85. Beyond Strategy: How AI and purpose partner for market success

The Unicorny Marketing Show

In this episode, Dom Hawes continues his conversation with Dominic Rodgers, Head of Marketing at Frog Capital, focusing on how purpose is practically applied to scale businesses. Dominic discusses Frog Capital’s use of AI-driven toolkits and how engaging executives in content creation strengthens their impact. The episode also explores how these innovative methods create a unique competitive advantage for purpose-driven companies.

• AI-driven toolkits as a resource for business scaling
• The impact of executive collaboration on content effectiveness
• Purpose-driven approaches that differentiate in the market
• Long-term benefits of aligning purpose with growth

Discover how these methods can enhance your business for sustained success.

Links

Full show notes: Unicorny.co.uk

LinkedIn: Dominic Rodgers | Dom Hawes

Website: Frog Capital

Sponsor: Selbey Anderson

Other items referenced in this episode:

Frog Capital: How to Scale up resources

Frog Capital: How to Scale.ai

Geoffrey Moore’s Unicorny episodes

Ben Bensaou

The Long and the Short of it by Les Binet, Peter Field

Thinking, Fast and Slow by Daniel Kahneman

Ehrenberg-Bass Institute

95:5 rule

Chapter summaries

Introduction to purpose-driven growth

Dom Hawes kicks off the episode by introducing the focus on how purpose-driven businesses can achieve sustainable growth. He sets the stage for a deep dive into Frog Capital's unique approach.

Frog Capital's AI-driven toolkits

Dominic Rodgers introduces the AI-driven toolkits developed by Frog Capital, which are designed to help businesses scale. These toolkits are made publicly accessible, aligning with Frog's purpose of supporting broader business growth.

Innovation through open access

Dominic discusses the innovative decision to make their toolkits available to the public, highlighting how this approach not only serves their portfolio but also acts as a magnet for the right types of companies.

The Godfather strategy: Giving to get

Dominic introduces the "Godfather Strategy", where businesses add value by sharing their resources and knowledge openly, creating a halo effect that strengthens their brand.

Co-creation with operating partners

Dominic explains how Frog Capital co-creates content and toolkits with their operating partners, ensuring that the resources are practical and address the most pressing challenges faced by their portfolio companies.

Building a virtuous cycle in marketing

The conversation shifts to how CMOs can build a virtuous cycle by engaging other executives in the content creation process, leading to more relevant and impactful marketing efforts.

Balancing brand and performance

Dominic shares his approach to balancing brand building with performance marketing, emphasising the importance of reputation and long-term brand awareness in driving sustainable growth.

Purpose as a proxy for brand

Dom and Dominic explore the idea that purpose can serve as a proxy for brand in the boardroom, helping marketers communicate the value of their work more effectively.

The role of purpose in B2B marketing

The discussion concludes with a focus on how purpose can be a powerful tool in B2B marketing, driving both emotional engagement and long-term business success.

Dom’s end bit

Dom wraps up the episode by reflecting on the key insights shared by Dominic Rodgers, emphasising the critical role of purpose in driving both business growth and meaningful marketing.