37. Profitable growth. Mirage, Miracle or Method?

Unicorny

This is a podcast about value creation, profitable growth and the client/agency relationship. Dom is joined by marketing consultant, David van Schaick and together they seek to equip marketers with methods to navigate the business desert.

Unless you were very blessed, doing business in 2023 was a little bit like being a camel in the Kalahari. It was hard. Hard for camels in the Kalahari, because apart from anything else, they are not a native species, so they don't know where to find waterholes.

Hard for us in business because tougher times are new to many of us.

So, we too struggle to find metaphorical waterholes - budgets to sustain our activities - but we did make it and that fact alone makes us stronger. Now the economists are telling us the year ahead is stagnant. So what should we do?

Listen to find out!

About David van Schaick

David was part of the leadership team that grew The Marketing Practice from provincial agency to global B2B powerhouse, working with many of the leading marketers in tech along the way. He now consults on marketing and strategy for clients and agencies both.

Links 

Full show notes: Unicorny.co.uk 

LinkedIn: David van Schaick | Dom Hawes | DVS Strategy

Sponsor: Selbey Anderson   

Timestamped summary of this episode 

00:02:37 – Introduction to David van Schaick

00:08:19 - The Evolution of B2B Marketing

00:09:46 - The Looming Threat to Marketing

00:12:58 - Impact of External Factors on Marketing

00:13:58 - The Value of Marketing in Long-Term Value Creation

00:15:23 - Adjacencies and Market Resilience

00:16:40 - Account-Based Marketing for Strategic Growth

00:17:41 - Marketing Beyond Advertising

00:22:04 - The Crisis in Business Organization

00:27:37 - The Changing Landscape of Marketing

00:28:28 - Evolving Agency Relationships

00:30:24 - Incentives and Commercial Models

00:33:01 - Shifting Business Models

00:37:40 - Navigating Uncertain Times

00:41:30 - Value of Experience in Business

00:42:12 - Technology's Impact on Productivity

00:43:32 - The Big Opportunity: Quality of Revenues

00:45:06 - Quality of Revenue and Pricing Strategy

This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy