption.

Handling brand equity and emotional attachment in acquisitions

A deeper discussion on the emotional aspects of brand equity when acquiring founder-led companies. Clare talks about the importance of respecting the legacy of the acquired brand while making data-driven decisions for the future.

The delicate process of post-acquisition integration

Clare addresses the critical early stages of post-acquisition integration, where the acquired company is most fragile. She discusses the risks involved and the need for constant communication to ensure a smooth transition.

Dom’s end bit

The episode concludes with Dom summarising the key points discussed. Dom highlights the importance of early marketing involvement in M&A processes, the need for careful brand and cultural integration, and how marketing can drive value in complex business environments.