Don’t be dull. B2B different.

Unicorny

English - December 05, 2023 04:00 - 41 minutes - 57.2 MB
Marketing Business business marketing audio branding social media m&a video marketing agency marketing strategy in house Homepage Download Google Podcasts Overcast Castro Pocket Casts RSS feed

Previous Episode: 30. Essential assets marketers own to drive business success

Next Episode: 32. Crossing the Chasm with Geoffrey Moore

In this episode of the Unicorny podcast, you'll hear antidote to dullness in the conversation with Joerg Klueckmann, Head of Marketing at Finastra, the largest financial technology business in the world.

This episode explores the importance of creative vision in marketing and the challenges of executing that vision in complex organisations.

Joerg Klueckmann shares his experience in managing tasks, aligning teams, and integrating marketing strategies within Finastra. He discusses the use of task management software like Clickup and the centralised ‘control tower’ tool which streamlines their go-to-market activities.

Joerg also highlights the trend of centralising and decentralising marketing decision-making, allowing for specialisation while managing the complexity of a large organisation.

And… the piece de resistance is when Joerg explains the creative vision behind Finastra TV and how they brought the idea to life.

If you’re looking to streamline, improve collaboration, and align your teams, this episode is a must-listen. Joerg’s insights and practical tips will help you navigate the challenges of executing a creative vision in a complex marketing environment.

About Joerg Klueckmann

With more than 20 years of leadership experience, Joerg transformed global marketing organizations across the B2B software industry. He has led teams to become integrated, high performing and digital first. Joerg believes in focus, simplicity, and the courage to be different. He enjoys a good espresso and rides his mountain bike with passion. His superpower is endless positivity.

Links 

Full show notes: Unicorny.co.uk 

LinkedIn: Joerg Klueckmann | Dom Hawes 

Websites: Finastra | Selbey Anderson 

 Timestamped summary of this episode 

00:01:12 - The Search for Creative Leadership

00:04:01 - The Importance of Product in Marketing

00:05:59 - The Transformation from Art to Science

00:08:15 - Incorporating Creative Vision into Marketing Strategy

00:12:40 - Importance of a Creative Vision

00:13:24 - Execution and Task Management

00:14:23 - Formulating Marketing Strategy

00:15:39 - Central Control Tower

00:18:50 - Marketing Alignment and the Sea of Sameness

00:25:31 - The Role of Marketing in Data Interpretation and Creativity

00:26:20 - The Conflict Between Data-Driven Marketing and Creativity

00:27:20 - The Creation of Finastra TV

00:29:03 - Benefits of Finastra TV

00:30:47 - Streaming Channel Strategy

00:37:39 - The Importance of Creative Concept in B2B Marketing

00:38:06 - Marketing Transformation in Enterprise

00:38:58 - Internal Agency and its Impact on External Agencies

00:39:50 - Finastra TV's Bold Vision

00:40:27 - Key Takeaways and Closing

This podcast uses the following third-party services for analysis:

Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy